Primed for Success Volume 3

In addition to the Belize market, some of the company’s clients are in Antigua and Barbuda, Barbados, Jamaica, Saint Lucia, St. Vincent and the Grenadines, and Trinidad and Tobago. For Caribbean Paper Company, the strategy for entering these markets was an approach centred on research and adaptation. “First, we visit the market with the aim of trying to understand the type of products they are using. The next step is to then adapt our product, packaging, and price to meet the needs of the consumers within that market. Once this is done, we find at least two distributors and give each of them a different brand of product.” Understanding the size, needs and demands of the market, is just one aspect of the company’s export strategy. “We also need to be practical about what we want to achieve, which means setting realistic targets.” Juan Carlos credits his company’s success in the local and regional market to the support received from the Caribbean Export Development Agency under the Direct Assistance Grant Scheme. The Colombian-born businessman revealed that the funding programme not only aided in the overall development of the company, but also increased the sustainability of other projects the company has since taken on. “In 2012 we received two grants for a consolidation and recycling project. We’ve also received an award under the most recent call for the purchase of machinery, so I’d say we have grown tremendously with the Agency.”Juan Carlos noted that Caribbean Export continues to play a significant role in the regional private sector development by creating opportunities for access to finance. “Securing capital is a big challenge for small companies, so when an Agency focuses on this aspect of capacity building it shows a real dedication to regional growth.” In terms of future plans, Caribbean Paper Company wants to find a distribution partner in the other 14 CARIFORUM States. The firm also plans to invest more in, and upgrade the mill’s machinery in order to maximize on these exports. Juan Carlos believes that other regional firms have an opportunity to do the same if they focus on improving their distribution chain, as well as increasing their knowledge of international markets. He also shared that it was critical to set realistic objectives, meet those targets, and keep improving on them unceasingly.

Contact: Juan Carlos Dussan Chief Executive Officer

Caribbean Paper Company 13 Miles Western Highway, Belize City, BELIZE Email: jcdussan@yahoo.com Tel: 501-822-3910

Primed for Success / Vol. 3 / 2014-2015

www.carib-export.com

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