Export marketing and packaging
In order to successfully bring a product to market - and this is especially true for African producers wishing to enter the United States market - requires careful preparation. A key element entails product and company marketing which provides important publicity about the product to US-based buyers. Packaging is equally of critical importance: the product must not only be shipped securely from Africa to the US, but must appeal to US buyers (and ultimately the US consumer) visually as well as from a practical perspective. In other words, the product must be marketable in terms of product characteristics, visual elements, quality and price.