There is a huge market out there in the world for veterinary feed supplements and animal health products that a domestic operation may not be able to supply at present, but locating the right buyer overseas can be the most difficult aspect of the business. The export transactions are different from home sales, the selling cycle can be longer, currency is an issue, and buyers must trust a supplier they haven’t met face to face. This guide takes you through the real and practical steps you can take to discover and secure authentic international buyers for your veterinary product if you are a manufacturer or a supplier of a veterinary product and are looking to expand into those markets.
Know What International buyers are looking for
It’s helpful to know what buyers are thinking when they are considering your business as a new supplier of veterinary supplements. The majority of serious international buyers (whether they are distributors, feed mill owners or private-label partners) are looking for:
- Issuing manufacturing certifications (GMP, ISO, country compliant document, etc.)
- Standardized quality of products, a single poor product shipment can ruin the deal
- Clear documentation such as certificates of analysis, MSDS sheets and export documentation
- Communication, particularly international and language barriers, Responsiveness
- Fair and clear competitive pricing with realistic order minimum quantity (MOQs)
If you can let people know upfront what they should expect from your business, then all other aspects fall into place.
Strengthen the foundation of your business for exporting first.
Have your documents ready.
When attracting international buyers, particularly in regulated markets, documentation will be required almost at once. Be ready to make contact with them:
- Certificate of Free Sale (CFS)
- The producer’s certification of GMP or manufacturing facility.
- Product specification sheets and Certificates of Analysis (CoA).
- Export Licence relevant to your country
A company statement or capability statement
Compile Country specific Product Information.Write Country specific Product Information.
The regulation of various markets and the prioritisation of various species vary. The needs of a buyer in Vietnam who is buying aquaculture supplements is very different from that of a distributor in the UAE looking for poultry feed additives. Showing that you are speaking to the target country by using product information, even the formulation documentation, tailored to that country rather than being a one-size-fits-all catalogue to all is a sign that you know that country’s market.
Where to Actually Find International Buyers
B2B Trade Portals and Marketplaces
Some of the top platforms for reaching real overseas customers looking to add suppliers of veterinary and feed supplements are still TradeIndia, the export section of IndiaMART, Alibaba and Global Sources. Clearly describing your products, including their specifications, certifications and export terms will make them more visible to buyers who are ready to buy.
Trade Fairs and Industry Exhibitions
Veterinary and animal husbandry trade shows – in India as well as globally – continue to be one of the best methods to connect the serious buyers personally. The livestock, poultry and dairy and aquaculture shows draw in distributors and importers seeking supplier relationships. Visitors to the fair can also make useful contacts and gain market knowledge even if they aren’t exhibiting.
Government Export Promotion Bodies
There are a number of organisations like Export Promotion Councils of India, or MSME export-support cells at various State levels, which carry on programs of buyer-seller meets, trade delegations and have databases of verified buyers in other countries seeking suppliers of agricultural and veterinary products. The programs will also often have some kind of subsidy or support available for first-time exporters, so it is recommended to investigate early.
The combination of LinkedIn and Direct Outreach is very effective.
Now LinkedIn is a real asset to B2B veterinary and feed supplements exports. Using the title of “procurement manager,” “feed mill owner,” or “veterinary distributor” along with the country of interest help you create a targeted outreach list. A short, targeted message that mentions the buyers market and what they need is much more effective than a generic pitch that is sent to hundreds of people.
Existing Customer Referrals
The easiest way to do this is to ask existing buyers, particularly foreign buyers, if they know any other distributors or importers in the neighbouring countries. The distribution system for veterinary products and feed supplements are often firmly interlaced [regionally] and a warm introduction from an existing satisfied buyer is more effective than cold calling.
Building Trust With a New International Buyer
Getting the first inquiry is just half the job – the other half of the job to get them to stay is to be reliable from the start. Some regular exercises which are always useful:
- Provide samples before big orders, to check quality on the buyer’s site
- Be honest with the lead times, particularly if it is manufacturing or shipping delays, don’t over promise
- Ensure batch-level traceability that is important to buyers who are both accountable to regulators or end customers
- Be flexible about requests for private label and custom formulations as many international distributors prefer to sell under their own brand name.
- Connect with the business, not just when trying to sell it.
When a buyer is considering which suppliers to use for herd or flock level nutrition support, in either the dairy group or the poultry group, they are not just considering a one-time supplier, but a long-term supply partner. Those companies that successfully repeat orders from overseas clients are the ones who consider the first deal to be the beginning of a relationship rather than the end.
Conclusion
It’s not a matter of making a single big sale to an international buyer; it’s about being a credible, well-documented and responsive supplier through a number of channels, trade portals, exhibitions, government programs, direct sales, and referrals. Ultimately, buyers in this industry are seeking a reliable long-term partner that is knowledgeable of the regulatory landscape and species-specific requirements. Exports offer companies the ability to establish long-lasting international links and close deals swiftly, and doing so before starting outreach is a sure step to success.
Frequently Asked Questions
Q: What documents do I need before approaching international veterinary product buyers?
A: At minimum, prepare a Certificate of Free Sale, GMP or facility certification, product specification sheets, Certificates of Analysis, and relevant export licenses for your country.
Q: Can the veterinary exports still use B2B portals such as IndiaMart and Alibaba?
A: Absolutely, they still have high volume channels, particularly if there are clear certifications, specifications, and export terms in the listings to help buyers get the attention of serious suppliers.
Q: While trade fairs are important, how are they the same and how are they different from online outreach?
A: Both matter. The level of trust that can be established is quick with trade fairs because it is face-to-face, but can be scaled and targeted on-line between trade fairs, such as LinkedIn and B2B portals.
Q: Should I offer private label manufacturing to international buyers?
A: Many international distributors are more likely to buy your products if you can provide private label or custom formulation options, which can increase the number of buyers willing to do business with you.
