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German Agricultural Marketing Board (CMA)
CMA is short for Central Marketing-Gesellschaft der deutschen Agrarwirtschaft mbH (Central Marketing Organization of the German Agricultural Industries). Its primary responsibility is to promote and market German agricultural, food and beverage products at home and abroad. CMA is contracted to carry out these objectives by the Sales Promotion Fund (Absatzfonds), which was enacted by German Federal law in 1969 and is funded entirely by Germany's agricultural industry. The organization is headquartered in Bonn, Germany and has branch offices in North America, Western and Eastern Europe, Russia, Japan and China. The North American branch of CMA is known as The German Agricultural Marketing Board and is located in Alexandria, Virginia.
CMA does not market any specific product itself and has no commercial goal of its own, but rather represents the export interests of the individual branches of the German agricultural, food, and beverage industries. These include: livestock, meat, poultry, eggs, fruits, vegetables, potatoes and grains, seeds and seedlings, horticultural products, hops, and malt, as well as processed products from the food industry, such as dairy and meat products, cereals, fruit and vegetable products, confectionery, dietary foods, delicacies, and nonalcoholic and alcoholic beverages.
The German agricultural, food, and beverage industries supply the largest and one of the most demanding consumer markets in Europe with high-quality products. Tough competition and strict German food laws guarantee the dependability and high quality of these products. Today, the Federal Republic of Germany is one of the four largest agricultural exporting nations in the world and the agricultural industry is Germany's fifth largest export branch. More than 3,000 German exporting companies offer over 1,000 different food and beverage items.
Responsibilities and Objectives of CMA North America
To promote the sale of German agricultural, food and beverage products using
modern resources and marketing methods in the US and Canada
To strengthen consumer awareness of and trust in German products
To facilitate market entry for German exporters in North America
To provide a source of information regarding German foods and beverages
to importers, distributors, retailers, consumers and the press
To provide a liaison between exporters, importers, retailers and consumers
of German foods and beverages
Marketing Services of CMA North America
CMA staff at our Alexandria, Virginia office is happy to provide information
and advice regarding the importation, promotion, sale and consumption of
German agricultural, food and beverage products. Our activities include:
Business to Business Contact
CMA serves as a liaison between German exporters and US and Canadian importers.
Both our US office and our export department in Bonn can help to establish
potential business contacts between both parties. Importers and buyers are
also welcome to use the facilities and services of the CMA Export Service
Centers at exhibitions in Germany.
Participation at Fairs and Exhibitions
To increase awareness and promote the image of German agricultural and food
and beverage products, CMA offers exporters and their US representatives
the opportunity to present their products at numerous CMA-sponsored pavilions
at trade shows and exhibitions in North America throughout the year. Importers,
distributors and retailers are invited to visit at these fairs.
Sales Promotions
In order to launch new products, move into new markets or to increase existing
sales of German foods and beverages, CMA can provide funds for sales promotions
at the retail level. Funding is available for advertising, demonstrations,
POS material and consumer contests.
Market Research and Market Information
CMA carries out market research and can provide information and advice on
consumer attitudes and behavior, food industry trends and market opportunities
in North America.
Food Law and Labeling
In addition to sales promotions and other marketing activities, CMA North
America provides importers and exporters information on food law and labeling
issues relevant to the US and Canadian market. CMA also represents the interests
of German exporters and US importers with regards to legislation affecting
the food industry.
Communication
CMA undertakes various public relation and media/press activities throughout
the year to promote awareness of German foods and beverages amongst consumers
and the media.
Shelf Talk
Our trade magazine Shelf Talk is published 4 times a year and distributed
to retailers and distributors. Topics covered include food and beverage
categories, new products, importers wanted, CMA news and events and market
research information. Importers and manufacturers are encouraged to submit
their products for inclusion in the New Products Gallery.
Website Services
Our website www.germanfoods.org offers a wide range of services for importers,
exporters, distributors, retailers, among them:
List your products in our product gallery (importers,
distributors)
Order POS Material (importers, distributors, retailers)
Sign up for Shelf Talk (importers, distributors, retailers)
Find importers and distributors of German foods and beverages (retailers)
Find importers and distributors for your product (exporters)
Find German Exporters (importers, distributors)
For more information about the services of CMA in North America, please
feel free to contact us by mail, phone or e-mail. We are here to be of service
to you and welcome your comments, questions and suggestions. Interested
parties are also welcome to contact our export department at CMA headquarters
in Germany for advice and assistance.
North American Office
German Agricultural Marketing Board - CMA
1800 Diagonal Road, Suite 210
Alexandria VA 22150
Tel: 703 739 8900
Fax: 703 739 8910
E-mail: info@germanfoods.org
Website: www.germanfoods.org
Head Office
Centrale Marketing-Gesellschaft der deutschen Agrarwirtschaft mbH
- Ausland –
P.O. Box 20 03 20
53133 Bonn
Germany
Tel: (+49) 228 847-0
Fax: (+49) 228 847-202
E-mail: info@cma.de
Website: www.cma.de
CMA Staff North America
Arnim von Friedeburg
Managing Director
friedeburg@germanfoods.org
Managing Director, Market Research, Sales Promotions
Amanda Bond-Thorley
Manager, Communications
bond-thorley@germanfoods.org
Communications, Public Relations, Advertising, Sales Promotions, Shelf Talk,
Web Site
Margaret Eckert
Director of Trade Relations
eckert@germanfoods.org
Food Law and Labeling, Trade Shows: Winter and Summer Fancy International
Food Shows, All Candy Expo
Beate Ruffin
Manager Operations
ruffin@germanfoods.org
Special Projects, Retail Buyer's Guide, Trade Shows: IDDBA, Spring Fancy
Food Show, All-Natural Expo, SIAL
General Enquiries
CMA Admin Staff:
feedback@germanfoods.org
info@germanfoods.org
For specific sectors of the industry click on the links below.
