About the International Executive Service Corps (IESC)
IESC –International Executive Service Corps – is a U.S.-based nonprofit that seeks private enterprise solutions to problems of poverty in developing countries and around the world. By providing a mix of technical assistance and volunteer expert support, IESC works with emerging industries, financial institutions, and governments to stabilize economic environments, increase opportunity, and promote growth.
The Exporting Quality (EQ) Program is implemented in the Dominican Republic and of four years of duration. It works with five value chains, pineapple, cocoa, avocados, greenhouse and Asian vegetables, and takes a “field to fork” approach, providing technical assistance all along the value chain, including producers, packinghouses, and exporters.
Assist Dominican businesses from the fresh produce and the agro industry with their specific branding, marking and labeling strategy.
Several Dominican fresh produce, such as pineapple, tropical avocado or hot pepper, are positioned or have the potential to position themselves in the premium segment of European markets. The DR needs to invest more in promotion and take advantage of the advertising space on the shipping boxes.
Many other companies, belonging to one of the program’s five value chains, commercialize value-added products for the local or international market. In some cases, it is recommended that companies make improvements in areas of branding, labelling, packaging, and marketing in order to gain market shares.
The volunteer will work closely with the program’s local creative consultant to create or improve agro-industrial businesses’ branding, carton design, packaging, and/or labeling. The volunteer will have experience in marketing, market strategies, and consumer behavior, while the local creative will have experience in advertising, marketing, visual perception (meaning of graphics, color, design, shapes), graphic communication, etc.
The volunteer will focus on identifying the messages and key ideas to communicate and the local creative will be in charge of expressing them through graphic design.
Together with the local consultant, give at least 3 trainings on:
Fundamentals of marketing and the newest techniques and approaches for fresh produce or/and added-value products;
Market expectations regarding packaging, labeling and branding in US and Europe; and,
Marketing tips to position fresh produce on the international markets.
Generic boxes graphic design:
Conduct a rapid assessment of the current graphic design used in generic boxes to ship avocados, Jamaican peppers, and long beans;
Meet with exporters of avocados, hot peppers, and long beans to sensitize them on product presentation, marketing, and to agree on new graphic design for generic shipping boxes;
Work closely with the local creative consultant to create a generic graphic design for generic shipping boxes of:
Tropical avocados (for the premium market in the EU),
Thai chili (for the premium market in the EU)
Give assistance to EQ’s beneficiaries on their branding, marketing, and labeling strategies:
During the trip
Meet with each beneficiary, assess their current corporate identity, branding, box design, labeling, marketing, etc. and make suggestions according to current international trends in the agro-industry. Agree with the beneficiaries on new branding key messages and elements; and,
Assist EQ’s local creative consultant to create new branding for each beneficiary.
After the trip
Follow up (by email or Skype) with the EQ local creative consultant regarding final contents.
IESC provides comprehensive support to experts before, during, and after the anticipated assignment in Dominican Republic. Support to include: