Furniture makers to tap gains in trip to Europe
By Cris Evert Lato
Cebu Daily News
First Posted 13:20:00 06/17/2008
CEBU CITY, Philippines - Back from a 10-day mission to Eastern Europe with Governor Gwendolyn Garcia, furniture leaders in Cebu expressed optimism of getting a good market share in former communist-socialist republics.
The trip allowed Cebu furniture makers to show their products in Austria, Slovakia, Slovenia and Croatia.
Ruby Salutan, executive director of the Cebu Furniture Industries Foundation Inc. (CFIF), said they were able to meet industry counterparts, which resulted in higher awareness that Cebu has “high-end, top-of-the-line furniture pieces.”
They also discussed the possibility of shipping local raw materials to Croatia which manufacturing companies were interested to buy, said Governor Garcia.
The swing across four countries on May 28 to June 7 was joined by six members of the Cebu Provincial Board, representatives of the CFIF and the Mandaue Chamber of Commerce and Industry (MCCI).
During the business meetings, Garcia would brief hosts about Cebu province followed by Salutan's presentation of the local furniture industry.
“After my presentation, they would approach me and express that they were impressed with our products. They never realized that we have good furniture. They said they equated the Philippines with cheap, low-end furniture,” she said.
The delegation visited the cities of Vienna in Austria, Bratislava in Slovakia, Ljubljana in Slovenia and Zagrib in Croatia.
The idea of furniture leaders joining the provincial government in the Europe trip was hatched during the opening of Cebu X Furniture Show last March.
“The governor asked how the province could help us and we articulated our concerns. She said she was going to Slovenia to sign a sisterhood agreement. From there, it unfolded,” she said.
The countries visited are experiencing a construction boom brought about by global tourism.
“They can be our gateway to penetrate Eastern Europe. These countries are the former communist-socialist republics which form the Eastern block. They just recently opened themselves to the world so they are largely an untapped market,” Salutan said.
Other private sector members who joined the business mission were CFIF committee head for trade mission Enrison Benedicto, MCCI president Eric Ng Mendoza and Ng Khai vice president Melanie Ng.
The delegation was escorted by Philippine Ambassador to Austria and the Balkan, Linglingay Lacanlale.
“What was really of value to us was the fact that the provincial government opened doors for us to directly communicate with industry players which we could not have done in that period of time,” she said.
Salutan said the vast network of the government through embassies and honorary consul generals speeded up business meetings and contacts.
“They (consul generals) are powerful citizens who have the right connections and can command attendance during those meetings,” she said.
Salutan said the CFIF normally participates in trade exhibits or sends materials to commercial attaches.
“But these are not enough. Nothing beats person-to-person contact,” she said.
After they returned to Cebu, she said, CFIF has served as a channel for local players to be in close contact with foreign companies.
At the Capitol, Governor Garcia cited other benefits of the European trip.
Cebu established sisterhood ties with Ljubljana City, the capital of the Republic of Slovenia and identified areas of cooperation with the different business chambers.
Garcia said she plans to bring businessmen and local manufacturers in her next foreign trip to Mongolia within the year. /with a report from Reporter Doris C. Bongcac
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