Christle expands horizons through strategic trade missions

BAVINA SOOKDEO

The experience of Christle Ltd, shows how one small company can significantly enhance its market presence through taking part in trade missions facilitated by the Trade Ministry, the TT Manufacturers’ Association (TTMA) and exporTT.

Established in 1989 by Christopher Garcia and based at the O’Meara Industrial Estate, Arima, Christle Ltd manufactures a range of chemical products for residential and commercial use. The company offers over 30 products, including battery water, disinfectant, dishwashing liquid, tile and grout cleaner, termite treatment, rust remover, degreaser, PVC/CPVC solvents and various cleaning agents and chemical products.

The company, which employs just over 20 people, won the TTMA’s Trade Mission Champion Award 2023 and Manufacturer of the Year (small) in 2022.

Speaking to Business Day, deputy managing director Jonathan Garcia said his company seized the opportunity to explore new markets and forge valuable business partnerships under an Export Booster Initiative (EBI).

In 2021, in response to the economic impact of the covid19 pandemic on TT, the Government allocated $50 million to stimulate and strengthen economic growth through overseas market development and export promotion. To achieve this, the Trade Ministry, in collaboration with the TTMA and exporTT, launched the EBI to drive the growth of the manufacturing sector.

EBI comprises 16 initiatives across three strategic areas – export promotion, capacity-building and institutional strengthening.

In 2023, Christle Ltd participated in trade missions to Grenada, the Dominican Republic, St Lucia, Suriname and Guyana. In the same year, through the TT Chamber of Industry and Commerce, it also participated in a Barbados mission. In 2024, the company ventured to Belize and Suriname and, through exportTT, to Curacao and Aruba.

Asked about the benefits of these missions, Garcia said they provided crucial market intelligence and facilitated engagements with potential distributors and partners in several countries.

"We engaged in pre-arranged business matchmaking, business-to-business (B2B) meetings, and various networking events that provided insights into new markets."

The company identified potential business partners in other Caribbean territories, showcasing promising avenues for growth.

Garcia said he strives to ensure the company stays innovative by focusing on continuous product development, stringent quality control and maintaining a dedicated research and testing facility.

As for Christle Ltd’s growth plans as a result of the trade missions, Garcia said the impact on operation and growth strategy has been profound.

"We plan to further expand into the Caribbean markets based on the insights gained."

He praised the TTMA, Trade Ministry and exporTT.

"Their support was instrumental in facilitating our participation, providing resources, and arranging key meetings," he said. "The Airfare Assistance Grant and other support mechanisms provided were extremely beneficial in reducing costs and enabling broader participation."

Garcia said thanks to networking opportunities, he is now exporting to Guyana, Grenada, Antigua, St Lucia, Barbados, Dominica, Suriname and St Vincent, and was due to close off discussions with Belize and Curacao by mid-July.

Reflecting on the trade missions, he suggested enhancements such as increasing the number of B2B meetings and providing more detailed market-analysis reports for future effectiveness. He said, however, that the trade missions were "well organised and executed, providing valuable opportunities for networking and market exploration."

Asked about recommending trade missions to other businesses, Garcia was unequivocal: "Yes, I would recommend it for the valuable market insights, networking opportunities and potential for business growth."

He emphasised the role of the Trade Ministry and private-sector organisations in fostering business expansion through these initiatives, underscoring their critical support in navigating new markets and enhancing competitiveness.

Garcia said Christle Ltd’s experience with trade missions exemplifies how strategic participation can drive business growth and open up avenues for expansion.

About the EBI

Since the EBI began in 2021, approximately 46 trade missions and trade shows have taken place in the Caribbean, North America, Latin America and Africa, in countries such as Panama, Cuba, Jamaica, Curacao, Antigua and Barbuda, the Dominican Republic, Dubai, Suriname, Guyana, Grenada, Colombia, St Lucia, China, Japan, Barbados, China, Belize and the US and Ghana.

In 2024, TT participated in seven trade missions to Belize, Ghana, Bahamas, Las Vegas, Guyana, Curacao, Suriname and Panama.

"Altogether, these trade missions/shows have benefited more than 100 companies by providing them the opportunity to display their products to new customers, engage in business-to-business meetings, and explore new business relationships," the ministry said.

The Airfare Assistant Grant, offered by the Trade Ministry through exporTT, provides participants with subsidised air travel for a mission/show. The grant covers the cost of airfare for one person up to $20,000 in a given fiscal year.