Conduct a competitive analysis and perform a m&a screening for an exporter of fresh vegetables operating in Guatemala

Abstract

Our biggest challenge in the new century is to take an idea that seems abstract – sustainable development – and turn it into a reality for all the world’s people” – Kofi Annan. The Covid19-crisis has showed the limits of a highly globalized world obeying the markets’ laws, and it has proved the need for more resilience, through sustainable and viable modes of production and consumption. These intentions are at the core of Fair Fruit, a Belgian exporter of fresh peas and beans operating in Guatemala. Unlike most companies, they believe that sourcing products from the other side of the world in a socially and environmentally friendly manner is possible and that it can lead to better living conditions for the people they work with. After years of growth and professionalization, Fair Fruit is at cross-roads. In order to gain competitiveness and to achieve the quantum leap it seeks, the company is considering the Merger or Acquisition (M&A) of a direct Guatemalan competitor.