Opportunities and Challenges for Czech SMEs in China’s F&B Market

Daniel Pedraza serves as the Project Director at EIBENS, a firm that specialises in market intelligence and communication for the agri-food industry in Asia, with a strong focus on China. The company has offices in Beijing, Ho Chi Minh City, Singapore, and Madrid.

Daniel’s area of expertise involves assisting foreign F&B companies and associations with trade compliance, marketing, and communications in China. He also focuses on creating strategies for European agri-food sectors aiming to bring their products to new heights in Asian markets.

With more than eight years of living and working in China, Daniel brings a deep understanding of the market. Before this, he worked at the European Union Chamber of Commerce in China and EXTENDA, the trade promotion agency of the Government of Andalusia-Spain in Beijing. He has earned a master’s degree in international business from EOI Business School and holds a dual BA in Business Administration and Economics from the University of Malaga.

Alessio has worked for 8+ years on various EU-funded projects in China, mainly conducting policy and regulatory analysis for European companies looking to enter or already in the Chinese market. Key focus areas: market access regulations and barriers, investment attraction policies, standards & compliance – with particular focus on R&D, tech & innovation.

Alessio joined the EU SME Centre in October 2020. He coordinates reports, guidelines and technical assistance to European SMEs; he also delivers training about different market entry approaches and engagements with China, opportunities and risks, as well as do’s and don’ts.