Following strong interest from African visitors at the Birmingham Dentistry Show, Diamed received its first overseas order from Kenya. This opportunity was exciting but daunting. Knowledge gaps around documentation, customs procedures, Incoterms, and most critically Kenya’s stringent medical device regulations meant that without expert support, the order risked being delayed or derailed, potentially harming their first international customer relationship.
The Business Growth West Midlands Exporting Support Programme provided the tailored support Diamed needed. Delivered through the Coventry & Warwickshire Chamber of Commerce, Export International Trade Adviser Jenny Hooper helped the company progress from having no export procedures in place to being fully prepared for international trade. Recognising the specific risks of entering a new and regulated market, Jenny carried out detailed research into Kenya’s medical device requirements, including the Pre-Export Verification of Conformity (PVoC) scheme and the obligations of the Pharmacy and Poisons Board. Alongside this market-specific expertise, Diamed also received structured guidance on international trade fundamentals, covering Incoterms selection, customs compliance, documentation, and exporter-importer responsibilities.
The intervention gave the company a clear, step-by-step roadmap for completing its first shipment and for building a scalable export model. Diamed was able to balance customer service with compliance requirements, gain clarity on Kenya’s regulatory obligations, and establish systematic procedures for handling documentation and customs evidence. With these measures in place, the company is now well prepared to meet international demand not only in Kenya but across wider African markets where interest is already growing.
Jenny Hooper, International Trade Business Adviser on behalf of Coventry & Warwickshire Chamber of Commerce, commented: “Working with Diamed Engineering was particularly rewarding because they were so responsive and eager to learn. They genuinely wanted to develop their business into the export market, which made the engagement very productive. What made this case especially interesting was working with a completely new industry, dental equipment distribution, which required specialised research into medical device regulations. The bespoke nature of our support, especially around Kenya’s requirements, really shows the value of this programme.”
Diamed’s journey shows how tailored export support can transform a domestic supplier into an export-ready business. With Kenya as their first step, they are now positioned to grow sustainably through international trade, embedding exporting as a core part of their future strategy.
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David Zell, Assistant Delivery Manager, Business Programmes at West Midlands Combined Authority (WMCA), added: “Business Growth West Midlands Exporting Support Programme, run by the Coventry and Warwickshire Chamber of Commerce on behalf of WMCA, is a fantastic programme offering free, in-depth, subject-specific expertise support to businesses within the West Midlands, enabling them to grow their potential through international exporting channels.
“The team are incredibly supportive, knowledgeable and driven to ensure that businesses can thrive and grow off the support that is on offer. The programme is 100% committed to achieving success – and is one not to be missed.”
Contact us today and one of our business advisers will be in touch to start your export journey.
