Port Manatee pushing sales to get back in black

PORT MANATEE -- An expanded sales force, more shipping connections in Central and South America and selling Port Manatee as an economical and convenient alternative to Port Miami are among the strategies port officials will use this year to boost last year's slump in revenue and trade volumes.

The port, which saw fiscal year 2014 operating revenues come in lower than the previous two years, is undertaking a 2015 sales push that targets both its biggest import and export items and new markets. The port's executive director, Carlos Buqueras, said the fruit and vegetable trade, which made up the majority of Port Manatee trade last year, will be a top priority.

At the same time, port sales staff will pursue automobile shippers, promote new weekly express freighter service to Mexico and chase expanded container services and passenger ferry operators.

"We will continue to pursue any and all opportunities

within the scope of the port's ability to handle them," Buqueras said.

During the past fiscal year, which ended Sept. 30, total port revenues were $9.4 million, down from $9.9 million in 2013 and $10.1 million in 2012, according to the port's comprehensive annual financial report. Operating expenses were higher for the year, leaving the port with a $4.1 million operating loss. The port also registered losses in 2013 and 2012.

For the current fiscal year, the port has budgeted $10.5 million in earnings and $10.3 million in expenses. Overall, port imports and exports were down more than 10 percent in the first 10 months of 2014 compared with the same period the year before.

Carol Whitmore, chairwoman of the Manatee County Port Authority, said the new budget is conservative and that revenue gains may be greater in 2015. Still, she doesn't necessarily expect this to be the year that puts the port fully into the black.

"We're realistic, too. It takes years," she said. "You just have to have patience."

Partly responsible for the reduction in revenues was a decrease in dockage and switching revenues and the departure of fertilizer cargo customer Mosaic. Even so, during the early months of the year, port imports and exports were ahead of the same period in 2013. Those shipments dropped off through the summer and fall. By the end of October, total port trade was 10.5 percent lower than in the same period in 2013, according to U.S. Census data compiled by data clearing house World City Trade Numbers.

The biggest trade losses came in the export of fruit and vegetable juices, electric generators and fertilizers. The loss of Mosaic contributed to a 90-percent drop in fertilizer exports, down to $5.4 million in the first 10 months of 2014.

To combat those losses, the port has undertaken a number of sales efforts. Last month, it promoted the port's former harbormaster, Malcolm Edwards, to a sales and business development position. The port will now have three staff members -- Buqueras, Edwards and senior sales director Matty Appice -- selling port services. Edwards' former duties will be handled by members of the port's operations staff.

The port is also seeking new trade from nations with which it has done limited or no business. A recent trade mission to Catalonia, Spain, is expected to draw interest from manufacturers who want to use the port as a U.S. base of operations. Buqueras recently returned from a sales trip to Peru targeting fruit companies ahead of a planned March trade mission to that nation by Enterprise Florida.

Fruit imports and exports at the port totaled more than $153 million in the first 10 months of 2014. Nations doing the most trade through Port Manatee include Costa Rica, Argentina and Brazil, according to World Cities. New business is expected soon. San Rafael, Calif.-based Pasha Automotive Group is planning to locate an automobile processing facility at the port's 1,100-acre facility. Pasha signed an agreement of understanding with the port in 2013 to solidify its intent to import vehicles from Mexico through the port. Company officials have stated that Pasha is aiming to start its processing operation in the first quarter of 2015.

On the marketing front, Port Manatee recently acquired a Miami-Dade phone number and has plans to establish a Miami sales office. Buqueras said overseas clients know the 305 Miami area code well.

"It automatically sets the stage that we are in Florida and can be in Miami," he said.

Buqueras has worked steadily at increasing name and location recognition in the face of competition from more well-known ports in Miami and Tampa. Finishing his third year as port director, Buqueras will be negotiating a new employment contract with the port authority in the coming months.

Through October, Port Manatee handled $565 million in exports. Total exports for 2013 were $718 million. Nearby Port of Tampa saw a single-digit decrease in trade volume, importing and exporting $4.11 billion through October. Port Miami registered $19.85 billion in trade during the same period.

Matt M. Johnson, Herald business reporter, can be reached at 941-745-7027, or on Twitter @MattAtBradenton.

This story was originally published January 8, 2015 at 12:00 AM with the headline "Port Manatee pushing sales to get back in black ."