Trends developments Colombia

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Trends developments Colombia

  1. 1. Opportunities & challenges for Tropical Fruit & Exotics from Colombia on the Dutch / EU market
  2. 2. Some Basic FFV numbers: • 1990 – 2010 • Vegetable production worldwide increased 60 % • Fruit production worldwide increased 100 %
  3. 3. Some Basic FFV numbers: • 2005 - 2011 • Fruit & Vegetable production Colombia increased from 9,2 – 10,2 million tons • Export value of Colombia Tropical and exotic Fruit in 2012 reached 48,6 million USD.
  4. 4. Some Basic FFV numbers: • 2011 Main fruits exported: • Bananas 36 % • Physalis 24 % • Passion fruit 8 % • Baby bananas 5 % • Granadilla 2 %
  5. 5. Example products with high market potential in Europe: • Avocado Hass • Limon Tahiti • Melons (Piel de Sapo, Yellow Honey Dew, Cantaloupe, Galia) • Watermelons (Quetzali, seedless) • Pomegranates (depending on window of supply)
  6. 6. Consumption FFV / year Europe • Vegetables 60 mln tons • Fruit 54 mln tons
  7. 7. Import Volumes 2011 • Vegetables 3.8 mln tons • Fruit 12.9 mln tons
  8. 8. EU Market • 28 countries • 500 million consumers • 28 different cultures • 28 different eating patterns • 28 different average income levels • 28 different business mentalities
  9. 9. The Netherlands Nederland Holland Holanda Paises Bajos • 16.5 Million population • 41.526 Sq Km
  10. 10. Gateway to Europe: • Schiphol Airport • Rotterdam Sea Port
  11. 11. Future Developments for the supply from emerging countries: • Economic development new EU members • Growing importance Retail organizations • Increasing demand for food safety • Changing role importers towards chain management • Growing demand for convenience, exotics and niche products • Increasing demand for Sustainability and CSR
  12. 12. Credit Crisis Short term threats: • Loss of confidence consumer • Less spending • Credit insurance more difficult • Banks more careful with overdrafts • Exceeding of Payment terms
  13. 13. Growing importance of large Retail Organizations • Approx 75 % of FFV sold via the supermarkets • Concentration in buying power • Demand for high level of professionalism of the producers • Food safety, programs, continuity • Chain control from seed to shelf
  14. 14. Approx 75 % of all fresh fruits & vegetables are sold via the supermarkets in Europe
  15. 15. Approx 75 % of all fresh fruits & vegetables are sold via the supermarkets in Europe
  16. 16. Approx 75 % of all fresh fruits & vegetables are sold via the supermarkets in Europe
  17. 17. Changing Role of the importer • Change to supply chain manager • Control on programs from production to supermarket • Control on the logistic chain
  18. 18. Quality: • Quality is not longer an issue • Everyone demands first class • No secondary markets • High costs for destruction
  19. 19. EU enlargement: • Higher income / lower consumption • Shift from basic volume products to diversity F & V products • More availability of other food products as snacks and junk food.
  20. 20. Logistics: • New logistic connections to new EU members • Development of new import companies in new EU countries • More direct shipments, surpassing the traditional importers
  21. 21. Exotics: • Higher consumer income • Increased Travel to distant holiday destinations • Large Ethnic communities
  22. 22. Food Safety: • Key issue • Demand for food safety protocols • General food legislation • Stricter control on MRL’s (maximum residue levels) • Harmonized in the EU per 01-09- 2008 • Supermarkets increasingly stricter than European laws
  23. 23. Certificates: • Need to follow protocols • GlobalGap a minimum entrée ticket to the EU market. • Growing demand for protocols as BRC, HACCP and others • Without certificates only spot market access.
  24. 24. Hygiëne ?
  25. 25. Organic: • Growing market for organic • Demand larger than supply • Supermarkets only interested in programs • Consumer not really ready to pay more
  26. 26. Sustainability / CSR • Care for the environment • Carbon footprint • Local for local • Growing consumer awareness on social circumstances • Ethical trade • Fair trade
  27. 27. Health:
  28. 28. Health: • Higher standard of living / more concern for health issues • Overweight a major concern • Governmental and EU campaigns to promote consumption of fresh F + V • Possibilities for the trade to emphasize health claims
  29. 29. Convenience: • Higher income / more demand for convenience products • Prepared, sliced, pre-cooked • Snack packs • Prepared in production countries • Convenience, innovation and problem solving
  30. 30. Innovation / Added value: • New concepts • Ready to eat programs • Product development • Kids marketing
  31. 31. Ethnic markets: • Large populations immigrants • Own food cultures • Growing consumption of ‘ethnic’ food • Integrating into the native kitchen • Specialized ethnic shops • Long term, assimilation in main stream supermarkets
  32. 32. Opportunities for developing countries: • Anticipation on increase of scale in the supply chain • Increasing demand for outsourcing • Marketing towards new EU members • Value adding / convenience • Niche products / windows of supply
  33. 33. Critical factors: • Increasing level of professionalism • Focus on food Safety protocols • Quality as basis • Focus on logistics • Increased scale of production • Improvement of communication
  34. 34. Thank you!

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