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Opportunities & challenges
for Tropical Fruit & Exotics
from Colombia on the
Dutch / EU market
Some Basic FFV numbers:
• 1990 – 2010
• Vegetable production worldwide
increased 60 %
• Fruit production worldwide
increas...
Some Basic FFV numbers:
• 2005 - 2011
• Fruit & Vegetable production
Colombia increased from 9,2 –
10,2 million tons
• Exp...
Some Basic FFV numbers:
• 2011
Main fruits exported:
• Bananas 36 %
• Physalis 24 %
• Passion fruit 8 %
• Baby bananas 5 %...
Example products with high
market potential in Europe:
• Avocado Hass
• Limon Tahiti
• Melons (Piel de Sapo, Yellow
Honey ...
Consumption FFV / year
Europe
• Vegetables 60 mln tons
• Fruit 54 mln tons
Import Volumes 2011
• Vegetables 3.8 mln tons
• Fruit 12.9 mln tons
EU Market
• 28 countries
• 500 million consumers
• 28 different cultures
• 28 different eating patterns
• 28 different ave...
The Netherlands
Nederland
Holland
Holanda
Paises Bajos
• 16.5 Million population
• 41.526 Sq Km
Gateway to Europe:
• Schiphol Airport
• Rotterdam Sea Port
Future Developments for the supply
from emerging countries:
• Economic development new EU members
• Growing importance Ret...
Credit Crisis
Short term threats:
• Loss of confidence consumer
• Less spending
• Credit insurance more difficult
• Banks ...
Growing importance of
large Retail
Organizations
• Approx 75 % of FFV sold via the
supermarkets
• Concentration in buying ...
Approx 75 % of all fresh fruits &
vegetables are sold via the
supermarkets in Europe
Approx 75 % of all fresh
fruits & vegetables are
sold via the
supermarkets in Europe
Approx 75 % of all
fresh fruits &
vegetables are
sold via the
supermarkets in
Europe
Changing Role of the
importer
• Change to supply chain manager
• Control on programs from
production to supermarket
• Cont...
Quality:
• Quality is not longer an issue
• Everyone demands first class
• No secondary markets
• High costs for destructi...
EU enlargement:
• Higher income / lower
consumption
• Shift from basic volume
products to diversity F & V
products
• More ...
Logistics:
• New logistic connections to new
EU members
• Development of new import
companies in new EU countries
• More d...
Exotics:
• Higher consumer income
• Increased Travel to distant
holiday destinations
• Large Ethnic communities
Food Safety:
• Key issue
• Demand for food safety protocols
• General food legislation
• Stricter control on MRL’s (maximu...
Certificates:
• Need to follow protocols
• GlobalGap a minimum entrée
ticket to the EU market.
• Growing demand for protoc...
Hygiëne ?
Organic:
• Growing market for organic
• Demand larger than supply
• Supermarkets only interested in
programs
• Consumer no...
Sustainability / CSR
• Care for the environment
• Carbon footprint
• Local for local
• Growing consumer awareness on
socia...
Health:
Health:
• Higher standard of living /
more concern for health
issues
• Overweight a major concern
• Governmental and EU
ca...
Convenience:
• Higher income / more demand for
convenience products
• Prepared, sliced, pre-cooked
• Snack packs
• Prepare...
Innovation / Added
value:
• New concepts
• Ready to eat programs
• Product development
• Kids marketing
Ethnic markets:
• Large populations immigrants
• Own food cultures
• Growing consumption of ‘ethnic’
food
• Integrating in...
Opportunities for
developing countries:
• Anticipation on increase of scale in
the supply chain
• Increasing demand for ou...
Critical factors:
• Increasing level of professionalism
• Focus on food Safety protocols
• Quality as basis
• Focus on log...
Thank you!
Trends developments Colombia
Trends developments Colombia
Trends developments Colombia
Trends developments Colombia
Trends developments Colombia
Trends developments Colombia
Trends developments Colombia
Trends developments Colombia
Trends developments Colombia
Trends developments Colombia
Trends developments Colombia
Trends developments Colombia
Trends developments Colombia
Trends developments Colombia
Trends developments Colombia
Trends developments Colombia
Trends developments Colombia
Trends developments Colombia
Trends developments Colombia
Trends developments Colombia
Trends developments Colombia
Trends developments Colombia
Trends developments Colombia
Trends developments Colombia
Trends developments Colombia
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Transcript of "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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