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Pj anji whitetea-organic-enzh

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Organic Agriculture Markets in Europe
欧洲有机农业市场
2017 China Anji White Tea Expo & World Tea Brand Summit

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Pj anji whitetea-organic-enzh

  1. 1. 2017 China Anji White Tea Expo & World Tea Brand Summit Organic Agriculture Markets in Europe 欧洲有机农业市场 Pierre Johnson, organic and fair trade markets expert Pierre Johnson,有机和公平贸易易专家
  2. 2. 2017 China Anji White Tea Expo & World Tea Brand Summit Organic Agriculture,a European scientific and farmers tradition 有机农业,⼀一种欧式科学和农作传统 Pioneers 先驱们 Charles Darwin R.Steiner Albert Howard Hans&Maria Muller,E.Pfeiffer
  3. 3. 2017 China Anji White Tea Expo & World Tea Brand Summit for Europeans: a production system that sustains the health of soils, ecosystems and people. It relies on ecological processes, biodiversity and cycles adapted to local conditions, rather than the use of inputs with adverse effects. 对于欧洲⼈人来说,这是⼀一个⽀支持⼟土壤、⽣生态系统与⼈人之间的健康发 展的⽣生产系统。它根据当地条件,以友好的⽣生态过程、⽣生物多样性 和周期性劳作为依托,⽽而不不是那种会带来负⾯面影响的⾏行行为 Organic agriculture is ... 有机农业是...
  4. 4. 2017 China Anji White Tea Expo & World Tea Brand Summit Organic agriculture is ... 有机农业是... It combines tradition, innovation and science to benefit the shared environment and promote fair relationships and a good quality of life for all involved 它是传统、创新和科学的有机结合,从⽽而达到共享环境、促进 平等关系的建⽴立以及提⾼高⽣生活质量量的效果
  5. 5. 2017 China Anji White Tea Expo & World Tea Brand Summit in Asia Natural Farming follows the« do nothing » (zen, taoist) philosophy. 与中国道家的“⽆无为”相似。 M. Fukuoka: The one-straw revolution, 1975 - 1978 1975—1978年年,⼀一根稻草的⾰革命。 A trained microbiologist, returned to work on his land on the Shikoku Island, which becomes a training center known worldwide. ⼀一个专业的微⽣生物学家,在四国岛进⾏行行该⽅方⾯面的培训,闻名世界。 ...contrasting with “natural farming” 对⽐比“⾃自然农业”
  6. 6. 2017 China Anji White Tea Expo & World Tea Brand Summit From private standards to European regulation&equivalence 从地⽅方标准到欧洲标准 1967, The Soil Association, implements its own standards in UK. 1967年年,⼟土壤协会在英国落实了了他们的标准。 1972, Nature et Progrès (France) sets up one of the first national and the International Federation of Organic Agriculture (IFOAM) is also created in 1972 in Fontainebleau, France 1972年年,法国展组织设⽴立了了国家性标准,同年年国际有机农业运动联合会也在法国枫丹丹⽩白露露成⽴立。 1973, in USA, the CCOF (California Certified Organic Farmers)is created 1973年年,加州认证的有机农场在美国成⽴立。
  7. 7. 2017 China Anji White Tea Expo & World Tea Brand Summit From private standards to European regulation&equivalence 从地⽅方标准到欧洲标准 1991 first European Organic Agriculture regulation 1991年年,⾸首个欧洲有机农业标准 2001,Japanese Agricultural Standard - certifies for organic 2001年年,⽇日本有机农业认证标准 2002,first conference on harmonization and equivalence 2002年年,⾸首个关于等价与协调会议召开 2007,second EU OA regulation - CE 834/2007 2007年年,第⼆二个欧洲有机农业标准—CE834/2007
  8. 8. 2017 China Anji White Tea Expo & World Tea Brand Summit More than 10 million hectares in Europe 在欧洲,⾯面积超过1000万公顷 Australia (22,7 m ha), Argentina (3.1 m ha) and US (2million ha) first producers by land, India (600,000), Ethiopia and Mexico by number of producers (200,000) 按时间排是澳⼤大利利亚、阿根廷和美国,按产品数量量排是印度、 埃塞俄⽐比亚和墨墨⻄西哥 Nearly 51 million hectares are grown organically worldwide 在世界范围内,有机农业覆盖⾯面积达5100万公顷 IFOAM gathers (almost) all organisations working for organic agriculture, i.e. 800 organisations from 120 countries. IFOAM包括了了来⾃自了了120个国家的800多个有机农业组 织 Organic agriculture worldwide(2015) 世界范围内的有机农业
  9. 9. 2017 China Anji White Tea Expo & World Tea Brand Summit Organic markets,farms and land (2015) 有机市场、农业和⼟土地 The organic market in Europe = 28.9 billion 欧洲有机农业市场——289亿欧元 Global organic market = 87 billion $ in 2016, 7 全球有机农业市场——870亿美元(2016.7) Europe, the second market for organic (33%) after the USA(46%)with Germany first (11%), then, France (7%), Italy and UK. 世界有机市场排序:美国>欧洲;欧洲有机市场排序:德国>法国>意⼤大利利>英国
  10. 10. 2017 China Anji White Tea Expo & World Tea Brand Summit Organic markets, farms and land (2015) 有机市场、农场和⼟土地 4 countries represent 64% of European organic market(Germany, France, Italy, UK). 德法意英占欧洲有机市场的64% 268 665 organic farms (6.2% of surface) cultivating 11.2 million hectares (+1.3% per year). 268 665 个有机农场(占总⾯面积的6.2%),种植⾯面积达1120万公顷(每年年增⻓长1.3%) 68% of the organic land in 6 countries(Italy, Spain, Poland, France, Greece, Germany, UK). 意⼤大利利、⻄西班⽛牙、波兰、法国、希腊、德国、英国占有机⼟土地的68%
  11. 11. 2017 China Anji White Tea Expo & World Tea Brand Summit A market with a fast growth 快速增⻓长的市场 European growth : 10% (Spain 24.8% in 2015) 欧洲增速:10%(⻄西班⽛牙在2015年年增速24.8% Switzerland 30% growth in 2014 瑞⼠士2014年年增速为30% US market: 11,5% growth in 2014 市场:2014增速为11.5%
  12. 12. 2017 China Anji White Tea Expo & World Tea Brand Summit Take off of organic markets in BRICS emerging economies: “⾦金金砖四国”经济体有机市场的腾⻜飞 Imports of organic in China: 2,4 billion € in 2013 中国有机产品进⼝口量量:2013年年240亿欧元 Russia : 225 million $ market 俄罗斯:22500万美元 Growth in other emerging countries, including Brazil 同样地,在巴⻄西也⻜飞速增⻓长 A market with a fast growth 快速增⻓长的市场
  13. 13. 2017 China Anji White Tea Expo & World Tea Brand Summit Types of distribution networks for organic agriculture 分销⽹网络类型 France, Germany, Netherlands, Italy and Belgium: supermarkets and specialized shops (Biocoop, Naturalia, Lebensbaum)法德荷 意⽐比利利时:超市和专卖店 UK, Denmark, Sweden, Finland, Czech Republic and to a lesser extent Austria,: major retailers dominate.英丹丹⻨麦 瑞典芬兰捷克奥地利利:主要的 零售商 In Spain, Portugal,Eastern Europe:sale on markets, small retailers,specialized shops ⻄西 班⽛牙、葡萄⽛牙、东欧:市 场、⼩小零售商和专卖店
  14. 14. 2017 China Anji White Tea Expo & World Tea Brand Summit The benefits of certified organic agriculture for producers 有机农业认证对⽣生产者的意义 Economic benefits: 经济效益 Trust and reputation 信任以及名誉 Organic premium +$ 有机溢价 Security: constant growth of the market segment 可靠:市场不不断扩⼤大 High return oninvestment ⾼高回报
  15. 15. 2017 China Anji White Tea Expo & World Tea Brand Summit The benefits of certified organic agriculture for producers 有机农业认证对⽣生产者的意义 Intangible benefits: ⽆无形收益 Trust and reputation 信任和名誉 Training, capacity building, know-how 得到训练 Food security (FAO study since 2006) ⻝⾷食品安全 Preservation of natural capital 保护⾃自然资源 Resilience, preservation of adaptation capacity 有韧性适应能⼒力力增强
  16. 16. 2017 China Anji White Tea Expo & World Tea Brand Summit The benefits of organic food for consumers 有机⻝⾷食品能带给消费者什什么 Health benefits, and saving on health costs 带来健康 Nutrition: more nutrients 更更多营养提供 Food security ⻝⾷食品安全 Preserve the environment 保护环境 Ethics: respect people, and the land ⼟土地友好
  17. 17. 2017 China Anji White Tea Expo & World Tea Brand Summit Trends consumption of organic tea in France 法国有机茶消费趋势 Organic is becoming mainstream in France. 9 out of 10 consumers sometimes buy organic. 有机是法国的主流趋势,10个消费者⾥里里有9个会购买有机产品。 But only 27 % of consumers declare buying organic coffee, tea or herbal tea, down compared to previous years. Fruits and vegetables, dairy and eggs are the most popular categories in organic. 但是相⽐比前⼏几年年,只有27%的消费者表示他们要买有机咖啡、有机茶和有机草本茶。有机产品中主 要是⽔水果、蔬菜、乳制品和鸡蛋等
  18. 18. 2017 China Anji White Tea Expo & World Tea Brand Summit Profile of consumers of the category «coffee, tea and herbal tea» 消费者消费类别:咖啡、茶和草本茶 24% of men consume them, 29% of women 消费者占⽐比:24%男性,29%⼥女女性 32 % are between 35 and 49 years old, 29 % are between 50 and 64 and 23% above 65 32%的年年纪在35—49之间,29%的年年纪在50—64之间,23%的年年纪在65之上 Trends consumption of organic tea in France 法国有机茶消费趋势
  19. 19. 2017 China Anji White Tea Expo & World Tea Brand Summit Trends consumption of organic tea in France 法国有机茶消费趋势 Where are organic coffee and tea bought? 有机咖啡和有机茶的购买渠道 72 % in retail 72%零售购买 21 % in specialized shops 21%专卖店购买 7% other : market, farms, drive etc. 7%其他渠道购买(市场、农场) Source: Agence Bio - 2015 资料料来源 Agence Bio - 2015
  20. 20. 2017 China Anji White Tea Expo & World Tea Brand Summit Labels and certifications 标签和证书 Fair Trade indications Geographical indications organic ISO SPS
  21. 21. 2017 China Anji White Tea Expo & World Tea Brand Summit European and Chinese Standards 欧洲标准和中国标准 IFOAM has set up standards, which are followed worldwide: Europe, North and South America, Africa, Australia, Japan. 欧洲、北北美和南美、⾮非洲、澳⼤大利利 亚、⽇日本等都按照IFOAM设置的标准 Control of pesticide application and pesticide residues crucial watermark for organic agriculture. 农药控制应⽤用程序和农药残留留⽔水印对有机农业⾄至关重要。 Additionally, Europe has sanitary norms for all products entering Europe.进⼊入欧洲的产品须遵从欧洲标准, It has reinforced its norms on Chinese teas arriving in Europe n October 1st, 2011. 因此,他加强了了中国茶的进⼊入标准 Certain pesticides are commonly found on tea, European norms are 30 times more stringent than Chinese norms.对于 农药检测,欧洲标准⽐比中国标准严格30倍
  22. 22. 2017 China Anji White Tea Expo & World Tea Brand Summit Is the trust in Chinese tea at risk 中国茶遭遇信任危机了了么? Greenpeace has analyzed in a report released in 2012 4 Lipton teas for the Chinese market are particularly target (Lipton is a Unilever subsidiary): jasmin, green, iron Buddha; black tea, prepared in giant Hefei factory were analyzed. All teas had at least 9 pesticide types, 7 of which not approved in Europe, and 3 not approved in China (dicophol, endosulfan and méthomyl). 绿⾊色和平组织在2012年年发布了了⼀一份关于4种在中国市场销售的⽴立顿茶的分析报告(⽴立顿是联合利利华⼦子公 司):茉莉花,绿⾊色,铁观⾳音,红茶,(在合肥⼯工⼚厂进⾏行行分析)。检测出在茶⾥里里⾄至少有9种农药类型,其中7种为 欧洲所禁⽌止,3种为中国所禁⽌止(dicophol,硫丹丹、灭多⾍虫)。
  23. 23. 2017 China Anji White Tea Expo & World Tea Brand Summit Is the trust in Chinese tea at risk 中国茶遭遇信任危机了了么? A previous study on 9 big Chinese tea producers in Fujian and Zhejiang showed the presence of 29 types or pesticides. Chinese maximum residue limits were not exceeded. 早先得⼀一项研究表明,在中国福建和浙江的9⼤大茶叶中检测出了了29种农药残留留。但没有超过中国中 国最⼤大残留留量量 Only 30 pesticides were listed in Chinese norms against 450 Europe. There are 600 types of pesticides in China. 在中国有600种农药,却只有30种被列列出。
  24. 24. 2017 China Anji White Tea Expo & World Tea Brand Summit Is the trust in Chinese tea at risk 中国茶遭遇信任危机了了么? A Chinese millionaire said on the social networks: “What should I bring to my friends now?I don't want them to say “Stop offering me tea, I don't want to be poisoned”” Greenpeace said it was the responsibility of producers to control their supply chain, and prevent their customers from bing poisoned. ⼀一个中国的富商曾在社交⽹网络上说:我该送我朋友什什么东⻄西呢?我可不不想听他们说“不不要再送茶 给我了了,我不不想中毒!绿⾊色和平组织指出,⽣生产者应该控制供应链来控制农药量量。
  25. 25. 2017 China Anji White Tea Expo & World Tea Brand Summit Dammann Frères 达蔓茶 Dammann bulk importer since 1982, exclusive importer of the kings of France. ⾃自1982年年以来Dammann散装进⼝口,它是法国国王的独家进⼝口商。 Retailer Thés de la Pagode were interested in Chinese organic tea from Dammann in 2010. But after seing that pesticide residues from neighboring farms were contaminating their lots of tea. Thés de la Pagode 对中国有机茶很感兴趣。但是他们发现附近的农场农药会污染茶叶。 Now sources organic tea in Nepal and Rwanda, rather than in China, when even organic producers suffer from pesticide residues from neighbouring conventional farms. 现在有机茶多来⾃自尼泊尔和卢旺达,⽽而不不是中国。周围的农药残留留会污染到有机产品
  26. 26. 2017 China Anji White Tea Expo & World Tea Brand Summit Some high end brands ⼀一些⾼高端品牌 Jardins de Gaïa Løv Organic Thés de la pagode
  27. 27. 2017 China Anji White Tea Expo & World Tea Brand Summit Let's strive to preserve the reputation of Chinese tea! 让我们⼀一起来维护中国茶的名誉
  28. 28. 2017 China Anji White Tea Expo & World Tea Brand Summit Thank you for your attention! Let's keep in touch. contact@pierrejohnson.eu www.pierrejohnson.eu

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