1. The European Fresh Market: Challenges & Opportunities By; Mauro Suazo Suazo Agro International July, 2011 San Pedro Sula, Honduras

2. Overview Introduction The European Fresh Market The Melon Market Trends & Developments Conclusions: Challenges & Opportunities

3. Overview Introduction The European Fresh Market The Melon Market Trends & Developments Conclusions: Challenges & Opportunities

5. Overview Introduction The European Fresh Market The Melon Market Trends & Developments Conclusions

7. The European Fresh Market Fragmentized Market Europe: 44 countries (including Russia) 24 Western European countries 20 Eastern-European countries In total more than 800 million people 27 countries within E.U.

8. The European Fresh Market Fragmentized Market Fragmentized market Different import markets: but borders are diminishing Every country is a market on its own: but supermarkets are rationalizing

9. Overview Introduction The European Fresh Market The Melon Market Trends & Developments Conclusions: Challenges & Opportunities

10. The Melon Market Most important Melon Varieties Galia melons Yellow honey dews Cantaloupe Piel de Sapo Charantais Orange flesh honey dews Others

11. The Melon Market Most important Watermelon Varieties Seedless Watermelons Striped Seeded Watermelons (Quetzali) Baby Watermelons (1,5 -2,5 kg. per piece)

12. Overview Introduction The European Fresh Market The Melon & Watermelon market Trends & Developments Conclusions: Challenges & Opportunities

13. Trends & Developments Increasing standards for Food Safety ISO 9002 – HACCP GlobalGap

14. Trends & Developments Quality, Quality, Quality

15. Trends & Developments Increasing share of Discounters

16. Trends & Developments Market Discounters Limited Product assortment: BASIC Good Quality and Safe products Sharp Consumer price / Low Margin High Volume

17. Overview Introduction The European Fresh Market The Melon & Watermelon market Trends & Developments Conclusions: Challenges & Opportunities

18. Conclusions: Challenges & Opportunities Producers & Exporters Focus on Quality (Zero Tolerance) Focus on eating quality (brix levels) Focus on Food Safety (Global Gap) Developing varieties with shelf life (Cantaloupes & new varieties of Galias) Partnerships throughout the supply chain (make the chain less costly & more efficient)

19. Conclusions: Challenges & Opportunities Distributors Focus on Quality (Zero Tolerance) Focus on eating quality Covering Europe House Branding: Royal Fresh Innovation in packaging & varieties

22. Satisfy our customers!

23. Sin duda alguna pero.. Si se puede

24. Quien podra contra nosotros?

25. Muchas Gracias a todos! Mauro Suazo 305 546 1352 & 954 892 9470 SuazoAgro@aol.com