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A Look on the Productive Reality Apple Brazilian Scenario Pierre Nicolas Pérès Associação Brasileira de Produtores de Maçã ABPM Madrid 21 st. October 2011.

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Presentation on theme: "A Look on the Productive Reality Apple Brazilian Scenario Pierre Nicolas Pérès Associação Brasileira de Produtores de Maçã ABPM Madrid 21 st. October 2011."— Presentation transcript:

1 A Look on the Productive Reality Apple Brazilian Scenario Pierre Nicolas Pérès Associação Brasileira de Produtores de Maçã ABPM Madrid 21 st. October 2011

2 About ABPM

3 ABPM – Associação Brasileira de Produtores de Maçã Non-profit association with a permanent secretariat based in Fraiburgo Created in 1978 to set up a national forum of discussion for issues affecting apple production, regulation, research and trade Incorporate the 3 states Association, Cooperatives and apple Producers, representing 90% of the volume produced. President elected

4 ABPMs objective Mission – Facilitate to the associate access to private and publics means financial and scientific for production of high quality fruits, using technology respecting the environment and consumer health. Vision – To be the reference in the brazilian fruit sector, contribute to the economy of the apple regions, looking for the engagement of federal, state and municipal authorities Principles

5 – Ethic and integration of the producers, social responsibility, respect of environment, respect of individual value, equilibrium between the fruit growing segments and clients satisfaction.

6 BRAZILIAN DATA

7 PRODUCTION SURFACE AND VARIETIES

8

9

10 Source: IBGE, ABPM, AGAPOMI, EPAGRI, DEROL PRODUCTION (t)

11 STATEProduction (t)(%) Santa Catarina689.87651% R. Grande do Sul605.17745% Paraná56.0004% Others (BA, MG,SP) 1.8510% Total1.355.904100% APPLE PRODUCTION PER STATE 2010-11 (VOLUME – T) Source: IBGE/ABPM/AGAPOMI/FRUTIPAR

12 APPLE SURFACE (ha) Source: ABPM, AGAPOMI, EPAGRI, DEROL, IBGE

13 APPLES VARIETIES ( %) Source: ABPM, AGAPOMI

14 StatePHACANTOTAL SANTA CATARINA90 242.726 136.152 378.878 RIO GRANDE DO SUL110 207.880 107.670 315.550 PARANA19 - 11.172 BRASIL220 450.606254.994705.600 Cold Capacity (T) and Packings Source: ABPM

15 EXPORT and IMPORT

16 APPLE EXPORT (T) Fonte: ABPM, SECEX

17 Source: SECEX EXPORT PRICE FOB ($/kg)

18 EXPORT PRICE FOB (R$/kg)

19 Fonte: ABPM, SECEX DESTINATION (2008 in %)

20 Fonte: ABPM, SECEX DESTINATION (2011 in %)

21 Source: ABPM, SECEX IMPORTAÇÃO DE MAÇÃS 2010 (T)

22 ORIGIN 2010 (%) Source: ABPM, SECEX

23 TRADE

24 POSITIVES ASPECTS According to the POF-IBGE, brazilian apple was the 4 th. fruit most consume in 2008. In 2011, CNA realize a study regarding fruit consumption, apple became the 2 nd. fruit most remembered by the public. In the same CNAs study apple became the 2 nd. Fruit most consumed and the brazilians preferred fruit. Apples do have an appeal for health and good taste. Wholesalers and retailers do recognize the importance to have apples in their mix and in the shelves.

25 Actual situation Apples is the second fruit most consumed in important cities like São Paulo and Belo Horizonte: São Paulo Belo Horizonte Source: Connection Pesquisa e Análise de Mercado, 2004 25

26 Wealth Distribution

27 Source: Centro de Polliticas Sociais FGV

28 Demography Source: Mundo Corporativo n. 28 - Deloitte

29

30 DEMOGRAPY BONUS Unique moment in the brazilian history and will not repeat. During the next 3 decades the economically active population (PEA) will be more important than the other kinds, non working, kids and elderly. => More saving => More Job => More investment and consumption More GROWTH

31 Fonte: ABPM, SECEX 20072008200920102011 * Production993.227983.2401.052.5141.226.3381.200.000 Domestic offer in Natura632.728731.032765.825906.536966.378 Export112.073112.25098.20390.83948.622 Domestic Production in Natura564.154675.990704.482829.657851.378 Import68.57455.04261.34376.879115.000 Industry317.000195.000249.829305.842300.000 Brazilian Population – IBGE in (000) 187.796189.736191.592193.224194.933 Consumption in natura kg/hab 3,373,854.004.694.96 Brazilian Apple Market

32 Source: ABPM; CEAGESP; IEA – Instituto de Economia Agrícola - 2011: up to May

33 YEARLY AVERAGE SALES OF PACKED APPLES Cat 1, 2 e 3Gala R$/kgFuji R$/kgINPCIGPM 20031,1271,29210,38%8,69% 20040,8741,1956,13%12,42% 20051,1961,4775,05%1,20% 20061,4281,5792,81%3,84% 20071.1051,4905,16%7,74% 20081,3381,6156,48%9,81% 20091,1841,3434,114%-1,712% Variation 2003/20095,058%3,947%47,50%49,31% Supermarkets: 2003 a 2009 +45% Source: ABPM

34 SUPERMARKETS STRUCTURE 2009 (R$177bi, +11,7%) Source: NIELSEN 2009

35 Increased role of exchange rate on trade

36 OUTLOOK 2012

37 Very good winter Climate condition during blooming good No frost No hail so far Thinning under way May be a bumper crop 2012 CROP

38 FINAL COMMENTS

39 Review of concerns Sustainability Increased costs for supply ( food safety, logistics, packaging, actives substances, labor,...) Return often below cost of production for many growers Supply fragmentation v. retail concentration Emergence of discounter and impact for suppliers Multiplication /proliferation of requirements Consequences on demand of changing consumer behavior Improved postharvest techniques making a flat price along the year

40 Review of concerns Consumption Stagnating consumption and increased competition from other products Limited initiatives on promotion, need to enhance marketing campaign, how? Financing of marketing - growers, state, both? Role of innovation and varietal or club development How to benefit from healthy assets of apples, consumer purchasing patterns and dietary behaviors will influence demand for apples? Quality, how to cope with fruits under standard – Rito Sumario

41 Review of concerns Market Concentration of buyers versus pulverization of growers/packers – Consortium – Growers Concentration Promoting Consumption – Government? – Fruits in the school – Army – Global marketing project

42 Review of concerns Emerging issues Role of unexpected climatic conditions on production and trade ( snow, frost, drought, flood,..) and also on consumption Role of currency fluctuation ( ; £, $, zl, Ruble, SH currencies, … ) Future impact of the climate change debate ( environment, water, waste, packaging, logistics,..) Coping with NGO negative campaign in Europe affecting image of produce and consumer confidence

43 Review of concerns CLIMATE Mainly Hail – Insurance – Netting Lower taxes on investment against hail Subsidy of interest rates Long term loan MECANIZATION Orchard and Packing FINANCIAL DEBTS Retruscturation

44 CONCLUSION

45 Brazilian Government through law n. 4504 – 30/11/64, is encouraging the producers to create a consortium to get back power of negotiation to the growers, allowing to form one legal entity for sales and for buying. Boost Internal market – Project: More fruits at school – Project: Healthy Tourism – Project: Bella Fruits presentation in supermarket Degustation Communication Merchandising Reinforcement Action in the press Web Marketing

46 To increase consumption we must offer improved quality, have a better divulgation throughout the media, we do have an asset, our apple is recognized for its flavor that is nationally recognized. Apple cannot missed at home and in the supermarket, according to consumer It is an item of the shopping list Consumers want to buy good quality apples.

47 Strengthening Farmers organization – Association – Cooperative – Consortium Qualify the offer Marketing, communication, promotional events, listening to the consumers wishes Give value to our products Invest in fundamental research, biotechnology Better clones, productivity, mechanization, orchard conduction

48 GRACIAS WWW.ABPM.ORG.BR


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