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Lusito D. Khumalo GM: Enterprise Development 18 November 2010 Agribusiness Export Awareness Workshop Cedara College Pietermaritzburg Avocado Exports: The.

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Presentation on theme: "Lusito D. Khumalo GM: Enterprise Development 18 November 2010 Agribusiness Export Awareness Workshop Cedara College Pietermaritzburg Avocado Exports: The."— Presentation transcript:

1 Lusito D. Khumalo GM: Enterprise Development 18 November 2010 Agribusiness Export Awareness Workshop Cedara College Pietermaritzburg Avocado Exports: The South African Story

2 Contents Corporate structure Background Research and development Orchard practices Disease control Picking, packing and cooling Logistical efficiency EU supply and price Market development EU market growth Accreditation Emerging farmer development Conclusion

3 HM Corporate Structure Hans Merensky Foundation HM Holdings WestfaliaHM Timber IDC

4 Westfalia Group Hans Merensky Foundation Westfalia Westfalia Fruit Estates Bavaria Fruit Estate Westfalia Fruit Products Westfalia Marketing South Africa Westfalia Marketing Europe HM Timber

5 Westfalia Functional Structure Westfalia Limited Westfalia Marketing (Pty) Ltd Tzaneen Fruit Packers (Pty) Ltd Westfalia Marketing BV Westfalia Marketing AG Hans Merensky Holdings (Pty) Ltd Comexa Services SARL Westfalia Europe Cooperatief U.A. Westfalia Marketing UK Ltd Westfalia Fruit (UK) Ltd Greencell Limited Westfalia Fruit Products (Pty) Ltd Westfalia Fruit Estates (Pty) Ltd Bavaria Fruit Estate (Pty) Ltd Agricola Ayacucho S.A.

6 The main cultivars exported from South Africa Fuerte Pinkerton Hass Ryan Background

7 Until the late 1980’s quality of export fruit a major challenge Cold damage Grey pulp Pulp spot Post harvest decay (Antrachnose/stem end rot) Fruit sensitivity a function of climatical conditions -South Africa, Mexico, Australia (Queensland/NSW) and New Zealand similar History

8 A number of people contributed to develop a successful and competitive export avocado industry through dedicated research. Amongst these were Joe Darvis, Jan Toerien, Stefan Köhne, Blackie Swarts, Jurg Bezuidenhout, Guy Whitney, John Bower, Jonty Cutting, Nigel Wolstenholme, Gawie Eksteen, Bertie Truter, etc. Institutions : Westfalia, University of Natal and ARC Research & Development

9 Nitrogen levels Calcium translocation Potassium / Nitrogen ratio Cell wall integrity / browning enzymes (Poliphenol oxidase) Orchard practices

10 Disease Control Pre-harvest Copperoxychloride Timing of application Efficiency of application Post-harvest Omega (Prochloraz / Chronos) Westfalia Biocoat ®

11 Soft handling of fruit Stem-end dip (Prochloraz / Westfalia Biocoat®) Tendency towards smaller trees Pruning / hedge rows Objective : Limit lenticell damage / bruising / stemend rot Picking

12 Quality evaluation at intake (picking injuries and other defects) Fruit handling – important principles -Intake -Roller speed -Type of brushes -Limit falls and rolling of fruit -Measurements – electronic apple (Visier) Objective : Limit lenticell damage and bruising Packing

13 Cold room design Limit moisture loss Carton design -Ventilation -Strength Cooling

14 Logistical Efficiency Controlled atmosphere (CA) - most common post harvest treatment for SA shipments 1-MCP (Smartfresh™) technology is starting to play a more important role as an alternative Advanced Fresh Air Management (AFAM plus) might also be a consideration for the future.

15 Temperature regime Fruit maturity / cultivar Time / temperature interaction Fruit age Temperature management

16 Market dynamics – impact on fruit quality Undersupplied market – forgiving of quality Oversupplied market – very competitive

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19 SA Exports Consolidation within the industry Grower driven export companies Forward integration into markets

20 Market development Selling more in existing markets -Create bigger awareness for avocados as a health product -Availability of Ripe & Ready to eat avocados Develop new markets -Israel efforts in East Block countries

21 European market growth

22 Market sophistication - Accreditations

23 Estimated Farm Income per carton for Hass in EU export markets 4kg Carton Gross in Euros (€) Packing Costs (R) Transport to Port (R) SAAGA (R) Export Comm. (R) Other (R) Sea freight (R) Overseas costs (R) BOF (R) 5.507.503.400.681.002.5010.00 - 11.0012.1028.00 8.007.503.400.681.002.5010.00 - 11.0014.8055.00

24 Value chain interventions needed by emerging avocado farmers Foundation Marketing Logistics Pack house On-farm Training - Blackspot spraying (BOTT) -Commercial (JV) Refurbishment Outsource to SMMEs Shareholding

25 Methodology Feb - August 2009 1.Survey of 60 farmers 2.Selection of 15 farmers for pilot study 4.Conduct a value chain analysis of traditional supply chain 5.Selection of development approach: Sustainable Livelihoods Spraying began in Sept ‘09 to Jan’10

26 WOOLWORTHS ENTERPRISE DEVELOPMENT FUND (EDF) FARMERS PACKHOUSE WESTFALIA MARKETING (SA) Accredited WESTFALIA MARKETING (SA) WFM (SA) WESTFALIA ESTATE (WFE) BUSINESS MODEL LEGAL STRUCTURE 1. Tri-Party Agreement 2. Marketing Agreement3. Packing Agreement

27 Project Logo

28 Results FROM ORCHARD TO MAIN ROAD FROM MAIN ROAD TO COLLECTION POINT FROM COLLECTION POINT TO PACKHOUSE

29 Conclusion A combination of scientific research and the application of commercial principles A determination by growers to pull together and weather the storms in unison The unwavering support by government departments and associated agencies

30 Thank-you

31 NamePositionContact Number E-mail Louis VorsterManaging Director083 702 8639 015 309 0053 louisv@hansmerensky.co.za Johan RebelExecutive Manager082 898 7736 015 309 0046 johanr@hansmerensky.co.za Lusito KhumaloGM: Enterprise Development Manager 073 717 3958 015 309 0069 lusitok@hansmerensky.co.za Gary HaylettStrategy and Projects Manager 083 611 6413 011 381 5750 garyh@hansmerensky.co.za Contact Details


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