EU foreign Trade by products (fruit, vegetables and berries) – analysis of export and import flows

To gain entry into the EU market it must be recognised that: Within each country there are different market dynamics There are different consumer expectations National tastes may differ The market organisation is different There are different ways marketing rules are applied Some things are common

Amongst consumers there are two prime factors that affect the buying decision: Price and Aesthetic appearance

Perception and concern of food security in the EU

People in Greece and Portugal are very concerned about their national food security. 94% of those polled in Greece and 85% of those polled in Portugal expressed concern. People in Netherlands, Denmark, Sweden and Germany are less concerned about national food security. Across the EU (most Member States) 76% expressed concern that sufficient food is produced to meet the needs of the world’s population. Across the EU (most Member States) 43% expressed some degree of concern that sufficient food is produced to meet the needs of their country. In 17 out of the 27 Member States the proportion of respondents who are not concerned about food production in their own country is greater than the proportion of those who are concerned.

The EU is supporting National initiatives promoting fruit and vegetable consumption A majority of Europeans do not reach WHO recommendations on vegetables and fruit consumption (≥ 400 g per day). Consumption varies, with higher intakes in southern part of the EU compared to the Northern parts. Consumption varies on time of year, more fruit in the summer, more vegetables in the winter. Year round supplies are the norm

Some facts about Germany Population 80.6 million Area 348,570 km² German people have the third highest consumption of fruit and vegetables in the EU, they also drink more fruit juices than most. Women eat more fruit and vegetables than men. Organic fruit and vegetables are a feature of the German market. Like the UK and Netherlands, Germany has a national programme to increase fruit and vegetable consumption. One stop shopping is not so usual in Germany VAT is payable on food.

Some facts about the Netherlands Population 16.8 million Area 33,730 km² The Netherlands imports far more than it consumes. The Netherlands exports more than it consumes. The Netherlands fruit and vegetable trade is a logistical hub for the marketing and distribution of fruit and vegetables across the EU and beyond. The Netherlands has a highly developed industry and provides seed, plants and technology to the wider industry.

Some facts about the UK Population 64.1 million Area 243,610 km² The UK is a big importer but in some sectors is almost self sufficient. UK food prices have risen most The fruit and vegetable sector is dominated by 5 major retailers. The position of these five is under pressure from 2 discount chains. The current state of UK incomes is allowing the discounters to grow. Independent shops are being squeezed out of existence by the major 5 opening their own ‘local’ stores. There has been a rapid growth in on-line grocery shopping. The UK has a diverse population and imports a wide range of ‘exotic’ fruit and vegetables

Key market requirements: No pesticide residues No contaminants Meet food safety controls Plant health requirements Be correctly labelled Meet the quality standards

a Commercial requirements: Food safety management accreditation Globalgap, IFC, BRC Quality standards

Niche market requirements Organic certification Fair trade Ethical trading

Fresh berry sales in Northern Europe are growing strongly. Consumer attitudes are changing as more blueberries and raspberries are marketed. There are opportunities for local areas of production to develop. The growth in berries depends on innovation in production, new varieties with larger berries are being introduced. Blueberry sales have grown hugely. But there are still opportunities to grow sales of raspberries, blackberries and other berry types. Innovation is happening throughout the supply chain. Fresh berries sell at high prices. But they are highly perishable, it is vital that supply chain losses are reduced to the lowest possible levels. There is a correlation between lower losses and higher profitability. Post-harvest expertise needs to face the problems of sustainability, to satisfy different parts of the supply chain.

In highly competitive markets, where large volumes of products are being constantly moved, it is vital that each package is properly labelled but equally important that exports catch the buyers eye when there is a great deal of choice.

The first stage of quality control in the most markets is the package. It must not only look good from the outside, but must contain products which are up to the accepted quality standard, or the bright distinctive label will become a signal for rejection by the buyers.

Meet the market expectation. Promote sales. Meet legal requirements. Be cost effective. Be easily transportable. Be secure, in these days sealed trucks are necessity.

Trade Contacts Marketing Trends and Developments Trade Events Market Surveys

Yum yum!

The Quality Controllers Report: Due to the fact that isolated fruits only make 65mm then go up to 75mm the sizing is noticeably very mixed. Box ends state 68-73mm Low levels of major bruising and brown corky spot. Slightly higher levels of minor bruising. Pressures KG. Sizing 65-75mm.

Summary