1. Trends & Developments Fresh Fruit & vegetables

2. Piet Schotel Consultant for the overseas imports of FFV in Europe

3. Owner of FCE Export SAC, export company in Peru; subsidiary in Colombia. Mango, avocado, Limes, mandarins

4. Future Developments for the supply from emerging countries:
Growing importance Retail organizations
Increasing demand for food safety protocols
Increasing demand for Sustainability and CSR
Changing role importers towards chain management
Growing demand for convenience, exotics and niche products

5. EU Market 28 countries (Still ) 500 million consumers
28 different cultures
28 different eating patterns
28 different average income levels
28 different business mentalities

6. The Netherlands Nederland Holland Holanda Paises Bajos
17 Million population
Sq Km

7. Gateway to Europe:
Schiphol Airport
Rotterdam Sea Port

10. Retail power! Approx 75 % of FFV sold via the supermarkets
Concentration in buying power
Demand for high level of professionalism of the producers
Food safety, programs, continuity
Chain control from seed to shelf

11. Approx 75 % of all fresh fruits & vegetables are sold via the supermarkets in Europe

12. Approx 75 % of all fresh fruits & vegetables are sold via the supermarkets in Europe

13. Changing Role of the importer
Change to supply chain manager
Control on programs from production to supermarket
Control on the logistic chain

14. Quality: Quality is not longer an issue Everyone demands first class
No secondary markets
High costs for destruction

18. Economic development:
Higher income / lower consumption
Shift from basic volume products to diversity F & V products
More availability of other food products as snacks and junk food.

19. Food Safety: Key issue Demand for food safety protocols
General food legislation
Stricter control on MRL’s (maximum residue levels)
Harmonized in the EU per
Supermarkets increasingly stricter than European laws

20. Certificates: Need to follow protocols
GlobalGap a minimum entrée ticket to the EU market.
Growing demand for Hygiene protocols as HACCP, BRC and others
Without certificates only spot market access.
No GlobalGap – No chance

21. Supermarkets demand: Exceeding the EU law!
Stricter MRL (Maximum Residue Level) standards
Stricter ARfD (Acute Reference Dose) standards
Maximum number of active ingredients
Exceeding the EU law!

22. Examples extra demands:
Supermarket
Max. % of MRL
Max. % of ARfD
Max. # active ingredients
ALDI (Germany)
70% per substance 80% of sum of substances
80% of sum of substances
3-5, depending on product
EDEKA (Germany)
70% per substance
100% per substance
n.a.
EDEKA “Gärtners Beste”
50% per substance
REWE (Germany)
Albert Heijn (NL)
50%
100%
n.a.
Kaufland (Germany)
33,3%
EU MRL or German MRL (lowest)
70% per substance, 100% of sum of substances
LIDL (Germany) 4

23. Hygiëne ?

24. Sustainability / CSR Care for the environment Carbon footprint
Local for local
Growing consumer awareness on social circumstances
Ethical trade
Fair trade

30. The Sustainability Initiative Fruits and Vegetables (SIFAV), aims to make imports of fruits and vegetables from Africa, Asia and South America 100% sustainable in Importers, supermarkets, governments and BSO’s committed to this initiative is more close than you may think!

31. Email from a potential client: Requirements:
Hi…., Please see my contact details. It would be good to see your offers on a regular basis. Also – please can you have a look if your growers have the following certifications, which we would need for supply to our UK retailers: - Global Gap certificate - Proposed list of Pesticides the grower intends to use - Residue analysis - BRC - Sedex membership with SAQ completed to 100% Many thanks, Jack

32. Organic: Growing market for organic Demand larger than supply
Supermarkets only interested in programs
General consumer not really ready to pay more

33. Health:

34. Health: Higher standard of living / more concern for health issues
Overweight a major concern
Governmental and EU campaigns to promote consumption of fresh F + V
Possibilities for the trade to emphasize health claims

37. Convenience: Higher income / more demand for convenience products
Prepared, sliced, pre-cooked
Snack packs
Prepared in production countries
Convenience, innovation and problem solving

42. Innovation / Added value:
New concepts
Ready to eat programs
Product development
Kids marketing

43. Trade channels Unlimited supply of FFV in all seasons
Change in retail channels :
Convenience stores
Gas stations
Fresh markets
On line purchases

51. Exotics & Tropicals: Growing consumption in Europe
Higher consumer income
Increased Travel to distant holiday destinations
Large Ethnic communities

52. Ethnic markets: Large populations immigrants Own food cultures
Growing consumption of ‘ethnic’ food
Integrating into the native kitchen
Specialized ethnic shops
Long term, assimilation in main stream supermarkets

53. Opportunities for DR:
Anticipation on increase of scale in the supply chain
Windows of supply
Niche products
Organic Produce
Value adding / convenience

54. Critical factors: Increasing level of professionalism
Improvement of communication
Focus on food Safety protocols
Sustainability booming!
Quality as basis
Focus on logistics

55. Definition:
The market decides what the producer will have as a result.

56. Thank you!