ANALYSING BRAZIL’S ORANGE JUICE AGENDA Juice Latin America - Mendoza April 17th, 2012 Christian Lohbauer | Executive President Larissa Popp Abrahão | Project Manager
Topics
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About CitrusBR • CitrusBR was founded in June 2009 by the biggest Brazilian producers and exporters of citrus juices and derivatives:
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The Sector • More than 50% of the orange juice produced in the world is Brazilian • More than 80% of the orange juice traded in the world comes from Brazil
• Brazil exports 98% of its orange juice production. And 98% of this volume is processed in the state of São Paulo
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Our Products
NFC – Not-fromconcentrate Orange Juice
By-products: Essential oil, Citrus pulp pellets, Dlimonene, Terpene and others.
FCOJ – Frozen Concentrate Orange Juice
Brazilian Orange Juice Exports
KEY MARKETS
Consumption • The orange flavor
represented 1.5% of the total beverages consumed in 2010
• Between 2003 and 2010,
world consumption of orange juice (in FCOJ Equiv.) dropped 5.3% in the 40 main markets
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Consumption In the four main markets, consumption declined by 15% - 232 thousand tonnes less. In the group BRICs + Mexico, consumption increased by 41%, however this additional volume in terms of FCOJ equivalent means only 78 thousand additional tonnes EVOLUTION OF ORANGE JUICE CONSUMPTION IN THE BRICS + MEXICO
EVOLUTION OF ORANGE JUICE CONSUMPTION IN THE 4 MAIN MARKETS
in '000 tons of FCOJ Equivalent to 66째 Brix*
in '000 tons of FCOJ Equivalent to 66째 Brix*
1 9,3% Drop 809
USA
China
88 44
99,0% Rise
Russia
84 51
63,6% Rise
1 002 201 0
1 98 22,8% Drop 256
Germany
1 75 1 52
France
2003
1 4,9% Rise
1 37 2,5% Drop 1 40
UK 0
500
1 000
45 45
Brazil
201 0
Mexico
31 4,1 % Rise 30
India
1 9 1 ,0% Drop 19 0
2003
0,2% Rise
200
400
600
800
Included Orange Juice used in fruit mix juices and frozen orange juice, not ready-to-drink. Source: Elaborated by Markestrat from Tetra Pak Compass and Euromonitor International
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Consumption • Actions targeting the consumption decline in the main markets – development of a communication platform called “I feel orange”, integrated with social networks to update the image of the orange juice, making it attractive for new generations and associating it with creativity, inspiration and health.
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Transparency and Information • Project with Apex (Brazilian Trade and Investment Promotion Agency) started on 2010, also includes: – Institutional Actions – sustainability studies, institutional material about the whole Brazilian citrus chain targeting increased transparency, sustainability folder
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Transparency and Information Most complete study about the Brazilian Citriculture published on October, 2010 during an event in São Paulo organized by the economy newspaper “Valor Econômico” (now translated into English and distributed during the World Juice) Series of events in the main cities of the citrus belt to discuss the study and the Consecitrus with growers First crop forecast announced on May 2011 with inventory levels Updated inventory levels announced on July 2011 and March 2012 New statistics on orange juice and other beverages consumption at CitrusBR’s website, containing comprehensive information for the 40 main markets
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Consecitrus – Pricing model to be established after negotiations with representatives from the industry and from growers associations – To be used as reference for price formation, following the model successfully adopted by the Brazilian sugarcane and ethanol sector called “Consecana”, where they consider the total recoverable sugar (similar to soluble solids in the oranges) and have created a single institution to represent all growers associations
– Voluntary entry – The idea is to clarify how prices are formed in order to avoid huge fluctuations in prices and losses for growers (especially those who prefer to negotiate their production upon delivery without fixed prices)
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Consecitrus • History Formal negotiations started in the beginning of 2010 and included: Several meetings with representatives from industry and growers
MOU signed on October 25, 2010 by all representatives in order to reaffirm their commitment to implement the Consecitrus From May, 2011 to March 2012 both sides have been working on detailing production costs with the help of specialized advising companies. Before implementation, it must be evaluated and authorized by Brazilian competition regulation agencies
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CitrusBR Current Agenda • Sustainability – Joint efforts regarding carbon footprint inventories, water footprint and other subjects – Greening – - concentração
• Other Issues affecting our sector – Tax credits – Currency appreciation – Institutional agenda - with government, other entities and sectors with common interests (i.e: forest code revision) – Increasing production costs in Brazil
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Brazilian Association of Citrus Exporters www.citrusbr.com/en
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citrusbr@citrusbr.com