EUROFRUIT—ISSUE 513
EUROFRUIT
DISTRIBUTED AT
THE INTERNATIONAL MARKETING MAGAZINE FOR FRESH PRODUCE BUYERS IN EUROPE
MARCH 2018 — ISSUE 513 fruitnet.com/eurofruit
19-21 MARCH 2018
FRUIT LOGISTICA 2018
FULL ROUND-UP OF NEWS FROM THIS YEAR’S BERLIN MEETING TREND REPORT
2018
Where next for the supply chain? Find out in part one of Disruption in Fruit & Vegetable Distribution
JAN • FEB MAR APR • MAY • JUN • JUL-AUG • SEP • OCT • NOV-DEC
Shelf awareness
Global Berry Congress returns to Rotterdam with a brand new interactive format designed to boost the soft fruit category’s profile even further
INTERNATION
NEWS FUTURE TRENDS FRUIT LOGISTICA
AL TRADE SHO
W FOR THE
23-25 OCT.
MADRID - SP AIN SEE INSERT FOR FURTHER INFORMATIO N
FRUIT AND
VEGETABLE
INDUSTRY
2018
BERRIES SOUTH AFRICA COLOMBIA INDIA #FRESHIDEAS
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since 1973
Berry consumers want better, not bitterness
A
In many markets, consumers are still biting into berries and experiencing that alltoo-bitter taste of disappointment
on the cover Premium varieties on display at the Beekers Berries stand during last month’s Fruit Logistica in Berlin. See our in-depth feature, p60-96
mid the steady flow of motivational maxims that punctuate my LinkedIn feed, one especially pithy epigram stood out last month: “If you’re the smartest person in the room, then you’re in the wrong room.” At this year’s Global Berry Congress, fortunately, the Shipping Hall of the wtc Rotterdam convention centre will be full of people far smarter than me when it comes to really understanding the international soft fruit business. That’s what makes the event such an enjoyable and, more importantly, rewarding one to attend, and I hope many of you feel the same way. This year, we have done our best to create a much more extensive, six-track programme format that can offer visitors far more variety and choice (see p60-66 for more detail), plus we will be doing everything we can to ensure the event is more entertaining, more interactive and more informative than ever before. There will be lots of success stories, I’m sure. As our in-depth berry feature on p60-96 illustrates, the global berry business clearly remains on a path to further growth in several different parts of the world. But there are also challenges. In many markets, including those regarded as ahead of the curve in terms of their development, consumers are still biting into berries and experiencing that all-too-bitter taste of disappointment. The need for better varieties, better post-harvest management and even more concerted marketing is arguably greater than ever, and GBC2018 is the perfect place to identify new ways to achieve those goals. _ E
Mike Knowles, Editor
Follow me on Twitter: @mikefruitnet
march 2018 - eurofruit magazine
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Summer
all year long!
with the fruity berries by
Frutania GmbH | Heinrich-Lanz-StraĂ&#x;e 3 | D-53501 Grafschaft-Ringen Tel.: +49(0)2641-9111-0 | E-Mail: info@frutania.de | Web: www.frutania.de
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contents
MARCH 2018 briefings
features
dispatches
8.............Fresh 10
22...........Trend Report—Part 1
118.........Loading Bay
10...........Produce Lines
32...........Fruit Logistica 2018
120........Photo blog
12...........France
60..........Berries
14...........Belgium
98..........Belgium
16...........Rijk Zwaan
100........France
18...........Consorfrut
102........Spain
20..........Sustainability
104........South Africa
21...........Coleacp
106........Colombia 110.........India 114.........Topfruit 116.........Africa
© 2018 Market Intelligence Limited. All rights reserved. Neither this publication nor any part of it may be reproduced, stored or transmitted in any form, including photocopies and information retrieval systems, without the prior permission of Market Intelligence Limited. Published monthly, except for the July/August and November/December issues, by Market Intelligence Limited. Eurofruit Magazine is a registered trademark of Market Intelligence Limited. Printed by Wyndeham Grange, Southwick (UK). Market Intelligence Ltd 132 Wandsworth Road London SW8 2LB, United Kingdom tel +44 20 7501 3700 fax +44 20 7501 0306 info@fruitnet.com fruitnet.com
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News
Events
fruitnet.com/eurofruit
berrycongress.com
Visit the Global Berry Congress website for the latest event photos, programme updates and details on how to register.
eurofruit's news website provides regular updates on all the top stories from the European fresh fruit and vegetable business.
Photo Blog instagram.com/chrisfruitnet
Follow Chris White's Instagram page for regular photos, commentary and occasional video updates from his travels around the world.
Eurofruit App
E
bit.ly/Eurofruitapp
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Readers with a digital subscription to eurofruit can also access our Digital Edition, which includes back issues and downloadable pdf pages.
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Untitled-1 1 Untitled-1 1
18/01/2016 10:01 13/05/2015 09:27
since 1973
editorial
advertising
editor Mike Knowles
advertising manager Artur Wiselka
deputy editor Carl Collen
account manager Felix Moritz
senior reporter Tom Joyce
account executive Giorgio Mancino
+44 20 7501 3702 michael@fruitnet.com
+44 20 7501 3703 carl@fruitnet.com
+44 20 7501 3704 tom@fruitnet.com
features editor Maura Maxwell
+44 20 7501 3706 maura@fruitnet.com
staff writer Fred Searle
+44 20 7501 0301 fred@fruitnet.com
design & production
design manager Simon Spreckley
+44 20 7501 3713 simon@fruitnet.com
middleweight designer Anna Patoka
+48 12 200 2129 artur@fruitnet.com
+44 20 7501 0313 felix@fruitnet.com
+44 20 7501 3716 giorgio@fruitnet.com
Rainer Münch oliver wyman
Michael Barker fresh produce journal
sales executive Birgit Hannemann
Rainer is the lead author of
Michael brings us news
the Fruit Logistica Trend
of Tesco's new pledge to
Report 2018 – Disruption
reduce the amount of
in Fruit & Vegetable
plastic packaging it uses in
Distribution.
its supply chain.
trend report–p22-31
fruit logistica–p48
Fred Meintjes eurofruit
John Hey asiafruit
Fred finds uae retailer
John looks ahead to the
Spinneys teaming with
return of Fresh Produce
South Africa’s Fruits
India, the country's only
Unlimited to push ripe-
fresh fruit and vegetable
and-ready stonefruit in the
convention, which returns
Middle East market.
to Mumbai on 26-27 April.
rsa stonefruit–p104
fpi preview–p112-113
+49 2131-27 64 07 birgit@fruitnet.com
us & canada Jeff Long
tel +1 805 966 0815 fax +1 805 966 0061 jeff@fruitnet.com
france Irmelin Egelhoff
tel +49 211 691 4523 fax +49 211 691 1746 irmelin@fruitnet.com
italy Giordano Giardi
+44 20 7501 3721 anna@fruitnet.com
tel +39 059 786 3839 fax +39 059 786 3868 giordano@fruitnet.com
graphic designer Veronica D'Arruda
south africa Fred Meintjes
+44 20 7501 3715 veronica@fruitnet.com
graphic designer Jake Farrugia +44 20 7501 3317 jake@fruitnet.com
administration
financial director Elvan Gul +44 20 7501 3711 elvan@fruitnet.com
+27 28 754 1418 fredmeintjes@fruitnet.com
asia pacific Kate Riches
+61 3 9040 1601 kate@fruitnet.com
asia pacific Alexandra Walker
+61 2 8005 3495 alexandra@fruitnet.com
events & marketing
accounts manager Tracey Thomas
group events manager Marija Cvetkovic
accounts assistant Günal Yildiz
marketing & event operations manager Laura Martín Nuñez
+44 20 7501 3717 tracey@fruitnet.com
+44 20 7501 3714 gunal@fruitnet.com
office manager Mandy Emeny-Smith +44 20 7501 0310 mandy@fruitnet.com
subscriptions executive Michelle Walsh +44 20 7501 0311
contributors
+44 20 7501 3707 marija@fruitnet.com
+44 20 7501 3720 laura@fruitnet.com
management
executive director Robert Broadfoot +49 211 99 10 413 robert@fruitnet.com
commercial director Ulrike Niggemann +49 211 99 10 425 ulrike@fruitnet.com
key to writers cc Carl Collen cw Chris White el Ed Leahy fm Fred Meintjes fs Fred Searle ca Camellia Aebischer gk Gerry Kelman jh John Hey jl Jeff Long lc Luisa Cheshire mb Michael Barker mj Matthew Jones mk Mike Knowles mm Maura Maxwell tj Tom Joyce yy Yuxin Yang
managing director Chris White +44 20 7501 3710 chris@fruitnet.com
06
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09/06/2017 09:18
briefings fresh 10
SEND YOUR NEWS TO:
news@fruitnet.com
1
New sources crucial to better blueberries
TRADE Sources including Portugal and Morocco are becoming more important for the European blueberry market as consumers come to expect better quality fruit year-round, according to berry marketer Driscoll’s. The company, which provides European customers with blueberries throughout the year, said that the recent surge in demand for the fruit had placed
WAPA Forecast SH apple production 2018 (forecast)
5.314m tonnes
increased pressure on suppliers to deliver consistent
2017
taste and quality, be it January or July.
5.321m tonnes
As a result, it said, its strategy in terms of sourcing is to follow the sun, only selecting those growing regions that offer optimum conditions. Furthermore,
2016
by combining this with the best-matched varieties and
4.914m tonnes
most dedicated growers, Driscoll’s said it could promise a “berry taste sensation” every time, offering varieties developed for unique depth of colour, juicy plumpness, full flavour and a sweet and sour balance. With South American production coming to an end
2015
5.474m tonnes
for the year, Driscoll’s expects to oversee a seamless transition to southern European production in the
2014
coming weeks, with volumes of its own trademarked
5.272m tonnes
varieties Stella Blue and Violeta becoming available in countries including Spain, Morocco and Portugal. Driscoll’s Portuguese grower João Ferreira said Stella
2013
Blue was his berry of choice. “A little bit wild, it has the
5.485m tonnes
sourness you expect, with just the right amount of ABOVE—Morocco is one of the blueberry producers growing in
importance, according to Driscoll’s.
2
Eosta issues call to arms
juicy sweetness – exactly what you’d imagine plucking out in nature,” he observed. _MK
3
Total Produce to acquire stake in Dole
4
Bayer to launch lettuce varieties
SUSTAINABILITY Eosta has
PRODUCTION Bayer is set
called on fruit and vegetable
to launch several new lettuce
growers, importers and marketers
varieties under its Nunhems
worldwide to take up the
brand to meet demand from
challenge of the UN’s Sustainable
market segments across Europe.
Development Goals to ensure the
The varieties can be grown in
long-term survival of the sector.
Spain, the UK and northern
At Fruit Logistica in Berlin, Eosta
COMPANIES Total Produce is to
Europe. They span iceberg,
argued that producers, importers
buy a 45 per cent stake in Dole for
multileaf lettuce and spinach.
and retailers must move away from
US$300m as part of its ongoing
According to Bayer, the varieties
the ‘race to the bottom’ and look
expansion strategy. The deal will
cover the whole supply calendar
instead to preserve the planet and
unite two global brands, creating
by combining production cycles
secure a sustainable future for the
the world’s biggest fresh produce
fresh produce sector._TJ
group. Dole is the biggest banana
in different parts of Europe. _ FS
2012
5.425m tonnes 2011
5.623m tonnes 2010
5.260m tonnes 2009
5.272m tonnes 2008
5.178m tonnes Source: WAPA
supplier in North America and the third biggest in Europe. _CC
08
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BRIEFINGS
5
Spanish export growth stalls TRADE Spain experienced a slowdown in the growth
of fruit and vegetable exports in 2017, principally due to the supply shortages caused by last winter’s inclement weather, according to the full-year results for the sector, which were published by Fepex last month. Total exports were virtually unchanged on 2016, rising 0.5 per cent in volume and 1 per cent in value to 12.6m tonnes and €12.704bn respectively. _MM
6
Bananas for Bananacoin
A cryptocurrency
7
Fresh Del Monte sees yearly results slide
“the data reflects the positive evolution of the sector, but initial growth forecasts were not met, due to the decline in exports in nov/dec,” Fepex said.
raspberries and blueberries were among the biggest climbers in fruit, with the former growing 21 per cent in volume to 45,809 tonnes and 12.3 per cent in value.
Fruits de Ponent becomes 69th member of Anecoop MARKETING Catalan
has reported on its results for
stonefruit cooperative Fruits de
2017, revealing a large fall in
Ponent has become the newest
chance to put their
net income despite growth in
member of the Anecoop group.
money in organic
sales for the 12-month period.
The move will significantly
bananas. each
Net income for the year was
strengthen Anecoop’s presence
US$120.8m, compared with net
in north-eastern Spain, where
the export price
income of US$225.1m in 2016, a
it opened its first commercial
of 1kg of premium
drop linked to lower gross profit
office in the Ebro Valley in
lady Finger
and higher provision for income
2015, and allow it to boost its
taxes. Indeed, gross profit fell to
stonefruit and topfruit offering.
US$331.6m, hit by lower selling
The location will also serve as a
prices in the company’s banana
platform from which Anecoop can
giving blockchain investors the
‘bananacoin’ is equal in value to
bananas grown at a plantation in laos owned by two russian entrepreneurs.
_FS
and prepared food business. _CC
the eu remained by far the largest market, accounting for 93 per cent of exports, but last year also saw a rise in shipments to canada and Saudi Arabia.
8
COMPANIES Fresh Del Monte
has been launched,
in vegetables, tomatoes, peppers, cucumbers and cabbages all fell in volume but increased in value, reflecting last winter’s supply shortage.
service its French divisions. _MM
9
Tesco scoops South African stonefruit retailer award
BBC deal gives Tomra blueberry coverage TECHNOLOGY Norwegian sorting specialist Tomra has paid US$67m to acquire NZ tech firm BBC Technologies, a deal which includes the latter’s precision grading and packaging systems for blueberries and other small fruits, as well as its Freshtracker traceability software. The takeover comes after Tomra acquired Compac in a US$49.5m buy out in 2017. BBC Technologies will operate as a division of Tomra Food and current head Geoff
tesco picked up its third Stone Fruit retailer of the Year award from South African suppliers after a “superb” 2016/17 season. the retail giant achieved a record season in peaches and nectarines as well strong figures in plums, working with campaign group Hortgro to implement promotional activities for consumers and staff. EL
_
Furniss will continue to lead the company, reporting to Mike Riley at Tomra Food. _CA
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Briefings
produce lines
twitter feed
“Fruit Logistica underlines its status as the leading trade fair for the trade. We welcomed over 77,000 visitors, more than ever before.” Fruit Logistica global brand manager Will Wollbold on the conclusion of yet another successful event in Berlin.
@berrycongress Did you know that gbc is the leading event in the #berry industry? Watch our highlights from last year: bit.ly/GBC2017vid 13:01 – 21 February @RijkZwaan This week, the demo centre in El Ejido of @rijkzwaanES is dedicated to tomato with lots of novelties in shape, taste and colour to inspire and surprise consumers #innovation #diversity 14:38 – 20 February
“Both Dole and Total Produce have a standard of perfection that leads the fresh produce industry in innovation.”
Dole’s veteran chairman David Murdock on news that Total Produce is to buy a 45 per cent stake in his company for US$300m.
“We are growing, motivating growers to invest in raspberries, blueberries and blackberries, which we had for the first time last year.”
Jan Engelen, sales and marketing manager at Belgian auction Hoogstraten, on bolstering the organisation’s berry position.
@IPL_limited Every year, Berlin is transformed into the capital of the global fresh produce sector for @Fruit_Logistica. We asked Peter Lawrie, one of our produce buyers to tell us about his experience at this year’s event. http://www.iplltd.com/news/fruit-logistica-2018 … #fruitlogistica2018 #fruitlog18: 15:13 – 19 February @Fruit_Logistica Last week in Berlin we gathered 3,100 exhibitors from 130 countries and made the news. Find all press releases here: http://bit.ly/2Eqn6vY #fruitlog18s 10:30 – 12 February
“We are saying: isn’t it time to broaden our horizon and grow food in harmony with nature to help achieve these important goals?”
Eosta’s michaël wilde explains the group’s call to arms to the sector, to radically change direction and focus more on people and planet.
numbers
60
7
4m
In the uae, the retail shelf space dedicated to organic food has increased by 60 per cent over the last four years, according to research from Mintel.
Global airfreight demand rose 9 per cent in 2017, its strongest growth since 2010, according to International Air Transport Association figures.
A smaller crop for Brazil, the EU and US has caused the predicted global orange production for 2017/18 to fall around 4m tonnes to 45.3m tonnes, the usda forecast.
per cent
tonnes
US$4.8bn
50
3,100
Fresh Del Monte reported that its net sales for 2017 increased from US$4.01bn to US$4.08bn, driven by higher sales in Del Monte’s other fresh produce business segment.
Spanish and Moroccan raspberry yields are down by as much as 50 per cent following a cold snap that has hit both countries and reduced supply to the UK.
Some 3,100 exhibitors from 80 countries presented their products and services at this year’s Fruit Logistica in Berlin, to over 77,000 visitors.
net sales
10
years
per cent
Exhibitors
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briefings
report —French retail
Leclerc eyes Paris deliveries The threat presented by
France to ban BOGOF deals
Amazon’s possible entry into the European food retail market has prompted French retailer Leclerc to consider setting up a
paris—French supermarkets are to be forbidden from offering “buy one, get one free” food deals in order to ensure better returns for struggling farmers.
food delivery service in Paris, according to Reuters. Chief executive Michel-Edouard Leclerc told rmc Radio and bfm
by Tom Joyce
TV: “We will, before the end of this spring, launch a home delivery service in Paris. We, the former provincial grocers, we will take on the Amazon challenge in the most expensive French city.” Amazon’s 2017 purchase of Whole Foods in the US has fed speculation that the technology firm might next target the European supermarket sector. The company has offered its Amazon Prime Now express delivery service in Paris since 2016 and, according to Leclerc, approached the retailer concerning a possible logistics
L
ast month, France announced plans to ban “buy one, get one free” food deals in grocery stores across the country in order to guar-
antee a better income for struggling farmers and avoid ugly scenes like January’s “Nutella riots”. The move is part of a wider food and farming bill that aims to raise regulated minimum food prices and limit bargain sales in France, while also helping to tackle food waste. The new measures, which will be put in place for a twoyear trial period, forbid supermarkets from making discounts of more than 34 per cent, meaning that “buy two, get one free” deals would still be permitted. However, Luca Bertoletti, European affairs manager at the Consumer Choice Center (ccc), a lobby group with links to the anti-regulation billionaire Koch broth-
ABOVE—French say adieu to wasteful
“buy one, get one free” deals
The move aims to raise regulated minimum food prices and limit bargain sales in France, while helping to tackle food waste
new service will reportedly be dubbed ‘Leclerc Chez Moi’ and will offer food products at 15-20 per cent below the price of its competitors. However, Leclerc is not the only French retailer making noise about its future delivery efforts. Casino’s Monoprix chain was reported by retail news site lsa as being in advanced talks with Amazon to join its Prime Now service, though the company declined to comment. Meanwhile, Carrefour has stated
ers, argued that such measures aimed to help farmers
its intention to boost investment
and the agricultural sector while hurting consumers
12
partnership in October. Leclerc’s
who rely on low prices. “This is yet another instance
gins on other products and pay pro-
in e-commerce, with plans to
of France putting its farmers’ interests above those of
ducers better”.
seek a partnership in China with Tencent. The retailer has
its own citizens,” she said. “Outlawing ‘buy one, get one
Research conducted in the UK in
free’ may enrich farmers, but it harms ordinary con-
2016 by the government-backed
also signed a deal with a unit of
sumers who take advantage of these lower prices to buy
Money Advice Service found that
France’s post office, La Poste,
food for their families.”
shoppers spent an average of 21 per
in order to expand its one-hour
Agriculture Minister Stephane Travert, on the other
cent a week more than they planned
Livraison Express service
hand, suggested that the move would “be a breath of
as a result of misleadingly tempt-
beyond Paris to ten new cities
fresh air for retailers, who will be able to trim their mar-
ing deals. _ E
in 2018.
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briefings
REPORT —Zero-residue label
garlic, shallots and cress) and 12 fruits
French back zero-residue label
(including
bananas,
strawberries,
berlin—In response to growing concerns over health, a collective of
ticide residues is more costly for
raspberries, figs, kiwifruit, melons and mini-watermelons). Achieving the target of zero pes-
French companies is getting behind a new zero-residue label.
producers and involves more risk, requiring the use of resistant varieties, good agricultural practices, adapt-
by Tom Joyce
ed production equipment, integrated biological protection and the management and enrichment of natural flora and fauna. For this reason, products bearing the label will command a premium. “Consumers
are
increasingly
concerned about their health,” said Rougeline MD Gilles Bertrandias at the label’s launch at Fruit Logistica. “A high percentage view food as a possible cause of unhealthiness, and many point their finger at pesticides.” Some critics have argued that to respond in such a way to suggestions that produce containing resi-
F
ruit and vegetable producers across France
rère, a Landes-based carrot produc-
dues under the legal maximum level
have launched a new label guaranteeing the
er; Fruits et Compagnie, growers of
is unsafe, risks diminishing the per-
consumer a product free of pesticide residues.
stonefruit and topfruit in the Gard;
ception of all non-zero-residue pro-
The new logo will appear on all fruit and vegetables con-
and Lindor, a producer of golden
duce. However, Bertrandias believes
taining no more than 0.01mg per kg, the lowest quantifi-
apples in the Limousin.
that the key will be in how the label
able level, with independent tests conducted by Capinov Laboratoire and certified by Cofrac.
Companies belonging to the col-
is communicated.
lective, dubbed Nouveaux Champs,
“Everyone involved has a big
The process commenced last year with the launch of
already represent 10 per cent of
responsibility in communicating the
Paysan de Rougeline’s zero-residue tomatoes and straw-
French consumption, with a view
idea of this label to their customers,”
berries. Since this time, more companies, from different
to growing that proportion to 20
he says. “We need everyone to get
regions of France and producing different items, have
per cent within five years. This year,
behind this in order to make it a suc-
joined the collective, including Blue Whale, a apple export-
300,000 tonnes of fruit and vegeta-
cess.” _ E
er located in Montauban; Océane, a Nantes-based coop-
bles are expected to be sold under
erative growing tomatoes, cucumbers, lamb’s lettuce and
the label, totalling 11 kinds of vege-
ABOVE—Rougeline MD Gilles Bertrandias
leeks; potato specialist Pomme Alliance from Orly; Lar-
table (including asparagus, onions,
(centre) unveils the label in Berlin
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briefings
report —Belgium
Deprez takes charge at Greenyard sint-katelijne-waver— Marleen Vaesen departs, as Deprez family moves centre stage at Belgian fresh, prepared and frozen produce giant. by Mike Knowles
ein Deprez is back in the driving seat at
Deprez’s son Charles-Henri is
Belgian multinational produce company
stepping down from the group’s
Greenyard following the surprise departure
board of directors to focus on a
of Marleen Vaesen, a move which forms part of a new
new role as head of Long Fresh, the
plan to strengthen the group’s business organisation.
group’s prepared and frozen foods
H
Deprez, who remains executive chairman of the
division, with Stefaan Vandaele
group, replaces Vaesen as ceo with immediate effect.
remaining in charge of the horti-
“I would like to thank Marleen for her valuable con-
culture business.
chairman of the group, Hein Deprez
tribution [in] transforming Greenyard into today’s
Subject to approval, Charles-
modern, strong company,” he commented. “We wish
Henri will be replaced on the board
her the very best in her future endeavours.”
by his sister, Valentine, while Hein
Peatinvest in summer 2015, effec-
Greenyard’s chief financial officer Carl Peeters,
Deprez himself is expected to pass
tively becoming the fresh produce
meanwhile, has been appointed to the new role of
on the role of executive chairman
division of the Greenyard group.
chief operating officer, meaning the group is now
to Koen Hoffman, who joined the
As part of that merger process,
searching for a replacement cfo.
board of directors in early October
Vaesen’s chief executive role was
“After this initial transformation period following
2017. It is understood the new chief
extended to cover Univeg after the
the merger, the announced management changes are
executive will retain a place on the
departure of Francis Kint.
a next step to further execute our strategy,” Deprez
board.
explained.
According to Greenyard, she was
responsible
for
establish-
New chapter
ing a new commercial structure
egy and priorities to continue generating profitable
Vaesen, who will receive a pay-
for the group, effectively align-
growth and strengthening our global leadership posi-
off in line with her 2016/17 salary,
ing the three different entities and
tion in fruit and vegetables.”
leaves Greenyard by mutual con-
making key appointments.
“By doing so, we will focus even more on our strat-
sent at the end of January 2018,
14
ABOVE—Executive
Greenyard’s
latest
corporate
Fresh reshuffle
having spent a total of five years at
reshuffle comes less than a month
Within its fresh produce operation, current finance
the company as ceo of Greenyard
after the collapse of a proposed
director Tim Van Londersele has been handed the task
Foods.
US$2.5bn deal to acquire US-based
of leading all fresh operations apart from Bakker Bar-
Deprez family-owned fresh pro-
produce company Dole Food, a
endrecht – a major supplier to Dutch retail business
duce company Univeg merged with
merger that would have created
Albert Heijn – which will continue to be managed by
processor Greenyard Foods and
the world’s largest fresh produce
Irénke Meekma.
horticultural substrate specialist
company. _ E
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briefings
REPORT —Belgium
Special Fruit striving for satisfaction meer—As its Calinda strawberry continues to conquer Europe, the Belgian importer is placing more of an emphasis on its blueberries and raspberries, with new production and new varieties in the pipeline. by Tom Joyce LEFT—Calinda strawberries are on a roll,
according to Special Fruit
Tomra boosts EMEA team Tomra Sorting Food has made two key appointments to its Europe, Middle East and Africa (emea) sales team. The sensor-based food sorting solutions company has promoted former sales director for the Americas and
F
or Belgian importer Special Fruit, the year
are eating raspberries more frequent-
Oceania, Karel Strubbe, to
kicked off in promising fashion for berries,
ly and consuming them in differ-
emea regional sales director,
according to marketing and communications
ent situations,” she says. “This year,
while Peter Janssens joins
manager Sarah Hellemans. “Calinda strawberry pro-
next to the Valentine’s Day packs, we
as regional sales manager in
duction is on a roll,” she says. “When the season comes
offered on-the-go raspberries in small
France and Belgium.
to a close in June, we expect to have sold 5,000 tonnes of
snack pots. This sort of packaging
Calinda. This premium strawberry has found its way to
has become very popular in a short
and diverse region in the
retailers all over Europe, and now even the large packs
period, not just for raspberries, but
world, spanning 65 countries,
are selling very well.”
for all berries. We even have a small
many cultures, and 40
Berry Mix snack that sells well.”
languages in Europe alone,”
Local production has already commenced, says Hel-
“emea is the most complex
said Strubbe. “There are
lemans, as it has too in northern Europe, where the
Special Fruit is investing in new
importer works with partners in glasshouse, protected
raspberry varieties, with the aim of
significant opportunities and
and open-field production. “In the last week of April, we
strengthening the company’s year-
challenges here, so I’m really
will be able to supply 450 tonnes of local strawberries to
round assortment from Portugal,
looking forward to leading
our customers,” she says.
Spain and Morocco. “Besides our
Tomra Sorting Food’s sales operation across the region.”
As for blueberries, Special Fruit has taken on a
focus on the Kweli and Kwanza vari-
number of new partners that work together with its sub-
eties, we are testing and planting
sidiary, Berry Packing Services. The company can now
new varieties in these areas,” says
excited to combine my sales
supply blueberries from 265ha of blueberry fields, which
Hellemans. “Firmer fruit, a better
and engineering experience
is more than double the acreage of two years ago. “That’s
shelf life, an attractive shape and a
with the strong local team in
why we are looking for opportunities to expand the busi-
lighter and tastier fruit are our pri-
France and Belgium. These
ness,” says Hellemans. “Between the end of July and the
orities in the search for new variet-
are two very important
end of September, we will have 2,500 tonnes available.”
ies. We foresee the same varietal
markets for Tomra where we
Janssens commented: “I’m
Hellemans also reports an increase in demand for rasp-
developments in both blueberries
have strong existing customer
berries. During the Valentine’s Day period, sales of Special
and blackberries, as we continue to
relationships and significant
Fruit’s specially made heart-shaped punnets apparently
strive for higher consumer satisfac-
opportunities to form new
rose by 15 per cent compared with last year. “Consumers
tion in the berry category.” _ E
partnerships.”
march 2018 - eurofruit magazine
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15
27/02/2018 12:04
Briefings
report —Salads
Rocket power de lier—Vegetable breeding company Rijk Zwaan adds rocket varieties to its babyleaf assortment under the newly launched Rocketeerz label. by Carl Collen
R
ijk Zwaan has announced that 2018 will be the year it adds rocket to its extensive assortment of salad products, as it launches a range
of varieties under the Rocketeerz label. The vegetable seed specialist presented the first three varieties – said to set themselves apart in terms of innovation, disease resistance and harvest reliability – during the Open
and extensive resistances,” notes
Field Days in Cartagena, Spain, which took place on
Charlesworth. “In response to grow-
12-17 February.
ers’ wishes, they can also be tun-
Such varieties are in great demand among custom-
nel-grown in the winter months in
ers, says Mark Charlesworth, crop coordinator at Rijk
moderate climates.” These will be
Zwaan. “The market for this babyleaf crop is growing
followed by Sparkle RZ which, as
because the product is perfectly aligned with the con-
the name suggests, is described as
venience trend,” he explained. “Besides that, consumers
a “dazzlingly good and also innova-
love its peppery, nutty flavour. But although the rocket
tive variety”. “It (Sparkle) is a variety
market is expanding, the development of new varieties
of the Eruca type, with the charac-
has been lagging behind.”
teristic taste of rocket but spinach-
ABOVE—Rijk Zwaan is ready for its
rocket varieties to launch BELOW—The company says its varieties
are in great demand
The market has been dominated for years by com-
shaped leaves,” outlines Roelofs. “As
panies in Italy, where the origins of rocket lie. Accord-
a result, it’s visually distinct from
ing to Rijk Zwaan, innovation has not been a priority
other rocket varieties.” All three
Why ‘Rocketeerz’? According to
for these companies – but this is set to change with the
varieties have been extensively tri-
Rijk Zwaan, the name symbolises
launch of Rocketeerz. Each of the varieties under the
aled, both by growers and in collab-
the company’s pioneering quest for
label has good seed germination strength, extensive
oration with vegetable processing
innovation. “All the variety names
mildew resistance, a longer shelf life and an extended
companies.
will have a link to space, just like
growing season, with the company focusing on provid-
According to Rijk Zwaan, its
Sparkle RZ. With this breeding pro-
ing growers around the world with a broad and reliable
rocket range won’t stay limited to
gramme, Rijk Zwaan really is aiming
assortment.
this trio of varieties for long, with
for the sky – in every sense of the
“We’re developing both wild and cultivated types,”
Roelofs and Charlesworth both con-
word!” _ E
explains Frank Roelofs, crop manager rocket at Rijk
firming that chain partners should
Zwaan. “They have different origins; the wild types
expect to see more unique varieties
of the Diplotaxis family have the most deeply incised
added to the Rocketeerz label over
leaves and the most pronounced peppery taste. That’s
the coming years.
the common type in Europe. Meanwhile, the cultivated rocket type is called Eruca. Its leaves are more rounded and it has a milder flavour. This is the standard type in South America. We’re striving to innovate in both types of rocket, to add value for the market.” The first three varieties will become available this year, starting with Sinope RZ and Themisto RZ. “These are wild types with incised leaves, a good flavour
16
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27/02/2018 12:05
#nonstopfreshfacts
10.The world´s most rewarded gateway for fresh fruit and vegetables. aartsenfruit.com When it comes to fresh, aartsenfruit goes the extra mile. We offer everything in the world of fruit and vegetables. Literally. Every day we make sure that our range of fresh fruit and vegetables from around the world find their way to our customers. In fact aartsenfruit is the international gateway for fresh fruit and vegetables. With destinations in the Benelux and Asia. Feel free to get more facts about aartsenfruit on our website or call us at +31(0)76 – 52 48 100 (NL) or +852 39 75 83 35 (Asia).
AAR16048_ADV_A4_B2B_WT2.indd 10
15/05/2017 13:11
briefings
report —Poland
Consorfrut Polska enhances national coverage warsaw—The opening of its third distribution centre in two years allows the company to service retailers and wholesalers throughout the whole of Poland. by Maura Maxwell
C
onsorfrut
Polska
has
opened a new logistics and trade centre in Płochocin
near Warsaw. The state-of-the-art 11,000m² facility, which houses ten modern banana ripening chambers as well as a production hall for sorting and repacking, will enable the company to improve the service it provides to its supermarket customers in the surrounding area and support its expansion into central and northern Poland.
Few companies in Poland have the range of products and geographical coverage to service the retail sector nationally
This is the third facility that the company has opened in the past two years, bringing its total number
in the years,” Maik says.
to eight, and marks the culmination
“Few companies are big enough
of an ambitious investment pro-
to provide the range of products
gramme to seal its future as one of
and geographical coverage to ser-
Poland’s leading produce suppliers.
vice the retail sector and this is lead-
“Up to now our expansion has
ing to greater consolidation among
been limited by a lack of capacity,
importers as the supermarkets look
but we now have the facilities to be
for greater efficiency. We are now
able to service the whole of the coun-
ideally positioned to meet the
try in an efficient manner,” says com-
demands of our existing and future
mercial director Piotr Maik.
customers.” _ E
The company held an inauguration ceremony in early Febru-
TOP LEFT—The Płochocin centre brings
ary for its customers and Spanish
Consorfrut’s total number of facilities
partners, during which it had the
to eight and means the company can
opportunity to set out its vision for the future. “Our market share has been growing steadily and we expect to see continued expansion
18
p.18.indd 18
provide a continuous supply of products from around the world, 365 days a year RIGHT— An inauguration ceremony in
early February to mark the opening of the new facility
march 2018 - eurofruit magazine
27/02/2018 12:29
MAD_APNM_AP_EUROFRUIT_MARS-AVRIL-2018_210x297mm_VEC_281117_EJ.pdf
C
M
J
CM
MJ
CJ
CMJ
N
1
28/11/2017
15:18
briefings
report —Sustainability
Sun World publishes first CSR report
education opportunities, financial asset-building courses, and interpersonal communication training. Sun World also launched a company Safety Programme to actively incentivise safe behaviour in the workplace. The company says each year it has exceeded
bakersfield—The annual study will increase
its goal and achieved workplace illness and injury ratings
transparency and accountability by tracking progress of
well below the industry average.
sustainability goals.
Sun World’s environmental initiatives focus on renewable energy, water conservation and soil and bee health. The company is investing in renewable energy and has set
by Maura Maxwell
S
un World International has published its first corporate social responsi-
bility report, setting out its achievements to date and objectives for the next five years. Benchmarking for the company’s ‘The Better Future Proj-
ABOVE & ABOVE LEFT—The report sets out
the company’s sustainability progress and future goals
have 10 per cent of its power generated by these on-site energy sources. Water conservation efforts include the
ect’ was conducted in 2016 and the
development of over 500 acres of groundwater retention
programme officially launched on
ponds, and sourcing 75 per cent of its water from these
Earth Day in 2017. It is led by a com-
basins in dry years.
mittee of Sun World employees
our stakeholders the opportunity to
In addition to improving energy and water efficiencies,
who collaborate with farmwork-
understand our vision for a better
Sun World is also supporting soil and bee health by plant-
ers, scientists, engineers, non-prof-
future.”
ing cover crop and hedgerows on at least 50 per cent of
it organisations, and municipalities.
The report outlines goals target-
“With the publishing of our
ing achievement by 2022 in three core
The company said its entire sustainability drive is
first corporate social responsibili-
areas of corporate social responsibil-
underpinned by innovation. In addition to incorporating
ty report, we bring forward an ele-
ity entitled Empowering our People,
data-driven sustainability benchmarks, measurement,
ment of transparency in our efforts
Protecting our Environment, and
and reporting, future goals include working towards the
to work towards a sustainable
Innovating for Sustainability.
development of high yielding, proprietary grapes grown
future,” says Sun World ceo Merrill Dibble. “The
20
aside land for solar power installations in 2018, aiming to
report,
which
will
its acreage.w
With respect to empowering the
with lower inputs and water use. The company is also
people of Sun World, the company
working to track greenhouse gas impact and water usage.
be
has set a goal to train at least 2,500
“The Better Future Project is beginning to shape and
released annually, holds us more
farm workers on skills that support
mould our culture here at Sun World,” Dibble says. “We are
accountable by publicly tracking
career development and personal
encouraged by our progress so far and look forward to
the progress to our goals, and gives
wellbeing such as esl classes, adult
delivering on our set goals.” _ E
march 2018 - eurofruit magazine
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27/02/2018 12:10
AD con Tomate FA 2018_88x297_ing.pdf
REPORT —Coleacp
1
23/2/18
12:12
INTERNATIONAL TRADE SHOW FOR THE FRUIT AND VEGETABLE INDUSTRY
23-25 OCT. 2018
Coleacp welcomes new partners
MADRID - SPAIN
berlin—Coleacp, the association that supports African, Caribbean and Pacific exporters to Europe, has welcomed the partnership of two new airlines, as well as a new source in Angola. by Tom Joyce
S
tephen
Mintah,
chair-
C
man of Brussels-based Coleacp, took the oppor-
M
tunity of this year’s Fruit Logis-
Y
tica exhibition in Berlin to welcome
CM
some of the organisation’s new
MY
value chain partners, Air France klm
CY
Martinair Cargo and Brussels Air-
CMY
lines, while supporting the first par-
K
ticipation of an Angolan delegation at Fruit Logistica. “Today, we are all gathered at the centre of this new African and Caribbean hall to share common
working more closely with Cole-
values and a mission: a mission of
acp in order to support companies
feeding the planet with our healthy
in Africa to grow their business in a
produce, while creating great job
sustainable way.
opportunities for a new generation
“African countries need to form a
of professionals and caring for the
united front in light of the competi-
environment,” said Mintah.
tion we are facing,” said a represen-
“Our new Fit for Market pro-
tative from the Angolan delegation,
gramme has been designed to sup-
which included leading national
port all value chain players to
company Novagrolider and Consór-
successfully pursue this mission by
cio Rede Camponesa, a national ini-
investing in human resources,” he
tiative to foster the development of
said. “Learning new competencies,
the fresh produce export business
strengthening existing ones, and
from Angola. _ E
1,600 exhibitors 70,000 trade participants 120 countries ORGANISED BY
building links between them – this is our work on a day-to-day basis.” Both Air France klm Martinair Cargo and Brussels Airlines praised the potential of Angola on the fresh produce international marketplace
ABOVE—Coleacp chairman Stephen
and highlighted the importance of
Mintah
www.fruitattraction.com march 2018 - eurofruit magazine
21
IFEMA, Feria de Madrid · (+34) 91 722 30 00 · fruitattraction@ifema.es
p.20-21.indd 21
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FRUIT LOGISTICA TREND REPORT 2018
disruption in Fruit and vegetable distribution
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fruit logistica trend report 2018
preFace Dear members of the fresh produce trade, Here at FRUIT LOGISTICA, we place the greatest importance on providing you, exhibitors and visitors alike, with valuable information that can help you make decisions. New this year is the publication of this Trend Report. Entitled Disruption in Fruit and Vegetable Distribution, it scrutinises developments in the wider business world and how they will affect the fruit and vegetable sector. It focuses on three areas – cold chain logistics and technology, the rise of online retail, and foodservice. Wherever you work in the fresh produce industry, Disruption in Fruit and Vegetable Distribution will enable you to anticipate key issues affecting the trade, and help stakeholders and decisionmakers to understand them better. It will also help you to answer questions that relate directly to your business proactively. The report’s findings will be presented at FRUIT LOGISTICA 2018 and then provide a basis for continued discussion throughout the year in our media activities. The insights contained within these pages are a heartfelt thank you to all our customers and partners in the fresh produce sector. They have guided FRUIT LOGISTICA throughout the past decades, and have made it the leading global platform for the fresh fruit and vegetable sector. We also intend to keep the conversation going, maintaining an intense dialogue with all of you – growers, traders, retailers, technicians, logistics specialists and other service providers – about the industry’s future prospects. We look forward to hearing your views on this study. With kind regards as always, Your FRUIT LOGISTICA team
PRODUCED BY
PRESENTED AT
IN COOPERATION WITH
world of fresh ideas
»
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fruit logistica trend report 2018
megatrends
Introduction The marketplace for fresh fruit and vegetables is becoming increasingly globalised and interconnected. This, in turn, is changing the way fresh produce is carried from its origin to its destination.
• What are the most important factors affecting the global fresh produce supply chain?
The fruit and vegetables supply chain is in continual flux as it is shaped and reshaped by the emergence of new markets and changes in consumer demand. Actors right along the supply chain – from growers to retailers – are expanding and consolidating. Their advances coincide with a notable drive towards greater efficiency, a trend that is assisted by seemingly unstoppable technological advance.
• Which distribution channels will bring those products to consumers?
• Where will fresh fruit and vegetables be sold in 2025 and beyond?
• How will new technologies change the supply chain?
This report scrutinises developments in the business world and how they will affect the fruit and vegetables business. It focuses on three areas – cold chain logistics and technology, the rise of online retail, and foodservice – in order to answer a number of key questions about the future developments of the business: 24
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fruit logistica trend report 2018
Figure 1.
Global megatrends across sectors Source: Oliver Wyman 30 Oliver Wyman megatrends to consider Demographic asymmetries
Economic globalisation
Resource constraints
Innovation acceleration
New governance models
Evolving consumption
Growing world population
Selective deindustrialisation
Volatility of raw materials
Digital & data
Public debt crisis
Health and wellness
Urbanisation & densification
Changing balance of economic power
Green energies
Smart devices & infrastructure
Asymmetric conflicts
New social networks
Rise of Asian & African middle class
Global mobility
Ecosystem at risk
Life sciences booming
NGOs and citizenship
Low cost/premium polarisation
Ageing socieities
Usage economy
Climate change
Industry 4.0
Global cooperation
Anxiety
Gender gap decrease
Rise of digital disruptors
War for talents
Autonomous transportation
Knowledge society
Homing
%
+
€
…
Megatrends affecting fresh produce We live in a time of great and far-reaching change. Many previous certainties in business are now under question: globalisation and new technologies continue to affect the fundamentals. These are only the most obvious megatrends; many other forces, ranging from the changing demographic make-up of our societies to the impact of climate change, as well as our increasing focus on health and well-being, are shaping not just what is consumed, but how and where it is consumed. Just making sense of these disparate forces presents a challenge. However, it is essential we do attempt to make sense of them, if we are to understand the future of the fresh produce supply chain. To this end, we started our analysis by assessing the global megatrends affecting business today (see Figure 1). Several of these megatrends will affect how the fruit and vegetable business operates in the years to come. We have selected four trends that demand particular consideration: Increasing world population How will changing demographics influence fresh produce consumption? In which parts of the world will the biggest changes occur, and over what time periods?
Digital technologies and data How much will these be enablers for online fresh produce supply? Are these technologies likely to drive increased transparency along the fresh produce supply chain? Will they, as in other sectors, create new business opportunities? Autonomous transportation How significant an impact will increased flexibility and speed have on the fruit and vegetable supply chain? And how soon before the industry experiences notable change? Health and well-being Will the recent trend for diets that favour fresh produce continue? Will consumers’ increasing scrutiny of the quality of fresh fruit and vegetables favour certain products, such as organically farmed and low-carbon fresh produce? Drilling down one level further enables us to see how innovation in each of these areas is likely to shape where and how fresh fruit and vegetables will be sold in the future.
» march 2018 - eurofruit magazine
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fruit logistica trend report 2018
Future trends
26
Future trends in fresh fruit and vegetable markets In order to understand where fruit and vegetables are likely to be sold in the future, we modelled fresh produce expenditure along three dimensions: by geography, by consumption occasion (at home versus out-of-home) and by channel (traditional outlets versus online).
First, the good news for producers: we expect to see significant growth in fresh fruit and vegetable consumption in all parts of the world. The increase in demand will be driven largely by population expansion in combination with growing expenditure on food – in general, as well as, increasingly, thanks to enhanced nutritional choices that favour fruit and vegetables in particular.
This growth does present the business with challenges. There is likely to be wide variation between regions and income groups in terms of how these demand and consumption patterns evolve over time. While some will develop quickly, others will evolve much more slowly. Understanding these patterns will be key to developing a winning strategy and aligning operations to serve them.
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fruit logistica trend report 2018
Figure 3.
Consumer spending on fruit and vegetables Geography and channel, 2030 (trillion euros) Consumer spending on fruit and vegetables Source: Passport Euromonitor, Oliver Wyman research and analysis Geography and channel, 2030 (trillion euros) €0.4tn 8%
5% 8% 11%
18% 7% 5%
€0.4tn 8%
5% 15%
€0.8tn 16% 7% 16%
6% 11%
22%
6%
€0.6tn
€2.7tn
2% 7%
10%
13%
4%
7%
Online
6%
Discounters
18%
Supermarkets
26%
Convenience
6%
Specialised food stores and traditional outlets
34%
32%
Out-of-home
1%
4%
6%
11% 19%
10%
20% 53% 15%
26%
7%
4% 46% 35%
28%
€4.8tn
56%
9%
Hypermarkets
14% N America Lat Am
4%
5%
Europe
Mid East & Africa
Asia & Oceania
World
3%
5%
7%
6%
CAGR 2015-2030
© Oliver Wyman
Geographical shifts The headline news is that the markets of Asia and Oceania will grow substantially, gaining greater significance within the global picture of fresh produce consumption. Whereas the populations of industrialised nations in western Europe and America are growing slowly, if at all, those in Asia, as well as the Middle East and Africa, will continue to grow. In some parts of the world, this growth will be rapid. Combined with notable income increases, this will reposition respective markets in terms of their relative importance. Collectively, the rapidly developing regions – Middle East, Africa, Asia and Oceania – are poised to grow their share of the fresh produce market from 60 per cent of in 2015 to almost 70 per cent in 2030. There are distinct differences between each one within this overall picture, however. Owing to its strong per-capita gdp growth, Asia will expect to see rapidly increasing demand for healthier food products among its emerging middle classes.
As a number of producers and exporters have seen already in recent years, this will lead to a rebalancing of demand as consumers eat less of the basics, such as rice, and more fresh foods. Some of these developments will be the result of higher demand in regions that are today somewhat remote from the supply chain. This presents challenges for the present setup. For suppliers to seize this opportunity, they will need to be able to serve such regions. Take, for example, Africa’s urbanised areas: we expect significant growth here, but currently more than two-thirds of the population still lack ready access to food supply. Absolute levels of fresh fruit and vegetable consumption will continue to rise in North America and Europe, but by 2030 their relative importance as a percentage share of global consumption will be in decline. In the main, this will be the result of lower growth rates and less notable changes in nutritional demand.
»
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fruit logistica trend report 2018
Figure 3.
Consumer spending on fruit andand vegetables Geography dynamic, 2015-2030 (trillion euros) Consumer spending on fruit vegetables Source: Passport Euromonitor, Oliver Wyman research and analysis Geography dynamic, 2015-2030 (trillion euros) CAGR 2015-2030
€2.1tn
€4.8tn
11%
8%
North America
4%
8%
Latin America
5%
16%
Europe
3%
13%
Middle East and Africa
5%
56%
Asia & Oceania
7%
8%
21%
14%
46%
World 2015
World 2030
Shifts between consumption occasions
Channel shifts
Over the past couple of decades, there has been dramatic movement towards out-ofhome consumption. This has been a big driver of overall demand and profitability. While we expect this trend to continue, the pace of change is likely to slow.
Over the coming decade, there will be significant growth in the use of online channels, albeit starting from what is today a very small base.
© Oliver Wyman
From the fresh produce industry’s point of view, there is some welcome news to be found within this overall picture. We expect to see fresh fruit and vegetables play a more prominent role in the out-of-home market. North America is likely to remain an out-of-home stronghold: not only does it have the largest market share, but it is also already supported by wellestablished, highly consolidated restaurant chains, complemented by fully professionalised supply chains.
28
Currently, online sales of food in general – and fresh fruit and vegetables in particular – start out with a low share of the overall food retail market. There are significant regional differences, variations driven mainly by consumer sentiment (local online adoption rates) and the profitability of retailers. At the same time, some growers have begun to appreciate the channel – as an example, one producer we interviewed reported growth of around 20 per cent in the online arena, compared with less than 5 per cent offline.
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fruit logistica trend report 2018
Figure 4.
Consumer spending on fruit and vegetables channel dynamic, 2015-2030 (trillion euros)
Consumer and vegetables Source: Passportspending Euromonitor, on Oliverfruit Wyman research and analysis Channel dynamic, 2015-2030 (trillion euros) €2.1tn 3%
1%
9%
7%
Online
23%
6%
Discounters
11%
6% 19%
CAGR 2015-2030
€4.8tn
Hypermarkets
2%
18%
Supermarkets
5%
26%
Convenience
7%
6%
Specialised food stores and traditional outlets
-1%
31%
32%
Out-of-home
6%
World 2015
World 2030
20%
16%
© Oliver Wyman
This emerging situation has the potential to develop significantly, even though online fruit and vegetable sales are unlikely to sky-rocket in the foreseeable future. Once companies such as AmazonFresh or Ocado enter more markets, established retailers will be forced to respond, since they cannot afford to lose even a small portion of their traditional revenue to those online competitors. To do so would significantly hurt their slim margins and harm their overall profitability. The challenges are that much greater because, while they establish their channel, many of the new players are less concerned than usual about the profitability of individual deliveries. We expect online’s share of global fruit and vegetable sales to grow to 7 per cent by 2030, though distinct regional differences will remain. The bulk of this growth will occur in Europe and Asia, and only to a lesser extent from the Americas. The main drivers of growth will be a decline in delivery costs, rising competitive peer pressure to enter the market, and a lowering of barriers to adoption. Increasing automation and improvement in logistics will result in more efficient delivery, while customers themselves are likely to be more willing to purchase online thanks to last-mile innovations and more appealing online models.
p.22-31.indd 29
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fruit logistica trend report 2018
Photo: Robomart
The supply chain
The fruit and vegetable supply chain in transition Having looked at where fruit and vegetables will be sold in the future, we will now try to understand how this fresh produce will be sold. As with other supply chains, the one for fresh fruit and vegetables has long been commoditised. As a result, in the past this supply chain has been characterised by an overwhelming focus on cost reduction; until recently, it has been considered to be of limited strategic value. The situation is already changing and these characteristics are likely to become less dominant over time, as consumers’ requirements evolve and the supply chain responds to these changing demands. This evolution will be led both by increased demand for higher-quality produce and by a broadening of the produce range.
30
This presents a strategic opportunity for everyone in the fresh fruit and vegetable supply chain – growers, suppliers and retailers. Already, a number of actors have started to recognise the emerging value, and have taken the first steps to gain control over their fresh produce supply.
• More rapid supply • More flexible supply • More precise supply • More transparent supply
While cost and efficiency will continue to play a significant role in driving the fruit and vegetable supply chain in the coming years, the chain will also be characterised more and more by four key developments that meet emerging requirements:
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fruit logistica trend report 2018
Figure 5.
Service level dynamics in the fruit and vegetable supply chain Source: Oliver Wyman
More rapid
More flexible
More precise
More transparent
Parts Two, Three and Four of this report – which we refer to as ‘deep dives’ – delve into what each of these changes will mean for the fresh fruit and vegetable supply chain. These remaining parts will be published in our April, May and June issues. The first deep dive examines the technological transition of the supply chain, focusing on how innovations will drive more rapid, flexible, precise and transparent fruit and vegetables supply chains. The second looks at the rise of online supply and incorporates a thought experiment about the potential impact of AmazonFresh. The third looks at the likely evolution of foodservice. _ Part Two of the Fruit Logistica Trend Report 2018, which looks in greater depth at future developments in cold chain logistics and technology, will be published in the April 2018 issue of Eurofruit.
More online fruitlogistica.com
Keep in touch with all the news and developments from Fruit Logistica via the event’s official website.
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fruit logistica 2018 reVIEW —The best of Berlin
Produce’s powerful presence berlin—Visitors from over 130 countries attended Fruit Logistica in Berlin last month, reaffirming the event’s position as the leading global trade show for the international fresh produce business. by Carl Collen
G
ermany’s
vibrant
capital was once
Fruit Logistica 2019 will take
level. Business results ranged from good to excellent.”
place in Berlin from 6 to 8 February.
into the capital of
Positive impression
Best in show
the global fresh
According to show organiser Messe Berlin, the post-
As ever, Fruitnet’s experienced team
produce sector for four days in Feb-
event results showed that Fruit Logistica received top
of journalists were present on the
ruary, as Fruit Logistica rolled into
marks from exhibitors and trade visitors alike. Some
show floor, meeting, greeting, gath-
Berlin, bringing with it more than
90 per cent of exhibitors reported a positive overall
ering information and hunting for
3,100 exhibitors from over 80 coun-
impression of this year’s Fruit Logistica. Many partici-
the key news from the industry’s
tries who presented a comprehen-
pants were able to lay the foundation for a successful
major players. On the following
sive market overview. On the show
business year during the three days of Fruit Logistica:
pages you can read about some of
floor, the industry’s top names
46 per cent of the exhibitors achieved new orders at the
the most interesting stories they
showcased their innovative prod-
event, and 90 per cent said they expect excellent to sat-
hunted down in Berlin, while there
ucts and services, while informa-
isfactory post-trade-fair business.
are also reports from the second
again transformed
tive conference sessions such as the
Key objectives for Fruit Logistica 2018 exhibitors
Fruitnet World of Fresh Ideas event
Future Lab and World of Fresh Ideas
included strengthening customer relations, promot-
and the annual Fruit Logistica Inno-
gave visitors a glimpse of trends
ing their company, and developing new business. These
vation Award. _ E
and upcoming developments in the
objectives were largely achieved. Business results at the
industry. And, on top of all of this,
event received a positive assessment from 96 per cent
a new name was etched into history
of trade visitors – which explains why 95 per cent of
by landing the Fruit Logistica Inno-
respondents said they would recommend Fruit Logis-
vation Award to close out the final
tica to others. Some 83 per cent of trade visitors gener-
day of the event.
ated new business contacts. More than three quarters
“Fruit Logistica underlines its status as the leading trade fair for
32
the large number of trade visitors at the management
said that these contacts are likely to generate business deals following the event.
the global fresh produce trade,” said
Fruit Logistica 2018 was attended by top-level deci-
Fruit Logistica Global Brand Man-
sion-makers from all over the world with 82 per cent
ager Will Wollbold. “We had the priv-
of trade visitors coming from outside Germany. The
ilege of welcoming over 77,000 trade
number of decision-makers among trade visitors
visitors – more than ever before. We
remained high. Around two thirds of them held man-
were particularly delighted to see
agement positions in their companies.
Hyperlink www.fruitlogistica.com
The official Fruit Logistica website is your one-stop shop for the latest news, images and exhibitor details.
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fruit logistica 2018
march 2018 - eurofruit magazine
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33
27/02/2018 12:29
fruit logistica 2018
review —Fruitnet World of Fresh Ideas
Innovation, inspiration, insight… berlin—An audience of 400-plus was treated to a feature-packed show about the future direction of the fresh produce business at Fruitnet World of Fresh Ideas. by Mike Knowles
F
ruitnet World of Fresh
Produced by leading global management consul-
Ideas returned to Berlin
tancy Oliver Wyman and unveiled during Fruitnet
at
last
World of Fresh Ideas at the start of Fruit Logistica 2018,
month, offering its unique and
the
start
of
Disruption in Fruit and Vegetable Distribution is a far-
unrivalled mix of video content,
reaching investigation into the global fresh produce
interviews and interactive polling
industry with insights that help position fruit and
on the eve of leading fresh produce
vegetable suppliers to meet future customer demands.
trade show Fruit Logistica. Featur-
The report sheds light on how markets, consum-
ing leading industry names includ-
ers, companies, and technology are going to change
ing Tesco, Chiquita, The Greenery,
the way fresh produce is procured, transported, and
Limoneira and Compac, the live
sold – changes that are of particular importance in an
show delivered a whirlwind tour of
increasingly global and interconnected marketplace,
innovations and insight, focusing
with an overall increase in demand driven by pop-
on major industry trends such as
ulation expansion in certain parts of the world and
waste reduction, online-to-offline
higher spending on food in general.
retail,
blockchain-enabled
logis-
The report also predicts a number of opportunities
tics, marketing via social media,
and challenges for everyone connected with the fruit
ed,” commented Rainer Münch,
modern packaging formats and
and vegetable business, including:
the report’s lead author at Oliver
vertical farming.
• The appearance of faster, more flexible distribution
Wyman, during FreshIdeas. “This,
Organised by eurofruit publisher
networks characterised by greater transparency, more
in turn, is changing the way fresh
Fruitnet Media International as part
sophisticated forecasting systems, and, in many cases,
produce is carried from its origin to
of its worldwide cooperation partner-
closer collaboration between supply chain partners
its destination.”
ship with Fruit Logistica, FreshIdeas
who were previously prone to contentious negotiation.
He added: “The fruit and vege-
brought together more than 400
• Continued growth in online sales of fresh fruit
table supply chain is in continual
members of the international fruit
and vegetables across the globe, driven by lower deliv-
flux as it is shaped and reshaped
and vegetable business to hear from
ery costs, better distribution technology, and growing
by the emergence of new market
some of the industry’s leading experts
interest among shoppers.
segments and the evolution of
in a range of fields. What’s more, at
• Far greater complexity and higher expectations
consumer demand. Businesses all
the heart of this year’s show was a
from customers in the foodservice arena, as consum-
along the supply chain – from grow-
groundbreaking new Fruit Logistica
ers look to find better quality, convenience, and variety
ers to retailers – are expanding and
Trend Report that looked in depth at
across an increasingly wide range of outlets.
consolidating. Their advances coin-
the future of fresh fruit and vegetable distribution.
34
“The marketplace for fresh fruit and vegetables is becoming increasingly globalised and interconnected”
“The marketplace for fresh fruit and vegetables is
cide with a notable drive towards
becoming increasingly globalised and interconnect-
greater efficiency and transparen-
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fruit logistica 2018
OPPOSITE—400+ people attended Fruitnet World of Fresh Ideas BOTTOM—Rainer Münch introduces Oliver Wyman’s report MIDDLE—eurofruit editor Mike Knowles hosted the show BELOW—Yuxin Yang discusses retail innovations in China
cy, a trend that is assisted by seem-
Are Bananas campaign – the first
ingly unstoppable technological
time it has run a truly global mar-
advance.”
keting project with a single, coordibrand
nated public message – she offered
manager at Fruit Logistica, com-
Will
Wollbold,
global
lots of different ideas about how
mented: “Wherever you work in the
to develop a brand strategy in line
fresh produce industry, Disruption
with today’s increasingly busy con-
in Fruit and Vegetable Distribution
sumer.
will enable you to anticipate key
“When building your brand, you
issues affecting the trade, and help
should think of it as a person,” she
stakeholders and decision-makers
suggested. “Aim to build long-term
to understand them better. It will
relationships with your custom-
also help you to answer questions
ers, speak to consumers and cus-
that relate directly to your busi-
tomers with a consistent tone, and
ness proactively.”
don’t repeat the same message in the same way over and over again.”
Efficiency and engagemenT
Other highlights of this year’s
Elsewhere during FreshIdeas, Tes-
show
co’s UK produce director Darren
na, chief executive of Dutch sup-
included:
Steven
Marti-
Clough explained how the retail
plier The Greenery, commenting
giant is building closer and longer-
on recent changes in consum-
term relationships with several of
er behaviour, especially in light of
its suppliers in order to reduce the
new demands for convenience and
amount of produce that is wasted
different portion sizes; Cindy van
in its supply chain. Using video
Rijswick from Rabobank predict-
case studies to illustrate this drive
ing China will become the world’s
towards efficiency, the audience
number one fruit importer in years
saw how key suppliers of items like
to come; Mike Riley of tech special-
citrus, potatoes and carrots have
ist Compac likening the distribution
been able to sign multi-year con-
of an avocado to the sending of an
tracts in return for offering a more
email, both in terms of its complexi-
comprehensive and indeed stream-
ty but also the potential for stream-
lined level of supply.
lined, seemingly simple results;
“We have to be leaner, we have
Jamie Smith of James Hutton Ltd
to be more collaborative, we have
predicting great things for verti-
to understand each other’s business
cal farming of salad vegetables; and
a lot more,” said Clough. “We are
Fruitnet’s China editor Yuxin Yang
going to have to work with fewer
highlighting some of the cutting-
and better partners, and reward
edge developments in the country’s
Trend Report, p22-31
the people who do make the invest-
retail arena – including automated
ments and the commitments.”
shopping trolleys that take care of
Don’t miss the first part of the Fruit Logistica Trend Report 2018: Disruption in Fruit & Vegetable Distribution, published in this issue.
Bettina Stier Scatamachia, global marketing
director
at
Chiquita
your checkout payment while you
More info
head off for a coffee.
Brands International, announced
For those that attended Fruitnet
plans for a renewed promotional
World of Fresh Ideas, the future of
push in Europe this year. Looking
the fresh produce business is now a
back at the company’s recent We
little clearer. _ E
march 2018 - eurofruit magazine
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35
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Fruit logistica 2018
review —Eosta, Proto, Pink Lady Greek exporter Proto celebrated its 90th anniversary in Berlin, but according to George Kallitsis, it is very much focused on the future. The company is already designing
Tom Joyce senior reporter @tomfruitnet
the construction of a brand-new kiwifruit packhouse with a
Safeguarding the future
handling capacity of 20 tonnes an hour, to be added to its existing 10-tonne-per-hour facility. Proto is also investing in golden kiwifruit varieties, with trials planned for the immediate future.
Michaël Wilde, sustainability manager at Dutch organics specialist Eosta (pictured above), highlighted a number of environmentally friendly packaging and labeling solutions, while stressing the importance of addressing the UN’s Sustainable Development Goals. Producers, importers and retailers must move away from the ‘race to the bottom’, he said, and look to preserving the planet and securing a sustainable future for the sector. “We are saying to the whole of the fresh produce sector: isn’t it time to broaden our horizon and grow food in harmony with nature to help achieve these important goals instead of just focusing on producing at the lowest possible cost?” he said. “This is a call to arms to producers, importers and marketers to take up the challenge of the Sustainable Development Goals and take steps to reduce agrochemical usage,” he added. “It is high time we start implementing sustainable farming practices focusing on soil, biodiversity, water and climate in order to safeguard the food supply for future generations. Doing nothing endangers these vital resources that are essential for the production of fruits, vegetables and other foods.”
Pink Lady
GP Alpha Greenhouse
Mitrosilis
This year, Azerbaijan was represent-
Greek exporter Mitrosilis highlighted its growing kiwi-
Pink Lady highlighted its
ed in Berlin with a country pavilion
fruit volumes. Having commenced production three
social responsibility scheme,
for the first time. GP Alpha Green-
years ago, quantities of its Anifi-branded kiwifruit have
Imagine, with the aim of
house stressed the quality of its
risen from 400 tonnes to around 2,400 tonnes. “This year,
further bolstering its efforts on
tomatoes, which it currently ships
we are investing €2.5m in production and coldstorage to
social progress, environmental
to Qatar and Russia, but is now
push us over 5,000 tonnes,” said Christos Mitrosilis.
protection and economic
planning to send to Germany, Latvia
efficiency in the future. It also
and Bosnia & Herzegovina.
welcomed the development of its PinKids range dedicated to children, which has been bolstered by a new marketing licence this season with the film Despicable Me 3, and has recorded growth of 18 per cent.
Egyptian exporter Masrfruit plans to double its volumes of sweet potatoes in 2018, according to Mohsin Susi. “We are the biggest grower of sweet potatoes in Egypt and we have already invested in the land to increase our quantities, especially for the UK market.”
36
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FRUITNET EVENTS 2018
Official Cooperation Partner
Fruitnet Media International specialises in creating high quality, content rich, commercial networking conferences for the fresh produce industry held around the globe. These live events provide the best arena to connect with present and future clients, discover new trade opportunities and to shape the future of your business. 26-27 April 2018 Mumbai freshproduceindia.com
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04 September 2018 Hong Kong asiafruitcongress.com
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For more information contact events team: +44 20 7501 3725 | events@fruitnet.com
Market Intelligence Ltd (Part of Fruitnet Media International) 132 Wandsworth Road, London SW8 2LB, United Kingdom. Tel +44 20 7501 3700 | Fax + 44 20 7501 0306 | fruitnet.com
Events 2018 A4.indd 1
01/02/2018 15:48
fruit logistica 2018
review —Joybells, Port of Antwerp, MOST
Perishable power During a press breakfast, Antwerp Port Authority business development manager Maartje Driessens (pictured right) revealed that the port saw an increase in the handling of refrigerated containers and perishable goods in 2017, while also confirming that port service providers are focusing on innovative solutions and expanded infrastructure for perishable goods as the growth trend is set to continue within the industry. Driessens highlighted that new export destinations are being estab-
Great strides have been taken
lished, such as bfv exporting Belgian
in farming Orri Jaffa mandarins
pears to the likes of Brazil, China and
environmentally, according to
Vietnam, while pointing out that
Israel’s Plant Production and
connectivity has also improved to
Marketing Board citrus head
the likes of the west coast of South
Tal Amit, who told eurofruit
America, Egypt, and the west coast
that the citrus can now be
of Africa.
100 per cent biologically
Meanwhile, Gareth Madsen, com-
Carl Collen eurofruit deputy editor carl@fruitnet.com
Sound the Joybells
controlled. Three separate
mercial planning manager for reef-
systems are in place to prevent
ers at Maersk Line, said the container
the spread of Mediterranean
shipping giant was going through
fruit fly, Amit explained,
“exciting times” with the integration
including spraying orchards
of Hamburg Süd and the ongoing
with natural food-based
rollout of Remote Container Man-
baits, using bait stations, and
agement, which should be fully com-
releasing bred sterile males
plete on all containers this year.
into the ecosytem.
Visitors to the South African stand were invited to sample Joybells, the new red seedless, bell-shaped table grape variety launched in Berlin by Culdevco, in partnership with arc and sati. Dr Leon von Mollendorf, managing director at Culdevco, said the early to mid-season variety was ”high in production and quality, with exceptional cold storage ability” and boasted a “crunchy texture with excellent flavour and an attractive colour – in essence, everything a consumer could desire”. At the product launch, arc representative Dr Bongani Ndimba highlighted the hard work that has gone into the development of Joybells. “This is a very expensive enterprise that takes many years, so the launch of a
Swedish iot company most, creator
It was a special Fruit Logisti-
new cultivar is something that deserves recognition,” he
of an innovative real-time data and
ca for machinery manufacturer
told visitors. “This industry is worth billions of rands and
temperature tracker, announced in
Kronen, which celebrates its 40th
euros to our economy, so it is important for us to work
Berlin that it is expanding its trials
anniversary this year. As well as
together to put on a good show, as a partnership between
with the world’s biggest seafreight
demonstrating innovations such
the industry and the arc.”
forwarder, Kuehne and Nagel. most
as the drying system K650, the
ceo Jon Hjertenstein (pictured
washing machine gewa 3800B
Anytime Investments, Angon Fruit, AS Viljoen & Seuns,
above) said the agreement would
Plus and the Spirello 150, the com-
Capespan, Clovelly De Doorns Farm, Core Fruit, Dole
enable the company to enter new
pany hosted ‘live cooking’ with
South Africa, exsa, The Grape Co, SA Fruit Promoters and
markets and sectors.
gourmet chefs Wolfgang Blum
South African exporters of Joybells include amc Fruit,
Star South Fruit.
38
p.38.indd 38
and Andreas Eigner.
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Appetizing color & shape
Lasting shelf life
Distinct sweet taste
Easy to peel
Remarkably juicy
Long season
Very few seeds
www.orrijaf fa.com Orri Jaffa.indd 1
13/03/2017 15:23
fruit logistica 2018
review —Crimson Snow, Oranfrizer, Val Venosta
Mike Knowles eurofruit editor @mikefruitnet
Oranfrizer Sicilian company Oranfrizer has been presented with a Special & Different Award by upmarket UK retail chain Marks & Spencer during a ceremony held at Fruit Logistica 2018 in Berlin. The prize, which recognised the
Crimson Snow blazes new trails in Europe
company’s range of unique red-fleshed citrus varieties, was collected by the group’s chief executive Nello Alba and export manager Sara Grasso. Oranfrizer suppliers a number of different varieties of red orange – including Tarocco Ippolito, Lempso and Nocellare – as well as a red-fleshed mandarin marketed as Mandared, all of
Branded club apple Crim-
them grown on the Plain of Catania.
son Snow appears on track to establish around 700ha of production by 2022 in order to meet reported high demand for the new red-skinned, white-fleshed apple, which offers long storage times, good durability along the supply chain and a marketing period towards the latter half the European season. The marketing partnership convened in Berlin to welcome its newest member, French group Mesfruits, which is poised to extend the variety’s supply base and develop sales in France itself. That extension follows the recent addition of other key producing partners, including Vog in Italy, Iseppi Frutta in Switzerland and Verda Vivo/Agrounija in Serbia, the latter having what is currently a unique opportunity to develop sales in Russia. Each of the member suppliers has signed up to plant sizeable areas of land with Crimson Snow, which is reportedly commanding prices similar to those seen for premium variety Pink Lady.
Val Venosta Apples unveiled its new marketing plan for 2018, which will focus on the concept of ‘cultivating friendship’, be it with consumers, customers or growers. “We’re trying to uniformly convey the concept of friendship in all our marketing, communication and promotion activities,” explained marketing manager Benjamin Laimer (pictured above left with commercial director Fabio Zanesco). “It’s all about true friendship based on the values of honesty, trust and passion.” The group has also secured a deal with entertainment brand Disney to use a number of characters from the films Cars and Frozen on packs of Val Venosta fruit. Special mixed four-packs of Pinova and Gala apples, on sale from mid-February, will contain two stickers for young consumers to collect.
The other major consortium partners are Italian firms Rivoira and Sanifrutta, as well as founding South Tyrolean companies Fratelli Clementi, which developed the variety from a chance Australian seedling called
Smart avocados and potatoes that
mc38, and Kiku Variety Management, which is responsible for managing
accompany the products on their
the brand worldwide. In terms of production area already in place, Fratelli
journey to market, recording all
Clementi currently has around 150ha, Rivoira and Sanifrutta have around
kinds of useful data along the
100ha each, Vog has around 20ha and Verda Vivo/Agrounija 30ha, with Mes-
way, were among the highlights
fruits getting underway with its first five hectares this season.
of this year’s show. Developed by Aaggrrii, a division of Masitek Instruments, the heat- and water-resistant ProduceQC and SmartSpud contain wireless sensors that monitor impact damage during transit.
40
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Fruitnet Daily News 2018.pdf
1
16/01/2018
15:21
Fruitnet brings together the fresh produce industry’s leading business publications, providing the single most reliable source of business news, insight and analysis.
FRESH PRODUCE INDUSTRY INSIGHT FROM:
Delivered FREE to your email inbox
LONDON 132 Wandsworth Road, London SW8 2LB, United Kingdom Tel +44 20 7501 3700 | Fax +44 20 7501 0306 | fruitnet.com
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fruit logistica 2018
review —Decco, Emelka, Upefruy
Decco does the double Post-harvest specialist Decco had a brace of innovative solutions on display in Berlin this year. The first, Full Cover (pictured right), is an edible
Maura Maxwell latin american editor @maurafruitnet
coating to reduce dehydration and extend the shelf-life of fresh produce that employs an electrostatic application system for increased efficiency. The technology, ideal for use in high value crops like avocados and berries, generated plenty of interest at
Fall Creek Farm & Nursery
the fair. The second, Decco’s patented
Fall Creek Farm & Nursery has
ArcAqua ozone technology, features
named Ricardo Polis as its new
a unique nozzle system to release
regional director of South Ameri-
a fine mist of water to disburse the
ca. Polis (below), a veteran of South
ozone uniformly over the fruit. Ozone has been found to be more powerful than chlorine-based
America’s agricultural industry, will
anti-microbial treatments and can be considered a cleaner alternative as it does not leave behind
lead the company’s business in Peru
harmful by-products. “The system is easy to install and safer than other ozone systems because
and throughout the region from
the ozone does not impregnate the water,” explains Augusto Mengelle, Decco’s general manager for
Lima, where he also serves as pres-
Latin America.
ident of the Association of Peruvian Agrarian Exporters (agap).
ACORBANEC Created two years ago, Acorbanec is an association of banana exporters who together account for 30 per cent of the country’s export volume. Banana prices may be riding high due to the current shortage caused by supply issues in Central America, but Richard Salazar acknowledges that Ecuador must continue to raise its productivity if it is to remain competitive in the global market. The country has already made significant gains, with yields rising from 1,100 boxes per hectare in 2012 to 1,900 boxes per hectare today.
Rafael Soto, the newly appointed commercial director of G’s España, says recent improvements to the group’s distribution network mean it is ready to take the next step in its global expansion and is explor-
fruits de ponent Catalan stonefruit cooperative Fruits de Ponent has become the newest member of the Anecoop group. The move will significantly strengthen Anecoop’s presence in northeastern Spain, where it opened its first commercial office in the Ebro Valley in 2015, and allow it to boost its stonefruit and topfruit offering.
Emelka Ariel Sabbag of Emelka cannot remember a recent year in which buyers have expressed such a
ing new opportunities in the US and
strong level of interest in Argentine
Middle East. The company also has
topfruit. He says business has been
several new product offerings in the
brisk at this year’s Fruit Logistica
pipeline in the tomato and lemon
thanks to the sharp fall in European
categories, and is also gearing up for
production and the good quality and
the expansion of its fresh-cut range. “These are big challenges but fortu-
size profile of the Argentine crop.
»
nately I can count on the support of an excellent team,” Soto says.
42
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09/01/2018 14:08
fruit logistica 2018
The 2017/18 Chilean blueberry campaign got off to a much smoother start than last season when an early harvest caused a glut in the market and sank prices. Andrés Armstrong of the Chilean Blueberry Committee says programmes to the US and
citrosol Citrosol’s newly launched Easy-Kit portable testing kit proved to be a star draw at the post-harvest specialist’s stand in Berlin. The kits provide a fast and inexpensive way of measuring PC fungicide concentrations at different stages of the entire handling and packing process. A new formulation of its Citrosol Sunseal wax coating for citrus and the Citrocide Palta avocado wash completed Citrosol’s trio of new offerings at Fruit Logistica.
Europe are flowing well. However, sales to China are being hampered by the heavy arrivals of Chilean cherries. As a result, Armstrong says exporters are looking to achieve a
Costa Rica’s second biggest organic
better spread across Asian markets
pineapple producer group Eco Sweet
this season.
ships around 160 tonnes a week to Europe throughout the year – a process that has been simplified considerably since e-certification became
La Corsaria
compulsory last year, says Chris-
Colombia’s La Corsaria is ramping up its production of
Visions
tián Herrera. Costa Rica is in the pro-
tarragon and oregano in order to be able to offer its cus-
Peru’s Visons is doubling its blueber-
cess of developing the protocol for
tomers a full range of own-grown herbs. Export manag-
ry output in 2018 to 2,000 tonnes and
organic pineapple exports to China,
er Francina Hernández says one of Colombia’s biggest
aims to have an export volume of
and although the market is still in its
advantages is that unlike other suppliers, it benefits
5,000 tonnes by 2020. From this year
infancy, Herrera is confident that the
from year-round production. She says the herb market
the Cañete-based company will also
organics trend will catch on in the
is becoming less price-driven and consumers “are pre-
be adding citrus – namely Murcott
future.
pared to pay more for better quality”.
mandarins – to its export offer as part of its strategy to have year-round production, says Dante Sotomayo.
44
Huertos Verdes
Freshuelva was at Fruit Logistica to
Huertos Orgánicos is a group of small and medium
drum up business for the fourth edi-
organic lime and ginger producers based in central
tion of its International Berry Con-
Colombia. “We have been exporting for three years now
gress, which takes place in Huelva
and are looking to expand into other products,” says
on 20-21 June. In recognition of the
Leonardo Bruinsma. The company is keen to develop
growing importance of blueberry cul-
new partnerships with specialist stores in Europe and
tivation in Huelva, Freshuelva creat-
elsewhere. “It’s difficult to convince growers in Colom-
ed the Blueberry Committee at the
bia to make the switch from conventional to organic
end of last year, which has since been
production,” says Bruinsma. “But we believe the market
incorporated into the International
potential is definitely there.”
Blueberry Organisation.
Upefruy Uruguay’s citrus exporters have high hopes for the Asian market this year. Having gained access to China in 2017 and with negotiations to open up the Indian, Philippines and Indonesian markets at an advanced stage, Marta Bentancur of Upefruy says the region is ripe for development. The fruit association will be taking part in the inaugural China Fruit Logistica in Shanghai in May.
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Untitled-3 1
27/02/2018 14:11
fruit logistica 2018
review —Bananas, Chambers, CN Seeds
chambers Kent-based berry business Chambers is considering growing soft fruit abroad for the first time in a bid to offer greater security of supply to a major UK supermarket. The company, which already has an import business, is looking to
Fred Searle FPJ staff writer
partner with growers in Spain, Portugal and Morocco – as well as less
@fredfruitnet
common sources such as Zimbabwe and Kenya – to produce fruit itself in
Banana supply ‘tightest for years’
these countries. The
retail
customer,
which
Chambers preferred not to name, is understood to have encouraged the producer to expand its operations and help avoid disruption to supply. Increasingly unpredictable growing conditions are understood to have prompted the retailer to push
Banana supply to the UK and Europe is the tightest it’s been for many years, according to suppliers, following bad weather and vessel delays from Central America. Low temperatures, heavy rains and flooding have significantly reduced yields in Costa Rica and other
Central
American
sourc-
es, with importers expecting the squeeze on volumes to last for at least the next four weeks. The bad weather in Costa Rica, a major source of bananas to the UK,
Spain and Morocco currently experiencing a cold snap that has halved soft fruit yields at some farms. CN Seeds Major UK plant breeder CN Seeds is considering relocating its operations to Europe due to concerns about costs, bureaucracy and the protection of its varieties after Brexit. The seed company said it was assessing its options if, as expected, the UK exits the customs
ing and growth problems, according
union, with technical manager
to a major importer.
Edward Hale mentioning the Netherlands as a potential new
country has been affected by per-
home due to the level of support
sistent shipping delays, caused by
the Dutch government gives to
a combination of the weather con-
seed companies. “If Britain leaves
ditions and heavy congestion at
the customs union, the impact
Puerto Limón.
would be catastrophic,” Hale
Volumes from Colombia, anoth-
explained. “We export over half
er major UK source, have also been
of our seed and our largest export
short, following a ‘civic strike’ last
market is the EU.”
summer that shut down the port
Hale said his principle Brexit
city of Buenaventura for several
headaches centre on the potential
weeks. This has also had a knock-
cost of listing commercial varieties;
on effect on shipments from other
the cost and bureaucracy involved
South American origins that tran-
if phytosanitary certification is
ship via the port.
required for exports to the EU;
“The first few weeks of 2018 have
p.46.indd 46
as much as 50 per cent following a cold snap that has hit both countries and reduced supply to the UK. There have been general shortages of raspberries and strawberries in the past three or four weeks, according to Salih Hodzhov, production director of British berry supplier Chambers. Referring to recent conversations with Spanish growers in Andalusia and Moroccan growers in the north of the country, he added: “The growers we work with in both countries are saying they’ve never seen seen low temperatures or such a difficult harvest. “Even compared to last year, it’s more challenging… It’s a bit of a disaster really.”
for a more direct supply model, with
is also likely to result in skin mark-
And to make matters worse, the
46
Spanish and Moroccan raspberry yields are down by
and the possibility that CN Seeds’
been the hardest for a long time,”
varieties will no longer be protected
said one major UK banana supplier.
when Britain exits the EU.
march 2018 - eurofruit magazine
27/02/2018 13:13
BEAUTIFUL COUNTRY BEAUTIFUL FRUIT
A Journey Through South Africa: Beautiful Country, Beautiful Fruit The South African top fruit industry has started its 2018 campaign to support its products while they are on shelves. The campaign, which launched in 2009, aims to raise UK shoppers’ awareness of the varieties, great flavours and seasons of South African fruit - as well as the part buying it plays in developing the country. South African industry research carried out with UK consumers recently shows that great taste is the number one motivator for purchasing fruit. Activity this year will have taste as a central theme, and also includes: The opportunity to win a “Once-in-a-lifetime holiday • for 2” to South Africa on packs and in the media. Shopper educational initiatives – on packs, in store • and online. Young South African Chef of the Year (Cook South • Africa!) competition – inviting young chefs to learn
Help a South African School competition – teaching • UK schoolchildren about the fruit and donating books to schools in rural South Africa.
Editorial features on eating and cooking with • South African fruit. • Advertising and advertorial articles in the UK press. Some key facts: In-store, online and media activity has raised • awareness of the eating quality and ethical attributes of South African apples and pears over the last decade. Activity takes place in the UK’s main supermarket retailers, the media and on social media. The activity is part of South Africa’s Beautiful Country, Beautiful Fruit campaign, which also includes plums, peaches and nectarines.
• •
about SA fruit and win training in the country. www.beautifulcountrybeautifulfruit.co.uk
fruit logistica 2018
review —Tesco, Coveris, Cameo
Tesco makes packaging pledge Michael Barker FPJ editor @michaelbarker
Tesco is promising to take further packaging out of its fruit and vegetable supply chain this year. The supermarket’s fresh produce
category
director
Darren
Clough, speaking at Fruitnet World
Pallet shroud boost for shippers
of Fresh Ideas in Berlin, said that while he agreed packaging has an important role to play in extend-
A new pallet shroud
ing shelf-life and enhancing prod-
overwrap that has the
uct quality, there is currently “way
potential to increase the life
too
of long-distance shipped
produce”.
produce has been developed by Coveris.
much
packaging
on
fresh
Citing Tesco’s commitment to ensure all of its packaging is recycla-
The new design, which is
ble or compostable by 2025, Clough
currently undergoing trials,
said much more is on the cards this
fits over the entire pallet
year. “It’s got to be commercially viable, but absolutely there are a number of things we are going to
and is described as ideal
be doing. We are going to be setting our specifications to align our producers to the right types of
for products susceptible to
materials – getting rid of pvc, black plastic, etc.
dehydration in shipping. The
“We are also going to try to minimise the amounts being used, and there are some great exam-
overwrap can also keep out
ples of where we are going to take some iconic lines in the next six to 12 months and significantly
contamination from pests
reduce the amount of packaging or remove it completely. It’s a big opportunity.”
and rainwater, explained head of food science Eric
Spot the disease
Duncan at Fruit Logistica.
Dogs could hold the key to defeating crop diseases
Britain is set to more than double its
The new packaging,
thanks to a revolutionary programme in the United
Cameo apple output over the next
States.
five years as growers undertake a
known as a Freshlife transit film, features oxygen
The US Department of Agriculture (usda) has
major planting programme.
permeability and moisture
been working with a canine training and detection
This year British growers are
prevention, and is suitable
company, Coast to Coast K9, to train over 20 dogs
expected to produce a crop of 2,900
for a range of products from
to spot plant diseases in fruit orchards. The devel-
tonnes, up from the weather-hit
avocados to kiwifruit and
opment was detailed by Professor Dr Tim Gottwald,
1,900 tonnes the year before. And
melons.
research leader at the usda, during a Future Lab ses-
growers, who have been impressed
sion at Fruit Logistica in Berlin, where he estimated
by Cameo’s durability in-store, have
the potential savings to the industry as in the “mil-
major planting programmes on
lions”.
the way. In 2017/18, an additional
Extensive trials in the US have shown extraordi-
80,000 trees are being planted in
nary levels of accuracy and speed when using dogs
Britain, with 60,000 to follow in
to detect citrus greening (hlb), a devastating disease
2018/19 and the same number again
which is spread by insects and can cause major crop
in 2019/20. That is expected to put
damage for growers.
output up to around 7,000 tonnes by
Gottwald said that, in theory, canine “investiga-
2022/23.
tors” could be deployed to hunt down a wide range of plant diseases. Researchers are already trialling the method with liberibacter solanacearum in tomatoes, and a feasibility project is taking place on plum pox. Future projects are expected to focus on Little Cherry Disease and Red Blotch on grapevines.
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fruit logistica 2018
review —Managing “big data”
Ed Leahy FPJ staff editor @edfruitnet
Developing new varieties in an age of customer awareness Representing the brains of British agriculture at Fruit
make better choices.
cent better in understanding the
Logistica was The James Hutton Institute, whose busi-
In this brave new world of “digi-
overall concept of growth from field
ness development manager, Jamie Smith, shed light on
tal farming” several speakers at Fruit
to table then we could create a lot of
how growers are having to balance conflicting pressures
Logistica warned of “data chaos”
opportunities.
from different ends of the supply chain.
offering their ideas and software
EnvEve’s Marco Brini urged his
“The shortage of labour is being felt across the EU
solutions as ways of turning scat-
audience to end what he called “data
with migration slowing. Traditional growing methods
tered data into coherent knowledge.
chaos”, stating that data alone is
will have to change, and will have to embrace getting
“Market and customer demands
useless. “Unless you put all of these
are changing because other ways
numbers together how can you
“I would be surprised if a lot of the main producers
of procuring and producing food
make a decision?” he said. “It’s like
aren’t looking very heavily at robotics, automatic straw-
have become possible. We are now
the senses on our body. We are con-
berry picking, etc.”
leaner and more efficient,” he said.
moving into food 4.0. We are moving
stantly sensing, and everything goes
Smith opined that customers were also becoming
into smart production of food, just
to the brain and talks the same lan-
more aware of produce provenance, requiring greater
in time production, customer driven
guage. Just imagine if this informa-
traceability. “Customers demand reduced pesticides and
procurement of food, which is a
tion was following different paths.
herbicides, so you’re in an environment when you need
long way from where we have come
This is what is happening now.”
to get higher yields to make yourself more efficient, but
from,” said Gary Winter, of Cloud
at the same time, the products you use are being with-
Ready Software.
drawn because customers demand these things.
“We have sophisticated robot-
The latest topfruit crossbreed
“Consumers are far more aware now of what they
ic technology, using internet, that
was unveiled at Fruit Logistica.
consume, where it’s come from, the provenance of it,
is able to monitor from the field to
It possesses arms and legs and is
and the nutritional benefit of it. The internet has only
the table where the ingredients have
available for handing out flyers at
increased customer knowledge, not just in the UK but all
come from. We have the possibility
trade shows.
over the world. You almost have to get the perfect vari-
of monitoring plants in the field, in
ety these days.”
hot houses, we measure every detail of our humidity, temperature, every-
No More Data Chaos
thing that is to do with the life-cycle
Much has been made of the ongoing revolution in agri-
of plants is being monitored very
culture as increasingly smart robotics and machinery
closely.
look set to become increasingly mainstream.
“What is missing in a lot of parts,
While robotic harvesters represent a new frontier,
is bringing all of this data together
some believe the real transformation will be in the
to give us a coherent, holistic view
huge data sets they will generate. Soon every aspect
of what is happening, and if we have
of a crop, from size and colour to water retention will
that we will have lots of opportuni-
be recorded by robotic sensors, enabling farmers to
ties for growth. If we only get 10 per
march 2018 - eurofruit magazine
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49
27/02/2018 13:12
fruit logistica 2018
REVIEW —Zespri, PFR, T&G, INI Farms
Making kiwifruit more convenient Zespri displayed its kiwifruit peeler and slicer, the marketer’s nifty new tool to tap into the on-the-go market.
John Hey asiafruit editor @john_asiafruit
“A lot of our consumer research shows that convenience is key to boosting kiwifruit’s penetration,” said Zespri ceo Dan Mathieson. “Consumers love the fruit; the health, nutrition and taste profile – the challenge is to make it more convenient. “Cut and scoop with our Zespri Spife (half spoon,
T&G Global had plenty of news
half knife) has taken us one step of the way but this
to announce in Berlin, with the
[machine] might help take us even further.”
appointment of new Asia general
Zespri’s new kiwifruit peeler and slicer was demon-
manager and the launch of a new
strated at the group’s stand by Italy-based global tech-
brand for the Australian market,
nical and development manager Callum Kay (pictured), who has developed the concept with
Orchard Road.
an Italian food machinery company. Small enough to fit on a benchtop, the machine allows
James Gordon has been appointed to the newly created role of general manager, Asia – reporting to T&G’s executive GM of international Sarah McCormack.
users to pop in a whole kiwifruit and within a few seconds receive a peeled and cut kiwifruit in a pot ready to eat. “The peeler and slicer give us new ways to sell kiwifruit – it enables placements in juice bars and café’s, but it also just makes kiwifruit a lot more convenient to eat,” said Kay. “Older generations will prepare and eat kiwifruit but younger people often have a smart-
Based in Bangkok, Gordon will
phone in their hand and not as much time. With this machine, they can pick up the fruit in a
oversee T&G’s growing footprint
pot and eat it on-the-go, without even taking their hands off their smartphone.”
in Asia, which includes offices and staff based in Singapore, Vietnam,
Having proven the peeler and slicer works, Zespri is doing final testing of the technology and it will then look to commercialise the product with the support of its marketing team.
Japan, China and Thailand. With more than 20 years of experience in Indian company ini Farms was
the dairy sector, Gordon has filled a range of roles, from sales and marketing, to senior commercial and leadership, primarily in Asia. Meanwhile, T&G’s colourful new fruit brand Orchard Road is focused on making a wider range of fruits available to Australian consumers, with stonefruit, berries and kiwifruit among the first products to feature. “Orchard Road is a family of fruits packaged and promoted in a fun and engaging way,” said the company’s domestic general manager for Australia,
Two new apricot varieties were exhibited at Plant & Food’s (PFR) stand. Bred by Plant & Food and developed in partnership with Summerfruit New Zealand, the recently-developed cultivars are distinguished by their firm flesh, excellent flavour profile and sweetness, according to Marie Dawkins, ceo of Summerfruit New Zealand. “We’ve had a lot of interest here from growers in Europe and other parts of the world keen to trial the varieties,” said Dawkins. “Currently, the varieties are available to New Zealand growers, and they will decide whether to release them internationally. The New Zealand industry has created a cooperative ApricotCo to manage the sales and marketing.”
exhibiting its fresh-cut range, including pomegranate arils, coconut chunks and mangoes. “Value-adding is critical to our company, and we plan to take it to other products in the future,” said ceo Purnima Khandelwal (pictured). While continuing to strengthen its presence in Europe and the Middle East, ini is seeking to make inroads in the US, Canada and South East Asia this year.
Daniel Waters. With the New Zealand apple season cranking up, T&G’s executive general manager of pipfruit Darren Drury reported a bright outlook. “The signs are positive with the Northern Hemisphere crop being down,” he said. “We’ve had strong signals from retailers – they’re ready to lock down programmes.”
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together with 同期举办
Asia’s fresh produce trading hub AsiaWorldExpo, Hong Kong 亚洲新鲜 果蔬行业 贸易中心 2018年9月 5– 7 日 中国香港 亚洲国际 博览馆
5– 7 September 2018
ASIA FRUIT LOGISTICA Fruitnet_AFL2018_210x297.indd 1
www.asiafruitlogistica.com 11.08.2017 08:29:37
fruit logistica 2018
review —Interpoma, Orri Jaffa
Interpoma unveils 2018 programme Interpoma, the international trade fair and conference for the apple
Luisa Cheshire senior reporter luisa@fruitnet.com
sector, has unveiled a rich programme for its 2018 show. At a press conference held at Fruit Logistica in Berlin the event’s organisers gave the industry a sneak preview
Israel’s Orri Jaffa mandarin brand is fast developing a fan
of what’s in store at Interpoma 2018 in
base in Asia, with consumers in China and Japan willing
Bolzano, South Tyrol, Italy, on 15-17 November.
to pay a premium for its unique taste.
Examining export opportunities and obstacles in Asia will be a core theme
In a recent survey, 80 per cent of consumers
of the 2018 conference, with particular focus on China and India’s positions on
approached in China and Japan said they preferred Orri
the international apple production stage and their import market potential,
Jaffa to other easy peeler mandarins on the market.
Kurt Werth, who coordinates the Interpoma conference programme, revealed.
This is despite the fact that the Israeli variety is several times more expensive than Chinese mandarins, and nearly twice as much as imported Australian Murcotts,
Japanese fruit exporter Royal
revealed Tal Amit, head of the citrus division at Israel’s
Co Ltd was seeking markets in
Plant Production and Marketing Board (ppmb), who was
Europe for its Shine Muscat grapes
heading up the Orri Jaffa stand at Fruit Logistica.
during Fruit Logistica in Berlin this week. The variety, a cross
Orri Jaffa exports to China launched in 2015, then a year later to Japan, yet already they account for the lion’s
between a US and Japanese grape,
share of Israel’s total citrus shipments to these markets:
has been available in Japan for
7,000 tonnes in 2017, Amit said.
the last ten years, but is new to Europe, its developers, who were
The variety, a mandarin hybrid 20 years in the making, enjoys an exceptionally long season, harvesting of which typically starts in late December and runs until late-April/May. The fruit, which has very few seeds, also boasts a great taste and good shelf-life, says Amit. As well as in Israel, the branded-variety is also grown by licensed producers in Spain (2,000ha), South Africa (1,000ha), Peru (500ha), Argentina (500ha), Uruguay (300ha), Chile (100ha) and the US. France, the Netherlands and Germany are the top Israeli Orri Jaffa markets in Europe.
52
p.52.indd 52
Indian fresh produce growershipper KayBee is focusing on the US market for its value-added products. The firm is currently working on a US protocol for its fresh-cut mangoes with a view to exporting them there this season, which peaks in April. The firm is looking forward to sending more irradiated mangoes to the Australian market this season, and expects to develop hotwater-treated mango sales to China, where it shipped for the first time last year. “Our mangoes were very well received in China last year,” says Khakhar. “We will be doing more volume there this season, around 200-300 tonnes.” Last year also marked the first full export season of Indian mangoes to South Korea. Kay Bee’s fruit was the first Indian mango to access the market, and this season the firm expects its volumes to increase to 200-300 tonnes.
also present at the show, said. The grapes are exceptionally large, weighing approximately 13g each, and have a typical Muscat flavour. Retail price per boxed bunch is anticipated to be around the €30 mark, putting the variety squarely in the premium gift market. Shine Muscat was one of several Japanese varieties being showcased at the Berlin trade show. Aki Queen, Oriental Star and Queen Nina also featured.
march 2018 - eurofruit magazine
27/02/2018 13:16
20 YEARS OF BRINGING BUSINESSES TOGETHER IN ASIA The best place for strategic information and quality networking
Organised by
Together with
Market Intelligence Ltd (Part of Fruitnet Media International) 132 Wandsworth Road, London SW8 2LB, United Kingdom. Tel +44 20 7501 3700 | Fax + 44 20 7501 0306 | fruitnet.com
Fruit logistica 2018
review —HCFABM, Haisheng, Jiutai
Yuxin Yang china editor yuxin@fruitnet.com
Alliance by choice Led by the local government, leading fresh produce companies from China’s Hebei province exhibited together for the first time under one pavilion at Fruit Logistica this year. “Hebei is a major fruit production province in China with 3,000 years history,” said Liu Zhenhe of Hebei Forestry Department, who noted that the government body believes Fruit Logistica is the ideal global stage for the region to showcase its unique products. Hebei is China’s largest producing and exporting prov-
One of the leading fruit companies in China’s Fujian province, Jiutai Agriculture made its debut appearance at Fruit Logistica. The company showcased four key citrus products, including its domestically grown tangelo, a tangerine-pomelo hybrid. Henry Wang, international business director at Jiutai, said that even though export prices for Chinese fruit tend to be lower than domestic market prices, it was important to develop overseas markets for the purpose of diversification.
One of the pioneers of introducing Chinese pomelos to the EU
ince for pears. Late last year, nine leading pear grow-
market,
ers and exporters in Hebei formed an alliance, under the
er breakthrough this year when
Topfruit
made
anoth-
management of a new joint venture, Hebei Choice Fruit
it exported 17,000 tonnes of Chi-
Alliance Business Management (hcfabm). Fruit Logistica
nese organic pomelos to Europe.
marked the alliance’s first appearance outside China.
“Our organic pomelos are the only
“In the past, ruthless competition has been very
ones in China certified to German
common in China’s fruit industry. In today’s business
bcs standards. It took us five years
environment however, solidarity is key to our survival,”
to achieve it,” said Topfruit’s Fiona
said Gavin Bian, hcfabm chairman. “The alliance will bring
Chen.
unified branding, standards and marketing to the pears produced in Hebei, and hopefully further strengthen our performance in overseas markets.” Haisheng Group won the 2018 Tomato Inspiration
Red flesh dragon fruit from Chi-
Award during Fruit Logistica. In a bid to challenge
na’s Hainan island attracted a lot
conventional tomato consumption in China, the
of attention at Fruit Logistica. “In
company grows snacking tomatoes in a 12ha Ultra-
Europe, people are more familiar
Clima greenhouse in Gansu, the first of its scale in
with white flesh Vietnamese dragon
China. The award organiser recognised Haisheng’s
fruit, so many potential buyers here
efforts as a “game-changer” in China’s industry.
are very curious about our product,” said Liu Xinyuan of Hainan Rouming, dragon fruit grower and marketer. Rouming’s red flesh variety originates from Taiwan, according to Liu. Large in size, with a floral aroma, the variety has a 60-day shelf life when stored at 0-5oC, giving it great export potential, he noted.
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fresh power
CHINA FRUIT LOGISTICA
Leading national trade show for the fresh produce business
Shanghai, 14 –16 May 2018
chinafruitlogistica.cn
引领全国 果蔬生鲜 行业的博 览盛会
CFL2018_Anzeige_eng_lay.indd 1
12.05.17 13:57
fruit logistica 2018
report —FLIA 2018
Pook strikes gold berlin—The annual Fruit Logistica Innovation Award was handed to German group PookSpaFoods on the final day of the show. by Carl Collen
A
fter two days of voting by trade visitors in Berlin, the 2018 Fruit Logistica Innovation Award (flia) was awarded to Pook Coconut
Chips, the brainchild of PookSpaFoods in Germany, following what Fruit Logistica’s Will Wollbold described as a “high level of competition and a very close fight”. The crisps, made from Thai coconut without any oil or fat, are available in Original Sea Salt, Mango Sea Salt and Chocolate Sea Salt flavours. They are vegan, gluten-free and free from preservatives, with PookSpaFoods recommending them as a snack or as a topping for salads, cereal, yogurt, ice cream, and much more. “We are a small company which set up only recently in September 2016,” explained the company’s founder and managing director Kanokporn Holtsch after being handed the gold prize. “This award is a big surprise and especially important for us.” This year’s silver award went to the dark brown tomato Adora from HM Clause in Spain. The tomato is a variant of the variety Marmande, a particularly robust, old ribbed beef tomato variety that ripens very early. According to the group, what sets the Adora apart is its balanced, intensely sweet and sour taste, excellent shelf-life, firmness and good nutritional values. The bronze flia went to the grass paper product from the German paper mill Scheufelen. This organic packaging material consists of up to 50 per cent fresh grass fibre and is completely recyclable and biodegradable. The use of grass fibres, a renewable raw material, should help reduce energy and water consumption. Conventional pulp fibres require 30,000 litres of water and 6,000 kW/h of energy per tonne – compared to zero litres and 150 kW/h for grass fibres. Pook Coconut Chips follows in the footsteps of previous winners including Rijk Zwaan’s Knox lettuce, the Genuine Coconut from World’s Coconut Trading, Aviv’s Aurora Seedless Papaya and the bbq Grill Mix from Eisberg. _ E
56
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TOP—Kanokporn Holtsch of PookSpaFoods picked up the gold prize MIDDLE—The dark brown tomato Adora from HM Clause BOTTOM—Bronze went to German paper mill Scheufelen
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Untitled-3 1
27/02/2018 16:44
advertorial
preview —Macfrut 2018
First Tropical Fruit Congress to be held in Rimini rimini—The 35th edition of Macfrut, the international trade fair for the fruit and vegetable sector due to be held in Rimini on 9-11 May, will focus on tropical fruit by hosting Europe’s first summit on avocados and mangoes.
A
total of 455,000 tonnes of avocados were consumed in Europe last year, 14 per
cent more than in 2016 and 33 per cent more than in 2015. Over the last ten years, global mango consumption has also increased annually by 5 per cent. In light of these trends, the 2018 edition of Macfrut will host the Tropical Fruit Congress, the first European Summit on avocados and mangoes, a top-level event that aims to set the benchmark internationally for the tropical fruit market. The event’s partner is the prestigious World Avocado Organization (wao) and its sponsors include some of the leading companies in the sector: Agrofresh, Aweta, Ghelfi, Graziani, Nespak, Spreafico, Turatti, Turoni, Mc Garlet, Ser.mac and Frunet. The Congress will take place on Thursday 10 and Friday 11 May – the
project,” says Renzo Piraccini, president of Macfrut.
from two significantly experienced
second and third days of the trade
“Tropical fruit consumption in Europe is growing at
industry players: Xavier Equihua,
fair – and will be divided into two
double-digit rates. The Tropical Fruit Congress is set to
chief executive of the World Avoca-
main sessions. The first will cover
become a benchmark event for the sector and an oppor-
do Organization, who will talk about
marketing and quality aspects, in
tunity for the European market to keep up with current
avocado
particular in the Italian, French and
trends. In fact, there is nothing like it right now.”
in Europe; and Leonardo Ortega,
campaigns
German markets, whereas on the
The programme and panel of speakers is now almost
director of research at the Nation-
second day the main themes exam-
finalised: the session on marketing and quality, coordi-
al Mango Board, who will illustrate
ined will be production, technolo-
nated by Professor Roberto Della Casa of the Universi-
mango promotions in the US. After
gy and packaging. Several speakers
ty of Bologna, will begin with a speech by Elisa Macchi,
a coffee break, a workshop will take
will take their turn, followed by a
director of cso Italy, on mango and avocado consump-
place, during which importers, dis-
round table discussion of experts
tion in Italy, France and Germany. The session will then
tributors and large-scale retailers
and sector professionals (producers
continue with a speech by Carlos Crisosto, researcher
will discuss mango and avocado
and retailers) who will share their
at the University of Davis in California, on the manage-
sales. Speakers will include: Raffa-
experiences.
ment of the supply chain with a view to maintaining
ele Spreafico, managing director of
quality. The session will conclude with contributions
Spreafico; Luca Garletti, chief execu-
‘We strongly believe in this
58
marketing
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advertorial
tive of Mc Garlet; and Ulrich Spieckermann, chief executive of Rewe’s produce sourcing division Eurogroup. The second day, coordinated by journalist Pierre Escodo, will provide a general overview on all the production aspects of these tropical fruits: avocado production in Peru and South America, to be presented by Daniel José Bustamante Canny, president of ProhassPeru; and avocado and mango production in Europe to be presented by Enrique Colilles, general manager of Spanish cooperative Trops. These will be followed by Emiliano Escobedo, chief executive of Hass Avocado Board California, who will conclude with a speech on global avocado production. Among the experts who will take part in the final round table are: Norman Van der Gaag, sales manager of Aweta Group, and Arrie De Kock, researcher at Experico.
TOP—The annual congress takes place in Rimini ABOVE—Macfrut president Renzo Piraccini LEFT—Last year’s edition attracted 39,00o visitors
tion and Land Improvement. In fact, there will be a real, dynamic 700m2 field offering visitors the opportunity to see cutting-edge irrigation systems in operation. In the meantime, a series of international missions to promote Macfrut around the world continues. Following the Macfrut tour events held in Asia, South America, the US, the uae and Africa over the last few months, more presentations and events are scheduled to take place in Zambia, Bulgaria, Croatia and Serbia Growing in various fields
between the end of January and March.
Macfrut is also making progress when it comes to its international focus, as demonstrated by last year’s
Last year’s Macfrut in numbers
record numbers: 1,250 foreign buyers came to Rimini
A 50,000m2 exhibition area, 1,100 exhibitors and 39,000
at Macfrut’s invitation. In 2018, the event is expected to
visitors: these were last year’s numbers, which were on
attract an even greater number of foreign delegations
the rise compared with the equivalent figures for 2016 –
from various countries and sectors. The successful out-
alongside a significant increase in the number of inter-
come of last year’s Macfrut in the Field area – dedicated
national participants.
to pre-harvest technologies – has motivated the organ-
In fact, 25 per cent of visitors and 23 per cent of
isers to encourage groups of qualified professionals
exhibitors came from abroad (up 30 per cent compared
with an interest in this segment of the industry, espe-
to 2016), representing over 40 countries from all conti-
cially from eastern European countries, to attend. This
nents. As far as visitors are concerned, 35 per cent of for-
year’s topic will be the use of water in agriculture as
eign visitors came from eastern Europe, 23 per cent
part of the Acquacampus project, developed by Mac-
from Europe, 12 per cent from Africa, 8 per cent from the
frut in cooperation with Canale Emiliano Romagnolo
Middle East, 7 per cent from South America and 15 per
and the National Association of Reclamation, Irriga-
cent from other countries. _ E
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27/02/2018 13:26
features preview —Global Berry Congress 2018
Berry business gets bigger and better rotterdam—With an expanded conference programme for 2018, the Global Berry Congress is set to offer an unrivalled opportunity to learn more about the category’s future direction. by Mike Knowles
G
60
lobal Berry Congress returns to the
and
Samconsult to discuss future trends
Beurs-World Trade Center on 20-21
discussions will be spread across
Presentations,
interviews
in blueberries; and an in-depth look
March 2018, bringing with it a radically
the GBC Main Stage and two small-
at the various Brexit-related chal-
overhauled programme designed to
er stages – GBC #FreshIdeas and
lenges facing berry marketers in the
make it the most engaging and inter-
GBC Launchpad. Among the high-
UK, led by Nicholas Marston of Brit-
active edition in the event’s history. This year, for the
lights of this year’s event (see p62-64
ish Summer Fruits.
first time, the majority of the conference will take place
for full programme) will be: a spe-
Elsewhere, GBC Main Stage ses-
within the GBC Expo area itself, bringing speakers, del-
cial session on consumer trends fea-
sions will focus on new opportu-
egates and exhibitors closer together than ever before,
turing Jason Fung, director of berry
nities for Spanish suppliers, the
and allowing delegates more choice in terms of what
category development at North
emergence and growth of key sourc-
they see, listen to and interact with.
American group Oppy, and Marieke
es of supply including Portugal,
It’s an exciting change. As a result, GBC2018 will fea-
Appel, marketing and communica-
Morocco and Mexico, and a special
ture a greatly expanded, six-track programme featur-
tions manager at Driscoll’s Europe,
look at how issues relating to sus-
ing more than 40 industry experts and encompassing
Middle East and Africa; leading blue-
tainability are presenting both chal-
market insight, strategic insight, new products, supply
berry expert David Brazelton of Fall
lenges and opportunities for the
chain innovation and analysis of the big topics affect-
Creek Farm & Nursery, who will be
business – the latter session featur-
ing the berry category. What we hope is that the event
joined by Andrés Armstrong of the
ing Sam Rowe of BerryWorld Group
will therefore continue to offer an unrivalled opportu-
Chilean Blueberry Committee and
and Jan Engelen of Belgian company
nity to learn about where the category is heading.
Carlos Stabile of Argentinean group
Hoogstraten.
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The Global Berry Congress 2018 programme will be structured as follows: GBC Main Stage Analysis of category data and trends in the international berry market. GBC #FreshIdeas Fresh insight and inspiration from across the global berry business. GBC Launchpad Latest innovations from all along the berry supply chain. GBC Creative Lab A chance to explore a crucial area of the berry business in greater depth. More variety On the GBC #FreshIdeas stage, a variety of themes will
GBC Interview Hub
come into focus, including the potential development
Hear what some of the industry’s major players have to say.
of the Indian market, a focus on sourcing from eastern and south-eastern European countries like Ukraine,
Meet the Expert @ GBC Business Lounge
Romania, Serbia and Slovenia, changing trends in berry
Book your place to learn from the berry trade’s brightest minds.
logistics and distribution, new varieties of strawberry, blackberry and black raspberry, and the latest advances
Having established the annual congress as the world’s premier conference
in led lighting technology.
and networking event for the international fresh berry business, we want
Over on the GBC Launchpad, several of the berry
to respond to new demand for an even more engaging and informative live
sector’s leading service providers will provide updates
show by extensively revamping its programme structure. In short, GBC2018
on key areas of the business, including a range of pre-
will offer more insight and ideas about the berry business than ever before,
and post-harvest technologies. There will also be a
delivering a much more lively and interactive event experience, and one
GBC Interview Hub, where those attending can listen
that enables people to learn more about the business and to hear far more
in as journalists from GBC organiser eurofruit speak
of the presentations, interviews and discussions that interest them. _ E
to some of the industry’s leading players. Meanwhile, those registering for the congress will also have an
We look forward to seeing you there!
opportunity to spend time with some of the brightest minds in the berry industry as part of our Meet the Expert series, held in the GBC Business Lounge. During a limited number of private meetings, small groups will be offered specialist, free advice. Elsewhere, a special GBC Creative Lab will feature in-depth workshop sessions, in which delegates themselves will be invited to test their own skills in developing solutions to specific berry-related challenges. For example, Naomi Turner of UK-based marketing agency Pink Sky will draw on her experience of working with companies including Marks & Spencer, Zespri, Besana and Innovative Fresh to offer advice on how to approach fresh produce branding in an increasingly digital and globalised market.
Register online www.berrycongress.com
Find out more about the Global Berry Congress and register for this year’s event at the official website
march 2018 - eurofruit magazine
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27/02/2018 13:46
features
Programme Monday 19 March 2018 17.00–20.00
Global Berry Congress Expo opens. Delegate check-in and registration followed by Welcome Reception
Tuesday 20 March 2018 GBC Main Stage 09:00 09:10 09:20 09:30 09:40 09:50 10:00 10:10 10:20 10:30 10:40 10:50 11:00 11:10 11:20 11:30 11:40 11:50 12:00 12:10 12:20 12:30 12:40 12:50 13:00 14:00 14:10 14:20 14:30 14:40 14:50 15:00 15:10 15:20 15:30 15:40 15:50 16:00 16:10 16:20 16:30 16:40 16:50 17:00 17:10 17:20 17:30 17:40 17:50 18:00
62
GBC #FreshIdeas
GBC #Launchpad
Welcome to GBC2018 Mike Knowles, Fruitnet Media International The Big Picture — Key trends for the berry sector Cindy van Rijswick, Rabobank Mihai Ciobanu, Fresh4cast Keeping up with Consumers — New trends in the international berry sector and how to react to them Marieke Appel, Driscoll’s Jason Fung, Oppy
Brits, Berries & Brexit — What next for the UK berry market? Nick Marston, British Summer Fruits John Gray, Angus Soft Fruits
Understanding Ukraine — New potential in eastern Europe Andriy Yarmak, UN FAO Andrii Borysenko, Betec Taras Bashtannyk, U-Berry Strawberries — Breeding for the future Steven Oosterloo, Flevo Berry
Storage — Thinking Inside the Box Céline Kuentz, Janny MT
Serbia — Bringing in the Blues Fred Douwen, ABB Growers
Technology — Consistency Guaranteed Raffaele Benedetti, Unitec
Blue Horizons — New challenges for blueberries Andrés Armstrong, Chilean Blueberry Committee David Brazelton, Fall Creek Farm & Nursery Carlos Stabile, Samconsult
Lighting — An even brighter future Willem van Eldik, Delphy
Packaging — Innovations for Berries TBC
Raspberries — Black is the new pink Agnieszka Orzel, Niwa Berry Consulting
Blackcurrants — Keeping Us All Sweet Dorota Jarret, James Hutton Ltd
networking lunch
networking lunch
networking lunch
New Sources, New Approaches — How year-round supply is helping to push berry sales higher Ben Maes, Special Fruit Hans Widmann, Herbert Widmann
Intriguing India — What can Asia’s second-largest consumer market offer the berry business? Ambrish Karvat, Yupaa Group
Spanish Sparkle — New opportunities for Spain Fernando Zaforas, Fresas Nuevos Materiales Emilio Fuertes, Planasa Sergio Sainz, Cuna de Platero Oliver Huesmann, Fruit Consulting
New Varieties — Many Happy Returns Jamie Smith, James Hutton Ltd
Technology — Next Step for Robots? Tom Coen, Octionion
Logistics — Moving with the Times Anton Filippo, LBP Rotterdam
Technology — In Line for Better Value Jeremy Berros, Maf Roda
South-East Europe — Sourcing Report Boštjan Kozole, Evrosad
Strawberries — Breeding Better Berries Eugenio Bolognesi, CIV Johan Aelterman, Idris Consulting
More from Mexico — Export expansion case study Freddy Hoflack, Harvest 52 Pedro De La Torre, Harvest 52
Planting for the Future — New ideas for a more sustainable berry business model Samuel Rowe, BerryWorld Group Jan Engelen, Hoogstraten Final Thoughts Mike Knowles, Fruitnet Media International
Marketing — Charming the Consumer Raphaël Steenbergen, Piphits Biostimulants — Yielding More Value Richard Salvage, Maxstim
China — Supplier Success Stories Oliver Huesmann, Fruit Consulting Romania — Sourcing Report Camil Perian, MerryBerry
»
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For 40 Years, We Have Worked With the World’s Leading Growers to Continually Improve One Thing. B
lueberries have seen incredible growth throughout these past four decades. Consumer demand for yearround, high-quality blueberries is increasing. Successful companies must perform at new levels from the field to the consumer experience.
Fall Creek is no different. That’s why we’ve made significant investments in our global facilities and our high-health, clean plant systems. Our breeding program and our partner breeding programs are focused on delivering varieties which both ensure the growth and profitability of growers and ever more satisfied blueberry consumers. And our grower support program centers on making sure our customers have the latest technical and market information. As we celebrate our anniversary, we would like to thank our customers for your trust and business through these past 40 years. It is an honor to serve you. Please join us in making blueberries even better in the next 40 years.
Fall Creek - US & Canada 1-800-538-3001 blueberries@fallcreeknursery.com
Fall Creek Europe - EMEA +34 955252789 europe@fallcreeknursery.com
Fall Creek Mexico (+52) 384-7338077 mexico@fallcreeknursery.com
www.fallcreeknursery.com
Fall Creek Peru +51-1-6768923 peru@fallcreeknursery.com
features
Tuesday 20 March 2018 (continued) 09:00 09:10 09:20 09:30 09:40 09:50 10:00 10:10 10:20 10:30 10:40 10:50 11:00 11:10 11:20 11:30 11:40 11:50 12:00 12:10 12:20 12:30 12:40 12:50 13:00 14:00 14:10 14:20 14:30 14:40 14:50 15:00 15:10 15:20 15:30 15:40 15:50 16:00 16:10 16:20 16:30 16:40 16:50 17:00 17:10 17:20 17:30 17:40 17:50 18:00
GBC Creative Lab
GBC Interview Hub
GBC Business Lounge
Meet the Expert Mihai Ciobanu, Fresh4cast GBC Interview 1 Andriy Yarmak, UN FAO Workshop — Fresh produce branding concepts for a digital age Naomi Turner, Pink Sky
Meet the Expert Jason Fung, Oppy GBC Interview 2 Marieke Appel, Driscoll’s Meet the Expert Willem van Eldik, Delphy GBC Interview 3 Sergio Sainz, Cuna de Platero
networking lunch
networking lunch
networking lunch
Meet the Expert Cort Brazelton, Fall Creek Farm & Nursery GBC Interview 4 Raffaele Benedetti, Unitec
Workshop — Dealing with the Media Mike Knowles, Fruitnet Media International Michael Barker, Fruitnet Media International
Meet the Expert TBC GBC Interview 5 Ambrish Karvat, Yupaa Group
Meet the Expert Oliver Huesmann, Fruit Consulting GBC Interview 6 Agnieszka Orzel, Niwa Berry Consulting
Wednesday 21 March 2018 08.00–16.00
Exclusive tours for Global Berry Congress delegates
The final day of the Global Berry Congress concludes with a series of bespoke tours to various locations around Rotterdam. An overview of the places you can visit, depending on your tour choice, is available at berrycongress.com/programme 64
»
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our key technologies to design your solutions
FASTER processing BETTER quality SMARTER analysis
Visit us at GBC 2018 for information on our BERRYWAY sizer
We take the best care of your fresh fruit & vegetables
EVENT GOLD SPONSOR
19|20|21 March 2018 - Rotterdam
MAF RODA, S.L. Avda. de la Llibertat, 53 46600 Alzira (Valencia) • SPAIN
SORTING
T.: (+34) 96 240 30 11 F.: (+34) 96 240 34 50 Email: rodasale@mafroda.es
MAF_EUROFRUIT_Insertion GBC_Full Page_March 2018 issue.indd 1
HANDLING
GRADING
PACKING
Visit our website: www.maf-roda.com 22/02/2018 13:59:46
FEATURES
THANK YOU TO ALL GLOBAL BERRY CONGRESS 2018 SPONSORS Global Berry Congress would not be possible without the on-going and generous support of its sponsors. We would like to thank each sponsoring company for contributing to the success of the Global Berry Congress 2018 in Ro erdam.
Gold Sponsors
Silver Sponsors
Bronze Sponsors
berrycongress.com 66
@berrycongress
#berrycongress
march 2018 - eurofruit magazine
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unitec-group.com
Beyond appearances.
Beyond what looks good, but you don’t know whether it tastes good. Beyond simple sorting and color selection, to be sure about the quality you offer. With Blueberry Vision Unitec Technologies you go beyond that. You can accurately assess the real quality of each fruit: internal defects, external defects, hardness, symmetry, integrity. In partnership with Unitec Group you will provide your clients with Consistent Quality over time. To go beyond what until now has held back your business development.
Global Berry Congress Rotterdam, 19th-21st March Booth n.10 Innovative processing lines and quality selection for your fruits.
features
report —Fruitmasters
Making the best of berries geldermalsen—New investment in hi-tech packing facilities and a range of packaging formats has given Fruitmasters’ a major boost in its fast-growing soft fruit business. by Mike Knowles
B
68
erries are becoming a big
home market continues to grow.
deal for Dutch supplier
Fruitmasters’ commercial direc-
Fruitmasters. Now rep-
tor Leonard Kamspchöer believes
resenting around 30 per cent of its
that demand is going to keep
total turnover, the category certain-
increasing. “Consumers are becom-
ly appears to be taking the compa-
ing more and more interested in
ny places from a newly established
healthy eating and this is push-
soft fruit packing facility at its head-
ing up demand for berries,” he tells
quarters in Geldermalsen.
eurofruit. “We’re hearing this not
“Our retail customers are giving much more attention to the soft fruit department, putting fridges in their stores and displaying the fruit better”
With a long tradition as an inter-
just from our Dutch clients but also
By investing in new technology at the facility, Fruit-
national supplier of topfruit – Fruit-
from customers in Scandinavia and
masters is keeping up with trends in Europe’s berry busi-
masters is the Netherlands’ largest
other parts of northern Europe.
ness. “We bought five topseal lines and we are switching
Conference pear exporter and has
Retailers here are copying the suc-
now from punnets with lids to topseal because the
enjoyed success recently with its
cess of the UK where they are able to
demand is everywhere,” Kampschöer reveals. “That’s
Migo pear brand as well as its mem-
sell six or eight different strawberry
come over from the UK to Holland. You see that a lot of
bership of the Kanzi apple club – the
varieties in the shops. Also, the fruit
retailers are now switching to this new way of packing
group is also building a reputation
is not really as expensive as it was in
the fruit.”
as an important source of straw-
the past: it’s now more reasonable
Crucially, while primarily handling and selling ber-
berries,
blueberries,
for the grower and the consumer.
ries produced by its own Dutch growers, Fruitmas-
blackcurrants and redcurrants as
The economics are improving and
ters has also positioned itself as a source of supply for
consumer demand especially in its
the category is growing.”
the retailers throughout the year, bringing in product
raspberries,
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features
OPPOSITE—Early Dutch-grown strawberries ready for delivery to a retail customer LEFT—Bob’s is designed to offer customers a ready-made, year-round brand ABOVE—A portion of Fruitmasters’ customers favour the premium Prestige range BELOW LEFT—Better varieties and new sources are improving the raspberry offer BELOW—A high-care berry packing line in operation at the group’s new berry facility BELOW RIGHT—Three different berry types from three different country sources
from countries like Spain, Chile, Argentina, Peru and
example, is based on the philoso-
have five different packaging types
Morocco whenever necessary in order to maintain
phy of a year-round range where
for blueberries, whereas in the past
that supply.
the logistics are managed efficient-
it wasn’t possible.”
ly to have consistency and predictGiving the market what it wants
ability of supply.”
What’s more, Fruitmasters’ commitment to the berry category also
Branding is important too. At the top end of the food-
For their part, the group’s retail
seems to be paying off outside the
service market it enjoys good demand for its premium
customers appear to be investing
Netherlands. “We also sell to the UK,
range Prestige, while its relatively new brand Bob’s
more to improve the way the cat-
where we have good retail connec-
(Best of Berries) acts as a kind of off-the-shelf private
egory is perceived by consumers.
tions, and to other countries in
label for a number of different retail customers who
“They have given much more atten-
Europe,” he adds. “But our core busi-
want to have 12-month supply of berries that meet
tion to the soft fruit department,
ness will always be our Dutch-
their various requirements in terms of quality, food
putting fridges in and display-
grown business and the other
safety, taste and provenance.
ing the fruit better,” Kampschöer
business we’re doing is to make a
“We can do almost anything for our customers
notes. “In the past, you only had
year-round produce to make the
when it comes to packaging formats, branding and
125g punnets of blueberries, where-
retail that wants to use us for that
so on,” says Fruitmasters commercial export manag-
as now you can sell 250g, 300g,
part to provide year-round supply in
er Fabien Dumont. “There really is no limit. Bob’s, for
500g, shakers, everything. We now
the shops.” _ E
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features
interview —Camil Perian, MerryBerry
RIGHT—Owner
More the merrier for MerryBerry
Camil Perian has led the development of MerryBerry
dâmbovița—As interest grows in sourcing fresh berries from countries in eastern Europe, we speak to MerryBerry owner Camil Perian about the Romanian supplier’s expansion plans. by Mike Knowles
C Camil
What export opportunities do you see? CP: Our goal is to get Romanian blueberries to countries
an you tell me about
100ha, while in 2018 and 2019 we will
like the UK, Nordic countries, Germany or the Nether-
MerryBerry’s operations?
extend to another 100ha. Initial yield
lands where this fruit is well established. We’re also active-
is relatively small, but we estimate
ly developing new markets – the Middle East and Asia for
around 1,500 tonnes starting in 2020.
example – that are just starting to discover their health
Perian:
MerryBerry
was
founded two years ago. Although we are a fresh company, we’ve managed
benefits. We must not neglect the local market either, What blueberries do you grow?
to combine Romania’s 50-year know-
70
p.70.indd 70
which is small but growing at an accelerated rate. So, hypermarkets and independent stores will benefit from
how in blueberry cultivation with the
CP: We’ve chosen the most produc-
latest available technology. In the last
tive varieties that combine excel-
We aim to offer the freshest and tastiest fruits from
two years, we’ve invested over €4.5m
lent taste with long shelf-life – Duke,
Romania, and we understood this cannot happen with-
to set up the plantations. Our goal is
Bluegold, Bonus and Legacy; but
out major investments and strong partnerships. This year,
to set the bar when it comes to Roma-
we’re experimenting with new vari-
we are investing €2.5m to build a 2,500m2 logistics and stor-
nian blueberry quality and freshness.
eties – Draper, Aurora, Last Call and
age facility, allowing us to get the blueberries to process-
It all started with choosing the
Top Shelf, which, depending on the
ing 20 minutes after harvest. We’ll have the latest sorting
location – Mija village in Dambovi-
results, we will plant in the project’s
and packaging lines, three pre-cooling rooms and ulo/CA
ta county was once a plum planta-
second stage. Romania’s season starts
rooms, a traceability management system and whatever
tion, abandoned for 30 years. Situated
second week of June for early variet-
it takes to meet the highest quality standards. Our part-
at the foot of the Carpathian Moun-
ies and continues until end of August
ners will appreciate MerryBerry’s quality and flexibility,
tains, bordering the forest and with
for late ones, right between Spain and
whether the fruits are bulk shipped, packed under a sepa-
direct access to the national road, this
Poland. However, MerryBerry contin-
rate brand (private label) or under the MerryBerry brand.
emblematic 500ha site has the major
uously invests in new varieties and
We are also considering expanding into other berries.
advantage of a clean, chemical-free
protection systems, so we can extend
MerryBerry will be an important berry player in south-
soil – perfect for quality, organic agri-
the season and guarantee constant
east Europe, and our presence at Global Berry Congress
culture. Last year, we planted the first
production.
2018 only strengthens this statement. _ E
quality Romanian fruits.
march 2018 - eurofruit magazine
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Untitled-3 1
27/02/2018 14:47
features
report —BerryWorld
BerryWorld burnishes its brand identity broxbourne—Coinciding with the completion of its merger with Dutch partner Beekers, the British berry supplier has
established a division known as BerryWorld France.
tary soft fruit varieties to the local French market. Commenting on the move, Beekers says Berry-
a key berry supplier on the
World sees a significant growth opportunity in the
by Mike Knowles
French berry market, both for locally grown product and for imported berries. “Strawberries are well established, with a range of good domestic varieties
ments are also understood to be in
available and strong consumer demand,” he explains.
the pipeline, adding to a business
“Raspberries and blueberries, by comparison, are
that now has offices in the UK,
rather underdeveloped and there is potential to
Netherlands, Spain, France, Aus-
increase consumer demand and grow both products.”
tralia and South Africa.
BerryWorld already has a strong grower nucle-
“Our growth plans have high-
us in Anjou, and hopes to build on that with the
lighted the need for a future-
has
new business. Initial operations will be working in
proofed identity that can grow as
made a couple of major
partnership with Anjou Framboises, with the busi-
the BerryWorld Group does, hence
announcements
ahead
ness aiming to expand its grower base in the future.
the decision to move all of our
of this month’s Global Berry Con-
Grower Rodolphe Guépratte of Anjou Frambois-
berry
gress in Rotterdam, flagging up the
es says: “This is a great opportunity to bring togeth-
shared purple identity,” comments
completion of a merger between
er BerryWorld’s wealth of European experience with
group chief executive Adam Olins.
Beekers Holdings and BerryWorld
our local knowledge and growing expertise to grow
“Our shared culture across the
Europe, as well as unveiling a con-
the French berry category together.”
group will be developed through-
B
erryWorld
Group
under
this
porate branding for its global
Brand Refreshment
the berry world, together, will be
operations.
The group’s rebranding, meanwhile, is expected to
cemented by this united brand
As a result of the merger,
bring greater consistency to BerryWorld Group’s cor-
identity. The growth of our pre-
Dutch company Beekers Holdings
porate appearance, consolidating as it does the var-
pared fruit business, has given us
– including Beekers Berries and
ious divisional identities into one shared, purple
the confidence to expand our
Beekers Made – has been incor-
logo and matching branding style. “Our focus in 2014
operations into Spain, with our
porated into the group, although
was to unite the businesses under a shared name
2017
the Beekers brand remains very
and multi-coloured BerryWorld identity,” Beekers
Spain. With their ‘fresh-cut, fresh-
much a part of the European divi-
explains. “This saw the Eurafruit business become
thinking’ approach to the pre-
sion’s commercial strategy. Follow-
BerryWorld South Africa and our Dutch business,
pared industry, PrepWorld’s UK
ing the change of ownership, Wil
Vitalberry BV, become BerryWorld Europe.”
and Spanish operations will retain
Beekers’ has moved to BerryWorld
p.72.indd 72
businesses
out 2018 and our vision of growing
solidated and more uniform cor-
72
BerryWorld Europe’s Wil Beekers
focus on growing, sourcing and marketing proprie-
reinforced its reputation as international stage.
ABOVE—Adam Olins (left) with
A subsidiary of BerryWorld Europe, the business will
Since
developing
its
original
brand
identi-
their
joint
venture,
original
PrepWorld
multi-coloured,
Group and become its European
ty, the group has established a presence in Austra-
vibrant identity which lends itself
chief executive. At the same time,
lia, through its joint venture with Piñata Farms and
so well to the multi-category
the company revealed that it has
formed PrepWorld Spain, as well as setting up its
nature of its product range and
also opened offices in Nantes and
aforementioned office in France. Further develop-
focus on innovation.” _ E
march 2018 - eurofruit magazine
27/02/2018 13:51
YEAR-ROUND WORLD-CLASS
BERRIES
WE ARE DEDICATED TO SUPPLY THE HIGHEST QUALITY & THE MOST TASTY BERRIES. Thanks to an efficient supply chain and our excellent partnerships with growers around the world you can rely on a steady supply of the most tasty berries all year round. Moreover, we offer a wide packaging range & marketing support tailored to your market. Let’s grow the berry category together! Want to know more? Go to www.naturespride.eu
NEW!
O USE EASY T PUNNET RRY BLUEBE HAKER & S
Nature’s Pride Maasdijk, Holland T. +31 (0)174 525 900 | E. info@naturespride.nl | www.naturespride.eu
features
report —Huelva
Huelva reaps the fruits of its labour huelva—Spain’s strawberry sector is booming thanks to investment into new varieties, marketing and infrastructure. eurofruit travelled to Huelva to talk to some of the industry’s leading players. by Maura Maxwell
T
he province of Huelva in south western
de Palos, drivers are met with two giant fibreglass
Spain is home to Europe’s highest concen-
strawberries sitting proudly in the middle of the
tration of commercial strawberry produc-
roundabout: berries are big business in every respect
tion and the second in the world after California.
around here.
Berries are the lifeblood of the local economy – for
The company’s sprawling facilities are a town
much of the year, row upon row of polytunnels can
within a town, housing three state-of-the-art pack-
be seen dotting the landscape like colonies of giant
houses capable of handling up to 1,000 tonnes a day
plastic caterpillars whose fruitful yield keeps Euro-
at the height of the season, as well as gleaming head
pean supermarket shelves well stocked through-
office complete with a theatre-style conference hall
out the long winter months. Of more than 10,000ha
that can comfortably accommodate the group’s 150
of soft fruit production, more than half (5,400ha) is
member growers. Even the on-site petrol station
dedicated to strawberries, generating annual export
bears the company’s distinctive logo.
revenues in excess of €900m and employing tens of
With a recent survey of 125,000 Spanish consum-
thousands of workers during the peak of the season.
ers revealing a spontaneous recall rate of 89 per cent,
These are good times to be a strawberry farmer
Fresón de Palos is by far Spain’s best-known strawber-
in Spain. Soft fruit sales are booming thanks their
ry brand. Its presence extends beyond fresh produce
superfood status and increased availability in pro-
aisles and is also found on jam labels, juice cartons
duce aisles, and the growing diversification of Spain’s
and even on bottles of premium strawberry gin.
berry offer has led to a contraction in strawberry
“Our brand is our biggest asset and one that we
acreage, bringing supply more in line with demand
have worked hard to nurture,” says marketing direc-
and pushing up prices.
tor Jaime Zaforas. “Its strength allows us to add value to all of our offer, even the fruit that goes for pro-
Building a brand
74
cessing.”
Arriving into the town of Palos de la Frontera, home
Last year Fresón de Palos teamed up with Spain’s
of the region’s biggest strawberry cooperative, Fresón
leading conserve manufacturer, Hero, to create a pre-
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mium strawberry jam, while a marketing deal with Sony Pictures, now in its second year, has further boosted the brand’s visibility. Following on from last year’s joint promotion on the Smurf’s Lost Village film, this March will see a new collaboration for the forthcoming release of Sony’s new live action Peter Rabbit film. Initiatives such as these, says Zaforas, keep the Fresón de Palos name fresh in the minds of consumers even when there is no fruit available to buy. Year-round offer Just a few miles down the road from Palos de la Frontera, another of Huelva’s top-tier berry cooperatives, Cuna de Platero, also believes in maintaining a yearround presence on the market – in this case by invest-
OPPOSITE—A contraction in strawberry acreage has brought better balance between
ing in year-round production. Last year the company
supply and demand this season
harvested its first commercial strawberry crop from
ABOVE—Cuna de Platero’s new automated palletisation system improves efficiency
its new farm in the province of Ávila, and plans to further expand its production this summer. “The strategy comes in response to requests from our customers for year-round availability of our
berries from Latin America during the off season, so it seemed a natural progression to do the same with strawberries.”
brands,” explains managing director Juan Bañez. “We
Cuna de Platero has just completed a multi-mil-
already supply raspberries throughout the year, sup-
lion investment programme at its facility in Moguer,
plementing our Huelva production with fruit from
introducing fully automated palletisation process
northern Spain and Portugal, and we import blue-
and streamlining the entire packing process. “It
»
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75
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features
variety.” While Primoris is the hardiest and most resistant of fnm’s three varieties, Rociera has the advantage of producing high quality fruit throughout the season. “Fortuna produces a good, steady crop and is probably more productive than Rociera during the early stages of the season, but over an entire campaign Rociera probably has the edge,” Zaforas explains from the company’s brand new headquarters
in
El
Rompido,
which will be officially inaugurated in March. fnm was created by Huelva’s leading strawberry producers in 1998 with the aim of developing proprietary varieties adapted to local growing conditions and avoid having to pay licenses to overseas breeding programmes. Its belief in prioritising quality over earliness and yield certainly appears to have
ABOVE—Jaime Zaforas of Fresón de Palos BELOW—Cuna de Platero’s Juan Bañez LEFT—FNM’s new varieties have really
taken hold
paid off. Buoyed by the success of its strawberry troika, the company has embarked on trials in South Africa and Mexico, whose seasons are complimentary to Spain’s and therefore do not compete directly with local production. It is also pressing ahead with the raspberry breeding programme it launched five years ago, and is due to regisenables us to respond better to the different require-
ter its first variety later this year.
ments of our customers and offer a better level of service,” says Bañez. This focus on quality stretch-
Overseas investment
es right back to the farm, where the cooperative’s 85
Further proof of the buoyancy
member growers are encouraged to plant from a lim-
of Spain’s soft fruit sector comes
ited number of varieties in order to help guarantee a
from the surge of investment that
consistently high quality offer.
has flowed from overseas companies. At the end of 2016, UK
76
Breeding success
berry giant BerryWorld opened
and will bring in its first commer-
The University of Florida’s Fortuna, together with
its new Spanish division, Berry-
cial blueberry volumes from the
Rociera, Primoris and Rábida, the three proprietary
World Iberia, to oversee its rapidly
Mountain Blue programme, for
varieties developed by the Huelva industry’s own
expanding European production.
which BerryWorld holds the exclu-
breeder Fresas Nuevos Materiales (fnm), dominate
From its 6.8ha site in Cartaya, the
sive license in Europe and Africa.
production, accounting for around 70 per cent of
company evaluates new varieties
“When developing a new variety
total acreage between them.
and develops bespoke production
we start with the consumer and
Rociera, in particular, has enjoyed a meteoric rise
techniques for its grower base in
work down the chain,” explains
since its launch in 2017. “Its success has taken us
Spain, Portugal and Morocco. The
general manager Iván Leache.
by surprise,” admits fnm’s Fernando Zaforas. “This
company is rolling out production
“Our tailored category manage-
season we’ve produced 95m plants, meaning it has
of its proprietary Diamond Jubilee
ment approach has a proven track
overtaken Primoris to become our biggest selling
and Sapphire raspberry varieties
record and we see long-term
»
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features
Blackberry boost Agrícola del Bosque’s La Canastita-branded blackberries have become a permanent fixture on European supermarket shelves thanks to a unique hydroponic growing method that enables the company to produce on a year-round basis. With an annual production volume of 1,300 tonnes, it has become one of the leading suppliers of fresh blackberries to the European market. “From the outset we decided to specialise in blackberries and our hydroponic production means we are able to produce this highly seasonal fruit throughout the year,” director Daniel Velo tells eurofruit. Agrícola El Bosque forms part of Plus Berries, an umbrella group of Spanish companies each specialising in one type of berry. Velo describes blackberries as “the black sheep of the berry category” due to their difficult handling and a lack of adequate available plant material but is nevertheless confident that demand can be TOP—Iván Leache and Antonio Soto from BerryWorld Iberia
activated provided companies
ABOVE—The team at Fall Creek Farm & Nursery Europe
like Agrícola El Bosque continue to focus on quality
commercial objectives: to provide technical sup-
ising our potential in southern
port to growers; supply access to the latest blueber-
The race is now on to
Europe on our journey to build a
ry genetics; promote connections within the global
develop a primocane variety
global brand.”
blueberry industry and to promote sustainable
that unites the necessary
industry growth.
flavour, yield and shelf-life
Fall Creek Farm & Nursery has
78
and consistency.
planning as the key to fully real-
to make it a commercial
also opted for southern Spain as
He too maintains that the consumer should be
the base of its European opera-
the focal point of varietal development, believing
success – something that Velo
tion, a state-of-the-art facility
the industry is still too supply-driven.
believes would do the same for blackberries as Adelita has
located just outside Seville pro-
“Blueberry consumption in Europe is still very
viding blueberry plants to its
low compared with the US and one of the biggest
customers throughout Europe,
challenges we face is to provide a consistent supply
Africa and the Middle East.
of high quality fruit in order to avoid prevent con-
company will continue
done for raspberries. Until then, he says the
sumer disappointment,” he says. “We need to start
its varietal development
Blueberry surge
with the consumer and work backwards, spotting
programme to improve the
Hans Liekens, who heads up the
gaps in supply and advising growers on what to pro-
organoleptic quality and shelf
operation, outlines its four key
duce and when.” _ E
life of its offer.
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features
report —Polish blueberries
A learning curve olchowiec—While last year’s cold snap had a short-term impact on the blueberry crop, it also demonstrated that the Polish Blueberry Committee is investing in the right areas to deal with future challenges. by Carl Collen
L
ooking back to April last year, the industry headlines were all about the extreme cold weather that struck much of central and
eastern Europe, unseasonably cold temperatures hitting crops such as topfruit and stonefruit in particular. While the frosty conditions did negatively affect Polish blueberry yields, they also offered up a sample of the weather challenges the industry may face in the future, and proved that plans to continuously invest in new technologies are well founded.
80
“Last year the weather definitely had a negative
be firm and taste great. On several
impact on our harvest in terms of total volumes picked,”
markets we sell very large premium
says Agata Małkiewicz of Polskie Jagody and the Polish
blueberries, that are above 18mm in
Blueberry Cooperative (pbc). “We are constantly invest-
diameter.”
TOP—’Berry Good from Poland’ branded
blueberries ABOVE—Celebrating the launch of
Blueberry Berliner Weisse beer
ing in new technologies – tunnels, frost protection and
The blueberry market is con-
the like – to protect our crops and be less at the mercy
stantly changing, she continues,
of the weather. We are also modernising our packhous-
as the industry scene grows with
with Browar Stu Mostow, two craft
es with new equipment. In our climate, the weather is
a greater number of producing
blueberry beers; the first of these –
definitely one of the biggest challenges, and that is why
nations coming to the fore. “The
Blueberry Berliner Weisse – was
we invest every year in growing technologies that help
market is becoming more and more
launched officially at the show. pbc
us protect our crops against such adverse weather con-
global, something we have noticed
will also continue with its ‘Berry
ditions.”
in past couple of years,” Małkiewicz
Good from Poland’ Facebook page,
Despite these difficulties, pbc continues to turn
explains. “We are still seeing growth
the first fanpage for a Polish brand
out good volumes for both the domestic and export
in the market, but you can stay
of blueberries for international con-
markets. According to Małkiewicz, within the pbc the
ahead of your competition by sup-
sumers, while running the second
plans are to harvest some 3,000 tonnes of blueberries
plying the best quality. We also feel
edition of the ‘Berry Good Chal-
this season, with the majority – 80 per cent to 90 per
that cooperation between growers
lenge’, a competition for consumers.
cent – going for export. While the specific characteris-
is crucial, and that is why we start-
“We are also involved in the activi-
tics required are very much dependent on the market,
ed pbc two years ago.”
ties of the Foundation for the Pro-
there are some traits that must be universal, such as
Another way of staying ahead of
motion of Polish Blueberries, which
good shelf-life and taste. “We focus on growing variet-
the competition is through market-
runs a national campaign promot-
ies that store well, as well as maintain a great taste for a
ing, and pbc is doing plenty in 2018.
ing the consumption and health
long time,” Małkiewicz confirms. “Demands depend on
At Fruit Logistica in Berlin the
benefits of this fantastic fruit,”
the market in question, but above all the berries have to
group showcased its collaboration
Małkiewicz adds. _ E
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features
REPORT —Rajpol
Blue backing grojec—Rajpol continues to invest in expanding its blueberry operations, and is hoping to pass the 1,000-tonne production mark in 2018. by Carl Collen
P
olish company Rajpol, located just south of
overseas – with the UK and Scandinavia two of the key
Grojec in the centre of the eastern European
export markets. “For blueberries, the market is good
nation, continues to throw its weight behind
right now,” Wozniak confirms, “but we must remember
its blueberry operations with investments in technology
that in the next couple of years bigger production will
production is set
and packaging. This follows its 2016/17 decision to move
come into play, and this means that only the very best
to come into play
its berry packing operations to a dedicated warehouse
quality will be sold.”
with more efficient cooling and packing facilities.
ABOVE—Wozniak
predicts that bigger blueberry
In terms of varieties, Wozniak says that Rajpol starts
“At the end of the 2017 season we installed storage
with Duke, which is around 30 per cent of overall pro-
equipment that allows us to store up to 100 pallets of
duction, although Bluecrop is still the most important
blueberries in CA storage,” explains chief executive
variety, while the company also deals with growing vol-
Dominik Wozniak. “In the upcoming 2018 season we
umes of Sierra, Toro, Chandler and Late Blue, and they
would like to develop this system. The main issue is
will also soon handle Liberty. “Now, taste and size is
keeping fruits for a couple of weeks during the picking
becoming more and more important, while shelf-life is
season, and storing late varieties to extend the season.
also important.”
Another important thing is searching for new types of
Looking ahead, Wozniak anticipates that one of the
packaging, and we are planning to do trials with Heat
biggest challenges facing the industry will be changea-
Seal.”
ble and unfavourable weather conditions, such as the
For the 2018 campaign, Rajpol is aiming to pro-
frosts which affected much of the region in spring 2017
duce over 1,000 tonnes of blueberries for the first time,
– although he says the company has plans in place to
according to Wozniak. The company is planning to sell
deal with such extremes. “Every year we invest in more
50 per cent of the crop to the domestic market in Poland,
plastic roofs and/or netting to avoid problems with rain-
where Rajpol supplies several retailers, and 50 per cent
fall or spring frosts,” he confirms. _ E
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features
interview —Joanna Sapała, Baltic Berry
Production growth for OZblu
No sign of blues slowdown gumieńce— Joanna Sapała of Poland’s Baltic Berry is anticipating even more
Continued investment in orchard development will see OZblu blueberry volumes rise 150 per cent in South Africa this year. Upon announcing the production increase, Roger Horak, co-founder and global ceo of OZblu, says the additional volume would help meet growing export demand. “At least 80 per cent of South African blueberry production is exported and more than half of our supply goes to the UK, while Continental Europe, the
growth in the blueberry category moving
Middle East and the Far East (Hong Kong, Singapore,
forward, and is looking to take advantage of
Malaysia) are also significant export regions,” Horak
this with new infrastructure and varieties.
explains. “The demand for blueberries in these regions is on the rise due to the growing popularity of health foods and the mounting evidence behind
by Carl Collen
the nutritional benefits of blueberries.” A leading producer of new blueberry varieties in the Southern Hemisphere, OZblu made its first South
W
hat is new when it comes
opposed to the domestic market, and
African commercial planting in 2013. Since then, it
to your berry operations?
this should be no different this year.
has made a substantial investment in boosting the
Our key varieties are Liberty,
country’s blueberry production base alongside a select group of licensed growers.
Joanna Sapała: We are very happy to
Draper, Brigitta, Duke and Bluecrop.
have a new sorting and packing line
We want to plant more new varieties,
for our blueberries. This development
and we are testing some of these new
drives demand among global audiences, Horak
has boosted the volume of berries
varieties now.
explains. “In order to ensure that South Africa
“The high quality of our local product is what
remains a top exporting region and continues to
that we can pack per day. Investment in infrastructure like this is one of our
What are the main characteristics
meet global expectations, strict processes need to be
priorities.
that your customers demand when it
followed when producing blueberries.
comes to your blueberry offer?
“The extremely fragile nature of blueberries means that they cannot be mass-produced but
How is the market for berries panning out at this moment in time? Do
JS: Quality demands vary depending
rather needs to be grown outside in a sustainable,
you expect to see continued growth
on the market. Some customers
dynamic, biological environment.”
in the short-term?
demand good taste as a preference, some pay attention to size, and others
JS: The market for berries is still
to the packaging of the fruit. But the
very good. It is changing in terms
one thing that is demanded every-
of export destinations and supply
where is the shelf-life and firmness of
chain structure. Also, certain quali-
the berries. Good harvesting proce-
ty demands are changing, as are the
dures and post-harvest treatment –
varieties demanded. But generally,
for example fast-cooling in shocking
from a Baltic Berry point of view, the
coolers, maintaining the cold chain
blueberry market is still strong and
and proper quality control – help us
our customer demands in terms of
to meet these requirements. _ E
volume is still increasing. I think this trend will continue for a few more years. What volumes and varieties are you expecting to handle in 2018? JS: In 2018 we expect to deal with greater volumes than we did in the
82
p.82.indd 82
2017 campaign. The majority of our
RIGHT—Quality and varietal demands
crop goes to foreign markets as
for blueberries are changing
march 2018 - eurofruit magazine
27/02/2018 14:16
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features
report —UK berries
RIGHT—In-store
positioning is key, says Driscoll’s
B
erry marketer Driscoll’s says it believes placing berries close to a retail store entrance can improve sales significantly. What’s more,
if secondary berry displays are placed elsewhere in
Driscoll’s lays out category plan
the store – for example further into the fresh produce department, next to other rival products or close to the checkouts – those sales can be boosted even further. According to the company, berries can equate to around 0.5 per cent of total sales in store, making them “super foods with super selling powers”. However, with market research indicating that berry sales
breda—Positioning in store and careful targeting of promotional activity around the beginning and end of peak season can ensure sustained demand year-round, the group suggests.
are based almost entirely on impulse and very much driven by shopper emotion, having the right merchan-
by Mike Knowles
dising strategy in store appears crucial when it comes to ensuring the category is a profitable one rather than a missed opportunity.
lated either side of the tradition-
In summary, Driscoll’s latest
In order to capitalise on the current buzz around
al berry season. In other words,
findings suggest that consumers
fresh berries and squeeze every last bit of commercial
providing berries with an extra
are very much open to the idea of
juice out of each fruit, Driscoll’s has created a five-step
moment in the spotlight – when
buying berries all year round, as
in-store sales strategy for its partner retailers.
they aren’t necessarily top of mind
long as they are prompted in some
At the heart of that strategy is positioning. “Best
– can work as a reminder to the
way to grab as they go. “This logi-
practice shows that putting a berry display close to the
consumer. However, it should also
cally leads to different in-store
entrance of the store triggers more people to buy – in
be noted that those great results
strategies for summer and winter
comparison to anywhere else in the store,” the market-
are slightly skewed by the fact
sales, but the Driscoll’s 5 Step in-
er explains. “Tests also showed secondary displays to
that berries already get decent
store model focuses on the right
be successful, especially when placed near fresh pro-
exposure – in terms of shelf space
approach for the right season,” the
duce, confectionery or near the checkout. In fact, well-
– during the summer months. “At
company concludes. “From shelf
placed secondary displays delivered a minimum of 50
this time, an additional or second-
planning
per cent sales increase in the supermarkets tested.”
ary sales push may be less cru-
Driscoll’s have the in-house exper-
cial to the bottom line,” the group
tise to help you get the most out of
points out.
your berry category.” _ E
Interestingly, the company said that the highest uplift in sales using secondary displays were calcu-
84
p.84.indd 84
to
communication,
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features
report —Greek berries
Greek strawberries make their mark patras—Strawberry exporters in Greece are boosting their presence in markets from Europe to the Middle East, with North America now gaining attention. by Tom Joyce
ABOVE—Eirini
Pantazopoulou and Georgia Rosgova of
Janny MT boosts berry life
Kaplanis Fruits RIGHT—Labis
Lagos of Labidino
Céline Kuentz of French storage module specialist Janny MT is set to present the benefits of the company’s
p.86.indd 86
out in force at this year’s
excellent taste,” she says. Kaplanis sends its Fortuna strawberries to the
Fruit Logistica exhibition
Middle East market, while its Camarosa variety is tar-
controlled atmosphere boxes
in Berlin, with companies includ-
geted at eastern Europe. “The Camarosa is very sweet
at the Global Berry Congress in
ing Kaplanis Fruits, Labidino and
and red, which is just how eastern European consumers
Rotterdam. The boxes serve to
Taktikos showing off new heart-
like their strawberries,” says the company’s Eirini Pan-
increase shelf-life without any
shaped packs specially designed
tazopoulou. “We are expanding slowly, but our annual
loss of quality or weight, while
for Valentine’s Day. “The Valentine’s
production is already high, at around 3,000 tonnes, so
an airtight lid limits food
Day packaging is for our retail cus-
we can supply where there is demand. We want to grow
waste caused by drosophila
tomers in Greece, as well as in Bah-
in the tougher European markets like the UK and Germany. There is also some interest from Italy and Spain.”
suzukii.
rain, Kuwait and Malaysia,” says
Thanks to gas-selective
Labis Lagos of Labidino. “We also
For the last five years, Taktikos has been sending
membranes in the lids, the
have new branding on our Labidino
to Middle East markets including the uae and Kuwait.
atmosphere in the modules
strawberries in Dubai to highlight
“Strawberries are more difficult than most fruits since
quickly stabilises at 1-5
our partnership with [Dubai-based
they are delicate and have a short shelf-life,” says the
per cent oxygen and 1-5
grower and trader] Mirak. This will
company’s Dimitris Taktikos. “For the uae, it would
per cent carbon dioxide,
allow us to get closer to the market
work better sending by plane, so the fruit could be on
and enables joint promotions.”
the shelf in two days.”
allowing berries to be
86
G
reek strawberries were
stored for far longer than by
Kaplanis Fruits also sends to
The company already sends all over Europe, includ-
reducing the temperature.
the Middle East, a market that
ing to Germany, the UK, Italy, Bulgaria, Romania and
The storage potential can be
sales manager Georgia Rosgova
Poland, and now its sights have turned to the North
elongated by six weeks for
reveals is growing for the compa-
American market, with direct flights being introduced
blueberries, by 40 days for
ny. “Our strawberries are very pop-
between Athens and New York. “We are looking at this
redcurrants, blackcurrants and
ular in the Gulf due to their long
possibility,” says Taktikos. “We have the right quality to
gooseberries, and by 25 days
shelf-life, large size, nice colour,
be able to make this work as long as we can find the
for cherries.
good selection of packaging and
right route.” _ E
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features
report —Egypt
Egypt responds to strawberry ban
UAE sees organic shelf space grow In the uae, the retail shelf space dedicated to organic food has increased by 60 per cent over the last four years,
cairo—The Agricultural
according to research from
Export Council believes
Mintel. Demand for organic
Saudi Arabia’s ban on
food has equally risen in the
Egyptian strawberries has
wider Gulf region, with Saudi
had a positive overall effect,
Arabia, Qatar and Kuwait all
leading to the creation of a
seeing impressive growth. However, according to the
new inspection system.
Mintel Global New Products Database (gnpd), only 2
by Tom Joyce
per cent of food and drink launches in the uae were positioned as organic in the
S
audi
Arabia’s
ban
on
He revealed that the government was in constant
year to October 2017. Products
Egyptian
contact with Saudi officials and suggested that the
were instead more likely to
strawberries was intro-
ban would be short-lived. The problem, he said, was
focus on natural and free-from
duced in January after some ship-
the entry onto the market of a host of new exporters,
claims, with ‘no additives or
ments
residue
some of which were ignorant of the rules and specifi-
preservatives’ featuring on 16
inspections, prompting fears that
cations. The aec is conducting an investigation to iden-
per cent of product launches.
exporters could face losses this year.
tify those flouting the regulations so that they can be
The increase in demand for
Egyptian exports of strawberries to
removed from its list of eligible exporters.
such products is partly a result
imports
failed
of
pesticide
Saudi Arabia totalled an estimat-
Excessive pesticide residues on Egyptian crops have
of the decision by the uae’s
ed 39,000 tonnes last year, valued at
also hindered exports of produce to the uae, Bahrain
Ministry of Climate Change
US$90m. “Exporters will be obliged
and Kuwait over the past year. To avoid a recurrence
and environment last May
to redirect their produce and sell
of the problem, the Ministry of Agriculture and Land
to issue an advisory banning
it at lower prices,” Helmi Eissa, a
Reclamation and the Ministry of Industry and Trade
imports of certain fruit and
member of the Agricultural Export
issued a decree last year imposing a new system of
vegetables from various
Council (aec), told Al-Ahram Weekly.
export controls. All agricultural shipments must now
countries. Those countries
Efforts to halt the ban included a
be inspected by the Central Laboratory for Pesticide
included Egypt, Oman,
visit to Saudi Arabia by a delegation
Residues and gain certificates showing that any pesti-
Lebanon and Yemen, sources
from the Egyptian Ministry of Agri-
cide residues follow international specifications as well
found to contain pesticide
culture and Land Reclamation and
as the importing country’s regulations.
residues exceeding permissible
the Ministry of Industry and Trade.
Eissa suggested that the Saudi ban had had a posi-
limits. According to Mintel, the
“The Egyptian delegation sug-
tive effect overall. “All the countries that import our
move is expected to encourage
gested that the Saudi government
products are satisfied with the new system and accept
local food and drink producers
would do better to ban imports
the Egyptian laboratory certificates. It may take some
to develop new organic lines,
from just the exporter or compa-
time, but Saudi Arabia will eventually accept the
while opening the door to more
ny that had violated the specifica-
system as well,” he said. _ E
imported organic brands.
tions rather than ban all strawberry imports,” said Hamed Abdel-Day-
88
p.88.indd 88
em, a spokesman for the agriculture
TOP—Egyptian strawberry exporters hope that the ban from
ministry.
Saudi Arabia will be short-lived
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features
report —Cranberries
Can cranberries conquer the world? fort collins—Michael Carolan, professor of sociology and associate dean for research and graduate affairs at the College of Liberal Arts, Colorado State University, examines whether cranberries can reverse the current situation of supply outstripping demand and become the new growth crop. by Michael Carolan
ame all the billion-dol-
see cranberries as a staple for Thanksgiving and Christ-
ing players to the long game. When
lar crops grown in the
mas, we associate them mainly with the winter hol-
crop prices rise, farmers expand
US Midwest. The answer:
idays – unlike, say, mashed potatoes and gravy. That’s
production, creating surpluses that
corn, soybeans and cranberries.
a problem for the cranberry business, which faces an
push prices back down again. Cran-
Wait, what?
uncertain future as supply wildly outstrips demand.
berries are a case in point.
N
Roughly 60 per cent of the US
The industry is working to boost demand for cranber-
Adjusting for inflation, cranber-
cranberry crop is produced in Wis-
ry products at home and expand new export markets
ry prices increased at a steady 6.3 per
consin, generating close to US$1bn
in Asia and Latin America.
cent for almost 25 years prior to the
in revenue and 4,000 jobs. Other
I have spent close to 20 years studying farmers, food
mid-1990s. In 1996, cranberries hit $65
top-producing states include Mas-
executives, eaters, tastemakers, activists and politicians,
a barrel, which led to record crops
sachusetts, New Jersey, Oregon and
attempting to better understand, among other things,
and oversupply in ensuing years. By
Washington. Overall, cranberries
how niche, novel and/or foreign foods become common-
1999, cranberry farmers were getting
are almost exclusively North Amer-
place over time. Many of these lessons are explained in
a paltry $17.20 per barrel.
ican. Roughly 85 per cent are grown
my recent book “No One Eats Alone: Food as a Social
Reeling, the industry needed
in the United States and Canada,
Enterprise.” The history of food is full of tales where
a saviour. It came in the form of
with the rest scattered across Chile,
supply initially preceded demand, proving that neces-
a dried-up sugary snack: Craisins,
western Europe and a few former
sity isn’t always the mother of invention. Sometimes it
created by the Ocean Spray co-op,
Soviet republics.
works the other way.
which controls 65 per cent of the
But although many Americans
90
In agriculture, short-term profits have a way of blind-
US cranberry industry. Competitors
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features
long game. First you get people used to the idea of eating a food by using
Many Americans see cranberries as a staple for Thanksgiving and Christmas, but we associate them mainly with the winter
it to extend another, more acceptable food. Then you get them to eat it straight. As my American Soybean Association contact explained to me, “Now it’s about making it normal, even cool, to eat edamame,” by getting cooked edamame into schools and into the hands and mouths of trend makers, including teen social media personalities and vloggers. A meat extender? Eating cranberries straight might not be on the immediate horizon. If
LEFT—Most cranberry production is in the US and Canada ABOVE—Craisins were created to absorb oversupply
From cattle feed
you’ve ever tried a fresh one, you’ll
to human staple
know why: pucker-tart! Now, how-
How can such a distinctively Amer-
ever, they are associated almost
ican, holiday-tied product make a
exclusively with winter holiday din-
break for the mainstream? Consider
ners. There are 11 other months and
the story of the once-lowly soybean.
two other meals in every day when
Until the 1970s, most Americans viewed soybeans as a non-food
we could be eating them. Taking a lesson from soybeans,
item. The stigma was so strong that
the
soybean oil had to be labelled veg-
pursue the angle of meat filler –
etable oil because no one would
though I’m sure the marketing
buy it otherwise. “It was viewed as
wizards that came up with “Crai-
were quick to jump on board with their own versions,
what cows ate, not [as] people food,”
sins” could find a better term. As I
more blandly branded as “dried cranberries.” Prices rose
an American Soybean Association
can attest from growing up in rural
to record levels, and farms once again expanded produc-
representative recently told me.
Iowa, there is a powerful imper-
tion. By 2008, Ocean Spray was reportedly paying grow-
Today the US edible soybean indus-
ative in some parts of the US to
ers $70 per barrel.
cranberry
industry
might
try, having rebranded its product as
serve meat at every meal, or at least
Craisins boosted profits by generating demand,
“edamame”, is approaching US$5bn
something that looks like meat. I
but leftover cranberry juice concentrate sat orphaned
in annual revenues, up from US$1bn
have heard chefs praise cranberries’
in storage thanks to flat cranberry juice sales. By 2015
just 20 years ago.
properties as a meat extender: They
cranberry prices had fallen to US$8 per barrel. It takes a price of US$30 to US$34 for farmers to break even.
Soybeans got their big break in 1971 when they were added to the
add a deep red colour, sweet-sour zing and moisture to burgers.
Unlike most Midwest crops, cranberries are perenni-
list of commodities supported by
If the cranberry lobby can get
als. Once planted, a bog can produce indefinitely. Some
the National School Lunch Program.
their product into the National
are over 100 years old. But this also means that cranberry
A humble start as a meat extender
School Lunch Program as a meat
farmers cannot simply convert bogs to soybeans or corn
accustomed a generation of Ameri-
extender, cranberries might satisfy
in years with low cranberry prices. As one former cran-
cans to the idea that soybeans could
not only usda “meat/meat alterna-
berry grower from Carver, Massachusetts put it, the land
feed more than livestock.
tive” dietary requirements – they
“generally isn’t good for anything else.” He covered his
I call this the bridging pathway,
could also represent a serving of
four acres of cranberry bogs with solar arrays and now
and have seen it work successfully
fruit, or more. Keep in mind that
produces a megawatt of power.
for dozens of foods, including tofu
pizza, with two tablespoons of
Ocean Spray execs are hoping for another miracle,
hot dogs, edamame chips, soy burg-
tomato paste, qualifies as a vegeta-
this time from a group of organic compounds called
ers and cricket gumbo. The key is to
ble in the eyes of Congress. Proan-
proanthocyanidins. Those are the powerful antioxi-
incorporate new foods into existing
thocyanidins, anyone? _ E
dants that, among other things, make cranberry juice
meal patterns and dietary behav-
so effective at treating urinary tract infections. The
iours, rather than trying to displace
company is adding proanthocyanidins into low-calo-
century-old practices and recipes
rie juices. It is also energetically marketing cranberries
overnight.
worldwide, including in countries that don’t even have a word for “cranberry”.
Bridges usually lead to somewhere, so this pathway implies a
This article was originally published on The Conversation. See www.theconversation.com march 2018 - eurofruit magazine
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features
report —Blueberries
Peru’s blue surge lima—Peru’s blueberry production is increasing at breakneck speed, but producers must ensure they adopt a long-term strategy in order to achieve sustainable growth in the decades ahead, especially in light of the new supply sources springing up. Peru’s blueberry industry faces significant challenges in the coming years according to producer organisation
A
Federico Beltrán General manager terra business Federico Beltrán is a consultant and pioneer of the Peruvian blueberry industry
griculture is the second biggest gen-
rising from the current 5,000ha to
erator of foreign currency for Peru
12,000ha and production volumes
after mining, and the leading gener-
reaching 120,000 tonnes.
ator of employment. Peru’s opportu-
The behaviour of the culti-
nity to supply global markets during
var in Peru is such that it is possi-
has grown at such a lightning
the counterseason, coupled with less volatility in inter-
ble to produce a competitive crop
pace that the demands on
national prices and a sustained growth in demand, have
between August and March, that is
infrastructure and logistics
turned agriculture into an attractive magnet for national
to say, throughout the entire South-
are becoming greater every
and foreign investment. By 2021, we will become the big-
ern Hemisphere season. Know-how,
year.
gest supplier of fruit in the Southern Hemisphere and a
capital and access to genetic mate-
world leader in fresh produce exports.
rial underpin the success of both
Proarándanos. The industry
The association argues that the need for greater
Blueberries have become the new star of Peruvi-
consolidation and information
an agricultural exports. The capacity and dynamism
established projects and those that are still being developed.
sharing will become more
of our producers has allowed the country to shoot up
By the end of 2018, 60 per cent
acute as output continues
the world rankings in fresh blueberry exports at light-
of Peru’s planted area will be grow-
to grow, especially during
ning speed – as little as five years ago it would have
ing protected varieties, of which
periods of peak supply.
been unthinkable that such a thriving export indus-
20 per cent will be exclusive culti-
At the same time, the
try would exist. Since establishing the first commercial
vars. A tenth of the country’s blue-
quality standards imposed
plantations in 2011, production volumes have soared. At
berry acreage will be organic, while
by the market will become
the end of 2017 the country exported US$361m of fresh
the proportion of land given over to
tougher, with receivers
blueberries, representing an increase of 50 per cent in
hydroponic cultivation is increasing every year.
demanding improved flavour
volume and turnover over the previous year. On its cur-
and size, longer shelf-life and
rent trajectory, the industry is on course to generate
The US is the leading destina-
better condition.
an export value of US$1bn by 2021, with planted area
tion for fresh blueberry exports,
Proarándanos predicts
absorbing 50 per cent of ship-
that international prices will
ments. It is followed by Europe (30
stabilise in the coming years
per cent) and Asia (20 per cent).
as the early season windows
However, it is evident that China
when volumes are low
will account for most of the export
gradually narrow.
growth in the coming years. Indeed, gaining access to new markets – and improving access to existing markets – is one of the main objectives for the industry and the reason behind the strong collaboration between public and private institutions. In the meantime, the biggest challenge Peru faces is to improve the flavour of
RIGHT—Genetics are the key to better
quality and flavour
92
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its offer – and genetics hold the key to this. _ E
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Your guide to fresh produce in Europe
2018
• More than 4,500 addresses from 7 European countries, revised annually • Trading companies, service providers, official bodies and institutions • Trend and POS reports on 10 key fresh product categories • Statistics on the German grocery market
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BG2018_lieferbar_Az.indd 2
06.11.17 13:46
features
report —Frutania
Frutania’s bright berry future bonn—The German company is looking to maintain its position as a berry market leader by investing in technology and cultivation. by Carl Collen
ABOVE—Frutania is launching a new modern packing line in 2018 BELOW—The company is based in Grafschaft-Ringen
F
rutania, the German organisation provid-
Varietal vision
ing a link between producers and the coun-
In
technological
traditional production is also full of
addition
to
them as ‘perfect’. But he warns that
try’s retailers, is aiming to further strengthen
improvements, Frutania is striving
risks. He points out that investing in
its position as one of the leading players in the national
to secure the future of the berry seg-
protection against extreme weather
berry market by boosting its investment in production
ment through investment in culti-
are now just as important as extend-
and technology.
vation and varietal development,
ing the early and late seasons, while
The company, which is based just south of Bonn in the
Schneider explains.
varieties offering perfect taste are
west of the country, already offers a comprehensive year-
“Across all sorts of berries, the
round berry programme, but is now looking to special-
move towards year-round produc-
ise even more to stay ahead of what Frutania managing
tion has accelerated and is conse-
In addition, Schneider says that
director Markus Schneider describes as “fierce competi-
quently part of our culture planning
Frutania can now count of the pro-
tion” in the market.
at home and abroad. My guess is
fessional expertise of berry special-
In mid-April 2018, a new modern packing line employ-
that because of this lasting berry
ist Tobias Linnemannstöns, who is
ing state-of-the-art technology will begin operating at the
boom we will – nationally and inter-
helping with cultivation and selec-
company’s base in Grafschaft-Ringen. “We have very high
nationally – double our planted area
tion of new varieties. “We are very
logistics and packing standards in Germany and we are
over the coming years.” Schnei-
happy to have him on board. Tobias
not afraid of international comparisons,” says Schneider.
der says that it has been satisfying
will support and pilot both us and
“Given the fierce competition within the berry market, we
to observe the growing trust that
our producers in all questions con-
believe that only a highly specialised company will be able
German consumers are placing
cerning cultivation planning and
to reliably grow and market what their clients demand in
in homegrown products, describ-
crop
the future.”
ing the range currently available to
research and development.” _ E
competing with those offering great shelf-life.
management
as
well
as
Schneider says that the enhanced packing station, which will add 7,000m2 of extra capacity, will make the company even more attractive for customers in terms of logistics and technology. “We are perfectly aware of the fact that the logistics of this product group (berries) require constant innovation and that is exactly what we are doing with this new packing station. An additional 7,000m2 means we can offer services for any type of berry. In addition, we will have airconditioned packing zones for different products, adapted to the needs of each different berry,” he points out, adding that packing quality of all other products will also benefit from the new technology.
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features
REPORT —OZblu
OZblu launches blueberry academy
BELOW—OZblu is
a leading producer
paarl—The South African breeder’s new school will help
of new blueberry varieties
strengthen the country’s agricultural sector and develop the local economy.
phosa has placed on the agriculture sector, and share his vision and enthusiasm. As part of our commitment
by Luisa Cheshire
to the new beginning and rebuilding of the nation, we will be launching the OZblu Academy bursary fund for previously disadvantaged individuals with an initial sum of one million rand,” he outlines. Jon Salters, ceo of OZblu’s South African business, says that OZblu has well over 1,000ha of blueberries planted within Southern Africa. “South Africa boasts the first commercial production farms of OZblu with approximately 1,000ha in various stages of production. As we stand today, all the farms growing OZblu in South Africa will, at full production, create approximately 1,000 permanent jobs and 12,000 seasonal jobs.” Salters notes that the low-chill blueberry season runs for almost ten months, thereby offering significant and longer-term employment opportunities to the communities based near the farms. “We are extremely encouraged by the message delivered [by President Ramaphosa] and the new sense of urgency we have seen from government over the past two weeks – they are acting with the speed and agility of a technology start-up. We look forward to working with all stakeholders in government to do our part in making South Africa a better place for all,” he says. Horak will shortly be presenting the OZblu Academy concept to all OZblu customers so that they have
S
outh Africa-based blue-
of the greatest opportunities to sig-
berry breeder OZblu has
nificantly grow the country’s econo-
announced the “immi-
my and create jobs.
too the opportunity to get involved. OZblu blueberries is a leading developer of new blueberry varieties. The firm says it prides itself on pro-
nent” launch of new school, the
Horak says that in an effort to
ducing a range of blueberries that are bigger, sweeter,
OZblu Academy, to train disadvan-
contribute towards the growth of
crunchier and juicer than the older traditional variet-
taged South Africans in blueberry
the industry, the OZblu Academy
ies, through a unique and sustainable breeding pro-
production.
– a school that will ultimately pro-
gramme.
The move is part of OZblu’s bid
vide both in-classroom and online
“Only varieties bred by Dave and Leasa Mazzardis
to boost the South African agri-
education facilities coupled with
are sold under the OZblu label, a key difference in rela-
culture industry and help grow
practical in-field activities on the
tion to any other blueberry brand in the world. Being
the nation’s economy, says OZblu
production of low-chill blueberries
vertically integrated from production right through to
co-founder and global ceo Roger
– will be officially launched in the
the market place, OZblu can ensure that this quality is
Horak. Horak reveals he has been
second quarter of 2018 with the sole
maintained,” the firm said.
inspired by newly-appointed South
purpose of growing the agricultur-
OZblu varieties are registered trademarks and
Africa President Cyril Ramaphosa,
al sector and creating jobs for South
licensed by OZ Varieties (Pty) Ltd and are marketed inter-
whose recent state-of-the-nation
Africans. “We are inspired by the
nationally by United Exports (Pty) Ltd/Mbiza Trading
speech identified agriculture as one
importance that President Rama-
(Limited) directly or via strategic joint ventures. _ E
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features
report —Belgium
Priority is variety hoogsttraten—Belgian auction Hoogstraten is placing a greater emphasis
“We are slowly growing, motivating our growers to invest in raspberries, blueberries and even blackberries, which we had for the first time last year”
on its raspberries and blueberries, where most of the growth in the category is being seen.
round production, to the satisfaction of the auction’s customers. “This year, we had 10ha of artificially lit production, allowing us to produce from mid-December until the end of February, when we compete with Morocco
by Tom Joyce
and Egypt,” says Engelen. “Some of our domestic retailers are very happy with this development, as they can now source from the same producers throughout the year.
W
ith the European berry
tic market at the moment, but we
There are good possibilities, but it is a big investment, so
business
to
want to expand production and start
we need to be careful that the growth is not too explosive
auction
exporting. We want to be a major
in order to keep prices at a decent level.”
boom,
continuing Belgian
Hoogstraten plans to bolster its posi-
player in the whole berry category.”
Europe remains Hoogstraten’s most important export
tion as one of Europe’s leading suppli-
As for strawberries, Hoogstraten’s
market, with distances restricted by the delicacy of ber-
ers of strawberries, while expanding
growers continue to expand their
ries. “Scandinavia, France and the domestic market are
further into alternatives like raspber-
acreage, predominantly in glass-
the main ones,” says Engelen. “The UK is growing in
ries and blueberries.
house production. “The main produc-
importance, which is a surprise. Production used to be
“We sell around 32,000 tonnes of
tion peaks are in the spring, when we
very strong in the UK, and then Brexit happened, so we
strawberries, but this accounts for
have strong domestic consumption,
were quite pessimistic. But we have seen an increase
half of our turnover, so we are still
and in the autumn, when consum-
in demand. Perhaps it’s to do with labour shortages, or
a smaller player in other berries,”
ers don’t tend to have strawberries
maybe it’s due to a dearth of alternatives between Sep-
says sales and marketing manag-
front of mind,” says Engelen. “That’s
tember and December.”
er Jan Engelen. “Demand is increas-
because there are lots of alternatives
Assisting in the endeavour of growing sales is Hoog-
ing for berries in general, but more
around, including grapes, apples,
straten’s increasing contact with retailers, even in the UK,
for raspberries and blueberries than
pears and early citrus. This is a chal-
where the auction’s main clients are the wholesalers. “This
for strawberries. We are slowly grow-
lenge for the future, to make consum-
gives us more feedback and a better understanding of the
ing, motivating our growers to invest
ers aware that there are good quality
expectations of retailers and consumers,” says Engelen.
in raspberries, blueberries and even
strawberries available in the Septem-
“Before, we tended to sell what the grower produced; now
blackberries, which we had for the
ber-to-December period.”
we grow and sell what the consumer is asking for. It takes
first time last year. Our non-straw-
The use of artificial lighting
berry berries are just for the domes-
enables Hoogstraten to achieve year-
a lot of time and effort, but it has led to good growth in markets including Germany.”
_E
BELOW—Fastest
growth is being seen in nonstrawberries
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27/02/2018 14:34
features
report —Belgium
BelOrta focuses on healthy snacking sint-katelijne-waver—The Belgian cooperative displayed an entire wall of innovations in Berlin, as it continues to develop new products and new concepts such as Happy Snacking. by Tom Joyce
B
elgian cooperative BelOrta
ing vegetables in a tub or bucket.
Belgian auction reo Veiling is set to sell its first
is permanently on the
“We are focusing a lot on snacking,”
French-grown tomatoes at the end of March,
lookout
novelties,
says Lambrecht. “We already have
according to Dominiek Keersebilck, targeted at
whether they be new projects, new
the products, so now we just need to
the French market. “One of our Belgian producers
varieties or new types of packag-
develop the concept further. Every
has invested in 9.8ha of greenhouses to produce
ing, and this year is set to be no dif-
year, we will be introducing new prod-
around 10,000 tonnes of tomatoes in France,” he
ferent. New products on display at
ucts and new packaging options.”
says. “This will enable us to sell direct to French
for
consumers, who tend to favour French products.
last month’s Fruit Logistica exhibi-
According to Lambrecht, BelOrta
tion, where the company celebrated
is planning a summer campaign for
It will also help to open the door to our other
its fifth anniversary, included cavolo
its soft fruit in order to encourage
products grown in France, such as cauliflowers
nero, yacon, ready-peeled asparagus
the same healthy snacking concept
and leeks.”
and various grill packs of tomatoes
in berries. “This is hitting some Bel-
and other vegetables.
gian stores at the moment,” she says.
although they remain a minor category at the
“At the moment, we are thinking
“We are also launching a football-
auction. “Three years ago, we had around 400,000
a lot about combinations of differ-
themed snacking tomato product to
punnets,” says Keersebilck. “Last year, this rose
ent items, such as our BelOrta Chef
take advantage of excitement sur-
to 1.2m punnets. This is a big jump. Volumes are
spring pack of flat beans, tomatoes
rounding this summer’s World Cup.
still small, but this growth will continue.”
and shallots, served with sachets of
A football-themed pack of peppers,
olive oil and herbs,” says marketing
cucumbers and snacking tomatoes
manager Sofie Lambrecht. “Our rain-
will follow. We want a full football
bow carrot product contains a selec-
line of products. ” _ E
reo is also seeing rapid growth in raspberries,
tion of carrots of various colours all packed together. Our aim is to make things easier for consumers and inspire them to cook more.” A similar motivation lies behind the company’s Happy Snacking concept, which blends together convenience, choice and healthiness. At present, the range includes easy, on-the-go products like plastic shakers of cauliflower and romanesco florets, but plans are afoot to roll out in-store self-service displays, allowing consumers to pick their own mixes of yellow, orange and red cherry tomatoes, mini-cucumbers and other snack-
98
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TOP—Sofie Lambrecht shows off a football-themed product LEFT—BelOrta’s new Happy Snacking concept ABOVE—REO Veiling’s Dominiek Keersebilck
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features
report —France
Savéol focuses on Nature In 2017, after a year of trials, French producer Savéol introduced its Savéol Nature range of tomatoes, guaranteeing to the consumer a product that is free from pesticide residues and is packed in completely recyclable materials. The range is partly a response to consumer concerns over the safety of the produce they are eating, as well as the overall impact on the environment, but it is the result of an unceasing effort by Savéol’s growers to continuously improve their produce. “Savéol has been growing tomatoes since 1962,” says Claire Simon. “Since the mid-80s, we have had our own insect breeding farms for auxiliary insects and bumblebees. So we are always trying to use as few chemicals as possible and produce as naturally as possible. We can’t be certified organic because we produce hydroponically, but we want to go further and use no pesticides at all. Our growers have already committed to growing a certain percentage without pesticides.” According to Simon, this latest project began some three years ago. “We started with cocktail and Coeur de pigeon tomatoes, growing them without pesticides,” she says. “A year ago, we decided to
Alterbio extends sweet potato range
expand the range with this new concept. The desire of our growers is to eventually use no pesticides on any of the crop.” As for communicating this new concept to consumers, Simon agrees that it is a challenge.
perpignan—With its widening Sweet Bonita range of
“It can be difficult for consumers to understand,
sweet potatoes, French organic producer Alterbio aims to
so a lot of communication is necessary,” she says.
develop varieties for all tastes.
“Consumers are much more aware than they used to be about their own health and the benefits of eating healthy foods, and this will only increase in the
by Tom Joyce
F
rench organic specialist Alterbio showed
Beauregard variety. The purple one
off its new range of organic sweet potatoes
is in between the other two in terms
at Fruit Logistica in Berlin. The company’s
of sweetness and is very good for
Sweet Bonita collection, produced in southern Anda-
French fries. The idea is that every-
lusia in the south of Spain, offers consumers a variety
one will be able to find the sweet
of different colours, flavours and levels of sweetness.
potato to fit their taste buds.”
According to the company’s Emmanuel Eichner, this range will only grow and improve over time.
100
coming years.”
TOP—Emmanuel
Eichner of Alterbio presents the Sweet Bonita assortment
Consumption of sweet potatoes is high in France, says Eichner, but
“We currently have around 8,000 tonnes of produc-
Alterbio is now intent on boosting
tion,” he says. “We need to test which varieties fit the
its exports on the European market.
soil best. This takes a lot of experimentation. Murasa-
“Demand for sweet potatoes is
ki, our newest variety, has a creamy white flesh, a nutty
rising fast, not just in France, but all
flavour and is less sweet than the traditional orange
over Europe,” he says. _ E
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features
REPORT —France
Brittany plots sustainability drive saint-pol-de-léon—Producers in Brittany are intent on going further in terms of sustainability, with zero-residue tomatoes and anti-waste efforts forming part of their ethical, economic and ecological approach. by Tom Joyce
B
rittany-based marketer Prince de Bretagne
toes and cocktail tomatoes. “It is
kicked off the year by releasing its Sustainable
quite niche for the French market,”
Development Report for 2018. In it, the com-
she says. “Those markets that show
pany outlines its ten sustainability commitments, drawn
good demand for organics are the
up in collaboration with all the network’s stakeholders.
main target – Germany and north-
Pascal Marionnet of French
ern Europe, in particular.”
berry breeder Marionnet is
The first two promises, quite naturally, are to defend
ABOVE—Marie Dérédec with the new
Sustainable Development Report
reporting a strong market
the organisation’s values in order to successfully sustain
The marketer is also aiming
the Breton vegetable network and to offer quality prod-
to reduce food waste and attract
for the Magnum strawberry
ucts that are fresh and healthy. Other commitments
younger consumers to its products.
at present. “The market is
focus on the environment, including contributing to
“For us, food waste is an ethical, eco-
currently exploding due to
the region’s energy transition, limiting the impact of
nomic and ecological issue,” says
the variety’s formidable
packaging, developing organic production, strengthen-
Prince de Bretagne producer Samuel
shelf-life and exceptional
ing the company’s agroecological approach and fighting
Aubault, based in Saint-Père.
taste,” he says. “Meanwhile, its yield is comparable to
food waste. Others deal more with the farming profes-
The marketer’s partnership with
sion, guaranteeing the independence of producers and
Frigo Magic, a Breton start-up that
the Clery or Sonata. Another
strengthening the attractiveness of farming. The final
has developed an anti-food waste
strawberry that is prized
commitment is to defend and contribute to the develop-
app to provide its 700,000 subscribers
for its originality in taste
ment of the region.
with simple recipes using leftovers, is
and storage potential is the Mariguette.”
Prince de Bretagne is also launching its own range
one such example. The app recom-
of zero pesticide residue tomatoes. Marketed under the
mends nine flagship varieties from
new label “100% Nature & Saveurs”, these tomatoes are
the Prince de Bretagne range, includ-
Marionnet reveals that
guaranteed to be grown without the use of pesticides,
ing cauliflower, shallots and endives.
two varieties, Versailles
with producers utilising only organic, non-synthet-
Through this partnership, Prince
and Paris, are making their
ic plant protection agents during the production stage.
de Bretagne aims to attract and win
mark in Spain, Portugal
The tomatoes are equally guaranteed to contain zero
over younger consumers, especially
and Morocco. “Their taste
residues, meaning no quantifiable synthetic molecule
women between the ages of 18 and 35,
is totally different from the
residues above the recordable limit of 0.01 mg/kg, no con-
and re-establish daily, stress-free con-
more classic varieties and
taminants and no risk of banned residues.
sumption of its vegetables.
they travel brilliantly,” he
As for raspberries,
says. “As always, Marionnet
“The producers have a plan of analyses throughout
“We are promoting the use of
the production process,” says marketing director Marie
cauliflower as a healthier alterna-
continues to be focused on
Dérédec, who reveals that the tomatoes are tested for
tive to rice or couscous,” says
taste when it comes to new
over 240 active substances. According to Dérédec, a full
Dérédec. “You can even eat the stalk
berry types, and have no fear
range of 100% Nature & Saveurs tomatoes is now on the
by grating it, so it is a very good anti-
– the best future varieties will
market, including on-the-vine tomatoes, round toma-
waste product.” _ E
not escape us.”
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101
27/02/2018 14:39
features
report —Apricots
Fashionably late murcia—Thomas Chevaillier of Murciabased stonefruit breeder psb Producción Vegetal predicts a rosy future for the company’s new range of late-season bicoloured apricots. by Maura Maxwell
C
an you tell us about your late-season apri-
How do you see the potential to
cot varietal breeding programme?
develop the apricot market in the medium to long term?
Thomas Chevaillier: Our new range of extra-late bicoloured apricot varieties, which are marketed under
TC: There’s no doubt that growers
the Red Buffalo brand name, comprises 11 varieties
and exporters face a difficult future
that can be harvested from mid-July right up to the
– every year brings stricter certifica-
beginning of September.
tion requirements while prices con-
The apricot season is relatively short in compari-
tinue to fall, and there is so much
son to other types of stonefruit, and after July grow-
variability in quality that consumers
ers typically keep fruit in storage for a month so that
are often put off. Developing good
it can fetch better prices on the market.
new varieties is one solution but it is
We know that consumers want to eat exception-
not the only answer. Every member
al apricots throughout the summer and developing
of the supply chain, from the grower
varieties to extend the season has therefore been
through to the retailer, must work
one of the prime objectives of breeding programmes
together to improve quality and
in recent years. However, although many of the new
increase sales. _ E
varieties introduced so far score highly on yield, colour and firmness, flavour has been the one characteristic that has been lacking – until now. Our new varieties combine a high brix level, aromatic taste and crunchy-yet-juicy texture with an attractive deep orange colour and red blush which chimes perfectly with consumer tastes.
TOP RIGHT—Late season varieties have
typically lacked flavour until now RIGHT & BELOW—PSB Producción
Vegetal says its new range combines an attractive appearance, sweet flavour and appealing texture
Are the varieties already being grown commercially? TC: They are already being grown in France, Spain and Italy and we are working with a total of 20 countries worldwide, including South Africa, Chile, Australia and Turkey. In a few years’ time we hope to have production in all of these countries. Although the quantities being produced are still small, they’ve received a very good response from buyers. We can only hope that their uptake from the market will be similarly enthusiastic.
102
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27/02/2018 14:41
features
REPORT —Packaging
Boxing I clever
ncreasing demand for sustainable, differen-
splinter-free surfaces that offer
tiated and quality packaging is fuelling the
designers the chance to totally cus-
international expansion of Valencia-based
tomise their boxes, something that
packaging specialist Obeikan mdf, according to ceo Sal-
the big brands in the sector very
vador Martínez.
much appreciate.
“There are two clear strands to our growth,” he
In addition, the boxes have
valencia—Obeikan says
explains. “On the one hand our packaging chimes per-
a
demand for its mdf boxes is
fectly with requests from supermarkets for greener
system which means that any addi-
alternatives to less sustainable materials such as plas-
tional elements such as staples,
tic. On the other hand, we are seeing strong demand in
nails or glue are completely super-
countries like China and India for high quality packag-
fluous and makes them much easier
ing that allows products to reach the shelves in perfect
to recycle.
on the rise thanks to strong interest from retailers and the growth of new markets like China and India. by Maura Maxwell
condition.”
Media International at Fruit Logistica
The company has already sold more than 150m units and its sales
ny has signed a collaboration agreement with Mint,
now exceed 25m units per year. Its
the marketing services agency that forms part of Fruit-
customers include leading Europe-
net Media International, and will embark on an inten-
an retailers such as Edeka, Tesco,
sive marketing campaign that includes participation in
Marks & Spencer, Aldi and Grand
international trade fairs and fact-finding missions to
Frais. “Our clients can be found in
“With this agreement we are making a firm com-
countries such as Spain, Italy,
mitment to online communications, with the aim of
France, the Netherlands and Chile,
enhancing our visibility and promoting dialogue with
but the design and strength of our
the end consumers of our products,” says Martínez.
packaging makes it perfect for long
“Until now we have concentrated our efforts on tar-
distance exports, and we are also
geting the major manufacturing and retail companies.
now reaching markets such as
Obviously we will continue to strengthen these rela-
China, Brazil, India, Japan, South
tionships as they are extremely important to our com-
Korea, Canada and the US, offering
pany, but we also believe that now is the time to open
our clients the peace of mind of
up a direct dialogue with the consumers of our prod-
knowing that their products will
ucts so we can adapt our packaging to their needs.”
arrive in a perfect condition in an
Over the past ten years, Obeikan has consolidated TOP—Salvador Martínez, left, with Chris
self-assembly
To support its international expansion the compa-
key markets.
White, managing director of Fruitnet
state-of-the-art
attractive
presentation
format,
its position as a leading supplier of high quality mdf
which means they can achieve
packaging.
better sales figures and hence even
Lighter than wood, mdf offers completely smooth,
more profits,” Martínez said. _ E
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103
27/02/2018 14:41
features
report —Stonefruit
Stonefruit in a spin dubai—UAE retailer Spinneys teams with South Africa’s Fruits Unlimited to push ripe-and-ready stonefruit in the Middle East market. by Fred Meintjes
R
ipe and ready-to-eat is a
South African stonefruit could be offered to Europe-
concept that one would
an consumers. Significantly, though, the ripe and ready-
normally associate with
to-eat stonefruit at Spinneys are now directly supplied
avocados and mangoes, where
104
from South Africa and not via Europe as in the past.
a great deal of success has been
“The Fruits Unlimited ripe-and-ready stonefruit pro-
achieved in the past. Now, a joint
gramme, which is now in its second year, is gaining tre-
initiative between a South Afri-
mendous traction in the uae market,” says Jaco van Lill
can stonefruit exporter and Spin-
of Fruits Unlimited. “We are proud to be associated with
neys Stores in the United Arab
a leading retailer such as Spinneys and a project that will
Emirates (uae) has extended this
drive food safety and transparency to new levels of excel-
concept – with much positive feed-
lence, not only in the uae, but in all markets we service.”
back – to stonefruit. The South
Fruits Unlimited continues to build on its partner-
African company is Fruits Unlim-
ship with Spinneys, and was joined recently by Global-
ited, which believes that the con-
gap to launch a traceability pilot in all Spinneys stores
cept will further increase its sales
in the uae. “The project has been long in the making,
of stonefruit in the uae.
but was launched this week as part of the annual Spin-
In the meantime the South
neys South African stonefruit promotion,” he continues.
African industry, in association
Spinneys recently joined Globalgap as a retail member,
with exporters, is also conducting
and launched a progressive pilot project whereby every
studies to see to what extent the
Fruits Unlimited stonefruit producer’s ggn (Globalgap
ripe-and-ready concept could also
Number) was placed on the product, enabling the con-
be applied in Europe.
sumer to see exactly where their product had come from.
South Africa has been work-
According to Fruits Unlimited, Spinneys and Global-
ing for some years to improve the
gap plan to roll out this system over all produce catego-
eating quality of its stonefruit in
ries – making the supply chain completely transparent to
Europe and has had particular
the consumer. “Traditionally, traceability has never
success with its offering of plums.
received much attention in the Middle East, and Spin-
Sources say it is far too early to
neys is setting the bar much higher with this initiative,”
speculate whether ripe-and-ready
van Lill adds. _ E
“The Fruits Unlimited ripeand-ready stonefruit programme is gaining tremendous traction” ABOVE—Special
selection ready-toeat South African stonefruit on sale at Spinneys
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features
report —Grapes
IFG paves the way paarl—As South Africa builds its table grape portfolio, new seedless varieties from the ifg breeding programme may offer a glimpse into the future. by Fred Meintjes
BELOW—The instantly recognisable
Sweet Sapphire
South African grower group, exsa, of which Leon Viljoen is a shareholder. Viljoen has since played a leading role in the evaluation of these cultivars in South Africa. With a number of vineyards laden with the new crop and harvesting due to start shortly, Viljoen shows Eurofruit his vineyards on two farms in the Hex Valley. “One of these varieties, Sweet Sapphire, is a unique seedless black table grape, with elongated berries. We believe it will play a huge role in our marketing activities in the Far East region,” he explains. With black seedless varieties taking a back seat in the traditional markets of the UK and Europe, it is clear that shipments to the east, where black seedless cultivars are very popular, will be a major focus for growers and exporters. At the same time, however, there is great excitement about new white and red seedless varieties such as Sweet Globe and Sweet Celebration. “Sweet Globe is very important because it can be a significant replacement for Thompson Seedless once it is established,” says Viljoen. Some years ago, eurofruit watched the packing of the first Sweet Celebration red seedless variety at Viljoen’s farm Die Vlei in the Hex River Valley. Sweet celebration is another ifg variety now extensively planted in South Africa as an early season option. On the same day, the unique elongated black grape now named
S
outh Africa’s table grape
of increased volumes of new black
Sweet Sapphire was also presented to a private tasting
portfolio has changed
seedless varieties introduced in the
of table grape experts. Today, we see the grapes in their full glory before the start of the harvest.
significantly during the
country. In traditional markets, the
past 15 years, with growers having
new white and red seedless variet-
It is the possibility offered by Sweet Sapphire in the
access to the best new varieties
ies from ifg will help improve the
Far East and South East Asia, as well as with leading
from local and overseas breeding
offer. This is the view of veteran
retailers in the UK and Europe, which are most exciting.
programmes. Increasingly these
Hex River Valley grower, Leon Vil-
For many years the South African table grape business
new varieties are making their
joen, who is a central figure intro-
has been ‘stuck in Europe’, and during these times
presence felt, with the well-known
ducing new varieties from the ifg
around 80 per cent of the South African crop has been
International Fruit Genetics (ifg)
breeding programme.
shipped to Europe. The performance of Sweet Sapphire
varieties set to make an important
ifg has been breeding new grape
will therefore be watched with great interest in the
varieties in the US since 2001 under
years ahead, as will be the ability of red seedless variet-
Markets in the Far East and South
the leadership of Dr David Cain. ifg
ies such as Sweet Celebration and the white seedless
East Asia could be the beneficiaries
initially established contact with
Sweet Globe to break into the European markets. _ E
contribution.
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105
27/02/2018 14:43
Colombia’s chance to shine bogotá—Opportunities to develop exports and build new markets will be the focus of Fruitnet Media International’s brand new conference and networking event, Fruitnet Forum Colombia. by Maura Maxwell
F
26-27 June 2018 – Bogotá
ruitnet Media International is pleased to announce the launch of a brand new event for the global fresh fruit and vegetable
industry in recognition of Colombia’s growing presence on the international fresh produce market. Fruitnet Forum Colombia, which will be held on 26-27 June 2018 at the Hilton Hotel in Bogotá’s exclusive financial district, will shine a spotlight on Colombia as an emerging supplier of fresh produce and one of Latin America’s most dynamic produce markets in its own right. Colombia is fast becoming an attractive source of high quality fruits and vegetables for the international market. Its wide range of microclimates and fertile soils produces an unparalleled range of fruits, including avocados, physalis, mangoes, Persian limes, passionfruit and blueberries to name just a few. “Bogotá is the perfect venue for Fruitnet Forum Colombia,” says Chris White, managing editor of Fruitnet Media International. “Our two-day confer-
Showcase your brand
Fruitnet Forum Colombia attracts top decision-makers
ence brings together decision makers from through-
from around the world. Become a sponsor and/or exhib-
out Colombia’s fresh fruit and vegetable business, and
itor and benefit from this unique gathering of local and
from across the rest of the world.
international fresh produce industry leaders to raise
Improved access to new markets and record levels
you profile and establish your position in this market.
of foreign investment are creating a wealth of new
There are many bespoke sponsorship opportunities
opportunities for Colombian exports to Europe and
available to suit your needs and budgets. You can
Asia. “This is Colombia’s moment,” says Felipe Jaramil-
headline the conference event as a Platinum sponsor or
lo, president of ProColombia. “As we enter a new post-
choose from a range of promotional options to become
war era, the macroeconomic indicators are excellent.
a Gold, Silver or Bronze Sponsor. We are also offering
But one of the biggest challenges we face is to make
Colombian companies an exclusive Associate sponsor-
our producers a more constant and permanent pres-
ship package.
ence in export markets.” Bringing together business leaders from every part of the fresh produce supply chain, Fruitnet Forum Colombia explores the main developments in the
106
»
march 2018 - eurofruit magazine
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27/02/2018 14:45
Colombian fresh produce exports are on the rise!
Global buyers and Colombian suppliers come together at Fruitnet Forum Colombia
fruitnetforumcolombia.com
organised by
supported by @ffcolombia
march 2018 - eurofruit magazine
p.106-108.indd 107
107
27/02/2018 14:45
Why attend?
• Learn about Colombia’s rising presence in the international fresh produce arena and its growing importance as an importer of fresh fruits and vegetables via presentions, panel discussions and debates. • Define your strategic plan for the region based on detailed economic and financial market information.
Who attends?
• Producers • Exporters • Retailers • Wholesalers • Distributors • Importers • Logistics and cold chain companies • Service providers – from marketing to technology companies • Government agencies • Consumer and trade media
• Get face to face with key industry players and forge new international partnerships. • Meet new business partners from the leading markets and gain insight into the region – all under one roof and in one trip.
fruitnetforumcolombia.com
108
world’s biggest markets. A pro-
product categories and market sec-
Staying ahead of the game with the most up-to-
gramme of senior-level interna-
tors within traditional export des-
date and comprehensive knowledge is vital in today’s
tional speakers will analyse the
tinations. Colombia also has a
competitive global market. Long-term business suc-
key issues affecting today’s pro-
thriving fresh fruit import market
cess also comes down to the ability to make the right
duce industry, offering an invalu-
and one of the most dynamic retail
kind of relationships with the right kind of people.
able insight into new expansion
sectors in Latin America. It is one
Bringing together international importers, buyers,
opportunities and how to avoid
of the region’s biggest importers
distributors, service providers and producers looking
some of the pitfalls that could stall
of apples, pears and grapes and
to strengthen business links with Colombian produc-
future growth.
there is growing scope to develop
ers and exporters, Fruitnet Forum Colombia offers
Other hot topics up for discus-
consumer demand for new prod-
ample networking opportunities to ensure you make
sion include a look at the oppor-
uct categories such as cherries and
lasting contacts with the best fresh produce business
tunities for new growth in certain
blueberries.
professionals in the region and beyond. _ E
march 2018 - eurofruit magazine
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21-22 November 2018 BELGRADE
SAVE THE DATE
annual fresh produce event Unique snapshot of market trends, emerging commercial opportunities, new technologies and changing consumer demand
Returning to Belgrade on 21-22 November 2018, Fruitnet Forum South-East Europe focuses on the potential for increasing the region’s fresh exports and throws light on boosting sales of imported produce in its emerging consumer markets. Choose from a range of sponsorship packages to help you promote your brand before, during and after the event.
Speak to us today events@fruitnet.com @Fruitnet_SEE
fruitnetforumsee.com powered by
supported by
Market Intelligence Ltd (Part of Fruitnet Media International) 132 Wandsworth Road, London SW8 2LB, United Kingdom. Tel +44 20 7501 3700 | Fax + 44 20 7501 0306 | fruitnet.com
A4 FFSEE18 filler.indd 1
27/02/2018 15:10
features
report —Apples
IG secures Modì apple licence for India
LEFT—Licensees
are producing and marketing Modì in both the Northern and Southern Hemispheres BELOW, LEFT— IG
International director Tarun
mumbai—Italian group
Arora BELOW—civ
civ signs agreement with
chairman Pier
importer-exporter to
Filippo Tagliani
develop sales of branded
speaks at Fresh Produce India
apple on Indian market. for consumption in the Indian market.
by Mike Knowles
civ will evaluate and identify commercial partnerships with some of the country’s main local importers and distributors, before evaluating the possibility
R
enowned Italian fruit breeder
Consorzio
Italiano
As Tagliani emphasised during last year’s Fresh
(civ)
Produce India event in Mumbai, developing the
has signed a landmark commer-
Indian market and building demand in Asia as a
cial
whole is at the core of civ’s strategic approach to
agreement
Vivaisti
of local production tests.
with
Mumbai-
based company IG International
growing sales of Modì-branded apples.
to develop sales of its licensed club
Although the volume of Italian apples sold in
apple variety Modì on the Indian
India remains small in comparison to the amount
market.
imported from China and the US, the group says it
The
three-year
deal,
which
sees excellent potential for its Italian supply.
was signed by civ chairman Pier
The international Modì project already has an
Filippo Tagliani and IG Interna-
extensive network of international licensees produc-
tional director Tarun Arora, is
ing and marketing the trademarked fruit in both the
expected to involve the devel-
Northern and Southern Hemispheres.
opment of a number of Italian-
It has also set a target of approximately 1,000ha
grown varieties deemed by the
of production, based in part on promising develop-
partners as “potentially suitable”
ment opportunities expected in Asia, and especially in India. “Today we are particularly confident about the results of the agreement between civ and IG Inter-
“With over half a century of
national which, as an officially authorised Modì dis-
experience and expertise in deliv-
tributor, will help us gradually reach our shared goal
ering fresh produce with minimal
of appropriately positioning the apple and develop-
wastage to our customers, we at IG
ing it in the Indian market through the main distri-
have positioned ourselves as the
bution channels of retail, normal trade and HoReCa,”
top choice for suppliers of fruits in
said Tagliani.
the international market.”
IG International has already established a strong
He added: “This agreement cer-
and consolidated fresh produce procurement and
tainly is the first important step
handling business, handling over 31 varieties of fruit
towards the systematic, struc-
from 22 countries in order to meet a sizeable range of
tured development of the Civg198/
tastes across India.
Modì apple project in the Indian
“No-one understands fresh produce importexport like IG International does,” Arora commented.
110
market, starting immediately in January 2018.” _ E
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Untitled-3 1
27/02/2018 14:30
features
PREVIEW —Fresh Produce India 2018
Fresh Produce India: a preview mumbai—India’s only fresh produce convention event returns to Mumbai on 26-27 April with a busy programme full of expert insights and high-quality networking. by John Hey
F
resh Produce India, India’s only international
ABOVE—The conference debates the big issues for the fast-growing Indian business
conference and expo event for the fresh fruit and vegetable business, is back on 26-27 April,
offering delegates its best-ever combination of business
India: the changing consumer
and information opportunities.
landscape
Taking place at Mumbai’s iconic Trident Nariman
India’s young and dynamic consumer market is evolving rapidly. Modern retail is extending its
format provides a lively and interactive experience for del-
reach into second- and third-tier cities. Digital
egates through an engaging programme of panel discussions, practical workshops and networking opportunities. Each morning of the two-day event kicks off with a plenary conference session addressing the headline issues in the Indian business. Fresh Produce India Expo then opens, showcasing a range of products and services for delegates to take in. Delegates get ample time to meet and do business at the
PLENARY SESSION
Point Hotel, Fresh Produce India’s convention-style
channels are increasing their influence. What are the opportunities for fresh produce marketers to partner with retailers on category creation? How can farmers and marketers make the most of the consumer-direct channels that are emerging? How do consumer demands differ from region to region? And how can marketers tailor their offerings accordingly?
expo. It’s the primary networking arena: open from 11am5:30pm on Day One and 10:30am-2pm on Day Two. Running alongside the expo is a programme of speLinking the chain:
Covering everything from investment models to supply
the future of Indian horticulture
chain technologies, these workshops offer practical solu-
The Indian government has a mission to double
tions and advice on a range of issues.
farmer incomes by 2020. Horticulture has a vital
Fresh Produce India delegates can also take part in a programme of organised visits to some of Mumbai’s leading wholesale, retail and food service operations on Day Two after Fresh Produce India Expo closes (2pm). Analysing the big topics affecting the Indian business, Fresh Produce India’s convention-style programme encompasses consumers insight, strategic advice, market updates, new products and supply chain innovation. Here is a preview of the key topics on the agenda. _ E
112
PLENARY SESSION
cial workshop sessions for delegates to choose from.
role to play in reaching this goal, but a whole-ofchain approach is required to integrate farmers and connect them to the end consumer. An expert panel explores the keys to developing commercial horticulture in India, educating farmers and improving their returns. What role do government agencies, corporate institutions and technology solutions have to play?
march 2018 - eurofruit magazine
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27/02/2018 15:16
fEatuREs
supply sources to meet ever-growing demand.
Berries have become big
Turkey and Iran are already benefiting from the
business for the global fresh
recent closure of the market to Chinese apples. Longer-term, opportunities could develop for Germany, Portugal and Greece, which all recently gained access to the market. This session explores the options available to Indian buyers, and considers the commercial prospects for a range of suppliers.
WORKSHOP SESSION
India’s apple importers are prospecting for new
Building the berry category produce business, but India remains largely uncharted territory for international players. What are the opportunities and challenges to developing the berry category in India, from developing domestic production of proprietary varieties to promoting imports?
Purposeful packaging: from preservation to marketing
Investment models for Indian horticulture
India’s fresh produce business
infrastructure and technologies and
of packaging, right from protecting and preserving fruit to merchandising product and adding value to the consumer offering. This session showcases some of the latest advances in the field, and looks at their potential application in the Indian market.
Fresh solutions to India’s cold chain challenge This session looks at how the logistics landscape is evolving at a macro-level in India, while zoning in on some of the investments and initiatives
India’s fresh produce business needs investment to establish
WORKSHOP SESSION
is discovering the power
capitalise on the huge opportunities in front of it. Agribusiness finance experts highlight some of the areas ripe for investment, and discuss the most effective methods of sourcing equity for India’s horticulture startups. Case studies also demonstrate how leading players have attracted investment.
Creating a sustainable future for Indian grapes While India’s table grape export
WORKSHOP SESSION
WORKSHOP SESSION
WORKSHOP SESSION
WORKSHOP SESSION
New supply sources for India’s apple market
industry has great potential in global markets, a disastrous 2017 campaign underlined the need to review how it does business. What can India learn in best practice from the likes of Chile and Peru? How can India bring more transparency to the trade by developing realtime information systems to
that are making
track shipments? What are the
a difference for
opportunities in new varieties
fresh produce
and markets? Industry experts
distributors and
share their vision of the future
marketers.
for India’s table grape exports.
Website freshproduceindia.com
For more information or to register, visit the Fresh Produce India website.
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27/02/2018 15:17
features
report —Topfruit
Apples on the level berlin—Annual WAPA forecast at Fruit Logistica predicts Southern Hemipshere apple stability but a drop-off in pear volumes. by Carl Collen
T
he World Apple and Pear
duced last year, while Brazil is expecting a production
Association (wapa) used
jump of 8 per cent to 1.19m tonnes. South Africa, the
its annual general meet-
third-largest Southern Hemisphere apple producer, is
ing at Fruit Logistica in Berlin to
anticipating a drop in volumes of 7 per cent to 871,000
release the Southern Hemisphere
tonnes from 940,000 tonnes, while Argentina is set for
and consolidated 2017 Northern
the largest percentage drop of all the countries fea-
Hemisphere crop forecasts, with
tured, with its forecast 635,000-tonne crop representing
the industry ‘cautiously optimistic’
a 20 per cent year-on-year decrease.
over the upcoming campaign. Rep-
Gala tops the table in terms of varieties produced
resentatives of the key global apple
at 2.11m tonnes, well ahead of Fuji (757,000 tonnes), Red
and pear producing and exporting
Delicious (717,000 tonnes) and Granny Smith (509,000
countries met to discuss not only
tonnes). Elsewhere, Braeburn and Golden Delicious are
production forecasts but also the
set for a slight fall in volumes, while Cripps Pink pro-
3 per cent), Beurre Bosc (down 4 per
various actions regarding market-
duction is on the rise.
cent) and other varieties (down 12 per
ing, promotion, and sustainability
cent) follow this trend. Pears
within their countries. fore-
While the apple forecast is fairly level, the Southern
Northern Hemisphere
casts for the forthcoming South-
Hemisphere pear crop is expected to fall by 15 per cent
The wapa meeting also saw the fig-
ern Hemisphere apple and pear
from 1.31m tonnes to 1.18m tonnes, a drop that translates
ures for the 2017 Northern Hemi-
seasons were discussed and pub-
to exports, which are set to fall from 670,082 tonnes to
sphere forecast confirmed, with
lished, having been collected from
569,349 tonnes. Argentina, the largest pear producer
apples coming in at 9.19m tonnes
industry associations in Argenti-
in the hemisphere, is expecting a dramatic drop in vol-
and pears standing at 2.21m tonnes.
na, Australia, Brazil, Chile, New Zea-
umes of 30 per cent, down from 611,000 tonnes to 428,000
The US crop forecast was fixed at
land and South Africa. The figures
tonnes, while South Africa’s crop is expected to decrease
4.5m tonnes for apples and close to
show that the 2018 apple Southern
4 per cent to 420,000 tonnes. This pattern continues in
600,000 tonnes for pears, while Chi-
Hemisphere apple crop is expected
Chile, with pear volumes dropping 5 per cent to 141,000
na’s crop forecast stood at 44.8m
to be stable compared to last year, at
tonnes, although Australia and New Zealand are both
tonnes. wapa noted that it was ‘cau-
5.31m tonnes from 5.32m tonnes last
expecting growth in volumes of 14 per cent and 7 per
tiously optimistic’ about the current
season, with exports rising from
cent respectively.
campaign, due to low holdings and
The
consolidated
crop
1.63m tonnes to 1.65m tonnes.
114
Argentina, the largest pear producer in the Southern Hemisphere, is expecting a drop in volumes of 30 per cent
According to the wapa forecast, all pear varieties are
relatively good apple quality, which it said would lead to good prices. _ E
By country, Chile is forecast to
expected to fall in production during the 2018 season.
lead to the way with apple produc-
Packham’s Triumph, the leading variety by volume, is fore-
tion of 1.76m tonnes growth of 5
cast to fall 14 per cent to 386,000 tonnes, with Williams Bon
ABOVE—Pear volumes are to fall 15 per
per cent on the 1.68m tonnes it pro-
Chretien down 21 per cent to 313,000 tonnes. Forelle (down
cent across the Southern Hemisphere
march 2018 - eurofruit magazine
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features
report —Africa
Hopes for Hass in Ethiopia addis ababa—Thanks to a partnership between the Ethiopian ministry of agriculture, usaid and Mashav, the East African nation hopes to become a sizeable avocado exporter in the future. by Tom Joyce
“In Ethiopia, we are trying to provide the whole package, including seeds, know-how, irrigation and marketing” LEFT—Mashav’s
Ofer Kahani (left) with Wale Getaneh
E
116
thiopian
avocado
Benin highlights “natural” pineapples
pro-
was pure business,” he says. “With Ethiopia, it is a coop-
ducers, as part of the
eration deal involving the transfer of technology. We are
During Fruit Logistica, the
Smallholder
Horticul-
trying to provide the whole package, including seeds,
National Association of Benin
ture Project (shp), are receiving
know-how, irrigation and marketing. Gradually, the
Pineapple Exporters (aneab),
assistance from usaid and Mashav,
Ethiopian Ministry of Agriculture has come to under-
composed of 13 companies
the Israeli agency for internation-
stand the benefits and is now fully on board.”
from the West African nation, presented its “completely
al cooperation, to grow and export
According to Kahani, Mashav looked at what the
Hass avocados to Europe, the Gulf
best avocado varieties would be to grow, in terms of the
natural” Sugarloaf pineapples,
and Russia. “The aim is to create
market demand and their suitability for the Ethiopian
grown without the use of
a base for avocado production in
climate. “Immediately, we decided on Hass,” he says. “We
chemical treatments. “We use
Ethiopia,” says Wale Getaneh, a hor-
believe this can be exported. Ethiopia is very suitable
no chemicals from planting to
ticulturist at the shp. “The focus
for avocado production, since it is never too hot nor too
cutting,” says Sébastien Agba
is on smallholder farms. At the
cold. The country has a huge amount of water, but still
of exporter La Madeleine. “It is
moment, assistance is being offered
wastes a lot, so irrigation systems are being developed.”
a completely natural product.
to the private sector so that it can
Europe is set to be the main export target for Ethio-
influence and aid smaller growers
pian Hass, in addition to the Gulf and Russia. “We are
to Rungis in Paris. From there,
in their efforts to export.”
increasing our volumes,” says Kahani. “We started with
our pineapples are distributed
At the moment we only send
According to Ofer Kahani of
3 tonnes, this year we did 40 tonnes, next season we
to different markets, but we
Mashav, it was Israeli know-how
expect 100 tonnes, in two to three years 1,000 tonnes.
want to start sending direct to
that helped build the South African
Then it should increase dramatically. Our eventual aim
markets like Poland, Romania,
avocado industry. “However, that
is to grow 120,000 tonnes-plus.” _ E
Germany and Russia.”
march 2018 - eurofruit magazine
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27/02/2018 14:59
features
REPORT —Africa
All eyes on Africa nairobi—With demand for African produce on the rise, companies from all over the continent are looking to Europe for expansion, with many turning to organics. by Tom Joyce
signet Fruits & Vegetables Exporters Signet Fruits & Vegetables Exporters, based in Nairobi in Kenya, is currently seeking to expand in the European market, according to group managing director Isaac Muigai. “The Middle East is more our
organic bananas a week.” At the
traditional market,” he says, “but there are lots of
moment, EuroFruitPorts handles
challenges at the moment, including receiving pay-
a mixture of reefer ships (70 per
ments. We will switch some volumes from the Middle
cent) and containers (30 per cent),
East to the European market if our customers there
but in 2020/21, Simons predicts, the
are unwilling to pay the full amount.”
company will switch completely to
The company handles a wide variety of prod-
containers.
ucts, number one being avocados, but now the aim is to push other items like mangoes and pineapples.
Bella Exofruita
“Our targets are Germany, Spain, Italy and the Neth-
Mauritian producer-exporter Bella
erlands,” says Muigai. “We export around 200-300
Exofruita is planning to convert
tonnes a season. Quality is our number one priority,
all its products to organics over
and that goes some way to dictating the price. Water
the coming years. “The process has
is still a challenge in Kenya, but the government is
already begun,” says director Vick-
providing assistance and looking into constructing
ram Meghu. “At first, it was diffi-
dams and irrigation pipes.”
cult to convince growers to switch, but now that people are becoming
EuroFruitPorts
more health-conscious, they are
EuroFruitPorts, a joint venture between Euroports
coming on board.”
and Compagnie Fruitière based at Belgium’s Port of
Increasing demand for certain
Antwerp, receives and offloads bananas from West
products has encouraged the com-
Africa, distributing them throughout Europe. “We
pany to boost its volumes of pine-
are particularly strong in eastern Europe,” says oper-
apples, breadfruit and lychees in
ations supervisor Jan Simons, “including in Czechia,
Mauritius, while also exploring
Bulgaria and Romania. 85 per cent of our bananas
production in other countries. “In
come from West Africa – Cameroon, Côte d’Ivoire and
Rwanda, we handle extra fine
Ghana in order of importance, with the remainder
beans, sweet peas and avocados,”
sourced from the Dominican Republic, Mexico and
says Meghu. “We are also financ-
Ecuador. We are exploring the possibility of boost-
ing plantings of chili peppers in
ing volumes from Latin America in the next couple of
Rwanda. We’ve started the first
years. Côte d’Ivoire will also increase.”
phase and now exports are due to
TOP—Isaac Muigai, group managing
Simons also reveals that the company is betting
start shortly. In addition, we have
on the continued growth of the organic market for
formed a partnership with an
bananas. “In western Europe, we are moving toward
Indian exporter to send Indian
organic,” he says. “From Ghana, Côte d’Ivoire, Ecua-
grapes, as well as organic okra and
BOTTOM—Vickram Meghu, director of
dor and Dominican Republic, we do 100 tonnes of
chili peppers, to Europe.” _ E
Mauritian exporter Bella Exofruita
director for Signet MIDDLE—Jan Simons, operations
superviser at EuroFruitPorts
march 2018 - eurofruit magazine
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117
27/02/2018 14:59
DISPATCHES Blog post —Loading Bay
tags
01 MAR
berries
packaging
sustainability
Posted by Tom Joyce
Reuse before recycle Michaël Wilde of Dutch organics specialist Eosta delivered an empassioned speech on laser labelling and sustainable packaging solutions at a packed Future Lab conference during last month’s Fruit Logistica exhibition. It was a timely intervention, coinciding as it does with consumers’ heightening concerns over the environmental cost of plastic packaging. However, as the European berry season gets underway, how many consumers will really question the use of plastic punnets to protect and store their berries, given their delicacy? Most shoppers are realistic and will forgive a bit of packaging if it can guarantee their berries remain in mint condition, reserving their scorn instead for the most egregious uses, such as on naturally protected products like bananas. But consumers should arguably demand more from suppliers, especially retailers, even on fragile fruits like berries. Visitors to farmers’ markets frequently return their plastic punnets to vendors, or alternatively transfer the fruit, including berries, into their own portable reusable containers. Returning the containers for reuse saves the farmer costs, while keeping waste out of landfill. The trouble is, the responsibility once again comes back to the consumer, the final link in the supply chain that is routinely blamed – especially when it comes to issues like plastic bag use and waste – for their supposed reluctance to change. Such scapegoating serves to excuse the frequent inaction of the supermarkets, which have little incentive for reusable containers and no system in place to handle returned punnets. Many have made pledges to switch much of their packaging to recyclable materials, but that is a far less desirable outcome than simply reusing perfectly serviceable containers. _ E
advertiser index Fresón de Palos
75
Legro 85
APNM 19
Aartsenfruit Breda
Fruchthandel Branchen-Guide 2018
93
Macfrut
Asia Fruit Logistica 2018
51
Fruitnet Daily News
41
Maf Roda
Asiafruit Congress 2018
53
Fruitnet Events 2018
37
Marionnet 97
ASOEX / Chilean Blueberry Committee
45
Fruitnet Forum South-East Europe 2018
109
MerryBerry
65 70
Fruit Logistica 2019
Camposol 71
Fruitnet Forum Colombia 2018
China Fruit Logistica 2018
55
Fruitnet.com 43
Nature’s Pride
CIV 57
Frutania 2
NGK Trading
Driscoll’s of EMEA
IFC
Goodfarmer BC
Orri Jaffa
39
Ekland Marketing
77
Hoogstraten 87
Plant Sciences
89
119
Hortgro 47
Rajpol 81
63
IFEMA 21
Subscription form
Janny MT
Unitec 67
Fall Creek Farm & Nursery FPJ Live 2018 Fresas Nuevos Materiales
115 79
11
58-59
BelOrta 99
European Tomato Forum 2018
118
17
107
13
Mission Produce
7
Mohammed A Sharbatly
5 73 111
IBC
Koppert 83
march 2018 - eurofruit magazine
p.118 Loading Bay.indd 118
27/02/2018 16:38
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DISPATCHES
My week in Berlin Follow me
I’ve been to every edition of FRUIT LOGISTICA since it started. It’s always a busy time for me and my colleagues handling all the new media activities for the world’s number one trade show. More at instagram.com/chrisfruitnet and follow the hashtag #freshideas
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Editorial meet-up
Great to sit down around the same table with my global editors: John Hey, Yuxin Yang, Michael Barker, and Mike Knowles... Loads of fresh ideas
Oliver Wyman’s Rainer Münch talks about some of the big disruptions in the produce supply chain in a special report for FRUIT LOGISTICA. Live-streaming interviews
FRUIT LOGISTICA’s new media studio featured a number of live interviews by me and fellow presenters at Fruitnet streamed live online. Everybody is here
Nathan Ning from Shanghai Supafresh is one of more than 77,000 visitors from 130+ countries around the world to come to Berlin in 2018.
120
march 2018 - eurofruit magazine
p.120 Photo blog.indd 120
27/02/2018 14:55
I’ve got the
BLUES
for you!
...AND SOME BLACK GOLD TOO.
Following the success of our leading quality raspberries, the time has come for our blackberries and blueberries to conquer European hearts too. With our year-round blueberry programme we’ll be delivering premium quality all year long. Together with our first-rate sweet-tasting blackberries they will change the category. So please join the trend and discover the sweet taste of this opportunity …