Euro Fruit March 2018

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

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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

march 2018 - eurofruit magazine

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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

Download the eurofruit app from the iTunes App Store and enjoy an interactive, digital copy – available at the start of each month.

LinkedIn linkedin.com/showcase/eurofruitmagazine

Expand your network of professional contacts and join the fresh produce conversation by visiting the eurofruit LinkedIn account.

Digital Edition exacteditions.com/eurofruit

Readers with a digital subscription to eurofruit can also access our Digital Edition, which includes back issues and downloadable pdf pages.

Twitter twitter.com/eurofruit

Keep up to date with news, opinions and developments from around the European fresh produce trade by following our dedicated Twitter feed.

04

Facebook facebook.com/eurofruit

Like our Facebook page and get the freshest industry news and the latest events updates delivered straight to your timeline.

march 2018 - eurofruit magazine

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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

p.14-15.indd 15

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

p.16.indd 16

march 2018 - eurofruit magazine

27/02/2018 12:05

#nonstopfreshfacts

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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

27/02/2018 12:10

FRUIT LOGISTICA TREND REPORT 2018

disruption in Fruit and vegetable distribution

p.22-31.indd 22

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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

march 2018 - eurofruit magazine

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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

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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

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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.

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20-21 September 2018 Düsseldorf fruchthandel.de/dogk

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04 September 2018 Hong Kong asiafruitcongress.com

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21-22 November 2018 Belgrade fruitnetforumsee.com

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.

march 2018 - eurofruit magazine

27/02/2018 13:14

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

MELBOURNE 77a Stubbs St, Kensington, Melbourne, VIC 3031, Australia Tel +61 3 9040 1602 | Fax +61 3 9376 6052 | fruitnet.com

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

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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.

48

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27/02/2018 13:12

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

p.48-49.indd 49

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.”

50

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27/02/2018 13:17

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

march 2018 - eurofruit magazine

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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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59

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

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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

»

march 2018 - eurofruit magazine

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27/02/2018 15:20

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

»

march 2018 - eurofruit magazine

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27/02/2018 15:21

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

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MAF_EUROFRUIT_Insertion GBC_Full Page_March 2018 issue.indd 1

HANDLING

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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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27/02/2018 15:21

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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27/02/2018 13:45

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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69

27/02/2018 13:45

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.

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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

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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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features

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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81

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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

march 2018 - eurofruit magazine

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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

p.92.indd 92

its offer – and genetics hold the key to this. _ E

march 2018 - eurofruit magazine

27/02/2018 15:28

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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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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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-

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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.”

march 2018 - eurofruit magazine

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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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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

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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

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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

»

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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

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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

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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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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?

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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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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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27/02/2018 14:49

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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

p.116-117.indd 116

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

p.116-117.indd 117

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

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Maf Roda

Asiafruit Congress 2018

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Marionnet 97

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Fruitnet Forum South-East Europe 2018

109

MerryBerry

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55

Fruitnet.com 43

Nature’s Pride

CIV 57

Frutania 2

NGK Trading

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Goodfarmer BC

Orri Jaffa

39

Ekland Marketing

77

Hoogstraten 87

Plant Sciences

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119

Hortgro 47

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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

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Koppert 83

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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 …