Working together in the Fruit & Veg chain RICHARD SCHOUTEN - - PowerPoint PPT Presentation

RICHARD SCHOUTEN DIRECTOR FPC 23.11.2017 BUENOS AIRES

Working together in the Fruit & Veg chain

Working together in the Fruit & Veg chain

RICHARD SCHOUTEN

• Director Fresh Produce Centre
• Director Dutch Produce Association
• Member Praesidium COGECA
• Member Board

GLOBALG.A.P. (Suppliers)

What about the Netherlands?

Export Dutch agricultural products

0% 2% 4% 6% 8% 10% 12% 14% 16%

Others Fish Tobacco Drinks Animal feed Fats Cocoa Grain Dairy products/eggs Floriculture Other prepared products Living animals/meat FRUIT & VEGETABLES

And what about F&V?

The Netherlands: global player

Export from The Netherlands

Growers

Cultivation fruit & vegetables in the Netherlands: 67.000 hectares

4.268 41,333 16,764 4,642

Vegetables greenhouses Vegetables open air Fruit - Apples/pears Fruit - Softfruit/others

The Production F&V

• Vegetables: 2.7 bill. €
• Fruits: 0.7 bill. €
• 10 cooperatives cover 80% of production

 Working together in DPA (Dutch Produce Association)

Cooperatives

• Growers working together in marketing
• Selling together own production
• Making a package
• Partnerships with traders and retailers
• Sharing marketinformation
• Knowledge and innovation
• Administration
• Certification
• Etc.

Fresh Produce Centre

DPA is part of Branche Organisation Fresh Produce Centre: “Growers and traders working together!”

• Voice of the sector
• Information
• Inspiration

Fresh Produce Centre

• Member organisation for F&V
• Growers / PO’s organisations (DPA)
• Import / export companies
• Trading companies
• Active in convenience F&V
• 350 members, >80% sector NL
• Members turnover > 10 billion €

Focus on core themes

• Food Safety and Quality
• Market Issues and Statistics
• Logistics
• ICT and standardization
• Social policy / labour
• European policy (CMO)
• Sustainability
• Nutrition and Health

Our challenge....

Decrease in consumption

2008-2015: 2% increase in household expenses for fresh fruit and

• vegetables. The purchased volume has fallen by 6%!

70 75 80 85 90 95 100 105 110

2008 2009 2010 2011 2012 2013 2014 2015 Omzet Volume

Volume vegetables -4% Volume fruit -7%

66 35 75 69 85 75 43 60 81

Total NL Singels (< 40 y) Double-income Family with children, low income Family with children, high income Breadwinner (2p) Single 40-65 jaar Retired, low income Retired, high income

Fresh vegetables per household, 2015 with index tov 2008

Families with children show the biggest decline

• 9%
• 6%

3%

• 18%
• 12%
• 8%
• 6%
• 10%
• 7%

What is happening in consumption?

81 39 81 73 96 81 52 88 120

Total NL Singels (< 40 y) Double-income Family with children, low income Family with children, high income Breadwinner (2p) Single 40-65 jaar Retired, low income Retired, high income

Fresh fruit per household, 2015 with index tov 2008

• 11%
• 4%

4%

• 23%
• 17%
• 19%
• 13%
• 7%
• 8%

Biggest decrease in families with children. Singles (young) are very light buyers of fresh fruit. Wealthy pensioners are the biggest buyers.

Half of the buyers of fresh vegetables buy less than 1x a week. And account for only a quarter of sales.

20.0 43.8 30.0 33.8 50.0 22.4

Kopersaandeel Volume aandeel

Light Medium Heavy

Fresh vegetables

66.2 144.9 74.5 29.7

Total buyers Heavy Medium Light

Volume buyer (kg)

20.0 48.8 30.0 32.7 50.0 18.4

Kopers aandeel Volume aandeel

Light Medium Heavy

Fresh fruit

81.1 197.9 88.5 29.9

Total buyers Heavy Medium Light

Volume buyer (kg)

• 9%
• 7%
• 9%
• 13%
• 11%
• 7%
• 12%
• 18%

We know:

• Fresh fruits and vegetables are good for you!
• With F&V building natural resistance
• Most consumers are not getting enough of them
• Costs of Health Insurance are rising
• Balance animal and plant protein

Daily intake

100 200 300 400 Recommended Intake

Daily intake Argentina

100 200 300 400

Recommended Intake

Daily intake the Netherlands

We know:

• Advice like eat 7 day is not working, saying eat more

isn’t enough

• Don’t tell them what to do…tell them how to do it
• Consumers like to follow trends
• The appearance is important
• Inspire the use

Therefore:

National Action Plan F&V: “Nationwide programme 2017-2019 to increase the consumption of F&V” 3 pillars:

• Young children and their parents
• Health care
• Out-of-home

Research for more F&V for young children

Offer (unfamilair) vegetables

Secondary school

Offer new products and F&V

Workplace

Offer different snacking options in meeting rooms, canteen and coffee corners

Restaurants

Decrease the amount of meat and double the amount

• f vegetables

Examples Dutch retailer - COOP

Examples retailers - Jumbo and Lidl

Initiatives

So:…..

• Working together in the chain
• Growers and their cooperatives with

retail and food service

• Roll government: facilitating
• To reach consumers…

What about Argentina

EU export to Argentina

• F&V from EU to Argentina: €10

mill.

• Italy 55% and Spain 45%
• Kiwi 54%, Orange 25%,

Lemons/limes 16%

• Export from NL: only some
• nions (20 tonnes in 2016)

EU imports from ARG in 2016 over € 500 million

Netherlands main importer!

100 200 300 400 500 600 2012 2013 2014 2015 2016

EU import fruit & vegetables from Argentina in € million

Source Eurostat

Others France United Kingdom Italy Spain Netherlands

EU top 3 imports in euros: Lemon / Lime, Pear, Blueberry

60% 14% 9% 7% 3%2% 5%

EU import fruit & vegetables from Argentina in 2016

Source Eurostat

Lemons/limes Pears Blueberries Oranges Apples Garlic Others

NL top 3 imports in euros: Lemon / Lime, Pear, Blueberry

20 40 60 80 100 120 140 160 180 200 2012 2013 2014 2015 2016

NL imports from Argentina in € million

Source Eurostat

Others Oranges Apples Blueberries Pears Lemons/limes

EU import from the region (2016) in € million

200 400 600 800 1000 1200 Chile Brazil Peru Others Asparagus Lemon Melon Mango Apple Grape Avocado

What about Argentina

• More consumption F&V in Argentina
• More production F&V in Argentina
• More export from Argentina
• More import into Argentina

The Netherlands: global player

Netherlands the hub to Europe!

Argentina & The Netherlands

Working Together!

Thank you