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

Working together in the Fruit & Veg chain RICHARD SCHOUTEN DIRECTOR FPC 23.11.2017 BUENOS AIRES

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 FRUIT & VEGETABLES Living animals/meat Other prepared products Floriculture Dairy products/eggs Grain Cocoa Fats Animal feed Drinks Tobacco Fish Others 0% 2% 4% 6% 8% 10% 12% 14% 16%

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 4,642 16,764 Vegetables greenhouses Vegetables open air Fruit - Apples/pears Fruit - Softfruit/others 41,333

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%! Omzet Volume 110 105 100 95 90 Volume vegetables -4% 85 Volume fruit -7% 80 75 70 2008 2009 2010 2011 2012 2013 2014 2015

What is happening in consumption? Families with children show the biggest decline -12% -7% -8% 3% -18% -9% -10% -6% 85 81 -6% 75 75 69 66 60 43 35 Total NL Singels (< 40 y) Double-income Family with Family with Breadwinner Single 40-65 Retired, low Retired, high children, low children, high (2p) jaar income income income income Fresh vegetables per household, 2015 with index tov 2008

Biggest decrease in families with children. Singles (young) are very light buyers of fresh fruit. Wealthy pensioners are the biggest buyers. -8% -17% -11% -7% -19% 4% -23% -13% 120 -4% 96 88 81 81 81 73 52 39 Total NL Singels (< 40 y) Double-income Family with Family with Breadwinner Single 40-65 Retired, low Retired, high children, low children, high (2p) jaar income income income income Fresh fruit per household, 2015 with index tov 2008

Half of the buyers of fresh vegetables buy less than 1x a week. And account for only a quarter of sales. Volume buyer (kg) Fresh vegetables 22.4 50.0 - 7% Light 33.8 - 9% Medium - 9% 30.0 144.9 43.8 -13% 74.5 Heavy 66.2 20.0 29.7 Total buyers Heavy Medium Light Kopersaandeel Volume aandeel Fresh fruit Volume buyer (kg) 18.4 - 7% 50.0 32.7 Light -12% Medium -11% 197.9 30.0 48.8 -18% Heavy 88.5 81.1 20.0 29.9 Kopers aandeel Volume aandeel Total buyers Heavy Medium Light

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 Daily intake the Daily intake Netherlands Argentina 400 400 300 300 200 200 100 100 0 0 Recommended Intake Recommended Intake

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 of 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 onions (20 tonnes in 2016)

EU imports from ARG in 2016 over € 500 million Netherlands main importer! EU import fruit & vegetables from Argentina in € million Source Eurostat 600 500 Others 400 France United Kingdom 300 Italy 200 Spain 100 Netherlands 0 2012 2013 2014 2015 2016

EU top 3 imports in euros: Lemon / Lime, Pear, Blueberry EU import fruit & vegetables from Argentina in 2016 Source Eurostat 3%2% 5% Lemons/limes 7% Pears 9% Blueberries Oranges 60% 14% Apples Garlic Others

NL top 3 imports in euros: Lemon / Lime, Pear, Blueberry NL imports from Argentina in € million Source Eurostat 200 180 160 Others 140 Oranges 120 Apples 100 Blueberries 80 Pears 60 Lemons/limes 40 20 0 2012 2013 2014 2015 2016

EU import from the region (2016) in € million 1200 1000 Others Asparagus 800 Lemon Melon 600 Mango 400 Apple Grape 200 Avocado 0 Chile Brazil Peru

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