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The Opportunity!!!
: : Objectives : : : : Objectives : :
Next Steps
The market and #’s - Focused on Adding Value
Marketing Plan – 2013/ 2014
losses in the Brazil process of fruits commercialization exceed 30% of total produced. “this means that, each year, the volume cultivated in more than 200 mil ha are wasted in the country during pré-harvesting, harvesting, processing and commercialization”, tell researchers from Center off Advanced Studies in Applied Economy (Cepea/ Esalq/USP). For them, techniques to reduces losses and prolong the shelf-life after harvesting are important to revert that situation.
Adding ValueAdding Value
losses in the Brazil process of fruits commercialization exceed 30% of total produced. “this means that, each
year, the volume cultivated in more than 200 mil ha are wasted in the country during pré-harvesting, harvesting, processing and commercialization”, tell researchers from Center off Advanced Studies in Applied Economy (Cepea/ Esalq/USP). For
them, techniques to reduces losses and prolong the shelf-life after harvesting are important to revert that situation.
Adding Value
*http://www.bndes.gov.br/SiteBNDES/export/sites/default/bndes_pt/Galerias/Arquivos/conhecimento/bnset/set321010.pdf
• For Brazilian Value Chain Fruit's Looses represents 30% of total Brazilian production
• Players are continuously looking for new techniques and technologies to reduce losses, increase product quality and product shelf life
• For Growers/Packing Houses: before exportation process, they can control and take care of their products - If a solution can protect their cargo during logistic process between their farms or packing houses and customers a value can be added!
• New logistics mode can be tested and agricultural applications in Brazilian market can be started!
Netherlands (Holland)
UK
SPAIN
EUA
GERMANY
BANGLADESH
FRANCE
OTHERS
Argentina
PORTUGAL
URUGUAY
: : Brazilian Production Tropical, Subtropical, Temperate - (Due to extention, geographic position, climatic conditions and soil) World: 3ᵀʰ fruits producer
Brazil: 48% Fresh and ONLY 2% exported. (0.3% by air). - (Due to technical and logistical issues AND Government economy focus)
: : 2012 Total Brazilian Fresh Fruit Exportation and destiny:
US$ 619 MM
: : An Opportunity to Growth : :
48%
52%
2%
Brazilan Production
Fresh Fruit Processed Fruits
: : An Opportunity to Growth:
By air :US$ 92.85 MM
• Increase the fresh fruit's market opportunity opening new Sales Channels, improving product quality to meet the needs of the most demanding market
Ranking 2012 - Brazilian fruits exportation - U$ 619.00 MM in 2012!
*VOC – Brazilian Fruits Growers
MANGO
PAPAYA
FIG
Raspberry blackberry
blueberries cranberries
: : Total Market Size : :: : Total Market Size : :
Fruits (% of total exported)
2012*
Value (US$FOB) Volume (Kg)
Papaya (81%) 29,450,727 21,165,902
Mango (11%) 25,400,446 28,182,064
Fig (100%) 8,480,213 1,632,420
• *SECEX (Foreign Trade) + bibliography + producers information** (U$ 39.04 )
#`s year
U$/palet # pallets/year666.00 44,220
1,042.00 24,377
550.00 15,419
Total Market size
U$ /year1.7 MM
0.9 MM
0.6 MM
Main Exported Fruits By Air:(That need XXXX® Value Proposition)
# pallets:
84 M
U$
3.3 MMTOTAL:
: : Target Market : :: : Target Market : :
Finish test period and visits
Align test results with needs
and set the right Value
Proposition per fruit
Develop and align sales
Channel and own assets
(jan`14 – may`14)
If the results give the right
value prop - > Go to market!
Positioning as The Best
Innovative Solution provider
for fresh fruits market
Maintain the position
Be aware of substitutes
• $ 63 M• 1,620 unit(jun - dez`14)
• $ 300 M• 7,692 unit
• $ 983 M• 25,200 unit
Test + Followers 10% Total market, early adopters
30% Total market
- Packing Houses and Growers delivery cargo for air transportation ready to be shipped- Some Packing Houses provide the trading requirements and material for transportation if needed for Growers
: : Value Chain : :: : Value Chain : :
Input suppliers
Machines and implements Industry
Seedling producers
Agricultural pesticides and fertilizers Industry
Growers
Agricultural production and processing
Primary Processing
Secondary Processing
Ceasas
Intermediateds
Exporters/ Traders
Consumer
ExpenditureTrading
An Oppotunity to add Value!!!
How to Access?
: : Points of contact : :: : Points of contact : :
Global Fair/ Innovation
Regulation/ Certification
InfluencersUniversidade Federal de Viçosa
Research Institutes
GELSON [email protected]
: : Bibliography : : : : Bibliography : :
• http://www.brazilianfruit.org.br/Pbr/Fruticultura/Fruticultura.asp• Feira: http://www.globalgap.org/uk_en/media-events/TOUR-2013/Trade-Fairs/• http://www.fruitlogistica.de/en/• http://www.globalgap.org/uk_en/who-we-are/governance/technical-committees/TC-Crops/• ttp://books.google.com/books?
id=YOIOAQAAIAAJ&pg=PA158&lpg=PA158&dq=transporte+aereo+frutas+no+brasil&source=bl&ots=ucWTOM5FGK&sig=nfXULuuDbA69Mw--EYkTER2XbQI&hl=en&sa=X&ei=N2btUd_ZN4TgrQGFWw&ved=0CDsQ6AEwAg#v=onepage&q=transporte%20aereo%20frutas%20no%20brasil&f=false
• http://www.bndes.gov.br/SiteBNDES/export/sites/default/bndes_pt/Galerias/Arquivos/conhecimento/bnset/set321010.pdf• http://www.ufpel.edu.br/faem/agrociencia/v14n2/artigo01.pdf• http://201.2.114.147/bds/bds.nsf/D62E55393372FAEF832573BE0052DFE3/$File/Frutas_Tropicais.pdf• http://www.ibraf.org.br/x_files/Documentos/Cadeia_Produtiva_de_Frutas_Série_Agronegócios_MAPA.pdf• http://www.agricultura.pr.gov.br/arquivos/File/deral/Prognosticos/fruticultura_2012_13.pdf• http://www.sober.org.br/palestra/13/1300.pdf• http://www.agricultura.gov.br/portal/pls/portal/!PORTAL.wwpob_page.show?_docname=1350527.PDF• http://www.procomer.com/contenido/descargables/logistica-exportacion/asia/miami-rotterdam-shanghai-junio-2011-a.pdf• http://www.gaz.com.br/tratadas/eo_edicao/4/2012/04/20120402_0061a1612/pdf/
3158_2012_fruticultura_double_web.pdf
: : Fresh fruit Exportation : : : : Fresh fruit Exportation : :
•Produzidas nos Estados de São Paulo, Minas Gerais e Rio Grande do Sul.•Transportadas apenas por via aérea, em caixas de 30x40cm. O tempo para a chegada à Europa é entre 18 e 36 horas. Estas frutas devem ser armazenadas a uma temperatura de 0 a 2°C, assim podem durar de 4 a 5 dias, com exceção do morango que pode durar até 10 dias, nestas condições.
Morango,Framboesa
Amora PretaMirtilo
Ranking 2012 - Brazilian fruits exportation - U$ 619.00 MM in 2012!
: : Main contacts : : : : Main contacts : : Packing Houses Specialization +Brasfruit Papaya, Mango, Figs http://www.brasfruit.com
Agra Papaya http://www.agrapapaya.com/capa/
RBR TRADING IMP.E EXP.LTDA Papaya, Grape, Mango http://www.rbrtrading.com.br
Sol Frutas - Brasil Papaya, Mango, Grape http://www.solfrutas.com/produtos/index.asp
Rio Doce Export Fig, Mango, Papaya www.riodoceexport.com.br Batia Fig, Mango http://www.batia.com.br
Producers Specialization +Caliman Papaya http://www.caliman.com.br/pt/
Itacitrus Papaya http://www.itacitrus.com/international/en/contact.aspx
Frutas Docemel Papaya e Grape http://www.frutasdocemel.com.br
Special Fruit Grape/ Mango http://www.specialfruit.com.br/
Agrodan (Agropecuária Roriz) Mango http://www.agrodan.com.br/,
Marioka Caqui Khaki NA
: : Main contacts : : : : Main contacts : :
Brazilian Institute, associations and development teams
Specialization +
Embrapa The Brazilian Agricultural Research Corporation's mission is to provide feasible solutions for the sustainable development of Brazilian agribusiness through knowledge and technology generation and transfer.
http://www.embrapa.br/english#
IBRAF – Brazilian Fruits Institute Aims to promote the growth and development of fruit agribusiness in Brazil, through the dissemination of technical and market information
http://www.ibraf.org.br/
Valexport Vale do Paraíba Exporters Association www.valexport.com.br APPCKAKI Khaki Producers Association http://www.appckaki.com
Logistic Companies Specialization +Fermac Cargo Perishables (SP region) http://www.fermaccargo.com.br/
Cargolux Perishables (NE region) http://www.cargolux.com/
