A Look on the Productive Reality Apple Brazilian Scenario
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A Look on the Productive Reality
Apple Brazilian Scenario
Pierre Nicolas PérèsAssociação Brasileira de Produtores de Maçã
ABPM
Madrid 21st. October 2011
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About ABPM
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ABPM – Associação Brasileira de Produtores de Maçã
•Non-profit association with a permanent secretariat based in Fraiburgo•Created in 1978 to set up a national forum of discussion for issues affecting apple production, regulation, research and trade•Incorporate the 3 states Association, Cooperatives and apple Producers, representing 90% of the volume produced .•President elected
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ABPM’s objective
• Mission– Facilitate to the associate access to private and publics
means financial and scientific for production of high quality fruits, using technology respecting the environment and consumer health.
• Vision– To be the reference in the brazilian fruit sector,
contribute to the economy of the apple regions, looking for the engagement of federal, state and municipal authorities
• Principles
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• Principles– Ethic and integration of the producers, social
responsibility, respect of environment, respect of individual value, equilibrium between the fruit growing segments and client’s satisfaction.
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BRAZILIAN DATA
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PRODUCTION SURFACE
ANDVARIETIES
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Source: IBGE, ABPM, AGAPOMI, EPAGRI, DEROL
PRODUCTION (t)
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STATE Production (t) (%)
Santa Catarina 689.876 51%
R. Grande do Sul 605.177 45%
Paraná 56.000 4%
Others (BA, MG,SP) 1.851 0%
Total 1.355.904 100%
APPLE PRODUCTION PER STATE 2010-11 (VOLUME – T)
Source: IBGE/ABPM/AGAPOMI/FRUTIPAR
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APPLE SURFACE (ha)
Source: ABPM, AGAPOMI, EPAGRI, DEROL, IBGE
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Fuji's 35%
Gala's 60%
Others 5%
APPLES VARIETIES ( %)
Source: ABPM, AGAPOMI
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State PH AC AN TOTAL
SANTA CATARINA 90 242.726
136.152
378.878
RIO GRANDE DO SUL 110 207.880
107.670
315.550
PARANA 19
-
11.172
11.172
BRASIL 220 450.606 254.994 705.600
Cold Capacity (T) and Packings
Source: ABPM
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EXPORTand
IMPORT
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APPLE EXPORT (T)
Fonte: ABPM, SECEX
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Source: SECEX
EXPORT PRICE FOB ($/kg)
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EXPORT PRICE FOB (R$/kg)
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Holland 32%
UK 16%Portugal 5%
Sweeden 5%
Spain 5%
Germany 5%
Bangladesh 4%
Finland 4%
Other 19%
France 6%
Fonte: ABPM, SECEX
DESTINATION (2008 in %)
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Holland 31%
Bangladesh 13%Spain 9%
Ireland 8%
UK 5%
Finland 4%Denmark 3%
Other 11%
Germany 6%
Portugal 9%
Fonte: ABPM, SECEX
DESTINATION (2011 in %)
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20.000
40.000
60.000
80.000
100.000
120.000
2007 2008 2009 2010 2011 f
Source: ABPM, SECEX
IMPORTAÇÃO DE MAÇÃS 2010 (T)
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Argentina 63%
Chile 30%
Others 1%Italy 2%Spain 1%
France 4%
ORIGIN 2010 (%)
Source: ABPM, SECEX
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TRADE
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POSITIVES ASPECTS
•According to the POF-IBGE, brazilian apple was the 4th. fruit most consume in 2008.•In 2011, CNA realize a study regarding fruit consumption, apple became the 2nd. fruit most remembered by the public.•In the same CNA’s study apple became the 2nd. Fruit most consumed and the brazilian’s preferred fruit.•Apples do have an appeal for health and good taste.•Wholesalers and retailers do recognize the importance to have apples in their mix and in the shelves.
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Actual situationApples is the second fruit most consumed in important
cities like São Paulo and Belo Horizonte:
46
24
13
6
2
3
3
3
Banana
Maçã
Laranja
Mamão
Abacaxi
Pera
Mexirica
Outras
48
31
14
4
2
1
Banana
Maçã
Laranja
Mamão
Abacaxi
Outras
São Paulo Belo Horizonte
Source: Connection Pesquisa e Análise de Mercado, 2004 25
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Wealth Distribution
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Source: Centro de Polliticas Sociais FGV
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Demography
Source: Mundo Corporativo n. 28 - Deloitte
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Source: Mundo Corporativo n. 28 - Deloitte
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DEMOGRAPY BONUS• Unique moment in the brazilian history and will
not repeat.• During the next 3 decades the economically active
population (PEA) will be more important than the other kinds, non working, kids and elderly.
• => More saving• => More Job• => More investment and consumption• More GROWTH
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Fonte: ABPM, SECEX
2007 2008 2009 2010 2011 *
Production 993.227 983.240 1.052.514 1.226.338 1.200.000
Domestic offer in Natura 632.728 731.032 765.825 906.536 966.378
Export 112.073 112.250 98.203 90.839 48.622
Domestic Production in Natura 564.154 675.990 704.482 829.657 851.378
Import 68.574 55.042 61.343 76.879 115.000
Industry 317.000 195.000 249.829 305.842 300.000
Brazilian Population – IBGE in (000) 187.796 189.736 191.592 193.224 194.933
Consumption in natura kg/hab 3,37 3,85 4.00 4.69 4.96
Brazilian Apple Market
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Source: ABPM; CEAGESP; IEA – Instituto de Economia Agrícola - 2011: up to May
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YEARLY AVERAGE SALES OF PACKED APPLES
Cat 1, 2 e 3 Gala R$/kg Fuji R$/kg INPC IGPM
2003 1,127 1,292 10,38% 8,69%
2004 0,874 1,195 6,13% 12,42%
2005 1,196 1,477 5,05% 1,20%
2006 1,428 1,579 2,81% 3,84%
2007 1.105 1,490 5,16% 7,74%
2008 1,338 1,615 6,48% 9,81%
2009 1,184 1,343 4,114% -1,712%
Variation 2003/2009 5,058% 3,947% 47,50% 49,31%
Supermarkets: 2003 a 2009 +45%
Source: ABPM
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SUPERMARKETS STRUCTURE 2009 (R$177bi, +11,7%)
17 Seguintes 14,08%
3 Maiores Supermercados
40,44%
77,811 Outros Supermercados
32%
480 Seguintes 14,39%
Source: NIELSEN 2009
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Increased role of exchange rate on trade
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OUTLOOK 2012
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• Very good winter• Climate condition during blooming good• No frost• No hail so far• Thinning under way• May be a bumper crop
2012 CROP
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FINAL COMMENTS
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Review of concernsSustainability• Increased costs for supply ( food safety, logistics, packaging,
actives substances, labor, ...) • Return often below cost of production for many growers• Supply fragmentation v. retail concentration• Emergence of discounter and impact for suppliers• Multiplication /proliferation of requirements • Consequences on demand of changing consumer behavior • Improved postharvest techniques making a flat price along
the year
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Review of concernsConsumption
• Stagnating consumption and increased competition from other products
• Limited initiatives on promotion, need to enhance marketing campaign, how? Financing of marketing - growers, state, both?
• Role of innovation and varietal or club development • How to benefit from healthy assets of apples, • consumer purchasing patterns and dietary behaviors will
influence demand for apples? • Quality, how to cope with fruits under standard
– Rito Sumario
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Review of concernsMarket
• Concentration of buyers versus pulverization of growers/packers– Consortium– Growers Concentration
• Promoting Consumption– Government?– Fruits in the school– Army– Global marketing project
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Review of concerns
Emerging issues
• Role of unexpected climatic conditions on production and trade ( snow, frost, drought, flood,..) and also on consumption
• Role of currency fluctuation ( € ; £, $, zl, Ruble, SH currencies, … )
• Future impact of the climate change debate ( environment, water, waste, packaging , logistics,..)
• Coping with NGO negative campaign in Europe affecting image of produce and consumer confidence
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Review of concernsCLIMATE• Mainly Hail
– Insurance– Netting
• Lower taxes on investment against hail• Subsidy of interest rates• Long term loan
MECANIZATION• Orchard and Packing
FINANCIAL DEBTS• Retruscturation
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CONCLUSION
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• Brazilian Government through law n. 4504 – 30/11/64, is encouraging the producers to create a consortium to get back power of negotiation to the growers, allowing to form one legal entity for sales and for buying.
• Boost Internal market – Project: More fruits at school– Project: Healthy Tourism – Project: Bella
• Fruits presentation in supermarket• Degustation• Communication• Merchandising• Reinforcement Action in the press• Web Marketing
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• To increase consumption we must offer improved quality, have a better divulgation throughout the media,
• we do have an asset, our apple is recognized for its flavor that is nationally recognized.
• Apple cannot missed at home and in the supermarket, according to consumer
• It is an item of the shopping list
Consumers want to buy good quality apples.
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• Strengthening Farmers organization – Association– Cooperative– Consortium• Qualify the offer• Marketing, communication, promotional events,
listening to the consumer’s wishes• Give value to our products• Invest in fundamental research, biotechnology• Better clones, productivity, mechanization, orchard
conduction
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GRACIAS
WWW.ABPM.ORG.BR