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Buyer Survey

Oblačinska Visnja – Oblačinska sour cherry

November 2014

Support to more efficient and inclusive agrifood chains Development of origin-based labels in the horticultural sector

Buyers survey – September 2015

Table of Content

INTRODUCTION .................................................................................................................................................. 1 SOUR CHERRY PRODUCTION AND TRADE ................................................................................................ 5 SURVEY QUESTIONS ......................................................................................................................................... 7 MAIN FINDINGS AND RECOMMENDATIONS ........................................................................................... 11

ANNEXES……………….…………………………………………………………………………………….....14

ACRONYMS & ABBREVIATIONS

°Bx Degree Brix

BRC BRC global standards (formerly British Retail Consortium standards)

EU European Union

FAO Food and Agriculture Organization of the United Nations

Ha hectare

HACCP Hazard Assessment Critical Control Point

IQF Individually Quick Frozen (method)

ISO International Standard Organisation

IFS International Featured Standards

NMS New member state (of the EU)

PDO Protected Denomination of Origin

PGI Protected geographical Indication

t metric ton

USD United State American Dollar

GI Geographical Indication


Buyers survey – September 2015 1

Introduction

Background of the survey

Sour cherries and berries produced in Serbia, are mostly exported to Western Europe or to a certain extent to Russia, and marginally to North America. Serbian producers and primary processors rarely sell their products to the retail sector under their own brand. The 3 main distribution channels are:

• frozen fruit sold in bulk to western and domestic agro-industries for further processing (yogurt, juice, bakery, etc.)

• frozen fruit sold in packs for retail sector under foreign companies brands • frozen fruit sold in packs for the retail sector under foreign retail companies brands

Additionally, only few domestic companies deal with foreign companies and export the frozen cherries and berries. They are a couple of export companies who usually consolidate volumes of the many cold storages processing and packing sour cherries and berries across Serbia.

As a result, most of the domestic processors have rare feedbacks from the market. In this context and in the frame of the Geographical Indication protection, it seemed important to approach the buyers and users of Serbian cherries to better understand their perception of generic and more important of the specific quality.

As we will see, these players are the only ones in the value chain who buy the fruits knowing precisely the origin of the product. For most of the production, the origin disappears as it is mixed with other origins and labelled in the best-case scenario as Serbia or in many cases as Eastern Europe.

Survey methodology

OBJECTIVES OF THE SURVEY

• Assess how the quality of the Oblacinska sour cherries from Serbia is perceived by foreign buyers

• Assess how the quality of the Oblacinska sour cherries from South Serbia and in particular the sour cherries produced in Merošina area is perceived by domestic buyers

• Identify the main export markets and the types of end users of frozen sour cherries • Enquire on the potential use of the PDO on industrial sour cherry (Frozen) on the domestic

and foreign markets

For the purpose of the survey, quality is primarily understood as specific quality, but generic quality and logistic aspects are also to be investigated in order to provide recommendations to producer groups on the supply chain management.

METHODOLOGY

Initially, the intention was to interview:

• First the main Serbian exporters of sour cherries, and • Meeting with importers and users in the two or three main exports countries



The semi-structured questionnaire prepared to lead the interviews is in attachment.

Eventually, interviews were conducted with :

• Jugprom • Vino Zupa • Frigo Nais • Nectar • Viva Fruits (Descours representative in Serbia); and • Nestlé

All the interviews were conducted face to face except the interview with Mr Maggio from Nestlé, which was conducted by phone. Several meetings were held with Nectar without using the questionnaires.

In addition to the interviews, statistics on export markets were also consulted to measure the importance of Serbian cherry on the world market and the trends over the last years.

Table 1: Facts on companies who participated to the survey Freezing

capacity (t) Processed s. cherries (t)

Main export countries Remarks

Jugprom 15’000 4000 - 7000 RUS, NED, FRA, GER, ITA

All sour cherry are frozen or transformed in aseptic pulp, and exported in bulk. 30 ha sour cherry orchards in the villages of Belovce and Petrovac.

Vino Zupa 20’000 3000 - 4000 RUS, GER, NED for semi processed Regional (ex-Yu) for processed products

Large diversity of s. cherry products : 5-10% Semi-processed (IQF, aseptic pulp, single strength, concentrate 32° and 65°Bx) 80-90% Processed and packed under own brands (juices, wines, marmalade and jams, and spirits) 80 – 90 % packed under own label

Frigo Nais 4’800 n.a. FRA, ITA, GER, BEL 3% of frozen s. cherry is sold on the domestic market 5% of exported goods bear a third party label. The remaining 95% is exported in bulk for the agro-industry

Nectar n.a. n.a. Europe, Russia, Asia Purees and concentrates, to the production of juices, nectars, brandies, and marmalades

Viva Fruits (Descours)

300 t/day n.a. FRA, USA, Descours group is leader in frozen fruits In France and Europe In addition to Viva Fruit, the group has two other subsidiaries Yugent Doo Food and Food Frucom. 1500 supplying producers in Serbia (inclduing all berries)

Nestlé n.a n.a. EU Nestlé has a processing plant in Stara Pazova, but source sour cherries and berries for other processing units around Europe.

DIFFICULTIES ENCOUNTERED DURING THE SURVEY

Out of 9 foreign companies importing or using Serbian sour cherries, only Nestlé and Descours responded positively. Efforts to meet German and Italian companies had all negative outcomes. Serbian companies were slightly easier to approach with 3 interviews out of 6 contacted. In addition, Elixir Food director was also keen to meet but the meeting never happened, as Mr Petrović was most of the time abroad when we were coming to Serbia.



Another difficulty was to get interviewees to give certain information considered as sensitive. Among those, we had with no surprise all figures related to the processed and traded volumes, but more surprisingly domestic producers and traders were not keen to give detailed information about their foreign clients and the countries they export to.

While biggest processors might have to source their raw material from different regions to achieve the needed volumes, medium and small scale processors tend to have one region they source cherries from. We can assume that this introduced biases in the answers to questions related to the specific quality of cherries of the proposed geographical area for the PDO and other region. Each of the processors were indeed praising the high °Bx or the good size of the fruits coming from “their” region in comparison to others.

CONTACTED COMPANIES

Foreign companies

HG Food Ritterhude, Germany, Klemperhagen 12, D-27721 Ritterhude, Germany, +49 421 639279 – 10, [email protected], Contact : Jobst Geber (Managing Director), [email protected]

Italcanditi, 24066 Pedrengo (BG), Via Cavour 10, Italy, Tel. 035 654911

Kraus und Kraus GmbH baden, Elisabeth strasse 10-12, A-2500 Baden bei Wien, +43 225 28 59 44, [email protected]. Tegernseer Landstarasse 121, D-81589 Munchen, +49 89 670 99 733, [email protected], http://www.krausundkraus.com/

Mazzoni Spa, Via del Mare, 4, 44039 Tresigallo (Ferrara), tel. + 39 0533607832, [email protected], SERGIO TREVISAN (Director)

Muehlhauser GmbH, MÜHLHÄUSER GmbH Boettgerstraße 5 · D-41066 Mönchengladbach, +49 2161 687-0, [email protected]

Nestlé, Nestlé Belgilux, Birminghamstraat 221, 1070 Brussels, Belgium Phone: +32 2 529 52 80, Lorenzo Maggio Lead Buyer for Fruit & Berries – Zone Europe, Middle East, North Africa, Mobile: +32 478 88 79 24, mailto:[email protected]

Roger Descours Group, Route de Beauvène BP 24, 07160 Saint-Barthélémy le Meil, France, [email protected], Tél : +33 4 75 29 01 44. Viva Fruit Doo, Knez Mihailova 6/5, 11000 Belgrade, Serbia, Dragana Nikocevic, +381 11-26-24-095, e-mail : [email protected]

Rudolf Wild GmbH & Co. KG, Rudolf-Wild-Straße 107-115, 69214 Heidelberg / Eppelheim, Germany, Tel.: +49 6221-799-0, http://www.wildflavors.com/

Tradin, Chemin Peyre, 64260 Rebenacq, France France, +33559043245, [email protected]

Domestic producers and exporters

Agromarket, Kraljevačkog bataljona 235/2, 34000 Kragujevac, +381 34 308 000

Elixir food, Bb zone agro-industrielle; 15000 Šabac, Dragan Petrović, General Director, +381 15 34 78 64, +381 63 65 50 74, [email protected], http://www.elixirfood.rs/

Frigo Nais, Orlovica Pavla 26, 18000 Nis, Serbia, Sveta Toncic, Tel: +381 18 259 044, [email protected], www.frigonais.rs



JUGPROM, Tekstilna 97, 16000 Leskovac, Serbia, +381 16 232 040, Sanaja Mittic, quality control manager, [email protected],

LUKAFOOD doo, Kneginje Zorke 84/II, 11000 Belgrade , + 381 11 34 42 329, 24 59 355, [email protected] [email protected], Contakt: Mr. Momcilo Zivoinovic

VINO ŽUPA a.d., Kruševačka 36, 37230 Aleksandrovac, Serbia, +381-37-3552-409, Alksandar Nikolic, [email protected], www.vinozupa.com



Sour cherry production and trade

Production

The average number of productive sour cherry trees in Serbia is 8.6 million with a tendency of slight increase at an average rate of 1.6% per year. The yield of sour cherries per tree in Serbia is relatively modest and is 2.5 t/ha, which is 60% lower compared to the realised European average (Greece has the highest average yield in Europe, with 12 tons/ha). In the last five years, the average production of sour cherries has been at a level of 72,000 tons, and the share of sour cherries in the structure of fruit production is 7.8%.

In Serbia, small and medium scale producers ensure most of the primary production. Recently, some processors have started to invest in larger orchards. The assortment of sour cherries is mostly adapted to the varieties used for industrial processing, with the Oblacinska sour cherry predominant among the varieties. Sour cherries present a good raw material for the processing industry. Most output from farms is processed into frozen sour cherries with or without pit, preserved sour cherries, as well as into juice.

Looking at the production, Serbia shows also a positive trend for the period 2000 - 2012, especially in comparison with new member states of the EU, which is stable for the same period. In western Europe, on the contrary the trend is clearly negative with volumes decreased by 50% in 10 years (see Figure 1).

Figure 1: Production trend (2000 = 1)

Source: Comtrade

Trade

Four domestic companies export significant size of frozen berries and fruits, including cherries. These companies are: Elixir food, Jugprom, Vino Zupa and Agromarket.

Western European companies such as Descours (FRA) or Dira Frost in Arilje and Yube in Pozega, subsidiaries of the Belgium group Agrana established in Serbia to directly produce processed fruits labelled under their own brands and exported towards western Europe.

0

0.5

1

1.5

2

2.5

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

Serbia NMS EU15



Beside companies involved in the process and trade, few of export companies involved only in trade, export the cherries frozen by medium and small-scale cold storages (see annex 2).

Exports of Serbian sour cherry exports show a clear trend with an increase of 300% in 10 years (2004 – 2013) (see Figure 2).

Figure 2: Serbian sour cherry exports (in 1000 USD)

Source: Comtrade

The main importing countries are Germany from far, that in 2013 imported for USD 25 Mio equivalent to 50% of the total export value. The other main destinations of Serbian sour cherry are France, Austria, Russian federation, Belgium, Poland, Italy, the Netherlands and Italy, all countries with a well-developed food industry sector.

Figure 3: Sour cherry Serbian exports per country (in 1000 USD)

0" 5'000" 10'000" 15'000" 20'000" 25'000"

Germany"France"Austria"

Russian"Federa7on"Belgium"Poland"

Italy"Netherlands"

United"Kingdom"Czech"Republic"

Greece"Turkey"

Slovenia"Denmark"Australia"Hungary"

Latvia"Switzerland"

Bosnia"and"Herzegovina"Croa7a"

Romania"Montenegro"

Belarus"Estonia"

2013%

Source: Comtrade

Among these countries only France imports for a value higher than USD 5 Mio and the gap between German imports and other countries seems to increase year after year (see Figure 4). The only importer showing a clear grow is the Russian federation that went from few thousands USD until 2009 to a couple of millions in 2013.

0

10000

20000

30000

40000

50000

60000

70000

2004 2005 2006 2008 2009 2010 2011 2012 2013



Figure 4: Trends of exports per country (1'000 USD)

0"

5000"

10000"

15000"

20000"

25000"

30000"

2008" 2009" 2010" 2011" 2012" 2013"

Germany" France" Austria" Russian"Federa9on" Belgium"

Source: Comtrade

Supply chain mapping

The main objectives of the survey was to understand if:

• on the international market, the quality of sour cherry, and more specifically Oblacinska sour cherry, produced in the projected Geographical Indication is recognised by the end buyers

• the quality characteristics are understood as generic or if buyers recognised specific properties of the product

• in case of a protection of the denomination, large processors, retail sector could be interested in using the name of the GI on their products, on European, regional or domestic markets

Survey questions

Perceived quality of the Oblacinska sour cherries from Serbia

Serbian sour cherry performances on the world market give a positive indication on the way industry appreciates it in comparison with sour cherries form other origins. All seem to agree that Serbia has gathers all the assets to produce quality sour cherry competitive on the world market. Professionals processing and trading sour cherries made however clear that a great difference exists between fruits produced in South Serbia and the rest of the country.

Compared to other countries sour cherry, the Serbian Oblačinska sour cherry:

Has higher dry matter content (especially compared to Polish sour cherries). This means:

• Higher sugar content • More crunchy texture • Deep colour



These properties are expressed in more acute manner as we go south, since the climate changes (see next section).

Perceived quality of the Oblacinska sour cherries from South Serbia and in particular the sour cherries produced in Merošina area

The two interviewed foreign buyers are very positive on the generic quality of the sour cherries produced in South Serbia, praising them in particular for their °Bx and low acidity. In comparison, South Serbian sour cherries reach 22°Bx, against 16/17° for the sour cherries from the north part of the country (12°Bx for Polish sour cherries. Descours representative in Serbia qualified the Oblacinska cherry produced in South Serbia as a fruit in between the sour cherry and the cherry. Unlike most of the sour cherries on the market, this cherry because of the combination of the variety genetic properties and climate conditions is pleasant when consumed fresh. According to Ms Nikocivic, only the sour cherries from Macedonia can compete with the Serbian ones.

The domestic companies confirmed this premium quality, even by Nectar who source large quantities from Merošina but planted an orchard in Backa Palanka in Vojavodina (Northern Province of the country).

Interviewees consider unanimously that South Serbia produced Oblačinska has higher °Bx. Only a processors sourcing his fruits mainly in Merošina and surroundings mentioned that sour cherries produced around Merošina have higher quality expressed in higher °Bx and size (10-15%), compared with other areas in South Serbia.

South Serbian sour cherry properties are highly appreciated by the industry because of its sugar content, its deep red colour, its dry matter and its firmness. These specificities offer different advantages for the industry:

• Attractive colouration of the juices • Less water losses in processed products • Facilitation in handling the fruits because less fragile • Optimal taste properties allowing for instance juice preparation without sugar addition

COMPARISON BETWEEN SOUR CHERRIES FROM MEROSINA / NEIGHBOURING MUNICIPALITIES AND THE OTHER AREAS IN SOUTH SERBIA

The specific quality of the sour cherries grown in the proposed area of production, in comparison with the rest of South Serbia, seems more controversial. Out of the group of processors and traders interviewed, only one claimed that the quality differentiation is possible in comparison with of fruits in terms of °Bx et size. Others claimed that sour cherry from Leskovac or even Vranje were of better quality because of climatic conditions (higher °Bx, deeper colour).

Viva Fruit representative who sources fruits from different locations in Serbia also explained that producers around Merošina had to develop their activity over the last 20 years without much support, because no important processor established in the region. On the opposite, producers around Leskovac for instance had the chance to have several processing companies taking over existing facilities or building new ones. This meant not only obvious outlets for their products, but for the best of them advice, campaign credit and strong business relationship with the buyers. Those conditions have played a great role in quality improvement.



FACTORS INFLUENCING THE QUALITY OF THE OBLACINSKA SOUR CHERRY PRODUCED IN SOUTH SERBIA AND MEROSINA REGION

Beside the properties of the Oblačinska variety, local factors, mainly natural influence a great role in producing specific quality of sour cherries produced in South Serbia.

The climate characterised by high temperatures and sunny days, in particular during the cherry ripening period create the conditions for high °Bx and texture.

According to several interviewees, soils on the hills have characteristic composition that favour the special characteristics of the sour cherry produced in the region. With the exception of the lowland of South Morava, these conditions are very similar from one South Serbia sub-region to the other.

On the contrary, the alluvial soils of the low land around the south Morava do not confer the same quality. A possible explanation is the fact that trees planted in this type of soil do not develop their roots system, as water is available at the surface.

Main export markets and the types of end users of processed sour cherries

SEMI-PROCESSED SOUR CHERRIES PRODUCTS

The export figures of semi-processed sour cherry, frozen and in form of pulp, show clear trends

• With an steady growth over the past 12 years, • An increase of the German import share, and • A new and growing market in the Russian Federation.

The implantation of processing plants owned by western European companies is also a sign that this trade segment is being consolidated.

End users of these types of products are essentially:

• Retailers and western European firms for ready packed frozen sour cherries labelled under the third party brand

• Western European agro-industry for frozen sour cherries and pulp sold in bulk.

Basic standards such as ISO and HACCP are required for these channels. Many clients have also their own company standards or in some cases requires, IFS or in few cases GlobalGAP.

Company standards aims primarily at defining products standards and good agriculture practices, but can include also environmental and social conditions (see en example at Nestlé Supplier Code at http://www.nestle.com/aboutus/suppliers). It is then common practices for these companies to hire auditors who will check single producers compliance.

FULLY PROCESSED SOUR CHERRY PRODUCTS

Domestic companies with strong brands and quality products are already active into higher added value products such as juices, jams, brandy (rakija), etc. This is the case of Nectar and Zupa Vino. These companies are well established on the regional market and start to look at new markets. These companies are contemplating emerging countries market, mainly in Asia.

Nectar exports for instance to a large number of countries in Asia and hope to reinforce its position on these markets. Zupa Vino has a more regional strategy relying on plants in Serbia, Bosnia and



Herzegovina and Macedonia. Jugprom finally plans to start marketing frozen products under its own brand for domestic and regional markets, as well as for Asian countries.

Potential use of the PDO on industrial sour cherry on the domestic and foreign markets

We have seen that the greatest part of sour cherries is frozen and exported. Considering this fact, producers wonder to which extent retailers and large western European companies could be interested by using the PDO on frozen sour cherries marketed on export markets.

Interviewed companies were rather clear on this issue and not very positive for a range of reasons. Large food-industry companies’ explanation for not envisaging the use of a PDO with Serbian origin is:

• Their strategy lays on diversity of sources of raw material to avoid primary producers dependency and risks linked to climate or political events;

• In term of products, players evolving in the global market and turned towards mass production, focus on generic quality and prices. Therefore, specific properties are not particularly appealing;

• When sourcing fruits for secondary processing, these companies tend to mix fruits from different origins to obtain a standardised raw material, a bit as coffee roasters mix coffees of different origins to obtain “the” blend that has the same balance between flavour, strength, bitterness and acidity, and that the consumer expects. In the case of fruits, the standard mix must have minimal °Bx, right acidity / sugar balance, the right colour to make juices, etc.

These companies need commodities that have a good generic quality but with a significant fungibility. Fungibility is the property of goods capable of being substituted in place of one another. This approach goes clearly in the opposite direction from the differentiation strategy searched by the specific quality qualification operated with the GI.

In addition, on the international market, consumers do not yet perceive the Serbian origin on product as a positive brand. Descours representative in Serbia mentioned during a first meeting their possible interest in using the PDOs of the cherries and of raspberry from Arilje. After a brief assessment, the owner declared not to be interested because a PDO even on raspberry for which the reputation is significantly higher would not result in any price differential paid by the French and European consumers.

Jugprom however mentioned their interest in the PDO for frozen sour cherries for the domestic market under their own brand.

Nectar also expressed a certain interest in using the PDO for its sour cherry premium juice, but emphasized that their interest was clearly higher for the use of the PDO raspberry from Arilje, because of the undisputable reputation of the product among consumers.

These companies could eventually use the PDO, the difficulty comes from the low awareness of PDO and PGI among consumer from ex-Yu countries. If a denomination can pull the geographical indication concept, the opposite is not really true. While in EU, the PDO and PGI logos attract consumers’ eyes on new and unknown products, and can eventually boost their sales; similar mechanisms do not exist in Serbia and neighbouring countries. Only the simultaneous promotion of



PDO and PGI products, and the advertising and enforcement of the PDO and PGI concept can help overcoming this vicious circle.

Quality challenges

During the survey and in other occasion, the issue of the heterogeneity of the Oblačinska sour cherry was raised as one of the main constraint for the quality management. Some research and some attempts to improve the variety homogeneity were made in the past, but none produced satisfactory results. One of the consequences of this heterogeneity is the variation in size of the cherries that cause a problem for the depitting operation.

Processors and food industries have over the past 15 years contribute to improve plant protection, post-harvest handling and traceability. Growers located at the proximity of rehabilitated and new processing facilities have benefit of advice and sometimes financial support. These facilities are located in all Serbia, but concentrate in Leskovac and Vranja area when it comes to South Serbia.

Producers from Merosina and neighbouring municipality have not had that chance, as no significant processing facility operates on their area. According to Viva fruit representative, this situation lead to weak growers skills impacting negatively on quality.

Other issues revealed by the interviews

Foreign companies expressed some criticisms on the manner domestic supply stakeholders, referring mainly to producers handle the business. According to them, the general behaviour of producers in the negotiation generates great uncertainty and discourages mainstream industries to try establishing strong relations with the Serbian sector. Nestlé mentioned the difficulty to negotiate and establishing long-terms business relations with Serbian producers, often driven by short-terms considerations.

Though these remarks were chiefly formulated for the raspberry, two interlocutors were clear that this prevails in many perishable fruit chains. One of the main issues is the great price volatility from one year to the other depending from the harvest.

Nestlé highlighted that the poor sector organisation obliges the companies trading on the international market to invest substantially in form of training, advice and control to ensure raw material quality.

Main findings and recommendations

Main findings

Specific quality is clearly identified for sour cherry from South Serbia. The main characteristics are :

• The high sugar content and high Bx°. • The dry matter content, firmness and crunchy texture • The deep red colour



The statement of Viva Fruit qualifying “Oblačinska cherry produced in South Serbia as a fruit in between the sour cherry and the cherry” illustrates the singularity of the sour cherry produced in the region.

These specificities offer different advantages for the industry:

• Attractive colouration of the juices • Less water losses in processed products • Facilitation in handling the fruits because less fragile • Optimal taste properties allowing for instance juice preparation without sugar addition

Semi-processed sour cherry products are treated by the food industry as a commodity and it is unlikely that the PDO will be used on the international market.

The PDO could be used on fully processed products primarily on the domestic and regional markets.

The facts that most of the agro-industry companies exporting frozen sour cherry and pulps are not envisaging the use of the PDO for their products argue for a strong localisation of the process in the defined area of the PDO.

Recommendations

TO THE GROWERS AND RURAL HOUSEHOLDS

Define the entire Serbian territory that is south of the line defined by the mountains of Jestrebac, Ozren and Tupiznica as area of production of the PDO, excluding lowland along the South Morava River and the segment of Toplica River between Prokuplje and the village of Orljane due to the presence of alluvial soils.

Adopt a strategy aiming at the localisation of all the steps of production of high added value products in the area of production of the PDO.

Engage in the production and commercialisation of fully processed products on the regional market.

Seek steady relations with the downstream stakeholders of the supply chain in order to improve quality and secure their business.

Include / invite processors to become members of the association managing the PDO

TO THE DOMESTIC PROCESSORS

Use the PDO for high added value processed products (such as premium juices, jams and brandies).

Foster research and development in the field of genetic resources to enhance the variety homogeneity.

Become full member of the association managing the PDO to act together with the primary producers

TO THE GOVERNMENT

Support the protection of the sour cherry produced in South Serbia as PDO

Promote PDO and PGI by information campaigns and by adopting a national logo increasing PDO and PGI visibility on the market



Foster research and development by co-funding mechanisms, favouring private and public research in the field of genetic resources

Empower the system of seedling certification

Support medium and small-scale processors to develop lines of fully processed products to achieve higher added value

Encourage municipalities of the area of the PDO to jointly support the sour cherry PDO value chains



Annex 1 Guide for the survey on impediments of use of GI

Guide for semi-structured interviews

Identity data

Exporters

1. Which quantity of fruits do you yearly process?

2. Which quantity of sour cherry do you yearly process?

3. Which quantity of sour cherry do you yearly export?

4. Under which form do you export sour cherry?

Packed under your own label (tons): ____________________

Packed under foreign processor label (tons): ______________

Packed under foreign retailer label (tons):_________________

Packed in bulk for further processing : ___________________

5. What are the main export countries? a) ________________________ in %_______________

b) ________________________ in %_______________

c) ________________________ in %_______________

d) ________________________ in %_______________



6. What percentage of frozen is sold on the domestic market ?

___________%

Importers and end users

Specific Quality Assessment

7. How would you say foreign buyers assess Serbian sour cherries compared to cherries from the main competing countries?

8. What are their comparative advantages?

9. What are their comparative weaknesses?

10. What are the specific characteristics of Serbian sour cherry: a. In your opinion ?

b. Shared by the profession in Serbia and Abroad?



11. In comparison, what quality level do we have a. In Merosina

b. In South Serbia

c. In other regions of Serbia (incl. Vojvodina)

12. What are the main factors of differentiation between the cherries of theses three regions?

Generic Quality Assessment

13. How would you judge the generic quality of the cherries?

14. What are the main problems?

15. Have had over the past years problems, complains from your clients abroad? Which one?

16. What are the solutions to these problems?



Certified Standards

17. Are some of the exported cherries certified (BRC, Gobalgap, etc.)

18. Which type of clients ask for certification

19. Do you think that a GI properly implemented would be interesting for the frozen sour cherry sector?

20. Concretely, would your company be interested to use the GI on the products you market under your label or try to convince clients to use the GI on their products?

a. On the domestic market

b. On foreign market



Annex 1 List of cold storages (> 1000 tons capacity) Company Freezing.capacity.(t). Used.capacity,.%.. Production.

"Frignаis")dоо,)Niš,)RЈ)Kuršumliја,)Ivаnа)Kоsаnčićа)b.b,)027/381C751 4'800))))))))))))))))))))) 100 4'800))))))))))"Јugоprоm")dоо,)Lеskоvаc,)Теkstilnа)97 7'000))))))))))))))))))))) 100 7'000))))))))))"Fоrtis"dоо,)Bеоgrаd,оgrаnаk)"Fоrtis")Bојnik,ind.zоnа)bb;)016/821C777/sаvršеnо/ 2'000))))))))))))))))))))) 60 1'200))))))))))"Fungо)Јug")dоо,)Čuklјеnik,)Lеskоvаc,)063/401C844 2'700))))))))))))))))))))) 100 2'700))))))))))"АD"Higlо)",)Stеvаnа)Srеmcа)8,)Hоrgоš 18'000)))))))))))))))))))) 80 14'400))))))) )"Vоćаr",)Меrоšinа,)018/285C511 10'000)))))))))))))))))))) 60 6'000))))))))))"Nеktаr")dоо,)Nоvоsаdski)put)9,)Bаčkа)Pаlаnkа,)021/7550C417 4'000))))))))))))))))))))) 100 4'000))))))))))"Јugоvоćе")dоо,)Bојnik,)sеlо:)Dоnjе)Kоnjuvcе,)063/410C118/sаvršеnо/ 1'750))))))))))))))))))))) 80 1'400))))))))))"VulićCVulić")dоо,)Niš,)RЈ)Hlаdnjаčа)Vаrvаrin,)063/405C832;)016/874C318 3'500))))))))))))))))))))) 100 3'500))))))))))"PоrеčјеCVučје",)Lеskоvаc,)Kоstе)Stаmеnkоvićа)10,)016/427C528;)064/882C95C10 7'000))))))))))))))))))))) 80 5'600))))))))))"Dаrkоm")dоо,)Rumеnаčki)put)b.b,)Nоvi)Sаd,)062/245C619 1'000))))))))))))))))))))) 100 1'000))))))))))"MDD)Group")doo),Atar)100,)Kać,)021/6211C997;)6241C998;)063/401C995 6'500))))))))))))))))))))) 100 6'500))))))))))"Dеltа)Маxi")dоо,)Dоbаnоvаčki)put)b.b,)Surčin,)Bеоgrаd,2258C447 17'000)))))))))))))))))))) 100 17'000))))))) )АD"Džеrvin",)Knjаžеvаc,)ul.Kаrаđоrđеvа)128 8'000))))))))))))))))))))) 40 3'200))))))))))"Pоlеt)Dužinе")dоо,)Plаndištе,)Vојvоdе)Putnikа)50,)RЈ)Hlаdnjаčа)Vеlikа)Grеdа,)Žеlеznički)put)b.b,)013/861C167;)064/8549754 5'000))))))))))))))))))))) 80 4'000))))))))))"Меdоprоdukt")dоо,)Таvаnkut)b.b,)Dоnji)Таvаnkut,)024/47C67C122 10'000)))))))))))))))))))) 80 8'000))))))))))"МN)Krupаnj")Vlаdе)Zеčеvićа)156,)Krupаnj;)015)681)112,)064)820)1819 3'300))))))))))))))))))))) 100 3'300))))))))))Frutikо)АD,)Ljubоviја,)Zvоrnički)put)bb,)Ljubоviја,)015)661)544,)661)492,)060)3364385 3'500))))))))))))))))))))) 80 2'800))))))))))"Zdrаvо)CОrgаnik",)Kоlаrоvа)b.b,)Sеlеnčа 3'000))))))))))))))))))))) 80 2'400))))))))))"Eko)Bеlfruit")dоо,)Bеlа)Crkvа,)Sоnjе)Маrinkоvić,)063/117C0404 8'000))))))))))))))))))))) 80 6'400))))))))))"BlаznаvаCtrејd")dоо,)Blаznаvа,)Dоnjа)Šаtоrnjа)034/838C108;)109 1'000))))))))))))))))))))) 100 1'000))))))))))"Hlаdnjаčа)Brаničеvо")dоо,)М.Тitа)b.b,)Brаničеvо,)Gоlubаc,)012/666C574;)063/213C659 4'000))))))))))))))))))))) 100 4'000))))))))))"Kоmpаniја)Таkоvо")АD,)Gоrnji)Мilаnоvаc,)Rаdоvаnа)Grkоvićа)b.b))034/510C147;)069/805C1064 3'000))))))))))))))))))))) 60 1'800))))))))))"BЕLLАC9")dоо,)Hlаdnjаčа)u)sеlu)Skuplјеn,Šаbаc,)063/8100C197 2'000))))))))))))))))))))) 100 2'000))))))))))"Libеrtаs")doo,),Bеоgrаd,)hlаdnjаčа)u)Šаbcu,)Оbilаznicа,)put)b.b 1'800))))))))))))))))))))) 100 1'800))))))))))"Еliksir)fооd")doo,)Аgrоindustriјskа)zоnа)bb.)Šаbаc,)063/655C074 8'500))))))))))))))))))))) 100 8'500))))))))))"Јаrmеnоvci"АD,)Јаrmеnоvci,)Тоpоlа,)034/828C006;007 1'600))))))))))))))))))))) 40 3'400))))))))))"Sigmа)АZ")dоо,)Dunаvskа)86,)Bеоgrаd,)Оbјеkаt)Industriјskа)zоnа)b.b,)Rumа 1'200))))))))))))))))))))) 100 1'200))))))))))"Sirоgојnо)cоmpаny")doo,)Sirоgојnо,)Pоžеgа;)031/825)015,)063/610)955 1'000))))))))))))))))))))) 100 1'000))))))))))"Sirоgојnо)Cо")doo)r.ј.Hlаdnjаčа)Rupеlјеvо,)Pоžеgа;)031/802)011,)063/610)955 3'500))))))))))))))))))))) 100 3'500))))))))))"Gоldеn)Gаrdеn")dоо,))Gоrnji)Таvаnkut,)024/47C67C270;)063/633C948 4'000))))))))))))))))))))) 80 3'200))))))))))"Zаdrugаr")DОО,)Ljubоviја,)rј)hlаdnjаčа,)Bаstаv,)Оsеčinа064)863)2400 1'500))))))))))))))))))))) 80 1'200))))))))))"Pоdgоrinа)frucht")Оsеčinа,)Pеrе)Јоvаnоvićа)27 4'000))))))))))))))))))))) 80 3'200))))))))))"Gоdеns")doo,)Lоznicа,)015)855)035,)855)036,)064)878)5713 2'200))))))))))))))))))))) 60 1'320))))))))))ZZ"Аrilје",)Svеtоlikа)Lаzаrеvićа,)11;031)891338)))))))) 8'000))))))))))))))))))))) 60 4'800))))))))))AGROTEX)doo,)Vigоštе,)Аrilје 1'000))))))))))))))))))))) 100 1'000))))))))))"Hlаdnjаčа"AD,)Milutina)Mandića)bb,)Čačak,)032/373404 12'500)))))))))))))))))))) 60 7'500))))))))))"Fruvеlа)")doo,)Lајkоvаc,)Мilоvаnа)Glišićа)bb,)065)8734)591 6'000))))))))))))))))))))) 100 6'000))))))))))"IТN")doo,)Bеоgrаd,)hlаdnjаčа)"IТN)ЕkоCPоvlеn",)Kоsјеrić,)031)781)873,)062)214589,)064)241)7818 2'000))))))))))))))))))))) 100 2'000))))))))))"М.L")doo,)Vаlјеvо,)člаnicа)LUТRА)Grup,)Suvоbоrskа)bb,)sеlо)Bеlоšеvаc;)014)231)444,)063)329)086 1'000))))))))))))))))))))) 100 1'000))))))))))"Frigо)grаnd")doo,)Bеlаnоvicа,)Ljig,)014)89386,)063)351)734 5'500))))))))))))))))))))) 100 5'500))))))))))"Моndi)Sеrbiа")dоо),)sеlо)Vrdilа,)Krаlјеvо,)036/823C019)/sаvršеnо/ 3'000))))))))))))))))))))) 100 3'000))))))))))"Меditеrаn)92")dоо,)Vigоštе,)Аrilје,)032/855C106;)062/89C02C388 2'400))))))))))))))))))))) 100 2'400))))))))))"Drаgаčеvаc)prоmеt",dоо,)Gučа,ul.Rеpublikе)b.b,)Lučаni)/U)zаkupu)оd)"Меditеrаn)92". 2'400))))))))))))))))))))) 100 2'400))))))))))"Frigо)Nаis",)Kuršumliја,)027/381C751;)259C044 2'500))))))))))))))))))))) 80 2'000))))))))))АD)"Vinоžupа")ОЈ,)Hlаdnjаčа)u)Brusu,)Krаlја)Pеtrа)I,)037/826C469 3'200))))))))))))))))))))) 80 2'560))))))))))АD"Vinоžupа")Krušеvаčkа)36,)Аlеksаndrоvаc,)037/552C002;)063/578C670 2'500))))))))))))))))))))) 80 2'000))))))))))"Budim)grаd")dоо,)Budilоvinа,)Brus,)037/820C237 1'000))))))))))))))))))))) 100 1'000))))))))))"Мinеh")dоо,)Stеvаnа)Visоkоg)3,)Krušеvаc,)RЈ)Hlаdnjаčа"Мinеh",)Lukаvаc,)Krušеvаc,)063/357C974 1'000))))))))))))))))))))) 60 600))))))))))))"Јugоtrејd")doo,)Аrilје,sеlо)Тrеšnjеvicа,)tеl:)031/890)058 2'000))))))))))))))))))))) 100 2'000))))))))))"Bеri)frоst")doo,)Lоznicа,)015)871)823 2'000))))))))))))))))))))) 80 1'600))))))))))"Frikоs)DОО")Zеmun,)Pеtrа)Маrkоvićа,)RЈ)Мојkоvić),)Krupаnj,)011)3161792, 1'500))))))))))))))))))))) 80 1'200))))))))))"АBDCPRОМ",dоо,)Јеvrеmоvаc,)Brаćе)Pеtrоvić)71,)Šаbаc,)015)/385C111 1'500))))))))))))))))))))) 100 1'500))))))))))"Аgrаnа")doo,)Bоturići)b.b,)Аlеksаndrоvаc,)037/820C367 1'000))))))))))))))))))))) 60 600))))))))))))"Nikоm)Frigо")dоо,)Niš,)Bubаnjskih)hеrоја)120 5'000))))))))))))))))))))) 80 4'000))))))))))"Bеri",)Аrilје,)Hlаdnjаčа)u)Dоnjој)Klаvаnici,)Lučаni,)032/877C720 2'000))))))))))))))))))))) 100 2'000))))))))))Total.capacity 234'350.................. 85 198'980..... . Source: Ministry of Agriculture and Environmental Protection of the RS (data collected in 2010)


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