Fresh produce and CEAGESP
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Fresh produce and CEAGESP
Companhia de Entrepostos e Armazéns Gerais de São Paulo
Anita de Souza Dias Gutierrez
Summary
1. Fresh produce consumption evolution
2. Brazilian agriculture
3. Fresh produce value chain
4. CEAGESP
Food and fresh produce
− Food– First pleasure at birth– Satisfy hunger– Source of joy, pleasure, delight, happiness
• The #1 reason for food purchase
− Fresh fruits and vegetables− Symbol of health, disease prevention, fitness, beauty,
freshness− Symbol of Nature, free from food industry and its ingredientes
– Consumer’s reason for supermarket choice– Mistery to buy: Is it good to eat?– Best quality at harvest
Food habits are changing
• Consumption of fresh and healthy food grows with GNP per capita in the world and with income level in Brasil
Income - R$ Fruits Vegetables Fresh produce400 16 11 27400 to 600 14 22 36600 a 1000 19 26 451000 a 1600 24 31 551600 a 3000 33 36 69More than 3000 45 42 87
IBGE
Fresh produce domestic consumption (kg per capita) at different income levels in Brasil
Dr. Manfred Kern - 2006
Vegetarian cow: symbol of eating behaviour changing tendency
David Bowers ilustration
Brasil is a big country
– GDP R$ 2,9 trillions– Agriculture R$ 163,5 billions– Indústria R$ 682,5 billions– Serviços R$1.595 billions
– GDP per capita US$ 20.000 in 2010– 2007 - US$ 6.940,00
– 5th largest area – 850 millions hectares– 47% of South America area– 115 millions hectares – Environmental conservation – 109 millions hectares – indian reservation– 62 millions hectares with agricultural crops - 7% total area
– Fruits and Vegetables – 26% of agricultural area
Brazilian population– Age
– 0 to 15 years – 32%– 15 to 29 years – 28%– 30 a 59 years – 33%– 60 years to – 7%
– Population growth rate is falling– Concentration
– 18 metropolitan regions – 70 millions (37%)– 2 big metropolitan regions – 31 millions (16%)
– 5.564 municipalities – 26 estates e one fedeal district (Brazilia)
– Urbanization – 20% in Brasil e 7% in São Paulo– Rural area
– 5.204.130 farmers– 18 millions workers
Confidencial
O AGRONEGÓCIO É O NEGÓCIO DO BRASIL
THE AGRIBUSINESS IS THE BUSINESS OF BRAZIL.
1970 to 2010Area growth – 27%Production growth – 213%
Fresh produce is unique
– High valuation of freshness, appearance and flavour– Perishability– Small, specialized farmers – Specialized whosalers– Seasonal, fragmented production– Farmer´s marketing high fragility– Retail and food service needs fresh and a mix of products
every day– A logistic center for reception, consolidation and
distribution is indispensable
Brazilian fruits origin - IBRAF
− The best quality is at harvest.
− It is only possible to mantain quality after harvest, not to improve it.
− The production of quality is the most difficult task of the fresh produce value chain.
− Brasil has conditions to produce during all the year in different places and seasons
Common knowledge
Lettuce near São Paulo city – 70 km
Atemoya – North of Minas Gerais – 1190 km
Banana – Vale do Ribeira - SP – 191 km
Cashew – Piauí – 2.634 km
Apple – Santa Catarina – 695 km
Mamão – Espírito Santo – 1.200 km
Mango – Juazeiro – 2.185 km
Passion fruit – Bahia – 1.979 km
Passion fruit
Melon – Rio Grande do Norte – 2.891 km
Strawberry – Rio Grande do Sul – 1.104 km
Cucumber – São Paulo – 320 km
Table grape – Petrolina – 2.191 km
Farmer Consumer
Retailer
Food Service
Whosaler
Dealer
Packer-shipper
Freight
Fresh produce value chain
Food retail– Supermarkets
– GDP – R$ 160 billions– 75.725 stores– 185.889 check-outs– 61% até 7 check-outs– 876.916 employees– 80% of food marketing– Five biggest – 41% of GDP
– Fresh fruit and vegetable– 9% of total food value– 19% of perishable food value– Supermarket choice
– Fresh fruit and vegetable mix, every day
Food service
– 15% growth each year since 2004 – 25% of food expenses
– Fresh fruit and vegetable mix, every day
– Food service companies – 8,9 milllions of meals each day – 19% of the expense is fresh fruit and vegetables– Potential market – 40 milllions of meals per day
– School Food Programa– 47 millions of children per day
Fresh produce terminal markets
– CEAGESP – 1969 – State of Sâo Paulo
– SINAC – COBAL – Nacional system – 21 terminal markets
– 1972 a 1988
– 34 terminal markets – biggest brazilian cities – Most state management not federal
– 50% of fresh fruit and vegetable production
CEAGESP
- State company - federal government- Fresh produce terminal markets and grain warehouses
Volume and valueTons R$
Fruits 1,70 millions 2,26 billions
Vegetables 1,34 millions 3,71 billions
Flowers 52 thousand 212,1 millions
Fishes 48 thousand 221,3 millions
Total 3,85 millions 4,74 billions
São Paulo Terminal Market
• 700.000 m2
• 10.000 tons per day• 50.000 persons• 2.500 whosalers: 1.190 fruits and vegetables• Origin
– 1.500 brazilian municipalities – 25 of the 27 brazilian states– 25.000 growers– 12 countries
• 74 fresh fruits and 95 fresh vegetables• 50% of all brazilian terminal markets • Destination – number of buyers
– São Paulo Metropolitan Region –76%– São Paulo State interior – 15%– Other 11 brazilian states – 6%
CEAGESP - Services Everyday market information
Volume and origin Price
Pesticides’ residue monitoring Research and development
Partneship with universities and research centers Development of fruits and vegetables’ quality standards Variety guide HortiEscolha – decision tool for food service Flavour school – child nutrition education Minimal handling – retail orientation Training agents of the value chain
CEAGESP
– The fresh produce value chain needs logistic centers for reception, consolidation and distribution
– Growing production of fresh fruits and vegetables– Growing demand for volume and quality– Growing value differentiation for quality
– Facing big challenges – Infrastructure– Logistic– Hygiene– Etc..
Anita de Souza Dias Gutierrez551136433825551136433890
Fresh produce value chainA world full of challenges and opportunities