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Transcript of Market Survey Fruits Veg_Germany_Final-Eng
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The European Unions Tacis Programme for Moldova
Support to Export Promotion and
Investment Attraction in theRepublic of Moldova
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2/32
This Project is financed bythe European Union
Support to Export Promotionand Investment Attraction in
the Republic of Moldova
EuropeAid/126810/C/SER/MDThis Project is implemented bya Consortium led by GFA
Consulting Group
Table of Contents
EXECTUTIVE SUMMARY I
INTRODUCTION AND METHODOLOGY 4
1 CONSUMPTION OF FRUIT AND VEGETABLES INGERMANY 1
2 PRODUCTION 5
3 MARKET ENTRIES 8
4 TRADE IMPORT AND EXPORT 11
5 PRICE DEVELOPMENTS 14
6 MARKET ACCESS REQUIREMENTS 17
7 MARKET EXPORT OPPORTUNITIES ANDOBSTACLES 21
Annexes
A A IMPORT EXPORT STATISTICS
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This Project is financed bythe European Union
Support to Export Promotionand Investment Attraction in
the Republic of Moldova
EuropeAid/126810/C/SER/MDThis Project is implemented bya Consortium led by GFA
Consulting Group
E X E C T U T I V E S U M M A R Y
The German market for fresh fruits and vegetables (FVV) is the 4th
largest in the
EU. The total sales value of fresh fru its and vegetables in 2006 was 8.1 billion.
Regarding the consumption of preserved fruit and vegetables Germany is the
largest consumer, accounting for 21% of the EU market.
The consumption of fresh fruit and vegetables fresh vegetables is stable. The
consumption of domestic vegetables, however, increased by 7%, while imports
decreased by 5%, indicating that there is a trend to consume local products. 47%
of all vegetable consumed by households in 2007 were of domestic origin. Most
popular products are:
Vegetables Fruits
1) Tomatoes
2) Carrots
3) Cucumbers
1) Apples
2) Bananas
3) Table Grapes
With regard to preserved fruits and vegetables fruit juices and concentrates are
the largest product group, followed by canned and frozen vegetables.
The following market trends can be observed:
German consumers are very price-conscious. Discount retail stores therefore flourish.Despite the strong price consciousness, there is a distinct market for high-quality, speciality
Consumption
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This Project is financed bythe European Union
Support to Export Promotionand Investment Attraction in
the Republic of Moldova
EuropeAid/126810/C/SER/MDThis Project is implemented bya Consortium led by GFA
Consulting Group
In general fruit and vegetable consumption exceeds the production, therefore
there is a constant need for imports. In addition, Germany has evolved to one of
Europes largest trading and shipping hub, especially for fresh fruits.
Most important to note is that 2/3 of all German agricultural imports derive from
EU countries.
The import of vegetables in 2006 increased to a total import of about 3 Mio. tons.
The preliminary figures for 2007 indicated a continuing increase in imports. Main
supplying countries are the Netherlands, followed by Spain and Italy. Main
imported vegetables are tomatoes cucumbers, carrots, peppers and onions.
In 2006 Germany imported about 5.15 Mio tons of fresh fruits. The leading fruits
being imported are bananas, approx. 25% of all imports, followed by apples,
oranges, clementines and table grapes. Spain is the leading supplier of fruits,
followed by Italy, who is the major supplier for table grapes and apples.
Germany is the largest importer of preserved fruit and vegetables in the EU with a
share of23% of total EU import value in 2006. German imports were 5.1 billion
with a volume of 4.4 million tonnes. Between 2002 and 2006, imports increased
by 15% in value while volume remained stable.
Fruit and vegetable distribution within Germany is well organized, with various
h l f t i f t d hi hl ffi i t d li f d t
Imports andExports
Tradeconcentration and
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This Project is financed bythe European Union
Support to Export Promotionand Investment Attraction in
the Republic of Moldova
EuropeAid/126810/C/SER/MDThis Project is implemented bya Consortium led by GFA
Consulting Group
When it comes to food, the main focus in the EU is on consumer safety. This has
lead to the introduction of legal requirements focusing on hygiene and
traceability, emphasizing the importance of guaranteeing hygiene measures
throughout the chain, from farm to fork.
The General Food Law is the umbrella over all existing EU food legislation. It
applies to all stages of the production, processing and distribution of food, also of
feed products, fed to food-producing animals. EU food legislation does not imposedirect conditions on the manufacturing processes of Non-EU exporters, but
importers will because they want to be sure that they (including their products)
meet all relevant legislation.
Besides food safety issues the EU has defined quality standards, packaging and
labelling requirements. The quality of a product means the degree to which the
product fulfils the requirements and wishes of all parties involved (final consumer,
legislators, and other market parties). Quality, however is not only product-related, it relates also to production process and delivery handling. The labelling
requirements include a declaration of ingredients.
According to EC regulations, fresh fruit and vegetables from outside the EU
require a Certificate of Conformity before they are allowed into the EU. For
products intended for processing, a Certificate of Industrial Use is required
I t i l i t t d i t di th i t d d l tiMoldovan export
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This Project is financed bythe European Union
Support to Export Promotionand Investment Attraction in
the Republic of Moldova
EuropeAid/126810/C/SER/MDThis Project is implemented bya Consortium led by GFA
Consulting Group
I N T R O D U C T I O N A N D M E T H O D O L O G Y
The following market survey has been produced within the framework of the
European Commission project Support to Export Promotion and Investment
Attraction in the Republic of Moldova. The project is implemented by a GFA
Consulting Group led consortium. The project intervention areas are:Component 1
Support to Ministry of Economy and Trade and
its agencies in coordinating and improving
Moldovas export and investment promotion
systems
Component 2
Support to Ministry of Agriculture and Food
Industries in enhancing its system of testing
laboratories
Component 3
Support to Moldovan enterprises in accessing
export development financing
Component 4
Export promotion
Component 5
Investment Promotion
The market survey provides Moldovan exporters of fruit and vegetables, including
edible nuts, with an overview on the German market for the respective products.
Furthermore trade channels and market access requirements are outlined as well
as major market actors in Germany. In addition, the market survey findings are
h d h ld f i d bl i d i
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This Project is financed bythe European Union
Support to Export Promotionand Investment Attraction in
the Republic of Moldova
EuropeAid/126810/C/SER/MDThis Project is implemented bya Consortium led by GFA
Consulting Group
1 C O N S U M P T I O N O F F R U I T A N DV E G E T A B L E S I N G E R M A N Y
Germany has the fourth largest market for fresh fruits and vegetables (FVV) in the
EU, but has the largest consumption of preserved fruit and vegetables, accounting
for 21% of the EU market in 2005. The total sales value of fresh fruits andvegetables in 2006 was 8.1 billion. The consumption of preserved fruit and
vegetables in 2005 was worth 5.7 billion. The table below shows the total
consumption (consumer and industry) of fruits and vegetables in Germany:
Total consumption of fruits & vegetables (fresh and processed, in 1,000t)
2001/02 2002/03 2003/04 2004/05 2005/06 2006/07
Vegetables 7,107 7,010 6,980 7,118 7,123 7,267
Fruit
(w/o citrus)
9,810
6,280
9,661
6,270
10,308
6,497
9,718
6,050
10,312
6,479
9,805
6,366
Total consumption of fruits & vegetables (fresh and processed) in kg per capita
Vegetables 85.3 84.9 84.6 86.3 86.4 88.2
Fruit
(w/o citrus)
119
76.2
117.1
76
124.9
78.7
117.9
73.3
125.1
78.6
119.1
77.3
Note: excluding edible nuts
S BMELV ZMP
Market size - freshand preserved
products
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Support to Export Promotionand Investment Attraction in
the Republic of Moldova
EuropeAid/126810/C/SER/MDThis Project is implemented bya Consortium led by GFA
Consulting Group
0 2 4 6 8 1 0 12
Tomatoes
Carrots
Cucumbers
Onions
Sweet Pepper
Iceberg Le ttuce
Cauliflower
Asparagus
Leek
White Cabbage
Consumption in kg / household (Source: ZMP 2008)
Top 10 Sold Fresh Vegetables in G ermany 2007
0 5 10 15 20 25
Apples
Bananas
Oranges
Clementine
Table Grapes
MelonesPears
Strawberry
Nectarine
Pineapple
Consumption in kg / household (Source: ZMP 2 008)
Top 10 Sold Fresh Fruit in Germany 2007
A t t d b G h th l t ti f d f it d
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This Project is financed bythe European Union
Support to Export Promotionand Investment Attraction in
the Republic of Moldova
EuropeAid/126810/C/SER/MDThis Project is implemented bya Consortium led by GFA
Consulting Group
The German market for organic food products is the largest in the EU. The market
for organic products has shown a continuous growth till 2007, reaching a market
share of 3% of total expenditure for food and beverages. More than 90% of the
private households are buying organic products at least once a year, 37% of the
households stated, that they are using organic products for cooking as often as
possible. By now all discounters offer organic products.
Main sort of organically produced fruits and vegetables consumed
Tomatoes Carrots Onions
Bananas Apples
In 2008, however, the sales figures for organic food products decreased for the
first time according to the market research institute GFK by 3% for fruit and 4%
for vegetables in the first three quarters of 2008. This decrease is at least partly
due to shortages in supply of fruit and vegetables. Organically produced carrots,for instance, were short of supply till late summer.
The Germans are among the world leading consumers for table grapes. Each
German household has consumed about 5kg of table grapes in 2007. 95% of the
total table grape imports in 2006 were from EU countries, in particular, Italy.
Further important supply countries are Greece and Spain. In winter countries of
the Southern Hemisphere, like Chile and South Africa, step in to supply the
k t
Organic fruits andvegetables
Table Grapes
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This Project is financed bythe European Union
Support to Export Promotionand Investment Attraction in
the Republic of Moldova
EuropeAid/126810/C/SER/MDThis Project is implemented bya Consortium led by GFA
Consulting Group
German consumers are very price-conscious. The amount of money spent on
food per household is the lowest of the EU. In general, German consumers find
the price of a food product most important. Discount retail stores therefore
flourish. Despite the strong price consciousness, there is a distinct market for
high-quality, speciality and gourmet products, which may be sold through
smaller, speciality shops.
Consumers are increasingly concerned about the effect food has on their health.Nutritional value and health benefits of food products receive more attention. In
general, fruit and vegetables are regarded as a good choice for a healthy diet , as
a result their popularity is growing. Exotic fruits such as pineapples and mangos
tend to become more popular. Also the consumption of dried fruits is increasing.
Due to the increased consumer awareness the market for organic food products
has been growing continuously in recent years, mainly driven by discount stores
including organic products to their product portfolio. Despite a slight decrease in2008 the consumption of organic food products is expected to experience further
growth. Although not as strong as in recent years as a further expansion of
organic products in discount stores is limit and will rather be possible in
convenience stores and supermarkets.
Consumption of preserved fruit and vegetables is in decline, as is production. In
the retail market, preserved fruit and vegetables face competition of fresh
products. Especially canned products tend to be regarded as old-fashioned or
l t iti th f h d t F i d t i l d f it d
Consumptiontrends
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This Project is financed bythe European Union
Support to Export Promotionand Investment Attraction in
the Republic of Moldova
EuropeAid/126810/C/SER/MDThis Project is implemented bya Consortium led by GFA
Consulting Group
2 P R O D U C T I O N
German is among the bigger fruit and vegetables producers in the EU. In total
190,610 ha were cultivated commercially in 2007 to produce fruits and
vegetables. The area for vegetable production increased further from 2007 to
2008 (118,000 ha), whereas the area under fruit cultivation decreased.
Cultivated Land 2003-2007 (in ha)
2003 2004 2005 2006 2007
Vegetables,
open field
105,477 110,375 107,771 111,045 111,274
Vegetables, in
green house
1,319 1,371 1,392 1,386 1,464
Strawberries 10,421 11,844 13,435 14,094 12,870
Orchards 68,960 68,263 66,200 65,900 65,002
Home and
vegetable
gardens
7,091 5,968 5,100 4,800 4,624
Source: ZMP 2008
Th 2007 td t bl h t f 3 179 Mi t th bi t iF it d
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This Project is financed bythe European Union
Support to Export Promotionand Investment Attraction in
the Republic of Moldova
EuropeAid/126810/C/SER/MDThis Project is implemented bya Consortium led by GFA
Consulting Group
0 10.000 20.000 30.000 40.000 50.000
Asparagus
Carrots
Onions
White Cabbage
Peas
Cauliflower
Iceberg lettuce
Bush beans
Spinach
Radish
Other vegetables
Area in hectar (Source: ZMP 20 08)
Outdoor vegetable growing in Germany 2007
0 10.000 20.000 30.000 40.000
Apples
Strawberry
Cherries
Plums / Prunes
Sour cherries
Pears
Red Curant
Bluebeery
RaspbeeryOther fruit
A i h (S ZMP 200 8)
Fruit growing in Germany 2007
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Support to Export Promotionand Investment Attraction in
the Republic of Moldova
EuropeAid/126810/C/SER/MDThis Project is implemented bya Consortium led by GFA
Consulting Group
Production of preserved fruit and vegetables in Germany 2001-2005 (in 1,000t)
2001 2003 2005
Fruit juices and concentrates 3,126 3,395 2,646
Canned vegetables 805 767 848
Frozen vegetables 299 357 433
Jams, fruit jellies, purees and pastes 501 310 244
Dried fruit 17 19 22
Dried vegetables 12 18 22
Frozen fruit n.a. 6 8
Canned fruit 152 472 n.a.
Total 4,911 5,343 4,224
Source: Eurostat, 2008
Despite a production decrease of 15% between 2001-05 Germany has the largest
fruit juice and drinks industry in the EU. In 2005, German production of fruit juices
and concentrates accounted for 24% of EU production value.
Th f d i i d i i i d i l i G I i h
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This Project is financed bythe European Union
Support to Export Promotionand Investment Attraction in
the Republic of Moldova
EuropeAid/126810/C/SER/MDThis Project is implemented bya Consortium led by GFA
Consulting Group
3 M A R K E T E N T R I E S
There is a sound tendency towards concentration in the supply chain of fresh
fruits and vegetables in Germany and the EU. Fruit is increasingly routed through
large and sophisticated companies handling all aspects of import and distribution.
Direct trading contacts between market parties at production level and retail level
are exceptional, and confined to large, multinational producers.
The most important trade channel for exporters and producers are import
companies. There are large importers with a wide product portfolio while others
focus on specific products and/or countries of origin. Large retail chains, like
Edeka or Aldi, have their own import facility, which coordinates the supply of FFV,
controls quality and provide logistical services. In general all parties of the supply
chain have an interest in planning in advance the required amount and quality of
the produce and its provenance. The following graph outlines the various marketparties in the FVV supply chain and their scope of work.
Trade channels
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Support to Export Promotionand Investment Attraction in
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Consulting Group
Aldi-Gruppe
Metro-Gruppe
Top 5 in German Food Trade 2007 in %
Source: BVE 2008
The current European distribution structure forces fruit and vegetables exporters
to be attentive to the demands of the large retail chains. These may require that
an exporter is able to supply them fully or at least in large volumes frequently.
Large retailers also demand uniform quality, volume and timely delivery.
The food processing industry imports ingredients either directly from foreign
suppliers or from importers. The confectionery industry is one of the major users
of edible nuts; they organise import themselves or make use of specialised
importers. Specialised importers of fruit juices and concentrates (compound
houses) are the suppliers of ingredients to the beverage industry and often deal
with large quantities. Exporters that are not able to supply such quantities should
look for a small-scale importer within this industry or in the dairy or jam industry.
German food trade sector is highly competitive and the household spending on
food products is considerably lower than in neighbouring countries. The totalsales of food and beverages in
Germany amounted to 142.7
billion in 2008. A surplus of
1.8% compared to 2007,
mainly due to increase in
prices.
A continuing trend is the
Retail trade
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Support to Export Promotionand Investment Attraction in
the Republic of Moldova
EuropeAid/126810/C/SER/MDThis Project is implemented bya Consortium led by GFA
Consulting Group
German retail companies normally do not import directly, but purchase their
products through buying organizations.
Fruit and vegetable importers, wholesalers and retailers in Germany make
considerable demands on producers to take them in account as business partners.
The demands and requirements vary depending on the importers business
approach and procedures, but the following criteria can be considered as overall
standards:
Compliance with EU regulations on food and hygiene
The EU legal requirements are applicable to all food marketed in the EU (see chapter 7).
Most retailers and distributors in Germany, however act according own voluntary
standards which are more strict than the EU requires. This, for instance, applies to
maximum residue levels (MRLs), where German retails only allow a level 30-70% of the
EU standard.
Certification
The vast majority of importers and retailers request producers to be GLOBALGAP
certified. In case of organic products the BIO certification is necessary.
Logistic and production volume
Production quality and volume (ability to deliver larger quantities) and ability to
supply / supply window (minimum 4-6 weeks)
R li bili f l d i i d li i 1 3 d 7 d
Business PartnerSelection Criteria
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Support to Export Promotionand Investment Attraction in
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Consulting Group
South Africa
Brasil
France
German Import of fresh fruits in 2007
4 T R A D E I M P O R T A N D E X P O R T
Germany is the 3rd largest exporter of agricultural and food products, behind USA
and the Netherlands. With regard to imports, Germany is 2nd
behind the USA,
importing 8.3% of all agricultural products traded.
The German imports and exports of fruits and vegetables vary depending ondomestic harvest as well as to the harvest of the major exporting countries.
In the course of the past ten years Germany has evolved to one of Europes
largest trading and shipping hub, especially for fresh fruits.
Most important to note is that 2/3 of all German agricultural imports derive from
EU countries.
The import of vegetables increased in 2006 by 8% amounting to a total import of
about 3 Mio. tons. The preliminary figures for 2007 indicated a continuingincrease in imports. Main supplying countries are the Netherlands, followed by
Spain and Italy. Main imported vegetables are tomatoes (Netherlands and Spain),
cucumbers, carrots (Italy), peppers and onions.
B l i
Poland
Greece
German Import of fresh vegetables in 2007
German imports of
FFV
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Support to Export Promotionand Investment Attraction in
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EuropeAid/126810/C/SER/MDThis Project is implemented bya Consortium led by GFA
Consulting Group
German exports of fresh fruits and vegetables in 2007 - Main products
Vegetables in tons Fruits in tons
White / red cabbage 65,900 Bananas 420,800
Onions 63,100 Apples 120,700
Tomatoes 37,200 Grapes 38,600
Carrots 28,200 Pineapples 30,100
Cauliflower 23,500 Oranges 26,700
Salad 21,400 Clementines 14,500
Cucumbers 19,600 Pears 14,500
Other cabbages 15,400 Strawberries 12,200
Other vegetables 104,900 Other fruits 113,800
Source: ZMP, 2008
For more details on the export of FVV please turn to Annex A.
Germany is the largest importer of preserved fruit and vegetables in the EU with a
share of23% of total EU import value in 2006. German imports were 5.1 billion
i h l f illi d i i d
Preserved fruitand vegetables
i t d
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Support to Export Promotionand Investment Attraction in
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EuropeAid/126810/C/SER/MDThis Project is implemented bya Consortium led by GFA
Consulting Group
Dried
vegetables
173 171 170 Mixtures, onions,
mushrooms,
lentils
China (28%), Turkey (9%), Poland
(7%), Spain (6%)
Jams, fruit
jellies, purees,
pastes
89 92 101 France (16%), Belgium (15%),
Netherland (14%), Italy (13%),
Denmark (11%)
Total preservedfruit, vegetables
4,430 4,613 5,118 Netherlands (17%), Turkey(13%), Italy (9%), Belgium (7%)
Source: CBI, 2008
In 2006, German exports of preserved fruit and vegetables were 2.0 billion. The
volume amounted to 1.8 million tonnes, making it one of the larger exporters in
the EU. Between 2002 and 2006, exports increased 14% in value but the volume
remained stable. 88% of exports (according to value) were to other EU countries.
The main destinations were France (18% of export value in 2006), the Netherlands
(15%), the UK (10%), Austria (9%) and Belgium (7%).
German exports of preserved fruits and vegetables in 2006, according to product group
Fruit juices, concentrates 31% Edible nuts 19% Canned vegetables 15%
Canned fruit 13% Jams, fruit jellies, purees,
pastes 6%
Dried vegetables 5%
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Support to Export Promotionand Investment Attraction in
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EuropeAid/126810/C/SER/MDThis Project is implemented bya Consortium led by GFA
Consulting Group
5 P R I C E D E V E L O P M E N T S
Prices for fruits and vegetables depend on several factors, such as the availability
of the product, the quality of the product, size and variety, and its origin.
The producer price index for the EU and Germany indicates that fruit producers in
general have been able to realise higher prices in recent years in comparison tothe reference year 2000.
2002 2003 2004 2005 2006 2007
EU 114,1 128,4 121,6 116 117,9 128,8
100
105
110
115
120
125
130
135
Fruit Producer Price Index 2002 to 2007year 2000 = 100 ; Source: ZMP 2008
Producer price
index
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EuropeAid/126810/C/SER/MDThis Project is implemented bya Consortium led by GFA
Consulting Group
In order to give an indication of price levels, wholesale prices for selected
products relevant to Moldova are presented in the tables below:
Tomatoes and carrots sales price at wholesale market 2006 and 2007 in EUR
Tomatoes (Netherlands),
47mm+, 5kg
Carrots (Germany)
100kg
Calendar week 2006 2007 2006 2007
31. 4.80 4.66 48.98 46.85
32. 4.01 4.70 47.56 44.42
33. 4.29 4.90 46.27 44.09
34. 5.92 4.64 46.21 43.89
35. 7.43 4.45 46.31 43.90
36. 7.57 4.87 46.32 43.70
37. 7.44 6.62 44.95 43.23
38. 6.92 7.73 43.08 42.05
Source: ZMP 2008
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In February 2009 consumers on average had to pay 1,9% less for fruits compared
to 02/2008. This is the first decrease in price after constantly rising fruit prices
during the last three years. In particular citrus fruits, table grapes and apples
decreased in price. Consumer on average had to pay 2.78 / kg table grapes, a
decrease of about 7% in comparison to February 2008.
Beef
Pork
Poultry
Meat products
Eggs
Fruits
Vegetables
Potatoes
Milk, milk products
Cheese
Margarine, edible oil
Bread, biscuits
Change of German Consumer Prices (in %)Source: ZMP 2009
Consumer prices
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EuropeAid/126810/C/SER/MDThis Project is implemented bya Consortium led by GFAConsulting Group
6 M A R K E T A C C E S SR E Q U I R E M E N T S
Producers of fruits and vegetables, fresh or preserved, preparing to access
Germany should be aware of the market access requirements of trading partners
and the German government. These requirements may be specified throughlegislation, codes of practice and other means associated with different labels and
management systems. Compliance with EU legislation and non-legislative
requirements of EU trading partners is essential.
Legal requirements Set the basis for what requirements products marketed in the EU must
meet. Products that fail to meet these requirements are not allowed on
the EU market.
Additionalrequirements Go beyond legislation, as companies can go further in their requirementsthan legislation. The main categories of additional requirements are
environmental requirements and social (labour) requirements.
Step-by-step food legislation in the EU is being fully harmonised: the same
legislation will apply to all EU member states. EU legislation also applies to the
new countries which became members of the EU as per May 2004.
Legalrequirements inthe FV sector
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Maximum residue levels (MRLs) in foodstuffs (Regulation (EC) 396/2005) Contaminants in food (Regulation (EC) 1881/2006)
Microbiological contamination of foodstuffs (Regulation (EC) 2073/2005)
Examples of legislation specifically focusing on the fresh fruit and vegetables
sector :
Quality standards for the marketing of fresh fruit and vegetables
(Regulation (EC) 2200/96)
The main purpose of the General Food Law, and the corresponding regulations, is
to guarantee a high level of protection of human life and health and, where
appropriate, the protection of animal health and welfare, plant health and the
environment.
The quality of a product means the degree to which the product fulfils the
requirements and wishes of all parties involved (final consumer, legislators, and
other market parties). Quality, however is not only product-related, it relates alsoto production process and delivery handling. Quality market access requirements
can relate to:
constant and in-time delivery of
products
adequate labelling and packaging
product specifications (e.g. sound
product, pest-free, size, weight,
satisfaction of consumers expectations
Qualityrequirements
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This Project is financed bythe European Union
Support to Export Promotionand Investment Attraction in
the Republic of Moldova
EuropeAid/126810/C/SER/MDThis Project is implemented bya Consortium led by GFAConsulting Group
Class I
Good-quality(well shaped and coloured, free of marks)
Slight defects may be allowed
Maximum 10% by number of weight of the total produce
does not satisfy the requirements of the class, but meets
those of Class II or exceptionally is within the tolerances of
that class
Class II
Sound marketable qualityproduce (satisfies minimum
requirements)
May present defects (healed cracks)
Maximum 10% by number of weight of the total produce
does not satisfy the requirements of the class, nor the
minimum requirements with the exception of products
affected by rotting or other deterioration rendering them
unfit for consumption
The EU has decreed general rules with regard to packaging and labelling of food
products, which are set out in Council Directive 2000/13/EC. There are specific
rules on labelling for: genetically modified and novel foods; foods for particular
nutritional purposes; food additives and flavourings; materials intended to come
into contact with food and organic produce. Specific rules for packaging, marking
and labelling for a number of fruit and vegetables are laid down in the EU
Packaging,marking andlabelling
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This Project is financed bythe European Union
Support to Export Promotionand Investment Attraction in
the Republic of Moldova
EuropeAid/126810/C/SER/MDThis Project is implemented bya Consortium led by GFAConsulting Group
According to Regulation (EC) 1148/2001 on checks on conformity to the marketing
standards, fresh fruit and vegetables from outside the EU require a Certificate of
Conformity before they are allowed into the EU. For products intended for
processing, a Certificate of Industrial Use is required.
Products intended for processing are not required to comply with marketing
standards. Such products must be suitably labelled and accompanied by a
processing certificate stating the end use. The packaging of products intended forprocessing must be clearly marked with the words intended for processing or
other equivalent wording.
EU marketing standards for the following products are to be found in Annex B:
Table Grapes Walnuts
Tomatoes Fruit Juice & Fruit Juice Concentrate
Although EU legislation represents the minimum for market access, many of the
end-users may have their own specifications, which should be met by the
suppliers. These specifications may vary focussing on product safety and constant
quality, labelling, packaging, personnel and business hygiene, as well as
environmental and social sustainability. Furthermore, most importers demand for
certification such as the independently verifiable private standards GLOBALGAP
(formerly known as EUREPGAP). Compliance with the quality standards
Certificate ofConformity
Certificate ofIndustrial Use
Additionalrequirements
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27/32
This Project is financed bythe European Union
Support to Export Promotionand Investment Attraction in
the Republic of Moldova
EuropeAid/126810/C/SER/MDThis Project is implemented bya Consortium led by GFAConsulting Group
7 M A R K E T E X P O R TO P P O R T U N I T I E S A N DO B S T A C L E S
In the following possible export opportunities and obstacles for Moldovan
supplier are presented. The opportunities and obstacles have been formulated onthe basis of the information provided in the previous chapters.
Germany has a large market for FVV, preserved food, as well as for raw materials
for the food processing industry. Therefore export opportunities for the following
market segments and products are expected:
Table grapes
Germany is among the worlds leading importer of table grapes,
but Moldovan market presence in Germany is currently limited
As Moldova produces large quantities of grapes it is possible to
supply larger retail chains
Edible nuts
Germany is an significant importer of edible nuts the leading
importer in Europe
German consumption is growing, food and beverage industry
consumes use large variety of nuts
Moldova is the largest exporter of edible nuts in Europe. Though
Exportopportunities
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This Project is financed bythe European Union
Support to Export Promotionand Investment Attraction in
the Republic of Moldova
EuropeAid/126810/C/SER/MDThis Project is implemented bya Consortium led by GFAConsulting Group
The study of available data and material as well as the information attained
through interviews has led to the assumption of the following export obstacles
Competition
with established
export countries
Importers have little knowledge of Moldovas agricultural capacity
Leading countries exporting to Germany as Spain, Italy, France,
Netherland possess a highly developed trade infrastructure
Competitors have long established business contacts
2/3 of all German agricultural imports derive from EU countries
being member of the single market
Moldova offers the same range of products as the established
supplying countries
European competitors are mostly closer to German market, and/or
on main transport routes, which lowers transport costs Moldova lays aside the major transport corridors
Meeting
importers
requirements
If GLOBALGAP certification is not attained, access to the market is
virtually impossible
Lack of ability to deliver large quantities of FFV for at least 6 weeks
(supply window)
In time supply of FFV usually 1-3 days between order and receipt
Export obstacles
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This Project is financed bythe European Union
Support to Export Promotionand Investment Attraction in
the Republic of Moldova
EuropeAid/126810/C/SER/MDThis Project is implemented bya Consortium led by GFAConsulting Group
A N N E X A : I M P O R T & E X P O R TS T A T I S T I C S
Product 2003 2004 2005 2006 2003 2004 2005 2006
Tomatoes 674.280 711.231 674.619 717.722 24.018 29.323 35.563 41.703
Onions 291.722 291.878 240.942 265.414 56.064 66.295 48.117 61.385
Garlic 17.672 18.025 15.593 17.617 689 1.328 1.566 1.359
Leek and other allium 47.425 52.559 47.990 47.590 2.870 5.335 7.282 5.805
Cauliflower 82 .3 23 94 .85 6 75.3 07 75 .69 1 13 .075 2 0.846 22 .72 9 20.18 9
Brussel Sprouts 34.264 35.750 34.496 26.514 2.608 1.301 3.577 1.016
White and red cabbage 18 .4 81 19 .78 4 15.0 53 18 .50 8 44 .197 3 7.610 58 .12 3 52.27 5
Other cabbage 111.056 116.217 108.954 117.328 13.042 18.969 23.649 17.129
Salat and Iceberg Salat 111.150 120.580 112.624 126.565 11.680 12.891 11.130 8.967
Other salat 217.735 211.569 213.573 236.118 45.902 40.343 59.393 59.068
Carrots 208.599 189.731 179.486 237.431 17.163 17.829 38.719 30.410
Cucumbers 434.502 436.004 445.126 473.588 20.899 34.584 36.861 34.127
Asparagus 31.522 29.419 28.259 28.791 1.323 1.599 1.970 2.149
Mushrooms 59.895 50.506 46.756 49.218 9. 495 13.137 14.598 13. 723
Other mushrooms 14.380 13.133 14.723 15.512 1.904 1.418 1.140 1317
Truffles 19 27 28 37 2 0 0 1
Imports in tons Exports in tons
German imports and exports of fresh vegetables 2003-2006 in tons (Source: ZMP 2008)
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This Project is financed by the European Union
Support to Export Promotion and Investment Attraction inthe Republic of Moldova
EuropeAid/126810/C/SER/MD This Project is implemented by a Consortium led by GFAConsulting Group
24
A N N E X B L I S T O F G E R M A N F R U I T A N D V E G E T A B L E I M P O R T E R S
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This Project is financed by the European Union
Support to Export Promotion and Investment Attraction inthe Republic of Moldova
EuropeAid/126810/C/SER/MD This Project is implemented by a Consortium led by GFAConsulting Group
25
J ens Hauser, IMS Germany
C ompany Addres s C ity Telefon F ax E mail Webs ite C ontac t P ers on C omments
Fruchthof EhingerBrgermeister-Wegele-Strae14-14a, 86167 Augsburg Augsburg +49 821 74005-0 +49 821 74005-70 [email protected]
www.fruchthof-ehinger.de Ms. Brigitte Eberhart
UNIVEG Deutschland
Am Winterhafen 5
28217 B remen B remen +49(0)421-3092-612
+49(0)421- 534202
h. re in ck e@ a tla nta .de www. univ eg .d e
Mr. Heinz-Georg R eincke,
Chief Represe ntative Direct
Fruit Marketing
One of the most important
companies regarding trade of fresh
fruit and vegetables in G ermany and
Austria
DhlerGroup
Riedstrae
D-64295 Darmstadt D armstadt +49 (0)6151/306-0 +49 (0)6151/306-278 m ai lb ox @ do eh le r. co m w ww .d oe hl er. co m
The D hlerGroup is one of the
leading international manufacturers
of fruit juice conc entrates, fruit
preparations for food the beverag e
industry.
Hlscher FrchteUlmenstr. 275, 40468Dsseldorf D sseldorf 0049-(0)2 11-42 43 26 0049-(0)211-41 20 19
www.hoelscher-
fruechte.de/ Ms. Veronika Hlscher
Delivers to restaurants, hospitals,
large-scale catering, pension homes,etc...
Fruc htimport
vanWylick GmbH
Ra ther Strae 25
40476 D seldorf D sseldorf +49 (0)211 9488-300 +49 (0)211 9488-399 www.vanwylick.de
vanWylick trades fruit and veg etablesfrom Europe and overseas just in
time
OGL FOOD T RADE
Lohstr. 25 b, 85445 Erding,
B ayern E rding +49-(0)8122/892040 +49-(8)122/8920489 www.ogl-foodtrade.com
Merkur Frucht Freiburg GmbH
Hans-B unte-Strae 1379108 Freiburg
Freiburg
+ 4 9- (0 )7 6 1- 51 0 47 -0 + 4 9- (0 )7 6 1- 51 04 7 -6 0
www.merkur-frucht.deMr. Michae l Hordzewitz
Ernst R ickertsen Trockenfrucht
Import
Handelsgesellschaft mbH
Biedenkamp 13a,
D-21509 G linde bei Hamburg G linde +49 40 6549760 +49 40 6539206 / 207 [email protected] www.erik.de Mr. Albrech t La ndtInternational ac ting importer of dried
and frozen fruits, edible nuts
ZI E L E R & COLiebigstrae 10122113 H amburg H amburg +49-(0)40-4192868-0 +49-(0)40-4192868-20 www.zieler.de
international compa ny for the import,
export and wholesa le of dried fruits,
nuts, seeds, ce real products and nutspreads.
Dole Germany OHG
Stadtdeich 7
20097 H amburg H amburg www.dole.de
La rge importer and distributor of
complete range of fruits and
vegetables
EDE KA Aktiengesellschaft
Gesc hftsbereich Fruchtkontor
New-York-Ring 6
22297 H amburg H amburg +49-(0)40 6377 - 2585 +49-(0)40 6377 - 2154 www.edeka.de
Fruc hkontor is the import departmentof EDE KA, one of the major German
retailers
Cobana F ruchtring GmbH & Co.
K G Neue Burg 2
20457 H amburg H amburg +49-(0)40-30 30 5-0 +49(0)40-30 30 5-197 [email protected] www.cobana-fruchtring.comMr. Jrgen Borusze wski
(CE O)
Larger importer, mainly for apples,
tomatoes, onions a nd table grapes
NORDGE M SE H AM BURG
KROG MANN KG
Barsbtteler Strae 67, 22043
Hamburg H amburg 0049-(0)40-65 40 94-0 0049-(0)40-65 49 2480 in fo @ no rd ge mu es e .d e w ww .n or dg e mu es e .d e Mr. Wilhelm Krogmann
Fresh a nd frozen fruits andvegetables, but mostly regional
products
FFF Fresh Fruit CompanyGmbH
Oberhafenstrasse 1, D-20097Hamburg H amburg 049 - 40 - 32 52 97 28 049 - 40 - 32 52 97 31 ch@ freshfc.de www.freshfc.de Mr. Christian Hencke
Schlote Frchtegrohandel
GmbH
Am Tnniesberg 16-18, 30453
Hannover H annover 0049-(0)511-46 30 30
0049-(0)511-46 51 86
info@frucht-schlote .de w ww .frucht-schlote .deMr. Karsten Mnkel
Edible nuts trader
Bayernwald FrchteverwertungGmbH
Sc hwanenkirchner Str. 27,94491 H engersberg H engersberg +49 (0) 9901 / 18 - 0 +49 (0) 9901 / 18 - 175
benjamin.philipp@bayernwal
d.com www.bayernwald.com Mr. Benjamin P hilippImporter and proces sor of fruit juiceconce ntrates, frozen fruit, fruit puree
Horst Walberg Trockenfrucht
Import GmbH (HOWA)
Henstedter Strae 21
24629 K isdorf K isdorf +49/(0)4193/98190 +49/(0)4193/981950 [email protected] www.howa.deImporter of dried fruits and edible
nuts
Fruchthof Gleichmann GmbH
Hans-B ckler-Str. 17
56070 K oblenz K oblenz
+49 (0) 261 80820
+49 (0) 261 808219
www.fruchthof-
gleichma nn.de Mr. Werner Ohlig
Full range of fresh fruits and
vegetables
Fruchthansa GmbH
Urfelder Str. 65
50389 W esseling K ln +49 2236 92 91-0 +49 2236 92 91-499 [email protected] www.fruchthansa.de Mr. Ralf Haess yLa rger importer of full range of fruits
and vegetables
Fresh Fruit Handelsgesellschaft
mbH
Am U mfluter 3
04862 Mockrehna /OT
Audenhain L eipz ig +49-(0)34244 572 0 +49-(0)34244 572 11 Mr. Uwe S eelbach
Import and distributer of fruits and
vegetables. C lients: small traders,
catering, hotels, restaurants
Eschenbaum Arno Schmal
Fruits & Vegetables
Gromarkthalle 2, Stand 38 /39, Thalkirchner Strae 81,
81371 Mnchen Mnchen
0049-(0)89-74 66 43 01 /
02 www.arnoschmal.de Mr. Arno Schma l
Hahn GmbH & Co. KG
Thalkirchener Str. 81
81371 Mnchen Mnchen 0049-(0)89 - 7463 660 0049-(0)89 - 7463 6663 hahnmuenchen@ t-online.de
www.hahnmuenchen.d
e Michele Sa vignanoTable Grapes from Italy, Greece
Turkey
Mario Andretta & Co.
Fruchthandelsgesellschaft
m.b.H.
Thalkirchner Strae 81
81371 Mnchen Mnchen +49-(0)89/72615-0 +49-(0)89/72615-42 af@ andretta.de www.andretta.de Ms. Annamaria AndrettaImporting fruits and vege tables
mainly from Greece and Turkey
Hausladen
Fruchthandelsgesellschaft mbH
Sc hftlarnstrae 8Gromarkthalle
81371 Mnchen Mnchen +49-(0)89/7 20 14-0 +49-(0)89/7 20 14-50 [email protected]
www.hausladen-
frucht.deFull rang e importer with focus on
table grapes, tomatoes, citrus fruits
Andreas Kupfer & Sohn GmbHLeyher Strae 10790431 Nrnberg Nrnberg +49 (0) 911 32477-0 +49 (0) 911 32477-10 [email protected] www.kupfer-sohn.de
Full range importer based inNrnberg and Munich
Fijol Import Export GmbH
Detolderstrasse 217, 33397
R ietberg R ietberg 0049-(0)5244 1652 0049-(0)5244 5987 [email protected] www.fijol.de
Direct import of fruits, vegeatbles,
fruit juice concen trate, mushroomsand tinned food from Ea stern Europe
(Polen, Hungary, Czech Republic)
UWE JOB MANN GMBH
B usweg 18, 21218 S eevetal S eevetal 0049-(0)4105-6136-0 info@j obmann-gmbh.de w ww .j obmann-gmbh.de Mr. Uwe Jobmann
Trade frozen fruit and vegetables,
also for industrial us e, fruit juice
concentrate, mushrooms
Ubina T rockefrchte (dried
fruits)
Bltbek 21,
22962 S iek S iek
0049-(0)4107-90 75 50
0049-(0)4107-90 75 52 9 [email protected] www.ubina.deMr. Arschak V artan Melik
As lanian Dried F ruits worldwide
Prima Fruchthandels GmbH
Grossma rkt, 70327 Stuttgart,
G ermany S tuttgart 0049-(0)711-48 60 370 0049-(0)711-48 60 3718 in fo @ pri ma -fru ch t. de w ww .p ri ma -fru ch t. de Mr. Andreas Nkotos
Lis t of German Fruit and Vegetables Importers G ermany 2009
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This Project is financed by the European Union
Support to Export Promotion and Investment Attraction inthe Republic of Moldova
EuropeAid/126810/C/SER/MD This Project is implemented by a Consortium led by GFAConsulting Group
26