Pacific PARDI Project; - The University of Adelaide PARDI Project; Whole of Chain Research on the...
Transcript of Pacific PARDI Project; - The University of Adelaide PARDI Project; Whole of Chain Research on the...
Pacific PARDI Project;
Whole of Chain Research on the Fiji Food Industry
Craig Johns
Global Food Studies
University of Adelaide
Fiji Trip
w/c 18th August 2013
Presentation Plan
1. Background
2. Fiji Retail Transformation Project
3. Early Insights
4. Next Steps
Background
Global Retail Transformation What is happening globally?
Consumers are changing their shopping behaviour
Purchasing different products from more modern types of retail outlets
Why?
Drivers include; private sector investment in food chains, greater product choice,
urbanisation, time poor consumers and more disposable income
Potential Impacts and Implications
Small local suppliers can not always respond to the retailer requirements of quality,
consistency, volume and new transaction methods
Policy makers and other industry stakeholders are faced with tough decisions on food
security, import substitution and what is best for the local agricultural sector and local
consumers
Therefore it is important to understand what is happening in the Fiji food
industry
Some Import Figures
Raw Data provided by Fiji Bureau of Stats
Trade Figures
Increased prices can be explained by tariff increases and the
20% depreciation of the $FJD in 2009
Hotels still require these key ingredients and over the same
period tourist figures are up, so why has volume of some
imported produce almost halved?
Has increased import prices encouraged hotels (and supermarkets) to
source more locally?
Have local farmers and traders been able to supply more produce?
Is the Fiji food industry transforming? At what rate? What effect is
it having along the whole chain?
These are the questions that prompted further research
Pacific PARDI Project
PARDI stands for ‘Pacific Agribusiness Research for
Development Initiative’
Funding is through the Australian Centre for
International Agricultural Research (ACIAR)
University of Adelaide’s role in PARDI is to;
Identify market and chains capable of increasing livelihood benefits
Identify researchable constraints in these chains
Develop research based interventions with our collaborative
partners
Fiji Retail Transformation
Project
Fiji Retail Transformation Project partners include USP, SPC, FBOS, Fiji Ministry of
Agriculture, Fisheries and Forests and UNWomen
Progress in 2012
Completed 1000 urban household surveys on consumer preferences and
shopping patterns
Interviewed all major supermarket chains, a selection of hotels & resorts across
Viti Levu and all major Fiji food processors
Plans for 2013
Survey Fiji Producers to find out their perspective
Survey Fiji Traders later in 2013 or early 2014 to understand how they link
producers to the markets
Early Insights
Larger Tourist Destination Resorts Warwick, Naviti, Outrigger, Shangri-La & Intercontinental
Smaller Transit and Conference Hotels
Novotel Nadi & Lami, Mercure, Tanoa Nadi and Suva, Holiday Inn
Vegetable Chain Map into Fiji Hotel & Resorts
Early Insights from Hotels and Resorts
Better understanding of;
The Hotel and Resort sector in Fiji
Differences between transit hotels and larger destination resorts
Hotel requirements and constraints
Price and freshness incentives to buy local
Capability of middleman to service large resorts is limited
Resorts need consistency, reliability and volume
Retail Outlets
Supermarkets
Speciality Stores, Corner shops
Retail Outlets
Municipal Markets
Roadside Stalls / Fast food
Fiji Retail and Food Service Fruit and Veg Map
Early Insights from Supermarkets
Supermarkets use centralised buying for imported fruits and
vegetables but rely on individual store managers to source local
produce
Local supply to individual supermarkets is made up mainly of
farmer/middlemen who collect produce from the local region
Supermarkets aim to be a ‘one stop’ shop for consumers but
price and space pressure is seeing some reduction in the range
of produce offered
Supermarkets in close proximity to municipal markets focus more
on imported fruits and vegetables rather than compete on local
produce
Source: Richard Beyer’s report ‘The supply of local fresh fruits and vegetables to supermarkets’
1000 Urban HH Surveys across Suva and Nadi
15 pages long, 2 hours to conduct
79 different food categories
Fiji Householder Consumer Survey
Fiji Householder Consumer Survey Not only asking questions about ‘What’ and ‘How Much’ but also
‘From Where’, ‘Why’ and ‘How has purchasing behaviour
changed’
Covers 8 different types of food outlet
Supermarket
Roadside Stall / Hawker
Corner shop / Butcher and Bakery
Fish Market
Main market in town / city
Restaurant
Fast Food
Service Station
Results are still being analysed but I have some early insights I
can share
Average consumer
21
Household members 4-5
Employment
Wage/ Salary employee (41.8%)
Unemployed/ Retired (24.2%)
Unpaid family/ community worker (14.6%)
Home ownership Owned 66.6%
Rented 28.6%
Religion
Christian (66.6%)
Hinduism (25.8%)
Muslim (6.2%)
Av. Distance to public transport 82.8 m
Average consumer meals
22
0
100
200
300
400
500
600
700
800
900
Every day 2-6 timesper wk
Once awk
2-3 timesper
month
Once amonth
Few timesper yr
Never
ready to eatmeals
delivery servicemeals
restaurantmeals
street stallmeals
home cookedmeals
Food Shopping patterns
Share of food spending by type of food outlet (percent of food expenditure)
Food shopping patterns Food products for which more than 50% of spending at Supermarkets
Wheat and Flour 99.2
Breakfast Cereal 99.2
Chocolate and sweets 99.1
Rice 98.9
Sugar and Salt 98.8
Coffee, Milo, Tea 98.4
Snacks 97.9
Oils 97.9
Noodles 96.8
Other dairy products 96.2
Breakfast crackers and other biscuits 94.3
Processed Seafood 94.1
Soda, Fruit juice & soft drinks 89.8
Processed or frozen vegetables 89.3
Processed Meat 80.4
Eggs 78.8
Fresh Onion 78.7
Fresh Garlic 78.1
Fresh Potato 77.8
Fresh Milk 77.4
Processed or frozen fruits 71.7
Beef, Lamb and Mutton (not processed) 50.4
Food products for which less than 4% of spending at Supermarkets
Fresh seafood (other) 2.9
Fresh Breadfruit 2.7
Fresh Beans 2.4
Fresh Mango 2.3
Fresh Banana 1.9
Fresh Brassica 1.9
Fresh Eggplant 1.7
Leafy vegetables 1.7
Fresh Cassava 1.3
Fresh Pineapple 1.2
Fresh Taro 0.5
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Frequency of shopping at each food outlet (%)
Super-
market
Rd side/
Hawker
Cnr shop
/butcher
Fish
market
Main
market Restaurant
Fast
food
Service
station Total
Everyday 1.3 0.8 9.9 0.6 0.4 0.4 0.2 0.3 1.7
2-6 times
per wk 8.9 23.4 45.4 1.8 9.4 2.8 1.3 3.5 12.1
Once a
wk 54.6 22.2 17.7 29.7 53.3 4.2 3 5.3 23.8
2-3 times
per
month
27.5 15.2 12.2 26.1 23.4 8.9 4.1 7.4 15.6
Once a
month 7.5 7.6 4.8 21.2 7.8 12.8 7.1 5.2 9.3
Only a
few times
a yr
0.2 11.1 3.7 10.1 3.1 34.2 26.6 14.5 13
Never 0 19.7 6.3 10.5 2.6 36.7 57.7 63.8 24.5
Total 100 100 100 100 100 100 100 100 100
Mode of Transport (%)
Super-market Rd side/ Hawker
Cnr shop /butcher
Fish market Main market Restaurant Fast food Service station
Average
On foot
21.4 66.4 78.8 14.8 10 14.9 8.7 24.9 29.9
Bicycle 0.2 0.3 0.2 0.1 0.2 0.3 0.3 0 0.2
Car 20.7 14.7 12.1 22.1 20.4 25.4 30.9 33.2 22.5
Public transp.
48.9 14.1 6.7 54.8 64.5 51.6 50.7 35.1 40.8
Taxi 8.7 4.4 2.1 8.1 4.9 7.5 8.7 6.5 6.4
Other 0.1 0.1 0.1 0.1 0 0.3 0.7 0.3 0.2
Total 100 100 100 100 100 100 100 100 100
Important characteristics for ‘where’ to shop Somewhat
important Moderately important Important Extremely important
Store is close to
toilets Air-conditioning Store is easy to get to Food is safe to eat (90.6%)
Ability to purchase on
credit
Store provides discount
(sale)
Food products are fresh
(89.5%)
Fixed price Availability of frozen and
processed food
High quality food products
(80.8%)
Product is unpackaged Low Prices (79.7%)
Fast service Food product information
Availability of produce year
round Cleanliness
Store sells imported
produce Wide variety
Delivery Service Easy to find (display)
Flexible prices Friendly staff
Can purchase small
amounts Store sells local produce
Store is close to other non-
food shops Better opening hours
Main reason for using each food outlet Major Reasons Minor Reasons
Supermarket Low prices
Store is easy to get to
Sells imported products
Store is close to toilets*
Rd side Low prices
Store is easy to get to
Frozen/ processed foods
Product information*
Corner shop Low prices
Store is easy to get to
Air conditioning
Delivery service*
Fish market Food products fresh
Low Prices
Store provides discount
Sells imported products*
Main market Food products fresh
Low prices
Fixed price
Friendly staff*
Restaurant Low prices
Store is easy to get to
Ability to purchase on credit
Sells imported products*
Fast food Low prices
Fast service
Year round availability
Sells local product*
Service station Opening hours
Low prices
Store is close to toilets
Store provides discount*
*- other equal value minor reasons
Retail outlet preference
Good price Best quality Safe and hygenic to
eat
Best product
information
Fresh fruit and
vegetables
Main market (67.8%)
Main producer
(22.1%)
Main market (62.7%)
Main producer (23.4%)
Main market (62.7%)
Supermarket (15.7%)
Main producer (15.6%)
Main market (57.9%)
Main producer (22.4%)
Supermarket (15%)
Fresh meat and
poultry
Cnr shop/ Butcher
(36.9%)
Supermarket (28.7%)
Cnr shop/ Butcher
(37%)
Supermarket (28.5%)
Cnr shop/ Butcher
(38.3%)
Supermarket (31.5%)
Cnr shop/ Butcher
(36%)
Supermarket (31.6%)
Fresh fish and
seafood
Main market (35.7%)
Fish market (34.9%)
Fish market (34.5%)
Main market (32.8%)
Fish market (36.3%)
Main market (33.7%)
Fish market (35.6%)
Main market (31.5%)
Other Supermarket (62.4%) Supermarket (65.8%) Supermarket (72.2%) Supermarket (68.2%)
Net consumption change in last 5 years
-20
-15
-10
-5
0
5
10
15Fresh fruit (16)
Processed food/Manufactured food (16)
Fresh vegetables (23)
Meat/ Eggs/ Nuts (13)
Carbs (6)
Fats/Oils/seasoning (3)
Dairy/ Cheese/ Yoghurt(2)
% Change
Biggest food concern
I am concerned about; Strongly Agree (%) Strongly Disagree
(%)
The quality of my food 89 <1
The safety of my food 88 <1
The price of food 82 6
Having enough food available 77 <1
The nutritional content of my food 77 2
Whether the food was stored properly (refrigerated) 69 1
Local growers being able to sell their products 65 <1
The accuracy of information on food labels and food displays 62 4
Availability of certain foods all year round 52 2
Bacterial contamination of my food 38 34
Food imported from outside Fiji 37 7
The accuracy of information regarding halal certification 31 12
The use of pesticides to produce my food 29 21
The use of additives, preservatives and artificial colours 21 24
Product information
Use of food labels Type of label used (apart from price)
32
Always 65.4%
Often 12.5%
Sometimes 20%
Never 2.1%
17.6%
76.46%
4.91% 1.02%
0
10
20
30
40
50
60
70
80
90
Nutritionalinformation
Use by/ bestbefore date
Local origin Other
Next Steps
Next Steps Further Analysis of HH Consumer Survey
By food outlet
By individual product and food groups
Key attributes influencing purchasing
By different consumer groups
Income, family size, religion, education, location
Changes over last 5 years
To determine
Patterns of shopping behaviour
Future food purchasing trends
Implications for Fiji Agriculture
Producer Survey
Future Activities in 2013 / 2014.
Producer Survey
Trader Surveys
Aust and NZ Tourist survey
The Producer Survey aims to examine: The patterns, determinants, and effects of participation of farmers
in evolving fruit and vegetable value chains in Fiji.
How this differs between:
Traditional and non-traditional market channels
Large and smallholders
Fijian and Indo-Fijian farmers
The role that women play in agricultural production and marketing in
Fiji.
35
Producer Survey
Producer Survey Action Plan: Workshop draft Survey
Develop sample (Department of Ag)
Pre-Test
Enumerator Training
Conduct Survey (September 2013)
36
Next Steps
Combine insights from all parts of the chain
HH Urban Consumer Survey
Retailer, Resort and Processor interviews
Producer and Trader survey
Future Aust and NZ Tourist survey
Share these insights and collaborate with partners to
address constraints and opportunities
Government Agencies
Private Sector
Industry Associations / NGO’s
Other Research Partners
Any Questions?
Vinaka vakalevu
Presenter:
Craig Johns
University of Adelaide
Global Food Studies
Contact Details: Room 5.03, 10 Pulteney St,
Adelaide SA, 5005
Phone (08) 8313 6765
Mobile 0407 013 332
Fiji Mob 9265766
Email [email protected]
Website http://www.adelaide.edu.au/global-food/