Proceso de exportacion Westfalia - Finagro · PDF fileWestfalia is the largest avocado grower...
Transcript of Proceso de exportacion Westfalia - Finagro · PDF fileWestfalia is the largest avocado grower...
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Dr Hans Merensky: 1871 – 1952
• Born in South Africa on fathers mission station. Studied inBerlin, Germany. PhD in mining engineering
• Moved to SA, became wealthly on SA stock exchange, lost fortune and
The Hans Merensky Heritage
• South Africa’s most famous prospector and mining geologist,scientist, nature conservationist, philanthropist
• Moved to SA, became wealthly on SA stock exchange, lost fortune and interned during First World War
• Discovered alluvial diamonds on West Coast, platinum and chrome reefs, vermiculite, phosphates and copper, worlds largest chromedeposit
• Bought Westfalia Estate in the 1930‘s, established new farming methods and restored the viability of farming in the area
• Donated funds to South African Universities
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Dr Merensky established The Hans Merensky Trust in 1949 in order to:
• Continue with his projects in agriculture and forestry whilst ensuring water and soil conservation and reclamation;
The Hans Merensky Heritage
ensuring water and soil conservation and reclamation;
• Benefit the South African people and especially the employees of the Trust through these activities.
The Hans Merensky Foundation was founded in 1973
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Hans Merensky Holdings is the holding company of the Hans Merensky Group, and is an enterprise based on sustainable natural resources.
A bio-resource company….
Corporate Structure
sustainable natural resources.
The vision is to grow and add sustainable economic value through exceptional practice, applied research, and continuous development into the respective value chains. To be the benchmark in environmental management and social awareness.
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Westfalia is the largest avocado grower in Southern Africa, it’s brand is recognized globally. It is also a major supplier of mangoes, various processed fruit products and various other crops. It’s nurseries and research facilities are important contributors to the production of high quality produce
Corporate Structure
Merensky Timber engages in forestry, saw-milling, veneering, manufacturing, nurseries, marketing, research and development and production of high quality timber for furniture, paneling, joinery, laminating and construction
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• International marketing company with offices in South Africa, United Kingdom, The Netherlands and France:-
– Westfalia Marketing S.Africa
– Greencell Ltd UK
– Westfalia Marketing BV Netherlands
– Comexa SA France
• Westfalia markets fruit from third parties over 15 millons cartons of
Westfalia Marketing
• Westfalia markets fruit from third parties over 15 millons cartons of the freshest avocados
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Ripe & ReadyRipe & ReadyRipe & ReadyRipe & Ready
Prepacked, “ready to eat”Prepacked, “ready to eat”Prepacked, “ready to eat”Prepacked, “ready to eat”
avocados are very successful avocados are very successful avocados are very successful avocados are very successful
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Avocado oilAvocado oilAvocado oilAvocado oil
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GuacamoleGuacamoleGuacamoleGuacamole
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Con más de 20 años de experiencia produciendo fruta, nos hemos convertido en una de las mayores exportadoras del país. En nuestros inicios sólo partimos con uva de inicios sólo partimos con uva de mesa, pero con el paso del tiempo nos hemos ido expandiendo a otros mercados. Hoy en día contamos con envíos a todas partes del mundo, incluyendo paltas, cítricos, kiwis, cerezas, granadas y, por supuesto, uva de mesa.
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A los pocos años de nuestro nacimiento, alcanzamos más de 1.000.000 de cajas de uva de mesa, y luego nos embarcamos en la producción de kiwis, clementinas, producción de kiwis, clementinas, naranjas, paltas, granados y cerezas, además de seguir creciendo en el mercado de la uva. En las diferentes plantas a lo largo del país,
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Proceso de exportación
Westfalia Fruit Colombia Westfalia Fruit Colombia
Primera Temporada 2012 - 2013
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Huertos
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Cosecha
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Identificación Canastillas
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Inmersión
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Empaque
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Segunda TemporadaWestfalia Fruit Colombia
Packing Guarne
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Nuevos Huertos
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Instalaciones
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Palletizaje
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Cuartos Fríos
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Cargue
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Inspección en puerto
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Atmosfera Controlada
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Video
Packing Guarne Westfalia Fruit Colombia
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Mercados Internacionales
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Consumo per cápita
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Consumo USAConsumo USA
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Principales Productos en el Mundo
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Panorama Global de las 4 Principales Frutas Comercializadas
Fruta BANANOS MANGOS PIÑAS AGUACATES
Producción Mundial (tons) 69.200.000 34.350.000 19.200.000 3.555.000
Principales Productores 77,11% 75,70% 73,29% 79,27%
India 26,85% 39,74% 6,80%
China 10,66% 11,58% 7,30% 2,81%
Brazil 9,58% 3,70% 12,98% 4,14%Brazil 9,58% 3,70% 12,98% 4,14%
Ecuador 7,98% 0,23% 0,69% 1,13%
Filipinas 6,20% 2,57% 11,51%
Costa Rica 2,84% 8,46%
México 2,56% 5,40% 3,57% 33,19%
Chile 7,31%
Indonesia 4,65% 5,86% 6,63% 7,26%
Estados Unidos 5,88%
Rep. Dominicana 5,26%
Colombia 3,61% 0,52% 2,27% 5,20%
Perú 0,85% 4,39%
Guatemala 2,18% 1,20% 2,70%
Tailandia 5,24% 11,87%
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Toneladas Producidas & Toneladas Transadas Internacionalmente
AGUACATES
Análisis de Frutas Tropicales de
Importancia
0 50.000.000 100.000.000
BANANOS
MANGOS
PIÑAS
BANANOS MANGOS PIÑAS AGUACATES
Oferta Internacional 13.850.000 920.000 1.830.000 800.000
Producción Mundial 69.200.000 34.350.000 19.200.000 3.555.000
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Principales Mercados de Destino
BANANOS MANGOS PIÑAS AGUACATES
Mercado Internacional (tons) 13.850.000 920.000 1.830.000 800.000
Porcentaje de la Pn transado 20,01% 2,68% 9,53% 22,50%
Estados Unidos 25,85% 33,26% 38,91% 52,50%Estados Unidos 25,85% 33,26% 38,91% 52,50%
Unión Europea 32,58% 26,52% 48,14% 30,38%
Japón 9,05% 1,30% 7,87% 4,63%
Canadá 3,40% 5,11% 4,92% 3,63%
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Principales Países Oferentes al Mercado Internacional
Principales Exportadores BANANOS MANGOS PIÑAS AGUACATES
Ecuador 39,52% 4,46% 4,92%
Costa Rica 12,38% 0,76% 73,77%
Filipinas 14,61% 2,93% 14,21%
México 24,13% 2,68% 47,50%
Colombia 12,54%
Chile 20,50%Chile 20,50%
Perú 9,02% 6,63%
Suráfrica 5,63%
Israel 5,38%
España 4,50%
Rep. Dominicana 1,66% 2,50%
Guatemala 12,18% 2,28% 2,57%
Brasil 14,57% 1,80%Pakistan 13,80%
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Consumo Per Cápita en los Principales Mercados de Destino
Consumo Per cápita (gramos) BANANOS MANGOS PIÑAS AGUACATES
Estados Unidos 9700 989 2300 1900
Canadá 13860 1370 2650 800Canadá 13860 1370 2650 800
Unión Europea 11300 600 2000 540
Japón 9800 184 1300 294Rusia 6000 21 200 34
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Comportamiento del Consumo en Algunos Mercados de Destino
Crecimiento Mercados BANANOS MANGOS PIÑAS AGUACATES
(Últimos 10 años)
Estados Unidos -11% 35% 181% 657%Estados Unidos -11% 35% 181% 657%
Rusia 427%
Canadá 231%
Japón 16% 25% 70% 145%Unión Europea 50% 174% 213% 53%
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NUEVA ESTRATEGIA NACIONALFRUTAS DE VOLUMEN
Propuesta de priorización estratégica en cinco frutas frescas, periodo (2012-18)
Aguacate (Hass)
Mango (Kent, Haden, Azúcar y Ataulfo)Mango (Kent, Haden, Azúcar y Ataulfo)
Piña (MD2 – Golden – Oro Miel)
Papaya (Tainung)
Limón (Lima Tahiti)
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Principales Mercados Externos Actuales y Potenciales (para Colombia)
FRUTA USA CANADA EUROPA CHILECENTROAMERICA
& CARIBE
Aguacate Potencial OK OK Potencial OK
Mango T102* OK OK Potencial OK
Piña OK OK OK OK OK
Lima Tahiti OK OK OK OK OK
Papaya CFR319.56 OK OK Potencial OK
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Matriz de SubproductosAlternativas de Transformación
FRUTA/PRODUCTO 1 2 3
AGUACATE PULPA CONGELADA GUACAMOLE ACEITE
MANGO DESHIDRATADO CONCENTRADO JUGO SIMPLE
TROZOS IQF CHUTNEY LIOFILIZADO
PIÑA LATA: RODAJAS JUGO SIMPLE CONCENTRADO
DESHIDRATADA LIOFILIZADA REPOSTERIA
PAPAYA TROZOS IQF PULPA CONGELADA JUGO SIMPLE
DESHIDRATADA LIOFILIZADA
LIMA TAHITI JUGO SIMPLE DULCE CONCENTRADO
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FRUTAS DE VOLUMEN !!
AGUACATE HASS
MANGO (KENT – KEITT – HADEN –ATAULFO)ATAULFO)
LIMA TAHITI
PIÑA (MD2 – GOLDEN)
PAPAYA MARADOL
MELONES (CHARENTAIS – CANTALOUPS)