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The Road to Japanese Agricultural Products Exportapip-apec.maff.go.jp/members/2014/06/20/files/10...
Transcript of The Road to Japanese Agricultural Products Exportapip-apec.maff.go.jp/members/2014/06/20/files/10...
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The Road to Japanese Agricultural Products Export
1 Copyright (C) 2014 Marubeni corp. All rights reserved. Photo by Komei K.
2014 APEC
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Komei KONDO
1991 Marubeni Tokyo Feed Grain Department 1997 Marubeni New York Grain Dept. 1998 Marubeni Portland, OR Grain Dept. 2001 Marubeni Tokyo Trading Manager Grain Dept. 2006 Marubeni Tokyo General Manager Feed Grain & Stuff Dept. 2009 Marubeni Paris General Manager Paris Milan Food Dept. 2011 Marubeni Paris General Manager Europe Food Division General Manager Paris Milan London Food Dept. 2014 Marubeni Tokyo Director, Agricultural Products Units General Manager Agricultural Products Dept.
Session Speaker
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Agenda
3
Marubeni Grain Trade
Distribution Network
Japanese Agricultural Products Export
Basic Strategy for the Export Strategy 1
Standardization and Branding
Transparency and Fluidization of commerce
Strategy 2
Strategy 3
Rice Trade
Market Comparison
Land Area Comparison
Keywords
World/Asia Statistics
Brown rice, White Rice
Copyright (C) 2014 Marubeni corp. All rights reserved.
Marubeni Food Supply Chain
Lead to greater
Liquidity of Farm products
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Passion to change the world
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Marubeni Covers Full Spectrum of Food Value Chain
Downstream Upstream
Raw sugar
Coffee, Fruit Juice
Corn
Soybeans
Wheat
Rice
Seafood
Meat
Farm Produce
Sugar
Farm Produce
Feedstuff
Flour
Isomerized Sugar
Distillatory Barley
Food Soybean
Vegetable Oils
Coffee Beans
Tea Leaf
Seafood
Meat Beef
Chicken
Pork
Chicken Egg
Milk
Beverage
Bakery
Noodles
Salmon, Trout
Confectioneries
Shrimp
Pickle
Powder Drinks
Alcoholic Drinks
Tofu
Daily Products
Fruits, Vegetables
Farm Produce
Seafood
Meat
Delicatessen
Grocery
Daily Products
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Marubeni FOOD Supply Chain
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Downstream Upstream
Trade Income Investment Return
Business Model of Food Group Marubeni FOOD Supply Chain
logistics
Retail Wholesale Manufacture Processing
Raw Material Procurement
Trade Trade Trade
Wide variety of Business Fields and Merchandise logistics logistics
Investment Investment Investment Investment
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Strengths in Each Sector of Supply Chain
Downstream Upstream
Maximizing the sales in each sector of Supply Chain from upstream to downstream
Columbia Grain, Inc. (U.S.)
(Marubeni 100%)
Logistics, export, and domestic sales of grain. Has logistics network covering 6 states in North America, and export terminals from which 4 million tons of grain (about 35% of wheat shipment from the American West Coast) is exported to all over the world, including 1.8 million to Japan.
Grain export elavator in Sao Francisco do Sul, handling 2.5 million tons of grain annum.
Terlogs Terminal Maritimo (Brazil) (Marubeni 100%)
First among trading companies, and second after Zen-Noh in the manufacturing, processing, and sales of feed.
Marubeni Nisshin Feed Co., Ltd. (Marubeni 60%)
Marketing of meat and processed products
Marubeni Chikusan (Marubeni 100%)
Marketing of table egg and egg products
Marubeni Egg (Marubeni 60%)
Marubeni Foods (Marubeni 100%)
Sales of coffee, tea and general processed foods
Nacx Nakamura (Marubeni 83.5%) Frozen / Chilled Foods wholesale
Yamaboshiya (Marubeni 77.6%)
Confectioneries wholesale
Benirei (Marubeni 98.8%) Wholesale of seafood and commercial cold storage
Tobu Store (Marubeni 30.2%)
Supermarkets 60 stores
Maruetsu (Marubeni 29.9%)
Supermarkets 259stores
Daiei (Marubeni 29.5%)
Supermarkets 454 stores
Marubeni‘s Strengths
Wholesale Food Materials Processing
・Grain Handling volume 22 million ton (No.1) *
・ coffee bean 30% (No.1) *
・Assorted Feed 11% *(No.1) ・Broiler breeder 80% (No.1)
・Yamaboshiya (Confectioneries) ¥237 billion (No.1 in Japan)
・Nacx Nakamura
(Frozen/Chilled food) ¥114 billion (No.3 in Japan)
*among Japanese Trading Houses *among Japanese Trading Houses
・ Daiei ¥ 977 billion (No.3 in Japan)
・ Maruetsu ¥ 337 billion
(No.1 In the Tokyo Metropolitan Area)
Retail <Import Share and Ranking*> <Market Share>
(Company Estimates) <Sales> <Sales>
7 (FY2010)
Nippon chunky broiler (Marubeni 100%)
Production of 4 mil. broiler breeder per annum (80% share in Japan)
Sotetsu Rosen (Marubeni 20%) Supermarkets 52 stores
Marubeni FOOD Supply Chain
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Grain Terminal Commercial Farms &
Meat Processing Feedmill
Logistics & Retail Sales
Grain Trading From Overseas
Marubeni Chikusan
Pacific Grain Terminal
Marubeni Grain 2013 8
Food Value Chain in Japan
Transaction volume
3.5 mil MT
Production volume
2.8 mil MT
• Marubeni has established Poultry & Swine Integrated business platform from Grain Trading to Meat Sales in
Japanese Market.
Beef, Pork & Chicken from our feedlot, swine & broiler farms
Logistics of delivery truck throughout Japan
Import volume of grains & oilseeds
5.0 mil MT
Grain Terminal Commercial Farms &
Meat Processing Feedmill
Grain Trading From Overseas
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Grain Trade Over view
market origination
Silos, Port Terminals etc
North America
South America
FSU
China & Asia
EU
MENA
Corn Soy Bean
Corn Soy Bean
Wheat Barley Corn Soy Bean
Wheat Barley Corn Soy Bean
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Gavilon Acquisition
Marubeni Grain 2013
• Leading commodity management firm in U.S.(Headquartered in Omaha/ 2,000 Employees). • Gavilon has over 140 country elevators across the states and the major export terminal(KEC) at Pacific Northwest. • Gavilon also has developed international business in Australia, Brazil and the Black Sea areas.
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0
5,000
10,000
15,000
20,000
25,000
30,000
FY2008 FY2009 FY2010 FY2011 FY2012 Corn/Milo Oilseeds Wheat Soybean Meal
25 million 22 million
21 million 18 million
14 million
Marubeni Group handle 55 million tons annually.
Grain Trade Volume
Copyright (C) 2014 Marubeni corp. All rights reserved.
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Expanding of origination capacities
Domestic Grain Loading Capacities in U.S. market
• Marubeni/Gavilon have developed the 2nd largest grain loading capacities in USA with over 180
origination terminals.
(Unit:Million Tons)
Source:Aggregated data from “Grain & Milling Annual”
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Marubeni/Gavilon Global Network
CGI
Amaggi
Molino
Terlogs
ADM
CGTI
MGTA
Senalia
Sinograin
Marubeni Paris
Marubeni Cairo
HIC
New Hope Liuhe Maru
beni HQ
Marubeni Australia Explanatory Notes
:Marubeni HQ & branch offices
:Marubeni subsidiaries
:Partners
Kalama
BrisbaneQB
T
SENALIA
GavilonOmaha
GavilonGeneva
GavilonBrazil
• Marubeni is forming global supply and sales networks all over the world.
• Marubeni strengthened the origination capacities in US and Australia after the Gavilon acquisition.
SUMMA/OZK
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We trade various items in the entire world .
however
Food export from Japan is very limited.
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Agri-Products Export
We are strongly focusing on and targeting at this market along with the grain
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Commodity
Production
Market Size
Corn 860 million tons US$ 250 billion
Soy Bean 270 million tons US$ 160 billion
Wheat 660 million tons US$ 190 billion
Rice 470 million tons US$ 240 billion
Fruits & Vegetables
2.4 “billion” tons
US$ 580 billion
Market Comparison
Copyright (C) 2014 Marubeni corp. All rights reserved.
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# 44th France
640,303
0.43%
①Russia 17,098,242 11.5%
②Canada 9,984,670 6.7%
③USA 9,629,091 6.5%
④China 9,596,961 6.4%
⑤Brazil 8,514,877 5.7%
⑥Australia 7,692,024 5.2%
unit:square km
# 62nd Japan
377,930
0.25%
# 63rd Germany
357,121
0.24%
# 72nd Italy
301,336 0.20%
Japan = Not Small + Rich Water Supply
Agri-Products Export
Land Area Comparison
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How can Japan become a major exporter of Food ?
Agri-Products Export
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TPP/FTA
Food Safety Distribution
& Processing
Quarantine, Custom
System, Law, Regulation
Branding
Cross Border EC
Halal
Futures
Fixed Temperature Management
Currency
Transparency
Customer Services,
Complain Risks
Copyright (C) 2014 Marubeni corp. All rights reserved. Photo by Komei K.
Keywords
Agricultural Products Export
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Transparency and
fluidization of commerce
Build Distribution Network
Standardization and
Branding
Food Export
Lead to greater
Liquidity of Farm products
Basic Strategy
Strategy 1
Strategy 2
Strategy 3
Copyright (C) 2014 Marubeni corp. All rights reserved.
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蓄冷材冷凍庫B 蓄冷材冷凍庫A
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 ④
コ
ン
バ 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 ③
保|
管ト
庫ボ 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 ②
ッ
ク
ス
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 ①
ダンボール圧縮機
セット室
産地コンテナ置場
洗浄機エリア 破材エリア
原料冷蔵庫
入・出荷口 入荷口
出荷待機場 加工室
衛生室
イフココンテナ・デポ
入荷事務所 廃棄物保管場所
15℃ Fixed Temperature
Management
-25℃ 5℃
20
< VEGETECH / Saitama Distribution and Processing Center >
【Established】: August, 2000
【Land Area】: 4,730㎡
【Invested Amount】: Approx. US$10million
Farm -Produce Distribution and Processing Center
Distribution Network Strategy 1
Copyright (C) 2014 Marubeni corp. All rights reserved.
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Japanese Companies
(Consortium)
Logistic Companies MARUBENI Wholesalers
Investment or Cooperation Re-export
to other Countries
Distribution ●Frozen ●Chilled ●Normal
Farmers
Oversea Companies
(Consortium) Establish “Japanese Style” Distribution Center in each major cities
・Storage (Frozen, Chilled, Normal) ・Processing (Cut, Re-packing) ・Distribution (Frozen, Chilled, Normal) ・Sales Operation ・Import/Export Operation
Farmers
Food Products from origins besides Japan
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the major cities “HUB” Project
Distribution Network Strategy 1
Supermarkets
Restaurants
The other
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Food Distribution “HUB” Project
Fixed Temperature Management and Processing HUBs are “Key issue” for distributing Farm -Produce.
Shanghai
Ho Chi Minh
Singapore
Okinawa
Tokyo
Hokkaido
Osaka
Hong Kong Shenzhen
Our Office Location
Distribution Network Strategy 1
Manila
Taiwan
Bangkok
Copyright (C) 2014 Marubeni corp. All rights reserved.
Kuala Lumpur
Beijing
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Japan Made Products Exporting Council ( JPEC )
Farmers
Food Processors
Logistic/Finance/Media
Exporters
Standardization and Branding
etc
http://www.jpec-world.com
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Strategy 2
One of the projects adopted by Ministry of Agriculture, Forestry, and Fishery (MAFF), permitted to take action with MAFF’s budget.
Our aim is to gather Farmers, Food Processors, Distributors, and Exporters in order to develop and create Japanese food market mainly in Asian countries.
◆Hold export strategy meeting. ◆Market research. ◆Information sharing among JPEC members of the result of market research. ◆Gather information for council aim’s needs.
JPEC Organization
< Board of Directors > < Audit Department >
Auditor
< Secretariat >
Secretary-general
Special Member
Chairman Directors
Member
Supporting Member
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Standardization and Branding http://www.jpec-world.com
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Standardization and Branding
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Create Value Chain (Production-Distribution-Retail) of “Halal Foods”
ASEAN Halal Project Target Area
Global “Halal Foods” Market Approx US$ 654 billion
Middle East
North Africa
EU
Xinjiang Uighur
ASEAN
ハラル حالل Halāl
Strategy 2
Copyright (C) 2014 Marubeni corp. All rights reserved. Photo by Komei K.
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Standardization and Branding
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Strategy 2
Domestic Rice Market Report Issued by MARUBENI.
Premium rice
Standard rice
Economy rice
Yen
Yen
Yen
Per 60kg Per 60kg
Per 60kg
Per 60kg
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Transparent Distribution Product Flowing Sales
Stock Keeping Style Store Stock Sales
Product Flowing Style Internet Sales
Stock Keeping Style Internet Sales
Product Flowing Style
Stock Keeping Style
Fresh Products EC
incline
decline
REAL EC
Transparency and Fluidization of commerce
Strategy 3
General EC
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Consumers Farmers Whole-salers
Co-ops Collectors
“Black Box” in Rice Business String
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Farmers
Material Sourcing
Co-ops Collectors
Trading Houses Whole-salers
Consumers
Logistic Production
“Transparent Flow”
Long term storage Vague price structure
Clarify Liquidize Copyright (C) 2014 Marubeni corp. All rights reserved.
Transparency and Fluidization of commerce
Strategy 3
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B W
Current Export Scheme for CHINA
Milling Fumigating White Rice
Export Retail
Export in “Brown” Rice Form
Milling Fumigation Export Retail
Fumigating Brown Rice
B W P
oo
r Qu
ality by
Fum
igating
Wh
ite R
ice
B W
Rice Trade Brown Rice, White Rice
B
Po
or Q
uality b
y Fu
migatin
g W
hite
Rice
Po
or Q
uality b
y Fu
migatin
g W
hite
Rice
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World Production - 2012
30 Source : USDA - FAS
Rice Trade
155
151
113
14
15
0.7
0.7
0.5
others
6
4
2
2
1
reference : ① CHINA 140 (30%) ⑥ THAILAND 20 (4%) World TOP 10) ② INDIA 100 (21%) ⑦ MYANMAR 11 (2%) ③ INDONESIA 37 ( 8%) ⑧ PHILIPPINES 11 (2%) ④ BANGLADESH 34 ( 7%) ⑨ BRAZIL 8 (2%) ⑤ VIETNAM 27 ( 6%) ⑩ JAPAN 8 (2%)
unit : million metric tons (milled rice basis)
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31 Source : USDA - FAS
Rice Trade
37
27 20
4 11
11
1
2
MYANMAR
THAILAND
INDONESIA
MALAYSIA
CAMBODIA
LAOS
VIETNAM
PHILIPPINES
140
CHINA
Asia Production - 2012
⑩ Japan 8 ( 2%)
reference : World TOP 5 ) ① CHINA 140 (30%) ② INDIA 100 (21%) ③ INDONESIA 37 ( 8%) ④ BANGLADESH 34 ( 7%) ⑤ VIETNAM 27 ( 6%)
unit : million metric tons (milled rice basis)
Our Office Location
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11
6
2
他
6
1
6
World Import - 2012
32 Source : USDA - FAS
Rice Trade
1
2
4
unit : million metric tons (milled rice basis)
reference : ① NIGERIA 3.4 (9%) ⑥ IRAQ 1.5 (4%) World TOP 10) ② CHINA 2.6 (7%) ⑦ COTE D’IVORE 1.5 (4%) ③ INDONESIA 2.0 (5%) ⑧ SENEGAL 1.2 (3%) ④ IRAN 1.8 (5%) ⑨ EU 1.2 (3%) ⑤ PHILIPPINES 1.5 (4%) ⑩ SAUDI ARABIA 1.2 (3%)
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2
THAILAND
INDONESIA
Asia Import - 2012
33 Source : USDA - FAS
SINGAPORE
HONG KONG
VIETNAM
PHILIPPINES MALAYSIA
Rice Trade
0.6
1
0.4
0.1
0.4
2.6
CHINA
1.5
Our Office Location
unit : million metric tons (milled rice basis)
reference : World TOP 5 ) ① NIGERIA 3.4 (9%) ② CHINA 2.6 (7%) ③ INDONESIA 2.0 (5%) ④ IRAN 1.8 (5%) ⑤ PHILIPPINES 1.5 (4%)
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Japanese Rice Export Statistics
34
376 408 634 967 940
1,294 1,312
1,898 2,129
2,202 3,121
508
574
505
442
561
495
415
364 321 330
330
200
250
300
350
400
450
500
550
600
0
500
1,000
1,500
2,000
2,500
3,000
3,500
2003年 2004年 2005年 2006年 2007年 2008年 2009年 2010年 2011年 2012年 2013年
数量(トン)
左軸
単価(千円)
右軸
Quantity (MT) Left
Quantity (MT) Left
Source : MAFF, Ministry of Finance
Rice Trade
Unit Price (JPY thousand)
Unit price (JPY thousand) Right
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
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Destination of Japanese Rice / Share of 2013
35
2013
Source : MAFF, Ministry of Finance
単位:トン
Rice Trade
Hong Kong Singapore
Australia Taiwan
USA China
etc
2009 2010 2011 2012 2013
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