The Dutch and European horticulture market

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1 The Dutch and European horticulture market Where are the best opportunities Alfons van Duijvenbode - Harare, October 2016

2 Headlines 1. EU + NL horticulture imports 2. African supply to EU / NL 3. Trends shaping the EU market 4. How to access the EU Market?

3 Product scope Horticulture CATEGORY VEGETABLES FRUITS FLOWERS OTHER PRODUCTS Snow peas, Fine beans, Baby corn, Lychees, Avocados, Sugar snaps, Bird eye chilies, Serenade chilies, Baby corn, Baby marrow, Sprouts, Baby spinach, Sweet potatoes, Baby vegetables, Garden peas, Tenderstem broccolli, Baby corn, Butternut, High Care Prepared Vegetable mixes, Carrots, Red cabbage, Green asparagus Grapes, Passion fruit, Stone fruit, Kumquats, Pineapples, Strawberries, Mangoes, Papayas, Plums, Gooseberries, Physalis, Apples, Peaches, Nectarines, Plums Roses, Fresh cut flowers Coffee, Organic products, Protea, Summer flowers, Frozen gooseberry pulp, Frozen passion fruit pulp, Tea, Macadamia nuts

4 Part 1 - EU / NL Horticulture imports Import volumes and leading product categories

5 EU/NL Import volumes (,000 tons) CAGR EU 16,952 17,524 18, % - Supply from Africa 1,582 1,595 1, % - Supply from ZIM % share Zimbabwe 0.07% 0.06% 0.11% NL 1,937 2,137 2, % - Supply from Africa % - Supply from ZIM % share Zimbabwe 0.41% 0.28% 0.39% Excl. Citrus fruit (30,000 tons from Zim to EU) NL takes large share of ZIM exports, but share is down

6 Top 20 EU imports (mn tons) Leading couple: coffee (21%) and apples (17%) Grapes 9% / pineapples 7% # 1 vegetable: carrots (6%)

7 Nectarines Top 20 EU imports Star Performers Mangoes Avocados Sweet potatoes Peaches 25% 20% 15% 10% 5% 0% -5%

8 grapes cut flowers pineapples apples coffee avocados mangoes roses sweet potatoes fine beans carrots plums courgette nectarines broccolli cabbage tea peaches peas Top 20 NL imports (,000 tons) Top 3: grapes, cut flowers, pineapples (15/13/11%) 4-7: apples/coffee/avocados/mangoes 10-8%

9 Roses Cut flowers Avocados Top 20 NL imports Star Performers 80% 70% 60% 50% 40% Sweet potatoes 30% 20% 10% 0% -10% 0-20%

10 EU/NL Some observations NL large (13%) share cut flowers plus NL large share for fresh tropical fruit EU NL Pineapples 7% 11% Avocados 3% 8% Mangoes 3% 7% NL is stronghold for cut flowers and fresh fruit trade

11 Star performers EU Avocados Mangoes Nectarines Peaches Sweet potatoes volume '11 absolute growth '11-'15 (,000 tons)

12 Part 2 - African supply to EU / NL Main suppliers

13 African supply 2 Europe (,000 tons, ) #2015 Country Volume Growth Africa 1,719 2% 1 South Africa 444 6% 2 Kenya 308 4% 3 Morocco 223 2% 4 Ethiopia 164 3% 5 Uganda 141 5% 6 Egypt 92 3% 7 Côte d Ivoire 60 0% 8 Tanzania 40 1% 9 Madagascar 36-7% #2015 Country Volume Growth Africa 1, % 10 Senegal 28 6% 11 Cameroon 26-11% 12 Ghana 26-15% 13 Zimbabwe 20 14% 14 Namibia 19 15% 15 Malawi 15-8% 16 Rwanda 12 3% 17 Burundi % 18 Zambia 8 14%

14 African supply 2 NL (,000 tons, ) #2015 Country Volume Growth #2015 Country Volume Growth Africa % Africa % 1 South Africa 208 6% 10 Zimbabwe 9.3 5% 2 Kenya % 11 Zambia % 3 Ethiopia 88 67% 12 Madagascar % 4 Egypt 26 6% 13 Mali Morocco 24 6% 14 Tanzania 3.9 8% 6 Côte d Ivoire 13 20% 15 Ghana 2.2 8% 7 Namibia 13 14% 16 Burkina Faso % 8 Uganda 13 16% 17 Malawi % 9 Senegal 12 27% 18 Cameroon %

15 Part 3 ZIM supply to EU / NL Main product categories Main African suppliers to EU per product category

16 8,000 7,000 6,000 5,000 6,762 5,705 4,622 ZIM Top 10 EU (tons) Top 3: Tea (34%), peas (29%), flowers (24%) 4,000 3,000 2,000 1,000 0 Avocado 6% Exotic fruit (2-3%), coffee (2-3%) Nectarines (1%), peaches (1%) 1,

17 8,000 7,000 Nectarines ZIM Top 10 EU (Star Performers) 120% 100% 6,000 Avocados 80% 5,000 4,000 3,000 2,000 Peas Peaches Coffee 60% 40% 20% 0% 1,000 0 Tea -20% -40%

18 5,000 4,500 4,582 ZIM Top 10 NL (tons) 4,000 3,500 Top 2: cut flowers (51%) and peas (31%) 3,000 Avocado 11% 2,500 2,000 1,500 1, , Exotic fruit 4% Other: 1% Tea 2%

19 5,000 4,500 4,000 3,500 3,000 2,500 Peas Avocados ZIM Top 10 NL (Star Performers) Peaches 80% 60% 40% 20% 0% 2,000 1,500 1, Cut flowers Nectarines -20% -40% -60% 0-80%

20 Citrus fruit 7 million tons EU import 1% Other 5,886 84% 6% Africa 1,111 16% CAGR 22% Leading Suppliers Zimbabwe 3% South Africa 59% Morocco 18% Egypt 18% Tunisia 2% Swaziland 1% 2015 >> 2011

21 Tea 336,000 tons EU import -2% Other % Africa % -2% CAGR 18% 2015 >> 2011 Leading Suppliers Zimbabwe 6% Kenya 66% Malawi 13% Tanzania 6% South Africa 4% Rwanda 3% Mozambique 1% Uganda 1%

22 Peas 184,000 tons EU import 5% Africa 15 8% CAGR 27% Leading Suppliers Zimbabwe 39% Kenya 37% Egypt 11% Morocco 4% South Africa 3% 6% Zambia 2% Other % 2015 >> 2011 Ethiopia 2% Madagascar 1%

23 Cut flowers 853,000 tons EU import Leading Suppliers 0.4% Other % 15% Africa % Zimbabwe 1.74% Kenya 55% Ethiopia 33% Uganda 5% Zambia 3% South Africa 1% Tanzania 1% 2015 >> 2011

24 Avocados 598,000 tons EU import 16% Africa 82 14% CAGR 71% Leading Suppliers Zimbabwe 2% South Africa 63% Kenya 26% Morocco 9% 13% Other % 2015 >> 2011

25 Exotic fruit 64,000 tons EU import 1% Other 42 66% Africa 22 34% -5% Leading Suppliers Zimbabwe 2% Madagascar 76% South Africa 16% Ghana 3% Kenya 2% Mauritius 1% 2015 >> 2011

26 Coffee 3,940 thousand tons EU import 3% Other 3,614 92% Africa 327 8% -5% 2015 >> 2011 Leading Suppliers Zimbabwe 0.12% Uganda 38% Ethiopia 23% Kenya 8% Tanzania 8% Cameroon 7% Côte d Ivoire 4% Burundi 3%

27 Nectarines 782,000 tons EU import Africa 9 1% 7% Leading Suppliers Zimbabwe 3% South Africa 72% Morocco 27% Tunisia 1% Egypt 1% 5% Other % 2015 >> 2011

28 Peaches 588,000 tons EU import 11% Africa 5 1% 5% Leading Suppliers Zimbabwe 3% Morocco 43% South Africa 43% Egypt 9% Tunisia 2% Other % 2015 >> 2011

29 Mangoes 490,000 tons EU import 4% Other % 23% Africa 54 11% 2015 >> 2011 Leading Suppliers Côte d Ivoire 43% Senegal 22% Mali 11% Burkina Faso 8% Ghana 5% Gambia 4% South Africa 3% Guinea 2% Egypt 2% Cameroon 1%

30 Chili peppers 107,000 tons EU import Africa 21 19% 5% Leading Suppliers Morocco 77% Kenya 6% Uganda 6% Egypt 4% Ghana 3% 2% Other 86 81% 2015 >> 2011 Zimbabwe had substantially higher exports to EU prior to 2007/2008.

31 Part 3 - Trends in the European food market

32 Leading consumer trends are 1. Growing concern about health and wellbeing 2. Consumers want convenience 3. Diversification of products and flavours

33 1. Growing concern about health and well-being Governments promote healthy lifestyle Reduced demand for food that is considered as unhealthy (fat / sugar) Increasing demand for food that is considered as healthy

34 1. Growing concern about health and well-being Increasing demand for food that is considered as healthy. Such as: Superfoods Organic food Products without additives Not-from-concentrate juices Dried fruit, edible nuts (healthy snacks) Pickled vegetables Coconut products (oil, water)

35 1. Growing concern about health and well-being Increasing demand for food that is considered as healthy. Such as: Superfoods Organic food Products without additives Dried fruit, edible nuts (healthy snacks) Pickled vegetables Cocunut products (oil, water)

36 Superfoods

37 Example Superfoods Retail price: EURO 7 / kg

38 1. Growing concern about health and well-being Increasing demand for food that is considered as healthy. Such as: Superfoods Organic food Products without additives Dried fruit, edible nuts (healthy snacks)

39 Example Organic food Retail price: EURO 2.29 / piece

40 Example Organic food

41 1. Growing concern about health and well-being Increasing demand for food that is considered as healthy. Such as: Superfoods Organic food Products without additives Dried fruit, edible nuts (healthy snacks)

42 Example Additive-free products

43 1. Growing concern about health and well-being Increasing demand for food that is considered as healthy. Such as: Superfoods Organic food Products without additives Dried fruit, edible nuts (healthy snacks)

44 Example Dried fruit, edible nuts (healthy snacks)

45 2. Consumers want convenience Smaller portion-packs, incl. snack vegies Pre-cut fresh fruit and vegetables, Seedless grapes and other fruits, Ripened fruits Smoothies

46 Example Snack vegies

47 Example Smaller portions Small watermelon that fits in a fridge, 2-2.5kg, Packaged in individual nets with a handle for easy transport

48 Example Pre-cut fresh fruit and vegetables

49 Example Seedless grapes and other fruits

50 Example Ripened fruits

51 Example Ripened fruits

52 Example Smoothies

53 3. Diversification of products and flavours European consumers open for new experiences Offers opportunities for exotic products, new flavours, herbs, seeds, berries etc.

54 Examples

55 Part 4 - How to access the EU Market

56 In Europe 1. Requirements for food are very strict 2. Preference for sustainable supply chains and products 3. Trade fairs with global reach to meet buyers 4. Buyers directories 5. More intel for market entry

57 1. Requirements for food are very strict EU food law (contaminants, MRLs, additives, contact materials, hygiene, labelling, traceability) Buyers may have stricter requirements than legal requirements! Buyers often need GLOBALGAP, BRC, or IFS. For flowers: GLOBALGAP or MPS (Fair Flowers Fair Plants) LocalGAP an option for emerging producers, e.g Zimbabwe (Programs of Pick n Pay and Shoprite in S.A.) Local challenge: accreditation Avoid the Kenya case: ban on peas/beans... (MRLs)

58

59 2. Preference for sustainable supply chains and products European consumers are concerned about how their food is produced! Corporate Social Responsibility: friendly to the environment and people. If your company is doing well in terms of social responsibility use that to promote your company and products!

60 Example Promotion of CSR efforts

61 Example Promotion of CSR efforts

62 3. Trade fairs in EU floriculture/2016/holland

63 4. Buyer Directories.com.com.com.com

64 5. More info Market Intel and Tips Trends Market access requirements Distribution channels Buyers

65 Questions and Discussions