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Fresh Connections: Southern Africa Business Opportunities in South East Asia 17-19 August 2016
Content of presentation 1. Overview of the South African fresh fruit industry 2. Factors determining entrance into new markets 3. Why South East Asia? 4. Which countries? 5. Why these countries? Opportunities Challenges 6. Marketing approaches
Fruit South Africa Structure FSA was established in the early 2000 s as an umbrella organisation for the different fruit sectors. Initially FSA operated without any staffing and as an informal body. In 2013 Fruit South Africa was formalised as a not for profit company. In 2014 the first CEO FSA was appointed.
SA Fruit Industry Statistics More than 50% of all agricultural exports from South Africa is fresh fruit 2.7 million tons of fruit (out of 4.7 million tons produced) is exported to more than 92 countries in the world annually Value: $2,5 bn Major export destinations: EU, UK, Far East, Russia, Middle East, USA/Canada
SA Fruit Industry Statistics (2015) 4.7 million tons of fruit is produced annually (6% up) 60% 50% 55% 40% 30% 34% 20% 10% 0% 6% 5% Citrus Pome & Stone Table grapes Sub-tropical and nuts
FRUIT REGIONS IN SA
Average Market Segmentation of Fruit Produced 70% 60% 50% 59% 40% 30% 20% 28% 10% 0% 12% 1% Export markets Local markets Processing Drying
PRODUCT TYPE VOLUME PERCENTAGE Citrus 65% Pome and Stone fruit (apples, pears, nectarines, plums, etc.) 23% Table grapes 8,5% Subtropical fruit (avocados, mangoes, etc.) 2,5% Other 1%
Export destinations from South Africa Americas UK 12% EU 31% Russia 9% 4% Middle East 18% Far East 16,% Africa 10%
Export destinations (volume) DESTINATION PERCENTAGE Europe 31 Middle East 18 Far East 16 UK 12 Russia 9 Africa 10 USA/Canada 4
Factors determining attractiveness of potential new markets Import duties, Tariffs Reliable partners in importing country Understanding culture & market Sufficient demand, Growth potential Manageable phyto-sanitary protocols Counter-seasonality Logistics and cold-chain infrastructure
Why South East Asia?
Why South East Asia (cont)
Trading Structure Convenience store owners (small shops) On-line shoppers Door-to-door delivery companies Importers Traders: Wholesale Wet markets (jobbers in Japan) Modern retail Traditional retail
Focus on Asia: Priority Markets China India Indonesia Japan Philippines South Korea Thailand Vietnam
Why these countries?
Composition of South Africa s Orange Exports in selected Far East markets Source: Agbiz Research, International Trade Centre (2016)
Market size and South Africa s market share in selected Far East markets Source: Agbiz Research, International Trade Centre (2016)
RSA Market Share Market Attractiveness Market Share Matrix 15% 13% High market share, attactive High market share, very attractive Philippines 11% 9% Indonesia Viet Nam 7% Low market share, attractive Low market share, very attractive 5% 3% South Korea China Hong Kong 1% Japan -1% 62 64 66 68 70 72 74 76-3% Market Attractiveness Source: Agbiz Research, International Trade Centre (2016)
Opportunities Growing populations Growing middle class Diets Counter-seasonality Different fruit types
Varied & different fruit types
Challenges Logistics Cold chain Cultural differences Language barriers Regulatory environment Tariffs/Import duties SPS measures Import permits/quota s (?)
Marketing Personal experience in order to understand: Market dynamics Consumers Who to target Involve trade associations Demonstrate that the country is important for you: Participate in trade shows, events Invite decision makers to visit your country Consistent No one size fits all approach
Marketing approaches
Marketing approaches cont
Maintaining relationships
Marketing instruments
Core Messages Food safety Consistent high quality Value for money Consistent supply
In Conclusion: Important factors Far East consumer preferences w.r.t. fresh fruit: Taste Flavour Size Colour Marketing and trading: Relationships Consistency
The Sky s the Limit!