FRUIT LOGISTICA news update - 3 February 2010

FRUIT LOGISTICA news update - 3 February 2010

State Secretary Klöckner opens the leading trade fair for fruit and vegetable marketing

Julia Klöckner, Parliamentary State Secretary at the Federal Ministry of Food, Agriculture and Consumer Protection today opened FRUIT LOGISTICA, the leading international trade fair for the fresh produce trade. She joined Dr Christian Göke, Messe Berlin Chief Operating Officer, and FRUIT LOGISTICA Global Brand Manager Gérald Lamusse on a vitamin-rich journey across the continents. Together with Dr. Göke and the Ana Graciela Aguilar Antuñano, Chief Executive Director of the Mexican Association ASERCA, Klöckner cut the white ribbon to officially open the pavilion for Mexico, this year's partner country. "In 1999, Mexico exported US$ 400 million in agricultural products to Europe. In 2008, goods worth US$ 800 million were exported. FRUIT LOGISTICA is one of the world's most important trade fairs for Mexico", explained Ms Antuñano. "Fruit and vegetables are the foundation of a healthy lifestyle. At FRUIT LOGISTICA, the whole world comes together with high-quality products", Klöckner added. "Thanks to international cooperation, agriculture, production and consumers are accessible all at once".

Fresh Produce Forum: Quality and safety not at dumping prices

In the face of last year's widespread price cuts by discount chains and the food retail sector, the theme "Top image, but low returns. Does fresh produce need a relaunch?" presented at 29th Fresh Produce Forum proved to be more current than ever. The situation in the market hasn't changed so far this year. Production and trade continue to suffer. In the meantime, it has become clear that the ongoing price cuts don't benefit anyone. Not even the discount chains managed to increase sales. In the end, it comes down to the battle for market share. Some of the players in the retail trade, including Metro Group CEO Eckhard Cordes and many other retail managers, have long since expressed doubt about this kind of competition. Consumers also seem to have gradually caught on to the idea that they may someday have to pay the bill for today’s cheaper prices.
Quality and food safety are not to be sold at dumping prices. Prof. David Hughes from Imperial College London, an internationally recognised expert in fruit and vegetable marketing, is familiar with all aspects of international trade thanks to his various activities for commercial enterprises. He presented some impressive approaches and new opportunities at this year's Fresh Produce Forum. A panel discussion was presented with the following specialists: Andreas Allenspach, Fresh Produce Marketing Manager of MIGROS Cooperative Association, Switzerland, Henning Schmidt, CEO of Landgard eG, Germany, Hein Deprez, CEO of the Univeg Group, Belgium and Dr. Michael Loschelder, a lawyer for industrial property rights specialising in brand, anti-trust and copyright law, Cologne, Germany. The lively discussion showed how all links in this chain, from production to the food retail sector – which includes discount outlets emphasised Walter Pötter of Lidl – are dissatisfied with the current situation and are looking for new concepts. The panellists indicated that it was time for everyone to sit down at the same table. Weak prices and low margins are no good to anyone.

Festive opening for FRUIT LOGISTICA – Partner country Mexico welcomes the sector

The word of the day at the FRUIT LOGISTICA 2010 opening ceremony at the ICC Berlin was "Quality". German Agriculture Minister Ilse Aigner, who was present at the event via video conferencing from Brussels, described FRUIT LOGISTICA as the world's most important platform for fresh produce, one which lays the foundation for the future in terms of quality. Ana Graciela Aguilar Antuñano, Chief Executive Director of Aserca (Apoyos y Servicios a la Comercialización Agropecuaria) and representative of the official partner country Mexico, announced her country's biggest-ever exhibit at FRUIT LOGISTICA along with the largest variety of Mexican fruit and vegetables ever presented in Europe. Antuñano confirmed Mexico's ranking among the top 15 agricultural exporters in the world by the World Trade Organisation. "Avocados, lemons, beer, tequila and honey stand for Mexican quality all over the world", she said.
"Quality" was also a running theme throughout the speech of Oliver Weidner, Director of International Quality Management for Lidl, Germany. His journey through time went from the development of the fresh produce industry to the "Green Revolution" of the 60s, all the way to the enlightened and quality-conscious buyers and consumers of today. His credo: "In today's market, only those who really examine the consumers' ideas of quality and consistently put these into practice can be sure of securing acceptance as a trustworthy market provider."
Emmanuel Jacquin, Head of the European Commission Fresh Produce Unit, spoke about the numerous campaigns and measures taken over the last few years. He said these measures have improved European quality standards and continually develop sales potential for agricultural goods. Pointing to the future he added, "Value creation for the consumer needs to be increased even further. This clearly includes product quality and environmental sustainability." Messe Berlin's Chief Operating Officer Dr. Christian Göke underscored the impressive FRUIT LOGISTICA track record with some remarkable figures. More than 2,300 exhibitors from over 70 countries will be present at this year's fair. The share of foreign exhibitors is over 89%. Göke explained, "As trade fair organisers, what pleases us even more than these figures is the quality of this trade fair". All of the world's key market players are in Berlin for FRUIT LOGISTICA, which has become a don't miss event for the sector. Göke said he hoped all FRUIT LOGISTICA participants enjoy interesting discussions, promising contacts and successful business dealings at this year's fair.

Minister Zaia recognises importance of FRUIT LOGISTICA

Speaking at the trade fair, Luca Zaia, Italy's Minister of Agriculture, Food and Forestry, said, "As the sector's most important trade event, FRUIT LOGISTICA provides excellent opportunities to Italian agricultural producers". The politician took a few hours time on Wednesday to visit the various companies from Italy exhibiting at different stands across three halls. He posed for photographs with products and staff at the stands and answered questions from the numerous TV crews from Italy. Once again, Italy is the leading country at the trade fair with 413 exhibitors and 15% more display stand area this year. Minister Zaia said he was impressed by the presentation of the regions and companies. He explained that quality and certification are key factors when it comes to products and that Germany remains the most important market for Italy's agricultural sector.

Hungary advertises lesser known products

"Hungarian fruit and vegetable production is currently undergoing rapid development", explained Dr Béla Mártonffy, Managing Director of the Hungarian inter-professional organisation FruitVeB. He said that the aim was not to promote Hungarian goods as a mass product in Europe, but to emphasise the special quality by taking advantage of conditions in the Carpathian Basin. "In unison with better known Hungarian goods, like chillies, watermelons, mushrooms, apricots, sour cherries and walnuts, we wish to expand our export product range" said Mártonffy. For example, he mentions sweet cherries, sour cherries (for fresh consumption), sugar melons, asparagus and sweet maize as well as tomatoes for fresh consumption. "FRUIT LOGISTICA provides Hungarian fruit and vegetable producers with the ideal platform to promote lesser known goods in other parts of Europe and to find retail partners for these goods". (Hall 23, Stands D-03/E-02, Contact: Anita Ferencz, tel. +36-70-334-7540, Email: anita.ferencz@fruitveb.hu)

South Tyrol focuses on organic farming

"With a stake of 25% in Europe’s organic apple crop, South Tyrol is already the strongest supplier of organic apples in the European Union", reports Paul Zandanel from the Export Organisation South Tyrol of the Chamber of Commerce of Bolzano speaking at FRUIT LOGISTICA. Approximately 4% of South Tyrol’s apple crop is organically grown each year on around 680 hectares of land at an altitude between 200 and 1,100 metres. The crop yield has consistently increased over the past years. Some 37,000 tonnes of organic apples were harvested in 2008, 31,000t in 2007 and a total of 24,000t in 2006. In 2009, 35,000 tonnes were harvested. “Due to increasing demand, we are planning to cultivate even more apples in compliance with organic guidelines, while taking care to adjust the variety to meet market requirements”, Zandanel adds. (Hall 4.2, Stand B-10, contact: Paul Zandanel, tel. +39-0471-945750, E-mail: info@suedtirolerapfel.com)

Inter Weichert introduces new packaging for "Pitúmettes"

Celebrating the company’s 100th anniversary this year, Internationale Fruchtimport Gesellschaft Weichert GmbH & Co. KG is introducing new packaging options for their "Pitúmettes". As an alternative to net bags, trade visitors at FRUIT LOGISTICA will see a new, attractive tray that accommodates six pieces of fruit, as well as a sleeve that holds three pieces. Inter Weichert is also presenting a ready-to-eat papaya – the "Solo Sunrise" variety from the brand "Nino". Transported by ship, it offers an attractive alternative to air freight goods. (Hall 5.2, Stand A-04, contact: Ralph Fischer, tel. +49-40-32900220, e-mail: info@interweichert.de)

Cobana: Boruszewski warns against further price decline

Price decline has been the key topic of many conversations and discussion forums at FRUIT LOGISTICA this year. Jürgen Boruszewski, Managing Director of Cobana Fruchtring GmbH & Co. KG, emphasizes the crucial need to make food retail industry customers and consumers aware of the real implications of price decline. "If the prices that producers charge are consistently lower than their actual costs over a long period of time, it can have severe consequences on the procurement of goods." If such an unfavourable variance is sustained, Boruszewski predicts that export will likely shift its focus to new and different markets outside of Europe. (Hall 6.2, Stand A-05, contact: Stephan Schlick, tel. +49-40-30305270, e-mail: sst@cobana-fruchtring.de)


Alara Agri Business monitors quality in real time

Alara Agri Business, a member of the UNIVEG group, announced today (3rd February) at FRUIT LOGISTICA that it will begin utilising the Xsense™ monitoring system for perishable goods. Developed by StePac, part of the DS Smith Plc group, the system provides real-time monitoring of the temperature and relative humidity inside fruit storage containers. Implementing this technology will enable Alara to better monitor the condition of its cherries and figs as they are transported from the company’s packing facility in Turkey to destinations throughout Europe. "We see Xsense as an important tool for building our brand’s reputation. It will also help us improve our market presence, customer service and customer satisfaction", says Alara’s CEO Kerim Taner. (Hall 5.2, Stand A-03, contact: Nancy Goovaerts, tel. +32-15-324296, e-mail: nancy.goovaerts@univeg.com)


Keeping buds and flower water cool

The Dutch company Bercomex Retail is presenting solutions for the sale of plants and cut flowers at FRUIT LOGISTICA 2010. The flower cooling displays operate based on the duo-cooling principle. "Both the flower water and the flowers or buds themselves are kept cool", explains Sandra van Ingen Schenau. From the compact display "Florall-in" to the solo presentation "Conditio Flora", all stand-up displays are environment friendly and designed to encourage impulse buying. These solutions can be implemented in grocery stores, convenience stores, florists and garden centres. (Hall 3.2, Stand C-16, contact: Sandra van Ingen Schenau, tel. +31 (0) 229 50 21 50, mobile phone: +31 (0) 653 66 43 99, e-mail: sandravaningenschenau@bercomex.com)

Tokita Seed: Colourful siblings for the Tomatoberry

Tokita Seed brings Far East innovations to the tomato market. Two years after its Tomatoberry took third place in the FRUIT LOGISTICA Innovation Award competition, the Japanese company is now debuting its heart-shaped Tomatoberry Grande – twice the size of the Tomatoberry – at FRUIT LOGISTICA. Three colourful siblings will also be unveiled at this year's trade fair: the chocolate-brown Sunchocola, the yellow Sunlemon and the green-ripening Sungreen. (Hall 1.2, Stand A-04, contact: Hiromi Kameyama, tel. +81-80-3002 4457, e-mail: hkameyama@tokitaseed.co.jp)

South Africa: Europe largest market for fruit products, 1.5 million tonnes sold

Europe is the largest market for fruit products from South Africa. The country exports 1.5 million tonnes of fruit to Europe each year. This accounts for about 70% of the entire fruit production. Seedless lemons are joining a complete range of fruit products on the market this year. "For us, FRUIT LOGISTICA is the perfect one-stop-shop. Here we can meet all the key decision-makers in the fruit trade", explains Stuart Symington from the Fresh Produce Exporters' Forum (fpef). "We can trade with Europe on a timely basis – due to the geographic location – and not lag behind because of the time differences in Asia or America. (Hall 5.2, Stand C-02, Contact: Stuart Symington,
tel. +27 82 685 5984, e-mail: stuart@fpef.co.za)

Total Produce restructures British companies

At FRUIT LOGISTICA the Irish Total Produce Group is introducing the restructuring of its British companies announced just a few days ago. Under the umbrella of Total Worldfresh (formerly Redbridge Worldfresh) the companies are now classified according to business units. Total Berry is merging operations with soft fruit and Total Cherry is responsible for cherries and other pome fruit. Utopia, acquired at the end of November, will be merged with Total Exotics. Total Fruit is responsible for the import of apples, pears, citrus fruits and grapes and Total Import for the non-retail-oriented vegetable trade. (Hall 5.2, Stand A-11, Contact: Vincent Dolan,
tel. +353 86 820 49 36, e-mail: vdolan@totalproduce.com)

Brussels: number of exhibitors more than doubled

16 trading companies – ten more than last year – are represented at the joint stand organised by Brussels Export at FRUIT LOGISTICA. "This is most important trade fair for our exhibitors. The whole world comes to Berlin", says Eric van der Berghe. Fifteen of the participants are located in the European Centre of Fruit and Vegetables, which provides storage space for 32,000m². (Hall 6.2, Stand C-07, contact: Eric van den Berghe, tel. +32 499 86 72 62, e-mail: evandenberghe@mrbc.irisnet.be)

Individualised packaging design from South Korea

The South Korean company Teabang specialises in individualised packaging designs and packaging for food products. The company is present with its products for the second time at FRUIT LOGISTICA. "We would like the European market to get to know us and our products better", said Director J.K. Ho. (Hall 3.1, Stand C-18, contact: J.K. Ho, tel +82 11 356 0643, e-mail: jeikota@gmail.com)

Peel and slice carrots in a single step

The Finnish company Oy Fomit's Formit MPP630 Profiler makes it possible to peel and shape carrots to make baby carrots or carrot balls in one step. The machine has self-sharpening knives and cuts the carrots without water. "We are at FRUIT LOGISTICA for the first time and hope to set up international business contacts", says Rune Särs, Sales Manager. The product line also includes a potato peeler that peels potatoes of any size without manual adjustments and is controlled by computer programs. (Hall 4.1, Stand B-10, contact: Rune Särs, tel. +358 50 4440 522, e-mail: rune.sars@foodprocessing.fi)

Swiss exports supply premium-quality niche markets

"The minimum wage for seasonal workers in the fruit and vegetable farming industry are twice as high as the EU average", says Bernadette Galliker, Director of Sales Promotion for the Swiss fruit association at FRUIT LOGISTICA. "At the same time, according to a study by the Federal Office for Statistics, only 7.4% of an average family budget is spent on food in Switzerland." Because of the high cost of living, Switzerland continues to enjoy tariff protection that is intended to ensure domestic fruit prices cover the producers' costs, says Bernadette Galliker. "Imports are always possible, but are mainly limited to products that are not offered on the domestic market." That would affect, for example, an annual 5,000 to 10,000 tonnes of apples and pears respectively, mainly from June to August. Exports are restricted to high quality niche markets with approx. 1,000 tonnes of apples per year. (Hall 20, Stand A-17, contact: Rolf Matter, tel.: +41-41-7286860, e-mail: rolf.matter@swissfruit.ch)

Argentina explores the market for pomegranates

"We lead the world market in the export of pears and citrus fruits", says Patricio Pizzoglio of the Argentinean export promotion organisation Fundación Exportar. The country exported about 455,000 tonnes of pears and 244,000 tonnes of lemons in 2009. Key buyers include Brazil, Russia and the EU where Holland and Italy head the list. The blueberry has emerged as an up and coming crop over the past several years and is mainly sold in the EU, especially in Great Britain. In this sector, Argentina is the second largest exporter in South America after Chile. The 42 companies, which are exhibiting under the umbrella of the Fundación Exportar, see FRUIT LOGISTICA mainly as a way to establish business contacts with customers. "We also want to start exporting pomegranates in 2011. FRUIT LOGISTICA is a good opportunity to explore the market potential for this product", says Pizzoglio. (Hall 25, Stand B-07; contact: Patricio Pizzoglio, tel. +49-(0)-171-5204176; e-mail: pp@mrecic.gov.ar)

Apples from Germany. The right fruit for you.

"This is a great initiative, a first-class campaign. This is why we support you", said Julia Klöckner, Parliamentary State Secretary in the Federal Ministry of Food, Agriculture and Consumer Protection, to the press on the first day of FRUIT LOGISTICA 2010. With the new campaign "Apples from Germany. The Right Fruit for You", the supporting producer organisations are taking the promotion of German apples into their own hands. Dietmar Bahler, Managing Director of the Deutsches Obst-Sorten Konsortium GmbH, explained that the launch date for this campaign is 11 January 2010, the first day of the German apple. He said apples are the favourite fruit in Germany. The production volume comes to about one million tonnes per year. The sales volume of the German producer organisations is around 650,000 tonnes per year. This year the campaign supporters will make EUR 100,000 available for "Apples from Germany. The Right Fruit for You."

Portuguese pear producers seek new markets in the east and north

With annual production of 200,000 tonnes, Rocha pears are an important export product for Portugal. Coopval, Granfer and Unirocher, three of the largest producers, are exhibiting at a joint stand this year at FRUIT LOGISTICA. "For us this is the best place to meet customers and open up new markets", says Ricardo Silva of Unirocha. He adds that the focus of the Portuguese fruit producers is on Eastern European countries including Russia and Scandinavia, but there is also potential for sales in Germany. So far, the main buyers of pears, apples and plums have been Great Britain, Ireland, France and the Netherlands. (Hall 3.2, Stand B-23, contact: Ricardo Silva,
tel +351 261 336130, ricardo@unirocha.com)

Nothing but “Sensational Flavours” at Rijk Zwaan

The Dutch seed company Rijk Zwaan is presenting its products at FRUIT LOGISTICA under the banner "Sensational Flavours". "The vegetable varieties we sell that grow from our seeds are distinguished by their remarkably good flavour", said Communications Manager Steven van Paassen. Inspections and taste testing ensure that Rijk Zwaan tomatoes are not only sweet, but actually taste "remarkable", before they are sent to market. "The entire value chain meets here at FRUIT LOGISTICA, from producers to food retailers. We are at the very beginning of this chain. Without seed growers there wouldn't be any innovation, for which FRUIT LOGISTICA represents an ideal platform". (Hall 1.2, Stand D-11. contact: Steven van Paassen, mobile phone: +31 (0) 6 10 92 30 52, e-mail: s.van.paassen@rijkzwaan.nl)

Peru helps producers prepare to export

"The expectations of our exports at FRUIT LOGISTICA are surpassed all over again each year", said Carlos Jaime Montoya, a representative of the Peruvian Embassy in Berlin. At this year's FRUIT LOGISTICA, the exporters are presenting avocados and artichokes, mangos and citrus fruits, grapes and organically grown bananas – and asparagus, of course, in which the country leads the world market. The tender spears are cultivated in Peru on 27,000 hectares, and thanks to the favourable climate, the crop can be harvested year-round. "In 2009 we exported US$ 251 million worth of fresh asparagus, with nearly two-thirds going to the United States", said Leyla Rebaza of the Peruvian Asparagus and Vegetable Institute (IPEH). Spain is the most important customer for tinned asparagus – value of 2009 exports: US$ 113 million. The Lima Chamber of Commerce uses FRUIT LOGISTICA to introduce small and medium-sized businesses to the export market, with support from the EU's Al-Invest programme. (Hall 25, Stand C-06. Contact: Carlos Jaime Montoya, tel. +49-(0)-176-80236213; e-mail: montoya@embaperu.de)

Ecuador wants to conquer east European markets

"Papaya, mango and pineapple have grown sharply in recent years. But the most important export product for our farmers continues to be bananas", said Mary-Francis Andrade of Corpei, an Ecuadorian organisation that promotes exports. Three out of ten bananas eaten worldwide originate from the Andean country; 217 million crates with a value of about US$ 1.9 billion were exported last year. Meanwhile, the demand for organically grown fruit continues to grow. High priority is also placed on compliance with social standards in production, Andrade said. The most important market for Ecuadorian bananas has traditionally been the United States, but the country is planning to develop its position in the European market. "FRUIT LOGISTICA is a good opportunity to explore new markets. Currently, Eastern Europe is particularly interesting for us – Poland and the Czech Republic, for example", Andrade said. (Hall 25, Stand C-10. Contact: Mary-Francis Andrade Mendoza, tel. +593-(0)-9-9412309; e-mail: mandrade@corpei.org.ec)

Tomato caviar along with "groovy" and "funky" asparagus dishes

The Dutch Best Fresh Group is presenting numerous innovations at FRUIT LOGISTICA. "Tomberries" are the smallest tomatoes in the world, "like tomato caviar", said Managing Director Kees Valstar of the partner company Valstar Holland, who is also director of the Best Fresh Group. The European innovations "Soup Creation" and "Salad Creation" are fresh ingredients that are packaged together and that can be used to prepare healthy meals. The asparagus dishes called "groovy", "fantasy", "paradise" and "funky" are raw green asparagus tips that are prepared in a wok with different sauces. "At this trade fair, we talk to suppliers, food retailers and end customers. That's important, since 95 per cent of our products are sold in Europe", Valstar said. (Hall 1.2, Stand E-11. Contact: Kees Valstar, tel. +31 (0) 1 74 53 06 00, e-mail: info@valstar.nl)

Denmark presents top-quality organic vegetables
Gasa Nord Grönt represents about 100 Danish organic vegetable producers, and is exhibiting its wide range of products at FRUIT LOGISTICA for the first time. "We can no longer concentrate solely on the markets in Denmark. Europe is the market of the future for us. FRUIT LOGISITCA is the right place to make the appropriate contacts for this", said Kristian Kaae, Sales Manager for Gasa Nord Grönt, which generates annual turnover of EUR 100 million. The organic products cultivated on 1,000 hectares are subject to strict safety inspections and are all Global Gap-certified. Global Gap is a standard for fruit and vegetable farming that is recognised worldwide. (Hall 6.2, Stand B-03, contact: Kristian Kaae, tel. +45 30 71 05 55, e-mail: kk@gng.dk)

Vienna Wholesale Market: two-thirds for fruit and vegetables

"The Vienna Wholesale Market was founded in 1972 and covers an area of about 300,000m²", reports Alexander Hengl, PR Manager in the Vienna City Magistrate's Office, at FRUIT LOGISTICA. The market is continuously expanding with the addition of a modern waste disposal site and other facilities. About two-thirds of the wholesale market area is available for fruit and vegetables, Hengl said. "We turn over about 200,000 tonnes of fruits and vegetables each year". The wholesale market is used by 460 merchants and producers. "For us, the Vienna Wholesale Market is the central platform for trade with the newer EU member states in the east". The PR manager mentioned that the company is taking part in the trade fair for the fourth time this year. "For us, FRUIT LOGISTICA serves more as a place to meet with business partners than for setting up new trade opportunities". (Hall 21, Stand F-07. Contact: Alexander Hengl, tel. +43-1-400012436, e-mail: alexander.hengl@wien.gv.at)


This press release is also available on the Internet: www.fruitlogistica.com / Press Service / Information

Press contact:

Messe Berlin GmbH
Michael T. Hofer, Director, Corporate Press and Public Relations

Wolfgang Rogall, Press Officer, Messedamm 22, 14055 Berlin, Tel. +49 30 3038 2218, Fax: +49 30 3038 2287, rogall@messe-berlin.de