The European Fresh Market:Challenges & Opportunities

By; Mauro Suazo

Suazo Agro International July, 2011

San Pedro Sula, Honduras

Overview

IntroductionThe European Fresh MarketThe Melon MarketTrends & DevelopmentsConclusions: Challenges & Opportunities

Overview

IntroductionThe European Fresh MarketThe Melon MarketTrends & DevelopmentsConclusions: Challenges & Opportunities

                

Quality & Food Safety is;

job # 1……….!

Overview

Introduction

The European Fresh MarketThe Melon MarketTrends & DevelopmentsConclusions

The European Fresh Market

Fragmentized Market

Europe: 44 countries (including Russia)24 Western European countries20 Eastern-European countriesIn total more than 800 million people 27 countries within E.U.

The European Fresh Market

Fragmentized MarketFragmentized marketDifferent import markets: but borders are diminishingEvery country is a market on it’s own: but supermarkets are rationalizing

Overview

IntroductionThe European Fresh Market

The Melon MarketTrends & DevelopmentsConclusions: Challenges & Opportunities

The Melon MarketMost important Melon Varieties

Galia melonsYellow honey dewsCantaloupePiel de SapoCharantaisOrange flesh honey dewsOthers

The Melon MarketMost important

Watermelon Varieties

Seedless WatermelonsStriped Seeded Watermelons (Quetzali)Baby Watermelons (1,5 -2,5 kg. per piece)

Overview

IntroductionThe European Fresh Market

The Melon & Watermelon marketTrends & DevelopmentsConclusions: Challenges & Opportunities

Trends & Developments

Increasing standards for Food Safety

 

ISO 9002 – HACCP

GlobalGap

Trends & Developments

Quality, Quality, Quality

Trends & Developments

Increasing share of Discounters

Trends & DevelopmentsMarket

DiscountersLimited Product assortment: BASIC

Good Quality and Safe products

Sharp Consumer price / Low Margin

High Volume

Overview

IntroductionThe European Fresh Market

The Melon & Watermelon marketTrends & DevelopmentsConclusions: Challenges & Opportunities

Conclusions: Challenges & Opportunities

Producers & ExportersFocus on Quality (Zero Tolerance)Focus on eating quality (brix levels)Focus on Food Safety (Global Gap)Developing varieties with shelf life (Cantaloupes & new varieties of Galias)Partnerships throughout the supply chain (make the chain less costly & more efficient)

Conclusions: Challenges & OpportunitiesDistributors

Focus on Quality (Zero Tolerance)

Focus on eating quality

Covering Europe

House Branding: Royal Fresh

Innovation in packaging & varieties

Satisfy our customers!

Sin duda alguna pero..

“Si se puede”

TIEMPOS DUROS POR DELANTE?

Quien podra contra nosotros?

Con Dios con nosotros!

Muchas Gracias a todos!

Mauro Suazo305 546 1352 & 954 892 9470

SuazoAgro@aol.com