For the industry, by the industry
Michelle Kruger: 083 703 4373
History of fruit industry:
• Roots stretches back to middle of 17th century
• Exports to UK, Netherlands and other parts of Europe at the end of the 19th century
• Now exporting to more than 70 countries worldwide
South African Export Markets
Far East: 10%
Russia: 10%
Africa: 1%
Middle East: 18%
Canada/USA: 5%
UK: 22%
Europe: 33%
Indian Ocean Islands: 1%
What to have in place when you want to export your fruit
1. Register on DoAs food data base for a PUC and/or PHC. Go to www.nda.agric.gov2. Contact local PPECB offices. Nelspruit – Koos Retief 013 755 28793. Register for SA GAP or Global GAP and/or SA GMP. PPECB can assist.
International quality, environmental and food safety systems:
International quality control systems
Purpose and where it applies
ISO 14001 Sets standards for protecting the environment
Nature’s Choice (Tesco) Applies to farms and on-farm packhouses
Globalgap (certain European retailers) Applies to farms and on-farm packhouses
LEAF (Waitrose) Applies to farms supplying WaitroseThe British Retail Consortium (BRC) Global Food Standards
Applies to pack houses supplying British retailers
HACCP Applies to pack houses
The importance of traceability:
• Any problem can be linked to a specific producer instead of a whole group
• Fast, accurate and limits risk
• Limits unnecessary costs
• Limits public concerns
Carton Marking:
• Product of SA• Class of product• Name of exporter and/or pack house• PUC code• Product type• Variety • Count (size)
Fruit Type Optimum temperature in degrees Celsius
Practical shelf life (PSL)
Grapes -0.5 to 0°C Up to 150 days
Avocados 3.3 to 4.4°C 14 to 28 days
Apples -1.1 to 4.4°C 90 to 240 days
Pears -1.5 to 0°C 60 to 180 days
Stone Fruit -1.1 to 0°C 14 to 35 days
Citrus 4 to 5°C Oranges: 35 to 90 daysLemons: 30 to 120 days
Optimum temperatures
Documents completed in the export process
• Customs: DD550• Port Authorities: Cargo dues order and terminal container order• Agricultural Authorities: PPECB – Export inspection certificate; DoA phytosanitary certificate• Terminals: Mate’s receipt• Shipping Line: Bill of lading• Origin documents
Challenges for SA fruit industry:• Oversupply of fruit• Withdrawn subsidies from government• New legislation from importing countries• Global crisis • Increasingly competitive international export markets (Chile, Brazil)• Downward pressure on produce prices - retailers• Burdensome input costs from monopolies and cartels• The price of crude oil• Fluctuation of the exchange rate• Successful land reform
Why South Africa is well-suited for large scale production of fresh fruit:• Relatively low labour costs• Availability of land• Wide variety of climatic zones• Well developed infra structure• Counter seasonal production to Northern Hemisphere
Solutions:
• Increase in quality • Market driven industry - not production driven• Open new markets• Develop the local market• Sell expertise to counter seasonal markets• Generic promotions• Continued education – Top of the Class programme
• Established 1998 as non profit organisation• Membership voluntary • Approximately 60 members which export 76% of all fresh fruit exported from SA• Strict code of conduct• Members are exporters (agents and traders), producer exporters, service providers and other industry organisations
FPEF objectives for 2008
• Assist members to find international markets for their principals’ fruit• Promote the FPEF members collectively within producer circles•Continue to refine the accreditation criteria• Facilitate access to relevant, accurate and timely generic information• Sourcing of funds for projects within the industry•Provide innovation for its members in the value chain – Post Harvest Innovation Programme• Continued education in the value chain – Top of the Class programme
Five main stages of the export process:
1.Pre-season planning with producers2.Buying fruit and contracting with the producers and service providers3.Marketing the fruit4.Managing operations during the season5.Analysing the previous season
Roles played by the exporter:
1.Ensuring all documents are properly completed at each stage2.Delivering a quality product from the farm to the consumer3.Satisfying buyers4.Making sure that products and packaging compete with competitors5.Controlling costs in the value chain