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editorial
More Leadership
and Promotion,
not populism
With fruit and vegetable consumption
declining and obesity and health care
spending increasing, one would expect
the EC leadership to want widespread
campaigns to promote the health
benefits of fruit and vegetables. “We, of
course, understand by leadership comprehensive
and proactive decision making.
It is not about authority or populism”
declared Jack Welch at the last PMA Fresh
Summit Convention, on 25th of October
in Orlando. In a context of major health
concerns and ultimate economic recession,
retail margins have been reduced
by the industry and the PMA has been
implementing a nationwide promotion
campaign to sustain fruit and vegetable
consumption.
By wishing to impose a drastic reduction
in the number of product standards
for fruit and vegetables without any
agreement with the professionals or
with its main producing member states,
as announced on 12th November, the
European Commission fails to defend
the interests of both the producers and
the consumers. It has even launched a
wide-ranging media campaign to inform
people about the potential advantages
of such measures before they have even
been discussed at Management Committee
level. The EC’s intention may be
to make fruit & veg more affordable for
consumers, but such measures, qualified
as “populist” by the Freshfel Europe produce
association, would obviously bring
lower quality standards for the consumer
and put an already very sensitive industry
at risk. The EC totally fails to justify its
proposal on solid marketing grounds and
has omitted any analysis or forecast of its
possible consequences.
Pierre Escodo, Editor
Jack Welch, former President of General Electric,
and Ramon Rey, current President of Freshfel Europe.
EUROFRESH
DISTRIBUTION
World Fruit gathering
in Moscow
Fruit companies from around the World gathered again in the
most dynamic market in Europe.
World Food once again gathered together a majority
of the leading fruit trade companies operating in the
Russian market, confirming its high dynamism and
15% growth rate.
In 2009 World Food will be divided by sectors, with
the Fruit pavilions renamed “World Fruit” (the same
will be done in the other food sectors). “We aim to
be more focussed on the Russian fruit market in the
future” confirms its director, Tony Higginson.
Alexport
Born 10 years ago to supply the Russian market,
over 60% of Alexport’s turnover today is still with
Eastern Europe. Russia also helps its 10-20% yearly
growth, as the firm supplies mixed trucks with a full
range of products. The company celebrated its 10th
year with the opening of a large distribution centre in
Alblasserdam. Alexport sales are also diversifying in
Western Europe, promoting its recognised premium
brand Nero. “We distribute Nero in Moscow and are
also expanding quite rapidly in the provinces and
satellite markets” informs its sales manager Denis
Vasiljev.
Anecoop Russia
Operative since August 21st, Anecoop Russia is actively
expanding its sales to various supermarket
chains. The leading Spanish export group has been
supplying Russia since 1975, but only indirectly. Today
its sales to this country reach 40,000 tons, 7,000
tons of which are supplied directly from Spain, out
of the group’s total exports of over 300,000 tons.
“Our objective is to make the Anecoop brands Bouquet,
Black Cat and Nadal popular with the Russian
consumers” declares the Anecoop Russia Director Vitaly
Valov. Retail sales of citrus fruit and persimmons
have been supported since October by ambitious
promotion programs targeted at consumers, price
promotions in more than 500 supermarkets, activi-
Italian flavor at the Russian table
There are very few cities in the world without an Italian restaurant. Not
surprising since the Mediterranean diet is not only healthy, but very
tasty. The participants of the event “European Flavor”evidenced this
during the reception organized in the frame of the same project held
in Moscow the 25 th of September.
The “European Flavor” project, promotes fresh and processed fruits
and vegetables from Europe. It is financed by the European Union,
the Italian government and the CSO. Among the promoted products
are peaches, nectarines, pears, plums, kiwi, red Sicilian oranges and
tomatoes.
Another organizer of the event was Macfrut exhibition, that promoted
Italian apples, grapes and citrus. During the event, Russian importers
could get detailed information about the projects and meet in-personal
the operators and the producers of fresh fruits and vegetables
from Italy, as well as taste the delicious dishes cooked with these
ecologically pure products.
ties in-store and outdoors and TV spots for a week on
5 Russian channels.
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OCTOBER
NOVEMBER
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Argentina promotes its fruit
The Federal Investment Council of Argentina supports
export promotion for the fruit sector, considering
it a strategic industry for the economy. Argentina
cultivates around 600,000 ha, producing 7.7 million
tons. Its quality off-season supplies to the Northern
Hemisphere help to sustain more than 500,000 jobs.
Production is divided between citrus, 32.5%, grapes,
31.5% (96.5% being for wine), top fruit, 26.5% and
stone fruit, 5.3%.
Belgium +25% with Russia
Belgian products like those of Calsa and other leading
exporters are seeing their fastest export growth on
the Russian market, particularly with locally-packed
pears and Flandria tomatoes and salads. “We are increasing
our sales with Russia by 25%, supplying all
kind of products in mixed trucks” confirms Bernard
Buyck, the Calsa managing director. Calsa’s turnover
has increased from €36 million to an expected €41
million this year, with the firm exporting more than
50 references on a regular basis.
Brazilian Fruit, high profile
“We hesitated many years before coming to Russia”,
explains P. N. Pérès, President of the Brazilian
Association of Apple Producers (ABPM). “Now we
are aware that the Russian market is very attractive
to us, and we hope that apples from Brazil will find
Russian consumers. Our country has unique climate
conditions, which influence the unique taste of our
apples”. He is backed by F.C. Segundo, President and
Director of COEX: “Our association of melon growers
has long export experience and we will be glad to
supply our melons to the Russian market. We are
sure that once a consumer buys one, he will never