Germany Technical Mission Report - EMAP
Germany Technical Mission Report - EMAP
Germany Technical Mission Report - EMAP
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<strong>Mission</strong> <strong>Report</strong><br />
Upgrading the Medicinal and Aromatic Plants<br />
Value Chain - Access to Export Markets<br />
<strong>Germany</strong> <strong>Technical</strong> <strong>Mission</strong> &<br />
BioFach and Vivaness Exhibition<br />
(<strong>Germany</strong>, February 2012)<br />
1
<strong>Mission</strong> <strong>Report</strong><br />
Upgrading the Medicinal and Aromatic Plants<br />
Value Chain - Access to Export Markets<br />
<strong>Germany</strong> <strong>Technical</strong> <strong>Mission</strong><br />
& BioFach and Vivaness<br />
Exhibition<br />
This document was prepared by <strong>EMAP</strong> technical team. It is based<br />
on conducted mission carried out during February 2012 to<br />
<strong>Germany</strong>.<br />
April<br />
2<br />
2012
Contents<br />
EXECUTIVE SUMMARY ........................................................................................................................................... 1<br />
ABOUT THE PROJECT ............................................................................................................................................. 2<br />
1 OBJECTIVE OF THE MISSION .......................................................................................................................... 4<br />
2 PARTICIPANTS ............................................................................................................................................... 4<br />
3 TECHNICAL MEETINGS WITH POTENTIONAL INSTITUTES ............................................................................... 5<br />
4 BIO FACH & VIVANESS 2012 EXHIBITION ..................................................................................................... 11<br />
5 VISITED BOOTHS OF POTENTIAL/CURRENT MAJOR CLIENTS OF EGYPTIAN MAPS ....................................... 15<br />
6 OUTCOMES.................................................................................................................................................. 26<br />
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<strong>Technical</strong> <strong>Mission</strong> to <strong>Germany</strong> April 2012<br />
Executive Summary<br />
This report is representing main findings of the project technical mission to<br />
<strong>Germany</strong> held on Ferbrauary 2012, including technical meetings with experienced<br />
international institutes with demonstrated capabilities in technology transfer in the<br />
field of upgrading MAP value chains and its members. In addiotn to participation in<br />
the Trade Exhibition Bio Fach & Vivaness 2012, focusing on detailed information on<br />
the main opportunities identified for Egyptian Medicinal and Aromatic Plants (MAP)<br />
exporters, as well as in presenting the main results of a perception analysis<br />
conducted with international MAP related entities (mainly importing companies)<br />
participating in that event.<br />
The technical mission included several meetings with the aim of studying<br />
future cooperation in conducting joint activities with the <strong>EMAP</strong> Project such as<br />
workshops or seminars covering areas of production, post harvest activities and<br />
value addition opportunities. <strong>Technical</strong> meetings with targeted entities were<br />
successfully conducted including: Institute of Agricultural Engineering- University of<br />
Hohenheim, HILD samen GmbH, and ENZA ZADEN GmbH & Co. KG.<br />
BioFach and Vivaness 2012, in Nuremberg is a leading international trade<br />
fair for organic products. It is the meeting point for suppliers and decision makers<br />
from production and trade in the organic industry. The World Organic Trade Fair, is<br />
distinguished by its vigor, internationality and innovative power. The Trade Fair<br />
attracts some 2,500 exhibitors and around 43,000 trade visitors from over 80<br />
countries in the world. Under the patronage of IFOAM (International Federation of<br />
Organic Agriculture Movements) and with BÖLW (German Federation of the<br />
Organic Food Industry), BioFach provides the constantly high quality of the products<br />
on display through strict admission criteria.<br />
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<strong>Technical</strong> <strong>Mission</strong> to <strong>Germany</strong> April 2012<br />
About the project<br />
“Upgrading the Medicinal and Aromatic Plants Value Chain – Access to<br />
Export Markets”<br />
Overview<br />
The project “Upgrading the Egyptian Medicinal and Aromatic Plants Value Chain –<br />
Access to Export Markets” (also referred as <strong>EMAP</strong> project) aims at fostering advancements<br />
in the sector by establishing an integrated quality and safety scheme, improving varieties,<br />
increasing productivity, reducing losses, and upgrading production and processing<br />
technologies. The project implements specialized programs for value addition and<br />
improving access to international markets.<br />
The project, started in 2011 for duration of four years, is implemented by the<br />
Agriculture and Agro-Industries Technology Center (ATC) - Ministry for Industry and<br />
Foreign Trade in cooperation with the United Nations Industrial Development Organization<br />
(UNIDO) funded by the Swiss Secretariat for Economic Affairs (SECO).<br />
Expected Results<br />
� “Egyptian Quality Scheme” in place following international best practices<br />
� Sustainable technical support centres serving main production areas<br />
� Improved production techniques following good agricultural, manufacturing, and<br />
hygiene practices<br />
� Effective tools for product development and value addition in response to market<br />
demand<br />
� Export consortia for joint promotional and export oriented activities<br />
� Effective channels for market access<br />
Implementation Approach<br />
The project is adopting an integrated approach targeting all supply chain members<br />
by establishing public private partnerships. Development and technical support programs<br />
are carried out through a network of specialized technical centres affiliated to the<br />
Technology Development Department - Ministry of Industry and Foreign Trade.<br />
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<strong>Technical</strong> <strong>Mission</strong> to <strong>Germany</strong> April 2012<br />
Partners<br />
The project is implemented in close cooperation with relevant entities including the<br />
Ministry of Agriculture and Land Reclamation and its affiliated organizations, Agriculture<br />
Export Council, Egyptian Spices and Herbs Export Development Association, Egyptian<br />
Organization for Standards and Quality, National Food Safety Authority, General<br />
Organization for Export and Import Control, Foreign Trade Departments of Ministry of<br />
Industry and Foreign Trade, Food Technology Center, Cleaner Production Technology<br />
Center, and Swiss Import Promotion Programme.<br />
Target Groups<br />
The project is directly targeting all supply chain members including growers, preprocessors,<br />
traders, manufacturers, exporters and service providers with focus on small<br />
and medium enterprises. In addition, the project is indirectly supporting and building<br />
capacities of governmental, non-governmental organizations, research and scientific<br />
institutions.<br />
Programs<br />
For easiness in achieving the objectives of the project and in keeping in contact<br />
with its beneficiaries and partners, the project’s activities have been grouped under the<br />
following seven programs:<br />
- Business Development<br />
- Product Development<br />
- Export Consortia<br />
- National Quality Scheme<br />
- <strong>Technical</strong> Assistance<br />
- Research & Development<br />
- <strong>EMAP</strong> Academy<br />
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<strong>Technical</strong> <strong>Mission</strong> to <strong>Germany</strong> April 2012<br />
1 Objective of the <strong>Mission</strong><br />
With a clear objective of seeking modern technologies, emphasizing on value<br />
addition, enhancing efficiency, productivity, reducing post harvest losses and creating<br />
viable partnerships with technical institutes; <strong>EMAP</strong> project has identified that the MAP<br />
sector lacks the professional technical consultation, which consider as a major challenge.<br />
The project has concluded, that increasing production through cultivating high value<br />
varieties, enhancing conditions at pre-processing facilities and value addition will facilitate<br />
achieving this target, effectively.<br />
In order to upgrade knowledge and skills of project field staff, and prepare them for<br />
their scope of work, this technical mission shall convey knowledge and technology on<br />
production and technologies in drying techniques and provide firsthand experience on<br />
global market trends and perspectives.<br />
2 Participants<br />
� Mahmoud Abdelsalam National Coordinator<br />
� Ahmed M. Sobhy <strong>Technical</strong> Officer<br />
� Ibrahim Nassar Senior Agronomist<br />
� Moamen Gaber Agronomist<br />
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<strong>Technical</strong> <strong>Mission</strong> to <strong>Germany</strong> April 2012<br />
3 <strong>Technical</strong> meetings with potentional institutes<br />
3.1 Enza Zaden<br />
Within the Enza Zaden Organization,<br />
<strong>Germany</strong> is the breeding specialist for radishes,<br />
lettuce and herbs. This was one of the reasons<br />
why active for many years was a very close<br />
cooperation, which led in 2001 with the<br />
acquisition of the entire activities of vegetables<br />
Juliwa-Markensaat in a new era. With the<br />
technical and personnel requirements of Enza<br />
Zaden existing breeding programs could be<br />
enhanced greatly.<br />
3.1.1 History<br />
The roots of Enza Zaden <strong>Germany</strong> go back to the beginning of last century. At that<br />
time, Julius Wagner founded in Heidelberg, a company to operate with commercial seed<br />
growers. In the following decades the company grew into a major company. An important<br />
contribution to the success was the beginning of one's own culture in the 40s.<br />
Collaboration with Enza Zaden in Holland began very early in October 2001 and<br />
ultimately led to the long planned step in the acquisition of the entire area including the<br />
vegetable breeding.<br />
One of the main tasks of the young company was to build a completely new<br />
operation in the heart of the Palatinate, one of the largest vegetable-growing regions.<br />
3.1.2 Enza Zaden <strong>Germany</strong><br />
In 2004, the new company started to work. From this location the countries<br />
<strong>Germany</strong>, Switzerland, Austria and the Czech Republic will be processed. In breeding they<br />
are responsible for radishes, lettuce and herbs. These are breeding programs that have<br />
already existed in the Julius Wagner-term, intensified significantly and are now being<br />
distributed worldwide through various subsidiaries Enza.<br />
A close cooperation of the breeding, production through to sales, in close contact<br />
with the practice are the keys to the successful cultivars that are adapted to the needs of<br />
the market.<br />
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<strong>Technical</strong> <strong>Mission</strong> to <strong>Germany</strong> April 2012<br />
3.1.3 Areas of Discussion<br />
� Major crops and varieties suitable for<br />
production under Egyptian context and<br />
environmental conditions, such as (Basil,<br />
Parsley, Chives, Coriander, Dill, Lemon Palm,<br />
Oregano).<br />
� Characteristics of varieties introduced to<br />
Egyptian context and comments raised by<br />
<strong>EMAP</strong> technical staff.<br />
� Meetings held between <strong>EMAP</strong> technical staff Meetings held between <strong>EMAP</strong><br />
technical staff members and representative of Enza Zaden in Egypt, Asem Dos Co.,<br />
and their positive feedback and potentiality of future cooperation.<br />
3.1.4 Potential Collaboration:<br />
� Providing samples of existing and new developed varieties suit Egyptian context for<br />
experimental and evaluation purposes, with requirements and specification.<br />
� Potential availability for providing and/or recommending technical production<br />
international experts from Enza Zaden staff and/or network.<br />
� Conducting joint field days, technical seminars and workshops targeting exporters<br />
and producers in Egypt.<br />
� Providing technical consultation and assistance to Enza Zaden clients in Egypt,<br />
through technical activities conducted by <strong>EMAP</strong> field staff in close coordination<br />
with technical staff of Enza Zaden representative in Egypt.<br />
� Providing <strong>EMAP</strong> project with a list of potential and/or identified international<br />
consultants and experts in the field of MAP production and post harvest operations.<br />
� Preparing upcoming joint activities with coordination of <strong>EMAP</strong> project, Enza Zaden<br />
Co. and representative in Egypt.<br />
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<strong>Technical</strong> <strong>Mission</strong> to <strong>Germany</strong> April 2012<br />
3.2 Institute of Agricultural Engineering, University of Hohenheim<br />
3.2.1 About the University<br />
Hohenheim cultivates international partnerships with universities and other<br />
research institutes in over 90 countries around the world; furthermore, the university<br />
manages an array of individual research partnerships. The university is a member of the<br />
Euro league for Life Sciences.<br />
Five research stations, four state institutes and<br />
five research centers enable intensive, interdisciplinary<br />
and practice-oriented research in-situ.<br />
Currently, more than 8000 students attend a total of<br />
41 courses of study in the fields of "General and<br />
Applied Natural Sciences“, "Agricultural Sciences"<br />
and "Economic and Social Sciences“. They cherish<br />
their "easy access campus" with its expansive parks.<br />
The largest faculty is the Faculty of Economic and Social Sciences, in which about half of<br />
the student population is enrolled. About 30 per cent study at the Faculty Agricultural<br />
Sciences, about 20 per cent at the Faculty of Natural Sciences. Well over half of all students<br />
in Hohenheim are women. The proportion of foreign students in Hohenheim was always<br />
high. It currently stands at 15 per cent. They come from over 90 countries on all<br />
continents.<br />
3.2.2 Agricultural Engineering in the Tropics and Subtropics<br />
Driven by increasing scarcity of natural<br />
resources, the Tropics and Subtropics Group<br />
of Agricultural Engineering is working on<br />
technologies for improved efficiency of water<br />
and energy use. Research on water-saving<br />
irrigation strategies and renewable energy<br />
supply systems are major activities. As<br />
postharvest processes such as drying are<br />
especially energy intensive, this forms a<br />
special research focus. Fundamental research<br />
is performed in an interdisciplinary context<br />
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<strong>Technical</strong> <strong>Mission</strong> to <strong>Germany</strong> April 2012<br />
with complementary disciplines. To support<br />
knowledge transfer to practice, results are<br />
verified and adjusted in applied research.<br />
Continuous feedback from practice<br />
application guarantees that fundamental<br />
research of the group is addressing relevant<br />
and exigent problems.<br />
Specific methodical competences are:<br />
- Systematic Design (VDI 2221) and<br />
Computer Aided Engineering (CAE-Software CATIA)<br />
- Computational Fluid Dynamics (CFD-Software FLUENT)<br />
- Model-based control of postharvest for processes<br />
- Non-invasive sensor systems for in situ measurements of physiological conditions<br />
(drought stress, maturity)<br />
3.2.3 Areas of Discussion<br />
� Implemented and current projects hosted by the tropical and subtropical group,<br />
which match <strong>EMAP</strong> project activities within the frame of research and development<br />
(R&D) programme.<br />
� After this introductory meeting, an orientation tour was conducted in the research<br />
facility, workshop and laboratory areas, where small scale models of drying<br />
techniques are evaluated.<br />
3.2.4 Potential Collaboration:<br />
� Providing <strong>EMAP</strong> with list of recommended international experts working in the field<br />
of MAP production, postharvest treatments and product development.<br />
� Exchanging published research papers and possibility of publishing on <strong>EMAP</strong> portal,<br />
as sources for R&D ideas.<br />
� Provide linking channels with Egyptian researchers and research institute.<br />
� Working on mutual concept with close coordination with tropical and subtropical<br />
group on existing problem or technical issue raised by <strong>EMAP</strong> under the Egyptian<br />
context.<br />
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<strong>Technical</strong> <strong>Mission</strong> to <strong>Germany</strong> April 2012<br />
3.3 HILD samen<br />
3.3.1 About the company<br />
The HILD seed company was founded in 1919 by Karl HILD as a family business in<br />
Marbach/Neckar, <strong>Germany</strong>. Since 1988 we have been affiliated with Nunhems/NL and thus<br />
are an internationally active vegetable breeding company that operates in the most<br />
important crop-producing countries in Europe and the rest of the world. With us, progress<br />
has tradition.<br />
HILD and Nunhems maintain breeding programmes for all important vegetable species,<br />
from which highly productive varieties for professional growing result. Apart from<br />
breeding, seed processing is an important focal point of our research activities. With the<br />
help of modern processing methods (priming, prestinun pills) they have made a name for<br />
themselves.<br />
In the complimentary grower catalogue you can find an assortment of seeds from<br />
approximately 100 vegetable species from the company as well as detailed information<br />
about the varieties and seed forms.<br />
Bayer Crop-Science subsidiary HILD samen GmbH has opened enlarged seed technology<br />
facilities at its site in Marbach am Neckar, <strong>Germany</strong>. The company plans to process and<br />
store various types of vegetable and herb seeds on an area of 4,000 m² centrally at the site<br />
in the future. HILD has invested some EUR 4 million in the facilities.<br />
For the new building, HILD acquired the 4,700 m² area of land located next to its existing<br />
site in late 2009. HILD's Marbach site, where its team of 75 employees breeds and<br />
processes new varieties of radish, herbs such as chives, parsley, basil, dill, and other crops,<br />
now covers an area of more than 17 hectares. In 1989, HILD was the first breeding<br />
company in <strong>Germany</strong> with protected varieties to also produce and market certified organic<br />
seeds. In addition to its sales to professional horticultural producers, HILD also markets<br />
seed for the home garden sector worldwide via repacking companies.<br />
3.3.2 Areas of Discussion<br />
� Breeding programmes, development<br />
activities toward new varieties and<br />
methodologies of production of herbs<br />
seeds in different locations.<br />
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<strong>Technical</strong> <strong>Mission</strong> to <strong>Germany</strong> April 2012<br />
� Production scope of Hild’s products are divided into 3 major groups:<br />
� Basil, Root Parsley, Chives, Coriander and Dill<br />
� Thyme, Sage, Marjoram, Oregano and Mellissa<br />
� The smaller group is True Estragon cuts, Stevia cuts and True Mint cuts<br />
� Interest of Hild samen regarding fresh MAP products and niche market of dried<br />
MAP products.<br />
� <strong>Technical</strong> obstacles facing invasion of Egyptian context with current varieties<br />
produced by Hild samen, in terms of political situations, economical circumstances,<br />
form of regulatory, local representing, issues of communications, etc.<br />
3.3.3 Potential Collaboration:<br />
� Arrangements for a technical visit to technical staff members from Hild samen to<br />
Egypt, targeting potential clients and exporters of MAP crops.<br />
� Possibility of arranging a technical study tour for group of major producers and<br />
exporters in Egypt during the field day conducted by Hild samen in next July.<br />
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4 Bio Fach & Vivaness 2012 Exhibition<br />
4.1 Our <strong>Mission</strong><br />
In this fair the <strong>EMAP</strong> Project Team visited<br />
about 120 companies which are<br />
interested in the MAP products even they<br />
are an existing companies importing from<br />
the Egyptian market or a potential ones<br />
whom we are expecting them to enter<br />
our market after the awareness with the<br />
Egyptian products, the benefits earned<br />
from entering the Egyptian market and<br />
explaining briefly our project and its<br />
impact.<br />
<strong>EMAP</strong> team has made a survey asking these companies in a short questionnaire about their<br />
satisfaction with Egyptian product and what are their expectations concerning the<br />
improvement of the Egyptian product’s quality, food safety and logistics.<br />
The international organic sector Bio Fach will be next time in Nurnberg from 13–16<br />
February 2013, and the contract with Romania as Country of the Year in 2013 is about to<br />
be signed.<br />
4.2 Bio Fach & Vivaness 2012 Exhibition Overview<br />
In this exhibition 2,420* exhibitors (international share: 70 %)<br />
presented their products to 40,313* trade buyers from 130<br />
countries (international share: 41 %) at BioFach and Vivaness<br />
2012. This time the decision-makers were out in force at the<br />
world’s leading exhibition. Every second visitor decisively<br />
influences the purchasing or procurement process in his company<br />
– an increase of 20 percentage points. Besides <strong>Germany</strong> (23,592),<br />
the top 5 countries for visitors included Austria (1,606), Italy<br />
(1,313), the Netherlands (1,218) and France (1,129). The<br />
assembled organic players at BioFach, the World Organic Trade<br />
Fair, and the parallel Vivaness, Trade Fair for Natural Personal<br />
Care and Wellness, used the occasion to announce more growth. The German market grew<br />
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<strong>Technical</strong> <strong>Mission</strong> to <strong>Germany</strong> April 2012<br />
by 9 % to 6.59 billion EUR in 2011, and international organic sales are just under 60 billion<br />
US dollars. Despite the financial crisis, BioFach’s international patron, the International<br />
Federation of Organic Agriculture Movements (IFOAM), and its national supporting<br />
organization, Bund Ökologische Lebensmittelwirtschaft (BÖLW – German Federation of the<br />
Organic Food Industry), assume more market growth in the future.<br />
4.3 Organic country India: inspiring, varied and credible<br />
Guests in India are welcomed with “Namaste”. This is what the 50 exhibitors from the<br />
Indian subcontinent did and impressed this year’s professional international audience with<br />
a colourful opening ceremony, inspiring fashion shows, a top congress programme and a<br />
variety of culinary treats from their home country’s rich store of organic raw materials.<br />
Congress focus on sustainability inspired over 800 participants. Every year, BioFach and<br />
Vivaness offer the sector the largest international congress on current and market-relevant<br />
topics. 8,274 congress participants sourced information at 161 events in 2012. An average<br />
of 50 people were interested in each of the individual presentations and panel discussions.<br />
Altogether 840 visitors were exceptionally interested in this year’s congress focus on<br />
Sustainability in the Organic Movement and in the 12 events at the new Sustainability<br />
Forum.<br />
4.4 Vivaness 2012: radiant, naturally beautiful and successful<br />
The 204 firms – 6 manufacturers more than last year – that presented their products at the<br />
Trade Fair for Natural Personal Care and Wellness came from 26 countries. The exhibitors<br />
at Vivaness occupied a total net space of some 5,000 m². Besides <strong>Germany</strong> with 81<br />
manufacturers, France (46) and Italy (27) were strongly represented again. The<br />
international share of exhibitors was 60 %. At the BREEZE show, the leading exhibition<br />
offered a special platform for trendy young labels with special strategies and concepts for<br />
the second time. 7 manufacturers from <strong>Germany</strong>, Switzerland, Italy and France used this<br />
form of presentation in 2012. The Vivaness Forum is one of altogether 8 forums that<br />
supplement the focuses and special themes of the exhibition duo. 47 top speakers inspired<br />
600 visitors with information and discussions at the 14 events in 2012.<br />
4.5 Impetus for the sector: highlights and new products<br />
Trade buyers discovered and experienced organic products from 83 countries at BioFach<br />
and Vivaness 2012. Besides <strong>Germany</strong> with 732 exhibitors, the top 5 included Italy (383),<br />
France (184), Spain (137) and Austria (98). In 2012, the exhibition highlights from the<br />
organic food segment, the heart of BioFach, again included organic wine, the MUNDUS<br />
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<strong>Technical</strong> <strong>Mission</strong> to <strong>Germany</strong> April 2012<br />
VINI BioFach International Organic Wine Award, and organic olive oil with the Olive Oil Bar<br />
and Award. 199 producers of organic wine from 23 countries presented their products at<br />
the world-leading exhibition. Organic olive oil was presented by 219 producers from 26<br />
countries. Lovers of fish specialities in organic quality looked forward to a special<br />
experience for the first time: The Fish Market opened in hall 6 with 8 exhibitors, who<br />
presented certified fish and seafood products for tasting on the spot. Altogether 34<br />
exhibitors at the world’s leading exhibition offered a range of products in this segment.<br />
The premiere of the Coffee Tasting area was another enjoyable highlight. Here professional<br />
baristas provided an insight into the fine world of coffee aromas and the variety of this<br />
popular organic product. There were 22 different coffees to experience.<br />
4.6 Visitors chose the Best New Product Awards in 2012<br />
For almost half of the visiting professionals, the most important reasons for visiting<br />
BioFach and Vivaness include information about new products followed by general market<br />
orientation. For the second time round, the visitors had the chance to choose the most<br />
innovative products from all 223 entries in seven categories on the BioFach Novelty Stand<br />
in 2012. The winners were: Naturland “ei care” fair eggs, Marktgesellschaft der<br />
Naturlandbetriebe (Basic Food), “Spice around the World-Try it!”, Sonnentor (Delicatessen<br />
& Spices), Emils Natural Dressings + Dips, Emils Feinkost (Convenience), “Oven Snack”<br />
Ham-Cheese and Pepper-Cheese spread, Weißenhorner Molkerei (Milk & Dairy Products),<br />
Glück am Stiel (ice on a stick), Mammas & Pappas (Baked Products & Confectionery), and<br />
Organic Limoncello Lemon Liqueur, L. Dwersteg (Drinks). The winner among the Natural<br />
Products was the Aries Seed Bomb Kit from Aries Naturprodukte.<br />
4.7 Worldwide organic market growing consistently<br />
Market analysts forecast extremely positive development for organic food, natural<br />
cosmetics and natural products. Worldwide sales in the organic sector amounted to 59<br />
billion US dollars in 2010 (IFOAM). The driving forces behind the development include the<br />
increasing quality awareness of consumers and the growing organic ranges stocked by the<br />
conventional trade, plus the increasing supply due to the larger areas used for organic<br />
farming. The organic area in Europe has continued to grow strongly and is approaching 10<br />
million ha. 9.7 million ha were farmed by organic methods in 2010, which equates to 2 %<br />
of the total agricultural area.<br />
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<strong>Technical</strong> <strong>Mission</strong> to <strong>Germany</strong> April 2012<br />
4.8 Country of the Year at BioFach 2013<br />
The international organic sector meets next time in Nürnberg from 13–16 February<br />
2013. The contract with Romania as Country of the Year in 2013 is about to be signed.<br />
Welcome and bine ati venit! Romania is one of the dynamic organic markets in Central and<br />
Eastern Europe. The organically farmed area in Romania rose in 2011 by 13 % over the<br />
previous year to account for 2.3 % of the country’s total agricultural area. Romania<br />
exported 150,000 tons of organic goods to the value of 150 million EUR in 2010. Sales are<br />
to grow by another 20 % in 2012.<br />
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<strong>Technical</strong> <strong>Mission</strong> to <strong>Germany</strong> April 2012<br />
5 Visited Booths of Potential/Current Major Clients of<br />
Egyptian MAPs<br />
5.1 Sonnentor<br />
SONNENTOR Kräuterhandels GmbH was founded in the<br />
Waldviertel in 1988. Starting point for the founder and<br />
CEO John Gutmann was the idea of selling organically<br />
farmed goods under the logo of the smiling sun on regional<br />
and international market. In 1992, an old farm in Sprögnitz<br />
was purchased and used as the business head quarters.<br />
The SONNENTOR motto, “Today the SONNENTOR sun is<br />
going to rise for you” is reflected in the products of the<br />
bio-specialist and summarizes the company philosophy.<br />
With a 50 percent market share in the specialized organic trade (tea and spices, not<br />
including food trade) In <strong>Germany</strong>, the company holds a 25 percent market share and ranks<br />
in the top 3.<br />
SONNENTOR currently has 135 employees working at their head quarters in Austria and<br />
another 60 in the Czech subsidiary. Since its founding year, SONNENTOR has had a<br />
constant annual growth of 10 to 20 percent. With products sold in more than 45 countries<br />
worldwide, the SONNENTOR export remains the driving force behind the company’s<br />
constant growth. Main export markets are <strong>Germany</strong>, the Czech Republic and Switzerland.<br />
However, countries like Bali, Japan, Malaysia, Hong Kong, Korea and New Zealand are also<br />
among the SONNENTOR export destinations. Over all, nearly 80 percent of the products<br />
are sold abroad. In the past fiscal year (2009/2010), SONNENTOR generated a total<br />
turnover of 20.5 million Euros.<br />
For further information check this link: www.sonnentor.com<br />
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5.2 L’Herbier Du Diois<br />
Supplier of organic herbs for over thirty years, L’Herbier du Diois offers over 350 aromatic<br />
and medicinal herbs, spices, teas, and essential oils exclusively from organic farming.<br />
Since more than thirty years, their company has<br />
maintained lasting relationships and solidarity with<br />
producers and has now more than 500 customers<br />
worldwide.<br />
They hold many certifications (AB, Demeter,<br />
Biosolidaire, NOP, JAS and Bio Suisse); they also offer<br />
valuable services to our customers such as various<br />
cuts, steam sterilization, or vacuum packaging’s.<br />
For further information check this link: www.herbier-du-diois.com<br />
5.3 Worlee<br />
Since almost 250 years a good address When<br />
Johann Nikolaus Worlée in 1783 took the citizen’s<br />
oath of the Free and Hanseatic City of Hamburg as<br />
a spice trader he probably didn’t imagine that this<br />
would be the first milestone of a worldwide<br />
successful company.<br />
According to the tradition of that time, the<br />
company was established in 1851 and primarily<br />
focussed on trading with colonial goods, soon followed by natural resins originating from<br />
the forests of Southeast Asia and Africa. They were used as a basis for the production of<br />
varnishes and paints. After the end of the war in 1945, the Hamburg-based company<br />
started to develop new business segments. The own production and processing plants as<br />
well as the several branch offices all around the world underline that Worlée belongs to<br />
the most modern companies in this industrial sector. As a supplier with heart and soul,<br />
customer satisfaction and quality assurance have been occupying since then the centre<br />
stage and are part of the philosophy of Worlée.<br />
For further information check this link: www.worlee.de<br />
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5.4 Elixens<br />
In 1987 Emmanuel Alvès founded the Orgasynth<br />
became Elixens group of which he is still Chairman.<br />
Between 1987 and 2001, the Group specialised in fine<br />
chemicals and specialty chemicals.<br />
In 2001, it diversified by entering the fragrance and<br />
flavours market by taking over Adrian SA which<br />
became Adrian Industries SAS, an international trader<br />
of essential oils and aromatic materials based in Aixen-Provence<br />
which has two subsidiaries, one in<br />
England, Adrian Essential Oils (became Elixens UK<br />
LTd) and one in the USA, Adrian America Inc (became Elixens America Inc.).<br />
In January 2003, Elixens acquired Fontarôme, a company specialized in food flavorings. The<br />
Group then embarked upon its development in the design and manufacture of sweet and<br />
savory flavors for food and pharmaceutical industries.<br />
At the same time, it reinforced its position as a<br />
producer of natural raw materials when it acquired<br />
companies that produce essential oils in the Comoros<br />
(Bambao) and Eastern Europe (Eastaroma). It<br />
established partnerships with local producers in<br />
Provence, in the Indian Ocean and in Latin America.<br />
In 2005, Elixens acquired Floressence, a family business based in Grasse, the cradle of the<br />
perfume industry, thus gaining its know-how in fragrance compounds for fine perfumery,<br />
cosmetics, technical and functional perfumery.<br />
In July 2007, the Group sold its fine chemicals and coloring divisions to Argos Soditic, the<br />
European investment fund, and re-focused on raw materials, flavours and fragrances which<br />
have become its core business. Six months later, Orgarôme, became Elixens France, was<br />
created from the merger of Elixens' aromatic raw materials (Adrian Industries) and flavours<br />
operations (Fontarôme).<br />
In June 2008, Elixens continued to strengthen its position as a producer of essential oils<br />
and aromatic materials by buying up the French company Agipal. Since 1962, this company<br />
had been producing 100% pure and natural essential oils and complex essential oils,<br />
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<strong>Technical</strong> <strong>Mission</strong> to <strong>Germany</strong> April 2012<br />
vegetable oils and other floral waters. This acquisition allowed the Group to develop faster<br />
in the cosmetics sector. Agipal was integrated into Elixens France in October 2008.<br />
On 17 March 2010, through its subsidiary Elixens France, Elixens bought up Sanoflore’s<br />
Raw Materials Division, located in the Drôme, the cradle of Organic production and<br />
France’s leading department for Organic products. Through its production subsidiaries in<br />
the Ukraine and the Comoros, Elixens was already active in the Organic raw materials but<br />
this acquisition confirmed its desire to become a leading player in the Organic sector.<br />
In December 2010, Elixens has wholly acquired the Brazilian company Bio Inter. located in<br />
Sao Paulo, Bio Inter is specialized in the international trade of fragrance compositions and<br />
aromatic raw materials, primarily to Mercosur countries since 1985.<br />
Today the flexibility, pragmatism and responsiveness of the Group’s 200 employees make<br />
it an extremely dynamic entity.<br />
For further information check this link: www.elixens.com<br />
5.5 Florapharm<br />
The production and warehouse facilities are located in<br />
Scheßlitz, near the city of Bamberg (North Bavaria),<br />
<strong>Germany</strong>. This has proven to an ideal location, Friendly and<br />
qualified staff guarantee an efficient production process and<br />
the distribution of first-class teas. They also obtain<br />
ingredients from certified farms around Bamberg for the<br />
production of their teas.<br />
The facility in <strong>Germany</strong> is centrally located among<br />
convenient driving routes, which allow them to offer the<br />
customers quick and economical deliveries. And while you<br />
are visiting Florapharm, be sure to enjoy the picturesque<br />
landscape and the enchanting city of Bamberg.<br />
Certified Organic teas play an important role at Florapharm. In fact, organic teas now make<br />
up about 24% of their total tea production. Also Florapharm offers you a diversified<br />
product line of approximately 1000 different tea varieties with a minimum order of 24 kg.<br />
And they can develop and produce individual proprietary blends<br />
They are certified with DIN / EN ISO 9001: 2000, EU Organic, NOP and IFS-Certification.<br />
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For further information check this link: www.florapharma.de<br />
5.6 Organic Flavour Company (OFC)<br />
At the Organic Flavour Company, they have been working<br />
with organic tea, spices and herbs for more than 30 years.<br />
The passion with which they do their work and the knowhow<br />
they have accumulated over years are your guarantee<br />
for delicious organic products.<br />
Their experts know exactly where the best organic teas,<br />
herbs and spices grow, and support projects around the<br />
world, in order to optimize the quality of these products. It's not by chance that their<br />
biological products taste better than ordinary ones!<br />
The market for biological food is a growth market where public authorities and consumers<br />
set increasingly high standards. Consumers have become more conscious about the<br />
products they eat and are more critical about how food is<br />
produced and the effects on the environment.<br />
Their quality assurance systems such as HACCP and BRC<br />
show that they meet the statutory requirements and that<br />
they take the wishes of the consumer into account. As an<br />
organisation they are responsible for complying with these<br />
guidelines and meeting the specific expectations of the consumer. This philosophy is the<br />
foundation of all our product groups.<br />
For further information check this link: www.ofc.nl<br />
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5.7 Sumy Fito Farmacia Ltd.<br />
Sumy Fito Farmacia Ltd. – specialized company on<br />
growing, collection, processing, producing and<br />
supplying of medicinal vegetative raw materials,<br />
spices and natural tea ingredients.<br />
Located in Sumy city, Ukraine where the company<br />
have head office and production facilities. They are<br />
one of the leading representatives of medicinal<br />
vegetative raw materials market, spices market and<br />
natural ingredients market on the territory of Central<br />
and Eastern Europe by assortment range and processed volume of our products.<br />
Having wide net of suppliers and farmers in Ukraine, main their rest they concentrated on<br />
cultivating and collection of wild growing medicinal vegetative raw materials and spices.<br />
During the cultivation of medicinal vegetative raw materials, they use practice for herbs<br />
cultivation which was used at the time of Soviet Union and also they use practice which is<br />
applicable abroad (Good Manufacturing Practice). During collection of medicinal herbs<br />
they use recommendations which were taken from technical documentation and National<br />
Pharmacopoeia, issue XI, and also recommendations of Wild Crafting Practice, which is<br />
applicable abroad. More than half of their products assortment (about 70 %) they obtain in<br />
Ukraine. The rest part they import from other countries, like CIS, Balkans, Africa, Asia and<br />
South America.<br />
Having big net of client in the world, they have possibility to offer and supply big quantity<br />
of herbs and spices. they have own system of quality control in the company, by using<br />
which they always can control quality of incoming goods for corresponding to all standards<br />
and requirements which they use, also to control quality of the products during production<br />
process, and during sending products to our customers. Their products are selling in the<br />
markets of Ukraine and Russia, where they keep leading status, and also in the markets of<br />
Europe, America, Japan, and Asia. Their clients are biggest producers of food products, tea,<br />
pharmaceutical products, and cosmetic products.<br />
In total, the company works with more than 400 names of medicinal vegetative raw<br />
materials and spices. Turnover of the company is about 5000 tons of medicinal vegetative<br />
raw materials, spices and tea ingredients every year. Having big, qualified and friendly staff<br />
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<strong>Technical</strong> <strong>Mission</strong> to <strong>Germany</strong> April 2012<br />
they work for satisfying their client’s needs and always ready to study, grow and develop<br />
and do not stop on achieved.<br />
For further information check this link: www.fitofarm.com<br />
5.8 BioIasis<br />
The company BIOIASIS was established in 2006 with<br />
the purpose of offering healing - IASIS - through<br />
natural products like herbs, spices and essential oils.<br />
The company is certified by QWAYS, a Greek<br />
inspection and certification organization, member of<br />
IFOAM.<br />
The company has collectors and cultivators all over<br />
Greece and starts a new collaboration with producers in Albania. It also imports herbs,<br />
spices, essential oils and extracts from other<br />
countries for the Greek local market.<br />
BIOIASIS works together with acknowledged<br />
laboratories for regular analyses on pesticides and<br />
heavy metals.<br />
They invest in research and aim for international<br />
cooperation because they believe that progress<br />
and development are only possible when done on<br />
an international level.<br />
For further information check this link: www.bioiasis.net<br />
5.9 Astier Demarest<br />
ASTIER DEMAREST Company is established in Grasse<br />
in 1880 is firstly linked to the history of the perfume<br />
industry. Specialized in the distribution of natural<br />
and synthetic aromatic source materials, they<br />
import them mostly from their countries of origin,<br />
for the sectors of perfumery, cosmetics,<br />
aromatherapy, and food flavouring.<br />
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Background<br />
Their role as a partner makes the company an essential link in the chain: a relay between<br />
their customers and suppliers, they contribute to the establishment of qualities and to the<br />
evaluation of quantities for production; they assure on-site controls during production and<br />
the eventual adjustment of manufacturing procedures to achieve the best standardization<br />
of the products.<br />
LOGISTICS<br />
They have a customs-certified storehouse with over 1,500 sq. meters of space and 300<br />
tonnes of capacity, enabling contract stocking and delivery on demand their logistics<br />
service, in collaboration with the major transporters, guarantees rapid delivery of small<br />
quantities or large volumes of product.<br />
For further information check this link: www.astierdemarest<br />
5.10 Albert Vieille SA<br />
Marius Laborma, the founder in 1920 of this company<br />
started by commercializing bigarade orange peels. He<br />
then developed his activities by importing aromatic plants<br />
and essential oils as well as distilling and extracting local<br />
plants & flowers, such as rose, orange or orrisroot.<br />
Activities in Grasse were at its peak; the town rightly<br />
honored itself with this title: World perfume capital.<br />
Albert Vieille, in 1968, takes charge of the company's activities.<br />
He must be credited with the development of the entire importation network.<br />
With Georges Fernando, chairman since 1992, three development lines have been stressed<br />
upon: opening new markets, production (through the acquisition of Aromazur, an aromatic<br />
raw materials production facilities set nearby Seville, Spain) as well as Research &<br />
Development.<br />
For further information check this link: www.albertvieille.com<br />
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5.11 Doens Food Ingredients<br />
The company originally started as a family owned milling<br />
company in 1891 in IJzendijke. The old mill is still there, but<br />
over the past few years the company has grown from a local<br />
grain trader to one of Europe’s key players in the market for<br />
organic food and feed ingredients, keeping thousands of<br />
tons of product in stock. The company is still family-owned<br />
and managed by the 3rd generation of the Doens family.<br />
(DFI) is a family-owned company and is one of Europe’s leading importers and exporters of<br />
organic food and feed ingredients, serving the wholesale<br />
industry.<br />
From the headquarters in IJzendijke, strategically located in<br />
between the European Main Ports of Rotterdam and<br />
Antwerp, DFI imports the most exotic food ingredients from<br />
all over the world. As a matter of fact DFI seems to bring the<br />
VOC era back to life. The trading company is aiming more<br />
and more at oriental, outlandish products and trades in a way that our country knew in the<br />
17th century. The sailing boats in the meantime have been replaced by container ships, but<br />
the resemblance with the advanced business spirit of our pioneering ancestors is obvious.<br />
For further information check this link: www.doensfood.com<br />
5.12 HALILOVIC “DOO<br />
This company is a small family enterprise from Ilijas near<br />
Sarajevo established in 1983.<br />
They have 16 employees educated for specialized<br />
production of essential and aromatic oils, Decorative<br />
items made from wild herbs, Natural cosmetics<br />
products, Medicinal herbs and Teas and infusion<br />
Rich raw material basis enable them to offer unique<br />
products of high quality. They educated 59 families for collection of wild growing medicinal<br />
and aromatic plants and mushrooms according to principles of EU regulation what proofs<br />
obtained IMO certificate (No.22183).<br />
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Continuous collaboration with Agricultural Institute Sarajevo shows that their main<br />
concern is to preserve quality of its products.<br />
For further information check this link: www.bio-halilovic.com<br />
5.13 Giotti<br />
The Henry Giotti SpA, aware of its great historical heritage, has long since started, with<br />
great determination and considerable operational capacity, a process of radical change.<br />
The strategy has resulted in acquisitions both nationally and internationally, in order to<br />
explore both existing and emerging markets, with the goal of generating shareholder value<br />
over time more and more important in terms of sales, image, product quality,<br />
competitiveness and innovation services. To innovate means to adapt to sudden changes<br />
in national and international scenarios intercepting the needs of customers and future, not<br />
for the purpose of copying, but rather to propose new authentic fruit of painstaking<br />
research. Innovation should not only be the prerogative of the laboratories or production,<br />
but is a fortunate opportunity to "do business" with new ways of customer service through<br />
highly specialized professionals, new content and above all, new product ideas.<br />
The Henry Giotti SpA intends to achieve these goals by improving the policy through<br />
constant training of professional enrichment, encouraging the sharing of information<br />
involving all sectors: technical, commercial, manufacturing and administrative. An<br />
enterprise network young, dynamic, open and serene in which everyone is aware of<br />
contributing to the success of customers, since this has happened, and always will be, the<br />
main reason for achieving success.<br />
Aromas: A complete and constantly updated library of aromatic raw materials selected<br />
from all over the world, provides the basic elements to assemble, disassemble and<br />
recombine every kind of food or drink. We can create all the experiences of taste and smell<br />
that we live daily, always managing to surprise and anticipate the needs of our customers<br />
keep pace with the times.<br />
Extracts: Extraction and Distillation: processes that symbolize ancient dell'aromatiere work<br />
are reviewed and revised by Giotti the light of modern technologies. Through these<br />
processes we can extract our herbs directly from nature or from our aromatieri imagine<br />
them ever being able to give new emotions of taste accompanied by increasingly<br />
sophisticated and original fragrances.<br />
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<strong>Technical</strong> <strong>Mission</strong> to <strong>Germany</strong> April 2012<br />
Concentrated Juices: More and more products that make reference to fruit or fruit<br />
juices. Not only drinks and ice cream, but also confectionery products: desserts, snacks, or<br />
snacks. In terms of availability, knowledge, investigation and verification they consider<br />
indispensable direct management in various types of juices. they are aware that the results<br />
expected by their customers can be reached only through an optimization and a good<br />
balance between fruit juice and flavor.<br />
The Italian tradition in all its flavors: For over 80 years, Henry Giotti SpA, continually<br />
investing in scientific research, produces natural and organic fragrances, herbs extracts,<br />
concentrated juices and a wide range of aromatic bases for all the sectors food, drinks,<br />
liqueurs, food, bakery products, confectionery. Their formulations are always customized<br />
(tailor made), and balanced perfectly aware that the tradition itself stems from an<br />
innovation successful.<br />
For further information check this link: www.giotti.it<br />
5.14 KUNDIG<br />
Upon the foundation in the year 1945 in Zurich Armin<br />
Kündig laid the basis for a company which has since<br />
become one of the leading manufacturers of sanding<br />
machines.<br />
Today, Kündig AG is located in Wetzikon (Zurich)<br />
Switzerland.<br />
The Kündig AG has kept the character of a medium family enterprise. All shares are in the<br />
possession of the family and the company is managed by Hansruedi Kündig, lic. oec. and by<br />
Stephan Kündig, chartered engineer HST.<br />
For further information check this link: www.kuendig.com<br />
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<strong>Technical</strong> <strong>Mission</strong> to <strong>Germany</strong> April 2012<br />
6 Outcomes<br />
6.1 Outcomes of the <strong>Technical</strong> <strong>Mission</strong><br />
� Possible cooperation with international entities and institutes in terms of<br />
conducting joint activities such as field days, technical seminars and workshops<br />
targeting Egyptian exporters and producers.<br />
� Feasible activities with Enza Zaden can be achieved through providing technical<br />
consultation and assistance to potential clients in Egypt, through technical activities<br />
conducted by <strong>EMAP</strong> field staff in close coordination with technical staff of Enza<br />
Zaden representative in Egypt.<br />
� Preparing upcoming joint activities with coordination of <strong>EMAP</strong> project, Enza Zaden<br />
Co. and representative in Egypt.<br />
� Under research and development program (R&D), probable cooperation with<br />
Hohenhime University throughout exchanging published researches and possibility<br />
of publishing on <strong>EMAP</strong> portal.<br />
� Provide linking channels with Egyptian researchers and research institutes.<br />
� Working on mutual concept with close coordination with tropical and subtropical<br />
group on existing problems or technical issues raised by <strong>EMAP</strong> under the Egyptian<br />
context.<br />
� Possibility of arranging a technical study tour for group of major producers and<br />
exporters in Egypt to <strong>Germany</strong> in July 2012 targeting seeds producers, machinery<br />
producers, research institutes and major importers.<br />
6.2 BioFach and Vivaness 2012<br />
6.2.1 Exhibition conclusion<br />
About 2,420* exhibitors representing 70% of the international market share introduced<br />
their products to 40,313* trade buyers from 130 countries at BioFach and Vivaness 2012.<br />
The German market grew by 9 % to 6.59 billion EUR in 2011, and international organic<br />
sales are just under 60 billion US dollars. Despite the financial crisis, BioFach’s international<br />
patron, the International Federation of Organic Agriculture Movements (IFOAM), and its<br />
national supporting organization, Bund Ökologische Lebensmittelwirtschaft (BÖLW –<br />
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<strong>Technical</strong> <strong>Mission</strong> to <strong>Germany</strong> April 2012<br />
German Federation of the Organic Food Industry), assume more market growth in the<br />
future.<br />
27