"Germany had time to place itself but missed the boat"
Apple consumption changed - Improved export management
Decreasing consumption in the EU
At the outset of the discussion, in a brief presentation Schwartau highlighted that global consumption has strongly changed in the past 10 years. While few apples have been consumed in Europe and North America, consumption on the emerging markets of Asia and Africa has increased. “Apple consumption in the European Union drops by 2 percent yearly. This corresponds to a quantity of around 150,000 tons of table apples,” says Schwartau.
f. l. Stephan Weist, Christiane Bell, Helwig Schwartau, Gerhard Dichgans and Filip Lowette
Germany with backlog demand
To countermand the decreasing consumption in the EU, the increase in export is extremely important, says the division manager of AMI. The 28 EU member states altogether exported 1.6 million tons in the season 2014/2015. Especially France and Spain are the forerunners in this area, say the experts. “Germany exported around 64,000 tons of apples in the campaign of 2014/2015,” Schwartau explains. “Of this, around 58,000 tons went to EU states and only 6,000 tons went outside the EU. There is a backlog demand here.”
Stable export figures to Eastern Europe
In this context, the AMI expert also presented the export figures of the EU member states. It is interesting to note that the export to eastern Europe has remained stable despite the Russia-embargo. Especially White Russia’s import has risen by 350,000 tons compared to 2013/2014. “We suspect that European fruit has reached Russia through non-retail channels,” says Schwartau.
Dichgans: “The assortment is essential for success”
The stage discussion’s participants spoke mostly of the future of the European apple market. For instance, Christian Bell stated that regarding sales figures, a clever assortment management is needed. Gerhard Dichgans concurred: “The assortment is essential for success. “ Regarding the new markets in Asia and Africa, Dichgans explains: “When we want to further supply these markets, we need to redesign our assortment. We won’t conquer the world with the types Gala and Golden.” The AMI expert explained in advance that especially the apple type Gala is very popular across the world, and achieves high sales figures.
Filip Lowette explains that Belgium doesn’t enjoy the same significance in the European apple industry that it did a few years ago. “Thus far we do not have the right types for the market on the southern hemisphere,” says the Belgian. “But we are trying to change our assortment. The expert explained that in the future, they will increasingly look around for alternatives.
Weist: “The consumer is flexible”
To Stephan Weist, especially the classic market mechanisms play an important role. “When a new demand arises in the emerging countries, then products also go in that direction,” says the division manager of the REWE group. “Although the consumers’ preference may lie with Gala, this is flexible. When Gala disappears from the market, another type becomes interesting.”
Bell: “Germany has missed the boat”
Addressed regarding the access possibilities of German apples to the new market, Christiane Bell explains: “The German apples have a good opportunity, one which couldn't be any better. The list of places is long where Germany can place its products.” With a view to the export figures, Germany had the chance to place itself but missed the boat.
Weist: We need to bring more fun to the matter
When asked about the reduction of apple consumption in Europe, Weist explains that better communication towards the consumer is needed. “Our fruit and vegetables are marketed as too healthy. Consumption is seen as a duty. It isn't associated enough with fun and enjoyment.” The REWE division manager requires reorientation here. “We need to bring more fun into the matter.”