Austria’s exports to Germany remain at high level
The current foreign trade statistics indicate as high as five billion Euro for the agricultural export in the first half of 2015. This corresponds to an increase of almost three percent compared to the same period last year. “The 20-year long history of success and the upward trend are perpetuated with this, if not at the rate of the last few years,” Michael Blass, CEO of AMA-Marketing, explains on the occasion of the coming ANUGA.
Exports with Germany remain at a high level
With 3.35 billion Euro of export volume, Germany is and remains the most important trade partner for Austrian food producers, followed by Italy. “Italy is a more difficult market with very different sub-markets. Austrian milk products prove their competitive strength, but the purchasing power of important regions has suffered in the last few years,” thus Blass explains the reduction of the first half year.
Reduction of apple export to Germany
With fruit, there was a reduction of 16 percent in the foreign trade with Germany, which is mostly caused by the strong reduction of the apple export. The bow wave of effects from the special Russian economic measures last summer has put the apple producers in great difficulty. The consequences clearly show in the export balance. The chief of AMA marketing is optimistic: “We are hoping for a strong business at the end of the year, and are convinced that Austrian products will assert themselves in the long run.”
Domestic market: show regional nature and freshness
Positive developments on the domestic market create an important pillar for the Austrian food industry. For a long time, the quantitative sale of fresh products in retail trade has been rising. Especially cheese, fruit and vegetables are developing well. Meat, sausage and ham maintain their sales level or are rising slightly in the first half of the year.
The market share of organic foods is increasing every year. They are currently at around eight percent of all fresh produce excluding bread and pastries. On one hand, Blass interprets this as an indication of more appreciation and attention for food in general. On the other hand, this trend confirms the realignment of the AMA organic seal. “From a distinctive organic mark, we have made a real seal of approval for organically produced food. The trade fully carries out the new criteria of the AMA organic seal. This shows that it understands the wishes of consumers and shows an interest in them,” says Blass.
The various distribution channels, with their commitment to regional specialties, contribute another essential part to the positive development. “In the approval-seal policies, since recently we have defined objective and transparent criteria for regional details and special production methods – an additional unique selling proposition with our seal,” the chief of AMA marketing explains.
AMA campaign for more appreciation
Despite many positive aspects, Blass wants to pay special attention to the precarious circumstances of the agricultural sector, “because at the start of the production- and value chain, there is a strong pressure, and this throughout all of Europe.” AMA starts a new campaign in fall, which puts the performance of the agricultural and food industries in the spotlight. “With this we intend to strengthen the value awareness for those food products that come from regional circulation and are created under strict requirements. Food produced in such a way especially deserves our appreciation” Blass explains.
Source: www.ama-marketing.at