During his participation at the 2012 Blueberry International Seminar, organized by Asoex and the Blueberry Committeefrom from Chile, John Giles, expert from Promar International, said that while Europe faces a period of economic recession that could affect trade in the case of the blueberry, the situation is different from other fruits, because "this is a sector which shows a clear growth due to a growing interest from consumers," said the expert.
Adding, that "You are the champions in exports of blueberries worldwide, you should take this advantage and begin to break into those markets that offer new possibilities. Utilizing the presence of fruit in major European retail chains, this could be a good strategy to enter other markets."
In this regard, the expert noted that currently much of the EU retail chain is led by the French retail chains, where there are four main ones that handle more than 70% of trade like Carrefour with 27%, Leclerc 18%, Casino 14%, Les Mousquetaires 12%. These chains are followed by Auchan 11% Système 8%, Lidl 4% , Cora-Louis Delhaize 4% and 2% Aldi.
However, the expert also added that other chains in Europe also
offer an important opportunity to expand into new markets. (See chart.)
"The importance of focusing on exports to the main European retail representatives are that if the Chilean blueberry is already present in them and has developed a trusting relationship through its quality and good supply of product, it may get through to these markets in which the Chilean blueberry has no presence yet. These chains have developed the market," he pointed out.
As for new markets, Giles said that there is a group of countries defined as "N-11" who are offering very good prospects for the Chilean blueberry and other national fruit like Bangladesh, Pakistan, Iran, Vietnam, South Korea, Philippines, Indonesia, Mexico, Nigeria, Egypt and Turkey. "Indonesia is a very good gateway to the sector; as is Mexico to reach the U.S. and Europe," said Giles.
The representative of Promar relieved the importance of markets such as Brazil, Russia, China and Korea because of its important growth and fruit consumption characteristics. "Russia produces about 3,500 tons in berries, as these fruits are a traditional product of consumption. Chile has a good position in this market as a provider of fruits due to some promotion and presence of fruits like grapes and apples. Moreover, Russia offers good opportunities because it has low tariffs (10%)," he also said.
Giles highlighted the opportunities available for Chilean blueberry in the Korean market, "you currently dominate the table grape market in Korea. Chile dominates almost 90% of the market of this fruit, they could reach the same with blueberries," he concluded.
Source: SimFRUIT