What competition will I have to deal with on the European fresh pineapple market?
As the market growth has slowed for the largest (MD-2) variety sold in the EU, competition has intensified. Costa Rica still supplies 84% of the EU fresh pineapple imports and the market is led by the five agro-multinationals. Following the success of MD-2 new companies from Costa Rica and other Developing countries entered the market. West African exporters also take their benefit. The competitive advantage is bigger in niches (fair trade or organic) for MD-2 and in other varieties provided if they can overcome the hurdle of inconsistent quality and comply with the buyer requirements.