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Fresh Fruit and Vegetables

Through what channels can you get fresh fruit and vegetables onto the European market?

The European retail market for fresh fruit and vegetables is dominated by the supermarkets. About 60–90% of produce is sold through supermarkets, depending on the product and country. Supermarkets are demanding customers, generally with more than minimal requirements on quality and efficient consumer response, and providers of import services are the key to supplying them. Some large supermarkets have special service providers who – together with importers and local producers – attend to the smooth delivery and sourcing of good-quality products.

What competition do you face on the European fresh fruit and vegetables market?

The buyer power of European importers is high. For niche or premium products, it is easier for suppliers to influence the buying process. This is thanks to the growing demand for tropical, exotic and high-quality off-season fruit and vegetables. These fruit and vegetables are not easily replaced by other products; however, strict buyer requirements as well as forward and backward integration of the supply chain will make it increasingly harder for new and small companies to enter the market.

What are the most promising European markets for fresh pineapples from West Africa?

The international pineapple market has shifted from a fast growing into a slow growing market. The pineapple is well known and is found more often at the fresh corners in supermarkets as ‘bulk exotic fruit’. The focus in the exotic fruit corner is more on new unknown species. Since the mid 1990s, the MD-2 variety largely dominates the EU market as most consumers like its sweet taste. It has become the standard variety, produced in high volume, mainly in Costa Rica, and sales is backed up by smart logistics and marketing.

Exporting fresh berries to Europe

Imports of fresh berries into the European market from developing countries have doubled over the past five years and are continuing to grow. Berries are increasingly offered as a convenient and healthy snack, seducing shoppers into buying them. Although many berries are grown in Europe, demand is much higher than European production. Imports from developing countries are filling the gap.

Exporting cherimoya to Germany

As one of the main European markets for exotic fruit, Germany offers interesting opportunities for cherimoya. Producers in Developing Countries (DCs) have most potential by differentiating their products with high quality and marketing stories.

Exporting pomegranates to Germany

As a result of the health benefits associated with pomegranates, the German consumption of pomegranates is increasing. An interesting opportunity for pomegranate exporters lies in exports of ready-to-eat pomegranate arils. Producers in the Southern Hemisphere have the potential to offer pomegranates in the off-season of the Northern Hemisphere, where most pomegranates are produced.

Exporting fresh pomelo to Europe

Pomelos are imported via the same ports in Europe as other fruit, most notably via ports in the Netherlands. Fresh pomelos are a niche market in most European markets. Eastern and Central Europe has a steady demand for fresh pomelos, while opportunities in Western Europe could be created through active promotion and providing excellent taste. Changing market conditions in large production countries such as China offer opportunities for new suppliers of pomelos.

Exporting stone fruit to Europe

Opportunities for exporters of stone fruit to Europe are mainly counter-seasonal during the winter months, because southern European countries produce lots of stone fruit in the European summer. The European import value of stone fruit from developing countries increased annually until 2013, but slowed down in 2014 due to the Russian embargo. The import recovered quickly thereafter. Plums and cherries are among the most commonly imported stone fruit, but special qualities or new varieties such as Paraquayos peaches can also be promising.

Exporting okra to Europe

Okra is an exotic vegetable in Europe and is consumed mostly by people of African, Caribbean and Asian origin. The main market is the United Kingdom, due to its large Asian and African population. Okra is expected to become more mainstream, providing opportunities for exporters from developing countries.

What are the European buyer requirements for fresh pineapples from West Africa?

Buyer requirements are all the requirements you can expect from your EU buyer. They can be divided into two groups: legislative and non-legislative requirements that are related to food safety, environment and to social issues. GlobalGAP, MRL norms and increasingly social requirements are the first standards that should be met when starting a relation with volume retailers (super or hypermarkets), especially in Western and Northern EU countries.


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