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Fresh Fruit and Vegetables

Exporting mangoes to Germany

Consumer demand for mangoes in Germany is on the rise, after a slight dip in consumption in 2010. In the competitive German and EU markets, mangoes are commercially the second largest tropical fruit. Mango producers from Developing Countries (DC) have most potential by differentiating their products. Examples include high quality, reaching new market segments (ready-to-eat mangoes) and marketing stories.

Exporting avocado to Germany

Exporters from developing countries (DCs) can profit from the growing German imports of fresh avocados. Good opportunities exist for ready-to-eat avocados. Additionally, DC exporters can differentiate themselves on the market with organic certification.

How can I get fresh pineapples from West Africa on the European market?

Although the pineapple is well known in the most EU countries, little is known about the existence of 100 different varieties. As the former most popular smooth Cayenne is now completely being replaced by the MD-2 on the supermarket market shelve, there is still much to do on marketing and promotion of the other varieties now being preferred by a few connoisseurs.

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

The international mango market has grown fast and becomes increasingly diverse and competitive. Being sold at most supermarkets, sea freighted mangoes fall - together with bananas and pineapples - under the category of ‘bulk tropical fruit’. The Kent and Tommy Atkins varieties - with a relative long shelf life - largely dominate the EU market. They are less vulnerable during transport and mainly come from Brazil and Peru. Both countries were able to produce large volumes of mangoes. West African exporters can offer other variations (e.g.

Through what channels can I get fresh pineapples from West Africa on the European market?

Pineapple exports are controlled by large-scale plantations owned by the agro-multinationals (Del Monte, Dole, Chiquita, Fyffes, Banacol, Compagnie Fruitière) with organised value chains. Large EU retailers take up around 75% of total pineapple sales. They want constant availability of pineapples and to compete with the other retailers/players. Almost all pineapples are transported by sea and enter Europe mainly via Belgium and the Netherlands. Supply is geared to minimize lead times from smallholder to consumer.

Through what channels can I get fresh mangoes from West Africa on the European market?

Mango exports are controlled by larger-scale companies in Brazil and Peru with well-organised value chains. EU supermarkets take up around 70% of total mango sales. They want constant availability and quality of mangoes and increasingly offer them ready-to-eat. Around 90% of mangoes are transported by sea and enter Europe mainly via Belgium and the Netherlands. As a West African exporter, there are good opportunities for air freighted mangoes to (exotic fruit) importers or wholesalers, especially for landlocked countries such as Mali and Burkina Faso.

What are the terms for delivery and payment on the European fresh pineapple market?

Success in exporting perishable fruit such as pineapples does not just depend on their quality, or the season. Many first trials have not led to orders because of unclearly defined or misunderstood terms of delivery and payment. You will have to compete with the well-organised agro-multinationals. Buyers of supermarkets could ask orders at the last moment but think twice before saying ‘yes’. The biggest challenge here is to be clear and gain trust, and frankly say to what extent you can meet his request.

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.

What client services should you offer European importers of fresh pineapples?

Finding buyers is a very important part of the export process. Your challenge is to find the right trade partner that is suitable to handle your product and to whom you are able to supply. The essential element of any trading relationship is trust. If you choose for export, you must find a common understanding - even if your cultures are different - and speak a ‘common language’. In your selection, the best would be to search trade partners (buyers) for a long period. Your own judgement and instincts are most important in this respect.

What are the product characteristics of fresh pineapples on the European market?

When exporting to the EU, the most important characteristic of pineapples is it that they are non-climacteric fruits, which are harvested ripe. Therefore, it is very crucial not to harvest them to early, to consider the commercial attractiveness of its colour and to pack them properly. These issues are covered in this module for each variety – Smooth Cayenne, MD-2, Sugarloaf and Victoria.

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