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A Look on the Productive Reality Apple Brazilian Scenario. Pierre Nicolas Pérès Associação Brasileira de Produtores de Maçã ABPM. Madrid 21 st . October 2011. About ABPM. ABPM – Associação Brasileira de Produtores de Maçã.

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a look on the productive reality apple brazilian scenario

A Look on the Productive RealityApple Brazilian Scenario

Pierre Nicolas Pérès

Associação Brasileira de Produtores de Maçã

ABPM

Madrid 21st. October 2011

abpm associa o brasileira de produtores de ma

ABPM – Associação Brasileira de Produtores de Maçã

Non-profit association with a permanent secretariat based in Fraiburgo

Created in 1978 to set up a national forum of discussion for issues affecting apple production, regulation, research and trade

Incorporate the 3 states Association, Cooperatives and apple Producers, representing 90% of the volume produced .

President elected

abpm s objective
ABPM’s objective
  • Mission
    • Facilitate to the associate access to private and publics means financial and scientific for production of high quality fruits, using technology respecting the environment and consumer health.
  • Vision
    • To be the reference in the brazilian fruit sector, contribute to the economy of the apple regions, looking for the engagement of federal, state and municipal authorities
  • Principles
slide5

Principles

    • Ethic and integration of the producers, social responsibility, respect of environment, respect of individual value, equilibrium between the fruit growing segments and client’s satisfaction.
slide7
PRODUCTION

SURFACE

AND

VARIETIES

slide10

PRODUCTION (t)

Source: IBGE, ABPM, AGAPOMI, EPAGRI, DEROL

slide11

APPLE PRODUCTION PER STATE 2010-11 (VOLUME – T)

Source: IBGE/ABPM/AGAPOMI/FRUTIPAR

slide12

APPLE SURFACE (ha)

Source: ABPM, AGAPOMI, EPAGRI, DEROL, IBGE

slide13

APPLES VARIETIES ( %)

Source: ABPM, AGAPOMI

slide16

APPLE EXPORT (T)

Fonte: ABPM, SECEX

slide19

DESTINATION (2008 in %)

Fonte: ABPM, SECEX

slide20

DESTINATION (2011 in %)

Fonte: ABPM, SECEX

slide22

ORIGIN 2010 (%)

Source: ABPM, SECEX

slide24

POSITIVES ASPECTS

  • According to the POF-IBGE, brazilian apple was the 4th. fruit most consume in 2008.
  • In 2011, CNA realize a study regarding fruit consumption, apple became the 2nd. fruit most remembered by the public.
  • In the same CNA’s study apple became the 2nd. Fruit most consumed and the brazilian’s preferred fruit.
  • Apples do have an appeal for health and good taste.
  • Wholesalers and retailers do recognize the importance to have apples in their mix and in the shelves.
actual situation
Actual situation

Apples is the second fruit most consumed in important cities like São Paulo and Belo Horizonte:

Belo Horizonte

São Paulo

Source: Connection Pesquisa e Análise de Mercado, 2004

demography
Demography

Source: Mundo Corporativo n. 28 - Deloitte

demograpy bonus
DEMOGRAPY BONUS
  • Unique moment in the brazilian history and will not repeat.
  • During the next 3 decades the economically active population (PEA) will be more important than the other kinds, non working, kids and elderly.
  • => More saving
  • => More Job
  • => More investment and consumption
  •  More GROWTH
slide31

Brazilian Apple Market

Fonte: ABPM, SECEX

yearly average sales of packed apples
YEARLY AVERAGE SALES OF PACKED APPLES

Supermarkets: 2003 a 2009 +45%

Source: ABPM

2012 crop
2012 CROP
  • Very good winter
  • Climate condition during blooming good
  • No frost
  • No hail so far
  • Thinning under way
  • May be a bumper crop
review of concerns
Review of concerns

Sustainability

  • Increased costs for supply ( food safety, logistics, packaging, actives substances, labor, ...)
  • Return often below cost of production for many growers
  • Supply fragmentation v. retail concentration
  • Emergence of discounter and impact for suppliers
  • Multiplication /proliferation of requirements
  • Consequences on demand of changing consumer behavior
  • Improved postharvest techniques making a flat price along the year
review of concerns1
Review of concerns

Consumption

  • Stagnating consumption and increased competition from other products
  • Limited initiatives on promotion, need to enhance marketing campaign, how? Financing of marketing - growers, state, both?
  • Role of innovation and varietal or club development
  • How to benefit from healthy assets of apples,
  • consumer purchasing patterns and dietary behaviors will influence demand for apples?
  • Quality, how to cope with fruits under standard
    • Rito Sumario
review of concerns2
Review of concerns

Market

  • Concentration of buyers versus pulverization of growers/packers
    • Consortium
    • Growers Concentration
  • Promoting Consumption
    • Government?
    • Fruits in the school
    • Army
    • Global marketing project
review of concerns3
Review of concerns

Emerging issues

  • Role of unexpected climatic conditions on production and trade ( snow, frost, drought, flood,..) and also on consumption
  • Role of currency fluctuation ( € ; £, $, zl, Ruble, SH currencies, … )
  • Future impact of the climate change debate ( environment, water, waste, packaging , logistics,..)
  • Coping with NGO negative campaign in Europe affecting image of produce and consumer confidence
review of concerns4
Review of concerns

CLIMATE

  • Mainly Hail
    • Insurance
    • Netting
      • Lower taxes on investment against hail
      • Subsidy of interest rates
      • Long term loan

MECANIZATION

  • Orchard and Packing

FINANCIAL DEBTS

  • Retruscturation
slide45

Brazilian Government through law n. 4504 – 30/11/64, is encouraging the producers to create a consortium to get back power of negotiation to the growers, allowing to form one legal entity for sales and for buying.

  • Boost Internal market
    • Project: More fruits at school
    • Project: Healthy Tourism
    • Project: Bella
      • Fruits presentation in supermarket
      • Degustation
      • Communication
      • Merchandising
      • Reinforcement Action in the press
      • Web Marketing
slide46

To increase consumption we must offer improved quality, have a better divulgation throughout the media,

  • we do have an asset, our apple is recognized for its flavor that is nationally recognized.
  • Apple cannot missed at home and in the supermarket, according to consumer
  • It is an item of the shopping list

Consumers want to buy good quality apples.

slide47

Strengthening Farmers organization

    • Association
    • Cooperative
    • Consortium
    • Qualify the offer
    • Marketing, communication, promotional events, listening to the consumer’s wishes
    • Give value to our products
    • Invest in fundamental research, biotechnology
    • Better clones, productivity, mechanization, orchard conduction
gracias
GRACIAS

WWW.ABPM.ORG.BR