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Trade Support Services to Exporters with special focus on Cut Flowers & Fruit Agribusiness Export Awareness Workshop Thursday, 18 November 2010. by Monique Labat • General Manager. Agenda. World Trade Point Federation Tradepoint South Africa Durban ETOs and GTDS DTI Trade Leads

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Trade Support Services to Exporters with

special focus on Cut Flowers & Fruit

Agribusiness Export Awareness Workshop

Thursday, 18 November 2010

Monique Labat, General Manager

by Monique Labat • General Manager



  • World Trade Point Federation
  • Tradepoint South Africa Durban
  • ETOs and GTDS
  • DTI Trade Leads
  • 2011 Flower, Fruit & Veg Exhibitions
  • Cut flowers & Ornamental plants
  • Flower Day Calendar
  • Tropical & Off-Season Fresh Fruits & Vegetables
  • Tradepoint’s 2011 Events Calendar

World Trade Point Federation

  • Origin UNCTAD (United Nations Conference on Trade & Development)
  • WTPF (Non profit) est. in 2000 to assist SMEs enter Int. markets
  • Special attention given to countries less advanced in trade development
  • UNCTAD assists WTPF through capacity building activities
  • Global partnership: promote trade, development and reduce poverty
  • 106 Trade Points in 70 countries around the world
  • 4 Trade Points in South Africa: TPSA Johannesburg, TPSA Durban, TPSA Nelson Mandela Bay & TPSA Mbombela

A Public Private Partnership

  • Tradepoint South Africa Durban’s partners:
  • KZN Department of Economic Development & Tourism
  • eThekwini Municipality
  • Trade & Investment KwaZulu-Natal (TIKZN)
  • Small Enterprise Development Agency (seda)
  • Durban Chamber of Commerce and Industry (Host Institution)

What is a Trade Point?

  • A trade facilitation centre
    • Participants in foreign trade transactions grouped under a physical/virtual room to provide necessary services for trade transactions.
  • Source of trade-related information
    • Providing actual and potential traders with data about market opportunities, potential clients and suppliers, as well as trade regulations and requirements.

Where are we based?

  • 4th floor, Tourist Junction, 160 Monty Naicker Street, Durban
  • Trade facilitation centre: computers & training facility
  • Trade-related information: market opportunities, export leads, access to databases, potential clients, suppliers & regulations
  • Arrange meetings: commercial banks, freight f/warders & shipping
  • Export and import registration forms SARS DA 185
  • Assist SMEs to complete DTI EMIA forms for exhibition participation
  • Our geographic footprint is the Province of KwaZulu-Natal
  • All industry sectors are promoted for exports by Tradepoint including services

What does it cost?

We are a membership-based organisation. Rates from 1 Jan 2010:

  • Annual Fee R100 incl VAT per annum for emerging exporters
  • Annual Fee R500 incl VAT per annum for exporters & importers
  • Annual Fee R550 incl VAT per annum for service providers

ETO’s and GTDS:

Services of World Trade Point Federation

  • The Electronic Trade Opportunity (ETO) system offers the following for your company internationally
    • Dissemination of your company’s Trade Leads
    • Finding New Suppliers
    • Discovering new markets
    • Accessing the latest information on offer & demand
  • Each product placed onto the ETO is identified by the Harmonized Commodity Description (HS Code)

Global Trade Directory System (GTDS)

  • The GTDS is an extensive worldwide database of companies managed by the World Trade Point Federation which provides reliable and up-to-date information on businesses associated with the Trade Point Network
  • Companies being listed have to meet certain criteria before being placed onto the GTDS:
  • SARS Exporter/Importer Customs Code
  • Proof of company registration
  • Company logo & images of products
  • Once all requirements have been met the company profile on the system receives a “Star Ranking”

Dept of Trade & Industry: Trade Leads

Daily Bulletin - 15 Nov 2010 - Products wanted:

Oranges, apples, peppadew, macadamia nuts, fruit juices, tomatoes, beans, spices, wines, confectionery, cereals etc.

Countries wishing to import above products:

Thailand and Nigeria

Contact: Mr Wiseman Myeni

Tel: 012 – 394 1276



Cut Flowers & Ornamental Plants

Floriculture Statistical Information available on

Major flower auctions’ quantities & average weekly prices from Neth. & Japan whilst wholesale prices are from Singapore

European prices are quoted in € Euro whilst Asian prices quoted in local currencies & US$ Dollar

Prices are quoted per stem and are related to size in cm

Netherlands – cut flowers turnover increased by 16% compared to Sep 2009

Bestsellers were: roses, chrysanthemum, lillies, gerberas & alstroemeria

Total average price for all flowers was €0.25 per stem

Higher prices were achieved: chrysanthemums, gypsophila, hypericum, proteas,

Increase in quantities of South African proteas

Bestsellers were proteabarbigeria and grandiceps. Protea importers reported their best sales of the year in Oct 2010.


Cut Flowers & Ornamental Plants

France - Cut flower business very negatively affected by strikes in Paris & other large cities. Dramatically affected cut flowers market especially for inland transport - trains & trucks

Italy – Best sellers were roses, chrysanthemums, anthurium, gypsophila & orchids.

The carnation, traditionally most important cut flower, much less used than normal

Norway – Very good demand and sales for Halloween, especially orange coloured

Netherlands – Sale of house-plants turnover increased by 2% compared to Oct 2009. Phalaenopsis orchid prices increased to €4.00. 50% of total turnover of all flowering plants consist of this orchid type

Denmark – Phalaenopsis orchid prices increased by 10% on average


Global Floriculture Outlook

Global exports growing at an annual 10.3% average growth rate

World exports expected to reach US$25billion by 2012

Developed countries in EU, USA & Asia account for 90% of world trade in floriculture

Annual consumption of commercially grown flowers worldwide vary, but range from US$40-60billion

Consumers have become more refined in demanding new products

Niche markets in Eastern Europe are becoming prime growth prospects

New flower producing countries are Columbia, Ecuador, Kenya and Ethiopia

China is reportedly quadrupling annual flower exports to US$200million or more than 1billion stems by 2011

Merger of two largest Dutch co-operative flower auctions FloraHolland & Bloemenveiling Aalsmeer

World’s largest flower market now called FloraHolland

Combined sales of US$4.68billion

Increase in direct sales channel i.e. supermarkets & retail outlets, change in distribution

Wal-Mart and Tesco’s increased amount of purchases acquired directly from growers under long-term contracts


Tropical & Off-Season Fresh Fruits & Vegetables

Weekly Price report available every Friday on

Information derived from 4 major European markets

Prices are average wholesale market prices in € Euros, in kg, imported by air

Avocado Hass variety – Market Belgium, Origin South Africa in this instance price per carton of 4kg by sea freight = €6.00

Persimmon (Kaki) variety Sharon – Market Netherlands, Origin South Africa price per kg = €2.20

Kumquat – Market Netherlands, Origin South Africa price per kg = €5.00 competitors Argentina fetched €6.75 in Belgium Market & Brazil fetched €3.21 in UK Market

Pineapple – Market Netherlands, Origin South Africa price per carton €10

Competitors Mauritius €11 Costa Rica €15.00


What to consider before deciding to export

Your product and its description - what is the HS Code for your fruit?

Production, foreign trade – who is importing your fruit? In what volumes? At what price?

Popular varieties for your fruit – if watermelons then “Sugar-baby”, “Crimson sweet”, Black Diamond” or “Jupiter”?

Consumer preferences - Taste, health aspects, purchasing habits, price

Market access – tariffs, duties, standards and regulations

Distribution channels – fruit & vegetable traders

Packaging & labelling – conforming to EU regulations, information on GMO

Sales promotion – participation in trade fairs

Market prospects – what are the trends for your fruit?

Access to potential importers – contact Tradepoint


International Exhibitions:

  • Flower Shows & Fruit Trade Fairs
  • 2 – 5 Dec 10 Growtech Eurasia, Antalya, Turkey - Horti, Agric, Flori
  • 12 – 15 Jan 11 Flora Egypt, Cairo, Egypt – Flori
  • 9- 11 Feb 11 Fruit Logistica, Berlin, Germany – Fruit & Veg
  • 16 – 19 Feb 11 Biofach, Nurnberg, Germany – World Organic Trade Fair
  • 8 – 12 Oct 11 Anuga, Cologne, Germany - Food & Beverages World Fair
  • 13 – 15 Oct 11 IFEX, Tokyo, Japan – Int Flower Expo
  • Oct 11 Horti Fair, Amsterdam, Netherlands – Horti, Flori
  • Dec 11 Int. Plants Expo Asia, Foshan, China - Plants
  • 21 – 25 Oct 12 SIAL, Paris, France – Food Show (Bi-annual)

Access to Research, Knowledge & Information

Register with International Trade Centre

For Market News Service, weekly and monthly reports including price quotations from major European markets for Tropical & Off-Season Fresh Fruits and vegetables, Cut Flowers & Ornamental Plants

Register with UN Procurement

Register with African specialty food & wine

In-depth profiles of several SAIBL specialty food and wine clients & SAIBL e-catalogue

e-catalogue showcases authentically South African products in Wine, Specialty Food & Giftware.

Successful producers in the domestic market should take note that supplying the US market may require drastic changes in product and strategy; e.g. one of Jim's E African clients was producing rolled-oat products domestically, but with the help of the Talier Trading Group, they are now producing breakfast cereals with dried African Fruits for export


Tradepoint Events 2011

  • 3 Feb Export Awareness Seminar
  • 22 Feb Agro-processing Export Orientation Course
  • 10 Mar International Exhibitions Workshop
  • 12 May ICT & E /Services Export Orientation Course
  • 12 Jul International Exhibitions Workshop
  • Sep International Pavilion @ eThekwini SMME Fair
  • 15 Sep Export Orientation Course
  • 6 Oct Intermodal Transport Seminar & Exhibition
  • 17 Nov Agribusiness Export Awareness Workshop

Thank you for your attention

Contact: Monique Labat


4th Floor, Tourist Junction

160 Monty Naicker (Previously Pine) Street

Durban, 4001

South Africa

Work: 031 365 7300

Cell: 082 924 6349