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Enhancing Competitiveness through Higher Productivity

Enhancing Competitiveness through Higher Productivity. Fruit & Vegetable Sector in Sri Lanka : THE HAYLEYS AGRICULTURE EXPERIENCE. KEY FACTS. Bio-diversity of Sri Lanka offers tremendous opportunities for producing a range of fruits & vegetables

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Enhancing Competitiveness through Higher Productivity

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  1. Enhancing Competitiveness through Higher Productivity Fruit & Vegetable Sector in Sri Lanka: THE HAYLEYS AGRICULTURE EXPERIENCE

  2. KEY FACTS • Bio-diversity of Sri Lanka offers tremendous opportunities for producing a range of fruits & vegetables • Regional markets have grown over the past decade (Maldives, the Middle East) • Enormous opportunities for processed fruits & vegetables in Europe & Asia • Globalization – Year round supply of fresh & processed agri products – sustained demand • Establishment of globally-linked supply chains • Quality and Innovation gaining ground • Steady growth in exports from US 36 mn in 2011 to US 45 mn in 2012

  3. PRODUCTIVITY ENHANCEMENT Access to and application of latest growing and processing technologies Co-ordinated supply chains result in high value-added products Focussed R&D to drive innovation and product development Strengthening partnerships along the supply chain Agricultural extension services Cost management& improved margins

  4. The Opportunities Demand for organic, exotic, fair-trade & ready-to-eat products Value added processed fruit and vegetable products Access to insights into changing consumer demands Standardization & accreditations Global forums and trade fairs

  5. HAYLEYS AGRICULTURE • Account for 43% of Sri Lanka’s total fruit and vegetable exports and suppliers to McDonalds, Burger King, Hungry Jack’s, Subway, 7-Eleven , Heinz , Unilever and Nestle. • Involved in large scale cultivation via outgrowers of gherkins and other fruits & vegetables such aschillies, bell peppers, jalapeno peppers, Spanish peppers, pineapple etcfor the export market • Second largest gherkin exporter in Asia, processing 12,000 MT per annum and holds 62% share of the Japanese market for bottled pickles • Supplier of exotic processed fruits & vegetable to global private labels

  6. The Sri Lanka Experience Processed fruit & vegetable supply chain Gherkins in brine in bulk Value-added pickles in retail forms

  7. SUNFROST LIMITED Nucleus Farm Improving Quality of Farm Produce & Processing Techniques Out-grower System 1980’s – Pickled Gherkins in bulk Maximizing Profit + Helping Farming Community The Supply Chain • Identified suitable seed varieties • Developed other growing techniques • Training of extension and processing staff

  8. How the Linkage wasprovided …. Buyback & Price guaranteed Capacity building at FARMER LEVEL Market, Product & Process Information Farmer Inputs on Credit The Supply Chain Technology Transfer Presence in Remote Villages R&D in Farming & Processing New Product Development

  9. Buyback & Price guaranteed • A Supply Chain pulled by Buyer • Planting program to meet market/customer needs • Weekly payments through Farmer Bank Accounts Market Information –Increased flexibility • Farmer awareness of their position in the supply chain • Discuss market trends at Farmer Training Classes

  10. Technology Transfer • Field Extension staff - Agric. Graduates & Diploma Holders • Extension staff trained by Experts from Dept. of Agric., Universities, Factory staff • Farmer Training • Training Classes • On farm training during regular farm visits Farmer Inputs on Credit • Seeds, Fertilizers on Credit • Quality and correct dosage of Inputs • Traceability & Timely use • Easy & reliable source of Credit to Farmers • No security on Credit, Settlement once harvest is delivered

  11. New Product Development • New products to add value to local Fruits & Vegetables • Products that are popular in the market, new to local growers R&D in Farming & Food Processing • On farm Productivity & Quality improvements • Effectiveness and efficiency of Inputs use (Seeds, Fertilizer, Pesticides) • Labor efficiency • Post harvest handling • Improving Quality of Farmer Produce • Upgrading Manufacturing Process • Best Management Practices: 5S, QCC, Kaizen, Lean Manufacturing • Cost Effectiveness • Quality of Finished Product

  12. Mid-1990s - Value-added pickles in retail form HJS CONDIMENTS LIMITED Focus on Finished Product Accreditations: HACCP / ISO 22000 ISO 9001 - 2000 ISO 14000 OHSAS, BRC The Supply Chain Diversification – adding value to wide range of fruits & vegetables New Product Development Market Links with Distributors, Food Wholesalers, Food Retailers, Food Manufacturers Improved Product Quality

  13. LINKAGES Inputs Grower/ Supplier Transformation Manufacturer / Processor Distribution Distributor Output Customers The Linkage Sunfrost HJS Global Market Local Farmers How the supply chain activities are linked (Growers, suppliers, manufacturers, distributors, and customers)

  14. Key Global Partners

  15. CONSTANT MARKET FOCUS • VALUE ADDITION & PRODUCT DEVELOPMENT • INNOVATION • EMPHASIS ON TOTAL QUALITY • SUSTAINABLE SUPPLY CHAIN KEY LEARNINGS

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