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  1. Horticultureinthe Netherlands Jos Leeters Nong Lam University, HCMC 05-01-2011

  2. Programme • Introduction • have clear understanding about the Netherlands and about horticulture • DVD Dutch agribusiness • Presentation / lecture • Statements and discussion • conclusions • compare Vietnam with the Netherlands

  3. After this seminar … • You have insight how the Dutch horticulture has been developed in history and is organised nowadays • You have insight in the EU and the global supply chain of horticultural products and its trends

  4. Question 1 The Netherlands is a European country and is one of the 27 countries in the EU. Besides the official name ‘the Netherlands’, many people use the name ‘Holland’. The size of the Netherlands is: • 3 times smaller than Vietnam • 8 times smaller than Vietnam

  5. Answer 1 The size of the Netherlands is: B. 8 times smaller than Vietnam VN 331,000 km2 87 million people NL 42,000 km2 17 million people

  6. Question 2 The name ‘Netherlands’ has to do with: • The fact that the first inhabitants never could find a mountain • The fact that 20% of the country is below sea level

  7. Answer 2 The name ‘Netherlands’ has to do with: B. The fact that 20% of the country is below sea level

  8. Question 3 Neighbour countries of the Netherlands are: • Belgium and Germany • Germany and Iceland

  9. Question 4 Two other countries in the EU are: • Italy and Greece • Spain and Morocco

  10. Answer 4 Two other countries in the EU are: • Italy and Greece

  11. Question 5 The national symbol of the Netherlands is: • Orange lion • Blue wooden shoe • Green windmill

  12. Question 6 Horticulture is a: • Capital, labour and knowledge intensive sector • Capital, labour and knowledge extensive sector

  13. Answer 6 Horticulture is: • Capital, labour and knowledge intensive

  14. Question 7 Examples of horticultural products are: • Cut flowers, interior ornamental plants, fruit, tea, rubber • Cut flowers, exterior ornamental plants, vegetables, mushrooms

  15. Answer 7 Examples of horticultural products are: B. Cut flowers, exterior ornamental plants, vegetables, mushrooms

  16. DVD Highlights of Dutch Agribusiness Holland. Small country, great partner.

  17. History • Dutch people have been traders since long ago • Dutch people had to fight for their land and are keen to use the land economically • Dutch people are prepared to share knowledge • Dutch people cooperate to become stronger

  18. The Netherlands:turntable of trade incut flowers 2009: • production value € 1,900,000,000 • import value € 800,000,000 • export value € 3,200,000,000

  19. The Netherlands:turntable of trade infresh vegetables 2009: • production value € 1,900,000,000 • import value € 1,400,000,000 • export value € 4,100,000,000

  20. Turntable of trade in fresh fruit, fresh vegetables, cut flowers and ornamental plants 2009: • production value € 8,000,000,000 • import value € 7,900,000,000 • export value € 14,600,000,000

  21. retailer Authority breeder propagator grower farmer trader consumer processor food services Supply Chain • NL: declining position in cultivation • NL: increasing position in • breeding • trade

  22. Cut flowers worldwide:5 main exporting countries The Netherlands Rose, Chrysanthemum, Tulip, Lily Colombia Rose, Carnation Kenia / Ethiopia Rose, Carnation, summerflowers Ecuador Rose Israel Green fillers, Rose

  23. Flower sales Europe • 2009: > € 14 billion • 50% flower shop • 26% supermarket • 2016: > € 20 billion (+ 3% / year) • 47% flower shop • 29% supermarket

  24. The EU • 27 countries (since 2007) • > 500 million consumers • EURO (€) common currency for 17 states • Largest trading bloc in the world • (over) regulated market • 27 different countries !!!!

  25. Different cultures • In Germany everything is forbidden unless it is allowed • In the United Kingdom everything is allowed unless it is forbidden • In France everything is allowed even if it is forbidden

  26. Driving forces for global developments & innovations • the market • consumers in developed markets • quality (color, appearance, vase life, …) • (year round) availability • environment, social issues • … • consumers in emerging markets • retail • power of supermarket chains • efficiency • … • efficiency (note: energy costs, labour costs) • technology

  27. Dutch sector organisation • Historical triangle • applied research • extension • education • Entrepreneurship (global trade orientation) • Cooperative approach: auctions (since 1870’s)

  28. Auction system • From farmers • For farmers • (Still) owned by farmers • Managed by professionals: • logistic specialists • marketeers • …. • Strategy: be the leading market place

  29. The fruit & vegetables market in the EU big, promising, but difficult • sold in EU • 80,000,000 tonnes fresh fruit • 65,000,000 tonnes fresh vegetables • changing population • changing eating and food habits • well supplied importers

  30. Consumption trends • Health (including safety) • Convenience washed, pre-cut, pre-packed, portioned, ready-to-cook, snacks, etc. • Exotic, tropical, ethnic • CSR corporate social responsibility – Organic – Fair trade • Higher living standard = lower consumption of fresh products • Out of home market (restaurants, hotels, catering, …)

  31. Retail structure • 75-80% through supermarkets • 20-25% through other retail • small retailshops • open / ethnic markets • Conclusion: main decision makers are in the supermarket channels

  32. Today the consumer gets • Fruit and vegetables all year round • Uniform quality • Various certificates (GlobalGAP, HACCP, …) • Variety • Numerous types of produce (varietal differences) • Exotic fruits & vegetables • Safety • Improved technology and knowledge • Information

  33. Tomorrow‘s consumer wants • Good labour standards for the people in the factory (social accountability - CSR) • A fair deal for small farmers from developing countries (fair trade) • Produced with full consideration for the environment (ISO 14001) • The product is produced locally to where he/she lives (foodmiles)

  34. Statement 1 Vietnam should be the Asian no. 1 producer of safe vegetables in 2020 YES orNO

  35. Statement 2 Vietnam has similar characteristics as the Netherlands (trade orientation, heart for its land, cooperative approach). It can develop a long term strategic partnership with the Netherlands and can have a similar future position in horticulture as the Netherlands. YES orNO

  36. Statement 3 Consumers and supermarkets require high quality and safety standards. It’s very difficult for small farmers to meet these requirements. Consumers and supermarkets should accept lower quality from producers in developing countries. YES orNO

  37. Jos Leeters www.vanhall-larenstein.com www.wur.nl jos.leeters@wur.nl