09 leaf vegetables in spain

The apple production in the European Union this season is
9.8 million tons, this figure means a decrease of 11%, if it is
compared with the levels of harvest of the previous year. However
if it is compared with the average of the last 3 years the volume
decreases 7% according to the last forecasts that the congress
of Prognosfruit held in Kiev, capital of Ukraine, in August.
The supply of apples sent to the countries of the EU-15 will
be 6.5 million tons, volume of 4.4 per cent which is less than
the one of the previous year and 3 per cent below the average
of the last three years.
The decrease of the production in the EU-27 makes the
exporters feel better. Example: Poland. This country is the main
apple producer of the East of Europe with an average supply
I N F O C U S
The EU apple yield decreases 11 per cent
The apple production in the European Union in this campaign will decrease 11 per cent. The
production of Poland, main European producer, will decrease 24 because of the bad climate
conditions during the flowering and low yields. The production in the EU is 9, 8 million tons.
about 2.4 million tons in a year, according to the harvests of
the last years. Nevertheless, this season, its supply of apples
will decrease 24 per cent respecting to the last year, which
means a loss of volume of 620,000 tons.
In fact, Alex Creisell, manager of Giropoma S.L anticipates
that “the smaller apple availability for the next campaign helps
to revalue a market much damaged by the press of the European
retailers in a so globalized product like the apple is”.
Another important data for the future of the international
trade of this fruit is the quality of the product. The supply of the
West of Europe are apples of good quality whereas the one of
the East have a lack of quality and size, so the final destination
of big part of these fruits go to the industry. n
02

By Rafael I. Losilla
In the last three years the chains of supermarkets of the
United Kingdom have try to convince to sell to mass media and
the consumers their bet on the production “made in UK”. The
flags of the UK were multiplied in the stands of fruits and
vegetables of the stores and groups like Tesco, Asda or Waitrose
signed plans of loyalty with English and Irish growers.
However, the reality is another one and the presence of the
British supply of fruits and vegetables in the English chains is
at the present day much smaller than it was when the XXI
century began. At the beginning of the century the fruits and
vegetables supply –including bulbs reached 43 per cent of the
demand of the British market and at the end of 2008 it only
reached 35 per cent; it means eight points less.
that criticized most this farce has been the “Irish Farmers
Association”, who always have had differences with the Tesco
chain, that in Ireland is protected by the Keelings “category”.
One year ago this association denounced that “the agreements
of the Irish growers with the Tesco chain put the survival of
many producers at risk because of the very aggressive strategy
of prices and without margin for the businessmen”.
The apple
While the imports of vegetables increase in the United
Kingdom, some fruit sendings have gained the confidence
T H E D A T A
The British chains use the banner of the production
in UK only like a lure strategy
The English chains affirm to have increased their operations and relations with the British
producers of fruits and vegetables, but the reality is that the imports keep on raising and
surpassing 5.2 million tons. The chains opted for import due to a competitiveness question.
The Data
The import was 65 per cent of the consumption of fruits
and vegetables in the United Kingdom during 2008, eight
points more than at the beginning of the XXI century. The
British chains affirm to have improved their relations with
the producers of fruits and vegetables in the United Kingdom,
but the reality is that the imports increased 29 per cent in
the period 2000-2008, whereas the internal commerce
increased more than 13 per cent.
Tesco is the chain that has had many problems with the British growers.
of the English chains. It is the case of the apples. During the
campaign 2009 Sainsbury´s was specially aggressive defending
the English product, under the phrase “British and in season”.
The English varieties Cox, Gala and Rubens were important
in the stands of fruits and vegetables, until the point of which
the association “English Apples & Pears” congratulated the
chains Marks & Spencer, Waitrose and Asda on the effort of
promoting and sending the British supply of apples to the
customers.
04
Evolution consumption fruit&veg in UK
(Millions tons). Source: Defra.
n

LEAF VEGETABLES IN SPAIN
Commerce of leaf. Spain is in its place
Spain is today the third leaf world-wide product producer and the first international supplier to
the EU with 468,000 tons. The alternative to the Spanish supply from November to May comes
from Italy and North Africa, mainly Tunisia that comes by the way of France and Italy.
The Spanish supply of lettuce is sent to the whole Europe
and it has an important situation in the international trade in
spite of the decrease of the exports of 18 per cent in 2009.
Spain monopolizes 50 per cent of the sendings or international
operations of lettuce in the European Union with its 467,000
tons and is the reference of the demand in destinations like
Poland, Austria or Germany.
Spain keeps on being a reference place from November to
May, coinciding in the months of October and May with the
productions of the North of Europe –France, United Kingdom,
Germany, Poland and the Czech Rep. and having like alternatives
in the months from November to April the productions of Italy
and the countries of North Africa, mainly Tunisia, that sends to
the market of the EU more than 4,300 tons through Italy and
France.
Tunisia is not the only non
communitarian supplier to the
EU, although it is the fastest
contributing nearly 3 per cent of
the imports of lettuce to France.
Egypt with 2,300 tons in 2009
and Morocco with 1,266 tons
have joined to the operations
with European operators. Egypt
enters through Italy, while
Morocco does it through France
and Spain.
Holland
At the present day Holland is the second reference supplier
of leaf products in the European market with its 95,000 tons
exported –local production and re-export and with an own
production nearly 85,000 tons focused on the months of summer.
France, Germany, United Kingdom or Portugal are also
countries of volume of production of lettuce like Holland is, to
satisfy the needs of the European markets from May to October.
The volume of the production of France is nearly 145,000 tons
becoming into the eighth world-wide producer and Germany
with 110,000 tons is the ninth world-wide producer.
Share of market
Spain is the third world-wide producer of leaf products–
Top Ten' international suppliers of lettuce to EU (2009)
05
(Tns). Source: Eurostat.

LEAF VEGETABLES IN SPAIN
China and the USA are on the top and this make to have a
big and varied productive volume, which allows it to reach
important shares of market in some destinations.
is at the present time the first European importer of lettuce
with a volume nearly 265,000 tons and is the first international
customer of Spain –more than 181,000 tons-.
Another market that is close to the maturity for the Spanish
supply of leaf is the Nordic one. The share of market of Spain
like a supplier of Sweden has increased from 77 per cent in
2006 to 84 per cent in 2009.
East of Europe
The Spanish operators of lettuce agree in focusing on the
destinations of the East of Europe like market of future growth.
This is already a reality in Poland, Czech Republic and Russia,
although “the consumption of these products is not so
favourable in destinations with low winter temperatures”,
Luis Ronda, manager of Gs Spain, explains.
However, the imports of lettuce have increased in these
countries and Poland already reaches 22,000 tons, while the
Czech Republic and Hungary are nearly 10,000 tons. n
Penetration spanish lettuce offer for markets (2009)
06
Source: F&H with information Fepex and Eurostat.

By Rafael I. Losilla
LEAF VEGETABLES IN SPAIN
The “Top Ten” Spanish companies of the production
of fresh lettuce
Primaflor leads the production of lettuce in Spain reaching 150 million units of iceberg variety
during the 12 months. It is followed by Gs España that increases its volume 6 per cent, and the
next is Agromediterránea linked to Mercadona which has already 125 million units.
Murcia and Almería capitalize the commercial power of the
lettuce in Spain and with Primaflor as the leader company of
the production and commerce of lettuce reaching 150 million
of iceberg variety of fresh lettuce. These volumes, joined to the
other ones for processing cause that this company controls “10
per cent of the Spanish production of leaf”, Emilio Mur, general
manager of the company, explains.
The volume of production of fresh lettuce of the company
is stable and the “fresh-cut” sector is increasing, and at the
moment it is 27 per cent of the volume of business which is
105 million euros. “We are working to be present in most of the
Spanish and Portuguese chains”, Jordi Estrada, associate to
the commercial manager of Iberia, affirms.
The main advantage of the commercial-producers of lettuce
in the Spanish Southeast is the control of the production in the
surroundings of 150 kilometres, with the capacity to produce
during the 365 days of the year.
It is the case of Gs España, although the production of this
company stops in the summertime moving its interests to the
fields that has in the Czech Republic as in the United Kingdom.
The company has 12,000 hectares of surface, of which 4,000
are in Spanish –Southeast of Spain -.
Spain
07
The Spanish market not only increases the volume of Gs

España, but also directly the Agromediterránea one. This is the
company that has increased most its volume in the last two
years. This inter-supplier of Mercadona already produces 125
million units, thanks to 55 million Roman lettuce and to 45
million of little-gem, and they expect to increase the volumes
about 5 per cent for the campaign 2010-2011.
Export
LEAF VEGETABLES IN SPAIN
Spain becomes a place of possibilities for some companies,
and the export is the most important part of the business of
other group of companies. They are the case of Fruca Marketing,
Natural Salads or Agrasa, among others.
The important export of Fruca Marketing is between Germany
and United Kingdom with its 115 million units of which 80 million
are iceberg variety for fresh and 20 million for “fresh -cut”.
The ”fresh-cut” is one of the options for some companies
although the tendency is to decrease and mainly “after the
complex situation of the United Kingdom and the value of the
pound”, José Cánovas, manager of Fruca Marketing, affirms.
“Nowadays the iceberg variety is being more important in
Germany and is starting the introduction in Poland and Russia”,
Cánovas says.
Germany has become one of the markets as much of volume
as strategic of the Spanish producers, until the point of which
“without Germany the English market could not be worked”,
Cánovas asserts. n
08

The programs of lettuce for the
campaign of autumn-winter 2010-
2011 will not undergo great changes
respecting to the previous one. This
is what Proexport anticipates with
Jose Cánovas like president of the
organization.
Murcia closed the last campaign
with a surface of approximately
9,300 hectares, an increase of 1.6
per cent, but without influence on
the production due to the climate
conditions of winter and spring. As
well, Almeria reaches 6,800 hectares
of leaf production, consolidating its
position.
LEAF VEGETABLES IN SPAIN
The surface of lettuce of Spain is stabilized
The volume of supply and the surface of lettuce in Spain for the autumn-winter plans will not
change. This is what Proexport anticipates. The employer's organization of the Spanish lettuce
has a good future in Germany and medium-term in the East of Europe.
In fact, the first half of the year
2010 closed with an increase of 21
per cent of the value of the exports of lettuce -369 million euros
and a decrease of volume of 7% -363,000 tons -.
This stable situation responds to the present demand and
consumption, where no of the European chains nor destinations
have increased their demand in the winter plans.
However, the future for Proexport looks good in medium-
term, since “Germany is betting on iceberg lettuce, because the
German consumer values much the better use and in the last
campaign the demand in the Germanic market was bigger and
The lettuce for fresh consumption returns to the place in the plans of
the chains during this autumn-winter.
with an interesting price”, Cánovas affirms.
Proexport comments about the possibilities in the East of
Europe –Poland, Czech Republic and Russia -, but these positive
view will not result in an increase of the supply of volume this
year.
09
n

M A R K E T S R E S E A R C H
The courgette is out of the British crisis
The demand of courgette in the United Kingdom is out of the crisis with a consumption over 3
kilos. London is the centre of consumption of this product with the population 50-64 years old
like its main demand.
The consumption of courgette in the United Kingdom is living
a phase of stability inside the economic crisis. At the present
day each Briton consumes 3.1 kilograms of courgette,“marrow”
and aubergine, of which “approximately 65 per cent is courgette”,
according to the research of the consumption“consulting” of
the sector.
The figures of the consumption of these products increased
3 per cent during the period 2007-2008 and each consumer
spent almost 8 pounds on this family of products, of which 5.5
pounds were for the purchase of courgettes.
The figures of the demand of courgette has increased since
2004 but also the value of the purchase. In 2004 the British
spent more than 6.2 pounds buying courgettes and aubergines
and at the moment these expenses have increased nearly 20
per cent.
At the present day, the courgette is on the second order in
the stand with 3-4 references in the British campaign and 1-2
references in the import campaign, and also organic reference
that is sold in packs of 3 units.
In the last campaign, the British market imported more than
34,000 tons, 13 per cent more than in 2007, after a specially
complicated year due to the climate conditions in the South of
Europe. The imports are in a stable phase with 35,000 tons and
with Spain like the first supplier.
Spain contributes to the United Kingdom with almost 60 per
cent of the imports of courgette, but conditioned by the climate
conditions of Spain during winter, although in the 2 last two
years the presence of France has increased 5 points with
products of Morocco, through the Perpignan way.
London is the most important point of the consumption of
courgette and aubergine in the United Kingdom with a demand
of 4.7 kilos per capita and increasing thanks to the citizens of
white race, according to the information of the British Service
of Statistic.
The consumption of courgette-aubergine in the area of the
South East is following London with 4.2 kilos per capita as a
result of the proximity of the British capital. In fact, the demand
of courgette in the United Kingdom is smaller as the population
is far away from London capital and thus the Scottish only
consume 2.5 kilos and in the north of Ireland 1.7 kilos of
courgette and aubergine. n
10
Consumption courgette/aubergine in UK (2009)
(kgs. per cápita).
Source: Defra/Kantar Worldpanel.

The international business of the Spanish avocado
The European market of avocado is getting back to Spain thanks to the phenomenon to import
this product from the South Hemisphere. The Spanish companies can keep the supply during
the 12 months. More than 50,000 tons of the Spanish avocado are sent to the UE.
By Daniel Lafuente Torregrosa
The international figures of the Spanish avocado return again
thanks to the important support of the import of the South
Hemisphere. This product, of noticeable international
characteristics, only had a consumption higher than 21,000
tons distributed in the Spanish market in the campaign 2008-
2009. This figure means 27 per cent of the Spanish production.
The Spanish production during the year 2009 surpassed the
80,000 tons and the imports volume was 42,500 tons and
increasing.
The bet of the Spanish companies on working imported
products from – Peru, Chile or South Africa is making easy partly
the recovery of the supply coming from Spain in the international
markets.
In fact, it is not necessary to forget that Spain closed the
year 2009 with exports of more than 50,000 tons, with
outstanding shares of market in destinations like Germany,
Denmark, Sweden, France and United Kingdom, among other
markets.
The supply of avocado of the tropical Coast is the response
The phenomenon of the exports of the Spanish mango
is becoming more and more important thanks to its quality
and recognition in the markets of all Europe.
Spain exported 8,552 tons in the last exercise being
Portugal the most important destination with more than 3,700
tons. It is followed by France (1,586 tons) and Germany
(1,466 tons).
The mango will be no longer the great stranger of the
subtropical fruits and the Spanish operators are interested
in supplying it in the international market, mainly, by reasons
of price, although by comfort the national market is the most
suitable.
Another important fact to mention is that the imports
which come from the South Hemisphere, Brazil, have the
problem of the time that takes in arriving at the Old Continent.
M A R K E T S
to the international demands, since 75 per cent of the exports
are the Hass variety.
France keeps on being one of the reference markets for the
Spanish avocado, with exports that surpass 21,000 tons in
2009, although ,the orders decreased 2285 tons respecting to
the year 2008. concretely 9.8 per cent.
Behind France, the Spanish avocado finds an ally in the
British place, with sendings that surpass the threshold of 5,000
tons. Nevertheless, this figure means a decrease of the operations
of 29 per cent, if it is compared with the data of the campaign
2008.
These two strategic places are the unique ones that surpass
the threshold of 5,000 tons of avocado exported by the Spanish
operators.
Holland is on the third place, with 4,700 tons of avocado
which is a customer needed by the Spanish operators due to
the multiple possibilities of the re-export. Nevertheless, 2009
were not a good year and the figures of avocado decreased 17
per cent. The Germanic market is very close to this last
destination, receiving nearly 4,000 tons, 24 per cent less than
the other country mentioned before. n
Portugal is the main destination of the Spanish mango
This is one of the reasons why the Spanish producingcommercial
companies try to work with the international
market. “The characteristics of the Spanish mango are
different from the competition, mainly by the dry climate in
our zone. Nevertheless, mango would be diversified, because
at the present time 80 per cent is the Osteen variety “, Antonio
Sanchez, manager of Frutas El Romeral, explains.
12

M A R K E T S
Trops leads the Spanish mango commerce
Spain is the important market for the own mango production by proximity and comfort, although
the export is increasing and some tons are already sent to the EU destination.
The growth and commerce of the mango
have been the latest subtropical product
developed with noticeable volumes in Spain
and the figures of the production already
surpass 13,000 tons with a tendency to
increase.
The province of Málaga has the crop and
the commerce most professionalized, with
a surface of approximately 3,500 hectares,
although the Canary Islands had in 2009 a
production of 7,500 tons into the hands of
several operators.
same in Málaga where the supply is more
concentrated and only the Trops company
commercializes 4,000 tons of this product, although little by
little there are other companies with important figures. It is the
case of Frutas El Romeral with a supply of 500 tons, distributed
fifty fifty between the Spanish market and the export.
And it is that the problem of the imports that come from the
South Hemisphere, Brazil, is the time that takes in arriving at
the Old Continent. This is one of the reasons that the Spanish
commercial-producing companies try to work with the
international market. “The Spanish mango has special
characteristics that makes of it to be different from the
competition, mainly, by the dry climate in our zone. Nevertheless,
the varieties of mango have to be diversified because at the
present time 80 per cent is the Ostim variety”, Antonio Sánchez,
manager of Frutas El Romeral, explain. n
13
Enrique Colilles.

PRODUCTION-DISTRIBUTION
The French chains made the prices of the fruits and
vegetables dropped during 2009
The economic crisis was the argument and marked the
tendency of the prices of fruits and vegetables on the part of
the chains of big supermarkets and supermarkets in France.
The retailers decreased the sale price to the customers more
than 3 per cent for vegetables and 6 per cent for fruits.
During 2008, the price average public sale of the fruits and
vegetables in the French retailers reached 1.98 euros, and a
year later was located in 1.88 euros. The French retailers has
a share of market of fruits and vegetables of 71 per cent in
value and less than 70 per cent in volume.
Chile is preparing the region of Maule to increase
cherry trees and berries
The Region of Maule, in the centre of Chile, has 21 per
cent of the fruit produced in this country so the Chilean
government has the intention to increase the surface of
cherry trees and berries in this zone.
A report made by the Quality Control consultant and
which magazine F&H has had access shows that the region
of Maule has important advantages for growing these crops:
“good soil and climate, water availability, infrastructure of
The war of prices was more visible among the French
supermarkets –Leclerc, Carrefour and Auchan- since the average
prices in one year period decreased almost 5 per cent in
vegetables and 9 per cent in fruits, taking advantage of the
excess of stone fruit in summer 2009.
Evolution prices fruit&veg french retailers
Euro/Kgs. Source: Kantar Worldpanel.
This important decrease of the prices in the French
supermarkets caused an increase of 5 per cent of the amounts
sold, reason why the supermarkets closed 2009 with a share
of market of 33 per cent, the best in the last years, in spite of
the tendency of this type of commerce to lose customers. n
irrigation and capacity of processing and storage of fruits”.
The report “Research of the Intelligence of Businesses
to support new fruit investments in Maulé” shows that the
most suitable varieties of cherry tree in the region are late
varieties like Kordia, the Regina and Sweetheart, but needing
“high density plantations and great level of automation to
export to markets of the Far East”, the consultant explains.
14
n

Modelo is introducing into the organic
The Model supermarkets which belong to Sonae group
have started working with organic fruits and vegetables
with a dangerous bet on increasing their products in this
ORGANIC LINE
The decrease of the consumption of “organic”
pear in the United Kingdom stops
The business of the organic pear in the United Kingdom has
kept stable in 3.7 million pounds after three years of continued
decreases since in 2006 it almost reached 5 million pounds.
This “stop” of the decrease has allowed it to gain share of
market in the organic fruits and vegetables business, since
except the case of citruses and pear, the sales of other crops
decreased.
At the present day the sales of pear are 1.7 per cent of the
organic sales opposite to 1.5 per cent in 2008. One of the
Evolution consumption of organic pear in UK
reasons to stop this decrease has been the promotions that the
producers and operators have made to keep the sales. Thus in
In million pounds.
2008 the British consumers paid 2.70 pounds by kilo of organic pear opposite to 2.57 pounds in 2009. n
In the stands of Modelo there are more than 30 products.
sector. The Modelo supermarket has 30 organic products
from Portuguese suppliers during this summer.
Vegetables have been the stars counting on leaf product
range, tomatoes, peppers, cucumbers, courgettes or
endives, without losing their philosophy to supply “the
best product to the best price”, from Model.
The reference of organic vegetables in Model has
been supply in cold with the intention of a better
conservation and visible way in the corner of the
stands. Sonae as well as Intermarché are the groups
located in Portugal that have bet on the organic range
of vegetables.
15
n

COMPANIES
The Spanish companies control the Spanish bean
The hectares of greenhouses of bean in Morocco are 3,000 and the Spanish companies
control direct or indirect way 60 per cent of the production and surface and 55 per cent
of the foreign trade. The GPA company leads the surface of bean monopolizing
10 per cent of the surface of this crop.
By Rafael I. Losilla
Morocco exported almost 113,000 tons of beans in the year
2009 of which almost 63,000 tons go to Spain, doing of this
the most important destination of the Moroccan producers.
The importance of Spain in Morocco at commercial level
has increased gradually and not only by commercial
relations, but also by investments in production.
ago the first Spanish investors arrived at Morocco with
the intention to develop platforms and productive fields
of beans, based on the high yield of the crop and an
approachable labour. 15 years later, the Spanish companies
control between 55-60 per cent of the production and
surface direct or indirect way and 55 per cent of the foreign
trade.
important companies like Azura, Idyl, Les Domaines or
Agafay have given up gradually this crop and this place
has been taken of direct or indirect way by the Spanish
companies.
The companies
Although the companies of the Hispanic-Moroccan
capital become more and more important in the Moroccan
surface, the GPA company leads the surface of bean in Morocco
with 300 hectares, of which 200 belong to the company and
100 to the partner producers.
The control of the bean in Morocco is diversified and there
are many producers and independent companies with surface
of less than 50 hectares and many small producers that add
less than 2 hectares and that work of free and spontaneous
way, outside plans and commitments.
This situation means 29 per cent of the 3,000 hectares of
bean in Morocco, according to the analysts of seeds consulted
by F&H. The origin of most of these small producers is Morocco.
Spanish capital
The Spanish companies are much organized and look at the
Spanish market as much as at the French one. In fact, the
platforms of Mercamadrid and Mercabarna have become
important markets of the bean of Morocco. Mercabarna receives
directly 12 per cent of the total Moroccan commercial bean and
the case of Mercamadrid is that receives more than 60 per cent
of its bean from North Africa. n
17
Bean percentaje surface in Morocco (2008)
Source: F&H. (1) Estimate.

The Coprohníjar company will keep the same figure of
hectares of cherry tomato in the campaign 2010-2011 according
to gathers its plan of production and it will decrease its surface
of organic crop. It will strength its bet on the biological control,
as well as the activity during the 12 months.
The company commercialized during the last
campaign 10,000 tons of loose cherry tomato
and more than 3,600 tons of special varieties
of cherry, as well as 1,200 tons of cocktail
tomato.
In addition to cherry, the company keeps
its volumes of loose tomato and truss tomato.
Coprohníjar finished the year with nearly 4,300
tons of loose tomato and 2,500 tons of truss
tomato. The company will keep on having its
bet on the innovation of tomatoes and for this
year it has 17,000 square meters of the Raf
tomato Rebelión of the Vilmorín seeds. However,
the company has decreased the surface of the
Corazón de Buey tomato.
Watermelon keeps on being the reference
of the company for spring and during the last
COMPANIES
Coprohníjar will keep its bet on cherry tomato
campaign it reached a supply of 10,500 tons of lined watermelon
and more than 5,000 tons of black one, in addition to 1,200
tons of mini-watermelon. France is the reference destination of
the watermelon of Coprohníjar. The company closed the campaign
with a commercial volume of 42,100 tons. n
LQA will supply directly their plans of courgette in the EU
Jose Manuel Escobar is the manager of LQA.
Tons. Source: Coprohnijar.
The company of Almería LQA- Legalitas Quality
Assurance- will supply this campaign of direct way its plans
of courgette to the European chains, after breaking off the
commercial relations with Lomanoryas due to disagreements
with the partners in the management of this one. Last
campaign LQA commercialized 6,000 tons.
The aim of LQA is to reach the same volume of the last
campaign, reason why it has created a field structure to
extend its network of courgette suppliers and to work “from
the field to the supermarket”, Escobar affirms.
The company is looking for a kind of specific grower:
“experienced and with knowledge in the handling of this
product, since our plans are much linked to English and
German chains”, Jose Manuel Escobar, LQA manager,
explains.
“We also look for producers to keep the crop during 10
months from September to June to be able to reach the
signed commitments without problems” Escobar affirms.n
18
Products of Coprohnijar (2010-2011)