Markets - Revista F&H

NUMBER 6 • APRIL 2013 

INTERNATIONAL 

More consumption 

PEPPER 

GERMAN 

DISCOUNT 

Holland 

looks at 

Holland 

DOWN 

Piel de Sapo 

for EU 

MARKETS 

Tropical 

POLAND

F&H International • April 2013 

2

Focal Point 

The German discount 

reaches its peak 

THE DISCOUNT SHOWS THEIR FIRST CRACKS AND REACTS OUT OF THE 

PRICE FACTOR DUE TO THE MOVEMENT OF SUPER/HYPER, THAT RE- 

TRIEVES THE SHARE OF THE BEGINNING OF THE TWENTY FIRST CENTURY. 

By Rafael Losilla 

-Special envoy to Germany- 

It was in 2008-2009. The market share 

of german discounts -Aldi, Lidl, Netto 

and Penny Markt- reached a market 

share of 54 percent in fruits and vegetables. 

From then, discounts have 

lost market share and today have a 

53.3 percent in fruits and a 53.7 percent 

in vegetables, according to the 

updated data of Agrarmarkt Informations 

(AMI). 

For this reason, Lidl and Netto have 

improved its format and shelves without 

losing the price factor, the key 

in “the 42 percent of Germans who 

take into account the price of products 

when they do the shopping in a 

supermaket or in another”, says Francisco 

Contreras, Marketing manager 

of Edeka. 

Aldi, the leading food chain in the 

sales of fruit and vegetables in Germany, 

with a market share of 19 percent, 

is the only one that has not had changes. 

Its managers do not see the need 

for changes and the only proposal has 

been the homogenization of the cardboard 

boxes, differentiating the differ- 

ent types of vegetables and fruits. 

Netto and Lidl. With the purchase of 

Netto by Edeka there was a different 

situation. Netto became the discount 

branch of Edeka. 

Edeka committed with a discount 

which had shelves with fruits at the 

entrance to the shops, greater number 

of references, less volume by reference 

and a difference between the ‘commodity’ 

product and the promotion 

merchandise. 

The food chain has not publicized 

its results after two years of the pur- 

Discount 

Supermarket 

Hypermarket 

Grocery 

chase, but the most recent results of 

GfK makes Netto as the only discount 

which has gained market share in Germany. 

Lidl changed its strategy two years 

ago. The firm increased more than a 

metro its shelf of fruits and vegetables 

and overcame the 60 fruit and vegetable 

products compared to 50 fruit and 

vegetable products of Aldi. 

The ‘gurus’ of the food suply chain 

saw that Lidl moved away from ‘hard 

discount’ and committed to middle 

class that in 2010 approached to supermarkets 

and hypermarkets with 

Market share for fresh fruit in GerMany 

Source: AMI. 

2007 2008 2009 2010 2011 

53,5% 54,3% 54,3% 54,0% 53,3% 

19,5% 18,9% 19,1% 20,1% 19,9% 

14,9% 14,9% 14,7% 15,0% 15,3% 

12,1% 11,9% 11,9% 10,9% 11,5% 


3

4 

affordable prices for fruits 

and vegetables. 

Reaction. Supermarkets 

and hypermarkets reacted 

at the end of the first decade 

of the twenty-first century 

when they saw the discount 

increased the market 

share above 50 percent. 

Edeka, Kaufland or Kaiser’s 

have increased their position 

since 2010 and today 

the supermarket has a 20 

percent of market share and 

the hypermarket exceeds 

15 percent, surpassing the 

figures of 2005. 

The key is to be found in 

the price factor. “The supermarkets 

and hypermarkets 

have approached to 

the consumer with interesting 

prices without losing 

quality. In addition, 

the German supermarkets 

are working to make shops 

closest to the consumer, as 

in the rest of Europe,” says 

Matthias Queck, analyst of 

Planet Retail, to the magazine 

F&H. 

Edeka is one of the food 

chains closer to the consumer 

with 4,200 stores, 

located mostly in the center 

of cities and looking for the 

German middle class. In 

this sense, Netto is trying 

to place in the center of cities. 

Aldi uses cardboard boxes own. 

F&H International • April 2013 Focal Point 

The hypermarkets have 

also recovered market 

share with an affordable 

price. Kaufland is the most 

important hypermarket in 

Germany. The question is 

what is the future of the hypermarket 

in Germany in 

a moment “where consumers 

buy just what they need 

and not for a long-term,” 

says Queck. 

Other retail outlets. Retailers 

have in Germany more 

than 88 percent of market 

share in fruits and vegetables. 

In recent years, the 

food chains have increased 

and the groceries have decreased. 

The markets overcame 

the four percent of market 

share in 2011, after a bad 

year in 2010. The development 

of local production, 

“increasingly demanded by 

the Germans”, says Martín 

Baumert, manager of Landgard, 

could benefit the development 

of this food supply 

chain. 

The street stall has increased 

the market share 

due to the relation qualityprice. 

In addition, the street 

stall is located close to the 

consumer, which benefits 

the access to the product. 

Today it has more than 

three percent of market 

share.

Interview 

Víctor García | Portfolio manager pepper in Ibéria of Sygenta 

“Almeria flees the spring crop” 


rlosilla@fyh.es 

CALIFORNIA RED PEPPER WITH A LONG-CYCLE. IS THE PRESENT AND 

FUTURE FOR VÍCTOR GARCÍA, TO THE EXTENT THAT MURCIA DOES 

NOT OVERLAP ITS PRODUCTION WITH ANDALUSIA. 

F&H: The pepper crop is growing in 

Almeria. Is there a good financial 

situation between the farmers? 

V.G: “Not exactly. The growth is occurring 

only in the late transplants 

because the crops from August to 

now have had the best settlement 

and farmers seek to concentrate the 

production on the end of the cycle. 

Thanks to the fact that there are varieties 

in the market that allow that 

option”. 

F&H: Why Almeria has chosen the 

long cycle in California pepper? 

V.G: “The overseas melon is a reality 

in winter in Europe and coincides 

with the campaign in Almeria. Brazil, 

Senegal and Morocco have decreased 

the melon of spring in Almeria. For 

this reason, the melon from Almeria 

has not reached the best price in the 

market in the last year, so the farmer 

is looking for alternatives, and the 

long-cycle pepper is one of them”. 

IPM. 

F&H: To what extent the IPM has facilitated 

to the California pepper a 

long cycle in Almeria? 

V.G: “Thanks to the IPM the pepper 

plant reaches better the end of the 

campaign. IPM allows you to lengthen 

the crop cycle. Now, the farmers 

reach March with the possibility of 

cutting two kilos more in pepper and 

these two kilos are more profitable 

than start a campaign of melon in 

spring”. 

Murcia. 

F&H: If the farmers make long cycle, 

it could have a greater supply of 

California pepper from Almeria in 

spring? 

V.G: “It could produce a greater supply 

where before there was not in spring 

and the price would be affected. We 

are still far from this situation. There 

is a situation from January to May 

that did not exist before, and now 

Almeria overlaps with Murcia. Murcia 

is affected because Almeria lengthens 

the time of production”. 

F&H: This new strategy of farmers 

from Almeria, how does it affect to 

Murcia? 

V.G: “Murcia has better prices when 

overlaps with the Netherlands than 

with Almeria. The farmers from Murcia 

are transplanting later in order to 

not overlap with Almeria”. 


5


6

Mauricio Fernández | 

Responsible for Product Development of Hazera España 

Interview 

“It is important that the R&D 

meets all local needs” 

FERNáNDEz BELIEVES THAT IN THE VEGETABLE SECTOR IS NECESSARY TO 

HAVE A RESEARCH WHICH MEETS THE NEEDS OF THE MARKET. 

By Daniel Lafuente Torregrosa 

revista@fyh.es 

F&H: After more than 20 years in 

the Spanish market, Hazera become 

a bench mark in tomato. What market 

share has Hazera in the tomato 

sector in Spain? 

M.F: “We estimate we had a 15 percent 

market share last year. In addition, 

in other aspects such as the 

crop surface, we keep in other horticultural 

products. In fact, I think that 

the pepper can grow in the short and 

medium term, in addition to increasing 

sales in other crops”. 

F&H: How importance Almería is 

for the company? 

M.F: “Almeria remains a strategic 

market. Hazera Genetics, a company 

located in Israel, is dedicating a large 

part of its effort to the research of new 

varieties in this area. Because Spain, 

mainly Almeria, has the greatest potential 

in horticultural sector above 

from countries with larger productive 

surface”. 

F&H: What challenges has the company 

in coming years? 

M.F: “Hazera España is investing in 

researching. In less than a year and a 

half, three geneticist in pepper, tomato 

and cucumber have joined to the 

company. It means that the programs 

which are testing in other estates are 

going to intensify in Almeria, always 

seeking the needs of the Spanish market. 

In addition, we anticipate in a 

short-term a melon and watermelon 

program in Spain”. 

Research. 

F&H: It is essential to have a researh 

in the vegetable sector which satisfies 

the market demand? 

M.F: “Yes, of course. I think that is 

the key. The company that does not 

understand it, has a low commercial 

life”. 

F&H: Have we got a lack of breeders? 

M.F: “My company had not a breeder 

but now there is. At present, we only 

need a team more for melon and watermelon. 

The line of researching of 

Hazera Genetics focuses on more general 

products, because we do not have 

courgette or aubergine. We focus on 

products with a high business volume 

and growth opportunities, which are 

the ones that dominate the spanish 

market in surface and sales”. 


7


8

Lettuce in Spain | 

Possibilities 

for 



The lettuce from Murcia, main productive 

area in Spain, sees a recovery 

this campaign, because the final results 

in production and sale of lettuce 

in the last year were worst than the 

previous campaign. 

“This campaign has begun better respect 

to prices. However, it should be 

noted that there was a logistic problem 

at Christmas because the transport 

companies did not have goods 

to the return trip to Spain because the 

transport is more expensive” says Antonio 

Serrano, manager of Murciana 

de Vegetales. 

Last year, the lettuce from Murcia suffered 

a price decreased. In fact, the 

temperatures changes throughout the 

year, with the considerable heat, damaged 

the production. 

There was also an overproduction of 

lettuce because of early ripening. That 

affected to the market prices: 2.40 euros 

per box of 10 pieces. 

If compared to the prices of the previous 

year, the box of 10 pieces cost 

7 euros. “The past two years have not 

been very profitable for the lettuce 

producers”, says Javier Soto, the person 

in charge of lettuce of Proexport. 

The lack of coordination of the trading 

companies from Murcia, has 

made that the European supermarket 

chains have low prices. This has provoked 

a low profitability despite of exporting 

641,000 tons. 

The decline of the profitability of 

lettuce in Murcia is not only due to 

problems such as production, surface 

or other aspects like the weather. Ac- 

Markets 

improvement 

THIS CAMPAIGN BEGINS 

BETTER RESPECT TO 

THE PRICE. FARMERS 

AND MARKETERS EX- 

PECT TO INCREASE THE 

PROFITABILITY, BECAUSE 

THE LAST TWO YEARS 

WERE NOT GOOD. 

cording to Soto, there are other structural 

difficulties which affects not 

only the lettuce but also other products, 

as broccoli, tomato or pepper, 

among others, in the open or greenhouse. 

“We have a structural crisis, so we 

should change to improve the situation. 

Some time ago, the weather 

helped the crops, but in the last two 

years the weather has no helped us”. 

Almería. The situation of the lettuce in 

Almeria was not much better. According 

to the information by the Ministry 

of Agriculture, Fisheries and Environment, 

there has been a decline of 

32 percent in the value of production 

from Almería, despite of increasing of 

supply. 


9


10




The Spanish cucumber 

occupies the nordic countries 

SPAIN IS VERY PRESENT IN THE 

NORDIC MARKETS, ESPECIALLY IN 

SWEDEN AND DENMARK WHERE 

THE RELATION BETWEEN ORIGIN- 

DESTINATION IS VERY FLUID. 

Spain is the main supplier 

of cucumber in the Nordic 

markets. It has been gaining 

market share each year, 

since the Spanish suppliers 

built a relationship with the 

Nordic chains in the early 

twenty-first century. 

Gradually, Spain has moved 

other suppliers such as Holland, 

which has also suffered 

the domestic supply 

-more than 90,000 tons-, 

which enters in the market, 

coinciding with the Dutch 

offer in summer. 

The market share of the 

spanish cucumber in Sweden 

and Denmark is high 

and is located above 60 percent 

compared to 32 percent 

from Holland. 

This figure has been kept 

in recent years as a result 

of “the climate of Spain in 

winter, so from autumn to 

spring the spanish cucumber 

does not have competition”, 

says Siddi Jonasson, 

executive of the danish 

firm, Gruppen Future. 

The situation is different in 

Norway and Finland where 

commercial transactions 

are not large-scale, so works 

with danish and sweden 

firms. 

Consumption. The cucumber 

is one of the main vegetables 

in the shopping 

basket of the Nordic markets. 

In fact, the cucumber 

is one of the main products 

iMport of cucuMber in the nordic 

30.706 

29.089 

Denmark 

Sweden 

for horticultural farmers in 

the Nordic markets because 

it has a great demand. In 

some countries such as Norway 

is leading the horticultural 

supply in greenhouse 

with 16,300 tons. 

“The tomato, the leaf vegetables 

and the cucumber are 

the three main vegetables 

for the Swedish consumer”, 

says Jussi Ahtalo, purchasing 

manager of the Nordic 

firm, STC Group. 

“The cucumber has a lot 

sale in Sweden and Denmark 

and it is in good place 

on the shelves of the supermarkets”, 

says Ahtalo. 

The consumption of cucumber 

in Sweden and Denmark 

is consumed as a fresh 

10.025 

Finland 

Markets (2011) 

Tons. Source: Eurostat. 

6.500 

Norway 

vegetable and it is used both 

in salads “and in the sandwich 

of lunch”, says Ahtalo. 

The long cucumber is the 

predominant and last year 

the mini-cucumber was introduced 

in some retail outlets. 

“We believe that it can 

be a fun snack for different 

types of consumers”, says 

Ahtalo. 

In recent years, the cucumber 

has increased its 

consumption, mainly in 

Sweden and Denmark. 

These two destinations 

have increased the import 

of cucumber. Sweden has 

exceeded 29,000 tons and 

Denmark is near to 31,000 

tons. 


11

12 

Tropical fruit in Poland | 

Just for the 

upper class 

The consumption of tropical 

fruits in Poland -except 

for the banana- still corresponds 

to upper class families. 

Tropical fruits have not a 

high representativeness 

nor they are fruits for grocery 

shopkeepers due to 

ignorance of consumption 

among the population. The 

tropical fruits are found 

mainly in European supermarkets 

located in Poland, 

that “take more risks when 

they introduce new products”, 

says Tadeusz Witkowski, 

import manager of 

Renex. 

Information. One of the 

weakness which avoid the 

development of tropical 

fruits in Poland is the ignorance 

among groceries, 

which causes “difficulties 

in the development of 

the product to other social 

class”, recalls Dominika of 

Bury Trade. 

In this sense, the supermarkets 

monopolize the tropical 

fruits trade in Poland 

because French and English 

retailers work with this type 

of fruit. Retailers such as 

Tesco, Carrefour or Auchan 

usually have tropical fruits 

in their shelves, “even in 

winter, when it is unusual 

its consumption”, says Witkowski. 

The consumption of tropical 

fruits in Poland focuses 

from the spring and mainly 

in summer, “competing 

with the stone fruit”, explains 

Witkowski. The consumption 

in autumn and 

winter is less because “the 

temperatures are low and 

the Polish focuses on the 

consumption of citrus due 

to vitamin C”, recalls the 

executive from Renex. 

The pineapple and mango 

are the tropical fruits more 

consumed by the Poles, al- 

F&H International • April 2013 Markets 

though consumption figures 

are still low. The Poles 

consumed in 2011 more 

than 14,600 tons of pineapple 

and more than 3,200 

tons of mango. 

14.652 

Pineapple 

3.229 

Mango 

entry of tropical fruits in 

poland (2011) 

Tons. Source: CSO. 

2.749 

Avocado 

148 

Papaya

Christmas increases 

the consumption of grape 

and subtropical fruits 

THE SPANIARDS CONSUME CERTAIN FRUITS AT CHRISTMAS: 

MANGO, AVOCADO, GRAPE, PINEAPPLE AND ORANGES ARE THE 

MOST OUTSTANDING. THE HOUSEHOLD IS THE BEST PLACE TO 

EAT THESE FRUITS. 



From the economic point 

of view, both the consumption 

and the production 

of fruits and vegetables in 

Spain are relevant aspects. 

With regard to the fruits at 

Christmas, the consumption 

of grape, subtropical 

fruits, pineapple and orange 

increases respect to 

the figures of the rest of the 

year. Greengroceries and 

supermarkets are the retail 

outlets more importants. 

The mango consumption 

increases in winter and 

mainly at Christmas, in 

December. In this month 

is consumed a 35 percent 

of the total because during 

these dates the consumption 

of this type of fruit increases 

the sales. 

By fruits, the average price 

of the avocado in 2011 

reached 2.68 euros per kilo, 

a price similar to the last 

two years. In addition, the 

orange has been introduced 

evolution of consuMption of 

Grapes in spain in deceMber 

(Kilos per inhabitant). 

Source: MAGRAMA. 

0,23 0,26 

0,22 0,26 

0,35 

0,24 

2005 2006 2007 2008 2009 2010 2011 

in these dates with 1.92 euros 

per kilo per inhabitant 

per year, with an average 

price of 0.86 euros per kilo, 

and the grape obtained a 

share at around 32 percent. 

There is more expenditure 

in December on all households, 

so in this month 

Spain spends more than 10 

percent of the annual expenditure. 

The increase of expenditure 

in these dates is due to 

the families buy more and 

different food products at 

Christmas respect to other 

period of the year. In other 

words, there is a change in 

eating habits. 

Rises the price of the food 

and increases the purchase 

of these. 

The family size and the social 

level also influences 

respect to a greater or lesser 

consumption of food products. 

For example, in the 

largest populations and 

0,31 


pineapple in deceMber 



with more spending power 

there is an increase of tropical 

fruits consumption. 

The figures of expenditure 

and consumption of fresh 

fruits at Christmas have 

been consolidated in recent 

years. Different aspects 

are typical of this sector: 

healthy food image and 

fruits all year around. 

The data. Christmas increases 

the consumption 

of fruits in Spanish households 

despite the current 

economic crisis. Subtropical 

fruits as mango in December, 

is consumed a 35 

percent of the total. The 

avocado reachs 700 grams 

per capita, 200 grams more 

than the rest of the year; 

and the grape and orange 

increase their consumption 

to 1.92 kilos per capita and 

0.31 kilos per capita, respectively. 

0,24 0,24 0,27 0,27 0,26 0,28 0,31 

2005 2006 2007 2008 2009 2010 2011 


The 

pineapple 

grows at 

Christmas 

In Spain, since it has become 

a ‘commodity’, 

many supermarkets sell 

pineapple at Christmas 

with marketing campaigns. 

The pineapple 

is one of the fruits that 

attract customers from 

different social groups. 

This situation has increased 

the sales, but 

profitability is an aspect 

that has to be studied. 

The consumption of 

pineapple in December 

reached 0.31 kilos 

per capita, with a market 

penetration of 23.3 

percent. It reached 137 

euro cents. 

The household is the 

best place to consume 

this fruit at Christmas, 

because it means more 

than 90 percent. The 

hotel and catering industry 

and public institutions 

have a less 

share, a 4.2 percent and 

a 1.2 percent, respectively. 

This fruit has a very 

positive developments 

within the household. 

The households with 

more than four people 

where the housewife is 

older than 49, consume 

more this fruit. It can 

be couples with older 

children, adult couples 

without children or retired. 


avocado in deceMber 



0,03 0,04 0,04 0,05 0,06 0,06 

2005 2006 2007 2008 2009 2010 2011 

0,07 


13

14 

The European markets 

PEPPE 

raise the 

consumption 

of 



In silence. Pepper is 

a witness of the demand 

in European 

households. There are 

only three European 

markets where the 

pepper did not exceed 

the figures for 2010: 

Hungary, Romania 

and Slovenia. 

There are 14 destinations 

where the pepper 

reached the ‘top’ 

of consumption and 

trade in 2011: Germany, 

Belgium, Denmark, 

Spain, Estonia, 

Finland, United Kingdom, 

Ireland, Italy, 

Lithuania, Netherlands, 

Poland, Norway 

and Sweden. 

There are different 

theories. The price 

prevails in many trading 

vegetables companies 

in begin in 

this business between 

Spain and Holland. 

A situation characterized 

by the pressure of 

the Spanish crops in 


spring over the Dutch 

offer. 

But also prevails 

new varieties such as 

Sweet-Bite or Ramiro 

-Italian sweet pepper-, 

which is more present 

on the shelves of British, 

Dutch, Swedish 

and German supermarkets. 

Holland and Spain 

are witnesses of this 

demand. Spain nearly 

reaches 500,000 tons 

exported of pepper in 

2011 (see F&H280), 

while Holland, with 

443,000 tons exported 

in 2011, reached 

the second best year 

of international trade. 

They were not the only 

harvest areas which 

reach the top. Poland, 

Czech Republic, Belgium 

and Lithuania 

had a peak in the export, 

although not all 

of them from domestic 

crop. 

United Kingdom 

- Consumption: 2,6 kilos per 

inhabitant 

- Distribution: Tesco leads the 

sales with a 27% 

- Type: California pepper 

- Details: Sweet-Bite and Angelo 

are mini-peppers which are beginning 

to be seen in supermarkets. 

Marks&Spencer and Sainsbury’s 

have been the first supermarkets 

that are selling Angello. 

Spain 


inhabitant 

- Expenditure: 8,12 euros per 

inhabitant 

- Distribution: 31% supermarkets 

- Type: Mainly Lamuyo pepper 

- Details: The California pepper 

is entering by supermarkets. The 

Lamuyo pepper is the favourite in 

the groceries.


R Germany 


household 


household 

- Distribution: 58% discount 

- Type: 90% California pepper 

- Details: The pepper is the 

second most used vegetable by 

retailers in the sales promotion, 

mainly in summer. 

France 


household 


household 

- Type: Mainly California pepper 

with size GG 

- Details: The California pepper 

with a big size in bulk or 

tri-colour is becoming more 

important in supermarkets, 

although the Lamuyo pepper 

has its place in the South. 

Holland 


inhabitant 


household 

- Distribution: nearly 40% 

Albert Heijn 

- Details: the incorporation 

of Ramiro - sweet Italian 

pepper- and Sweet-Bite have 

been important to increase the 

demand in a 13%. 

Italia 


inhabitant 


inhabitant 

- Distribution: 37% supermarkets 

- Type: Mainly California 

- Details: The North is linked 

with California pepper while 

in the South, Lamuyo pepper 

increases its offer. 


15

16 

Melon southeastern Spain | 

Interest grows in ‘Piel de sapo’ 

THE ‘PIEL DE SAPO’ MELON INCREASES ITS FIGURES. HOWEVER, THE SEEDS TRY TO 

LOOK FOR MATERIALS WITH FLAVOR AND GOOD CONSERVATION. 

The farmer demands varieties 

that cover the production 

cycle; the consumer 

is attracted by the varieties 

with a high sugar level and 

the supermarkets are looking 

for long life products on 

their shelves. 

The commitment of the 

seed companies focus on 

offering long life products 

in the supermarkets without 

losing the main features 

of the melon: smell 

and taste, among others 

aspects. 

There are markets that ask 


Galia melons as in certain 

supermarkets of United 

Kingdom, although most of 

the seed companies say that 

this type of melon has its 

sell-by date in a short time. 

In the south-eastern of 

Spain there is an interest 

in ‘piel de sapo’ melon. In 

fact, the surface of melon in 

greenhouse in Murcia has 

had an upward trend in the 

last three years. The figures 

of 2011 show 250 hectares, 

respect to 220 hectares of 

2010 or 190 hectares in 

2009. The volume has also 

had an increase. 

With regard to the melon 

harvested in the open, the 

farmers have a positive 

trend because there is more 

surface, in particular more 

than 2,400 hectares. 

Piel de sapo melon has the 

first position in production 

in Almeria. In fact, number 

of hectares have had an 

evolution in four years, until 

1,470 hectares. 

“Last year was planted in 

Almeria more Piel de sapo 

melon, even ended later 

with a good quality of mel- 

on, while other types, such 

as Galia and Cantaloupe, 

decreased the volume. 

However, the melon depends 

on the results of previous 

crops, such as tomato, 

pepper and cucumber 

to know what is going to 

happen the coming year”, 

explains Joaquín Navarro 

of Sakata. 

The demand for melon continues 

to increase because 

seed companies, farmers, 

supermarkets and traditional 

shops are looking for 

a high quality product.

Pepper snack | 

The 57 percent 

of trading 

companies do not 

know about it 

The vegetables such as 

pepper snack remains unknown 

for a large number 

of companies, although the 

firms that know the pepper 

snack are thinking they are 

interesting for the market. 

A market study to 14 trading 

companies carried out 

by the Ministry of Agriculture, 

Fisheries and Environment 

of Junta de Andalucía 

-in the project ‘Transforma’ 

(Transfer and Training in 

Protected Horticulture)- 

reveals that a 57 percent of 

the firms do not know the 

concept of pepper snack, 

while a 43 percent know 

the concept. 

These data were presented 

last November during the 

conference ‘Production and 

marketing of vegetables 

with high market value’ organized 

in the Institute for 

Researching and Training 

in Agriculture and Fishing 

(IFAPA) in Almeria. 

In addition, the survey 

showed that 80 percent believes 

that “it is interesting 

for trading. The favourite 

pepper snack is with stalk 

(85.7 percent); tri-colour 

in a plastic packing -type 

glass/cup- and in an intermediate 

size (approximately 

7 centimetres). 

The price, packaging as well 

as the colour are the most 

important factors to buy 

these peppers. 

The objective of this survey 

consist on introducing 


these ‘snack’ vegetables in 

a large range of consumers: 

pupils, young people and 

others population groups, 

searching a healthy eating 

habits. 

Among the varieties of pepper, 

the ‘snack’ has grown 

in European countries in 

the last years because it is a 

healthy food and for ‘vending’ 

-sale in vending machines-, 

among others. 


17

18 

Focus in the Netherlands 

One of the strengths of the 

Dutch companies has been 

the business of import-export. 

With 4.2 millions of 

tons imported of fruits and 

vegetables, more than 85 

percent is re-exported, according 

to data from Productshap 

Tuinbouw. 

This strength has been 

weakened when the suppliers 

have chosen to work 

more directly with markets 

and retailers. The relations 

between German and British 

retailers with farmers of 

the South of Europe have 

moved to the dutch ‘brokers’. 

There are several Dutch 

companies that analyzed 


THE BUSINESS OF IMPORT-EXPORT LOSES INTEREST 

FOR THE DUTCH FIRMS. MANY DUTCH COMPANIES 

FOCUS ON WORKING FOR CUSTOMERS AND 

SUPERMARKETS FROM BENELUX. 

the situation and chose the 

domestic market. A market 

with nearly 27 millions of 

inhabitants between Belgium 

and Holland with a 

significant presence of retailers. 

“Today is more interesting 

work with Dutch retailers in 

order to keep the import-export 

activity”, says Stephane 

Rion, ex-marketing manager 

of Hage International. In 

fact, Rion recalls that “each 

year we have increased our 

sales between Belgian and 

Dutch customers”. 

The strength of Hage International, 

one of the import 

companies more important 

in Holland and ownership 

of The Greenery, are the 

supermarkets of Benelux. 

“Holland is not already useful 

for the business of import-export”, 

says Rion. 

Dutch groceries. In the same 

situation is Wilko Fruit. A 70 

percent of the commercial 

operations of this firm are 

with dutch customers. “We 

like to study the varieties 

that come to the market. We 

have into account this varieties 

when we work with customers, 

says Wilko van der 

Zwaard, general manager of 

the company. It is one of the 

aspects of Wilko Fruit in order 

to increase sales. 

Aartsenfruit is another 

Wilko Fruit is specialized in working with customers from Holland. In the picture, Fernando 

Manchuca (left), Wilko van der Zwaard (middle) and This Terwindt (right). 

example of working with 

dutch customers, although 

from a different perspective, 

because its portfolio of 

customers is not a final customer. 

“Our business has 

always been working with 

retailers, exporters or commercials 

in Holland and 

Belgium, and not export or 

supply supermarkets”, says 

Jack Aartsen, company director. 

It is a large wholesale -140 

millions of euros -which has 

four branchs - three in the 

Netherlands and one in Belgium- 

more than 900 customers 

between greengrocers, 

brokers, re-exporters, 

small supermarkets,...

The stone fruit market is 

always growing, where the 

plant nurseries look for 

new materials to satisfy the 

consumer demand. The flat 

peach has an upward trend 

and has more possibilities 

to conquer new markets. 

The flat peaches are fruits 

that do not go to the detriment 

other fruits because 

they are very differents respect 

to peaches and nectarines, 

for example. 

With respect to the shape of 

the fruit, the biggest innovation 

has been in the flat 

The ‘boom’ 

of the flat peach 


THE EMERGENCE OF NEW VARIETIES HAS PROMOTED 

THE CONSUMPTION OF FLAT PEACHES (PARAGUAYAN 

PEACH). THESE ARE HARDER AND SWEETER THAN THE 

PREVIOUS VARIETIES AND ENSURES A HIGHER SATIS- 

FACTION OF THE CONSUMER. 

shapes, called ‘paraguayan 

peach’, whose harvest has 

been traditional in many 

places of Spain. 

There is no comparison 

between the new varieties 

with traditional ones, because 

they have a greater 

colour, they have a symmetrical 

shape and a specific 

taste quality. 

However, repect to peaches 

and nectarines is not possible, 

where aspects such as 

shape and colour provide 

very different flavours. 

The taste, health and com- 

fort are the main aspects 

when a consumer chooses 

a fruit on the shelf. What’s 

more, a 99 percent of supermarkets 

believes that the 

flavour is the first option of 

purchasing for Spanish consumers. 

Timetable. The ripening 

process of the flat peach has 

been expanded and now 

extends from end of May to 

end of September. In recent 

years has appeared the flat 

nectarine or ‘platerina’ with 

a similar flavour to the flat 

peach but it is more convenient 

to eat. 

The price paid by consumers 

has fluctuated in the 

past three years between 

two and four times -peach 

or nectarine-. Throughout 

2010, were produced 

100,000 tons of this fruit 

in Spain, mainly in Murcia 

and in the Valle del Ebro 

(Catalonia and Aragon). 

Catalan producers hope to 

collect 71,000 tons of this 

stone fruit this year. 


19


20 



- Special envoy to Holland- 

The traditional business of 

import-export that have 

controlled the Dutch companies 

is in question. The 

relationship between origin 

and destination and the 

brake to overseas commercial 

operations are affecting 

many companies. 

Business analysts say that 

is necessary generates value 

to the survival of the Dutch 

companies. And the value 

may come from different 

ways: loyalty to the supplier, 

brand strategy and Holland 

as a customer. 

Dutch companies saw in 

the overseas trade an opportunity 

to the point that 

108 importing firms have 

the main focus in the overseas 

trade, respect to the 

1,000 importing companies 

from Holland. 

But the overseas trade is decreasing 

due to the demand 

and financing. This situation 

does not help to the 

trading companies to look 

for other alternatives which 

do not generate so much 

108 Dutch companies have in overseas its portfolio of reference products. 

Holland needs to reinvent 

THE DUTCH COMPANIES WHICH WORK IMPORT-EXPORT 

ARE LOOKING FOR NEW STRATEGIES CHARACTERIzED 

BY THE DIFFERENTIATING VALUE IN ORDER TO MAIN- 

TAIN ITS POSITION IN THE MARKET. 

value and not always they 

have a positive response by 

the other company. 

Back to the South. There are 

several companies that look 

at the Mediterranean area 

as supply to make up for the 

decrease of commercial operation 

with the Southern 

Hemisphere. “We are looking 

for new suppliers due 

to the fall of business with 

Brazil. Senegal, Morocco or 

Spain are an important supply”, 

says Gert-Jan van den 

Heuvel, importing manager 

of Verdi. 

Verdi is not the only company 

that has decreased 

the commercial operation. 

“Many Dutch companies 

which have not got commercial 

operations with 

supermarkets must stop 

working overseas trade”, 

warns Pieter De Jong, general 

manager of Hillfresh. 

With the South American 

‘boom’, European companies 

signed programs with 

producers in origin with- 

out having closed sales, but 

“with the security that the 

market would respond”, 

says Jack Aartsen, general 

manager of Aartsenfruit. 

In the last year have become 

to duplicate the commercial 

operations of the Dutch 

companies with Spanish 

suppliers. A handicap is 

that “many of them have 

already made the journey to 

reach the destination”, says 

Michael Holslag, general 

manager of Fruberica. 

The Dutch companies return 

to the Southern Europe 

with very different strategies 

respect to the end of 

the twentieth century, such 

as avoid problems with customers 

that could affect the 

commercial interests. 

Production. One of the strategies 

of the Dutch firms is 

the link to the production 

as aspect which is different 

from European companies. 

This strategy not always has 

the best results, but there is 

a group of companies that 

are committed with this 

line of work. 

that aim the Dutch operators 

is the link to the production 

as differentiating 

value with respect to firms 

operating in Europe. Not always 

this strategy has yielded 

the best results, but there 

is a group of companies that 

are going to gamble on this 

line of work. 

Staay Food Group, after acquiring 

Hispafruit, works 

with Costa Rica for the production 

of tropical fruits, 

like pineapple. 

But the link with the production 

has not always 

been a good strategy. Solfruit 

International or Olympic 

Fruit have suffered difficult 

experiences. Solfruit 

International stopped 

working six months ago, 

while Olympic Fruit began 

commercial operations 

with the grape from South 

African.

Holland is more 

joined to EU 

DUTCH EXPORTS ARE MORE FOCUSED 

ON EUROPE, AS A RESULT OF LOSING OF 

BUSINESS IN ASIA. THE NETHERLANDS 

HAS IN THE SOUTH OF EUROPE AN ALLY. 

The Dutch companies, 

which for many years have 

made of Marco Polo, now 

see their business more 

focused on Europe. Their 

business non-European 

have been decreasing since 

2008. It meant before a 18 

percent of exports and a 15 

percent today. 

Within this 15 percent, 

the extra-EU markets from 

Eastern Europe, mean 60 

percent, mainly Russia and 

the former Soviet republics, 

such as Ukraine. 

The Asian market, composed 

of southeast area, 

Japan, India and other 

emerging areas mean no 

more than 1.5 percent. 

This decrease in overseas 

business is due to the decline 

of fruits, which are 

already closely to 215,000 

tons exported compared to 

324,000 tons in 2008. 

The exports from Holland 

depend on the economic 

crisis and the need of the 

customers of the Southern 

Hemisphere to flee from 

Europe and search new destinations, 

such as Southeast 

Asia, Eastern Europe or 

Arab markets. 

6,6 

6,8 

European pressure. The 

major part of the export of 

Holland are the vegetables 

with 4.5 millions of tons 

compared to 2.1 millions of 

tons of fruits, with a downward 

trend. 

The Dutch companies complain 

about the pressure of 

the European markets, such 

as Poland, Czech Republic, 

Nordic markets or United 

Kingdom, which condition 

the value market of the 

Dutch production. 

Analysts and dutch exporters 

of vegetables think that 

the summer productions 

of the Centre of Europe do 

not facilitate the development 

of the Dutch companies. 

However, Holland has 

searched for alternatives 

working with the markets 

of Southern Europe. 

The Dutch business in vegetables 

with the South of Europe 

reached 358,000 tons 

in 2008 respect to 423,000 

tons in 2011. France and 

Spain have gained market, 

Italia keeps the same situation 

and Greece is losing 

market. 

7,0 

6,7 

2008 

2009 

2010 

2011 

evolution dutch exports in fruits and veGetables 

Mill. of tons. Source: LEI. 



21

22 

Direct sale is the 

most used by 

French farmers 

It is not the selling method 

with more market share, 

but it is the most used by 

the French farmers who 

cultivate organic fruits and 

vegetables. More than 75 

percent of french farmers 

sold in 2011 by direct sale, 

according to a survey of 

Agence Bio. 

This percentage increases 

nearly 85 percent in the 

Pyrenees region due to the 

tourists. 

The relationship between 

the farmer of fruits and 

AUCHAN | 

PLANNINg 

ExPANDINg ORgANIC 

SUPERMARkETS 

There are already supermarket chains that 

have opened franchises in organic products. 

The Belgian supermarket Colruyt, 

with Bio Planet; Monoprix with Naturalia 

in 2009, Auchan with Coeur de Nature. 

They are examples of success. For this reason, 

Carrefour and Auchan are working in 

order to develop a chain of organic supermarkets 

to expand the idea in the market. 

For the development of this project, Auchan 

already counts with a team that is 

studying -among others- the case of Bio 

Planet and Whole Foods in the United 

Kingdom. 

Auchan already has a working team to develop 

this project that is studying -among 

others- the case of Bio Planet and Whole 

Foods in United Kingdom. 

Auchan was the first French retail that began 

in this business with Couer de Nature. 

In addition, it has a specialized platform 

in organic food, as Socobio. 

F&H International • April 2013 Organic 

vegetables with the market 

is intense, because a 40 

percent works directly with 

specialized shops without 

intermediaries. However, a 

40 percent of farmers work 

with them. 

A farmer usually work with 

three types of distribution: 

direct sale, specialized 

shops and intermediaries, 

who buy more products. 

France closed with 9,615 

farmers of organic fruits 

and vegetables in 2011. 

Spain | 

The 40 percent are fruits 

and vegetables 

Spain is beginning to 

be incorporated in the 

consumption of organic 

products and fruits and 

vegetables are the most 

representative according 

to a survey carried out 

by Prodescon. 

The Spaniards spent 

386 millions of euros in 

the purchase of organic 

fruits and vegetables in 

2011. It means a 40 percent, 

estimated in 965 

millions of euros, according 

to the survey. 

The figures reveal the 

importance of organic 

fruits and vegetables 

over the rest of horticultural 

products. “It can be 

still developed strategies 

in order to attract new 

consumers”, says the 

deputy manager of Differentiated 

Quality and 

Organic Agriculture, 

Clemente Mata. 

DENMARk | 

TwO SUPERMARkETS 

LEAD THE SALES OF 

FRESH FOODS 

Denmark is a market with a sale of 

162 millions of euros in fresh fruits 

and vegetables. This country has two 

supermarket chains which lead the 

sales in this category. A place where 

the discount -both ‘soft’ and ‘hard’- 

has a market share which exceeds a 

35 percent. 

Although the discount leads the sales, 

retailers Irma and SuperBrugsen are 

the chains that sold more fruits and 

vegetables in 2011, according to the 

latest report from Organic Denmark. 

Irma was “the first retailer with organic 

fruits and vegetables”, remember 

from Denmark Organic. Irma has 

a market share of 23 percent in fresh 

food, although it had a market share 

of 24 percent in 2010.

G’s España | 

The lettuce 

represents more 

than half of its offer 

The lettuce is the reference 

producto of G’s España. In 

fact, it means the 50 percent 

of the marketed volume, 

where the Iceberg lettuce 

represents an average of 

100 millions of pieces marketed 

per year. 

It is followed by Little Gem 

(45 millions of pieces); romaine 

lettuce (22 millions 

of pieces); Minirromana 

(20 millions of pieces) and 

Red Gem (3 millions of 

pieces). The company foresees 

a growth between 7-8 

percent of all these varieties 

of lettuce for the next campaign. 

At present, the society has 

a surface of 1,700 hectares 

for lettuce in three areas 

of production: the first in 

Granada, Jaén and Castilla 

La Mancha; the second in 

Murcia in an area located 

between 600 and 1,000 metres 

of altitude and the third 

in Campo de Cartagena 

and Águilas that “gives the 

largest volume”, explains 

Juan Alfonso, marketing 

manager of G’s España. 

G’s España is looking for a 

more traditional customer 

in lettuce. For this reason, 

90 percent of the production 

is for fresh consumption 

and a 10 percent to 

fresh-cut. 

At present, the global economic 

situation affects 

to commercial strategy of 

the companies. The line of 

work of the firm is focused 

on optimizing the costs of 

production, “key to maintain 

our current and future 

competitiveness”, says Alfonso. 

The group G’s España which 

includes Pascual Market- 

ing, has in your brand Pascual 

Prestige an added value 

with a high quality and a 

commitment to innovation. 

The international business 

is the key for the firm. A 

80 percent of the lettuce is 

sent to European area: Germany, 

United Kingdom, 

France, Belgium, Austria, 

Switzerland, Luxembourg 

and the Nordic countries, 

whereas the 20 percent goes 

to the Spanish market. 

Enterprises 

SAT PEREgRIN | 

92 MILLIONS OF PIECES 

SOLD PER yEAR 

The Sat Peregrín is an 

atypical company in 

the fruit and vegetable 

sector of Bajo Almanzora 

(Almería), 

which started its business 

activity with the 

garlic and almonds. 

Later, the firm began 

the activity in the fruit 

and vegetable business 

because of the pressure 

of the market and 

taking in account the 

marketing channels, 

with which they work 

several years ago. 

The company markets 

92 millions of pieces 

PRIMAFLOR | 

MORE THAN 130,000 TONS OF LETTUCE 

Primaflor leads the ‘Top’ 

of companies of lettuce 

in Spain. The firm 

markets 160 millions 

of pieces of Iceberg lettuce, 

its reference product, 

and 130 millions of 

pieces of Baby. 

The firm, which is in 

expansion period, has 

a remarkable growth in 

lettuce. “The forecasts for 

the upcoming campaign 

indicate an increase of 

supply by around eight 

percent respect to last 

year,” says Jordi Estrada, 

assistant marketing 

manager of Primaflor in 

Spain. 

With respect to the surface, 

Primaflor has approximately 

5,000 hectares 

of crops to cover 

the needs of its portfolio 

of customers during 52 

weeks of the year. 

The company has a large 

range of lettuces, where 

highlights the Iceberg 

lettuce and Baby, but 

without neglecting romaine 

lettuce, Batavias, 

Trocaderos, or specialties 

such as Red Oak Leaf 

Lettuce, Lollo Rosso, 

between different 

types of lettuce, such 

as Iceberg, Baby, Romaine, 

Xanadu, Frisse, 

Oak Leaf, among others, 

in a surface with 

1,400 hectares. 

The market strategy 

of the company is 

with its brands Gold, 

La Reine and Duende 

Fresh, being the main 

destination the Spanish 

market with a 55 

percent of the supply. 

The 45 percent is exported, 

mainly to the 

eurozone. 

among others. The 50 

percent goes to Spanish 

market and the another 

50 percent goes to international 

destinations. 

Directs its efforts to the 

retail market, although 

it does not forget the 

wholesalers as Mercamadrid 

or Mercabarna, 

where it has a prominent 

presence. Finally, 

Primaflor sells its product 

under the brands 

Primaflor and Sol de 

Pulpí to conquer the different 

spanish and foreign 

markets. 


23


24 

Enterprises 

gRANADA LA PALMA | 

MORE THAN 100 MILLIONS 

OF EUROS INvOICED 

The specialization in 

the products and the 

strategy in production 

are the keys of 

the company. Society 

that has grown since 

the start of the century. 

Last year marketed 

65,000 tons and 

reached a value in the 

market of 106 millions 

of euros. 

This figure represents 

a record for the trading 

company from Granada, 

which has grown 

in cherry. 

At present, the firm 

has 606 farmers and 

735 hectares of surface 

and a forecast of seven 

percent of growth on 

surface. The cherry 

tomato is its key product 

with 34,000 tons, 

“Granada La Palma is 

a worldwide reference 

for this product”, says 

Antonio Serrano. 

David Del Pino, manager 

of La Palma. 

Del Pino stands out 

that “all farmers of 

Granada La Palma 

produce with the highest 

standard in order to 

produce healthy products 

with flavour”. 

In addition, Granada 

La Palma also has a 

research center with 

more than three hectares 

where have released 

three type of 

products: ‘El Tomate 

Desayuno’, ‘Los Mix 

de Tomates’ and ‘El 

Tomate Snack’. 

The company markets 

other fruits and vegetables: 

18.000 tons 

of pepper; 700 tons of 

leek and 800 tons of 

custard apple. The last 

one is on the market 

for nine months (from 

September to May). 

Agrar System | 

germany is the 

best customer 

The company is part of the 

multinational of production 

of the Behr Group, that 

in every season of the year 

produces in a different area 

of Europe to achieve a continuous 

supply in the German 

market. 

In this way, while the cultivation 

period in Spain is 

from November to May, 

the group produces during 

the rest of the year in three 

states of Germany (Saxony, 

Lower Saxony and Mecklemburg), 

with a surface of 

approximately 3,000 hectares. 

The vegetables of Agrar System 

are mainly marketed 

in Germany (80 percent), 

particularly in the large 

supermarket chains. Also 

in Switzerland, France, UK 

and Scandinavian countries. 

To give service to a demanding 

market, all companies 

of the group have made a 

commitment to technology, 

with the objective that 

all products have the best 

guarantees and quality 

without taking into account 

its place of production. 

The objective of Agrar Systems 

is to consolidate the 

MURCIANA DE vEgETALES | 

IT HAS SPECIALTIES 

Murciana de Vegetales is 

considered as a benchmark 

in the sale of lettuce. 

In its time, the 

company was a pioneer 

in the novelty of sweet 

hearts of Little Gem. 

Currently, the company 

produces 8,000 tons of 

different lettuce types 

as sweet hearts of Little 

Gem , heart lettuce, Cos 

lettuce and crest lettuce. 

“Variety developed by 

Murcia of Vegetales in 

our experimentation 

and research plots, and 

protected in the National 

Institute of Investigación 

and Agricultural 

and Food Technology of 

the Ministry of Agriculture, 

in the Spanish Office 

of Plant Varieties”, 

says Antonio Serrano, 

manager of Murciana de 

Vegetales. 

The commercial strategy 

of the firm is based on 

does not market on the 

generic market of lettuces. 

Supermarkets with 

a high quality, both in 

Spain and the rest of Eu- 

Javier Soto. 

brand Gemüse Garten as 

a synonym for quality, flavor 

and freshness. It shows 

the immeasurable value of 

the Murcian orchard and 

the rest of production areas 

of the group, as well as the 

interest in bringing added 

value and quality in the cultivation 

of vegetables. 

At the present time, at its 

facilities in Balsapintada 

(Murcia), Agrar Systems 

has more than 1,000 hectares 

destined mainly for 

Iceberg lettuce and Minirromana 

lettuce. In addition, 

the harvesting and 

packaging is carried out in 

the same field, ensuring a 

big efficiency thanks to the 

specialization of the machinery. 

rope, are the main customers. 

Respect to destinations, 

the export represents 

a very high percentage, 

mainly United 

Kingdom, Germany, 

Belgium, Switzerland, 

Sweden and the Scandinavian 

countries, 

among others. 

It also works in the 

spanish market, mainly 

supermarkets, such as El 

Corte Ingles.


25


26

Markets - Revista F&H

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