FresQ/Rainbow Growers Group wins Innovation Award with Vitamini’s
The Vitamini’s vegetable snack produced by the FresQ/Rainbow Growers Group (De Lier, Netherlands) is the winner of this year's FRUIT LOGISTICA Innovation Award. Vitamini’s are ready-to-eat vegetables packed in a plastic bag. The unique mini vegetables are available in three attractive varieties: sugar-sweet mini tomatoes, crispy-tart gherkins and mild & tender orange-coloured peppers. Vitamini’s are ideal as a healthy snack food. The rectangular shape of the package makes Vitamini’s suitable for vending machines. Vitamini’s will be marketed to compete with conventional snack products sold at filling stations, kiosks, supermarkets or fitness studios. The products will be launched on the German market within the next six weeks.
Iwan van Vliet from the Rainbow Growers Group commented on the award: "We worked hard on developing this product and are quite proud to receive the award. We are also convinced that this product offers the market a genuine innovation. Vitamini’s offer school-aged children a healthy alternative to sweet candy bars".
Second place honours went to the company Italian Masterpack spa for a resealable plastic bag designed for vegetables. Third place went to Alterbio France, a company that supplies mon bb mange bio fruit and vegetables in flowpack trays. Ideal for babies in all phases of development, the organically-grown products are sold in 600g units. The FRUIT LOGISTICA Innovation Award is presented to recognise outstanding new products and services that have significantly contributed to the fresh produce sector and were introduced to the market between November 2005 and October 2006. The ten best entries were nominated by a panel of experts. Winners were selected by FRUIT LOGISTICA 2007 trade visitors attending the exhibition. The industry innovation award is sponsored by Messe Berlin GmbH and FRUCHTHANDEL MAGAZINE, Dusseldorf. (www.rainbow-growers.nl, www.fresq.nl, Hall 3.2, Stand D-06)
India planning to expand its presence at FRUIT LOGISTICA
"We’re here to support small and medium-sized enterprises", says A.S. Rawat, Managing Director of the Agricultural and Processed Food Products Export Development Authority (APEDA) in India’s Ministry of Commerce and Industry. Six export companies are exhibiting at the stand. According to Rawat, "The focus is on pomegranates, mangos and mango juice products. We are delighted to meet representatives from all the major companies and organisations here. We've already held a number of discussions and established good business contacts". Looking ahead, Rawat added, "We're planning to expand our presence at the next FRUIT LOGISTICA". (Hall 4.1, Stand A-11. Contact: A.S. Rawat, e-mail: gmffv@apeda.com)
Argentinean blueberries capture the market
Argentina's 407 square-metre stand is the largest in the Latin American contingent at this year's trade exhibition. "We generated USD 50 million in business at FRUIT LOGISTICA last year. And we are confident that will do even better in 2007", reports Javier Dufourquet, Manager in charge of trade promotion at Fundacin Exportar, an Argentinean export promotion organisation. 30 exhibitors at this year's trade event are sponsored by the organisation and another six are present with independent display stands. Along with the standard export products including apples, citrus fruit and pears – for which Argentina is the world market leader –, exporters are now focusing more on the blueberry trade. The fact that this type of fruit is rarely consumed in Argentina results in a major advantage for U.S. and European markets: Argentinean blueberries are harvested from November to December, when it's wintertime in the northern hemisphere. Fruit exported from Chile to Europe is primarily sold on markets in the Netherlands, Germany and England. Russia is another market that is rapidly gaining importance for South American exports. According to Dufourquet, "FRUIT LOGISTICA offers us excellent opportunities to strengthen our existing trade relations. Another advantage is that the exhibition takes place at the beginning of our business year". (Hall 25, Stand A-08 and A-09. Contact: Javier Dufourquet, phone: +49.163.3366695)
Russian importers focus on FRUIT LOGISTICA
Russian fruit and vegetable importers are taking greater advantage of the opportunity to meet with their business associates and establish new contacts at FRUIT LOGISTICA. The Akhmed Fruit Company based in St. Petersburg is here for the second time with a spacious display stand. The Globus Group, the largest fruit trading company in the Moscow area, is also represented this year. "We are always looking for new partners to build productive, long-term, business relationships", says a company representative. (Hall 5.1, Stand A-02. Contact: Lena Borisova, phone: +7.495.980-5280).
Peru planning to strengthen ties with Eastern Europe
Last year, Peru exported 143,000 tonnes of asparagus worth USD 301 million fob (free on board). This represented an increase of 11% over 2005 for the number one asparagus exporter. Three quarters of Peruvian asparagus exports are shipped to U.S. markets. Europe is the destination for more than 40% of the country's exports and a key trading partner for the fresh produce industry. Top-selling products include mangos, avocados, citrus fruits and table grapes. "We do business directly in Berlin. This saves our companies time and money. The trade fair dates are ideal because they coincide with our campaign launch", says Beatriz Tubino, Managing Director of the Peruvian Asparagus and Vegetable institute. She adds that year-round availability, EurepGAP and HACCP certification, transparency and food safety are the key success factors for Peru. Sandro Farfn Padilla, Managing Director of AGAP (Association of Peruvian Producers and Agroexporter's Guilds), is delighted by the keen interest shown by Eastern European countries. "We are already planning to increase the size of our display at FRUIT LOGISTICA next year", he says. AGAP represents ten export associations. (Hall 25, Stand A-12. Contact: Sandro Farfn Padilla, phone: +51.1.4226538)
SIPPO stand attracts trade visitors
Appearing this year for the seventh time at FRUIT LOGISTICA, SIPPO is a Swiss import promotion programme for developing and transition countries. According to Project Manager Oliver Stern, 12 selected companies from Bangladesh, Ecuador, Ghana, Macedonia, Palestine, Serbia and Vietnam are exhibiting their specialised products at the joint exhibition stand. Examples include dragon fruit and rambutan from Vietnam, fresh, dried and marinated wild mushrooms from Serbia, peaches, sweet pepper and dates from Palestine, pineapples from Ghana and Ecuador, and broccoli, beans, chilli and papaya from Bangladesh. Six companies from Macedonia are presenting a wide range of low-priced products ranging from cucumbers and tomatoes to mushrooms and sweet peppers, a Macedonian specialty. Some of these companies are already EurepGAP certified, while others are currently preparing for certification. Stern said he is delighted to see so many trade visitors at the stand. The project manager mentioned that the 12 companies received orders valued at EUR 300,000 on the first day of the trade fair. (Hall 4.1, Stand B-07. Contact: Oliver Stern, phone: +41.44.3655442)
Padua invites you to the old Caff Pedrocchi
The wholesale market of the Italian city of Padua, which handles exports to Austria and eastern Europe, is welcoming visitors to FRUIT LOGISTICA in a historic setting. An almost full-size replica of the Caff Pedrocchi, originating from 1831, has been built in Hall 2.2. "Last year, together with our wholesalers, we tried out other trade fairs in a large number of countries, and didn’t find anything matching this in importance," MD Dott. Francesco Cera says. "That’s why we decided to focus all our efforts on FRUIT LOGISTICA and have this stand built. In Italy, this is where people meet – offices are deserted. We meet buyers from Poland, Russia, the Baltic Republics, Ukraine and the rest of eastern Europe in cafes like this one." (Hall 2.2, Stand C-07. Contact: Francesco Cera, phone: +39.04.98692111)
Europe-wide interest in STECO
"FRUIT LOGISTICA has gone very well for us", says Klaus Linck, Sales Manager Germany for STECO Deutschland Plastic Logistic Systems GmbH. "Because we have operations throughout Europe, it is really satisfying to have had visitors from all over the European region. There was very heavy demand from Italy, and also from eastern European countries, including Hungary, Slovakia and the Czech Republic." STECO has a 300-strong workforce, employed in seven branches spread across Europe, enjoys cooperative relationships with 40 trading chains and turns over more than 80 million items annually, we are informed at the trade fair stand. Last year, the company specializing in reusable packaging further expanded its market share in southern Europe, particularly in Italy and Spain. In addition, STECO widened its range of large packaging products – primarily by the addition of collapsible boxes with base sizes of 40 cm by 60 cm and 60 cm by 80 cm, in various heights, for fast-moving or volume articles. (Hall 3.1, Stand C-19. Contact: Klaus Linck, phone: +49.160.8237767)
Hazera Genetics supplies seeds for tomorrow's vegetables
Seed supplier Hazera Genetics Lifestyle Ltd. is a newcomer at FRUIT LOGISTICA this year. According to Eran Shafrir, Head of Marketing and Product Development, the company is presenting the products consumers will be eating 5 years from now. "Products should be full of flavour, healthy and convenient". The full-flavour category includes tomato seeds for cocktail and plum tomatoes, mini San Marzano tomatoes and extra-sweet yellow cherry tomatoes. Seeds for "health" products are presented under the Hazera Genetics Vitalis trademark. This range includes tomatoes containing twice as much of the antioxidant lycopene as conventional tomatoes. The company also supplies seeds for small peppers with 2-3 times more vitamins A, C and E than other commercial varieties. In the convenience category, the company supplies mini cucumbers, peppers and watermelons. These snack products are also easy to transport. "Supplying seeds for healthy gourmet products to upmarket customers is one of our goals", says Mr. Shafrir. (Hall 6.2, Stand B-08, phone: +972.8.8509930)
Eleven Lake Constance tomato varieties in a single tray
Reichenau Gemse eG grows eleven different tomato varieties on Reichenau Island in Lake Constance and sells them in a tray as a healthy alternative to sugary snacks. The "Reichenau Tomato Varieties" are competing with nine other products for the FRUIT LOGISTICA Innovation Award 2007. Differing in taste, colour, shape and size, the products show consumers just how diverse the world of tomatoes can be. "The ’Reichenauer Inselperle’, for instance, is a sweet variety with 6-7 degrees Brix", says Managing Director Johannes Bliestle. The product range includes plum tomatoes and small to mid-sized cocktail tomatoes along with green & red striped tiger tomatoes. "We are focusing on children as a target group who will regard the colourful tomatoes in attractive packaging as an alternative to conventional snacks". (Hall 2.1, Stand C-15. Contact: Johannes Bliestle, phone: +49.160.97262608)
Strawberry-shaped tomatoes to capture the European market
Introduced to the market last year in Japan, the Tomatoberry has become a bestseller at Mitsukoshi and other premium department stores. This is despite the fact that a 200-gram bag costs JPY 680 (approx. EUR 4.30), three times as much as conventional cherry tomatoes. The internationally trademarked Tomatoberry tomatoes are exceptionally sweet cocktail tomatoes shaped like strawberries. "The shape motivates consumers to try the Tomatoberry product, and the taste brings them back for more", says product innovator Ike Tokita, President of Tokita Seed, a time-honoured company that is exhibiting in Berlin for the first time. For Tokita, FRUIT LOGISTICA serves as a launching pad for capturing the European market and attracting new growers. "This trade fair is good for our company because it gives us a chance to meet potential partners from many different countries", he says. The first test crops are already growing in France, the UK and Spain. German and Dutch companies have also expressed interest in the new product on display at the Tokita stand. (Hall 4.1, Stand A-03. Contact: Ike Tokita, phone: +81.48.6867235, e-mail: ike@tokitaseed.co.jp)
Flowers to tempt the palate: violets and primulas for gourmet restaurants
Flowers are not just a joy on the eyes, but also on the palate. John van Laethem of Brussels says: "Nasturtiums are tasty, but we find that demand for violets is much greater." His company sells around 400,000 flowers for culinary use every year. The flowers, including marigolds, snapdragons and busy lizzies, are delivered to gourmet restaurant suppliers in units of 2 g to 15 g per variety. In addition to culinary flowers, Van Laethem’s, core business is in standard herbs and speciality herbs, such as monarda (horse mint) or curry plant. The Belgian company has an annual volume turnover of 475,000 kg herbs. The head of the company, John van Laethem sources the bulk of his culinary herbs from Israel, Columbia, Morocco, Kenya and South Africa, while the speciality herbs are mostly grown in Belgium. (Hall 5.1, Stand B-13. Contact: John van Laethem, phone: +32.475285265)
Ecuador unveils a new umbrella export brand
14 companies on a 300 square-metre stand, built around a "Business-Forum" with numerous conference rooms: the Ecuadorian fruit and vegetable industry is ideally prepared to make business contacts. "We are extremely pleased with the response to the trade fair", said Pilar Neira, Marketing Manager of CORPEI, the private-sector foreign-trade organization, which is funding the activities of 50 Ecuadorian exporting companies to the tune of 1 billion US Dollars in 2006/2007. The Ecuadorian fruit and vegetable industry is using FRUIT LOGISTICA to launch its new umbrella brand: "Ecuador- Calidad de Origen" ("Ecuador – natural quality"). It will now be possible to identify all export products from the yellow, red and blue quality seal. Bananas continue to be the most important product from the Ecuadorian fruit and vegetable industry – three of every ten bananas eaten anywhere in the world originate from this South American country. Last year, the number one banana exporter generated USD 1.2 billion sales from the yellow fruit. Germany alone imports 500,000 tonnes of bananas, worth more than USD 100 million, every year. There is also an ever growing demand for exotic fruit, including mangos and maracujas, pineapples and papayas. "A second, very clear trend, that we have noticed at the trade fair, is demand for organic products", CORPEI employee Jos Antonio Camposano says. The major countries wanting bananas with an ecological seal are the EU, USA and Japan. Previously, only 27,500 hectares of Ecuadorian agricultural land were farmed organically, but the huge demand is promoting rapid growth in this area. (Hall 25, Stand A-02. Contact: Pilar Neira, phone: +49.6103.8335660)
Cypriot spring potatoes popular in Germany
"Germany is becoming more important as a trading partner for Cyprus. The foreign trade balance with Germany is in the positive zone for the first time," reports Loucas E. Symeonides, Managing Director of the Cypriot Embassy’s trade section. Speaking at FRUIT LOGISTICA, he explained that Germans are particularly fond of spring potatoes from Cyprus. "The largest share of the harvest, 22%, is exported to Germany from March to July", Symeonides adds. Export figures for potatoes have shown little fluctuation. The same goes for the revenue generated with citrus fruit exports to Germany in 2006, which totalled EUR 10 million last year. "We are planning to improve our market position for premium products over the coming years", Symeonides says. These include the citrus fruits, potatoes, herbs and spices presented at the trade show by the 13 key Cypriot fruit and vegetable exporters. (Hall 4.1, Stand B-04. Contact: Loucas Symeonides, phone: +49.30.284596)
The "new" Netherlands at FRUIT LOGISTICA
A new energy-saving cultivation system and innovative approaches to traceability are being presented at FRUIT LOGISTICA by Frugi Venta, a marketing association for Dutch fruit and vegetable growers. The new developments are being presented at the trade exhibition by Frugi Venta Managing Director Willem Baljeu. The association's members generate 80% of the revenues in the Dutch fruit and vegetable industry. New technologies include a fully enclosed hothouse that reduces the amount of natural gas required for heating by 35%. "The hothouse acts as an oversized solar panel", say Baljeu. "A unique feature is the giant geothermal storage unit. In summer, it pumps cold, 12° C water from the ground and uses heat exchangers to cool the air in the building. In winter, the warm water from the storage unit is used to heat the hothouse". The "Frug I Com" system helps ensure fruit and vegetables are supplied fresh to consumers. The system transforms standard electronic documents into barcodes so that shipping data can be exchanged along the various stages of the supply chain. This is a clear benefit to German consumers: 25% of all Dutch fruit and vegetable products are exported to Germany, this includes nearly half of all Dutch tomatoes (608,000 tonnes). (Hall 3.2, Stand C-09. Contact: Willem Baljeu, phone +31.70.3355010)
Plaform – An advanced packaging system
The nearly 200 companies in the Association of Spanish Manufacturers of Corrugated Cardboard (AFCO) account for more than 93% of the corrugated cardboard produced in Spain. AFCO thus ranks in the number 5 position in Europe. 15 AFCO companies are currently licensed to manufacture PLAFORM packaging. Plaform is an integrated packaging system for fruit and vegetables. The corrugated cardboard packaging and meets all environmental and logistics requirements across the entire supply chain. This advanced system is backed by more than 25 years of technological expertise and a total production volume of over 4.6 billion cartons. Key benefits of Plaform packaging include optimal ventilation and cooling options for transporting perishable products. Plaform packaging is compatible with other systems in accordance with CF1-CF2 standards and the cartons can be adapted to virtually all products. (Hall 1.1, Stand C-15, phone: +34.91.5711702)
New convenience products from Thailand
The Thai River Kwai International Food Industry Company has been a regular at FRUIT LOGISTICA for the past eight years. This year, along with a variety of vegetables ranging from maize and asparagus, to ginger and sweet onions, the company is presenting a selection of exotic fruits including rambutans, guavas and mangosteens. The product range has now been expanded to include convenience products including pre-packed vegetables and ready-to-cook vegetable and spice mixes for a variety of Asian dishes. (Hall 3.1, Stand D-23. Contact: Orakamol Athatamsuntorn)
Fruit la carte from Extremadura
The trade show presence sponsored by Extremadura, a traditional stone- and pip fruit growing region in south-west Spain, was not only larger at this year's FRUIT LOGISTICA, it was also more individualised. For instance, the Viveros Provedo company, a newcomer this year, offers fruit varieties that are specially developed to meet customer preferences. From sweet nectarines and crispy peaches, to round plums – customers can pick and choose. Established in 1926, the company focuses on conventional breeding methods exclusively. In cooperation with Rocafort, another exhibition newcomer, Viveros Provedo is working to improve the shelf life of peaches and plums. "We launched our new products just last month", says Sales Representative Pedro Muoz from the Rocafort Group, a FRUIT LOGISTICA exhibitor that specialises in convenience fruits. Cut into bite-size pieces, the packaged exotic fruits have a 7-day shelf life. "Twelve different varieties will be offered to better serve export markets", Muoz explained. He added that the company's daily fruit processing capacity is 60,000 kg. The most important markets are in Spain and France. The Extremadura stand with 19 exhibitors was also visited by a number of Spanish companies. Last year, the region produced 250 million tonnes of stone- and pip fruit. Some 92 million tonnes were exported from January to November. According to Marisol Hurtado from the regional export promotion board, "Many companies never find the time to meet in Spain. FRUIT LOGISTICA is an ideal place to get together, because the entire fruit and vegetable industry present at the exhibition". (Hall 1.1, Stand C-04 to C-14 and D-05 to D-09. Contact: Marisol Hurtado, phone: +49.211.8903236)
South Africa: Record-breaking grape harvest
The South African table grape harvest 2007 appears to have bounced back to the record level of 2004. "Our growers produced 54 million crates that year. In 2007, we could easily reach the 51 million mark", says Stuart Symington, CEO of the Fresh Produce Exporters’ Forum (FPEF). The grapes are popular in Europe where 80% of the total harvest is sold. The trend toward seedless fruit continues and producers are reacting accordingly: "For several years, we have been producing several varieties of seedless table grapes along with seedless Eureka lemons and Midnight Beauty seedless tangerines", Symington explains. "The failure of orange crops in California is a benefit for South African orange grower", says Justin Chadwick, CEO of the Citrus Growers’ Association. South Africa does not export fruit to California because harvests from Egypt, Morocco, Spain and Turkey satisfy the demand there. "At the same time, warehouses in Europe are becoming empty and this is a good opportunity for us", explains Chadwick. (Hall 4.2, Stand A-10. Contact: Justin Chadwick, phone: +27.31.7652514)
Mali seeks mango importers
After sending a delegation to FRUIT LOGISTICA 2006, Mali is back this year as an exhibitor for the first time with its own stand. Six export companies are presenting fresh produce from the West African country. Although only 2% of the land in Mali is used for agricultural purposes, 80% of the population depend on farming as a livelihood. Along with watermelons, honeydew melons, green beans, aubergine and okra, Mali exporters are promoting the country's mangos. "Only one of our mango export companies is currently EurepGAP certified, but this number will soon increase to five", says Karim Togola, Director of the Economic Development Department in the Mali Ministry of Commerce. Togola is promoting the floral aroma of Amlie mangos and the plum-like flavour of the Kett variety. Kent, Valencia, Aden, Palmer, Smid and Irwin varieties are distributed by the Ets Yaffa et Frres company based in Mali’s capital, Bamako. According to Togola, "Our mangos are organically grown". France, Belgium and Holland are currently among the top customers for Mali’s mango export companies, which sell 4,000 to 4,500 tons of exotic fruit each year. (Hall 4.2, Stand E-10. Contact: Karim Togola, phone +223.221.3207)
Turkey: Capturing the Russian market with sweet oranges
Spanish growers have traditionally dominated the citrus market in Western Europe. "Turkish oranges also offer extremely high quality. But until now, we have primarily focused on markets in Arab countries, and more recently on the market in Russia", says General Manager Basaran ner from the ner Sirketler Grubu company based in Mersin, Turkey. His family has been involved in fruit production and marketing since 1962. The family-owned business grows citrus fruit on 350 hectares of land. Napolon cherries are cultivated on an additional 50 hectares of land. The company produced and marketed 15,000 tonnes of citrus fruit last year. (Hall 3.1, Stand D-06. Contact: Basaran ner, phone: +90.3242325260)
Poland: A major fruit producer
Some 40 exhibitors from Poland are presenting their products at FRUIT LOGISTICA 2007. The joint stand in Hall 6.2 is organised by Towarzystwo Rozwoju Sadw Karlowych based in Lublin. Visitors to the stand are also given information on Polish fruit and vegetable cultivation. With a total of 2.1 to 2.5 million tonnes, apples account for the largest share of Poland's annual fruit production. This is followed by strawberries (150,000 to 200,000 t), sour cherries (140,000 to 200,000 t) and currants (150,000 to 190,000 t). Key field-grown vegetables include cabbage with an annual volume of 1.2 to 1.3 million tonnes, carrots (700,000 to 900,000 t) and onions (590,000 to 865,000 t). In contrast to other European countries with developed fruit cultivation, around 50 to 60 percent of apples from Poland are processed into concentrate. Some 70-80% of soft fruit including sour cherries, strawberries, raspberries and currants are processed into concentrate and frozen fruits. Exports play a major role in Poland. From 2002 to 2006, fresh fruit exports totalled 450,000 to 460,000 tonnes a year, fresh vegetables accounted for 370,000 to 460,000 tonnes and fresh mushrooms for 65 to 95 tonnes. (Hall 6.2, Stand A-03. Contact: Professor Eberhard Makosz, phone: +48.81.5338246)
Suisse Garantie – the Swiss mark of origin
Swiss producers have been integrated into a comprehensive quality assurance and control system for three years now. Suisse Garantie identifies Switzerland as the country of origin. It also sets clear standards for production, marketing and processing, and guarantees a seamless, independent control and certification system. Suisse Garantie stands for ecologically compatible production without genetic manipulation. For consumers, it guarantees the origin and safety of labelled products. As a means of further strengthening customer confidence, producers and distributors integrated SwissGAP in mid-2006. This adapts international EurepGAP production standards to conditions in Switzerland. (Hall 2.1, Stand D-15. Contact: Marc Wermelinger, phone: +41.31.3807575)
Selling more flowers in supermarkets
Each year, product group managers from across Europe come to the Flower Council of Holland display stand to learn how to market flowers more effectively. "Food retailers understand that they need specialised concepts and attractive displays", says Rokus Hassefras, Area Manager for Flower Council operations in Germany, Austria, Switzerland and the USA. The export organisation supports ornamental plant growers and wholesalers. Its members include some 1,300 Dutch flower companies. According to Hassefras, there is a need for action – especially among food retailers in Germany. "Flowers are regarded as a relatively minor article in Germany. Florists focus on a clearly-defined market segment". The situation is different in the UK where there are fewer florists and flowers are commonly presented on prominently positioned displays or at checkout stands. In other words, there's a lot to be learned from Britain. Shell oil is another good example. All stations now have flower displays developed in cooperation with the company Intergreen B.V. (Hall 3.2, Stand B-09. Contact: Rokus Hassefras, phone: +31.15659565)
Practical tips of the trade from Dole Fresh Fruit
"Put life into your POS!" With this slogan, Dole Fresh Fruit is offering interested traders some useful tips for increasing customer satisfaction and boosting turnover. These include eye-catching presentation of products, since the maxim, that it is impulse purchases that largely determine turnover and profit, applies even to fruit and vegetables. Attractive presentation of products increases spontaneous purchases. The exhibitor supplies the appropriate displays to facilitate this. Another key factor is attentive staff, always ensuring that the greengrocery department is kept scrupulously clean. This is a way of gaining repeat business and attracting regular customers. In terms of range policy, Dole Fresh Fruit advises retailers to pay greater attention to seasonal products, such as grapes and mushrooms, alongside the all-year-round favourites, like bananas and pineapples. Appealing presentation should also be backed by informational displays and food tasting offers. Higher prices can be achieved by added-value campaigns and the provision of additional information, including tips and recipe suggestions. Clear structuring is also important. Easy-to-understand shelf labels and signs, and also colour coding, help customers find their way around and make informed choices. (Hall 1.2, Stand A-01, phone +49.40.329060)
360 Quality Code – Safe sea transport from fruit warehouse to destination port
Transporting fruit, safely and quickly around the world is his business. Mukul Ghildiyal, Vice President of Cargo Care & Port Services, expresses the policy of the Stockholm-based maritime transport company succinctly: "We do not accept any damaged packed goods, and we do not deliver any damaged goods." To ensure that this actually works, six major shipping companies have collaborated to produce a quality standard for safe sea transport. The 360 Quality Code subjects the transport operators to a stringent monitoring process, from reception of the goods from the fruit warehouse at the cargo terminal to their arrival in the destination port. Between these two points, independent companies check the quality of the packaging. Damaged pallets are sent for repair or are rejected. "Only by applying this rigorous quality code are we able to prevent damage to and contamination of the cargo." The evident success bears him out: Around the world, 17 fruit terminals and more than 300 cargo vessels operate the 360 Quality Code. On their 3,000 voyages, the ships annually transport more than 12 million tonnes of cargo. (Hall 25, Stand A-17. Contact: Mukul Ghildiyal, phone: +46.705539275)
Over 400 million rotations in the Euro Pool System
The Euro Pool System, a packaging services provider, set a new record in 2006 with over 400 million rotations. According to information from the company, this increase in the number of rotations was a direct result of the environment-friendly product range presented this year at FRUIT LOGISTICA. Euro Pool is demonstrating that its reusable packaging is not only ideal for fresh produce, it is also suitable for use with many other fresh foods. Arie de Bruijn, CEO of Euro Pool System International, explains: "What we primarily want to show at FRUIT LOGISTICA is how important and successful standardised returnable packaging is for all types of fresh products. A joint chain integration project with Carrefour Belgium has led this retail company to deploy our folding crates for its entire range of fresh products in 2007. Standardisation leads to significant savings across the entire supply chain. It’s no coincidence that our new environment-friendly products have been successfully integrated in Germany and other European countries." (Hall 2.1, Stand B-14. Contact: Stella Mets, phone: +31.70.3014141)
El Ejido focuses on health
This year's exhibition stand sponsored by the El Ejido region in the southern Spanish province of Almera focuses exclusively on "Quality, Health and Environmental Protection". A chemical analysis laboratory set up by the community in 1993 enables local growers and enterprises to have their food products checked for residues. In an effort to reduce CO2 levels in the atmosphere, most of the residues from plant production are composted or used for animal feed. There's always plenty of surplus material in El Ejido: Growers in the region annually produce more than 1.2 million tonnes of fruit and vegetables on 14,000 hectares of land. Key products include sweet peppers (270,000 t), tomatoes (173,000 t), cucumbers (144,000 t) and watermelons (108,000 t). Two-thirds of the annual harvest is exported. According to Jorge Viseras, Commissioner of Agriculture and Environmental Protection for the El Ejido Municipality, "Accounting for 60% of total agricultural production in the region, 17 of the top companies have joined forces to present their products for the first time at FRUIT LOGISTICA under the Ejido brand name. This meets the demands of major chain stores for standardised, high-quality products". Along with potential European customers, buyers from U.S. supermarket chains at this year's trade exhibition showed a keen interest in fresh produce from southern Spain. (Hall 3.1, Stand A-26. Contact: Jorge Viseras, phone: +34.699460151)
Czech Republic: Powerful presence at FRUIT LOGISTICA
Five fresh produce suppliers, exporters and packing/sorting machine manufacturers from the Czech Republic presented their products and services at FRUIT LOGISTICA this year. The country's fruit and vegetable imports are handled by Cerozfrucht GmbH, a company with branch offices in Slovakia, Poland and Spain. Cerozfrucht has established firm relations with the country's top fruit and vegetable growers and provides distribution services in the Czech Republic and other countries. Since the Czech Republic joined the EU in May 2004, the average monthly income of Czech farmers has increased by EUR 108. Around 4% of the country's workers are employed in the agricultural industry. (Hall 5.2, Stand D-06. Contact: Cerozfrucht GmbH, phone: +420.283001111)
Japanese taste-test European apples
The exhibition stand sponsored by Japan's Aomori region in Hall 4.1 presents standard European-style apples along with giant Japanese varieties that weigh up to 650 grams – nearly three times more than the European apples. Fairgoers are invited to taste-test the fruit. A questionnaire developed in cooperation with a local public university is handed out so that FRUIT LOGISTICA can share their impressions of the different apple varieties. The stand features an assortment of decorative apples with yellow insignias or monograms on the red peel. Germany's national eagle is featured as a symbol on apples presented at the Aomori stand in Berlin. Akira Shioya, Deputy Advisor for Marketing Strategy at the Aomori Department of Agriculture, Forestry and Fishing, explains: one month before the harvest, pieces of black foil are attached to the fruit to block out the sunlight and leave a yellow mark. (Hall 4.1, Stand C-06)
Melons in winter thanks to Jordanian growers
Charentais melons are among the most popular export products from Jordan. In summer, this fruit is grown in France and exported all over the world. "But in December, January and February, we export sugar melons from the Jordan Valley to France and other parts of Europe", says Yahia Abu Dian from the Melon Producers & Exporters Association. Another FRUIT LOGISTICA exhibitor is the Jordan Enterprise Development Corporation. This company supports foreign growers and helps them market their products. For example, Jordan Enterprise Development is presenting five agricultural companies that grow strawberries, pumpkins, cucumbers and dates in the fertile Jordan Valley. The full range of fruit and vegetables can be planted, harvested and shipped year-round from Jordan. (Hall 6.2, Stand C-02. Contact: Yahia Abu Dian, phone: +962.64615879)
Canada: Fruit and vegetables for health-conscious consumers
"We are always looking for new fruit and vegetable importers", exclaims Ron Lemaire, Vice-President of the Association of the Canadian Produce Marketing Association (CPMA) based in Ottawa. Around 75% of the fruit and vegetables consumed in Canada are imported. And per capita consumption continues to rise. In Canada, the campaign motto "5 a day" is a goal which has long since been surpassed. Now it is being replaced with the new "5 to 10 a day" slogan. Canadians are extremely health consciousness and a change in the population has led to increased consumption of fruit and vegetables. Canada has been experiencing an influx of new citizens from Asia and Africa for many years. These consumers typically eat large amounts of fruit and vegetables. Along with new importers, the CPMA is also on the lookout for business partners for its growers who produce top-quality cherries, apples and blueberries. (Hall 25, Stand A-13. Contact: Ron Lemaire, phone: +01.613.226-4187)
Sudan debuts at FRUIT LOGISTICA
Appearance matters when it comes to good food, and the Sudan exhibit at FRUIT LOGISTICA exemplifies this concept perfectly. The huge North African country is impressively represented for the first time at this year's trade exhibition in Berlin. Even for fruit and vegetable industry insiders, the diversity offered by the Sudanese market is simply amazing. The opulent displays featuring grapefruit, papaya, peppers, melons, dates and okra are a major attraction for FRUIT LOGISTICA visitors.
Pakistan: Kinnow tangerines headed for German food stores
Exhibitors from Pakistan are at FRUIT LOGISTICA this year to market more tangerines and mangos in Europe. "We want to convince German consumers of the quality of our tangerines", says Viqar Mahmood Khilji, Counsellor for Commerce and Trade for the Islamic Republic of Pakistan. Although the country produces around 8% of the world's citrus fruit, it only exports 0.5% of its total production volume. Tangerine exports from Pakistan generate USD 40 million of the annual total of USD 140 million for fruit and vegetable exports. "The British market is highly satisfied with Kinnow tangerines – primarily because this fruit is harvested and shipped from December to February", reports Khilji. The country's citrus fruit is also exported to the Middle East and increasingly to Eastern Europe. Counsellor Khilji is currently planning new promotional activities in Berlin and will be discussing this with the Chairman of the Pakistani Horticulture Development and Export Board at FRUIT LOGISTICA. (Hall 6.2, Stand C-02. Contact: Viqar Mahmood Khilji, phone: +49.30.212440)
Sri Lanka: King-Coconut ready for export to Europe
Expolanka, Sri Lanka’s leading coconut exporter, ships up to 2.5 million coconuts per month. The company is exhibiting for the first time at FRUIT LOGISTICA with a variety of new products. The shelf-life of King coconuts – with sweet milk that is sipped from the shell in the tropics as a popular refreshment – has been increased to four weeks. This makes it possible to export the products to Europe. Other product innovations include deep-frozen chunks of coconut, pineapple, jackfruit and tapioca, as well as dried slices of organically grown pineapple, banana, papaya and mango. These products have already attracted the attention of buyers from France, Great Britain and the USA. Other products on display range from colcavia, banana blossoms and other exotic vegetables, to bitter melon, which is recommended for lowering blood sugar levels." Our Italian customers suggested we participate in FRUIT LOGISTICA, and we see major potential here for our company", says Business Development Manager Imdadh Marikar. (Hall 4.1, Stand A-14. Contact: Imdadh Marikar, mobile phone: +94.77.7530060)
Rocha pears – A sweet secret from western Portugal
Pera Rocha do Oeste pears are sweet and juicy with excellent storage characteristics. The pears grown in western Portugal labelled with the EU seal of origin are mainly sold to foreign buyers for markets in England, Brazil, Russia, France and Ireland. But with 70% turnover on the domestic market, they are the best-kept secret in Portugal – although they are well suited for export. The fruit is resistant to bruising, can be easily transported and stays fresh for at least a week on POS shelves. "We are planning to increase our sales in Germany", says Patricia Vaz from the Rocha Pear Growers' Association in Portugal. The pears are not only ideal for consumption as fresh fruit, they are also well-suited for gourmet cooking. Thanks to modern storage technologies, the pears are available in retail outlets from August to April. In 2006, more than 4,000 pear growers produced 160,000 tonnes of the fruit. (Hall 1.2, Stand E-15. Contact: Patrcia Vaz, phone: +35.1916781011)
Chingford Fruit Limited: Focus on customer relationship management
Chingford Fruit Limited based in Crayford, England, has been working in close cooperation with Sainsbury’s, the country's second-largest supermarket chain, for the past 40 years. Supported by a worldwide network of more than 2,000 fruit growers, Chingford primarily supplies Sainsbury’s with organically-grown products. For Sainsbury’s tropical fruit buyer Nick Kendall, FRUIT LOGISTICA is an ideal place to maintain personal contact with marketing agencies from all over the world. (Hall 3.1, Stand B-24. Contact: Nick Kendall, phone: +49.7775804452)
Maersk Line offers new transatlantic services
The Danish Maersk shipping company is introducing a series of new products to customers at FRUIT LOGISTICA this year. An extra service was added to the Paranagua Express between Europe and the east coast of South America. This line departs from Algericas (Spain) en route to Vitoria (Brazil) and returns via Montevideo (Uruguay), Paranagua and Santos (Brazil), Rotterdam and Antwerp. The Central America and Caribbean Express (CRX) launched in January sails weekly from Southampton to Zeebrugge, Rotterdam, Algeciras, San Juan (Puerto Rico), Rio Haina (Dominican Republic), Kingston (Jamaica), Moin (Costa Rica), Manzanillo (Panama) and back to Southampton. (Hall 6.2, Stand A-01. Contact: Maersk Line Communications, phone: +45.3363 5513)
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