chilean kiwi committee [email protected]
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CHILEAN KIWI AND INTERNATIONAL MARKETS. CHILEAN KIWI COMMITTEE [email protected]. I. GENERAL INFORMATION. CHILE. LOCATION: SOUTH AMERICA CAPITAL: SANTIAGO OFFICIAL LANGUAGE: SPANISH CURRENCY: CHILEAN PESO POPULATION: 16.763.470 VS FRANCE 65.073.482 - PowerPoint PPT PresentationTRANSCRIPT
CHILEAN KIWI COMMITTEE
CHILEAN KIWI AND INTERNATIONAL MARKETS
I. GENERAL INFORMATION
CHILE
• LOCATION: SOUTH AMERICA
• CAPITAL: SANTIAGO
• OFFICIAL LANGUAGE: SPANISH
• CURRENCY: CHILEAN PESO
• POPULATION: 16.763.470 VS FRANCE 65.073.482
• AREA: 756,950 KM2 VS FRANCE 547,030 KM2
• GDP PER CAPITA: USD$14.000 VS FRANCE USD$32,600
GENERAL INFORMATION OF THE INDUSTRY
• OVER 7.800 FRUIT GROWERS (OVER 5 HA)
• 600 KIWI GROWERS*
• 518 EXPORTING COMPANIES
• 154 KIWI EXPORT COMPANIES
• OVER 1.300 IMPORTERS AROUND THE GLOBE
•640 KIWI IMPORTERS
•65% OF TOTAL PRODUCTION IS EXPORTED
• 90% OF KIWI PRODUCTION IS EXPORTED
•10% OF KIWI PRODUCTION IS DESTINED FOR DOMESTIC CONSUMPTION, WASTAGE AND JUICE PRODUCTION.
• MORE THAN 100 COUNTRIES IN THE WORLD IMPORT CHILEAN FRESH FRUIT
•62 COUNTRIES IMPORT FRESH CHILEAN KIWI
AÑOMILLIONES US$ FOB
TONELADAS (000)
1970 15 S/I1975 39 S/I1980 168 2611985 356 5331990 747 1,0401995 1,162 1,3101996 1,346 1,4391997 1,292 1,3211998 1,363 1,4691999 1,359 1,5492000 1,391 1,4002001 1,398 1,6002002 1,550 1,7522003 1,650 1,8992004 1,750 2,1072005 1,800 2,1432006 2,000 2,1822007 2,350 2,430
Source: Servicio Gubernamental de Agricultura y Ganadería (SAG) / Asoex – Datos preparados por la Asociación Chilena de Exportación (Asoex) basados en informes de inspección desarrollados por las empresas exportadoras para su presentación al SAG
*Approximation – ASOEX 2008
PLANTED HECTARES - BY REGION
Source: CIREN, Decofrut – Estimation ASOEX - 2008
7 HEC.
495 HEC. 1931
HEC.
3875
HEC.
6637
HEC.469
HEC.38 HEC.
38 HEC.
•THE CHILEAN EXPORTERS ASSOCIATION TOGETHER WITH THE FEDERATION OF FRUIT GROWERS OF CHILE, HAVE FORMED THE CHILEAN KIWIFRUIT COMMITTEE.
•REPRESENT 85% OF THE COUNTRY´S TOTAL KIWI EXPORTS TO THE WORLD.
•MAIN OBJECTIVES:
- IMPROVE PRODUCT QUALITY AND CONDITION THROUGH ENVIRONMENTALLY FRIENDLY AND SOCIALLY RESPONSIBLE WORK PRACTICES.
- IMPROVE PRODUCT CONSISTENCY AND HOMOGENITY.
- IMPROVE THE PERCEPTION OF CHILEAN KIWIFRUIT AND GENERATE PRODUCT IDENTITY
- ENSURE THE END CONSUMER A GREAT EATING EXPERIENCE.
•STRATEGIC AIMS FOCUSING ON KEY DEVELOPMENT AREAS:
- PRODUCTION
- QUALITY AND POST HARVEST METHODS
- MARKETING AND COMMERCIALIZATION
CHILEAN KIWIFRUIT COMMITTEE
•KEY ACHIEVEMENTS TO DATE:
•MATURITY ASSURANCE PROGRAM:
- IMPLEMENTED UNDER THE OBJECTIVE OF DEFINING MINIMUM MATURITY STANDARDS FOR HARVESTING.
•PROGRAMS CURRENTLY BEING IMPLEMENTED:
- DIAGNOSIS OF MAIN PROBLEMS AND NEEDS OF THE SECTOR.
- DEFINITION OF RESEARCH AND INNOVATION PROGRAMS.
- DEVELOPMENT OF TECHNICAL MANUALS AND GOOD PRODUCTION AND CONSERVATION PRACTICES
- TRAINING AND EDUCATIONAL GROWER PROGRAMS
- QUALITY ASSURANCE PROGRAMS
- MARKETING AND PROMOTIONAL STRATEGIES IN KEY INTERNATIONAL MARKETS
CHILEAN KIWIFRUIT COMMITTEE
BOARD OF DIRECTORS
EXECUTIVE COMMITTEE
GENERAL COORDINATOR
MARKETING AND PROMOTION COMMISSION
QUALITY AND POST HARVEST COMMISSION
PRODUCTION COMMISSION
ADVISORS
Source: Chilean Kiwifruit Committee
II. HISTORICAL TRENDS
CHILEAN RANKING AS KIWI GROWER
RANKING COUNTRYPRODUCTION
(TONS)1 ITALY 425.000 2 CHINA 403.333 3 NEW ZEALAND 337.667
4 CHILE 159.333 5 FRANCE 77.779 6 GREECE 65.833 7 JAPAN 38.000 8 IRAN 28.333 9 USA 26.399 10 SPAIN 12.360
Top 5% Concentration 87%Top 10% Concentration 98%
World Total 1.608.521 Source: World Kiwi Report 2007
Consider by Year Calendar 2006
• CHILE IS LOCATED #4 AS KIWI
GROWER AT AN INTERNATIONAL
LEVEL (2006)
• CHILE REPRESENTS 10% OF THE
WORLD’S TOTAL KIWI
PRODUCTION.
PLANTED AREA OF FRESH FRUIT
•TOTAL AREA PLANTED AND IN
PRODUCTION 261.614 HECTARES
• KIWIS REPRESENT 5% OF TOTAL
PLANTED AREA WITH 13,490
HECTARES.
•TABLE GRAPES, AVOCADOES AND
APPLES ARE THE MAIN SPECIES
PLANTED (31% SHARE)
•MAJOR GROWTH AREAS,
BLUEBERRIES, AVOCADOES, KIWIS
AND CHERRIES.Source: http://www.censoagropecuario.cl/noticias/08/6/10062008.html y ASOEX 2008
SPECIES HECTARES %TABLE GRAPES 53.050 20%APPLES 32.030 12%AVOCADOS 30.000 11%PEACHES 14.937 6%PLUMS 14.000 5%KIWIS 13.490 5%BLUEBERRIES 13.000 5%NUTS 9.360 4%CHERRIES 9.177 4%ORANGES 7.472 3%LEMONS 6.983 3%PEARS 5.910 2%NECTARINES 4.734 2%OTHERS 47.471 18%TOTAL 261.614 100%
CHILEAN KIWI PLANTED AREA AND PRODUCTION 1997-2007
Source: World Kiwfruit Review 2008
PRODUCTION (10.000 mt) AREA (1.000 ha)
Source: FAO Stats Book 2005
SPECIES S. HEMISPHERE
WORLD
KIWIS N°2 N°3
TABLE GRAPES N° 1 N° 1
PLUMS Nº 1 Nº 1
AVOCADOS Nº 1 Nº 2
RASPBERRIES N° 1 N° 3
PEACHES / NECTARINES N° 1 N° 4
APPLES N° 1 N° 5
BLUEBERRIES N° 1 Nº 5
PEARS N° 3 N° 9
POSITION OF CHILE IN FRESH FRESH FRUIT EXPORTS
EXPORTED PRODUCTS (TONES)
Source: ASOEX 2008
2005-2006 2006-2007 2007-2008 2008-2009 VAR % PAR %TABLE GRAPES 809,741 801,024 820,895 852,611 3,86 36%
RED APPLES 591,411 640,514 617,579 570,424 -7,64 24%
KIWIS 146,252 159,656 158,405 178,516 12,7 7%GREEN APPLES 124,433 133,850 133,403 118,050 -11,51 5%
PEARS 114,636 112,441 126,848 125,403 -1,14 5%
AVOCADOS 88,738 167,820 106,138 115,360 8,69 5%
PLUMS 79,939 105,181 88,709 95,948 8,16 4%
NECTARINES 44,519 55,921 60,558 57,790 -4,57 2%
PEACHES 48,698 49,606 47,357 43,642 -7,84 2%
LEMONS 30,811 44,853 43,256 30,642 -29,16 1%
CHERRIES 22,444 24,150 44,503 38,540 -91,34 0%
OTHER 91,144 111,690 115,584 156,956 35,79 7%
TOTAL 2,188,826 2,403,512 2,357,929 2,376,232 0,87 100%
SPECIESSEASONS
EXPORT EVOLUTION (TONS)
-0,07%
Source: Servicio Gubernamental de Agricultura y Ganadería (SAG) / Asoex – Datos preparados por la Asociación Chilena de Exportación (Asoex) basados en informes de inspección desarrollados por las empresas exportadoras para su presentación al SAG
Stats up to 2008-2009 season.
2,005,096 2,042,5742,243,856 2,199,524 2,198,039
133,934 146,252 159,565 158,405 178,516
0
500
1000
1500
2000
2500
2004/05 2005/06 2006/07 2007/08 2008/09
OTHER KIWI
12.7%
MARKETS– 2008 / 2009 (TONS)*
Source: Servicio Gubernamental de Agricultura y Ganadería (SAG) / Asoex – Datos preparados por la Asociación Chilena de Exportación (Asoex) basados en informes de inspección desarrollados por las empresas exportadoras para su presentación al SAG
*Figures consider exports to 24th of August 2009
FRESH FRUIT MARKETS KIWI MARKETS
THANKS