Market Entry Opportunities

Lettuces

1New Opportunities for Agriculture - Kosovo

ALBANIA

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Albania – Market Assessment• Albania imports about 60 mt/yearly, Greece and

Italy (99%), increasing trends • Largest imports are in January – April• Lettuce is imported small/mixed shipments – 1

mt • FOB prices of salads 0.3 – 0.7 EUR/kg, but on

average 0.4 EUR/kg. • Imports mainly through mixed truck loads (larger

and medium wholesalers) or small vans (smaller wholesalers).

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Albania – Market Entry Strategy• Albania lettuce market is small, but potential

exists for Kosovo exports• Cristal (Sallata Jeshile) most demanded variety• Iceberg and Rocola imported low • Small importers with minivans or mixed lodes.• FOB prices in December – April verage0.4

EUR/kg, in following months, 0.3 EUR/kg. • No specific packing requirements

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Target customers – AlbaniaLarger and medium size wholesalers (a list of potential buyers is provided).

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BOSNIA AND HERCEGOVINA

Market Assessment• BiH is a net exporter , export in 2010 411t , main

market Croatia • imports about 300 mt per year, mostly January-April• Imports are from Italy and Spain• Prices vary from €0.46 (April-May) to €1.14

(December)• Largest wholesale markets are Tuzla and Sarajevo• Imported lettuce market is driven by large supermarket

chains• Green markets are still important for domestic

producers7

Market Entry Strategy• Potential exists for Kosovo lettuce exports to BiH• “Butter” variety head lettuce is the most

preferred• Target large wholesalers in Sarajevo and Tuzla• Best prices are December – April• Italian lettuce has set the standard for packaging:

3 pieces per kg, 2 kgs per plastic box, shrink wrapped on pallet for transportation

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Target Customers1.Frutis, Sarajevo2.DA 4 Trade, Sarajevo3.Vinojug, Sarajevo4.Braca Ramic, Gradacac5.AES Trans, Gradacac

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BULGARIA

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Bulgaria – Market Assessment• Bulgaria imports 250 tons; consumption 5,500 tons• Peak months for imports are December-April;• Small number of importers;• Large producers are also importers - specialized in supplying

supermarkets• Imports of chopped lettuce in special packages • Wholesale prices in Sofia are € 0.20-0.30/head all year• Import duty tax – 12% for 01-04-2011 - 30-11-2011• Transport costs for 20t refrigerated truck: € 800-1000

Kosovo.

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CROATIA

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Market Assessment• Lettuce production well organized• imports cover 30% of

consumption(10,681t) ,from Italy, Spain, B&H • Importers from Zagreb are the key contact

points for the whole country• Largest imports are from Nov-April• Prices vary from €0.5 - €1.25/kg €Wholesale

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Market Entry Strategy• Potential exists for exports to Croatia• “Cristal” variety head lettuce is the most

preferred followed by Iceberg and Buter head salad , potential for salad greens

• Target large importers in Zagreb• Largest quantity imported in period November to

April• Lettuce from Italy and Spain is packed in plastic

crates 6 heads per crates 2 kg, on pallet shrink wrapped for transportation. Domestic producers still use wooden boxes

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Target Customers

1.Con-Sors, Zagreb2.Stjema, Zagreb3.TMR Pasko, Zagreb4.Gomolava, Zagreb5.Setovia Voce, Zagreb

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MACEDONIA

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Macedonia - Market assessment •Domestic production 150 – 200t/year; imports in 2010 were 30t, but it is increasing every year as the domestic consumption increases; •Imports are mostly iceberg and leafy type lettuce that are not produced in Macedonia; •Imports are done by small importers in mixed truck loads’•Highest price Feb-Mar and Sep – Oct price •Wholesale prices from February to October € 0.1 – 0.6/head.

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Macedonia – Market Entry strategy •Market is small and prices are low – small possibilities for penetration on Macedonian market•Test export of small quantities of “domestic types” – September-October period through Kosovo “importers” – (short term)•Future potential for mixed & chopped lettuce, nitrogen packed – (Longer term)

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MONTENEGRO

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Market Assessment• Montenegro imports relatively low quantity of lettuce

up to 60 mt/year, mostly in April- May, slight increase in August

• Their own production high season is October-April (green houses mainly Puterica).

• Most imports are coming from Italy (Iceberg, Radic and Rocolla).

• Import prices vary from €0.40 (April-May) to €1.5 (December- March)

• Largest wholesalers located in Podgorica handle most of lettuce imports distributing it to the coast and big supermarket chain.

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Market Entry Strategy• Limited potential for Kosovo exports to Montenegro

because of relatively low imports and sufficient local production.

• Some potential for smaller wholesalers that possess small refrigerated minivans, small quantities.

• If targeting large importers send mix supplies in a truck e.i. 1-2 mt lettuce and several tons of other vegetables.

• Puterica packing in carton boxes of 5-7 kg.• In long term if willing to target big hotels &

Supermarkets Italian packing is a must.

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Target Customers1.Mont Valery, Podgorica2.Red Commerce, Podgorica3.Pop Fruit, Podgorica4.Podgorica wholesale market

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SERBIA

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Market Assessment• Serbia imports ca 383 mt of all lettuces, and

exports 119(t)• Iceberg retail 1.3 – 1.5€• There are few big domestic producers and

processors• Supermarkets well supplied with cleaned and

chopped, modified atmosphere packed lettuce• Green Markets dominant for domestic producers

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Market Entry Strategy• Potential for export lettuce during the summer

period and during the winter to the processors (ICEBERG)

• Potential for cooperation and contractual cooperation,

• Sold through the supermarket networks distributed directly by the processor

• Target : January –April and later November-December.

• Retail prices are moving from 0.8 to 1.3 € for packaging of 250gr;

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Target Customers

1.Iceberg Salat Center - Surcin

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SLOVENIA

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Market Assessment• Slovenia imports about 12,500 mt per year, mostly

from Italy • Three largest retail chains (Mercator, Interspar, Tus)

import directly from big producers. The rest of the imports are channeled through 5-10 major importers in Ljubljana

• Strongest imports are from November to April, and the price FOB Kosovo is from €0.7 to €1.8 during this period

• As an EU country, Slovenia imposes customs tariffs (for non EU) Kosovo from 1 Apr – 30 Nov (12%)

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Market Entry Strategy• Very good potential in terms of quantities and prices,

but problems related to distance and borders• Export possible via Durrës to Koper Slovenia by ferry • “Crystal” variety head lettuce is the most preferred,

followed by “Endivia” and “Butter”• Target large wholesalers in Ljubljana• Best prices are December – April• Italian lettuce has set the standard for packaging: 3

pieces per kg, 2 kgs per plastic box, shrink wrapped pallet

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Target Customers1.Geaprodukt, Ljubljana2.DG69, Vrhnika3.Bulc, Ljubljana4.Bokat, Ljubljana5.Frutis, Ljubljana6.Dallas, Ljubljana7.AL.KO Trade, Ljubljana

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