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Transcript of 021 Keynote
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Enhancing Export Competitiveness of Asian Fruits 2006
page 1
Toine Timmermans
Wageningen UR
Quality in [email protected]
Agri-Supply Chain Management
Enhancing Export Competitiveness of Asian Fruits 2006
page 2
Agenda
Introduction
Developments & Consumer Trends in Europe
Opportunities for export of Asian Fruits
Post-harvest Technology
Examples of Integrated Projects
Conclusions
Discussion
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Wageningen University & Research Centre
ForQuality of Life
8 research
centres
Type of research Fundamental Strategic Applied
Employees
Students
PhD
2900
4650
1006
3100 900
2 research
stationsWageningen
University
Enhancing Export Competitiveness of Asian Fruits 2006
page 4
The Global Food System: Balancing production & consumption
Trend: Globalisation
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EU Food Safety is Complex (GAP, Codex, General Food Law, Haccp, etc.),
Reports of Exceedance of Maximum Residue Levels (MRLs) for pesticide
residues in products from Thailand.
Structural attention is needed !
Private SectorPrivate Sector
ConsumersConsumers
Food SafetyFood Safety
Food scandalsFood scandals
AuthoritiesAuthorities
Retailers
Food service
Retailers
Food service
Food Safety: just a few words
Enhancing Export Competitiveness of Asian Fruits 2006
page 6
Quality management as systems innovation
From licence toproduce towardslicence to deliver
From retail backwardsquality managementis forced upon everysingle link in thechain.
Autonomous control in
Control upon controlsystem
AVAILABILITY
Government, laws, choice of suppliers
FOOD SAFETY
FOOD QUALITY
ETHICS
CHAIN
QUALITY
All productsAll products
Selected productsSelected products
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Development of relationships
Produc
erdrive
n
Consu
mer
driven
Retail
er
driven
Underdeveloped
3rd world
country
Farmer
sells
(village)
Farmer to
store
(region)
Developing
country
Middleman
(country)
Developed
country
Retailer to
farmer
supply chain
efficiency
(continent)
Future
Co-makership:
productdevelopment
(global)
Enhancing Export Competitiveness of Asian Fruits 2006
page 8
OR
Cheap
raw materials???Optimal supply
to
customer/consumer
Key relationships
with secondary
processors
Market research
and intelligence
Market-/product
development
Category
management
Produce as raw material
supplier ?
Produce by a market-oriented,
demand driven strategy?
Optimal, cheap
production
location
International trade
of raw materials
Location
close to demandKey customer
relationships
Choice: Market strategy
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Power in the agrifood chain in Europe
Consumers (160.000.000)
Shoppers (89.000.000)
Stores (170.000)
Formulas (600)
Buyers
organisations (90)
Breeding companies (
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Market trends in food (Europe)
Pleasure
Easy-to-use
Health
Cheap
Consciousness
on-the-Go
Enhancing Export Competitiveness of Asian Fruits 2006
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Development of consumer trends
Top 20 of most successfull food introductions in the
Netherlands
Source: IRI, Zaltbommel
0
11
32
57
0
22
20
58
8
24
18
51
9
37
16
38
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2001 2002 2003 2004
Cheap Healthy Easy-use Pleasure
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0
10
20
30
4050
60
70
80
Cheap
Healthy
Easy-to-use
Pleasure
On-the-Go
Conscious
Hero Fruit-2-day
Max Havelaar coffeepad
Lays Sensations
Steam fresh
Happy Euro pizza
Combinations are more successful
Enhancing Export Competitiveness of Asian Fruits 2006
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Fruit consumption
Fruit consumption levels are low (and tend not to rise)
Shares of organic & fair trade increase
Fresh cut fruit salads & healthy/easy to use grows Most successful (processed) fruit products:
branding & marketing
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Opportunities for export of Asian Fruits
Sustainability & Consciousness Max Havelaar/Fair Trade
Organic
Fruits are healthy
Local taste & local supply chain organization
Added value activities (pre-processing, product innovation,ready to eat concepts, packaging, traceability, chaincertificates)
Scale of operations, compliance with food-safety standardsand pricing always will be important
Crucial will be the ability to build partnership relations
Enhancing Export Competitiveness of Asian Fruits 2006
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Agenda
Introduction
Developments & Consumer Trends in Europe
Opportunities for export of Asian Fruits
Post-harvest Technology
Examples of Integrated Projects
Conclusions
Discussion
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Post-harvest Technology
Long term Storage
Packaging Technology
Cold Chain Management
Energy efficient transport
Quality Measurement
Integral Logistic Solutions
Session IV: Safety & Quality
AssuranceFresh Logistics
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Post-harvest Technology
Research facilities
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SmartFresh:
An expanding new technology in storage
and agro-distribution
Examples of current use:
apple storage (Europe, USA, New-Zealand, China)
avocado transport (South Africa)
banana shelf-life (USA)
kiwi (Chile)
tomatoes (South-Europe)
ornamentals (USA)
Long Term Storage with SmartFresh
Enhancing Export Competitiveness of Asian Fruits 2006
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Long Term Storage with SmartFresh
SmartFresh = 1-MCP
Damp Treatment during 24 hours
At room temperature: 10-14 days
effect
At low temperature: long-term
effect
1 treatment after harvest in storage
room
1-MCP
Smart
Fresh
Water
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Packaging of perishables
Complex mix of demands and wishes
Distinctive/attractive: shape, prints, material,
Protective: mechanically, biologically
Food safety: cooling; hygiene (anti-microbial)
Legislation: (GFL) - tracing and tracking
Logistics: modular/stackable/ machineable
Sustainable: low weight/recyclable/compostable
Cost effective !!!
Enhancing Export Competitiveness of Asian Fruits 2006
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0
1
2
3
4
5
productquality
(shelf-life
in
days)
4 7 11 14distribution lead time (days)
standard new box
Special solid board box for bell peppers
Air freight
replaced by
sea freight
Modified Atmosphere Packaging = MAP
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Quama = Equilibrium MAP
Effect MAP on fruits and
vegetables:
Slows down ripening
proces
CO2: Anti microbial action
Low O2 minimizes
enzymatic discoloration
Gas conc. %
Time in days
O2
CO2
0 1 2 3 4 5 6 7 8 9
Optimal eq. gasconc. is
specific for each product
20
10
0
Enhancing Export Competitiveness of Asian Fruits 2006
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Strawberry and Quama: storage 8C
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Quality effect: no SO2 pad included
Patented Tray
Special
top foil
Special
top foil
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Equilibrium ma-packaging: consumerpacks
MA-packaging concept
for a range of fruits
and vegetables:
The natural respiration
builds up a protective
atmosphere
Matching of respiration
and gas permeability ofthe packaging
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Modified Atmosphere Packaging
MAP concept is beneficial in various distribution
chains
Packaging development needs a chain perspective
Wageningen-UR step-by-step method: from idea,
laboratory test to real world implementation
Knowledge of quality behavior of fresh products in
distribution chains is key issue
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RFID+
- Datachat as futuristic integrated
concept
Name
Location
How are you?
ID (barcode)
Location
Shelf life
RFID+
This is RFID with
extra informationabout fresh products,
e.g. shelf life
Aim
To reduce
shrinkage and OOS
by better stock
control
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QUEST: Energy reduction in reefer transport
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Modeling toolbox
Network model
distributed model
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Controlled avocado ripening
Goal:
To ripen avocados on demand in automated system
Task:
Develop an avocado ripening controller
that manipulates storage temperature of avocadossuch that the given desired firmness is reached
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The Avocado Ripening Controller needs
- to estimate the firmness from ethylene production
- to know the expected firmness path at a chosen
temperature
Task:
Develop anAvocado Ripening Model that describes:
the ethylene production and firmness
of ripening avocados
as a function oftime and temperature
Avocado Ripening Model
0 100 200 3000
1
2
3
4
5
S[0-5]
t [h]0 100 200 300
0
2
4
6
8x 10
4
E[pmole.h
/kg.s
]
t [h]
0 100 200 3000
500
1000
1500
Edot[pmo
le/kg.s
]
t [h]
0 100 200 3005
10
15
20
T[o
C]
t [h]
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Product research for avocado ripening model
8000 ethylene production measurements
7000 colour measurements7000 firmness measurements
4000 avocados tested
0
50
100
150
200
0 2 4 6 8 10 1 2
time (days)
ethyleneproduction
3d
4d
5d
6d
8d
10d
0.0
0.5
1.0
1.5
2.0
2.5
0 2 4 6 8 10 12
time (days)
firmnessindex
0
10
20
30
40
50
60
70
80
90
0 2 4 6 8 10 12 14
Time (days)
VC2H4(pmol\kg.s)
0
200
400
600
800
1000
0 2 4 6 8 10 12
Time (days)
ethyleneproduction
(pmol/kg.s
)
0
1
2
3
4
5
firmness/colour/CO2
ethyleneproduction
firmness index
colour index
CO2(%)
Enhancing Export Competitiveness of Asian Fruits 2006
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Cold Chain Management
Some Results of Keepability & Cooling project for Dutch
commodities:
Is cooling necessary ? YES
Is condensation bad ? NO, if the quality is good
Is slower cooling possible? YES
Optimal temperature is the best: cooling always better
Product with bad (initial) quality cannot be rescued with
cooling
After harvesting up to 48 hours to achieve optimal temperature
Temperature changes can be tolerated Condensation with bad product shows product specific effects
No cooling in the supermarket has disadvantageous effect
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Rico Talisa 1 Talisa 2 Talisa 3 Talisa 4
continuous
5C
`
continuous
8C
continuous
11C
1x
condensation
VBN
chain
simulation
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Biochem. Analysis Gas Analysis
Firmness Acid titrationColour
Computer imaging
Quality Measurement
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Quality Measurement: Initial post-harvest
quality
Present
Measuring effects of biological processes Secondary signal
Too late for acting
Using genomics
Measuring initiation of cellular processes
indication of physiological status early warning -> mRNA
Enhancing Export Competitiveness of Asian Fruits 2006
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Quality indicator selection
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Combine selected genes into quality sensor
Optimal test format depends on test environment
customer demands
nr of genes needed
Translate genomics info into quality test
Enhancing Export Competitiveness of Asian Fruits 2006
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Example: Storage quality apples
Apples are stored for months
Sometimes taste/health
profile deteriorates
AFSG developed test for
early prediction of mealiness
in Cox apples
Batch can be sold beforequality decay starts
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Simulation packageChain-wide
Quality progress
Chain - product - combinations
A mirror to realityOptimum chain design
To judge situations before they are
implemented in practice
Role of modeling & simulation
Robust Network design using the Supply Chain Optimiser
Enhancing Export Competitiveness of Asian Fruits 2006
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Agenda
Introduction
Developments & Consumer Trends in Europe
Opportunities for export of Asian Fruits
Post-harvest Technology
Examples of Integrated Projects
Conclusions
Discussion
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Enhancing Export Competitiveness of Asian Fruits 2006
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Full project title
Increasing Fruit consumption through atransdisciplinary approach leading to high qualityproduce from environmentally safe sustainablemethods.
62 partners, 200 research staff, 16 countries,
budget 21.1 MEuro, runs from 2006 to 2010.
ISAFRUIT
www.isafruit.org
www.isafruit.eu
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Structure of program
WP 3.4
COMPONENTS
WP 3.3
DRYFRUIT
WP 3.2
JUICETHIRSTY
WP 3.1
MPFRUIT
WP 5.4PROFIFRUIT
WP 5.3
ORGANIC-FRUIT
WP 5.2
SMARTFRUIT
WP 5.1
ECOFRUIT
WP2.4
FRUITCLEAN
WP2.3
FRUITHEALTH
WP2.2
FRUITSLIM
WP2.1
FRUITEFFECTS
WP4.2
OPTIMAL-
QUALITY
WP4.1
NONCHEMFRUIT
WP 1.4
INNOCHAIN
WP 1.3
INNOFRUIT
WP 1.2
CONPREF
WP 1.1
EUFCON
WP7.4
FRUITWEB
WP7.3
FRUITRIGHTS
WP7.2
FRUITSCIENCE
WP7.1FRUITSKILS
WP 6.3NEWFRUIT
WP 6.2
TRANSFRUIT
WP 6.1
GENFRUIT
ISAFRUIT
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Conclusions & Recommendations (1)
There are opportunities to increase export to the Europeanmarket; especially with a demand driven strategy
Insight in the Market & Consumer trends is essential
Food-safety, price and efficiency are basic requirements
Added value makes the difference (robustness,innovation, local processing, chain certification and
branding)
Partnerships in the chain are crucial
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Conclusions & Recommendations (2)
Use the latest developments in post harvest R&D:
technology, scenario analysis, protocols, quality
certification
Organize international arenas for interaction with
stakeholders
What is the level of ambition and is there a corresponding budget ?
Essential role of private sector and entrepreneurs
Technology is available, it is setting out a strategy, invest & organize
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Thanks you for your attention!
Questions ? Co-operation