CHILEAN KIWI COMMITTEE [email protected] CHILEAN KIWI AND INTERNATIONAL MARKETS.

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CHILEAN KIWI COMMITTEE [email protected] CHILEAN KIWI AND INTERNATIONAL MARKETS

Transcript of CHILEAN KIWI COMMITTEE [email protected] CHILEAN KIWI AND INTERNATIONAL MARKETS.

Page 1: CHILEAN KIWI COMMITTEE comitedelkiwi@asoex.cl CHILEAN KIWI AND INTERNATIONAL MARKETS.

CHILEAN KIWI COMMITTEE

[email protected]

CHILEAN KIWI AND INTERNATIONAL MARKETS

Page 2: CHILEAN KIWI COMMITTEE comitedelkiwi@asoex.cl CHILEAN KIWI AND INTERNATIONAL MARKETS.

I. GENERAL INFORMATION

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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

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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

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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.

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•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

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•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

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BOARD OF DIRECTORS

EXECUTIVE COMMITTEE

GENERAL COORDINATOR

MARKETING AND PROMOTION COMMISSION

QUALITY AND POST HARVEST COMMISSION

PRODUCTION COMMISSION

ADVISORS

Source: Chilean Kiwifruit Committee

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II. HISTORICAL TRENDS

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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.

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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%

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CHILEAN KIWI PLANTED AREA AND PRODUCTION 1997-2007

Source: World Kiwfruit Review 2008

PRODUCTION (10.000 mt) AREA (1.000 ha)

Page 13: CHILEAN KIWI COMMITTEE comitedelkiwi@asoex.cl CHILEAN KIWI AND INTERNATIONAL MARKETS.

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

Page 14: CHILEAN KIWI COMMITTEE comitedelkiwi@asoex.cl CHILEAN KIWI AND INTERNATIONAL MARKETS.

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

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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%

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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

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THANKS