Opportunities for Latin American Cocoa Beans in Japanese ... · Opportunities for Latin American...
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Opportunities for Latin American Cocoa Beans in Japanese Market
Yoshinori Doi
Meiji, CO. Ltd.
WCF 24th Partnership meeting
October 15-16, 2013
Santo Domingo, Republica Dominicana
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Japan Domestic Chocolate Production & Import/Export
Unit: M/T Source: Domestic Production estimated by All Nippon Kashi Association (ANKA), Import/Export by Japan Ministry of Finance Composite Index by Cabinet office, Government of Japan
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Japan Domestic Chocolate Consumption vs. Selected Countries’
Unit: M/T (per Capita in KG) Source: 2010, CCAJ (International Confectionery Association, CAOBISCO)
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Japan Cocoa Bean Import, Grindings & Liquor Import
Unit: M/T Source: Import Statistics by Japan Ministry of Finance Grindings by CCAJ
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Japan Cocoa Bean Import from Latin America
Unit: M/T Source: Japan Ministry of Finance
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Japan Population, % of 65 Years Old and Above
Source: Ministry of Internal Affairs and Communications
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Japan Market High Quality & Low Price More Health Conscious, Anti-Aging Bigger Spending per Child by Parents and Grandparents Always New Products (extremely short product life cycle) Where is an opportunity in chocolate business?
Japan Population Pyramid
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Excellent point of Latin American Cocoa Beans
①Fine Cocoa Flavor
% of Each Flavor-Type in Total Aroma
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②High Polyphenol Content
Polyphenol Content in Nibs
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Effects of Cocoa Polyphenols and Cocoa Consumption
• Anticardiovascular
• Antihypertensive (to reduces blood pressure)
• Antiatherosclerosis (to reduce LDL-Cholesterol)
• Antidiabetic (increase in Insulin Sensitivilty)
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Problems to be solved
1. Agri-Chemical Residue →to purchase beans from the specific areas 2. Higher Cadmium Content →to look for the specific area and take care of recipes 3. Insufficient in Quantity of High Flavor Beans →to improve the productivity
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Conclusion 1. Future in Japanese Market
2. Advantages of Latin American Cocoa
3. Problem to be solved
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Emerging Opportunities for Ecuador Cocoa in Asian Markets
Santo Domingo, October 16th 2013
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Table of Contents
1. Ecuador Background
2. Opportunities in Asia
3. Exports from Ecuador to Malaysia
4. Conclusions
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1. Ecuador Background
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1. Ecuador Background
• Production in Ecuador is increasing constantly due to the following factors:
• Investment in new big scale plantations
• Newer farms reaching maturity, and consequently higher production
yields
• Intensive campaigns by the Ecuadorian Government, NGOs and the
private sector encouraging the small holder farmer to rehabilitate their
old cocoa farms in order to improve their income
• Cocoa beans and products exports have grown from between 100,000 to
115,000 MT per year 5 years ago, to close to 190,000 MT currently
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1. Ecuador Background
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
Ecuador Year Exports (MT)
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Since the early stages of President Correa’s first term (2007), this
Government has placed a special emphasis on cocoa, as it represents over
400,000 cocoa farmers, while thousands more are involved working in cocoa
fields, commerce, logistics, industrialization and export of the product.
The Government has understood that in order to keep cocoa sustainable and
protect its relevancy, cocoa producers have to transition from small-holder
farmers into small business people.
The “National Cocoa Plan,” which was launched last year with the goal to
increase productivity of the small holder cocoa farmer, will for sure influence
positively the growth of our production in the years to come.
1. Ecuador Background
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1. Ecuador Background
• Ecuador exports to Asia:
• Ecuador has been serving the Japanese market with fine flavor Arriba
Nacional cocoa for many years, as one of their main ingredients for
most of their chocolate makers
• Recently, exports of CCN-51 cocoa have become very significant to
countries such as China, Indonesia and Malaysia
• Exports to Asia for the first 11 months of the 2012/13 cocoa year reached
32,600 MT, which is equivalent to 19% of the country exports for the
period
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2. Opportunities in Asia
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• Asian cocoa industry is very vibrant, with a forecasted grinding total of
855,000 MT for the 2012/13 cocoa year
2. Opportunities in Asia
0
50
100
150
200
250
300
Malaysia Indonesia Singapore
Top 3 Asia & Oceania Grinders 2012/2013 ICCO Forecasts
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• At the same time, production in the area has been declining in recent
years, with a forecasted total of 515,000 MT for the 2012/13 cocoa year
2. Opportunities in Asia
500
550
600
650
700
2008/09 2009/10 2010/11 2011/12 2012/13
Asia and Oceania Yearly Production
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• This situation created a cocoa deficit for the region, which becomes an
opportunity for bean exporting countries such as Ecuador
2. Opportunities in Asia
0
100
200
300
400
500
600
700
800
900
2008/09 2009/10 2010/11 2011/12 2012/13
Asia & Oceania Production vs. Grindings
Grindings
Production
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3. Exports from Ecuador to Malaysia
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• Malaysia is the biggest Asian cocoa processor, and fifth in the world
• Yearly grindings of around 300,000 MT cocoa beans
3. Exports from Ecuador to Malaysia
0
100
200
300
400
500
600
Top 10 World Grinders 2012/13 ICCO forecasts
Netherlands
Côte d'Ivoire
United States
Germany
Malaysia
Indonesia
Brazil
Ghana
France
Spain
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• As Malaysia’s annual cocoa production is below 10,000 MT, for many
years it has been a major importer of cocoa beans
• Historically, the main supplier for Malaysia has been Indonesia, however
in early 2012, Indonesia’s government taxed cocoa bean exports, as an
incentive to local industry
• As Indonesian cocoa beans became costlier, Malaysian processors began
buying heavily from Ecuador. Malaysia became the second largest buyer
of Ecuadorian beans, second only to the United States
3. Exports from Ecuador to Malaysia
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• Last April, Malaysia introduced new regulations for cocoa bean imports, in
order to avoid the spread of the “South American Leaf Blight” –SALB-
(Microcyclus ulei) which affects rubber trees and is endemic to Central
and South America
• These measures include that cocoa cannot be produced, post harvested,
packed or stored without a minimum 50 kilometers distance from rubber
trees, and that cargo must be kept at temperatures above 25°C for at
least 30 days
• As a direct result of the above measures, exports from Ecuador to
Malaysia stopped to a halt since last June
3. Exports from Ecuador to Malaysia
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3. Exports from Ecuador to Malaysia
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
Ecuador Monthly Exports to Malaysia
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4. Conclusions
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• It is clear that Ecuador has the potential to become a volume supplier for
the Asian cocoa industry:
• Asian industry consumption is significantly higher than their cocoa
production
• Ecuador production is growing significantly, expecting to surpass the
300,000 MT mark by the end of this decade
• Ecuador’s CCN-51 cocoa is an ideal grade for the industry as it has
excellent yields and high butter content while at the same time a very
low FFA content
4. Conclusions
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The contents of this presentation were prepared in October 2013 for discussion only
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• Idioma único
• Cultura de la perfección
• Constelación de detalles
• La atracción francesa: ejemplo de la
pintura (Monet, Manet, Toulouse-
Lautrec, Katsushika Hokusai, Utamaro
Kitagawa
• Respeto y distancia
• Idioma extendido
• Cultura de la flexibilidad
• Vamos al grano
• La atracción americana: Mc Donald,
Progreso, aceptación del cambio
• Abrazos y besos
JAPON
REP. DOMINICANA
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Eiffel Tower Tokyo Tower
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Primer productor y
exportador en RD de cacaos finos.
Líder en Investigación
&Desarrollo aplicada
al cacao
Líder en cacaos
finos, “de domaine”,
a la medida
• Microbiología y Bioquímica
• Lactobacillus Paracasei Rizek
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Los Ancones
Palmaritos
Los Vásquez
Buena vista
Dos Rios
Don Hector
Tainori
Caraibe
Ramonal
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Pequeños productores afiliados: 4,500
Aéreas certificadas: 22,000 Ha
Volúmenes certificados: 12,000 TM
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Los agricultores afiliados a FUPAROCA están actualmente certificadas por la IMO según NOP, CEE, JAS y las normas de Bio Suisse, así como de acuerdo con la norma final de Rainforest Alliance para el cacao en grano y con normas UTZ y Comercio Justo.
Certificación lograda en 2013: FAIR TRADE USA
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• Ecuador
• Ghana
• Costa de Marfil
• Venezuela
• Recetas tradicionales europeas
• Paladares conservadores
Volumen de cacao
importado desde Rep.
Dominicana: 49 TM
Volumen total de
cacao importado por
Japón: 50,000 TM aprox
Porcentaje de
participación de Rep.
Dominicana = 0.09% 0
5000
10000
15000
20000
25000
30000
35000
40000
45000
50000
Import from RD Total Import Japan49TM 50,000 TM
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1. Rompimos el hielo
en FOODEX 2005.
2. Crisis Ecuador.
3. Crisis Venezuela.
4. Crisis Agroquímicos y
pesticidas
5. Interés en nuevos
sabores y perfiles
aromáticos
CAMBIOS 2005~
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Porcentaje de participación
de Rep. Dominicana
para el 2012 = 3.8%
0
200
400
600
800
1000
1200
1400
1600
1800
2000
2009 2010 2011 2012
Importación de Cacao desde RD hacia Japón
205TM 940 TM 500TM 2,000TM
Total de importación
anual de cacao en Japón:
50,000 ~52,000TM
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LOGROS • Aceptación del cacao Dominicano
en el main stream
• Cambio de percepción del País:
antes nos confundían con Dominica
• 3 cacaos con Denominación de
Origen – Meiji 100% Chocolate Café No. 20 y 32
– Una flor y
– Rico Flor de Fuji Oil
• Flexibilidad en las recetas
TENDENCIAS • Dominicana sustituye a West Africa
• Certificación Orgánica
• Traders involucrados en la
promoción
• Cacao con atributos saludables
• Nueva generación Japonesa
propensa al gasto y al cambio
• Compradores realistas y pragmáticos
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• Alianzas en produción
• Cacao con atributos saludables
• Sintonizar el paladar y armonizar el vocabulario
• No decir siempre que sí.
• Fe y paciencia
..
..