Required Report - public distribution

**Date:** 3/5/2004

**GAIN Report Number:** GM4010

GM4010

**Germany**

**Agricultural Situation**

**Agricultural Highlights from Fruit Logistica Trade Show**

**2004**

**Approved by:**

![](media/image1.wmf)Karina Ramos

U.S. Embassy

**Prepared by:**

Ag Berlin Staff

**Report Highlights:**

Below are excerpts from Press releases from Fruit Logistica, the largest
international trade show for fruits and vegetables in Europe. The show
is held annually in Berlin, Germany. The next show will be held from
February 10 through 12, 2005.

Includes PSD Changes: No

Includes Trade Matrix: No

Unscheduled Report

Berlin \[GM1\]

\[GM\]

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  Below are select press releases from the Fruit Logistica trade show,
  the largest horticultural show in Europe. The information does not
  reflect the views of USDA or the Office of Agricultural Affairs in
  Berlin, Germany and is reproduced in this report for the reader's
  convenience from publicly available press releases at
  [www.fruitlogistica.com](http://www.fruitlogistica.com/)

   

  **Continued expansion: Record number of exhibitors at FRUIT LOGISTICA
  2004 -\
  1,112 exhibitors from 54 countries displaying the entire logistical
  range for the fruit trade - Federal Minister Künast opens the leading
  fair for fresh produce**\
  \
  EU fruit and vegetable production amounts to some 79 mi. tons valued at
  33 bi. Euros\
  \
  FRUIT LOGISTICA 2004 goes from strength to strength with a record
  number of participants. The leading fair for the worldwide fruit and
  vegetable trade, which takes place from 5 to 7 February, is being held
  separately from the International Green Week Berlin for the first time.
  The improvements that have been made to all the main features of this
  trade fair will reinforce its claim to be the most important meeting
  place anywhere in the world for this industry. With 20 per cent more
  countries represented, a 21 per cent increase in overall display space,
  a net area that has grown by 27 per cent and a 30 per cent rise in the
  number of exhibitors this trade fair for fruit and vegetable marketing
  is entering a new dimension. There will be 1,112 exhibitors from 54
  countries (2003: 855 from 45 countries) and all the main players on
  this market are involved too, making attendance at FRUIT LOGISTICA 2004
  absolutely vital for everyone in the industry. Some 80 per cent of the
  exhibitors come from abroad. The overall display area has increased to
  36,000 (2003: 29,700 m²), and the net area to 21,759 square meters
  (2003: 17,157m²). "The interest being shown this year by the industry
  provides impressive proof of the market-based concept of FRUIT
  LOGISTICA, which has been developed by the industry for the industry.
  Participation this year shows that its quality and sheer volume are
  commensurate with its position as a world leader in its field", was how
  Dr. Christian Göke, Chief Operating Officer of Messe Berlin GmbH,
  summed up the rapid pace of development of this annual industry
  meeting.\
  \
  In Halls 1.2 to 6.2 on the Berlin Exhibition Grounds the leading
  companies from all stages of the fruit and vegetable trade are
  presenting a comprehensive display of the entire logistical chain that
  enables the public to obtain fresh produce of the finest quality at any
  time, anywhere. Apart from the global players in this trade, all the
  main service providers from growers to those involved in packing,
  transport, storage and retailing will be represented. For three days
  this comprehensive review of the market provides the ideal platform for
  decision-makers and executives in production, import, export,
  wholesaling and retailing to explore a wide range of business contacts.
  The contribution from Latin America in particular will be stronger than
  ever before at FRUIT LOGISTICA, with Brazil, Argentina and Mexico all
  occupying substantially larger stands. Countries from other parts of
  the world too, such as Egypt, South Africa, the People's Republic of
  China and a number of European countries have also increased their
  level of involvement compared with the previous event. This year
  attention is focused in particular on the presentations by countries
  which will shortly be joining the EU, such as Lithuania, Poland,
  Slovakia, the Czech Republic, Hungary and Cyprus, whose fresh produce
  provides a "foretaste" of the expanded EU internal market with its 450
  million consumers which comes into being on 1 May.\
  \
  And five countries, Kenya, the Republic of Korea, Panama, Slovakia and
  Sri Lanka, are making their debut at FRUIT LOGISTICA 2004. The largest
  international displays are those of the leading European producers of
  fruit and vegetables, Italy (189 exhibitors), Spain (168), France
  (117), Netherlands (82) and Belgium (44). With all the leading
  companies in this sector the German fruit and vegetable trade will be
  represented in its entirety. The 226 exhibitors on the German displays
  represent the largest contribution by any country at this event and the
  combined stand, measuring over 1,000 square metres and organized under
  the aegis of the growers' organization Bundesvereinigung der
  Erzeugerorganisation Obst und Gemüse e.V. (BVEO) and the company that
  markets German produce, Centrale Marketinggesellschaft der Deutschen
  Agrarwirtschaft (CMA), is also the largest. For the first time the 12
  members of the Association of German Central Markets will be exhibiting
  under one roof.\
  \
  [The fruit trade in the EU: volumes, structure, eastward
  expansion]{.underline}\
  \
  As Dr. Wilhelm Ellinger, Director of the Fruit Division, Zentrale
  Markt- und Preisberichtsstelle GmbH (ZMP), Bonn, has reported, the
  1999/2000 Structural Survey of Agriculture revealed that the production
  stage in the EU currently comprises some 1.5 million businesses
  involved in the cultivation of fruit trees and fruit bushes on an area
  measuring 1.4 million hectares. A further 750,000 production units are
  engaged in growing vegetables, including melons and strawberries,
  occupying 1.8 million hectares.\
  \
  Last year some 29 million tons of fruit were grown in the EU, although
  climatic influences in the form of frost damage and prolonged dry
  spells were responsible for a shortfall compared with 2000 (33 mi. t).
  There were declines in the amounts of apples, peaches/nectarines and
  strawberries produced, whereas citrus fruits remained stable. At the
  start of the new millennium vegetable production reached a new high of
  52 million tons and since 2001 has remained stable at 50 million tons.
  There has been a noticeable decline in the extensive, outdoor
  production of certain vegetables such as sweet corn, peas, beans and
  spinach, which are intended mainly for processing. Tomatoes are by far
  and away the most important vegetable. Taking as a sum total the
  production in the EU and the foreign trade balance we obtain a market
  volume for items intended for the fresh produce market amounting to
  29.9 million tons in the case of fruit and 33.7 million tons for
  vegetables.\
  \
  In 2002 fruit had a total production value of 10.3 billion €, and the
  figure for vegetables was 22.6 billion €. Taken together, these two
  sectors have a production value roughly equivalent to that of cereals.
  According to initial, provisional estimates from Eurostat, in 2003
  there was a 2% increase in the production value of fruit in 2002, and a
  5% rise in the case of vegetables.\
  \
  [The trade in fresh fruit and vegetables in the EU]{.underline}\
  \
  Each year some 20 million tons of fruit and vegetables (12 mi. t of
  fruit, 8 mi. t of vegetables) are traded between member states of the
  EU. Exports totaling four million tons (2.6 mi. t of fruit, 1.4 mi. t
  of vegetables) compare with imports of 9.1 million tons (8 mi. t of
  fruit, 1.1 mi. t of vegetables). There is a massive negative balance of
  trade in fresh fruit with third countries. In particular the EU is
  dependent on imports of fruit from tropical regions and approximately
  half of its imports are of tropical fruit, 2,5 million tons of which
  come from those countries in the southern hemisphere with a moderate to
  sub-tropical climate. Among the fruit exports by the EU, which total
  2.6 million tons, 70 per cent are destined for the countries of Central
  and Eastern Europe. Following the imminent expansion of the European
  community, 40 per cent of what were exports to third countries will
  become classified as internal trade.\
  \
  In the case of fresh vegetables the balance with third countries is
  more or less equal. At 350,000 tons onions represent the main import
  from third countries. Roughly one third of vegetable imports come from
  countries bordering the Mediterranean, such as Morocco and Turkey,
  while around 15 per cent are from Central European countries, including
  Poland and Hungary. Onions (350,000 t) and tomatoes (200,000 t) are
  among the leading exports. The largest market for this produce is in
  Eastern Europe, chiefly Russia. The EU countries on the Mediterranean,
  together with the Netherlands with its greenhouses, are able to meet
  much of the demand during the long Eastern European winter months.
  Apart from Eastern Europe, during the six coldest months of the year EU
  onions are also exported to many countries in Africa, Asia and the
  Caribbean.\
  \
  [New member states primarily important as sales markets]{.underline}\
  \
  When the EU expands on 1 May 2004 to include ten more states it will
  comprise some 450 million consumers. These new member states produce
  six million tons of fruit annually. However, this fruit production has
  a totally different structure to that of the existing EU. Approximately
  half of all production is accounted for by apples, with berries and
  bush fruit being of above-average importance. Poland accounts for
  approximately half of the population of the new member countries and
  also for half of the total fruit production. Vegetable production in
  the new member countries totals up to eight million tons, with cabbages
  and root vegetables making a substantial contribution to this figure.
  The role of these countries as suppliers of fresh fruit and vegetables
  is of lesser importance. The EU imports less than 300,000 tons of fresh
  fruit from these countries, the main suppliers being Poland, Hungary,
  the Czech Republic and Cyprus. Apart from citrus fruits from Cyprus the
  imports consist mainly of fruit for the processing industry. At around
  180,000 tons the volume of imports of fresh vegetables is even lower.
  Poland accounts for two thirds and Hungary for one third of the total.\
  \
  The new member countries are of far greater significance as sales
  markets for EU produce. Their climate does not allow them to compete
  with a number of products such as citrus, dessert grapes, kiwis or
  peaches. A large share of the EU's fruit exports, up to 1.2 million
  tons, are sold in the new member states, mainly to Poland, the Czech
  Republic and Hungary, with over 400,000, 200,000 and 100,000 tons
  respectively.\
  \
  The export of fresh vegetables to the new member countries is also
  greater than the trade in the opposite direction. In 2002 a total of
  460,000 tons went to the new member countries. With a figure of 140,000
  tons Poland was also the main market for vegetables. Over the next few
  years we can expect an increase in the production of apples in Poland
  and of stone fruits in Hungary. It is likely that these countries will
  also attempt to strengthen their position as suppliers of fresh
  produce. "This will require substantial efforts in order to bring
  together what is at present a widely scattered range of produce, and
  also to update and expand the logistics. But they are still only
  sporadic suppliers of central markets and it will be some time before
  they are accepted as a reliable source of fruit and vegetables for the
  retail sector", according to Ellinger.\
  \
  [Fruit trade in Germany achieves sales of 18 billion
  euros]{.underline}\
  \
  According to the ZMP, in 2003 the 2,700 or so companies active in the
  fruit trade in Germany achieved sales, based on projections, amounting
  to 18 billion euros (2002: 17.9 bi.). The consumption of fresh fruit
  and vegetables by the German market in 2002/2003 was in the region of
  16.655 (provisional figure) million tons (2001/2002: 16.833 mi. t),
  indicating that it has remained more or less stable. This means that
  per capita consumption in Germany amounted to 201.8 kilograms of fruit
  and vegetables (2002/2003, provisional figure), compared with 204.2
  kilograms during 2001/2002.\
  \
  [Fresh produce is an important factor in promoting the retail food
  sector]{.underline}\
  \
  "Fresh produce, in the form of fruit and vegetables, is an important
  factor in promoting the retail food trade and helps to increase the
  frequency with which consumers return to a store", according to Kai
  Krasemann, President of the European trade association FRESHFEL,
  Brussels, at the FRUIT LOGISTICA, referring to the importance of the
  200 or so greengrocery items available in various marketing forms at
  the point of sale. This means that between ten and twelve per cent of
  all sales by the food industry in the EU are accounted for by the trade
  in fresh fruit and vegetables. Krasemann complained of the downward
  pressure on prices "which the retail food sector passes back down the
  supply chain, insisting at the same time that its own suppliers should
  implement all the requirements regarding food safety, hygiene and
  traceability." In this connection he also expressed his dissatisfaction
  with the fact that legislators at both national and EU level "have
  still not managed to provide producers and traders with a set of
  harmonized directives regarding the use of plant protection chemicals
  and the maximum quantities to be applied." This is yet another
  challenge being posed by the impending expansion of the EU.\
  \
  [Outstanding conferences with the elite of the European fruit and
  vegetable trade]{.underline}\
  \
  This resounding response by exhibitors is accompanied by an excellent
  supporting program of specialist events, including a number of major
  conferences indicating current trends and suggesting solutions to some
  pressing problems affecting the industry. At 6 p.m. on the evening
  preceding the start of the fair (4 Feb.) FRUIT LOGISTICA 2004 will be
  officially opened at the ICC Berlin by the Minister for Consumer
  Protection, Food and Agriculture, Renate Künast. The evening's keynote
  speaker will be Steve Murrels, Director for Produce for the TESCO
  company. This will be preceded by the 23rd Freshness Forum Fruit and
  Vegetable, an event for the leading names in the European trade, which
  will take as its subject "Quality at a low cost -- a challenge or a
  fantasy?" (4 Feb., 2 p.m., ICC Berlin, Hall 15.2).\
  \
  Important and highly topical issues affecting the fruit and vegetable
  trade will be discussed during the three days of the fair at a number
  of interesting Hall Forums. As one of Europe's leading suppliers of
  fresh produce, Spain will occupy the spotlight on 5 February. The next
  day France will be meeting the experts with an event entitled
  "Production in the 21st century - tradition and modernity". During the
  afternoon an analysis will demonstrate the intensity of the competition
  in the retail food trade and will suggest some strategies for dealing
  with falling prices. On 6 February the Hall Forum on "Food Safety" will
  discuss methods of quality certification. On the following day the hall
  forum "The new Europe: the EU following eastward expansion" will take a
  look into the near future. The specialist supporting program will be
  rounded off by the Mediterranean Meeting on 5 February and the
  conference "Arab fruit exports -- only dates and oranges?" on 7
  February.
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  **Capturing and retaining markets through quality and clarity -\
  Consumer Protection Minister opens 12th Fruit Logistica**\
  \
  "It is quality that ensures your strong position on the market, so use
  it." It was with this appeal to the representatives of the fruit and
  vegetable market that Germany's Minister for Consumer Protection,
  Renate Künast, officially opened the 12th Fruit Logistica in the
  presence of some 600 guests at the ICC Berlin. In future the reform of
  the Common Agricultural Policy will provide an opportunity to reward
  quality and not quantity. The task is now to make this quality clearly
  evident to consumers. "What we need is continuous monitoring of each
  stage, from the grower to the processors, the wholesale trade and
  retailers." The minister called upon the representatives of the
  industry to devote their energies to achieving a uniform and thorough
  quality assurance system. But at the same time Künast emphasized the
  important role that the industry plays in ensuring that consumers can
  enjoy a sensible and balanced diet. At 350 grams per person the
  consumption of fruit and vegetables in Germany is too low. Campaigns
  such as the "5 a day" are aimed at convincing consumers to "visit their
  greengrocers more often rather than buying vitamin supplements from
  pharmacies."\
  \
  Steve Murrels, Category Manager for the British food retailer and
  supermarket chain Tesco, reported on the opportunities presented to the
  trade by the impending expansion of the EU. Britain's market leader
  (annual sales in 2003: £ 28.6 billion) has just under 2,300 stores and
  has also opened branches in Hungary, the Czech Republic, Slovakia and
  Poland. Murrel's recipe for success: "Study the customers closely and
  respond to individual buying behavior". The trade must respond to
  customers' requirements for quality, ease of use, a wide product range
  and individuality. With more than 1,000 exhibitors from 54 countries
  this year's Fruit Logistica once again demonstrates its importance as
  an international meeting place for the industry, where all the main
  players from every stage, from the growers to the retail outlets, are
  represented, according to Berlin's Senator for Economics, Harald Wolf.
  Raimund Hosch, Chief Executive Officer of the fair's organizers, Messe
  Berlin, emphasized the leading role of this event as a platform for
  discussions about food safety, quality and a healthy diet.\
  \
  \
  **State assistance has helped Brazil to become one of the leading fruit
  exporters**\
  \
  The South American country has worked its way up to a position as one
  of the world's top three fruit producers. According to Moacyr Saraiva
  Fernandes, annual fruit production currently exceeds 35 million tons.
  During the opening press conference of Fruit Logistica 2004 the
  President of Instituto Brasileiro de Frutas (IBRAF) explained that the
  proceeds from the country's fruit exports amounted to US \$ 119 million
  in 1998, but since then they have almost doubled and in 2002 exports
  earned US \$241 million. Although 70 per cent of all fruit exported
  goes to Europe, the German market only takes three per cent.
  Nevertheless, Germany is one of his country's most important target
  markets, according to the President of IBRAF, Fernandes. Together with
  the national export promotion authority APEX-Brazil, increased efforts
  are being made to supply more fruit to the world market, including
  papayas, mangoes, grapes and limes. (Hall 5.2, Stand D-10, IBRAF)\
  \
  \
  **Bulgaria, Ecuador, Ghana, Colombia and Vietnam at the SIPPO
  pavilion**\
  \
  Thanks to SIPPO (Swiss import promotion program), the Fruit Logistica
  also featured exotic produce from Ghana, Ecuador, Vietnam, Bulgaria and
  Colombia. According to Project Manager Thomas Sporrer: "Since 1999 this
  program has been assisting with the import of products from small and
  medium-sized companies in developing and transitional countries,
  helping with their integration into the international system of trade."
  With a display that re-created the atmosphere of a market stall
  Bulgaria's exhibits included dried plums, pears and peaches as well as
  dried tomatoes, sweet peppers and carrots. Ecuador presented fruits
  such as granadillas, tamarillos, pitahayas, papayas, pepino melons in
  dried and fresh form, and in their own syrup, as well as jalapeno
  chillies. A number of suppliers from Ghana are exhibiting root tubers,
  cereals, dried red chillies, green peppers, okra, sweet potatoes,
  groundnut seeds, sheanut butter, palm oil and cashew nuts. Colombia's
  exhibits include physalis, curuba, feijoa, lulo and maracuya, while
  Vietnam features red pitahaya, red dragon fruit, milk fruit, rambutan
  and fresh lychees. (Hall 2.2, Stand A-13, contact: Thomas Sporrer,
  telephone: +41/1/3655276)\
  \
  **Metro: Fruit Logistica is a regular date in the business calendar**\
  \
  "Fruit Logistica is the ideal communication platform for our fruit and
  vegetable buyers. It is an opportunity that not available anywhere
  else", according to stand director Christiane Bell, explaining why the
  Düsseldorf-based Metro Cash & Carry GmbH has been holding its product
  group meetings at Europe's leading fruit trade fair for the past three
  years. The Düsseldorf company is part of the worldwide Metro group.
  With 2,300 outlets in 28 countries it is the third largest trading
  group in Europe and fifth largest in the world. The development of new
  markets in Eastern Europe and in Asia is an integral part of the
  company's policy. In 2001 the group opened branches in Croatia and
  Russia, and in Vietnam and Japan in 2002. Its workforce numbers around
  235,000 and the turnover in 2002 amounted to more than 51 billion
  euros, 46 per cent of which was obtained from business outside Germany.
  The group sells under six different names, Cash & Carry GmbH, Real,
  Extra, Galeria Kaufhof, Saturn/ Media Markt and Praktiker. (Hall 1.2,
  Stand D -11, contact: Christiane Bell, tel.: 0151-15 11 14 96)\
  \
  **VanWylick focuses on sales, service and bananas**\
  \
  Last year the fruit trader vanWylick from Düsseldorf consolidated its
  position against the background of a weak market situation. As one of
  the leading companies in Germany, with eleven branches across the
  country, vanWylick was able to maintain its turnover at a constant 265
  million euros while at the same time boosting sales in its main field
  of activity, the banana trade. Roughly one eighth of all bananas
  supplied to the German retail sector come from vanWylick.\
  \
  "We are caught between the current trend and the downward pressure on
  prices", is how Trade Director Dirk Allerding describes the situation.
  "On the one hand fruit and vegetables conform ideally to the major
  consumer trends of wellness and convenience, but on the other hand
  consumers continue to exercise restraint and to keep a watchful eye on
  prices. The desired price level in Germany is relatively low compared
  with the rest of the world. As a result there is severe pressure on
  profit margins in our industry." Allerding believes that the main tasks
  for the fruit trade in the future lie in the field of customer
  services: "Long term success can only be achieved by differentiation
  and the highest levels of commitment to the customer's interests."
  Consequently, with its nationwide distribution network, vanWylick
  continues to focus its efforts on developing its capabilities in the
  areas of sales, customer service and bananas. (Hall 4.2, Stand D -29,
  contact: Dirk Allerding, telephone: 0175/2707775)\
  \
  **Convenience is definitely the trend among French exhibitors**\
  \
  Co-ordinated by Sopexa, 77 companies and sales promotion associations
  from France are exhibiting at Fruit Logistica. Their products strongly
  reflect the growing trend towards convenience foods. For example, since
  September 2003 Prince de Bretagne has been supplying the retail food
  sector and wholesale markets with a chicory with an extended shelf
  life, under the "Ludifraîch" brand name, and November 2003 saw the
  introduction of whole, washed vegetables in packs suitable for use in a
  microwave, Kristin Unruh reports. And in March paniculated plum
  tomatoes are being launched under the name "Olivines".\
  \
  The items being exhibited by Perle du Nord at the fair include a
  microwave-ready meal based on chicory, "Endive minute". Pom Alliance
  Provence is presenting two new one-kilogram packs of potatoes: one
  consists of a stay-fresh bag and the other a wooden tray in a
  light-resistant plastic bag. "Pom' Chrono" from the Negonor company are
  potatoes in plastic bags that are ready to eat after just eight to ten
  minutes in a microwave. Ponthier SA is displaying its "Purée de fruits"
  with 28 different flavors. And the plastic film "Cook'in Sap" from
  Plasticaen ensures a constant pressure inside the pack when fresh
  vegetables are cooked in a microwave. (Hall 4.2, contact: Kristin
  Unruh, telephone +49/211/4980829)\
  \
  **High quality niche products from Switzerland**\
  \
  The Swiss fruit-growers' federation swissfruit is taking part in Fruit
  Logistica for the seventh time, in association with the federation of
  potato growers swisspatat, the vegetable growers\' organisation VSGP
  and swisscofel, representing Switzerland's fruit, vegetable and potato
  traders. The display features high quality niche products, some having
  been bred by the growers themselves. "Here in Berlin we are displaying
  the tasty, crisp Swiss apple varieties Maigold, Mairac and Golden
  Victor", Bernadette Galliker of swissfruit explains. Golden Victor has
  a red blush, is relatively large and with a quality comparable to that
  of Golden Delicious. "This apple is being exported with great success
  to France in particular", Bernadette Galliker informs us.\
  \
  Marc Wermelinger of swisscofel believes that good export prospects
  exist above all for integrated and organically grown vegetables.
  "Switzerland is playing a leading role in organic production in
  Europe", he says. This is being strongly supported by the research work
  that is being carried out. "Swiss organic vegetables are of excellent
  quality, which is a result of extensive expertise and careful
  production methods." He explains that the range of organically grown
  vegetables in Switzerland is very extensive and can meet just about any
  customer requirements. Swiss growers of organic vegetables are already
  registering initial export successes. (Hall 2.2, Stand C-1, contact:
  Bernadette Galliker, telephone: +41/41/7286870, Marc Wermelinger,
  telephone: +41/31/3807575)\
  \
  **Germany is the most important market for fruit and vegetables from
  Italy.**\
  \
  As was the case last year too, the largest number of foreign
  participants at this year's fair have come from Italy. There are 191 of
  them at this Fruit Logistica, 33 per cent more than in 2003. The
  director of the Italian Institute for Foreign Trade I.C.E., Dr. Valter
  Iandolo, reports that there are 48 on the institute's combined stand,
  including the Italian Ministry of Agriculture and Forestry Policy, the
  market research organization ISMEA, along with Buonitalia SpA and 14
  major trading organizations and businesses, accompanied by regions such
  as Sicily with eight exhibitors and Calabria with a further six. Dr.
  Iandolo stated: "The importance which we in Italy attach to the Fruit
  Logistica can be gauged by the presence of our Minister of Agriculture,
  Dr. Giovanni Alemanno, who visited the fair on 5 February."\
  \
  In 2002 Germany was again the most important market for sales of fruit
  and citrus fruit from Italy, with a 38.1 per cent share of exports.
  This percentage was even higher in the case of a number of products,
  for example apples 46.1 per cent, strawberries 46.8 per cent and pears
  49.9 per cent. Turning to vegetables, Germany's share of exports
  amounted to 38.7 per cent in 2002, although for items such as Savoy
  cabbages and kohlrabi the figure was much higher, at 69.1 per cent.
  (Hall 1.2, Stand A-1, contact: Dr. Valter Iandolo, telephone:
  +49/211/387990)\
  \
  **Germany's central markets with a joint stand for the first time**\
  \
  "With their combined stand, co-ordinated for the first time by GFI (the
  organization for promoting the interests of Germany's central markets),
  the twelve participating markets are documenting their vital position
  within the production chain that extends from the grower to the
  consumer", Dieter Krauss, President of the Bundesverband der Deutschen
  Fruchthandelsunternehmen e.V. (National Federation of German Fruit
  Trade Companies) and Chairman of Fruchthof Berlin
  Verwaltungsgenossenschaft eG stated. Last year the twelve member
  companies of the Association of German Central Markets handled some
  three million tons of fruit and vegetables.\
  \
  In its eleventh year as a participant in Fruit Logistica the market
  Fruchthof Berlin occupied a 400 square meter combined stand in Hall
  6.2. As Krauss pointed out: "With our appearance at this fair we are
  providing a platform for communication for numerous discussions between
  companies operating from Berlin's central market and their business
  associates in this country and abroad." Fruchthof Berlin handles some
  215,000 tons of fruit and vegetables annually, making it one of the
  leaders in its field in Germany. (Hall 6.2, Stand A-03, contact: Dieter
  Krauss, telephone: +49/30/3955007)\
  \
  \
  **Dole focuses on "Tropical Gold" pineapples and a campaign to promote
  fresh produce**\
  \
  Dole Fresh Fruit Europe is one of the leading fruit companies in
  northern Europe, importing, marketing and distributing a wide range of
  items, mainly from overseas. It forms part of the Dole Food Company
  with its headquarters in Westlake, California, which sells some 170
  fruit and vegetable items around the world and is a leader in
  production, transport and merchandising. The company has some 59,000
  full-time employees and achieved a turnover of US \$ 4.4 billion in
  2003. As Claus D. Anderson, Managing Director, Dole Fresh Fruit Europe,
  says: "'Quality, quality, quality' was the philosophy of our founder,
  James D. Dole. As an organization engaged in marketing and selling
  produce bearing the world's leading brand name we support our trading
  partners and regard ourselves as partners in the production and
  marketing of fresh fruit and vegetables."\
  \
  In the words of Trade Marketing Manager Heinz Meinken, "Dole has been
  exhibiting at Fruit Logistica ever since this fair first came into
  being. It has now become the focal point of our external promotion work
  and continues to increase in importance. Many of our customers from
  Germany, Scandinavia and Eastern Europe make their way to Berlin and
  meet with us here." This year the display is concentrating on Dole
  'Tropical Gold' pineapples and on highlighting the company's freshness
  offensive. (Hall 1.2, Stand E-05, contact: Karin Eberle, telephone:
  +49/40/32906236)\
  \
  \<B\< management quality modern presents Fruchtring\>\
  \
  With an annual turnover of some 1.8 billion euros Cobana Fruchtring is
  one of Europe's leading fruit trading groups. It comprises 40
  independent fruit wholesalers located at the main trading centers
  throughout Germany, thus ensuring a widespread and comprehensive
  marketing system. As Marketing Manager Stephan Schlick explains: "All
  of our group's efforts are concentrated on achieving further
  improvements to the direct and systematic procurement and marketing of
  produce, and on offering customers the best possible standards of
  service." This begins with the accurate procurement of consignments
  from international growers in accordance with a predetermined program,
  continues with temperature-controlled storage and packaging, and
  culminates in just-in-time delivery.\
  \
  The marketing manager points out that a fully functioning quality
  management system at all stages is another vital aspect. Coinciding
  with Fruit Logistica, Cobana Fruchtring has published an article on
  this subject in its house magazine "b hoch 3" entitled "Enjoyment
  without regrets -- modern quality management in the fruit trade". The
  magazine also provides an overview of current requirements and
  certification details. Interested visitors can pick up a copy on the
  stand. (Hall 6.2, Stand A-10, contact: Stephan Schlick, telephone:
  +49/172/4011719)\
  \
  \
  **Atlanta -- capabilities from A to Z in the fruit and vegetable
  sector**\
  \
  Atlanta is a leading group in the fresh fruit and vegetable trade, not
  only in Germany but in Europe too, as Peter Jung, Chairman of the Board
  of Atlanta AG, points out. Being able to draw on supplies from over 120
  countries gives the company its wide diversity of items. "This enables
  us to provide the trade with an interesting and profitable assortment
  of all kinds of items, meeting current requirements and offering good
  sales prospects", Jung emphasizes. The variety of services such as
  banana ripening, storage, pre-packing for self-service outlets and
  training customers\' specialist staff for various qualifications are at
  the heart of the Atlanta program.\
  \
  The Atlanta group is exhibiting at Fruit Logistica for the tenth time.
  This year's participation by Atlanta AG features a new stand design
  under the slogan "Long live freshness". A food stylist is on hand to
  tempt the company\'s guests with tasty, fruity snacks and at the end of
  each day business associates are invited to meet at 5 p.m. in the
  relaxed surroundings of a "Get Together". (Hall 4.2, Stand A-14,
  contact: Ralf Kleyer, telephone: +49/30/303881397)\
  \
  **BVEO: from the field to the point of sale**\
  \
  The body representing German fruit and vegetable growers' organizations
  has been exhibiting in Berlin ever since the first Fruit Logistica,
  eleven years ago. Once again it forms the largest group of exhibitors
  and occupies the largest stand, measuring over 1,000 square meters.
  This display has been organized and co-ordinated jointly by
  Bundesvereinigung der Erzeugerorganisationen Obst und Gemüse e.V.
  (BVEO) and CMA Centrale Marketing-Gesellschaft der deutschen
  Agrarwirtschaft mbH (Central Marketing Company for German
  Agriculture).\
  \
  "The national association, the Bundesvereinigung, has represented
  country's fruit and vegetable growers and their organizations since
  1970 in accordance with the requirements of the Common Market
  Organization of the EU for Fruit and Vegetables", explains the general
  manager of the BVEO, Karl Schmitz. He also points out that 60 growers'
  organizations now belong to the BVEO, either under the earlier or the
  current market arrangements. In 2002 they attained a turnover of around
  1.5 billion euros with their fresh produce, excluding items bought in,
  imports and other contributory factors such as flowers and articles of
  daily use. The stand concept also incorporates the \"5 a day" campaign
  and the quality assurance organization QS Qualität und Sicherheit GmbH.
  (Hall 2.2, Stand C-09, contact: Dr. Markus Nöthen, telephone
  +49/172/2104441)\
  \
  **Fruit growers in Styria on their way to joining the top three in
  Europe**\
  \
  On 1 May 2003 the Styrian fruit growers' organization was renamed as
  OPST -- Obst Partner Steiermark. As Marketing Director Franz Schaden
  explains, "The new name symbolizes the new approach within our
  apple-growing industry. The direction is obvious: to strengthen the
  brand, under the slogan "fresh-juicy-Styrian", to maintain Austria\'s
  leadership of the market, to boost exports and to make the district one
  of the top three fruit-growing regions in Europe." He points out that
  apple production has become an important economic factor in Styria. Its
  1,200 fruit-growers produce some 100,000 tons of apples annually and
  achieve a turnover of 56 million euros. OPST, the acronym that stands
  for the Apple Producers in West, East and South Styria, plays a
  dominant role in Austrian apple cultivation, with a 70 per cent share.
  Two organizations, eva-Exportvereinigung Apfel with a 90 per cent
  market share, and Aroma GmbH a ten per cent share, are responsible for
  domestic and foreign marketing activities. 45 per cent of the crop is
  exported, in particular to Germany, the United Kingdom and Eastern
  Europe. (Hall 2.2, Stand D -01, contact: Franz Schaden, telephone:
  +43/676/845430450)\
  \
  **The cranberry -- power berry**\
  \
  The size of an olive, bright red and shiny, that is how visitors
  perceive the cranberry at FRUIT LOGISTICA 2004. "Cranberries have only
  been marketed in Germany since 1999", explains the Account Director Sam
  Bessinger, "but they have already been a major success. This little
  American fruit can now be found in some 50 products." The Cranberry
  Marketing Committee is responsible for promoting these berries, grown
  in Massachusetts, USA, on the German market. Cranberries have many uses
  -- in salads, baking and desserts, as well as for sauces to accompany
  meat dishes, in juice form or in cocktails. When fresh they can be
  stored for three months without losing their flavor or their vitamin
  content. However, they are extremely sour and have to be sweetened
  before being eaten or processed. Studies have shown that the daily
  consumption of 300 milliliters of cranberry juice or the equivalent
  amount of berries can reduce the risk of urinary tract infections by 58
  per cent. They also contain antioxidants that help to protect the body
  against attack by free radicals, which can cause cancer, diabetes and
  rheumatism.\
  (Hall 5.2, Stand C-19)

   

   

  **Spain: 3,000 m² of enjoyment and passion**\
  \
  With precisely 2,950 square meters Spain can claim to have the largest
  display area at this year's Fruit Logistica. The 168 companies are
  presenting the entire range of fruit and vegetable production on the
  Iberian peninsular, part of it under the co-ordination of the national
  export promotion institute and partly through the local governments of
  the countries 17 autonomous regions. Andalusia, for example: as the
  most important fruit and vegetable-growing area in the south of the
  country the Andalusian province of Almería exports 60 per cent of its
  production. "Tomatoes are my passion!" as Manuel Berenguel, head of the
  CASI co-operative, the country's largest tomato producer, assures us,
  before using salt and low acidity oil to prepare his RAF variety, which
  is made especially tasty through a process of dehydration. With its
  delicately flavored jams made with tomatoes and paprika the Amargo
  company is demonstrating that vegetables can be spread on bread too.
  German consumers have yet to discover this particular delicacy but "we
  make use of the fair not only to strengthen contacts with customers but
  also to show the results of our high quality production to potential
  customers", explains Javier Salvador, press co-ordinator for the
  Almería Chamber of Commerce. The Extremadura region is presenting its
  range of pomaceous and stone fruits, including the well known picota
  cherries from the Jerte valley, the largest continuous cherry-producing
  area in Europe. "It is darker than other cherries, has more fruit flesh
  and is also very juicy" is how David Carmona from the regional foreign
  trade promotion organization describes this fruit, which is harvested
  without its stalk and enjoys a protected mark of origin. Valencia,
  Murcia, Catalonia, the Canary Islands and Granada are also presenting
  their regional specialities. (Halls 1.2. and 5.2.; Almería: (Hall 5.2,
  Stand A-10, contact: Javier Salvador, tel.: ++34-667 65 31 99;
  Extremadura: (Hall 1.2, Stand E-15 and E-16, contact: David Carmona,
  tel.: 0179-850 58 97)\
  \
  \
  **Lotus nectars and almond products from the USA make their debut at
  the fair**\
  \
  Some 16 firms are represented on the USA stand at Fruit Logistica. In
  addition to traditional exhibitors such as the suppliers of nuts, dried
  fruit and pears, three exhibitors from Puerto Rico are attending for
  the first time, according to Christel E. Wagner of the US Department of
  Agriculture. The "Lotus" brand of fruit nectars is being introduced for
  the first time in Europe, says General Manager Augusto N. Velázquez,
  who has been very satisfied with the level of interest shown by
  visitors. He has already welcomed trade representatives from Italy and
  Spain on the stand. The roasted, spicy almond flakes and sticks from
  Palm Nuts are also appearing at the fair for the first time. They are
  an ideal complement to fresh salads, pasta and vegetable dishes and as
  a tasty snack to accompany wine or beer. The range includes varieties
  in flavors such as tomato and basil, cheese and sour cream. The new
  almond products have only recently been introduced to the US market but
  are already very popular, the company's representatives assure us.
  (Hall 5.2, Stand C-19, contact: Christel E. Wagner, telephone:
  +49/171/1781765)\
  \
  **The high quality standards imposed on Mexico's fruit growers are
  expected to pay off**\
  \
  Mexico's appearance at Fruit Logistica is dominated by the new EurepGap
  quality standard, according to Patricia Moreno of the Mexican Ministry
  of Agriculture. At present just three Mexican growers hold this
  certificate. The Citricola company, a supplier of limes, has been
  certificated since December 2003. It already exports 5,800 tons of
  fruit, grown on an area of 1,200 hectares, all over Europe. EurepGap
  requires that Manager Carlos Couturier Gaya submits daily reports. Only
  two per cent of his exports are intended for Germany, which is one good
  reason for using this major trade fair in order to establish contacts
  with German wholesalers. This is also one of the main aims of
  Asociación Productores Uva de Mesa. Based in the state of Sonora, the
  60 grape growers expect to be harvesting 193.5 tons annually by 2005,
  making them the first fully qualified representatives of the fruit
  sector in Mexico, according to César Salazar Platt. The association's
  director has been sounding out the German market since 2001. The
  result: "Golden Perlette" -- larger and sweeter than the grapes that
  are usually available in this country, and they are proving very
  popular with German consumers too. "A strong euro and 80 million
  Germans are ideal prerequisites for us." (Hall 6.2, C02, contact:
  Patricia Moreno, tel.: +32/474/990787)\
  \
  **Germany still the no. 1 market for Hungarian fruit and vegetables**\
  \
  As the staff on the stand emphazise, Fruit Logistica is the most
  important trade fair anywhere in the world for the Hungarian fruit and
  vegetable sector. In addition to the national marketing company and
  growers' organisation, the 150 square meter stand also includes eleven
  companies. Making their first appearance at the fair are Grand Coop
  (among its products are cherries, apricots, elderberries and asparagus)
  and Havita-Tész (water melons, honeydew melons, paprika). As in 2003
  exhibitors again include Árpád-Agrár (e.g. paprika, peperoni, tomatoes,
  brassicas) and Mórakert (potatoes, cabbage, lettuce, kohlrabi). Germany
  continues to be the main market for Hungarian fruit and vegetables,
  both in terms of value (2002: 28.58 % of total exports) and
  quantitatively (24.90 %). The next largest markets, by value, are those
  of Russia (18.55 %) and Austria (9.66 %), and in quantitative terms,
  Russia again (15.31 %) and Poland (11.57 %). The main crops in 2002
  were sweet corn, water melons and outdoor tomatoes, as well as apples,
  plums and sour cherries. (Hall 1.2, Stand B-06, contact: Zsuzsa
  Dobrotka, telephone: +36/1/4508891)\
  \
  **Sri Lanka is seeking trading partners for jackfruit and king
  coconuts**\
  \
  It is a fruit that only grows well in Sri Lanka and in certain parts of
  India. It can reach lengths of up to one meter and can weigh ten
  kilograms. It is known as the jackfruit. "If picked when young it can
  be used instead of meat or fish in curries. The ripe fruit can serve as
  a side dish and when extra-ripe it can be eaten as a dessert",
  according to exporter Camilus Fernando, Director of Princess Enterprise
  Ltd., one of five companies that are exhibiting typical Sri Lankan
  produce. Their aim is to establish jackfruit on the European market.
  This has already been achieved with the orange-skinned king coconuts.
  "We exported between ten and twenty tonnes of them to Europe in 2003",
  says Gamini Tissa Kumara from the Sri Lankan Export Development
  Authority. The milk is richer in protein that that of the standard
  coconut. "We believe that king coconuts will sell well here", adds
  Sivagnanam Gnanaskandan of Eastern Allied Agencies Ltd. The same
  applies to the orange-colored, creamy-sweet tasting "Karatha Kolumba"
  mango. So far we have only exported three tons of them to Europe. "We
  believe that good opportunities exist for expansion", says Kumara.
  (Hall 6.2, Stand A-16, contact: Gamini Tissa Kumara, tel.:
  +94/1/2300715)\
  \
  **Jordan's strawberries are competing with those from Europe**\
  \
  The Jordanian export promotion company HEPTTP, which has recently been
  created with the assistance of the World Bank, is appearing at the
  Fruit Logistica for the first time, accompanied by twelve producers of
  fruit and vegetables. "We want to see more of our excellent products on
  the German market", says Promotions Manager Manal Awamleh. These
  include dates from Al-Baraka Farm, the largest privately owned date
  farm in the country. "Next year we aim to export 2,500 tons of this
  fruit worldwide", claims Sales Manager Nadine S. Naber, who is looking
  in particular for buyers for fresh dates in Germany. These taste like
  green apples and contain a small amount of tannin. Khalil Abu Ghannam
  would like to see his strawberries sold on the German market too. They
  are grown in the fertile Jordan River valley, "a greenhouse without
  plastic sheets". He confidently claims that "between December and
  February I can beat competitors from Spain on the British market, with
  100 tons of high grade fruit". And his objective in 2005: with
  assistance from the GTZ he intends to obtain EurepGap certification for
  his strawberries. (Hall 6.2, Stand A-11, Jordan Export Development,
  contact: Manal Awamleh, tel.: +49/16095085503)\
  \
  **Vita/Bonduelle: a strong brand name for crisp fresh salads**\
  \
  The 1972 summer Olympic Games were a memorable occasion for Vita GmbH:
  by supplying this event with 5,000 kitchen-ready servings of salad the
  company laid the foundation for its current leadership of the German
  market in fresh convenience foods. Most of Vita's 82 million euro
  annual turnover is obtained from leaf and mixed salads, augmented by
  salad bowls, dressings and pan-prepared meals. "The trend is away from
  mixed salads to salads comprising a single item", says Vita's company
  secretary Alfred Allgaier, listing the new varieties: salad spinach,
  corn salad and rocket, washed and ready. The company, which is based in
  Reutlingen, has been working together for many years with a number of
  contractual partners, who grow the produce in accordance with strictly
  specified rules and ensure that it does not lose its crispness after it
  has been processed. All the ingredients are grown outdoors, in summer
  within the region, and in winter in Spain and the South of France. More
  than half the production is destined for hotels and restaurants, and
  customers include McDonald's and Deutsche Bahn, with the remainder
  being sold through retailers. At the end of last year the
  Reutlingen-based company was taken over by the French Bonduelle group.
  By this autumn at the latest produce from the two companies will be
  appearing with a uniform design. (Hall 1.2, Stand D-06, contact: Alfred
  Allgaier, tel.: 0170-221 08 88)\
  \
  **Del Monte's best pineapples graded in clothing sizes, and available
  at "sampling stations"**\
  \
  Pineapples in sizes from S to XXL, "Pick 'n' Mix" salads and "fruit for
  free": These are just some of the marketing innovations with which the
  fruit grower and merchandiser Del Monte Fresh Produce GmbH will be
  using in order to present its products in German retail outlets this
  year. "Pick 'n' Mix salads will be available in the autumn in 40 gram
  bags. This enables singles to buy small portions or combine several
  varieties", says Olaf Ehlers, Marketing Manager for Germany. "And if
  customers want to wait at the checkout they can sample small,
  pre-packed portions of pineapple or melon. This will definitely have an
  impact on buying behavior", Ehlers adds. The company's results have
  been impressive: despite unfavorable weather last summer, reducing
  profits for the third quarter by 2.9 million dollars, the company
  reported an increase in sales proceeds of 300 million dollars for the
  first nine months of the year. "Plant breeders have created a new
  variety, Honey Gold, which will be making its appearance in 2006",
  reports Ehlers. It will stay fresh for longer and will also be
  available in sizes S to XXL. (Hall 6.2, Stand D -02, contact: Olaf
  Ehlers, tel.:+49/1624668695)\
  \
  \
  **Intense competition in the retail food sector -- strategies to deal
  with a drop in prices**\
  \
  On Thursday afternoon the retail food sector was on the agenda at the
  Hall Forum. Ulrich Eggert of the business consultants
  BBE-Unternehmensberatung in Cologne briefly outlined the general
  economic situation and previewed the coming years and decades.
  Consumption will be additionally and negatively influenced by a
  stagnating economy and an ageing society, as well as by the effects of
  increased investment by individuals anxious to provide for themselves
  in later life. Moreover consumption in traditional retail outlets will
  continue to decline, and this will not only apply to food products.
  Consumers will also be spending far more on travel and services. One
  area that will continue to expand is that of wellness and health. This
  offers more positive prospects in a market that, as a whole, is only
  expanding slowly. The fruit and vegetable sector will have to convey an
  appropriate image of these products to consumers, explaining to them
  that spending money on fruit is the best way of ensuring continued good
  health. In closing Heinz Meinken of Dole Fresh Fruit Europe outlined
  the advantages of category management: A precise analysis of the
  product range and of all commercial and operational processes, as well
  as close collaboration between the various stages in the trade, can
  provide an important and positive impetus to sales.\
  \
  **Over 80 per cent of the entire production and sales chain is involved
  in the DFHV**\
  \
  The organization representing the German fruit trade, the Deutsche
  Fruchthandelsverband (DFHV), has just under 200 direct members and an
  equal number of indirect members. As the association's General Manager,
  Dr. Andreas Brügger, points out: "The association represents every
  stage in the chain from production to sale." Members also include
  leading retail groups such as Rewe, Tengelmann, Edeka and Markant, as
  well as major import companies, including Atlanta, vanWylick, Cobana
  Fruchtring, Bocchi and Anton Dürbeck. "Well over 80 per cent of the
  entire chain are in the organization" says Dr. Brügger. He adds that,
  at 200 kilograms each, Germans are Europe's leading consumers of fresh
  fruit and vegetables. But he expressed his disappointment at the lack
  of appreciation of the value of this produce in Germany. "The best
  quality items, with regard to the inner value, i.e. the flavor, are
  sent to Britain and Scandinavia or remain in the country where the
  produce was grown." In these countries people have come to realize that
  premium quality comes at a higher price.\
  \
  With regard to the importance of the fair the DFHV General Manager
  stated: "Fruit Logistica has evolved into an exceptionally powerful
  trade fair. All the big names in the fruit and vegetable sector meet
  here. It features displays from many different cultures and presents a
  true picture of globalization, and it also exerts an economic strength
  that other industries can only dream of." (Hall 2.2, Stand D -12,
  contact: Dr. Andreas Brügger, telephone: +49/172/2117255)\
  \
  **Ivory Coast: pineapples with guaranteed quality**\
  \
  "For us Fruit Logistica is the only truly international trade fair for
  fruit and vegetables", says Philippe Mavel, describing in the same
  breath the main features of the golden yellow Cayenne Lisse pineapples
  on display on his stand: "A fine balance between sweet and sour". Mavel
  is the European representative of the organization O.C.A.B., a pool
  whose members consist of pineapple and banana growers in the Ivory
  Coast growing produce for export. The 20 members represent just under
  5,000 growers, which is over 90 per cent of the total pineapple
  production in this African country. Despite strong competition from
  Central America the O.C.A.B. has been able to achieve a 40 per cent
  share of the European market. "Over the past six years pineapple
  consumption in Europe has increased by 200 per cent", says Mavel with
  evident delight. It is hoped that sales to countries such as Poland and
  Russia will help to secure further growth in the future.\
  In addition to accurate traceability, these delicious sun-ripened
  fruits can now demonstrate their quality individually: two years ago
  Lucien Delzechi, a member of O.C.A.B. and himself the owner of a 400
  hectare plantation, adapted an instrument that was originally developed
  to analyze melons to enable it to be used on pineapples too A scanner
  exposes the fruits to a light that enables the acidity and sugar
  content, degree of ripeness and various other qualitative features to
  be determined without harming the fruit. (Hall 4.2, Stand B-02a,
  contact: Philippe Mavel, tel.: +33-608 86 00 79)\
  \
  **The growing importance of exotic produce**\
  \
  Edeka, the leader in the German food trade for several years, is
  represented by its fruit office at Fruit Logistica. In 2003 overall
  turnover by the Edeka group totaled 31.3 billion euros, a 2.4 per cent
  increase compared with 2002. Provisional estimates put the turnover in
  the greengrocery sector at over 950 million euros. The company attaches
  the greatest importance to produce that is fresh every day, as well as
  of excellent quality and good value for money. The assortment is a wide
  one, including not only traditional produce such as apples, pears, and
  citrus fruits but also exotic items like physalis, papayas, kumquats
  and mangoes, which are of growing importance. At the heart of the
  display are Edeka's own brands: "Rio Grande" (fruit), "Gärtners Beste"
  (vegetables) and "Bio Wertkost" (organically grown fruit and
  vegetables). (Hall 2.2, Stand C-15, contact: Mailin Böckmann,
  telephone: +49/40/302090)

   

   

  **Invitation to share in joint ventures with major Russian fruit and
  vegetable dealers**\
  \
  The Russian market for fruit and vegetables is enjoying an
  unprecedented boom. Banana consumption, for example, doubled between
  1999 and 2003, although it is still only half the European figure. JFC
  Company claims to have captured a significant share of this market,
  supplying half of all the bananas and a third of all oranges sold in
  Russia. Turnover in 2000 was around 100 million US dollars. Within just
  three years it reports that its sales have trebled, due to its trading
  links with companies in 20 countries. "Russia has undergone a
  remarkable development. On behalf of the company and of the Russian
  people I invite you to take part in joint ventures with our country",
  says Vladimir Kekhman, President of JFC Company, addressing potential
  partners during FRUIT LOGISTICA 2004. The Sunway Group has also
  established far-reaching business relations. This fruit and vegetable
  dealer and importer is collaborating with companies such as Maroc,
  Sunway Ecuador, Outspan, Cape, Safe and the Spanish fruit authority.
  (Hall 6.2, Stand D-03 and Stand B-07)\
  \
  \
  **Argentina: where pears and lemons take to the road**\
  \
  The world's leading exporter of fresh pears is completely satisfied
  with his first visit to this fair. "Next year we will definitely be
  here, with an increased display area", asserts Miguel A. Miguel from
  the Argentine Fruit Farming Chamber. Last year the \'birthplace of the
  tango' exported just under 1.1 million tons of fresh fruit, more than
  half of it to the EU and almost 200,000 tons to Russia. This is a
  convincing enough reason for the 20 exhibitors to present the entire
  range of produce to their main customers. In Argentina seven companies
  account for around 90 per cent of all fruit exports. They include Tres
  Ases, which has an annual turnover of 14 million euros. Vice President
  Gabriel Mario Grisanti, an exporter of pears, apples, plums and lemons,
  expects the fair to assist opening up the market in Eastern Europe.
  Javier Gustavo Bauzá, who provides services for dealing with customs
  formalities and logistics, is working together with 30 exporters who
  account for half of all citrus exports, amounting to nearly 250,000
  tons annually. "We met many of our existing customers as well as
  numerous potential new customers here", was the delighted response by
  this businessman, for whom Germany ranks fourth in importance in his
  exporting activities. Of course the largest grower and processor of
  lemons in Argentina is attending too. The San Miguel company farms
  5,600 hectares and produces over 200,000 tons of this vital source of
  vitamin C annually. (Hall 5.2; Tres Ases: Stand C 18, contact: Gabriel
  Grisanti, tel.: ++33-61-299 31 93; Javier Gustavo Bauzá: Stand D-04;
  San Miguel: Stand C-22)\
  \
  \
  **New Zealand "shaves" its kiwi fruit for the Fruit Logistica**\
  \
  Tony Fissette has been attending the FRUIT LOGISTICA ever since it was
  first held. "Almost all of our customers from back then now have their
  own stands", says the Managing Director of Enzafruit New Zealand N.V.
  He is currently holding discussions with numerous people about the
  latest export success from the islands: an apple called "Jazz", which
  is reputed to be crisp and sweet but with a hint of tartness too. It
  proved extremely popular when tested in Germany, Sweden and Spain.
  Fissette announced that it will be launched commercially in May. With
  many years of experience to back him up he is aware that Germans are
  very keen on New Zealand apples. "75 per cent of our apples are sold to
  the German market", Fissette says. New Zealand's 'national fruit', the
  kiwi fruit, has also enjoyed great popularity for many years. It is
  usually green, although there are an increasing number of yellow
  varieties too now. "We are anticipating a good harvest, enabling us to
  supply 'Zespri-Gold' in May", says the Marketing Manager Norbert
  Tebelmann of Zespri International Europe N.V. This particular variety
  of kiwi fruit has been bred to eliminate the hairy skin, tastes sweeter
  and has one major advantage: "It tastes good with the skin too",
  Tebelmann reports. (Hall 4.2, Stand D -30, contact: Tony Fissette,
  tel.: +32/11689941 and Stand B-01, contact: Norbert Tebelmann, tel.:
  +49/1713654650)\
  \
  **Macedonia: cabbages and tomatoes, cosseted by the sun**\
  \
  "Our main efforts at Fruit Logistica are aimed at finding strategic
  partners for the sale of our products", explains Aleks Stoilkov,
  General Manager of von Mak-Smolarski Noj, who claim to be the largest
  fruit and vegetable growers and dealers in Macedonia. The 12-man
  organization mainly supplies tomatoes, paprika, water melons, cabbage,
  leeks and onions. "We have already received orders for 500 tons of
  dried tomatoes", the businessman reports, referring to his latest
  product. And what is so special about that? "In Macedonia the sun
  shines for more than 300 days a year. Because our farmers do not have
  much money to spend on fertilizers and pesticides, our products could
  be described as naturally organic". Just under half of the country\'s
  25,700 square kilometers are devoted to agriculture, and four fifths of
  the farms occupy less than three hectares. Agriculture and the food
  industry account for 20 per cent of the country's GDP. Last year this
  country, which has a population of 2 million, produced 166,000 tons of
  potatoes, almost 130,000 tons of tomatoes and over 125,000 tons of
  water melons. Sixty per cent of the fruit and vegetables grown in
  Macedonia are exported. Germany is its main trading partner. (Hall 5.2,
  Stand A-12, contact: Aleks Stoilkov; tel.: 00389-70 21 40 37)\
  \
  **Inova from Poland is seeking business partners in southern Germany**\
  \
  According to the ZMP agency, Poland accounts for approximately half of
  the population of the new member countries of the EU and also for half
  of the total fruit production. Compared with the current 15-nation EU,
  a larger proportion of fruit is used for processing in the new member
  states. Poland is Europe's largest manufacturer of apple and berry
  juice concentrates and of frozen fruit. The Polish combined stand in
  Hall 3.2 has been organized by the Center for Interregional Economic
  Co-operation "Wielkopolska", and the Inova company is one of the six
  exhibitors. It is attending Fruit Logistica for the first time and its
  General Manager Andrzej Bukowczyk expresses his great satisfaction with
  the interest shown in his display by visitors. For example, he has made
  contact with representatives from Belgium, the Netherlands, Germany and
  Saudi Arabia. Inova already has customers in northern Germany, and now
  efforts are being intensified to find business partners in southern
  Germany too, Bukowczyk says. This is the main focus of their efforts at
  the fair. The company manufactures paper inserts for packing cases and
  plastic boxes. One packing unit can hold between 16 and 59 fruits.
  (Hall 3.2, Stand A-12, contact: Andrzej Bukowczyk, telephone:
  +48/608/024798)\
  \
  **Dutch Flower Council believes that supermarkets have the potential
  for expanding the market**\
  \
  On the Dutch stand at Fruit Logistica, featuring the cultivation of
  ornamental plants, the main emphasis is on marketing concepts that use
  supermarkets as the sales channel. The Dutch Flower Council believes
  that plant sales and the profitability of plants sold through
  supermarkets could be substantially improved. A new analysis model is
  being demonstrated at the fair. This enables supermarkets to optimize
  the growth of their returns in their flower and plant departments. This
  DPP model (Direct Product Profitability) has been developed in
  association with the market research organization AC Nielsen. The areas
  under cultivation in the Netherlands in 2002, in hectares, are as
  follows: decorative plants under glass 6,214, cut flowers 3,578, pot
  plants 1,272 and outdoor cultivation of decorative plants 40,306. Once
  again by far the largest export market is that of Germany. In 2002
  exports of cut flowers to Germany were valued at 922.4 million euros,
  followed by the UK, 554.7, and France with 420.5 million euros. (Hall
  3.2, Stand C-07, contact: Liliane Maillard, telephone: +49/211/4927512)
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  **Over 22,000 highly qualified trade visitors from some 90 countries -\
  Global overview of the market in the exhibition halls -- Outstanding
  supporting program - Record attendance, accompanied by further
  qualitative improvements**\
  \
  **Fruit trade in the EU is worth billions**\
  \
  A sharp rise in the numbers of international trade visitors, intensive
  business contacts at the highest level, and a global overview of the
  international fresh produce trade, its products and its services were
  among the main features of FRUIT LOGISTICA 2004 Berlin. More than
  22,000 (2003: 15.800) highly qualified trade visitors from some 90
  countries attended this the premier fair for the international fruit
  and vegetable. The focus of attention on the stands, which occupied a
  hall area of 36,000 square meters, was on the latest products, systems
  and processes involved in the entire logistical chain in the fruit and
  vegetable sector. The rise by some 38 per cent in the numbers of trade
  visitors was due primarily to increased attendance from EU countries
  such as Italy, France and the Netherlands, as well as from the
  countries that will shortly be joining the EU, especially Poland,
  Hungary and the Czech Republic. Three quarters of all trade visitors
  occupy senior positions within their companies. Moreover some 90 per
  cent exercise a decisive influence on purchasing or procurement
  decisions. Over 97 per cent of trade visitors confirmed having gained a
  very good or good overall impression of the three-day trade fair.\
  \
  The 1,112 exhibitors from 54 countries agreed that there had been
  excellent contacts with importers, exporters, wholesalers, retailers
  and with business associates representing every stage in the fruit and
  vegetable trade. "Despite the difficult economic conditions attendance
  at FRUIT LOGISTICA was impressive, setting new records and with a
  noticeable improvement in quality too. Participants comprised a
  veritable who's who of the worldwide fruit trade", was how the Chief
  Operating Officer of the fair organizers, Dr. Christian Göke, summed up
  the undoubted success of FRUIT LOGISTICA 2004. Compared with the FRUIT
  LOGISTICA 2003 this year's fair included 20 per cent more countries, a
  21 per cent increase in hall area, 30 per cent more exhibitors and 39
  per cent more trade visitors.\
  \
  \
  **In 2003 the EU produced 79 million tons of fruit and vegetables**\
  \
  During the FRUIT LOGISTICA the ZMP (Zentrale Markt- und
  Preisberichtsstelle GmbH), Bonn, an organization which monitors markets
  and prices, provided figures showing the strength of the fresh fruit
  and vegetable market in the EU and the patterns of trade that will
  follow the expansion of the community on 1 May: according to the
  Structural Survey of Agriculture 1999/2000 there are some 2.25 million
  businesses in the current EU which are engaged in the cultivation of
  fruit trees and bushes and in growing vegetables, on an area measuring
  3.2 million hectares. Last year the production of fruit and vegetables
  in the EU totaled some 79 million tons. Taking as a sum total the
  production in the EU and the balance obtained from foreign trade, the
  fruit and vegetables intended for the fresh produce market amounted to
  a market volume of 63.6 million tons. In 2002 fruit and vegetables had
  a production value of 32.9 billion euros. Taken together, these two
  sectors have a production value roughly equivalent to that of cereals.
  Each year the trade in fruit and vegetables between EU member countries
  amounts to as much as 20 million tons. Exports total four million tons,
  while imports amount to 9.1 million tons.\
  \
  **New EU member states have a greater importance as sales markets**\
  \
  When the EU expands on 1 May 2004 to include ten more states it will
  then comprise some 450 million consumers. These new member countries
  produce 14 million tons of fruit and vegetables. The role of these
  countries as suppliers of fresh fruit and vegetables is of secondary
  importance. The EU imports less than 300,000 tons of fresh fruit from
  these countries, with the main suppliers being Poland, Hungary, the
  Czech Republic and Cyprus. The volume of imports of fresh vegetables is
  even lower amounting to around 180,000 tons. Poland accounts for two
  thirds and Hungary for one third of the total. The new member countries
  are of far greater significance as export markets for EU produce. Given
  their climate they are unable to compete with many of the items. A
  large share of the EU's fruit exports, up to 1.2 million tons, are sold
  in the new member states, mainly to Poland, the Czech Republic and
  Hungary, with over 400,000, 200,000 and 100,000 tons respectively. The
  export of fresh vegetables to the new member countries is also greater
  than the trade in the opposite direction. In 2002 a total of 460,000
  tons went to the new member countries. Poland was also the main market
  for vegetables with a figure of 140,000 tons. Over the next few years
  we can expect an increase in the production of apples in Poland and of
  stone fruits in Hungary, according to estimates by the ZMP. It is
  likely that these countries will also attempt to strengthen their
  position as suppliers of fresh produce.\
  \
  **Fruit trade in Germany achieves sales of 18 billion euros**\
  \
  According to the ZMP, in 2003 the 2,700 or so companies active in the
  fruit trade in Germany achieved sales, based on projections, amounting
  to 18 billion euros (2002: 17.9 bi.). The consumption of fresh fruit
  and vegetables by the German market in 2002/2003 was in the region of
  16.655 (provisional figure) million tons (2001/2002: 16.833 mi. t).
  This means that per capita consumption in Germany amounted to 201.8
  kilograms of fruit and vegetables (2002/2003, provisional figure),
  compared with 204.2 kilograms during 2001/2002.\
  \
  **97 per cent of exhibitors had a positive overall impression**\
  \
  Among the main objectives of exhibitors attending the FRUIT LOGISTICA
  2004 were to obtain more exposure for their companies/to cultivate the
  corporate image, to attract new customers and to maintain and develop
  existing business relationships. These objectives were met to a high
  degree by exhibitors. Two thirds of them featured new items or
  improvements to existing products on their stands, and were also able
  to supply trade visitors with vital information. Consequently 93 per
  cent of exhibitors declared themselves satisfied with the commercial
  success of their participation in the fair. This was also borne out by
  the expectations that they expressed regarding follow-up business. More
  than 88 per cent of exhibitors expect satisfactory results (good to
  very good follow up business is expected by 56.3%). A positive overall
  impression of this year's FRUIT LOGISTICA was gained by 97 per cent of
  exhibitors. If the opportunity were to arise, 96 per cent of exhibitors
  would recommend participation in FRUIT LOGISTICA to colleagues or
  business associates. At the time the survey was conducted 94 per cent
  of all exhibitors stated their intention of attending the next FRUIT
  LOGISTICA in Berlin.\
  \
  **Trade visitors: senior decision-makers and thoroughly
  international**\
  \
  Turning to the make-up of those attending the fair, 65.3 per cent of
  trade visitors came from abroad (90 countries), 23.1 per cent from the
  former West Germany and 4.9 per cent from the new federal states in the
  east, with 6.7 per cent from Berlin. In particular, the proportion of
  trade visitors from abroad was over 65 per cent, well above the
  previous year's figure (2003: 54%). Most foreign trade visitors came to
  Berlin from other EU countries and from the countries of Central and
  Eastern Europe. The most commonly named countries of origin were Italy,
  the Netherlands, Spain, France, Poland, the United Kingdom, Austria and
  Switzerland.\
  \
  Trade visitors identified themselves primarily as representatives of
  import/export businesses (32.7%), growers of fruit and vegetables
  (27.4%) and of the wholesale trade (14.4%). The retail trade accounted
  for 11.4 per cent of the total. Trade visitors also revealed
  outstanding levels of professional competence: over 75 per cent admit
  to holding a senior position (e.g. general manager, company secretary,
  head of department) within their respective companies. The areas within
  their companies that they represented were business/operational
  management (41%), marketing/sales/advertising/PR (24.5%) and
  buying/procurement (24.3%). In addition more than 89 per cent of the
  trade visitors stated that they exercised a significant influence on
  their companies' purchasing and procurement decisions. Trade visitors
  were interested above all in fruit and vegetables, packaging and other
  services at all stages in the trade in fresh produce.\
  \
  Whereas last year only just over half of all trade visitors (55.4%)
  regarded the economic situation in their own industry as rather
  favorable, this year the proportion of those taking a positive view
  rose to more than 70 per cent. More than 94 per cent of all trade
  visitors described the commercial results of their visit to the fair as
  positive. Of these 77 per cent assessed their commercial results as
  "very good" or "good". Although signing contracts was not the main
  objective, nevertheless around 20 per cent of trade visitors did
  finalize deals during the fair. More than a quarter of them reported
  orders worth more than €100,000. Moreover three quarters of the trade
  visitors were able to establish new business contacts during FRUIT
  LOGISTICA. In addition 68 per cent of trade visitors are expecting
  further negotiations or commercial transactions after the fair as a
  result of the contacts made there.\
  \
  The range of items on offer at FRUIT LOGISTICA was regarded as very
  good or good by 86 per cent of trade visitors. Most trade visitors
  (88.6%) stated that they had seen innovative products or services on
  offer during their tour of the fair. Almost all trade visitors (97.0%)
  obtained a very good or good impression of this year's FRUIT LOGISTICA.
  Ninety five per cent of trade visitors would recommend a visit to FRUIT
  LOGISTICA to their colleagues or business associates. And finally, 89
  per cent of all trade visitors announced their intention of attending
  the next FRUIT LOGISTICA.\
  \
  **Statements by the industry document the success of FRUIT LOGISTICA**\
  \
  "FRUIT LOGISTICA has evolved into an exceptionally powerful trade fair.
  All the big names in the fruit and vegetable sector meet here. It
  features stands from many different cultures and presents a true
  picture of globalization, while also bringing together an economic
  strength that other industries can only dream of", was how Dr. Andreas
  Brügger, General Manager of the fruit trade association Deutsche
  Fruchthandelsverband (DFHV), described the success of the fair. Karl
  Pohler, CEO of IFCO Systems N.V., was optimistic about the future
  following FRUIT LOGISTICA, because this fair reflects the mood in the
  industry and indicates developments in this sector during the coming
  year. "Here at the fair we can obtain invaluable information which
  influences the expansion and the continual improvements being made to
  our products and services", said Pohler. For the world's largest fruit
  producers Dole the FRUIT LOGISTICA "has become the focal point of the
  way in which we present the company to the outside world", emphasized
  Heinz Meinken, Trade Marketing Manager, Dole Fresh Fruit Europe OHG.
  "Many of our customers from Germany, Scandinavia and Eastern Europe
  make their way to Berlin and meet with us here." For Dirk Allerding,
  Trade Manager for Fruchtimport van Wylick GmbH, the FRUIT LOGISTICA is
  an outstanding platform for making personal contacts. Atlanta AG, the
  largest fruit company in Europe, also lent its weight to this
  statement: "As far as I am concerned the FRUIT LOGISTICA is the leading
  event in the world on account of the response by trade visitors from
  around the globe", according to board member Robert Zerres.\
  \
  Italy was represented by 189 exhibitors at this year's FRUIT LOGISTICA,
  and the importance attached to this event was underlined, for example,
  by the presence of the Italian Minister of Agriculture Dr. Giovanni
  Alemanno. The politician announced that increased support would be
  provided for Italian firms and organizations wishing to take part
  "because FRUIT LOGISTICA is the most important meeting place for the
  fruit trade in Europe." Italy is committed to making constant
  improvements to its products in order to maintain their high quality
  standards. And after his visit to Berlin Max Binder, President of the
  Swiss lower house of parliament, the National Council, described the
  value of this fair in similar terms: "Everyone of any importance makes
  sure that FRUIT LOGISTICA is included on their agenda." This was
  demonstrated by the large number of participants from around the world.
  "It is quality that ensures your strong position on the market, so use
  it." It was with this appeal to the representatives of the fruit and
  vegetable market that Germany's Minister for Consumer Protection,
  Renate Künast, officially opened the Fruit Logistica at the ICC Berlin.
  Reform of the Common Agricultural Policy provides an opportunity to
  reward quality and not quantity in the future. The task is now to make
  this quality clearly evident to consumers.\
  \
  "We are delighted that FRUIT LOGISTICA is undisputed as Europe's
  largest trade fair for the fruit and vegetable sector, and that it
  takes place in Germany", stated Karl Schmitz, General Manager of the
  national growers' organization Bundesvereinigung der
  Erzeugerorganisationen Obst und Gemüse e.V. (BVEO). Jürgen Boruszewski,
  General Manager of Cobana Fruchtring GmbH & Co KG, described his
  company's appearance at the fair as highly efficient: "With specialists
  from our member businesses in every region on the stand it served as a
  highly effective source of contacts and information for the fruit
  trade." "With their combined stand the twelve participating central
  markets illustrated their indispensable position as part of the supply
  chain that extends from the growers to the consumers", was how Dieter
  Krauss, President of the fruit companies' association Bundesverband der
  Deutschen Fruchthandelsunternehmen e.V., described the value of this
  year's participation in the fair under the aegis of the GFI. In recent
  years the FRUIT LOGISTICA has evolved into a hub for the international
  fruit trade, said Charles Collard, Director of Sopexa. For David
  Carmona of the Foreign Trade Promotion Organization of the Extremadura
  region (Spain) too the FRUIT LOGISTICA is the most important of trade
  fairs, "because we can demonstrate our potential as a major fruit and
  vegetable-growing region to importers and the retail food trade, as
  well as developing new markets for our products."\
  \
  Christiane Bell, Senior Department Manager, Metro, regards the FRUIT
  LOGISTICA as "an important communication platform for meetings of our
  product group". No other venue offers such opportunities for
  communication. "As Michael Sempf, Crop Business Manager, Syngenta,
  stated: "at the fair we are not only seeking to cultivate contacts with
  customers in the seed sector \... but also to develop partnerships as a
  means of establishing our innovative products on the market." For
  Alfred Allgeier, Company Secretary of Vita GmbH, the fair is important,
  "as a means of creating a greater awareness among our customers in the
  retail food sector of our marketing aims". And we also want to work
  together with our customers in the catering sector in order to develop
  new logistical concepts."\
  \
  "For us FRUIT LOGISTICA is the only truly international fruit and
  vegetable trade fair", said Philippe Mavel, the representative for
  Europe of O.C.A.B. (Ivory Coast), emphasizing the importance of
  participation for his country. For Wolfgang Putzinger too, CEO of Steco
  Pool Logistics GmbH, attendance at FRUIT LOGISTICA is absolutely
  essential. Each year we meet customers from the trade, packing
  companies and farmers too. Patricia Moreno of the Mexican Ministry of
  Agriculture regards FRUIT LOGISTICA as a test market "because we can
  prepare our products for the new EurepGap quality standard and here we
  can also find out the reaction to them by the European market". Peru,
  the world's biggest exporter of fresh asparagus, (53,000 t in 2002)
  reported many business contacts during the first appearance at the fair
  by Instituto Peruano del Espárrago y Hortalizas, "which should be used
  to boost sales of our products", according to its Manager, Beatriz
  Tubino Bardales.\
  \
  Appearing as part of the US presentation, Puerto Rico made many
  contacts with customers from around the world. "We had many visitors,
  not only from Europe but also from Kuwait, Dubai, Angola and Morocco.
  Next year we will have a larger stand and more examples of typical
  regional products", announced Miguel I. Becceril, Director Puerto Rico
  Department of Agriculture.\
  \
  With their sights set on the imminent eastward expansion of the EU the
  exhibitors from six of these countries were also satisfied with events
  at the fair. For example Ewa Marciniak, Chair of the Wielkopolska
  Regional Chamber of Industry and Agriculture, was delighted with the
  keen international interest in products such as mushrooms, apples and
  tomatoes. Zsuzsa Dobrotka, Project Manager for Hungary\'s AMC
  Agrarmarketing Center, felt that the interest shown by the trade press
  from around the world, for example in the country's preparations for EU
  membership, was remarkable.\
  \
  The next event takes place from 10 to 12 February 2005\
  \
  FRUIT LOGISTICA 2004 was organized by Messe Berlin GmbH, in
  co-operation with Fruchthandel Magazin (Düsseldorf). The next FRUIT
  LOGISTICA will be held from 10 to 12 February 2005.\
  \
  Press releases, daily reports from the fair, the FRUIT LOGISTICA logo,
  press photos of this year's fair and statements by exhibitors (with
  photos) can also be found on the internet at www.fruitlogistica.com
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