Agriculture, Food & Beverages Sector Profile [1] - Cuba

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1 January 2013 Produced by the Canadian Trade Commissioner Service Agriculture, Food & Beverages Sector Profile [1] - Cuba 1. Sector Overview Cuba's Agricultural Market Cuba's agriculture sector is vital to the economy, with prominent products such as sugar, tobacco, and citrus products. Cuba's agriculture sector, however, faces several challenges, including a lack technology and investment to significantly modernize production. Accordingly, Cuba imports approximately 80% of its food requirements, valued at approximately US$1.5 billion annually. Imports are largely comprised of wheat, corn, powdered milk, flour, and soybean oil, which account for nearly 75% of imports. [MercoPress, 2011]. Canada's Position in Cuba In 2011, Canada exported over $115.1 million in domestic agri-food products to Cuba. This is an increase of over 9% from 2010 ($105 million), which accounted for approximately 7% of Cuba's food imports. Top agri-food exports from Canada to Cuba in 2011 included wheat nes and meslin, accounting for more than half of all agri-food exports (55.3%), followed by dried, shelled peas (16.7%), durum wheat (6.9%), milk powder (5%), and boneless, frozen bovine cuts (3.6%). Of Canada's largest agri-food exports, products which lead growth in 2011 included wheat nes and meslin (increase of 25.8%), durum wheat (increase of 216.7%), milk powder (increase of 50.9%) chicken and capon cuts and edible offal (increase of 1,629.8%), cured swine bellies, streaky and cuts (increase of 57.7%), lucerne (alfalfa) meal and pellets (increase of 123.1%), and frozen nes swine cuts (increase of 304.7%). Canada's Top 5 Agricultural Exports to Cuba (2011) Wheat nes and meslin Peas, dried, shelled Durum wheat Milk powder (not exceeding 1.5% fat) Bovine cuts boneless, frozen $63.7 million $19.2 million $8.0 million $5.8 million $4.2 million

2 Competition in Cuba's Agricultural Market Cuba imports agricultural products from over 40 countries. The most important supplier is the United States (under U.S. aid provisions) which supplies Cuba with over 25% of their agricultural imports. American suppliers are at an obvious advantage given their proximity to Cuba, around 150 km from the coast of Florida, which lessens shipping costs and increases convenience levels. To provide an idea of the magnitude and the type of U.S. agricultural interest in Cuba, it is worth noting that at the 2011 Havana International Fair (FIHAV) over 30 U.S. agricultural companies participated including: Cargill, Pepsico, and Tyson Foods. Despite the advantages for U.S. companies, the U.S. has seen its agricultural exports to Cuba decline from a high of $710 million (USD) in 2008 to $350 million (USD) in 2011 losing market share to other competitors (such as Brazil, Vietnam, and Mexico). The principal reason for the loss of market share is the more onerous payment terms required under U.S. law (these exports must be on a cash basis meaning that payment precedes shipment and no U.S. credit can be offered). In 2010, the largest agricultural exports from the U.S. to Cuba included frozen poultry (27% of exports), corn (26%), soybeans (11%), soybean oil (7%), and brewing/distilling dregs (6%). Wheat came in sixth accounting for 5%, followed by frozen pork at 4% (U.S.-Cuba Trade and Economic Council). Structure of the Cuban Food Market: The Cuban food market consists of two principal segments: the domestic market, which makes most of its food purchases in national pesos, and the hard currency market (el Mercado en divisas, which uses the convertible Cuban Peso called the CUC ) which consists of the Hotel, Restaurant and Institutional (HRI) sector and other CUC shops. The government run food stores are reasonably priced but are of limited variety and often lower quality. Non-government run food stores have a larger variety, however, they generally deal only with CUCs, as opposed to the national currency, which is much harder for Cubans to obtain and is more expensive. The Empresa Cubana Importadora de Alimentos (ALIMPORT) is responsible for the importation of roughly 80-90% of Cuba's agricultural imports. They are the sole approved importer for certain products such as: wheat, fresh fruits, vegetables and meat. ALIMPORT is a state corporation, and its largest shareholder is the Ministry of Foreign Trade. ALIMPORT principally purchases for its national peso stores (and in support of the Cuban ration booklet), but it also has some CUC stores. Moreover, ALIMPORT is the supplier to many of the CUC retail shops found throughout Cuba. ALIMPORT has 4 divisions (cereals, meats and dairy, grains, and hard currency shops). In addition to this, they import those products for which they have legal exclusivity (such as wheat or fresh fruit) on behalf of Cuban entities active in the tourism sector. To receive ALIMPORT contact information, please The Canadian Embassy in Havana at havan-td@international.gc.ca. Cuba's tourist industry is almost exclusively managed through companies falling under the following three Government entities: The Cuban Ministry of Tourism (MINTUR), the Cuban Ministry of the Armed Forces (MINFAR) and Habaguanex, which is the entity responsible for supplying the hotels and tourist facilities located in the city of Havana. The MINTUR enterprise responsible for agricultural imports is the Comercializadora ITH

3 (simply referred to as ITH). Gaviota is the MINFAR tourist operator and its agricultural importer is A.T. Comercial. Should you be interested in more information on these agencies and others which actively import agricultural products; please contact the Canadian Embassy in Havana at Distribution and sales channels: Trading Houses play an important role in supplying Cuba with its agricultural needs. There are several Canadian trading houses actively selling agricultural products in Cuba. The principal reasons for the popularity of trading houses are: their facility in providing containers with a large variety of goods and the reluctance on the part of some producers to be visible in Cuba or to deal directly with Cuban state entities. It should be noted, however, that the Cuban government prefers to import directly from the Canadian source. Imported goods are typically sold through small retail stores and a few modest supermarkets. Some imported agricultural goods are destined for the local population (wheat, milk protein, rice) while others (such as most processed goods) are destined for the tourism sector and the hard currency retail shops. Should you be interested in more information on Canadian trading houses which actively export to Cuba please contact the Canadian Embassy in Havana at havan-td@international.gc.ca. 2. Market and Sector Challenges (Strengths and Weaknesses) There are few Cubans with the means to purchase high-value agricultural products. Therefore, for suppliers of these high-end agricultural products, the Cuban consumer market is, for all intents and purposes, the country's 2.5 million annual tourists. For this reason Cuba is a very interesting market for Canadian companies, as approximately 1 million (40%) of Cuba's annual tourists are Canadians. Canadian companies are consequently in a better position than our competitors to speak to the preferences of visiting tourists. In order to sell agricultural products to Cuba, you must be an approved supplier for a Cuban agricultural importing entity. Cuban importers have demonstrated a strong preference to deal with companies who have proven track records (ideally at least five years), and some experience in foreign markets. Accordingly, new companies or individual entrepreneurs may not be considered seriously by importers. That said, Canadian companies continue to be sought after for various reasons including our proximity, product excellence, and familiarity for Canadian tourists in Cuba. Two factors which tend to work against greater Canadian commercial interest in Cuba is the longer payment terms often required by Cuban importing entities (terms of 180 to 360 days are common) and Canada's limited credit vis-à-vis our competitors. Cuban Agricultural Reforms The Cuban government has been trying to boost agricultural production in order to decrease bulk food imports. While there have been some successes, the need for food imports is expected to remain strong for the foreseeable future. Many of the products

4 that Canada currently sells to Cuba are not easily produced in Cuba and are products where Canada competes well internationally (for example, wheat and seed potatoes). In addition, Cuba's focus on food security should increase opportunities for Canadian agricultural inputs such as: fertilizers, genetics, animal pharmaceuticals and machinery. 3. Sub-Sector Identification Significant opportunities exist for Canadian exporters in the agri-food sector in Cuba. This is explained by Cuba's current need to import roughly 80% of its agricultural goods; the proliferation of hotels on this island; and Cuba's needs to purchase greater inputs (such as fertilizers, genetics, animal pharmaceuticals and machinery) in order to increase its agricultural self-sufficiency. Opportunities exist in a wide range of segments from the mass market (wheat, pulses, milk protein) to the high-end niche market (Canadian seafood, beef, and wines). Significant and immediate opportunities have been identified in the following subsectors: hotels and restaurants; food ingredients; retail & packaged products; and livestock genetics, feed and other agricultural inputs. Hotel and restaurant market Cuba continues to develop tourist infrastructure including high-end tourist hotels, resorts and restaurants, particularly in regions such as Varadero, Holguin, and Cayos. Tourists in Cuba are also major consumers of foodservice products. In general, tourist centres typically offer four types of foodservice products: gourmet, fresh, seafood and fast food. The best opportunities for Canadian companies are to supply to high-end restaurants and hotels in Cuba which fall under the Ministry of Tourism, the Ministry of the Armed Forces, and Habanguex. Opportunities exist to export high-quality Canadian food and beverage products such as fruits and vegetables, pork, beef, lamb, deli-style meats, sauces, condiments and spices, ready-meals, frozen French fries, specialty grains, canned goods, and alcoholic beverages to the HRI sector in Cuba. Another growth area is increased interest in ethnic cuisine. Many resorts now offer ethnic cuisine (principally Chinese or Japanese). Canada is well positioned to supply this category of products given the multi-cultural influence on our food. Food ingredients and food service products Canadian products in demand by Cuba's food processing sector include: wheat, barley, peas, potatoes, and milk powder. Products in demand by hotels and restaurant include meat products, fish and seafood, cooking oil, maple syrup, and (as mentioned) ethnic offerings for the HRI sector. Retail, packaged products Canadian products in demand include cooking oils, margarine, maple syrup, alcoholic beverages, sauces, garnishes, dressings, and processed meats.

5 Livestock genetics, feed and other agricultural inputs As Cuba strives to become more self-sufficient in agriculture, it will need to make investments in goods and services including: management services for commercial-scale operations, machinery and equipment (principally for small scale farming operations, but also for larger industries such as sugar and citrus) and fertilizers. Of note, the HRI sector is the principle reason for the increased demand for protein in Cuba. Chicken and pork are the standard meats found in Cuban cuisine; however, the HRI will typically offer beef and (to a lesser extent) lamb. In order to meet the increasing demand for proteins in Cuba, the Cuban Government will have to continue to import more protein and, separately, increase the size of their national herd. Given this, demand for genetics, live animals, veterinary medicines, and feed should continue to grow. Canadian Government Contacts Embassy of Canada in Cuba Calle 30 No. 518 esq. a 7ma, Miramar, La Habana, Cuba Tel. (53-7) Laura Dalby, Trade Commissioner for Agriculture havan-td@international.gc.ca Agriculture and Agri-Food Canada (AAFC) Regional Office and Sector Expert Business Development Directory Web site: Foreign Affairs and International Trade Canada 125 Sussex Dr. Ottawa, ON K1A 0G2 Web site: James Gilmour, Trade Commissioner james.gilmour@international.gc.ca Useful Internet Sites: Key resources Agriculture and Agri-Food Canada. "Agri-Food Past, Present & Future Report Cuba." Agri- Food Trade Service. Agriculture and Agri-Food Canada, Mar Web. 8 Aug US Report on Agricultural Exports: [1] The Government of Canada has prepared this report based on primary and secondary sources of information. Readers should take note that the Government of Canada does not guarantee the accuracy of any of the information contained in this report, nor does it necessarily endorse the organizations listed herein. Readers should independently verify the accuracy and reliability of the information.

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