Fresh Fruit Exports from the Philippines:

Transcription

1 Fresh Fruit Exports from the Philippines: The Lapanday Foods Opportunities By: Francisco X. Lorenzo 8-10 September 2010 Hong Kong, China Human Resource and Shared Services

2 Outline 1. The major fresh products of the Philippines and how they perform in the market Banana Pineapple Mango Other promising crops which could be winners in the export market 2. Major market challenges of Philippine fresh produce in the Asian markets competition with other fruits competition with other countries competition among Philippine based companies 3. Market trends/changes in the past 10 years of the Philippine Fresh Produce industry 4. Sharing Lapanday's experience from being a grower for the multinationals until transforming to become a leading global player. 5. Our Seed-to-shelf philosophy 6. Conclusion

3 Bananas The major fruit export from the Philippines Number two exporter in the world Dominates most Asian Markets Worth $250 M in Export Revenues Creates and Maintains 200,000 Jobs An Estimated 60,000 hectares planted

4 Bananas Average Growth of 6.2 percent per year

5 Philippine Pineapple Exports Second largest exporter of Sweet Golden Pineapple Estimated 25,000 hectares planted Philippines is the 3rd largest exporter of pineapples Fresh Exports shifted from the Smooth Cayene variety to Golden Sweet MD2 The Philippines Dominates major markets in Japan and Korea

6 Pineapple Exports from the Philippines

7 Mangoes

8 Share of 2008 Mango Exports Source: Philexport

9 Mango Developments China allows eight companies to export mangoes Australia accepts mangoes from Davao Sur Taiwan is reviewing the quarantine procedures for mangoes from the Philippines

10 Other Promising Fruits for Export Papayas Avocado Dragon Fruit Other Banana Varieties Durian Mangosteen

11 MAJOR MARKET CHALLENGES OF PHILIPPINE FRESH PRODUCE IN THE ASIAN MARKETS

12 Philippine Major Banana Markets % by Volume Japan ME China Korea Russia Hong Kong

13 Philippine Major Fresh Pineapple Markets % by Volume Japan Korea ME China Russia

14 Major Asian Markets for Philippine Fresh Fruit Exporters Japan : Mature Korea : Shifting Singapore: Growing Hong Kong: Growing China : Growing Middle East: Growing

15 Other Competing Fruits Domestic production: bananas and local fruit Summer fruit Temperate and Subtropical Fruit Bananas and Pineapples can provide a whole year supply.

16 Challenges at the Major Markets Shift from traditional wholesalersupermarket set up Consolidation of supermarket chains Growth of convenience store chains Growth of the hypermarket chains Entry and consolidation of the Multinational supermarket chains Global Sourcing

17 Competition with other countries Bananas: Japan Market: Ecuador and Taiwan Korea: None Middle East: India China: Domestic production Pineapples (Sweet Variety) Japan Market: None Korea: None China: Domestic production

18 Share of Banana Exports Source: Unctad FAO Statistics

19 Competition Among Philippine Based Companies Dole is the top exporter of Bananas from the Philippines. Followed by Del Monte, Chiquita Unifrutti, Sumitomo and Lapanday Other small exporters sector is growing, though it has many challenges to face.

20 Trends and Changes to Philippine Fruit Industry More independent and small banana growers More independent buyers, consolidators Container space availability Reducing Tariffs Non-Tariff Barriers More affluent and discriminating consumers

21 Lapanday s Transition from Grower to a Global Player Started as Grower for Del Monte and then Chiquita Operated large farms and managed a small grower program. Opportunity was found in the class B market for China. The major barrier to be a market player at that time was shipping the shipping limitation

22 The Solutions Lapanday Took Built a state of the art cold store to hold fruits for 2 weeks Started a vessel rotation to China every two weeks Planted new areas for the China Market Established special technical and quality groups Penetrated the high quality demanding Japanese market. Continued plantation and market expansions

23 WHO ARE LAPANDAY FOODS? The Philippines leading independent Banana company 24 plantations, 5,600 hectares of Banana & 550 hectares of Pineapple production 4,700 employees Production 23 million cartons of Banana per annum Production 2 million cartons of Pineapples per annum 12% of Philippine export banana production Tissue culture laboratory and extensive R&D and nursery facilities Plastic and carton factories with integrated recycling programs

24 WHO ARE LAPANDAY FOODS? 1,500 pallet position cold storage & pre-cooling facility Private port, cold storage and loading piers 5 reefer ships on time charter serving Japan, China, South Korea, container service to the Middle East and South East and Northern Asia Sales in 13 countries in Asia and the Middle East with sales offices in Hong Kong, Singapore & Tokyo The Philippines leading provider of Private Label Brands Production contracts with Fresh Del Monte Serving the multinational brands as a contract grower and packer since the 1970 s

25 PRODUCTION AREAS Banana and Pineapple production is based on the southernmost Philippine island of Mindanao The city of Davao is the regional capital and it is from here that Lapanday exports to Asia and the Middle East

26 PRODUCTION AREAS Farm Location map

27 BANANAS FROM LAPANDAY Regular Cavendish and high brix Highland Cavendish varieties are available year round Choice of 4kg, 7kg, 13kg or 18kg carton packs 4-9 hand pack, cluster pack, prepackaged consumer packs options Lapanday brands Aloha, Estrella or Mabuhay or packed under customers own brand Reefer ship service to China, Japan, and sometimes to Korea Weekly container service to ports across Asia and the Middle East

28 PINEAPPLES FROM LAPANDAY Sweet tasting hi-brix hybrid pineapples marketed under the Honey Pines brand 3 times the vitamin C of regular pineapples High external shell color, long shelf life and year round production 650 hectares of production 2010 volume availability 1.8 million cartons 12kg & 18kg cartons available in count sizes Fresh sale and freshcut selections

29 QUALITY ASSURANCE FROM LAPANDAY Lapanday has invested heavily in research and agri-technology. Advances soil and leaf analysis testing facilities and a research team closely monitor soil fertility, plant nutrition, and pest and disease management in the plantations. Lapanday operates the Philippines largest tissue culture laboratory, micro-propagating up to 1,000,000 new disease free plants every month for its plantations ISO, SQF and HACCP practices were institutes in 2003 and guide Lapanday s production and packing practices

30 QUALITY ASSURANCE FROM LAPANDAY Surveyors conduct field inspections in conjunction with plantation managers. Weekly quality reports are circulated throughout senior management ensuring rapid response. Inspectors operate in each of the packing houses ensuring product quality compliance meets international standards set for each market A third and final inspection tier exists in the loading ports with all product subject to final inspection before export clearance. Inspectors are also stationed in the major markets and undertake arrival inspections Lapanday provides to its customers quality assurance from seed to shelf

31 Traditional Delivery Channels for Bananas Multinational Brand only provided the country market and brand name The product Changed hands up to seven times before reaching the customer

32 Lapanday s Marketing Set-up in the 2000 s Importer Wholesaler also provides buffer volumes for the supermarkets Ripen and deliver Product Changes hands only three times to reach the customer

33 Key to Lapanday s Seed to Shelf Program Have sufficient Volumes Grow with your customers requirements Operate and managed plantations Direct grower sources, no consolidators Superior quality as good or better than the Regular brands Flexibility in product presentation Attractive pricing Reliable shipping arrangements Going direct to the market

34 Thank You! Francisco X. Lorenzo Sales and Foreign Trade Lapanday Foods Corporation