Transcript Fresh produce domestic consumption (kg per capita) at different

Fresh produce and CEAGESP
Companhia de Entrepostos e Armazéns
Gerais de São Paulo
Anita de Souza Dias Gutierrez
Summary
1. Fresh produce consumption evolution
2. Brazilian agriculture
3. Fresh produce value chain
4. CEAGESP
Food and fresh produce
− Food
– First pleasure at birth
– Satisfy hunger
– Source of joy, pleasure, delight, happiness
• The #1 reason for food purchase
− Fresh fruits and vegetables
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Symbol of health, disease prevention, fitness, beauty, freshness
Symbol of Nature, free from food industry and its ingredientes
Consumer’s reason for supermarket choice
Mistery to buy: Is it good to eat?
Best quality at harvest
Food habits are changing
• Consumption of fresh and healthy food grows with GNP per
capita in the world and with income level in Brasil
Fresh produce domestic consumption (kg per capita) at different
income levels in Brasil
Income - R$
Fruits Vegetables Fresh produce
400
16
11
27
400 to 600
14
22
36
600 a 1000
19
26
45
1000 a 1600
24
31
55
1600 a 3000
33
36
69
More than 3000
45
42
87
IBGE
Dr. Manfred Kern - 2006
David Bowers ilustration
Vegetarian cow: symbol of eating behaviour changing tendency
Brasil is a big country
– GDP R$ 2,9 trillions
– Agriculture R$ 163,5 billions
– Indústria R$ 682,5 billions
– Serviços
R$1.595 billions
– GDP per capita US$ 20.000 in 2010
– 2007 - US$ 6.940,00
– 5th largest area
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850 millions hectares
47% of South America area
115 millions hectares – Environmental conservation
109 millions hectares – indian reservation
62 millions hectares with agricultural crops - 7% total area
– Fruits and Vegetables – 26% of agricultural area
Brazilian population
– Age
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0 to 15 years – 32%
15 to 29 years – 28%
30 a 59 years – 33%
60 years to – 7%
– Population growth rate is falling
– Concentration
– 18 metropolitan regions – 70 millions (37%)
– 2 big metropolitan regions – 31 millions (16%)
– 5.564 municipalities
– 26 estates e one fedeal district (Brazilia)
– Urbanization – 20% in Brasil e 7% in São Paulo
– Rural area
– 5.204.130 farmers
– 18 millions workers
O AGRONEGÓCIO É O NEGÓCIO DO BRASIL
1970 to 2010
Area growth – 27%
Production growth – 213%
Confidencial
THE AGRIBUSINESS IS THE BUSINESS OF BRAZIL.
Fresh produce is unique
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High valuation of freshness, appearance and flavour
Perishability
Small, specialized farmers
Specialized whosalers
Seasonal, fragmented production
Farmer´s marketing high fragility
Retail and food service needs fresh and a mix of products
every day
– A logistic center for reception, consolidation and
distribution is indispensable
Brazilian fruits origin - IBRAF
Common knowledge
− The best quality is at harvest.
− It is only possible to mantain quality after harvest, not to
improve it.
− The production of quality is the most difficult task of the
fresh produce value chain.
− Brasil has conditions to produce during all the year in
different places and seasons
Lettuce near São Paulo city – 70 km
Atemoya – North of Minas Gerais – 1190 km
Banana – Vale do Ribeira - SP – 191 km
Cashew – Piauí – 2.634 km
Apple – Santa Catarina – 695 km
Mamão – Espírito Santo – 1.200 km
Mango – Juazeiro – 2.185 km
Passion fruit – Bahia – 1.979 km
Passion fruit
Melon – Rio Grande do Norte – 2.891 km
Strawberry – Rio Grande do Sul – 1.104 km
Cucumber – São Paulo – 320 km
Table grape – Petrolina – 2.191 km
Packer-shipper
Dealer
Farmer
Consumer
Whosaler
Retailer
Freight
Food Service
Fresh produce value chain
Food retail
– Supermarkets
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GDP – R$ 160 billions
75.725 stores
185.889 check-outs
61% até 7 check-outs
876.916 employees
80% of food marketing
Five biggest – 41% of GDP
– Fresh fruit and vegetable
– 9% of total food value
– 19% of perishable food value
– Supermarket choice
– Fresh fruit and vegetable mix, every day
Food service
– 15% growth each year since 2004
– 25% of food expenses
– Fresh fruit and vegetable mix, every day
– Food service companies
– 8,9 milllions of meals each day
– 19% of the expense is fresh fruit and vegetables
– Potential market – 40 milllions of meals per day
– School Food Programa
– 47 millions of children per day
Fresh produce terminal markets
– CEAGESP – 1969
– State of Sâo Paulo
– SINAC – COBAL
– Nacional system
– 21 terminal markets
– 1972 a 1988
– 34 terminal markets – biggest brazilian cities
– Most state management not federal
– 50% of fresh fruit and vegetable production
CEAGESP
- State company - federal government
- Fresh produce terminal markets and grain warehouses
Volume and value
Tons
R$
Fruits
1,70 millions
2,26 billions
Vegetables
1,34 millions
3,71 billions
Flowers
52 thousand
212,1 millions
Fishes
48 thousand
221,3 millions
Total
3,85 millions
4,74 billions
São Paulo Terminal Market
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700.000 m2
10.000 tons per day
50.000 persons
2.500 whosalers: 1.190 fruits and vegetables
Origin
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1.500 brazilian municipalities
25 of the 27 brazilian states
25.000 growers
12 countries
• 74 fresh fruits and 95 fresh vegetables
• 50% of all brazilian terminal markets
• Destination – number of buyers
– São Paulo Metropolitan Region –76%
– São Paulo State interior – 15%
– Other 11 brazilian states – 6%
CEAGESP - Services
 Everyday market information
 Volume and origin
 Price
 Pesticides’ residue monitoring
 Research and development
 Partneship with universities and research centers
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Development of fruits and vegetables’ quality standards
Variety guide
HortiEscolha – decision tool for food service
Flavour school – child nutrition education
Minimal handling – retail orientation
Training agents of the value chain
CEAGESP
– The fresh produce value chain needs logistic centers for
reception, consolidation and distribution
– Growing production of fresh fruits and vegetables
– Growing demand for volume and quality
– Growing value differentiation for quality
– Facing big challenges
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Infrastructure
Logistic
Hygiene
Etc..
Fresh produce value chain
A world full of challenges and opportunities
Anita de Souza Dias Gutierrez
551136433825
551136433890
[email protected]