USDA FAS: Who is fighting for market share for fruit exports to China

12/11/2010 06:01:49 AM
Tom Karst

This 29-page report from U.S. Department of Agriculture's Foreign Agricultural Service gives a profile of competitor promotional activity in China. Perhaps more than any other argument, this report suggests the value of continuing the work of U.S. export promotion through the Market Access Program. The report also provides a nice overview of the fresh fruit import picture.

Here are some highlights;

China continues to attract interest from food exporters across the world, many with promotional support from their industries and governments. This report provides a partial profile of competitor promotional efforts.

Chile

While the Chilean Fresh Fruit Association (CFFA) undertakes promotions in Chile?s major export markets in North America and the E.U., it has not identified China as a priority market (only 8% of Chilean fresh fruit exports went to Asia in 07/08, mostly Japan and Korea). At present, member participation in trade fairs and tours for AQSIQ officials to Chile constitute the full extent of promotional activity in China. Of $2.5 million in support that CFFA received from ProChile for global promotions in 2008/2009, $73,000 was allocated for Japan and Korea for media and importer education through workshops and tours of Chile.

More on the fresh fruit sector:

Fresh Fruit
Import Market Size: $1.2 billion in 2009 24.6% annual growth (2005-2009) Major Exporters to China: Thailand, Vietnam, U.S., Chile, Philippines, New Zealand Major U.S. competitors: Chile, Peru, Japan, France Chinese fruit imports are divided into tropical products, where the U.S. does not have a major presence; and temperate and citrus fruits where the U.S. is a major exporter to China.

This is further divided by hemisphere, with growing seasons in the north and the south tending to complement each other, but competing during certain months of the year. Thailand, Vietnam, the Philippines, and Myanmar (Burma) dominate the tropical market, while the U.S. is in the lead among Northern Hemisphere producers in the temperate/citrus market with France and Japan trailing far behind. In the Southern Hemisphere, Chile is the strongest exporter to China with South Africa and New Zealand doing well in some product sectors.

Apples and Pears: There has been a dramatic increase in demand for imported apples and pears in China since 2006 (trade figures use commodity code 080800, which also includes quinces). By 2009, import value increased to $54 million, as compared to $25 million in 2006. Both the U.S. and Chile benefited from the increase in demand, although much of Chile?s gains came from replacing off-season demand from New Zealand. New Zealand?s share fell from 50% in 2000 to 16% in 2006 and continued, reaching zero in 2009.


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