Albania

1New Opportunities for Agriculture - Kosovo

• The most commercial berry is strawberries in Albania.

• Imports of strawberries are 40 – 60 tons year.• Imports come mainly from Greece and Italy. • Imports mostly during January - May. • During August – November imports are rare

and sporadic. • Imports mainly through mixed truck loads

(larger and medium wholesalers) or small vans (smaller wholesalers).

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• There is export potential to Albania. • During December – June, there can be exported

several tons/month, with highest potential in April. • FOB prices should not exceed 1.5 EUR/kg during

January – May 2011.• After June, prices increase (2 – 3 Eur/kg FOB) but

volumes are low (few hundred Kg per month). • Required 0.5 Kg plastic boxes, labeled.• We should target current strawberries importers. • Kosovo exporters can also sell directly to Albanian

vendors and secondary wholesalers.

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Target customers – AlbaniaLarger and medium size wholesalers (a list of potential buyers is provided).

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BOSNIA AND HERCEGOVINA

Market Assessment• B&H strawberry production satisfy 98% of

domestic consumption (9,395t in 2010)• Import primarily from Turkey, Italy and Spain, and

in period March – May in 2010, import was 204t • Export of fresh strawberries to Croatia while

frozen raspberries are exported to EU• Presence of other berries on the fresh market is

not significant but have steady growth from year to year, mostly found on green market

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Market Entry Strategy• Potential for export of strawberries is limited

only in of season period March-May. • Clery and Marmolada are most popular varieties• Target, importers in B&H• Packaging in 250-500 gr plastic trays with lids,

label on each tray,10 boxes in one cardboard box• Price vary during the season from 1.50 €/kg in

March to 0,80€/kg in May FOB Kosovo

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Market Entry Opportunities

Bulgaria

9New Opportunities for Agriculture - Kosovo

Bulgaria – Market Assessment• Bulgaria produces raspberries 3.500 (t) for export as frozen;• Strawberries production is 5,250(t); imports 1.550 (t) at

value of € 2 mio. from Greece (97%); during January – June; highest prices in April;

• Wholesale average price for 2010 – € 1.48/kg; for 2011 € 1.82/kg;

• There are specialized distributors for strawberries;• Transport costs for 20t refrigerated trucks to Kosovo

€ 800-1.000 ;• Third country duty 11.2% from Aug – Dec 2011

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Bulgaria – Market Entry Strategy• There is no possibility to enter in market with

raspberries; • Possible exports early strawberries - new varieties with

longer shelf life;• Possible exports during second part of the April; • Target the distributors of supermarket chains

(Fantastiko, Piccadilly, and Billa); • Packed in special containers from 250gr to 500gr • FoB Kosovo price € 0.5/kg – competing with Greeks

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CROATIA

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Market Entry Opportunities

Berry – Fresh strawberries

13New Opportunities for Agriculture - Kosovo

Market Assessment• Croatia strawberry production is advanced with

modern production technology. Imports serve 28% (1,077t) of total consumption.

• Company Fragaria is regional leader in introduction of new varieties and new growing technology

• Imports primarily from Spain, Italy and Turkey in period March – May in 2010, peak in April

• Export to EU countries present but small quantity• Presence of other berries on the fresh market is not

significant but have steady growth from year to year, local production dominant.

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Market Entry Strategy• Potential for export of strawberries March-May,

Clery and Moon (mesecarka) variety• Target: importers in Croatia and Fragaria for long

term cooperation• Potential for mixed berry export for fresh market

(raspberries, blackberries, high bush blueberries) • Packaging in 250-500 gr plastic trays with lids,

label on each tray, 10 boxes in one cardboard box• Price of strawberries vary during the season from

1.98€/kg in March to 1.26/1.27€/kg in April/May (FOB Zagreb)

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Target Customers1.Fragaria , Zagreb – interested to transfer know

how and to secure market2.Con-Sors, Zagreb3.Stjema, Zagreb4.TMR Pasko, Zagreb5.Gomolava, Zagreb6.Setovia Voce, Zagreb

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MONTENEGRO

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Market Assessment• Montenegro strawberries import for 2010 was

114 mt. Most imports come from Serbia (87 %) mainly through Red Commerce (22%), and the remaining import comes from Italy and Greece(13%).

• High season of imports is May – July mainly from Serbia, FOB price€ 0.3- € 0.5 (99mt for 2 months).

• EU imports peak months March- April (13mt) with FOB price €1, FOB price for Dec – Feb € 2- € 3/kg, importing only 100kg/monthly.

• Largest Importers are in Podgorica,.

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Market Entry Strategy• Despite low imports there is an opportunity if

Kosovo is able to produce early than Serbia, from April until June.

• Enter market through current large importers (Red Commerce the main one for strawberries), supplies of few mt per week May- June not exceeding FOB price of € 0.3/kg, packing 300-500gr plastic bag (confirm if wooden box is used, or 250 gr carton box.

• Alternative channels with small vans or secondary wholesalers at Podgorica wholesale.

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Target Customers1.Red Commerce (40-50 mt/year, 50% of the

market )2.Mont Valery, Podgorica3.Pop Fruit, Podgorica 4.Whole sale market in Podgorica

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Market Entry Opportunities

Macedonia

21New Opportunities for Agriculture - Kosovo

Market Entry Opportunities

Berries

22New Opportunities for Agriculture - Kosovo

Macedonia – Market Assessment• Macedonia produces 3,800(t) of strawberries; imports

109 (t) – mainly off season - 50% from Greece;• Imports during months January – April; • Wholesale strawberries May – July for 2010 – €

0.60/Kg; for 2011 € 0.82€; • Transport costs of 20t refrigerated truck to Kosovo €

500.

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Macedonia – Market Entry Strategy• Macedonia is a small market, small possibilities for

penetration in market; earlier production than in Kosovo;

• Test exports of new strawberries varieties by the Kosovo importers.

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SERBIA

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Market Entry Opportunities

Berries

26New Opportunities for Agriculture - Kosovo

Serbia – Market Assessment• Serbia produces around 35,577(t) of

strawberries; imports 905(t) of strawberries; Exports 1,460(t)

• Imports Turkey 64% Greece 32%; • Peak month for imports are May; • Wholesale strawberries 19 April – May 10th

1.5 - 4€; 19 April – 10th May 1.5€; 17 May – 31 August 0.8 €;

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Serbia – Market Entry Strategy• Strawberries, produced in greenhouse, • Raspberries and Black berries processed; sold

to cold stores; • Strawberries, packed in custom made plastic

containers from 250 to 500grams;• Strawberries late April beginning of May;

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SLOVENIA

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Market Assessment• Strawberries dominate the berry market (95% of imports).

Raspberries, blackberries, mulberries and loganberries together account for about 5% of total berry imports.

• Slovenia imports about 1,600 tons strawberry per year (47% of total consumption). Most imports come from Italy (50-60%), followed by Spain, Greece and Austria. Domestic production starts in May

• The highest imports occur in April-May (500-550 mt/month), but March and June (200-250mt/month) are strong months as well. The price FOB Ljubljana is about 2.9 EUR (March), 2 EUR (April) and 2.4 EUR (May-June).

• Imports are channeled through retail chains & 5-10 major importers in Ljubljana.

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Market Entry Strategy• Distance / borders may be the major problem for

successful strawberry exports from Kosovo.• Comorosa is a leading imported variety, while

Clery is the most popular variety produced domestically. Packaging is done in 500grams PVC containers, 10 containers per box.

• Target major wholesalers in Ljubljana area• Import duties for strawberries are related to Aug-

Dec only, but throughout the whole year for raspberries (8.8%) and blackberries, mulberries and loganberries (9.6%)

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Target Customers1.Geaprodukt, Ljubljana; 2.DG69, Vrhnika; 3.Bulc, Ljubljana; 4.Bokat, Ljubljana; 5.Frutis, Ljubljana; 6.Dallas, Ljubljana; 7.AL.KO Trade, Ljubljana

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