fresh produce and ceagesp
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Fresh produce and CEAGESP. Companhia de Entrepostos e Armazéns Gerais de São Paulo Anita de Souza Dias Gutierrez. Summary. Fresh produce consumption evolution Brazilian agriculture Fresh produce value chain CEAGESP. Food and fresh produce. Food First pleasure at birth Satisfy hunger - PowerPoint PPT PresentationTRANSCRIPT
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− 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
Income - R$ Fruits Vegetables Fresh produce400 16 11 27400 to 600 14 22 36600 a 1000 19 26 451000 a 1600 24 31 551600 a 3000 33 36 69More than 3000 45 42 87
IBGE
Fresh produce domestic consumption (kg per capita) at different income levels in Brasil
Dr. Manfred Kern - 2006
Vegetarian cow: symbol of eating behaviour changing tendency
David Bowers ilustration
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 – 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
– 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
Confidencial
O AGRONEGÓCIO É O NEGÓCIO DO BRASIL
THE AGRIBUSINESS IS THE BUSINESS OF BRAZIL.
1970 to 2010Area growth – 27%Production growth – 213%
Fresh produce is unique
– 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
− 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
Common knowledge
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
Farmer Consumer
Retailer
Food Service
Whosaler
Dealer
Packer-shipper
Freight
Fresh produce value chain
Food retail– Supermarkets
– 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 valueTons 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
• 700.000 m2
• 10.000 tons per day• 50.000 persons• 2.500 whosalers: 1.190 fruits and vegetables• Origin
– 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 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 – Infrastructure– Logistic– Hygiene– Etc..
Anita de Souza Dias Gutierrez551136433825551136433890
Fresh produce value chainA world full of challenges and opportunities