Views to european cherry market
Dr. Manfred Büchele
1. Some data to market situation
2. Learning more about cherry market
3. Requirements within COST action
Some data to market situation
Cherry production EU 27 in 2011
Italy
Spain
France
Germany
Grece
Poland
Hungary
Bulgaria
Romania
Rest
total produktion 750.000 t approx 50 : 50 % sweet : sour cherries
Cherry production in Europe and Germany
Titre du graphique
Europe cherry production
45
1000
900
40
800
35
700
30
600
25
500
20
400
15
300
200
100
0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
10
5
0
2001
2002
2003
2004
2005
2006
2007
2008
Sweet cherries
Sour Cherries
2009
2010
2011
2012
Cherrie production regions in Germany 2011 and 2011
Sweet cherries
Region
2010
2011
Area (ha)
t
Yield t/ha
Area (ha)
t
Yield t/ha
B-W
2125
15789
7,4
2125
20380
9,6
Lower Saxony
536
4324
8,1
523
3635
7,0
Palatina
473
2653
5,6
473
3075
6,5
Rest
2255
8065
3,6
2217
9945
4,5
Germany total
5389
30831
5,7
5338
37035
6,9
Sour cherries
2010
Region
2011
Area (ha)
t
Yield t/ha
Area (ha)
t
Yield t/ha
Thuringia
345
2204
6,4
327
3099
9,5
Saxony
610
4013
6,6
523
3635
7,0
Palatina
826
6543
7,9
826
7879
9,5
Rest
1127
5505
4,9
1179
7681
6,5
Germany total
2908
18265
6,3
2855
22294
7,8
Market for cherries Germany 2010 in tsd. t
Sweet cherries
Only Central market
Sour cherries
Production
31
18
Sweet cherries
Import
29
19
Class 1
6,1
Turkey
13
Serbia
2
Class 2
0,35
Spain
4
Poland
1
Spirits
2,1
Italy
2
Austria
2
Industry
3,2
France
1
CSR
2
Austria
2
Hungary
11
Greece
3
Hungary
0,1
Bulgaria
Consumption
Class 1
0,2
Class 2
0,1
Conserve
Juice
0,2
60
Sour cherries
37
Inside trade EU: 78 tsd. t; imports to EU: 38 tsd. t; Export ex EU 10 tsd. t
There should more cherries to be sold …(not only in Germany)
15,3
3,8
Per capita consumption / marketvolume fruits
fruit
apple
banana
orange
table grape
clementine
peach
strawberry
pear
cherry
wood berries
rasberry
citrus
plum
grapefruit
sweet cherry
apricot
others
kg/year
29,7
10,4
6,1
5,7
4,2
3,6
3,4
2,8
2,2
1,7
1,4
1,4
1,2
1
0,8
0,8
7,4
Germany in t
2.435
853
500
467
344
295
279
230
180
139
115
115
98
82
66
66
607
Cherries are
very tasty
A considerable
increase of
market should
be possible
Why are these
chances not be
used ?
Percentage consumers buying and price different fruits
apricot
cherry
plum
nectarine
peach
apple
pears
strawberry
table grapes
orange
easy peelers
grapefruit
citron
banana
ananas
kiwi
mango
melon
%
34%
30%
42%
64%
43%
90%
58%
72%
74%
66%
80%
21%
57%
89%
38%
59%
30%
50%
€/kg
2,65
4,54
1,55
1,54
1,9
1,28
1,78
3,2
2,57
1,03
1,36
1,82
1,85
1,17
1,15
1,95
2,25
1,04
Cherries are
expensive
But Strawberries
too
How can more
consumers be
moved to buy
cherries ?
Prices for cherries PO at Lake of Constance 2010
300
250
€/dt
200
€/dt
150
100
50
0
20+
22+
24+
Size
Only quality turns to account ….
26+
28+
Where do Consumers buy fruits?
Sweet cherry
Sonstige
Verbrauchermärkte
Vom Erzeuger
Discounter
(Wochen-) Märkte
Strawberry
apple
O+GStand
Kauf- und
Warenhäuser
Supermärkte/SBGeschäfte
There is a deficit in market organisation
Learning more about
cherry market
What do we want (or have) to know ?
Status quo
Quality and varieties
Production areas and volume
Producer organization
Prices on different levels
Trade flows
Packing and Logistics
Selling points
Open market review
Seasonal aspects
Per capita consumption
Market potential
Marketing programs
Problems in market access
etc.
Future developement
Chance for increase production
Higher quality
Logistical requirements
Possible Cooperations
Higher consumption
Marketing aspects
Market demand
Exports
etc.
Fields of Science cooperation
Demand of praxis to science
How can we get this knowledge?
1. Statistics
+
hard facts
+
objective, analytic, scientific
-
retrospective
-
rather sectional less holistic
-
comparability of datas
-
misleading conclusions
-
future aspects missing
How can we get this knowledge?
2. Survey (advanced Delphi-method)
+
expert opinions
+
holistic and target-oriented
+
prognosis aspects
-
Arbitratry and subjective
-
Extensive and costly
How can we get this knowledge?
3. Best practise/ failures
+
expert opinions
+
holistic and target-oriented
+
prognosis aspects
+
confirmability
-
Arbitratry and subjective
-
Not scientific
-
portability
3. Requirements to
partners within COST
action
Increasing efforts with profund analysis
or
„how deep do we want to dig ?“
Statistical data
• Participation at least greater producing
regions
• Mutual exchange of data
Survey
• commitment to responsable person each
partner
• Work with bachelor or master thesis
• Separate EU-funded project
Best practise
Scientific and
professional
market expertise
So: Whereto do we want to go ?
and
Who will come with us ?