usaid agribusiness project increasing fresh berry fruit exports from serbia
TRANSCRIPT
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USAID Agribusiness Project
Increasing Fresh Berry Fruit Exports from Serbia
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• Duration: September 2007 – 2012
• Serbia-wide
• Methodology: Provision of Technical Assistance throughout the Value Chain
• Primary Goals: Increase sales and exports, generate new employments
• Sectors:
– Berry Fruit
– Tree fruit
– Vegetables
– Livestock
– Dairy
– Herbs and Mushrooms
USAID Agribusiness Project:
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Cross-cutting components:
• Marketing and Export• Strengthening Producer Organizations – POs• Agricultural Policy and Information• Improving Agribusiness Development Services -
ABDS Delivery
• Youth and Gender Program • Environment
USAID Agribusiness Project:
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BERRY FRUIT SUB-SECTOR
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Sector characteristics:
• Commodities: raspberries, blackberries, strawberries, currants, blueberries
• >80,000 producers, >350 cold-stores, nearly 100 value-adding processors
• >$200 million sales in 2008
- $170 million exports, fresh < 0,01%
- $30 million domestic market• Varieties suitable mainly for processing
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• Fragmented land-plots
• Outdated equipment and varieties
• Low productivity
• Raw materials prevailing in exports
• Insufficient investing in: Development of knowledge base Product development Marketing
Main issues:
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Market trends – berry fruit:
• Globalization• Improved transportation• Growing volume of production (+30% 2000-05)• Greater increase in consumption (+90% ‘02-07)• Increasing consumption of fresh fruit• New final or semi-final product development • Promotion of health benefits from fresh fruit• Convenience• (due to the global crisis) Decreasing share of
spending off-home and for luxury products
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Berry Fruit Sub-sector Development Strategy
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Main opportunities:
1. Fresh market2. Higher value-added products and
frozen retail packs3. Further diversification of production4. Production of high quality planting
material and other inputs
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1. Fresh market
• Improve product quality:– Suitable varieties– Food safety and Good Agricultural Practices
• Extend season by:– Application of new technologies– Introduction of suitable varieties
• Increase volume of production for fresh• Certification (GlobalGAP, etc.)• Improved marketing• Logistics
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Improving knowledge base: STTA for production under tunnels
• Expert advice to improve irrigation, nutrition, plant protection and post-harvest practices provided to 10 POs
• Six ABDS providers and 40 producers/ processors attended training seminars about new berry varieties for fresh market and production in high tunnels
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Introduction of new technologies and varieties – Hargreaves Plants, UK
• Organized a series of presentations of UK-based nursery Hargreaves Plants and its high value berry fruit planting material to 35 Serbian producers, resulting in an increased interest in new varieties for fresh market
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Introduction of new technologies:
• A new technology from Chile for extending shelf life of fresh raspberries demonstrated to businesses in Serbia
• Presented Chilean recent practices in harvesting, post-harvest management and shipping fresh berries
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Introduction of new technologies:
• Ozone generators, a new technology for enhancing shelf-life of various fruits during transportation and storage presented to Serbia businesses
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New varieties and production technology – Trade Mission to UK
• Improved cooperation with international / UK partners• Improved access to new technologies and inputs• Legislation on planting material categories harmonized• Established new supply chain / imported 2 varieties and
planted 10 ha of new raspberry fields for fresh market
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Trade Fairs & Exhibitions
• International: – Fruitlogistica, Berlin; Biofach, Nurnberg; SIAL, Paris;
World Food, Moscow; Anuga, Cologne
• Local:– Novi Sad and Nis Agricultural Fairs, Ethno Food Fair
• 31 businesses dealing with berries participated
• First ever exports of fresh
raspberries contracted
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Product quality & food safety
• GlobalGAP awareness campaign completed and introduction process commenced
• SPU trainings delivered
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Post-harvest and packaging operations improvement
• Serbia Cold Chain Study completed and published• STTA delivered to 10 POs dealing with fresh
blueberries and other berries• A series of advisory and consulting services delivered
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HALF-WAY results – 2009 season:
• Total fresh berry fruit sales achieved : US$176,500 (strawberries, raspberries, blueberries)
• Exports- fresh berries: US$76,000 – EU and Russia
(strawberries, blueberries and mixed berries)• Employment created:
2 full-time, 6 part-time and 47 seasonal jobs
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HALF-WAY other achievements made:
• Established contacts with leading EU retail –chains and distributors and first trial deliveries made
• GlobalGAP introduction commenced• New varieties introduced and initial 10 ha of new fields
established • 2 new partnerships established • Serbian & UK planting material standards harmonized• Assisted protection of geographic indication of origin for Arilje
raspberries• Supported development of 12 national/regional POs• Improved knowledge-base - over 260 producers
and 8 ABDS providers trained, etc.
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On-going and future activities:
• High-tunnel production training program• Blueberry and cranberry ToT programs• Study tours and Trade missions• Improvement of post-harvest & packaging operations• Improved utilization of Logistics & Consolidation services • Grants to enhance application of new technologies & product
development, market access and POs development• GlobalGAP Certification• Exhibiting at selected trade fairs• Promotional campaigns• Strengthening Supply Chain
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THANK YOU FOR YOUR ATTENTION!
• Contact details:
Saša Marušić, Berry Fruit Sector Lead
USAID Serbia Agribusiness Project
Regional Office in Čačak, D. Mišovića 73
Tel/Fax: ++ 381 32 371 554; Mob. +381 63 302 185
E-mail: [email protected]
Web-sajt: http://www.agrobiznis.net