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Source: CBI Market Information Database • URL:www.cbi.eu • Contact: marketinfo@cbi.eu • www.cbi.eu/disclaimer Fresh tomatoes 1 in Poland If you want to export tomatoes to Germany, you should adapt to the trends regarding the preferences of German consumers. Also, take into account that the buyer requirements in Germany are very strict. Read this fact sheet and determine if you are ready to compete with EU producers. Content: 1. Market size 2. Market trends and developments 3. Opportunities in the trade & distribution channel 4. Prices - segments and developments 5. Long term prospects Annex: Buyer requirements SWOT analysis for exporters from Armenia, Georgia and Moldova Helpful Harmful Internal Strength Low labour costs compared to EU suppliers. Moldova is exempted from import tariffs Weakness Abundant and year round supply from EU producers Armenian and Georgian need to pay import tariffs Buyers not familiar with products from your country External Opportunity Poland has shown economic growth even during the global economic crisis. Consumer expenditure is growing, causing a demand for healthy food products such as tomatoes. Consumption trend is upwards Threat Armenia, Georgia and Moldova are not recorded to trade in tomatoes with Poland National production is large and increasing Market size Consumption Consumption of tomatoes in Poland was 660 thousand tones in 2009. Consumption has increased by 4.2% on average per year since 2005 Import: sharp increase In 2010, imports of tomatoes accounted for 105 thousand tonnes, or € 119 million in value. Poland is the 6 th largest importer in the EU accounting for 3.5% of total imported value. 1 For this fact sheet we used the statistics of HS code 2011: 07020000 (Tomatoes, Fresh Or Chilled). There is no change in the HS code for 2012 for tomatoes. Fresh tomatoes in Poland Source: CBI Market Information Database • URL:www.cbi.eu • Contact: marketinfo@cbi.eu • www.cbi.eu/disclaimer Imports increased by 14% per year between 2005 and 2010. In comparison, EU imports increased by 4.4%. Armenia, Georgia and Moldavia are not recorded to export to Poland In 2010, Poland imported 10.6 thousand tonnes of tomatoes from low-income countries or € 10 million (a share of 2.6% of all imports from low-income countries to the EU). This makes Poland the 7 th largest importer from low-income countries in value in the EU. Armenia, Georgia and Moldavia are not recorded to export to Poland. EU competition barrier for imports Tomatoes are grown in the EU year round (due to the greenhouses). There is some production in the Baltic States and most tomatoes are imported from within the EU. The parallel growing seasons with EU producers are a major challenge for Armenia, Georgia and Moldova. CBI’s projection for the future: Poland was the only EU member state to achieve growth as the global crisis battered other economies. With Polish GDP expected to grow by 2.5% in 2012 and 2.8% in 2013 (European Commission, autumn 2011) the market conditions favour growth in demand and imports. Projections should be considered carefully as the economic climate in Europe is unstable. The best thing to do to stay up to date is closely monitor the economic developments and talk to Polish buyers. 2. Market trends and developments Increasing part for developing countries in global trade There is a growing importance of developing countries in world trade. This is the result of a wider use of containerized or express cargo and the growing importance of online purchasing. The extra accent that is put on prices may very well accelerate the opportunity for low-cost suppliers such as Armenia, Georgia and Moldova. Currency fluctuations have been heavy and may continue in 2012, challenging even the most well-planned export strategy. The Polish monetary unit is the zloty (€ 0.25). In 2008, the Polish government set an aggressive timetable to adopt the Euro, but the recent global financial crisis pushed that target back somewhat. Most observers believe Poland will eventually meet the Maastricht requirements necessary for Euro- adoption but few expect this to happen before 2015. Poland notes increasing consciousness for health Tomatoes may be classified into four commercial types, depending on colour, shape, weight, size and cultivation method: o Round (spherical) tomatoes: these are the most widely used, round, smooth, generally red tomatoes intended for fresh consumption. o Beef tomatoes: these are larger than round tomatoes and, some varieties, because of their shape are sometimes called ribbed tomatoes o Cherry tomatoes: the name points to the similarity in shape and size to cherries. Small plum or tomatoes shaped tomatoes are also available. o Plum tomatoes: a thick-fleshed variety, low in seeds, used both for fresh consumption and processing. Any or all of these tomato types may be sold loose as individual fruits, as clusters on vines, or pre-packed into retail sized packages. Polish consumers are becoming increasingly health conscious, a trend that is induced by vast mass media coverage. More attention is being paid to balanced diets and healthier food choices which encourages more consumers to modify their daily diets. Table 1. EU production of tomatoes (1,000 tonnes) France 587 Greece 1,406 Italy 6,024 Netherlands 815 Poland 677 Spain 4,313 Estonia 5 Latvia 0.03 Lithuania 2.5 Fresh tomatoes in Poland Source: CBI Market Information Database • URL:www.cbi.eu • Contact: marketinfo@cbi.eu • www.cbi.eu/disclaimer As a result, health and wellness positioned food products such as tomatoes are enjoying growing popularity. Increased market share of supermarkets pressures prices The best way to enter the Polish market is through importers or agents, either independent or related to wholesalers or supermarket chains. Retailers typically buy their fresh fruit and vegetables from importers or preferred suppliers. Supermarkets either have their own import facilities or imports are organised by the parent company. Independent small companies are still an important part of the retail environment in Poland, but the trend is towards expansion of the leading chains throughout Poland. A large amount of fruit and vegetables in Poland are sold in local markets (40%). The share of specialized wholesale markets is 20%, while the sale in traditional stores represents 15% and in supermarkets is around 10%. Considerations for actions Make absolutely sure you comply with the food quality and safety standards that apply (see Annex). If you can not comply, don’t enter this market. Contact international operating certification bodies that certify GlobalGAP as well as GOST to find out more on how to comply. Examples are SGS (http://www.sgs.com) and DIN GOST TÜV (http://www.din-gost.de). Use pre-cooling and cold storage (also during transport) to ensure quality and a long shelf-life. Make sure to have confirmed buyers before investing in niche markets. Contact your potential buyer prior to your investment in sustainable products. See the checklist for importers to check whether you meet organic requirements: http://www.bio-siegel.de/english/users-products/checklist-for-importers See the Annex at the end of this document for more information on buyer requirements. Box 1. How to acquire a health control label - example: GlobalGAP 1. Check the standards: http://www.globalgap.org 2. If you want your products to be certified, your compliance has to be inspected by an independent and approved body. GlobalGAP Certification Bodies include: AB Cert, EUROCERT, ICM, Lloyds Register QA and SGS AgroControl. More accredited bodies can be found on the GlobalGAP website. 3. Make investments. Although the GlobalGAP-certification is demanded by EU retailers, the costs of compliance are at your expense as an exporter or producer. 4. Note that for small producers, GlobalGAP developed a smallholder guide on plant protection modules: http://www.globalgap.org/cms/upload/Documents/QMS_Manual-Final-1.pdf 3. Opportunities in the trade and distribution channel Find below an overview of the distribution chain of tomatoes to Poland and some tips to make the most of exporting to this market. Opportunities regarding… … competitors …. Polish buyers … Retail channel Fresh tomatoes in Poland Source: CBI Market Information Database • URL:www.cbi.eu • Contact: marketinfo@cbi.eu • www.cbi.eu/disclaimer Know your competitive environment. The production of tomatoes in Poland is concentrated in the southern and eastern part of Poland. Annual production was 678 thousand in 2010. Standard round and beef tomatoes cover the vast majority of Polish tomato production. The EU is the world's largest producer of the tomatoes. The largest competitors for you as a exporter from Armenia, Georgia and Moldova are countries from within the European Union (see table 2). The EU is able to provide all year round supply due to the greenhouses in the Netherlands. Poland imports tomatoes mostly from within the EU. There is also some imported from Turkey (10 thousand tonnes) Morocco (144 tonnes), Syria (1.6 tonnes). Russia (18,700 kilo) and Ukraine (3,500 kilo) are also importing to Poland. The best way to enter the Polish market is through importers or agents, either independent or related to wholesalers or supermarket chains. Some important Polish importers are: Silvi Cola - http://www.silvicola.pl - leading Polish fresh produce exporter, supplying Eastern and Central European markets; Arc Polska - http://www.benson24.co m - importer and exporter of fruits and vegetables in wholesale amounts; Tropicana - http://www.tropicana.pl - engaged in import, export, distribution and packaging of fresh fruit and vegetables; Import-Export Company - http://www.impo-expo.pl - importer and distributor of fruits and vegetables in Poland. Enjoy the opportunities of the fragmented import market. The top five grocers in Poland only hold a share of 25%. The top players operating in retailing in 2011 were Jeronimo Martins Dystrybucja, Tesco Polska, Carrefour Polska and Auchan. Box 2. How to find Polish buyers? 1. Approach buyers efficiently: the importers are often registered with trade associations and databases (see useful sources). To get into contact with them you can visit specialised trade fairs or contact them via phone or email. 2. Make it easy for your buyer to get to know you: make sure the importer you want to approach is looking for tomatoes and preferably is active already in your country or region. This will make it easier for him to personally inspect your facilities. By browsing their website you will learn a lot about the company. 3. Take into account that Polish buyers may not be familiar with products and suppliers from your region. They want to know more about your company and your country regarding varieties, quality, price, supply seasons, delivery times and health and safety control. 4. Adapt to the Polish business culture: Poland is a rather formal and hierarchical culture. As a result first names are rarely used initially in the business context. For more information about the Polish business culture refer to the website of Kwintessential (http://www.kwintessential.co.uk/resources/global- etiquette/poland.html). Fresh tomatoes in Poland Source: CBI Market Information Database • URL:www.cbi.eu • Contact: marketinfo@cbi.eu • www.cbi.eu/disclaimer 5. Prices - segments and developments The driver of profitability for tomatoes is scale Margins are tight, so either a scale or a premium play (increasingly difficult) is important to survive in this business. This is, for the most part, a commodity industry where scale is the driver. Small producer countries such as Armenia, Georgia and Moldova will have difficulty competing. China’s producer prices of tomatoes are well beneath production price level in the EU. This oversupply caused the price of tomato paste per tonne set by cooperatives to be reduced from € 72.00 to just € 35. 00. Buyers are now looking for cheaper alternatives. Competitive prices are crucial to gain market share Purchasing power in Poland is lower than the EU average. This fact, together with the growth of modern distribution in the country, creates a real pressure on prices, with a strong impact on margins. It is estimated that European importers apply a trade margin of 5-10%. Also for importers, pricing remains the most critical factor in positioning a product or service for sale in Poland. Access to capital is difficult for most Polish firms and business transactions are typically self-financed. Information on tariff and price regulations is vital to make a convincing offer Moldova has a free trade agreement with the EU and therefore does not pay import tariffs at all. This makes it possible to compete with EU producers directly. For Armenia and Georgia import tariffs are 14.4% during EU tomato season making it harder to compete in times of abundant supply. In the future further economic integration might lead to a free trade agreement but this will take time. The Entry Price (EP) and import tariffs for tomatoes determined by the EU can be found in table 2. If your EP is lower than this price you will have to pay an additional duty. Considerations for actions Use the EU Export Helpdesk (http://exporthelp.europa.eu) to determine the import tariffs and entry price. Use this price in your offer to potential buyers (see Action Plan in Box 2). Closely monitor for bad harvests in EU producing countries. A shortage will force importers to buy outside the EU despite the higher price. In case you are not able to compete on price with EU producers than you may want to focus on countries with which your country has a regional trade agreement such as other Commonwealth of Independent States (CIS): Kazakhstan, Russia, Turkmenistan, Ukraine and Kyrgyzstan. Armenia, Georgia and Moldova are also part of this region. Box 3. How to determine your market price? 1. To determine a reasonable market price at the moment you want to sell, do your own market research first. You can do this by quoting your prices to potential importers. After, you can compare their reactions. Also, websites such as CIRAD and Freshplaza show European prices for fruits and vegetables. 2. For higher volumes, the price is usually less per product compared to those sold in small volumes. This does not mean you should not sell in small quantities. Sometimes a buyer will want to buy more quantity of your harvest if the cooperation has been positive (a pallet of 600-700 kilos is the minimum to transport to the EU). Table 2. Import tarifs for tomatoes Price Ad valorem tax € 84.60 or more 8.8% € 82.90 - 84.60 8.8% + € 1.70/100 kg € 81.20 - 82.90 8.8% + € 3.40 /100 kg € 79.50 - 81.20 8.8% + € 5.10 /100 kg € 77.80 - 79.50 8.8% + € 6.80 /100 kg € 0.00 - 77.80 8.8% + € 29.80 /100 kg Fresh tomatoes in Poland Source: CBI Market Information Database • URL:www.cbi.eu • Contact: marketinfo@cbi.eu • www.cbi.eu/disclaimer 3. Make sure to include the Incoterm (the terms on which you agree with your buyer who pays fro transport and insurance; see http://www.iccwbo.org/Incoterms/index.html?id=40772 ) and whether you are sending a firm offer or a quotation. 4. In some cases it is convenient to enclose a period of validity in your offer, especially when the market price is highly fluctuating. 5. Long-term prospects Future prospects may favour the importance of low-income countries in global fruit trade. Within the next five to ten years, CBI expects that: Arable land will become scarcer while world population grows and therefore the pressure on prices and margins will relax. Michael Porter has written a visionary article about it: ‘Creating shared value’. See http://hbr.org/2011/01/the-big-idea-creating- shared-value/ar/1. Internationalisation of large companies will increase. This means that many (EU-) firms will have their own production sites in low-income countries from where they export into their home countries. As emerging countries gain voting power in the WTO, the EU’s trade agreements regarding agricultural products will likely involve less trade barriers for countries outside the EU. Considerations for actions Monitor closely whether changes are made in agreements between your country and the EU. These are advertised on this website: http://ec.europa.eu/trade/creating- opportunities/eu-and-wto. Consider partnerships with Polish companies looking to invest across their borders. Useful sources Polagra-Food - http://www.polagra-food.pl - largest and most popular international food industry fair in Poland. Takes place every year in Poznań. Next event: 12-15 September 2011; Poland-Export.com - http://www.poland-export.com - B2B platform with a database of Polish exporters interested in cooperating with foreign suppliers select ‘Food and drinks’; Polish Chamber of Commerce - http://www.kig.pl go to ‘Find a Partner’; Europages - http://www.europages.com - used to find contact details and information on the activities of importers search in category ‘Agriculture & Livestock’, subcategory ‘Fruits and Vegetables’; Warsaw Business Journal - http://www.wbj.pl - leading daily international business publication in Poland; Fresh Market - http://www.fresh-market.pl - Polish news source for fruit and vegetables professionals. This survey was compiled for CBI by CREM B.V. Disclaimer CBI market information tools: http://www.cbi.eu/disclaimer Fresh tomatoes in Poland Source: CBI Market Information Database • URL:www.cbi.eu • Contact: marketinfo@cbi.eu • www.cbi.eu/disclaimer Annex: Buyer requirements Legislation Non-legislation Poland follows EU legislation regarding the marketing of apples and has not set any additional requirements. See the CBI’s module ‘Compliance with buyer requirements for vegetables’ for more information. Supermarkets chains in Poland are becoming stricter regarding their food health and safety requirements. GlobalGAP and/or IFS or Q&S certification is increasingly important on the Polish market, especially when supplying large retail chains. Classes Packaging The EU, thus Poland, has committed to the Tomato Standard of the Codex Alimentarius. Refer to the website (http://www.codexalimentarius.net/search/adv anced.do?lang=en) and type ‘tomatoes’ as a search word in ‘Text in Title’. There are three quality classes: Extra class, Class I and Class II. For example for Class I tomatoes the following criteria apply: They must be free of cracks and visible greenback. The following slight defects, however, may be allowed, a slight defect in shape and development, colouring; slight skin defects and very slight bruises. Retailers mostly take Class I tomatoes. Class II tomatoes are sold mostly to the processing industry. Tomatoes shall be packed in each container in compliance with the Recommended International Code of Practice for Packaging and Transport of Fresh Fruit and Vegetables (CAC/RCP 44-1995). Refer to the FAO website (http://www.fao.org/ag/agn/CDfruits_en/others/do cs/CAC-RCP44-1995.PDF). The standards include: Tomatoes must be packed in such a way as to protect the produce properly. The materials used inside the package must be new, clean, and of a quality such as to avoid causing any external or internal damage to the produce. The use of materials, particularly of paper or stamps bearing trade specifications is allowed, provided the printing or labelling has been done with non-toxic ink or glue. Tomatoes are packed in open and closed fruit cartons and trays, and sometimes packed into retail size plastic or fibreboard boxes (also known as punnets or clamshells). . € 3. 40 / 100 kg € 79. 50 - 81. 20 8.8% + € 5. 10 / 100 kg € 77. 80 - 79. 50 8.8% + € 6. 80 / 100 kg € 0. 00 - 77. 80 8.8% + € 29. 80 / 100 kg Fresh tomatoes in Poland Source: CBI Market Information. statistics of HS code 201 1: 07 0 200 00 (Tomatoes, Fresh Or Chilled). There is no change in the HS code for 201 2 for tomatoes. Fresh tomatoes in Poland Source: CBI Market Information Database. 600 - 700 kilos is the minimum to transport to the EU). Table 2. Import tarifs for tomatoes Price Ad valorem tax € 84. 60 or more 8.8% € 82. 90 - 84. 60 8.8% + € 1. 70/ 100 kg € 81. 20 - 82.90