Download Economic challenges of the European fruit and vegetables

"Economic challenges of the European F&V and potato
processing industry"
Xavier Gellynck & David Keirsebilck (2006). UGent: Working Paper 06.03
Introduction
The European fruit, vegetable (F&V) and potato processing industry has undergone
significant changes during the last two decades in response to changing consumer demand for
new and different products and to the evolution of a more open trading environment. Under
the influence of globalization, the processing industry has changed from serving a protected,
domestic-oriented market to one that is more open and competitive.
In this report, an overview is given of the current situation in the fruit, vegetable and potato
processing industry. Current trends and developments are determined and evolve the
identification of challenges for the coming decade.
Methodology
The conceptual framework considers the overview of the determinative future perspectives in
the F&V processing industry. A distinction is made between two large groups, namely market
conditions on the one hand and production conditions on the other hand. It is the objective to
follow this conceptual framework in order to determine the challenges of this part of the
agribusiness (Fig. 1; De Groot e.a., 1994)
International
framework
Market
WTO & World
trade
Market
characteristics
Determing
International
developments
Consumer
preferences
Distribution
chain
Perspectives
Productivity
Production
Technology
Quality
Fig. 1:Conceptual framework (Source: De Groot e.a. , 1994)
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Market Conditions
The market conditions are both depending on the developments in an international context
and the market approach. The international context is strongly influenced by policy measures
and trade regulations, the WTO and the CAP. The market approach discusses the evolutions
of consumer preferences and trends. Further on, some global socio-demographic evolution are
key driver for changing consumer preferences.
International Framework
International developments
In general, the exchange rate and the gas oil prices have a major impact on the profit margins
of food processing companies. External factors such as the concealed threat of terrorism, Iraq,
hurricanes and governmental policies are keeping the cost of gas oil high. Since 2002, the
U.S. dollar has weakened by as much as 35% against the European euro. China has fixed its
exchange rate relative to the U.S. dollar. These factors are weakening significantly the
position of the European F&V processing industry. Rising energy costs are related on the
production and transportation costs. In particular, on the storage and preservation of frozen
commodities, the high steel and aluminium prices are augmenting the costs of canned
products. The strong position of the retail, the food-service and inter-company competition
inhibits a full-cost incorporation towards the consumer.
There are several international developments having a major influence on the position of the
European fruit & vegetable processing industry. The trade liberalization and the Common
Agricultural Policy in the EU measures in other regions are examples of institutional factors
that play a role in the patterns of global trade in fruits and vegetables.
WTO and world trade
General
Despite the improvement in the overall trade environment for fruits and vegetables, there are
still high tariffs and other non-tariff barriers to trade. One of the most common non-tariff
barriers is comprised of the various antidumping rules that countries can and do invoke to
avoid the influx on imports. Anti-dumping practices affect the patterns of trade in fruits and
vegetables and remain a threat to the trade of some commodities in some countries.
The current shift towards liberalisation, the further reduction of trade barriers and the subsidy
reduction evolves changes in trade patterns for fresh F&V. Horticultural exports of Central
and South America, and the Middle-East and North Africa can be expected to increase, as can
be the net imports of the European Union, the U.S. and Japan. China is emerging as an
increasingly important horticultural exporter and this role could be boosted should trade be
liberalised, especially with increased exports to Japan, Korea and the rest of Asia (Rae, 2004).
A similar role can be contributed to India.
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Globalisation
Globalization of the F&V trade has made fresh produce accessible to consumers around the
world, overcoming seasonality and smoothing price fluctuations. High income-growth rates in
developing countries significantly higher rates of F&V consumption and trade in the future. In
the meantime, developed countries will dominate global consumption and trade of fruits and
vegetables, not only because of their high income levels but also because of consumers’
increasing concerns about healthy eating, which tend to increase F&V intake in their diets.
The United States is well placed to take advantage of the potential for greater horticultural
trade, both as an importer and as an exporter, because of its income level, access to advanced
technology and transportation, and trade agreements that allow for the freer flow of products
around the globe.
The development of some major production countries such as China, India, Turkey and
Thailand can change global trade patterns in the coming decade.
 Traditionally, processed products dominated China’s overall exports of fruits and
vegetables, accounting for nearly two-thirds of expert value during 1998-2000. Japan is
the leading market for Chinese exports of processed products. In the 1990s, China’s share
of Japan’s import market for processed fruits and vegetables trended steadily higher.
China’s share jumped from 24% in 1990 to more than 50% in the beginning of the 21st
century (Dyck e.a., 2002; Huang, 2004b; Shields e.a., 2004; Yuman e.a., 2004).
 An expert opinion survey has inferred the following trends in the future for fruits and
vegetables sector in India: F&V would continue to be harvested manually in the future.
While small land holdings and non-availability of good quality planting material have
been the major issues of concern, it is expected that quality of planting material would
improve in the long run due to selection, hybridisation, breeding and tissue culture.
For poor farm management practices, there exists strong need for extension education and
training for the growers. Cooperative and contract farming may solve the problems for
small land holdings towards improved yield and quality in the long run (TIFAC, 2000).
Application of fungicides/pesticides and chemical preservatives would be phased out and
would be replaced by more environment friendly technologies in the long run. While precooling (cold chain) and surface coating are expected to dominate in the short run, new
packaging and irradiation technologies are expected to emerge in the long run for preservation
and extension of shelf life. Change in consumer taste, food habits & life style, convenience,
nutritional value and purchasing power are the likely reasons for preference of processed
products. While the level of processing would hover around 5-10% in the next 10 years, 1520% of fruits and vegetables may be processed by 2010. While the small scale processing
units would dominate in the short term, an advent of large/medium scale units is likely in the
long term (TIFAC, 2000).
The quality gap between Chinese, Indian and foreign products in international markets may
well be closing. This means producers with higher costs will need to compete on the basis of
reliability, consistency of product service, and other non-price factors (Huang, 2004)
However, there are some comments to be made.
 First, South-east Asia and China offer only a few varieties of fruits and vegetables in
large volume for the export market. High quality products are available, but volume is
limited and generally predestined for a particular market.
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

Secondly, the vegetable and fruit industry dies not use grade standards (e.g. for
uniform product size an appearance), which are essential for international trade,
although a number of private firms successfully export fresh and processed products
based on customer specifications.
Third, China does not widespread use of basic marketing practices, such as modern
packing and packaging techniques. The ample supply of labour (and associated low
cost) slows adoption of capital improvements that would improve produce quality
(Huang, 2004)
Common Agricultural Policy (CAP)
EU preferential trading agreements are an integral part of the management of fruit, vegetable
and potato imports by the CAP. For F&V produced in significant quantities within the EU,
the CAP maintains relatively high prices by controlling the quantity and pricing of imports.
For many products, the CAP establishes minimum import price requirements or restricts
imports through quotas associated with the various preferential trading arrangements.
Nevertheless the EU remains the world’s largest importer of fruits and vegetables because of
limited production potential for many products and strong demand from EU consumers due to
high incomes, an aging population that prefers a healthy diet, and a historical preference for
high-quality fruits and vegetables (Hasha, 2004)
With fewer constraints and lower transaction costs, firms can design strategies for
optimization of sourcing on a global level, not just on a national level. Being a player in an
international arena requires more resources than being a player in a national market, but may
be necessary to stay competitive in domestic markets. Some types of firms will be better able
than others to adapt to the challenges (Huang, 2004)
Socio-demographic developments
Socio-demographic changes are the general starting point of the changing consumer
preferences and behavioural aspects. Changing environment and lifestyles are resulting in a
series of influencing factors affecting consumer needs and market trends .Coming decades the
current socio-demographic tendencies are persistent for population growth, , urbanisation,
migration life expectancy, the aging population, household composition, career-women, …
World population growth
Fig 2 illustrates three scenarios for population change, depending on levels of fertility. World
population is projected to increase to 7.8 billion by 2025, and to reach 8.9 billion by 2050,
according to the medium scenario where fertility stabilizes at 2.1 children per women. This
projection does not correspond with the doubling time of 51 years associated with the annual
growth rate in 2000. The projection assumes that the growth rate will drop slightly by 2020
and continue declining as the century progresses. If the growth rate does fall and the world
population reaches 11 billion by 2100, the population will have doubled in about 100 years.
Because most of the world's population growth is likely to continue to be in less developed
countries, Asia will continue to hold the majority of the world's people. Africa and Latin
America will gain larger shares than they have at present. The population of these regions
may increase by 100 percent by 2100, according to moderate projections. In 2100, nearly 90
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percent of world population could live in countries currently considered less developed,
compared with about 80 percent today (UN, 1998).
Fig 2. Future of World Population Growth:
Three Scenarios, 2000 to 2050. (Source: Untied
Nations, World Population Prospects, The 1998
Revision)
Urbanisation
The world has experienced unprecedented urban growth in recent decades. In 2000, about 47
percent of the world's population lived in urban areas, about 2.8 billion. There are 411 cities
over 1 million. More developed nations are about 76 percent urban, while 40 percent of
residents of less developed countries live in urban areas. However, urbanization is occurring
rapidly in many less developed countries. It is expected that 60 percent of the world
population will be urban by 2030, and that most urban growth will occur in less developed
countries.
Aging of people
This 21st century phenomenon, shared by many nations, can be attributed to advances in
science, technology and medicine leading to reductions in infant and maternal mortality,
infectious and parasitic diseases, occupation safety measures, and improvements in nutrition
and education. Rapidly expanding numbers of very old people represent a social phenomenon
without historical precedent. Today, the number of persons aged 60 years or older is estimated
to be 605 million. That number is projected to grow to almost 2 billion by 2050, when the
population of older persons will be larger than the population of children (0-14 years) for the
first time in human history.
Changes in household composition
According to an Irish survey in 2003, following tendencies are noticeable between 1996 and
2002:
 increase in number of childless couples with 38,7%
 increase of lone parents with 24,5%
 the amount of one person augmented with 14,8%
In addition, the amount of couples with children grew less with 11,1%. Family planning, less
adherence to the catholic dogma, increase in female participation in labour force and women
that are postponing child bearing were the factors leading to an increase in childless couples.
The factors leading to an increase in one person households were the increase in number of
singles, the increase in number of separated and divorced people and the significantly growth
of the amount of elderly of which 26% life alone. In total, elderly constituted in 2002, 41% op
the Irish 1-person households.
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Market Conditions
Consumption
Potato
Consumption of potatoes has declined between 1975 and 2003. Consumption of fresh
potatoes has halved between 1975 and 2003. Consumption of processed potatoes, of which
the main components are chips and crisps, has doubled over the same period of time (UK
survey
Fig 4a. Fruit, vegetable and potato
consumption in UK, 1975-2003, in grams
per person per week
(source:
Fruits
Based on data of the National Food Survey (UK, 2003), fresh fruit consumption has risen by
over 50 % between since 1975. Among the same period, processed fruit consumption has
risen by over 80%, almost exclusively driven by an increase in the consumption of fruit juices
which more that off-set decreases in canned, dried and frozen fruit products.
Fig 4b. Consumption of fresh and
processed fruit products in UK, 19752003, in grams per person per week
(source:
Vegetables
The UK-survey indicated that the fresh vegetable consumption has changed little since 1975
(see figure 5a).. However, there has been a shift within the fresh green vegetable category
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Average consumption of green fresh vegetables has dropped by 32 % . Over the same period
of time, consumption of other fresh vegetables has increased by 25%. Consumption of
processed vegetables his risen, however in recent years ht trend seems to have been reversed.
In 1996, the consumption of processed vegetables was highest (727g per person per week); it
has decreased steadily since then. Consumption of all vegetables including potatoes has
increased by 7,7% since 1975
Fig 5c. Consumption of fresh and
processed vegetables in UK, 1975-2003,
in grams per person per week
(source:
Health
There is increasing scientific evidence that low F&V intake is a key risk factor for several
non-communicable diseases, therefore WHO is planning an initiative which will actively
promote increased consumption of F&V (WHO, 2003). A recent published WTO/FAO report
commends the intake of a minimum of 400g of F&V per day (excluding potatoes and other
starchy tubers) for the prevention of chronic diseases such as heart disease, cancer, diabetes
and obesity, as well as for the prevention and alleviation of several micronutrient deficiencies,
especially in less developed countries. F&V are important components of a healthy diet, and
their sufficient daily consumption could help prevent these major diseases. Overall, it is
estimated that up to 2,7 millions lives could potentially be saved each year if F&V
consumption were sufficiently increased.
Food scientists have shown that frozen F&V can be an alternative to fresh produce when it is
unavailable. Much seasonal produce can be made available throughout the year through the
quick-freeze method. Studies are going on and show that by using the quick-freeze method,
F&V retain most of their nutrients. Moreover, there are indications that fresh products are not
always better than processed and preserved products. In figure 4, an illustration is given
considering the degradation of vitamin C content in spinach (Unilever Research, UK). It
shows that the quick freezing process retain the amount of vegetables on 70%, whereas a fast
degradation if measured in the fresh commodity products.
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Fig 4: Degradation of vitamin C in
spinach, for fresh, chilled and frozen
products (Unilever Research, 2003)
(source:
Potato consumption in a general sense is recommended by health experts, but potatoes are
excluded from the fruit and vegetable category by nutritionists (in spite of their vitamin C and
potassium content). Potatoes are associated wrongly in the public mind as being fattening. Yet
health concerns with body image, weight and obesity have led to the popularity of diets such
as Atkins. This has led in some areas to carbohydrates such as potatoes being eschewed in
favour of protein based foods.
The processing of potatoes in the form of chips is one area where the product might be
considered unhealthy.
The big drive for healthy eating is the consumption of more fruit and vegetables known as s 5d-ay endorsed by the World Health Organisation and national governments. In the UK this
has taken the form of the provision of free fruit and vegetables for all 4-7 year olds. As noted
above potatoes are excluded from these categories It is interesting to speculate whether they
would have been included in “5 a day” if they were a fashionable middle class staple.
Obesity
Obesity and anti-obesity measures are expected to impact significantly on future lifestyles and
food consumption patters. In Europe as a whole there are 400.000 more overweight children
each year and the problem is particularly evident in Southern EU countries of which 30% of
the 7-11 year olds have overweight symptoms. There is an emerging drive to counteract this
trend in order to prevent associated chronic diseases within the EU and WHO.
Food manufacturers need to take account of the marked shift in the way consumers approach
weight loss and dieting by emphasising a healthy lifestyle over calorie control. Diet regimes
result in changes in consumption of food products. Market research show that people who
have gone on diets are eating significantly more fruits (72%), vegetables (70%) and salads
(69%). In contrary, due to the growing focus on the issue of obesity, potato product
consumption is noticeably affected by diet regimes, the consumption of potatoes declines with
56% and chips with 85%.
Allergies
A growing awareness of the problem among the general public, along with high-profile media
coverage, has created an active and growing, if sometimes difficult to understand, market for
free-from products. Indeed, foods and beverages specifically made for individuals who have –
or believe they have - food allergies remains a fast growing segment. One in three Americans
believe that they have a food allergy, even though various government and medical
association statistics suggests that the incidence rate is probably closer to one in 25.
Food allergies are an increasing health issue in Western societies, presenting a major
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challenges for the food industry (UN, 1998)
Whilst only 3% of the European adult population have been diagnosed as suffering from food
allergy, the perception amongst customers is that such food reactions are a common condition.
Indeed, up to 30% of the population claims to suffer from some form of food allergy; most of
this group employs self-diagnosis and consequently implements treatment strategies (usually
avoidance of certain foods), which are undersupervised by a medical practitioner. The
perception that food allergy is a common condition is heightened by the fact that food
allergies, along with other types of allergy, appear to be on the increase. Thus the number of
incriminated foods and the frequency of severe reactions appear to be rising rapidly (Mills
e.a..)
Consumer preferences
General
The socio-demographic tendencies as discussed above are leading to some trends in consumer
behaviour. There is a general shift in food consumption from fresh products to processed
products and from home consumption to outdoors consumption. The most important foodrelated change of the past two decades is probably the increase in consumption of food
prepared away from home, whether eaten in restaurants or as take-out or home-delivered
meals.
Due to the growth of the overall population and immigration will result in an increase in
physical size of the target markets, increase in variety of consumer tastes, needs, lifestyles and
habits.
Due to urbanisation the larger proportion of the market is located in urbanised areas, which
are more inclined to be more adventurous and less traditional with food patterns. There will
be a need for development of new products to meet demand for imaginative, modern dishes
and to cater for different needs of population segments.
The increase of the “grey market”, the life expectancy and the growing need for long term
care institutions will have following implications;
- production of new products catering to needs of the older population. This trend
requires the understanding of the dietary and convenience needs of different segments
and a knowledge of the taste of different age segments;
- the knowledge about the future food consumption habits of the grey market. Should
companies focus on traditional aspects or on an older version of today’s modernised
food preferences? Can we suggest that today’s youth = tomorrow’s elderly. We should
understand the changing consumption habits with age.
The changes in household composition results in an increased spread of household sizes,
changing family product requirements and the need for a wider variety of pack sizes and for
smaller pack sizes and extended product life. Further on, there is an increased demand for
convenience products which are easy to prepare and reducing cooking times. There is also a
potential growth in smaller market niches, prepared products catering for special needs and
demands of different groups (single parents, single persons, elderly). The growing number of
women in the work force, the increasing tendency of women to focus on career, the
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fragmented dining habits results in an increased disposable income for the working
population. These aspects implicates less free time available for family-oriented activities,
including food preparation, and the continuing need for convenience, but not at cost of health
and nutrition. Smaller groups are eating together and more individuals eating alone. The
increasing spending power makes resources available to purchase value-added products.
A growing awareness of health issues is another trend in consumer behaviour, namely issues
on obesity, allergies, low-carb diets, food safety. People are becoming more aware of food
scientific aspects and nutritional value. However, based on a study of Verbeke (2005),
people’s knowledge on functional ingredients in food is relatively divers. Vitamins, minerals,
fibres are relatively well-known. In contrary, only 60% is familiar with beta-carotene and
about 41% of the respondents know the existence of anti-oxidants. Less than 20% of the
respondents are familiar with the real concept of omega-3.
Fruit & Vegetables
Based on focus group sessions, it became clear that the consumer is confronted with a
dilemma. Fresh vegetables are perceived on the one hand as the best product in terms of
health, quality, nutrition and naturalness. On the other hand, the preparation of fresh
vegetables is increasingly considered as too time-consuming, especially by working people.
Under these circumstances, the consumer looks for an alternative under the form of processed
vegetables: frozen, canned or glass.
The typical consumer of fresh vegetables can be described as a female who corresponds with
the traditional mother figure and concentrates on healthy food, containing all minerals,
vitamins and energy. Cocooning is a central lifestyle in the life of this person, who is
positioned in the second quadrant of the figure.
The consumer of frozen vegetables is defined as someone who wants to serve fresh vegetables
but looks for an ideal compromise, which is found in frozen vegetables. This is type of
consumer is described as modern, sophisticated and chic – a busy person, working outside the
home, who considers cooking a waste of time. Inn the family of the consumer of frozen
vegetables, the microwave oven takes a central place. In the figure, the typical consumer of
frozen vegetables is situated in the third quadrant.
The typical consumer of canned vegetables is considered as old-fashioned, having no taste.
This person is considered as introverted and servile. A typical characteristic of this person is a
lack of spending much money on food. The typical consumer of canned vegetables is situated
in the fourth quadrant of the figure.
The consumer of vegetables in glass occupies a dualistic position in the upper half of the
figure. This person is perceived as active, working outside the home and responsible for a
family. Normally, fresh vegetables are preferred, but the typical consumer of vegetables in
glass does not like cooking and values personal time. Under these circumstances, vegetables
in glass are an ideal alternative. Quality occupies a dominant position related to food choice.
The fact that the core product can be seen through the glass helps to evaluate the quality.
Another typical characteristic is related to the ideal that vegetables in glass give the possibility
of meeting every wish in the family.
Of all processed vegetables, frozen vegetables had the best image in terms of vitamin and
mineral content. This attribute was significantly more mentioned by typical consumers of
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frozen vegetables. Frozen vegetables were perceived as easy and fast to prepare, providing
variety and ideal for active and modern people. An association with the attribute “industrial”
was mentioned. Canned vegetables were perceived as cheap and industrial. Other associations
included convenience, speed and variety. Canned vegetables had the image of being the
preferred vegetables of single people. Glass vegetables had a less industrial and cheap
connotation but a more traditional image than canned vegetables. Apart from offering variety,
important product benefits included a good presentation and that quality of the product can be
judged visually. A similar response pattern for glass and canned was found for situation and
image components. These quantitative results about perception and image of vegetables fully
confirm the findings of the qualitative research. That is, frozen vegetables are clearly the
preferred alternative for fresh, which can be explained by greater familiarization of consumers
with the freezing preservation technique rather than with the vegetable sterilization technique,
which was commonly applied in households some decades ago (Viaene e.a., 2000).
Fig. 3: Perception of consumers of fresh, frozen, canned and glass-packaged
vegetables (Source: Verbeke e.a., 2005)
The competition of some new industrialised regions is undermining the brand loyalty of
customers. In mean time it forces companies to innovate and renew their products.
Competition on a global level results in a kind of restructuration of “taste”. Food ingredients
from other parts in the world are frequently used in new receipts. Simultaneously, specific
production methods and techniques, such as GMO’s and organic agriculture have created a
market. It is expected that in some segments, these developments will grow. Tastes are
converging.
The intensity and speed of our life style is increasing and consequently enhances the demand
for more convenience. The concept of “snack food” anticipates directly to this social
development. Simultaneously, an opposite trend is defined as “onthaasting” in which food and
dinner has social function. The participation of women in the labour market increases and
influences the purchase power of families and the interest in ready-to-eat meals positively.
Purchases are done once a week in the super- or hypermarkets. The life style of the modern
consumer is highlighted. Changes in the demographic composition, and the phenomenon of
the ageing people in particular has an enormous influence on the call for healthy and health
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improving food. Moreover the research for specific physiological issues, such as diabetes has
become more important. Vegetarian meals, functional foods, nutraceuticals and pharma-foods
are the result of new technological innovations driven by social-economical evolutions.
Potato
According to a survey in Ireland, potatoes are perceived positively because potatoes are safe
to eat, healthy in general and versatile. So, the key strength of the potato product is perceived
by its natural goodness. Potatoes win out against unhealthy, salt-saturated produce. The
versatility fits with consumer demands for convenience. Further on, potatoes have a good
nutritional value and a good value for money. This perceived value for money, although a
give, can be enhanced via smaller pack sizes.
In contrary, potatoes are seen as unfashionable, unsuitable for weight conscious, fattening and
not particularly imaginative. Potatoes have a boring and unimaginative image. The perception
of potatoes as fatty and starchy products are weakening the market position in a fat, obese
conscious society. Potatoes lose out against pasta and rice for ease of preparation,
fashionability and for imaginative cooking.
Other consumer trends are following:
- older age groups are heavier consumers of potatoes than younger age groups
- potato consumption is particularly high among farming households
- younger age groups are more inclined to choose chips/wedges/waffles or pasta and
rice than older age groups. The concept of “snacking” is growing. A 2003 UK survey
about snack products eaten after school show that 80% of the respondents are
preferring crisps. Fruits are mentioned as fourth (27%) and chips as seventh with 21%
of the respondents.
- daily consumption of potatoes is declining
- majority of potatoes is consumed with a main meal
- conventional cooking methods remain prevalent
Distribution chain
The shift towards internationalisation and consolidation is not only visible in the foodprocessing industry. More in particularly, this evolution in the retail-business could result in
large consequences for the supplying industries. In 2005, it is expected that the top-10 in
Europe controls 60 % of the market (in 2000, it was 38%). In the UK increasing concentration
has resulted in a top 5, controlling 75% of the grocery market in the UK. In addition this
power is spreading beyond food with the result that one of every eight pounds spent in the UK
is now spent in Tescos (Caraher, 2004). The new competitive pressures have contributed to
retail and wholesale consolidation as firms seek efficiency gains through mergers and
acquisitions to strengthen their competitive positions (Cook, 2000). Not only the
consolidation and concentration trend has a major effect on the negotiation power, also the
appearance of “buying desks”, the growing market share of private labels, the overcapacity at
the suppliers’ side and the strong competition in the agro-food business enhances the
negotiation power of the retail business (Gellynck, 2005). Further on, the smaller amount of
large contracts and delivery and collection issues, influenced by JIT technology are increasing
the market power of retailers and the food service sector.
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The answer of the agro-food sector should follow a similar development towards economics
of scale and consolidation. Direct communication with the customer by use of several
marketing technique and parallel to the retail-sector will be important in order to gain
commitment of the customers.
Fig 6.: Supply Chain Funnel (Source:
Carahar 2004)
Production Characteristics
In this paragraph, the developments on the production-side or discussed. In this approach, it’s
the objective to focus on the developments of some growth inducing subjects, namely quality,
technology, productivity and environment.
Technology,
Quality
Food safety is arguably the single most important issue with which the global food industry is
currently pre-occupied. Fuelled by the incidence of high profile food safety crises in the 1990s
(Salmonella, Listeria, BSE and E. coli O157, dioxin) and polarised views on genetic
modification of foodstuffs, all stakeholders in the food chain are seeking more/better
information about the provenance of food and they way it has been processed, from farm to
fork.
In the 21st century, the food supply chain has become a complex, interconnected system,
where consumers play a fundamental role. Development strategies and initiatives must
now focus not only on traditional economic measures of food demand, but also on issues
such as food safety that require traceability and assurance protocols.
The potential for increased food-related illnesses from continued increases in internationally
traded food will challenge government food safety systems and private firms to develop and
implement improvements in prevention, inspection, and control systems.
Consumer groups in developed countries have also brought attention to organic production of
food and the topic of animal welfare. One way in which the public and private sectors have
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responded to consumer demand for these quality attributes has been by developing and
implementing mandatory and voluntary quality control, management, and assurance schemes.
Quality assurance is the part of the quality management system that focuses on the fulfilment
of quality requirements (internal quality assurance) and providing confidence of meeting
customer requirements (external quality assurance). The quality assurance in the agro-food
business is important due to the characteristics of the production: the variability and
perishable aspects, the seasonality and high supplying frequency of the raw material, the
numerous and various suppliers, purchasers and the related distribution aspects, the relatively
low product value and the hidden safety risks. The different QA-systems, such as GMP/GHP,
HACCP, ISO, BRC are part of a total quality management.
Fig. 5: Different Quality Assurance Systems in the agro-food industry (Source: Food quality Management,
Wageningen, 2004).
The quality assurance schemes could have important impacts on trade in food products.
Providing a product attribute that closely matches intermediate customer or final consumer
demands may provide a competitive advantage to domestic producers and processors. The
trade impacts of food quality assurance schemes will depend on a complex set of factors.
Ultimately, the impact depends on the value customers place on particular quality attributes
and companies’ relative ability to deliver them. The trade impact will also depend on whether
the standards are mandatory or voluntary, and whether they are adopted at the national or
European Union (EU) level.
Private-sector approaches are often intertwined with each other (ISO standards often use
HACCP, for example) and with multilateral coordination mechanisms (such as Codex
HACCP standards). Countries and firms within countries may use private system approaches
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differently, and this difference influences the marketing of food safety internationally. In
general, the greater the coordination of multilateral mechanisms and private approaches
among firms and nations, the more they will be able to provide verifiable and valuable
information to trading partners and facilitate trade (Buzby, 2001)
Technology
Companies that are marginally profitable and financially unable to upgrade their plants or
equipment are susceptible to leave the industry because of intensified price competition, while
other firms which have invested in plant and equipment are becoming internationally
competitive.
Packaging
Canned
Canning and preserving are traditional technologies that remain the means of choice for
bringing processed peas and corn to consumers, although freezing is also used for those
commodities. Ultra High Temperature packs are also important for juices and other products.
European canning operations generally employ readily available and established processing
technology adaptable to the particular requirements of a manufacturer. When a company
upgrades a facility, it normally does so by modernizing or replacing older equipment, with an
emphasis on higher productivity and better quality control.
Many companies that were marginally profitable and financially unable to upgrade their
plants or equipment have already left the industry because of intensified price competition,
while other firms have invested in plant and equipment to become internationally competitive.
With today's canned fruits and vegetables, there will be little chance for expansion in the near
future in Europe. Market expansion is dependent on producing a quality product which will
satisfy consumer's needs and desires. Our research effort should be oriented toward this
objective. The consumer wants; the consumer needs and the consumer must have new uses, if
we are to increase worldwide consumption.
During the last six years, metal packaging providers constantly tested and created new
designs, altering materials and incorporating adjustments to make easy-open ends even more
functional and convenient. The “end result” is easy-to-grasp tab designs with larger openings,
easier finger access, and a smoother pull requiring less force.
In the same study, more than 80% of consumers said they would pay more—from six to eight
cents more—for a convenience end on canned food products. And supermarket sales data
confirms this. Documented case studies confirm that companies such as Del Monte,
Campbell’s, General Mills, Nestlé, and ConAgra Foods have benefited from product
conversions or launches with metal packaging that has easy-open ends.
A study by Perception Research Services indicates that processors must chose the toughest
packaging they can find for their frozen food products in the hope to retain brand loyalty. PRS
found that, of consumers surveyed, 72% viewed the retailers with damaged frozen food
packaging as offering lower value products than its competitors. Another 25% said they
would question the quality of the brand. This study also indicates that favourable impressions
15
of the store and the product diminish with damaged packages. The researchers concluded that
brand loyalty does not appear to influence purchasing decisions when a package is damage.
Frozen
The freezing technology in current use is relatively new, and therefore the level of technology
employed is generally more sophisticated in freezing than in canning plants.
Much of the machinery used in food processing or in the warehousing of end products is
manufactured in Europe or the U.S. Technological changes in the industry are manifested in
new packaging processes or new materials, efficient process control systems, automated
distribution systems or new product formulations.
The development and use of packaging materials and techniques, such as aseptic or gasflushed containment, have improved the quality and convenience of foods and beverages.
These advances will help to improve prospects for growth in product categories such as fruit
juices, solid vegetables, sauces and soups.
Frozen F&V products offer important advantages to consumers whose lifestyles, ages or
nutritional requirements make it difficult for them to prepare meals from fresh foods.
Appropriate packaging and portions are key competitive advantages. In Europe, an aging
population and growing number of single-person households have created a demand for
smaller portions and convenient, microwaveable frozen foods.
Leading companies undertake significant research and development (R&D) in product
adaptation and production efficiency achievement.
Productivity
Today the acceptance of food fundamentally depends on high quality and other positive
features of the goods produced and offered to domestic and foreign consumers and the utility
they incorporate for the consumer. First, it seems necessary that the focus on consumer wishes
be strengthened and become the ultimate basis for decisions made by the actors in the food
chain. To transform consumer wishes into creative products, the expenditures for R&D must
be increased. Secondly, in light of various food scandals, it is essential that the consumer can
be guaranteed safe, healthy food products. An important step has been taken in this direction
by establishing quality management systems. However, it seems necessary that most farmers
also establish such systems such as Eurepgap in the future.
For the competitiveness of the value-added chain it is essential that all sub-sectors are
themselves competitive. The competitiveness of the whole chain can be significantly
improved if the vertical integration of the sub-sectors is intensified. To track the wishes and
attitudes from the final consumers through the whole chain makes close co-ordination
between the various partners necessary.
It is to be expected that aside from quality, price also will be a key buying criteria in the
future. Low prices in combination with sufficient profits for the actors in the food chain can
only be realised with high efficiency of the vertically connected enterprises and with an
economic framework to produce and distribute food as cheaply as possible. It has been
16
mentioned that the professionalism of the participants in the food chain in must be improved.
Intensifying education, continuing the training of managers and employees, and a more
extensive use of modern decision aids can assist this process. However, in addition to lowcost production and distribution strong efforts are necessary to improve the size structure in
agricultural production and the food industry. There are many further necessary steps to
improve the competitiveness of the European value-added chain in the future. These include
the realisation of economies of scale and scope and of the advantages of large-scale
enterprises in R&D and marketing, in addition to the exploitation of learning curve-effects.
Integration processes have to be intensified; for example, by applying the ECR concept to the
food trade and the food industry, but also by vertically integrating the food industry and
agriculture.
Environment
As a result of changing habits and life styles, the attention for healthy food has increased
exponentially. The consumer is critical in his decision making process and in particular for
health and price. Healthy food stands for ‘low-caloric’, ‘low-fat’, ‘low-cholesterol’, or ‘lowsodium’. Simultaneously, this evolution encourages producers and governments to have more
attention for food safety, e.g. microbiological contamination. Consumers claim food products
as natural as possible in relation with the general respect for the environment. Environmental
issues are number 1 on the social agenda in developed countries. With reference to the health
concept, there is a strong tendency towards food products which have preventive
characteristics against illness such as multiple sclerosis, intestinal cancer, and cardiovascular
diseases. These developments are fuelled by an essential shift in the care (and its related
costs) supported by the society (medical costs, hospitals, etc.) towards the customer. This fits
in the phenomenon of the individualization of the society.
De legislation is influenced by the consumer and its increasing requirements for safety. The
agrofood-industry is subjected to procedures which slow down the introduction of novel
foods. Simultaneously, the investment is tremendous. For example, the introduction of a new
food product without clinical test phase results in an expenditure of € 1 million. With the
clinical tests, depending on the type of product, the total expenses for introduction can easily
increase beyond € 2 million. The rules and legislation to follow are resembling more and
more to the introduction of a pharmaceutical product. Only large multinational companies do
have the essential financial input. On the level of Quality Assurance, the industry is
confronted with several guidelines and systems (ISO 9000, HACCP, FDA in the U.S., BRC in
the UK) which differ within countries. The European Food Safety Agency will look on
attentively on the implementation and the follow up of these guidelines and procedures.
Expected evolutions in the food industry
Food processing
In Germany it is expected that between 2006-2010 about 50% of the thermal processes in the
production and food conserving industry will be replaced by new not-thermal procedures, e.g.
high-pressure processes, because they have a favourable influence on quality. The
development of new processes will be more based on scientific insights, programming and
17
modelling and not only on the basis of empirical research on laboratory level. On the level of
frozen processing, ice crystals will be smaller and the nucleation and ice crystal growth will
be controlled more efficient.
Public awareness of the purported health benefits of dietary antioxidants has increased the
demand for F&V products with recognized and improved antioxidant quality and has created
new opportunities for the horticultural and food industry to improve F&V quality by
enhancing anti-oxidant content (Kalt, 2005)
During the processing of fruits, e.g. to produce juice and nectars, and vegetables, e.g. to
produce prepared potato products there is an abundance of waste material. This waste or byproducts of F&V processing are potential sources of natural additives and functional food
ingredients. This is particularly valid for phenolic compounds (Schieber e.a. 2001)
Packaging/ Labelling
In 2006, biodegradable packaging will find its application in the food industry. Intelligent
packaging that visualizes the quality of the food (freshness, vitamine content, etc.) will be
used in practice. In 2007, about 50% of the food products will be packaged with the help of
reusable packaging.
Biotechnology
Thanks to biotechnology, it will be possible to tune the food towards the prevention of
cardiovascular diseases, cancer, multiple sclerosis (the concept of Neutraceuticals). Within a
couple of years, it should be possible to specify this towards ‘genetic subgroups’ and within a
couple of decennia, people will have a genomic passport which enables it to balance
personalised nutrition.
The use of genetically modified organisms and their products in food widens the availability
of resources while also raisin public interest about safety and labelling. The present status of
GMO enzymes in food production has to be reviewed and safety issues about GMO use in the
food system have to be discussed (Lee, 2004).
Food science & engineering
It is expected that the relationship between the structure of components of food stuff and its
characteristics will be understand more in detail. As well it is suspected that a causal link will
be found between food and human health. It is of major importance that the research
continues on the development of new technologies and procedures in order to understand the
effect of e.g. genetic modification, irradiation, micro-wave, … on the human health.
Developments in bioscience engineering will lead to better productivity, the introduction of
natural and fast processes and a more efficient control on the quality of the input.
The nutritional properties (e.g. bioavailability) of some health ingredients as well as the
technological functional properties of all ingredients may change considerably by
incorporation into the food product and during processing and preparation of food products.
The knowledge concerning the interaction of processing, structural changes and state
transitions and changes of functional properties is still limited. It should be improved quality
and for suitable technologies (Kunzek e.a., 2001).
18
The advent of biotechnology presents fundamental challenges to the global agri-food industry.
While the scientific base for agri-food production is being revolutionised, it is not clear if or
how the technology will be used. Proponents of biotechnology and a large portion of agrifood policy makers around the world project a positive future in which technology overcomes
food shortages, improves the environment, heals or eliminates disease and leads to a
prosperous and healthy society. A smaller but significant array of policy makers, citizens and
consumers fear that the technology will exacerbate food insecurity, threaten the environment,
endanger human health and ultimately impoverish society itself. Although scientists and
industry are convinced the fears are unfounded, it is not clear that our social institutions will
be able to adapt, adopt and use the technology in a way that will satisfy society and improve
social welfare (Phillips, 2002).
Measurement & Analysis
Food science and engineering traditionally have been the basis for the development of the
process technology related to the manufacture of foods. While these disciplines remain
important, new challenges for the food industry have created an incentive to explore the
potential of recent advances in computer-aided engineering. Such challenges include
consistent quality, productivity, safety, and environmental and consumer friendliness (Otles
e.a, 2004)
Hygiene will be measured with help of a general application of biotechnological analytical
methods. The recognition of pathogenic germs and micro-organisms will improve. Online
process-sensors will control and monitor the quality-indicators during the production.
The application of Time Temperature Integrators (TTI) for frozen chain management provides
a reliable indication for the optimization of the quality at the consumer end. A TTI based
management system for frozen product distribution and stock rotation shows consistent
acceptable quality and minimization of rejected products at the consumer end (Giannakourou
e.a., 2003).
Water purification
New irrigation techniques will be available for arid climates in order to cultivate crops.
Decentralised biotechnological purification systems can be put in place and are capable to
delete some difficult degradable waste products. Biotechnological purification system will be
improved by e.g. better membranes and plasma.
Supply Chain
Improving supply chain management is very important to face the globalisation challenges
especially for agro-food industries. A main development on this level is the integration of
technologies and systems between the different actors in the supply chain. This integration
can be pursued within the organisation itself. As a result, the improvement of efficiency on
different levels between and within the organisation is the objective, as well more
convenience on global scale.
Implementation of new technology can have a major impact on raw material flows and the
organisation of production in the European processing industry (Bendiksen e.a. 2005).
19
Information Systems
The communication between supplier and consumer will be intensified. Initiatives as e.g. the
Consensus Workshops, financed by the European Commission, with the objective to tune the
preferences between consumer and producer will be extended. As in the chemical business,
the advanced ‘process control automation’ can play a key role in the future of agribusiness.
Systems will be self-teaching while functioning, e.g. production and operational simulation
techniques.
Efficient Consumer Response (ECR) is another example of an Operational Strategy. Much of
the grocery sector uses components such as PoS data, EDI, fast re-estimation and re-orders in
order to drive supply to meet demand. A customer can walk into almost any supermarket in
the UK and be served by a cashier who is using laser technology to read Universal Product
Codes (UPC’s). The data generated from this UPC is passed on quickly and efficiently to the
relevant members of the supply chain. A simple example could be the purchase of some
frozen vegetables from a local store. Product data and information is transmitted from the
store to the manufacturer (2nd tier suppliers) and the growers (1st tier suppliers). Electronic
Data Interchange (EDI) facilitates this efficient transmission of data throughout the supply
pipeline, allowing the store to link supply with real-time demand. An understanding of exact
real-time demand is essential to the grocery industry, as the majority of products sold will
have a limited shelf life. to continuously improve the flexibility and responsiveness of their
supply systems in order to meet real-time demand exactly, and to move towards the holy grail
of mass- customisation (Burgess e.a., 2000).
Systematic and regular performance of receiving in-process and final inspection data of
quality systems at every stage of the supply chain is extremely important intended to assure
the quality and safety of food. Integration of information is the start for successful integration
of supply chain (Van Plaggenhoef, 2005)
Challenges
The international policy has an important influence on the agrofood-business, and the
agrosector in particular. With regards to food shortage in developing countries, the attitude of
the developed countries is important for the image of the agrofood-business. From this point
of view, policy measures are focusing on subsidies, dumping practices, support for third
countries. These policy measures of the WTO have a major influence on the food-industry,
for instance the environmental production. The enlargement of the European Union and the
CAP will reallocate resources and the supply of agricultural products.
Increasing import competition in the European market will necessitate expanding exports if
growth is to be maintained. Tariff and non-tariff barriers on canned, preserved and frozen
vegetables are being reduced and eliminated under the Uruguay Round and NAFTA and as
countries negotiate their entry to the WTO. Processors, modernizing and expanding, will
increasingly look to export markets as imports increase. The main challenges for the F&V
processing industry are to maintain its share of the domestic market and to increase exports.
Firms will develop and market the products that best match the companies' strengths with
consumer demand, with convenient value-added items growing in popularity and consumer
tastes constantly changing.
20
There will be increasing niche markets in the U.S., EU and Japan for quality F&V products
tailored to demand. There has been some introduction of new cuts and flavours and even new
"healthful" products. To meet competition, processors are enhanced to improve all aspects of
their operations. Many have introduced "Total Quality Management" systems to stimulate
innovative work environments and improve productivity as well as quality. Raw materials and
transportation, in addition to in-plant operations, are among the factors of production
addressed by total quality management.
It is the technical challenge to tune the production towards the market conditions. Pressure on
margins is expected to continue as retailers work to increase sales of private label products
and as Efficient Consumer Response (for "just-in-time delivery") forces processors to tailor
their delivery quantities to meet retailers' requirements.
With consumer preferences moving away from canned and toward fresh and frozen products,
as well as toward more convenience and value-added items (not to mention new tastes and the
changing ethnic mix), processors are juggling a vast array of variables in addition to the everpresent factors of quality and price. Consumer tastes are changing faster than in the past, and
processors have to adapt their product lines in response to domestic and import competition as
the popularity of both new and traditional products quickly rises and falls. This marketplace is
characterized by constant pressure to develop new products and to drop under performing
items.
Frozen and canned suppliers need to promote their products as relevant to today’s food
market. Mintel has decided to address the following hypothesis that: "the frozen and canned
F&V sector needs to take its cues from the wider food market in order to promote the product
range as convenient and healthy. Suppliers need to tap much more into consumer lifestyles to
help developing strong and powerful brand propositions. Consumer research shows that more
convenient and easier-to-eat fruit and vegetables will continue to be well received, boosting
the numbers of consumers who aim to meet the recommended 'five portions a day'. This
underlines the vital need to increase penetration among younger consumers in order to
maintain the market in the longer term.
Overall, there is a trend to internationalize regulations, and the industry will face the
challenge of looking at regulations that could be harmonized, either bilaterally or
multilaterally through the World Trade Organization and Codex Alimentarius.
There is a need to relocate or rebrand the health messages around potatoes. The ‘nut industry
has done this, from being previously seen as a source of high fats now nuts are healthy
options in the diet due to the marketing which now emphasises that nuts can contribute to the
lowering of serum cholesterol and heart disease.
21
Technological Research  Technological Challenges ??
General
- Optimisation of quality assurance systems and food safety
o Contaminants (pesticide residues, nitrate, bvb wortelen in België)
- Food science en engineering
o Nutritional properties (bioavailability) of health ingredients
o Knowledge concerning interaction of processing, structural changes, state
transitions and changes in functional properties (e.g. Ice crystal growth and
nucleation)
- Biotechnology (nutraceuticals, functional foods ,agronomy)
- Waste Management (by-products, water purification systems
- Information technologies (ECR, ERP, EDI, LSFO,…)
ERP : Short for Enterprise Resource Planning software. ERP software aids and controls the
ERP management system, which is a system that integrates and automates all facets of
business operations. This includes planning, manufacturing, and sales, while more recent ERP
software products encompass marketing, inventory control, order tracking, customer service,
finance and human resources as well.
Potatoes
-
-
-
Improved preparation of tuber material, processing and packaging systems
Cultivation
o Sugar content & low-carb cultivars
More sophisticated storage systems
o Energy-efficient
o Monitoring indicators
o Tuber-dormancy, bruising texture, waste
Introduction of new technologies
o Slicing
o Use of additives and flavourings
o Preservation – prevention of photo-oxidation
o Replacement of current generation of fats/oils
o Acrylamide- reduction with asparaginase
The potential for non-food products, medicinally related products and multi-purpose
potato crops
Fruit and Vegetables
Cultivation of crops
In the context of the cultivation and supply of raw materials, interaction farmer-processing
companies. The severe legislation on pesticides, residues and other contaminants. A few
weeks ago, some carrot fiels were subjected to a wrong application of the pesticide (Dursban).
From the perspection of food safety it’s important to have a very good view on the practices
22
of the farmers and it’s interesting to group them and motivate them for better practices. As we
consider the use of DDT and Temik in the cultivation of crops in China, we have to be …
Food nutrition-retention of nutrients
The retention of nutrients in the processed product depends on many factors: the type of
processing and the related leaching effects (in function of time-temperature), storage
conditions, nutrient stability, type of fruit or vegetables (structure, nutrient distribution,
presence of protective skin and others) and the interaction between nutrients.
The stability of nutrients is rather variable, of which the soluble vitamins are most sensitive
and the fat soluble vitamins are somewhat more stable.
Processing of fruit and vegetables results in nutrient loss, but this is also the fact for ambient
or chilled storage of fresh products. An investigation of the Unilever Research department in
the UK analyzed the retention of Vitamin C in spinach. It is noticed that once the product has
passed the process of freezing, the Vitamin C retention rest stable. In contrary, rentention of
vitamin C is noticeable decreasing in ambient and in a lessen way in chilled conditions. The
break-even point-is given after 2 days (Dewettinck, 2005). In this context, it is important to
manage efficiently the supply of raw materials in order to optimise the loss of nutrients during
storage.
Research has indicated that with respect to nutrients, vitamins are most studied and most
sensitive to degradation. Minerals and trace elements are less affected, the main losses are due
to leaching. Nowadays, there is still limited information of other constituents like dietary fibre
and bioactive compounds like polyphenols (Dewettinck, 2005)
Furthermore, the effect of processing on natural antinutritional factors (e.g. lectins) has not
been thoroughly studied. Some of these factors are present in fresh products. Some beneficial
effects may be expected particularly by heating. Even less information is available on the
effect of processing on bioavailability of nutrients (e.g. vitamins). It is known that there are
interactions of antinutritional factors with nutrients during processing and finally some
suitable techniques are available to measure the bioavailability (Dewettinck, 2005)
As an overall conclusion, processed fruits and vegetables contribute in a significant manner to
the intake of essential nutrients in our diet. This conclusion is even more valid when
compared with fresh products after food preparation (Dewettinck, 2005)
23
24
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