Pomelo Market in EU

Fresh fruit and vegetables: CBI MARKET SURVEY: THE EU MARKET FOR POMELO
FRESH FRUIT AND VEGETABLES
The EU market for pomelo

Publication date: May 2009
Report summary This CBI market survey discusses the EU market for fresh pomelo. The highlights are listed below. The EU consumption market for pomelo is steadily expanding but consumption is still low compared to other citrus fruit. France, Germany and the United Kingdom (UK) are the largest markets. Eastern European countries are becoming interesting markets as demand for pomelo is growing quickly. Pomelos are not produced in the EU and EU countries rely completely on imports. Between 2003 and 2007, imports of grapefruit (a close relative) and pomelo reached 630 thousand tonnes with a value of 414 million. The largest part consisted of grapefruit, which is far more popular than pomelo. Developing countries (DCs) accounted for 39% of the imports of grapefruit and pomelo into the EU. China is the leading pomelo supplier to the EU. Other major developing country supplier is South Africa. They are also main suppliers of grapefruit. Israel is the main supplier among the non-DC countries. It also supplies grapefruit. The Netherlands is the leading importer and distributor of pomelo in the EU. France and the UK are also large importers and have large consumption markets. Germany mostly depends on the Netherlands for the supply of pomelo. Supermarkets are the main outlets for pomelo. The sales of pomelo show a peak during the European winter when its supply is highest. The availability of pomelo differs per EU country but is commonly available in the largest markets. This survey aims to provide exporters of pomelos from developing countries (hereafter DCs) with product-specific market information about gaining access to the EU market(s). By focusing on the EU market(s) for one product, this document provides additional in-depth information, complementary to the general information and data provided in the CBIs market survey The fresh fruit and vegetables market in the EU, which can be downloaded from http://www.cbi.eu/marketinfo. Detailed information about pomelo is given in appendix A. This survey discusses the EU in general and particularly the markets in: the Netherlands, the United Kingdom, Italy, France, Spain and Belgium. 1 Market description: consumption and production
Consumption Pomelo (Citrus grandis) is the largest of citrus fruits. Pomelo originates in Indo-China and is a popular fruit in China and other Asian countries. It plays a significant role in the celebration of Chinese New Year. Consumption data on pomelo are not available. Data on grapefruit can be used as an indicator as the fruits are quite similar and attract the same type of consumer. However, the data must be used with caution as one may not assume a direct correlation between the size of grapefruit consumption and pomelo consumption.
Source: CBI Market Information Database URL: www.cbi.eu Contact: marketinfo@cbi.eu www.cbi.eu/disclaimer Page 1 of 12
In 2007, the total apparent consumption1 of grapefruit (including pomelo) in the EU was 457 thousand tonnes (Table 1.1). Average consumption per person was 0.92 kg per year. This is lower than the levels in other main markets such as the USA and Japan. However, the consumption grew 6% annually from 2003 to 2007.Due to the size of its population, the EU is the largest market for pomelo. The EU does not produce pomelo and this makes the EU by far the largest importer of grapefruit and pomelo in the world. Table 1.1 Apparent consumption of fresh grapefruit (including pomelos), 2003 2007, in thousand tonnes.
2003 2005 2007 EU Total 363 394 France 88 85 The Netherlands 35 32 Germany 60 51 United Kingdom 53 57 Romania 13 16 Poland n.a.* 28 Italy 31 28 Cyprus 9 14 Belgium 16 13 Czech Republic 10 7 Greece 7 8 Portugal 4 3 Sweden 6 7 Source: Eurostat, 2007, 2008 * n.a. data not available 457 93 66 62 45 32 31 26 15 12 11 10 10 7
Consumers are more familiar with grapefruit than pomelo. Pomelo is still not readily available in all EU countries. Until 5 years ago, it was not available in supermarkets, only in small grocery stores. The market took off five years ago when China started exporting pomelos in substantial volumes to the EU. For instance in 2003, pomelos were first made available to the French public when Carrefour introduced them in their supermarkets. Since this introduction, sales of pomelo in France have risen remarkably. Nowadays it is also a common product in German and UK supermarkets. Germany is also an important market mainly because of its population size. Grapefruits and pomelos are a common product in German supermarkets. The UK has been a pioneer market for grapefruit. Though popularity of the fruit decreased a little in the 1990s, it is still a common product in the supermarkets. Though exact data are not available, the UK is most probably the largest market for pomelo after France and Germany. As UK consumers are familiar with grapefruit, they are more open to pomelo. Italians have a strong favour for domestic product though they do import substantial amounts of exotic and off-season fruit. However, the market for grapefruit and pomelo in Italy is decreasing and consumption levels are below the EU average. The Netherlands is only a small market for grapefruit and is even negligible for pomelo, but it is a major trader of both types of fruits. Belgium and Spain also are very small markets for pomelo. Belgium does play a significant role in the intra-EU trade of pomelo imported from DCs. Pomelos are available year-round, but the peak in supply is from September until April when China is in season. In the intermediate period, South Africa and Israel are main suppliers. Pomelo is the most stable citrus fruit and can be stored for a long time without loss of quality.
Calculation based on data from Eurostat (2007, 2008) and the Food and Agriculture Organisation (2008). Apparent consumption includes industrial and consumer demand, and is calculated as production plus imports minus exports.
Market segmentation Elderly people are the most important consumers of citrus fruit. Families with children and young people have the lowest consumption level of citrus fruit. There may be a strong influence of ethnic minorities on the demand for pomelo. Chinese and other Asians are more familiar with pomelo than native consumers. Countries with most inhabitants of Asian origin are France and the UK. More on segmentation can be read in the EU market survey The preserved fruit and vegetables market in the EU. This survey can be downloaded from http://www.cbi.eu/marketinfo. Trends in consumption Consumption in Eastern European countries is growing strongly. The largest markets are still growing though more slowly. Increased exposure (better availability) has proven to stimulate demand. Chinese honey pomelos are much appreciated for their attractive colour, smooth skin, mild sweet taste and attractive price. There are many other varieties of which the most popular are Jaffa Red from Israel, Chandler and Oroblanco. The CBI market survey The fresh fruit and vegetables market in the EU contains more information about consumer trends and can be downloaded from http://www.cbi.eu/marketinfo. Production The pomelo is native to Indo-China. Pomelo is a citrus fruit that is produced in a tropical (or near-tropical) climate, like lemons and some types of grapefruits. Commercial production takes mainly place in China, Israel, South Africa, USA, Vietnam, Thailand and Japan. China, Israel and South Africa are believed to be the main producers of pomelo. Pomelo cultivation requires high temperatures and a low variation in day and night temperatures. Climatic conditions in the EU are therefore not suitable for growing pomelo. Specific production data on pomelos are not available. However, the Food and Agricultural Organization published production data on grapefruit which includes pomelos. These data give a general idea of production of pomelo as the main producers of grapefruit may also produce pomelos. In 2007, world production of grapefruits (including pomelo) reached 5.1 million tonnes (Table 1.2) (FAOSTAT, 2008 - http://faostat.fao.org). The USA accounted for 31% of the world production of grapefruit in 2007, followed by China (11%), South Africa (9%), Mexico (8%), Syria (6%) and Israel (5%). Table 1.2 Production of grapefruit (incl. pomelo), 2003 2007, in thousand tonnes.
2003 World production United States of America China South Africa Mexico Syrian Arab Republic Israel Turkey India Argentina Cuba Source: FAOSTAT 2009 2005 2007 4,777 3,977 5,061 1,872 401 312 361 n.a.* 256 135 142 184 228 924 444 363 350 n.a.* 264 150 142 273 134 1,580 547 430 390 290 245 182 178 176 175
*not available
In 2005, US production of citrus was reduced severely as Florida, the largest production area, was hit by a number of storms and hurricanes damaging many citrus orchards. However, Florida remains the major producer and the reference in terms of quality for all other grapefruits. Florida is considered to have the optimal climatic and soil conditions for grapefruit production. China is the most important producer-exporter of pomelo to the EU market, followed by South Africa and Israel. Pomelos are available year-round as several countries alternate in the supply: China, South Africa, Israel, Vietnam and Thailand. Pomelo can be kept in storage for up to 6 months, extending the availability of the fruit. Opportunities and threats + There is no commercial production of pomelo in the EU. To meet the small but growing demand in the EU, pomelos need to be imported. + The market has been growing well since pomelo has been introduced in supermarkets about 5 years ago. + Eastern European countries are a growing market for grapefruit and pomelo. Pomelo is far less known than grapefruit. However, consumers that appreciate grapefruit will also appreciate pomelo. Trends and market developments offer opportunities and threats to exporters. Any given trend can be a threat to some and an opportunity to others. Therefore, they should always be analysed in relation to specific company circumstances. For further information, please consult chapter 7 of the CBIs market survey The fresh fruit and vegetables market in the EU. Useful sources There are many websites providing news, services and market information on fresh fruit. Some important websites are: FreshInfo (international) http://www.freshinfo.com; Freshplaza (international) http://www.freshplaza.com; Eurofruit (international) http://www.fruitnet.com; CIRAD (France) http://passionfruit.cirad.fr; Fruchthandel (Germany) http://www.fruchthandel.de; Horticom (Spain) http://www.horticom.com (partly in English, mostly in Spanish). 2 Trade channels for market entry
Trade channels All the selected countries have a well developed distribution system for fresh fruit. Most markets are served by pomelo importers based in the Netherlands and Belgium. Pomelos are transported by sea, and Rotterdam (the Netherlands) and Antwerp (Belgium) are the main harbours. Le Havre is an important international harbour in France, and Marseille for fresh produce from Mediterranean countries (such as Israel). Pomelos are imported into the EU mostly by independent importers. Some of these importers are specialised in exotic or citrus fruits. Others import a large variety of fruits, and include pomelo as a peripheral activity. Specialised importers are the best business partners for exporters from DCs. Exporters are best advised to look for an importer which supplies supermarkets, wholesalers, greengrocers or the catering industry, and who deals in smaller quantities and is interested in new suppliers. There are many importers of pomelo in the EU. For instance in the Netherlands, an estimated 40 companies are active in the import and distribution. The contact information of importers of pomelo in the main importing countries can be found on the following websites: Holland Fresh Guide (Netherlands) http://www.hollandfreshguide.com, go to Advanced search;
Fresh Produce (UK) http://www.freshproduce.org.uk, go to Search members; Rungis (France) http://www.rungisinternational.com; Aneioa (Italy) - http://www.aneioa.it; The national importers/exporters horticultural association. For a list of importers/exporters, go to Associati, and then click on the desired type of fresh fruits and vegetables (in Italian only). For other major importers and distributors of fresh fruits and vegetables, see Chapter 3 in the CBI market survey The fresh fruit and vegetables market in the EU. Retail trade Supermarkets are the main outlet for many citrus fruits, including grapefruit and pomelo. In France, more than 70% of all grapefruits and pomelos are sold through supermarkets. Hypermarkets are the main outlet though supermarkets and especially discount supermarkets are gaining market share. Supermarkets are also the main outlet in Germany and the UK. In Germany, discount supermarkets are also important outlets. Greengrocers and street markets still have a fair share of exotic and speciality fruit sales in many EU countries, especially in southern and Eastern Europe. Another market opportunity, though smaller, is the restaurant and catering channel.
Smaller and independent supermarkets, greengrocers, street markets and catering outlets mainly buy through specialised importers or agents who are the most important potential business partners for DC exporters. They have experience and knowledge of the international market and have strong relationships with suppliers and buyers. Exporters are advised to contact and co-operate with specialised importers to find ways of distributing their products. Besides focusing on the home market, these importers may also be active in exporting to other EU countries. Price structure Supply and demand on the world market are the main factors that influence the export prices of fresh fruit. Prices can therefore fluctuate over time. Weather conditions in the producing countries influence harvest results and can shock supply. Demand is also influenced by national holidays and celebrations like Christmas and Easter. Variety, quality and origin are important factors in determining the price level. Quality requirements vary greatly but are generally high in most EU markets. Trade margins vary a lot depending on the variety and quality of product, the distribution channel, the continual changes in supply and demand and resulting price fluctuations. It is estimated that European importers need a trade margin of some 5-10 percent to cover their business costs and risks but this may vary between countries as business costs and risks are not always the same. Wholesalers and retailers also take a margin, which varies even more than import margins. Exporters are recommended to monitor markets and prices closely, in order to quote realistic prices. More information on margins can be found in Chapter 5 of the CBI market survey The fresh fruit and vegetables market in the EU. Selecting a suitable trading partner General information on selecting suitable trading partners is available in the CBI market survey The fresh fruit and vegetables market in the EU and the CBI publication Export planner. Both documents are available at http://www.cbi.eu/marketinfo. The choice of countries is as important as the choice of importers. It is best to determine first which country is most interesting to export to. The best way of finding a suitable business partner is to look at the supply chain in the country of interest.
There are many importers of pomelo in the selected countries. Contact information on these importers can be found in the CBI country surveys of the fruit and vegetables markets. These documents are available at http://www.cbi.eu/marketinfo. The following websites are also useful sources for finding contact details and information on importers: Europages http://www.europages.com. The most interesting contacts can be found under the category Agriculture & Livestock, subcategory Fruits and Vegetables. Greentrade http://www.greentrade.net, marketplace and directory for organic products; Holland Fresh Guide http://www.hollandfreshguide.com, go to Advanced search; Fresh Produce (UK) http://www.freshproduce.org.uk, go to Search members; Rungis (France) http://www.rungisinternational.com. DFHV, German Association of Fruit and Vegetables Traders http://www.dfhv.de, click on Mitglieder. 3 Trade: imports and exports
Imports Specific trade data for pomelo from Eurostat are not available. For the purpose of this report, the HS code for grapefruit, which includes pomelo, is used. Although imports of grapefruit are much larger than of pomelo, the trade statistics give a good general indication of the trade of exotic citrus fruit such as pomelo to and within the EU. In 2007, the 27 EU member states together imported 630 thousand tonnes of grapefruit and pomelo with a value of 414 million (Table 3.1). This is an overestimation of net imports, because almost all intra-EU trade consists of grapefruit and pomelo that were imported from non-EU countries. The production of grapefruit and pomelo in the EU is very limited and much smaller than imports. Between 2003 and 2007, imports increased 12% in value and 22% in volume. Intra-EU trade grew more quickly, with 33% in value and 31% in volume (see section on Exports). There is extensive internal EU-trade in grapefruit and pomelo: 40% of the import value in 2007 came from re-exports (Table 3.1). The growing imports are in fact growing intra EU trade, for a large part consisting of grapefruit imported from outside the EU. Imports from developed countries outside the EU decreased and their share in imports decreased. This was caused by a reduced supply from the USA as from 2005 when Florida was hit by hurricanes. This caused a large dip in exports to the EU. In 2005, more than 40% less in value was imported and even 50% less in volume. The share of DCs in imports from EU imports remained stable: in 2007, DCs accounted for 39% of the import value. However, direct EU imports from DCs increased 12% in value and 36% in volume between 2003 and 2007. South Africa is the main supplier but its share in import value decreased: from 17% in 2003 to 14% in 2007. It supplies both grapefruits and pomelo. Turkey, the second largest supplier, does not supply pomelo. China is most probably the largest DC supplier of pomelo and Vietnam and Thailand have a small share in DC supply. The largest non-DC supplier of pomelo is Israel. Table 3.1
Product EU-27 Total Intra EU
Imports and leading suppliers of grapefruit (including pomelos) 2003 2007

2003 2005 2007 Leading suppliers in 2007 mln mln mln Share in % of value 370 397 414 124 144 164 The Netherlands (19%), Belgium (7%), Spain (6%), Germany (1.9%), Cyprus (1.4%) 102 87 89 USA (11%), Israel (11%) 145 166 162 South Africa (14%), Turkey (8%), China (6%), Argentina (3.6%), Honduras (2.1%), Swaziland (1.6%), Mexico (1.5%), Share (%) 40%
Extra EU ex. DCs DCs
21% 39%
Product
2003 mln
2005 mln
2007 mln
Leading suppliers in 2007 Share in % of value Zimbabwe (0.6%), Chile (0.2%), Morocco (0.1%)
Share (%)
The Netherlands Intra EU Extra EU ex. DCs DCs
85 9 19 57
91 8 15 68
France Intra EU Extra EU ex. DCs DCs
73 23 39 10
68 35 20 12
Belgium Intra EU
46 10
48 8
14 22
20 20
United Kingdom Intra EU
41 7
43 8
13 22
13 22
Italy Intra EU Extra EU ex. DCs DCs
27 13 4 10
24 6 6 12
Spain Intra EU
6 1
7 1
0 5
0 6
98 3 France (1.1%), Spain (0.8%), Belgium (0.6%), Germany (0.5%), United Kingdom (0.3%) 18 USA (10%), Israel (8%) 76 South Africa (32%), China (17%), Argentina (9%), Honduras (8%), Swaziland (4.4%), Turkey (2.8%), Zimbabwe (2.2%), Mexico (1.9%), Chile (0.6%), Thailand (0.3%) 67 42 Belgium (27%), The Netherlands (20%), Spain (12%), Germany (2.2%), Cyprus (0.6%) 15 Israel (17%), USA (6%) 9 South Africa (4.6%), Mexico (3.7%), Argentina (2.2%), Turkey (1.3%), Morocco (0.9%), Swaziland (0.5%), China (0.3%), Honduras (0.1%), Chile (0.1%), Dominica (0.1%) 47 9 The Netherlands (13%), Spain (4.2%), France (1.2%), Germany (0.6%), Cyprus (0.4%) 26 USA (45%), Israel (9%), Bahamas (0.4%) 12 China (8%), Argentina (6%), South Africa (6%), Mexico (2.9%), Honduras (1.4%), Turkey (0.7%), Uruguay (0.3%), Zimbabwe (0.1%), Swaziland (0.1%) 43 8 Cyprus (7%), The Netherlands (4.2%), Germany (2.7%), Spain (2.5%), France (2.0%) 13 Israel (24%), USA (13%) 22 South Africa (30%), Swaziland (6%), Turkey (4.4%), Mexico (1.3%), Argentina (1.2%), Thailand (0.8%), China (0.6%), Uruguay (0.6%), Cuba (0.3%), Belize (0.1%) 18 5 The Netherlands (12%), Cyprus (9%), Spain (3.3%), France (2.3%), Belgium (1.0%) 4 Israel (21%) 9 South Africa (38%), Turkey (8%), Argentina (2.2%), Swaziland (0.9%), China (0.5%), Zimbabwe (0.3%), Cuba (0.1%), Vietnam (0.1%), Panama (0.1%) 9 4 The Netherlands (32%), Portugal (7%), Germany (6%), France (3.8%), Poland (0.8%) 0 4 South Africa (40%), Argentina (4.9%), China (1.1%), Swaziland (0.8%), Chile (0.4%), Zimbabwe (0.3%), Turkey (0.2%), Uruguay (0.2%)
24% 3.6% 18% 78%
16% 63% 24% 14%
11% 19%
55% 26%
7% 19%
37% 44%
4% 28% 21% 50%
2% 52%
0% 48%
Source: Eurostat (2007, 2008)
The Netherlands is the leading importer with a share of 24% of the total EU import value in 2007 (Table 3.1). The Netherlands has a very strong position as an importer of off-season citrus fruit and exotics. It is an important re-exporter of pomelo: an estimated 80% of all imports are re-exported directly and a large part of the remaining 20% is sold to other Dutch importers that export them as well. Between 2003 and 2007, imports of grapefruit and pomelo increased 15% in value and 31% in volume. Most grapefruits and pomelo were imported from DCs and these imports are growing. South Africa is the main supplier of grapefruit and an important supplier of pomelo. Imports from this country increased between 2003 and 2007. Imports from especially China increased strongly and it is now the second supplier among the DCs. It is also an important, and most probably also the largest, supplier op pomelo. Vietnam and Thailand also export pomelo to the Netherlands. Non-DC countries outside the EU accounted for 18% of the imports and imports decreased between 2003 and 2007. The USA is the main supplier but its imports decreased sharply. Israel, the second non-DC supplier, exported more to the Netherlands. France is the second importer of grapefruit and pomelo in the EU, accounting for 16% of the EU import value in 2007. Between 2003 and 2007, imports decreased 8% in value and 5% in volume. Only 14% of the imports came from DCs, far below the EU average of 39%. The supply from non-DC countries outside the EU decreased between 2003 and 2007: -60% in value and -57% in volume. This was due to a sharp decrease in imports from the USA, the main non-EU supplier in 2003. The imports from Israel remained fairly stable. DCs accounted for 23% of the French import value in 2007. DC imports decreased 10% in value and increased only 2% in volume between 2003 and 2007. Imports from South Africa, Mexico and Argentina, the main DC suppliers, increased while imports from Turkey and Honduras decreased. Cte dIvoire and Peru were major suppliers in 2003, but they quickly lost share in imports. France is depending more on EU countries for its supply of grapefruits and pomelo. Intra EU imports increased 80% in value and 82% in volume between 2003 and 2007. Imports from Belgium grew rapidly and it is now the main supplier to the French market. The Netherlands and Spain are other main suppliers and they saw exports to France increase as well. In 2007, Germany was the third largest importer of grapefruit and pomelo in the EU. It has a large domestic market and most imports are consumed domestically. Germany has the smallest imports from DCs, less than the six EU countries discussed here. It imported 87% of its grapefruits and pomelos from other EU countries and only 7% came directly from DCs. However, DC imports showed strongest growth, with 66% in value and 79% in volume. Belgium accounted for 11% of the EU import value of grapefruit and pomelo in 2007. Between 2003 and 2007, imports increased 3% in value and 17% in volume. Like the Netherlands, Belgium is an important importer and distributor of off-season citrus fruit and exotic fruit. Most imports came from the USA (45%) and these imports have more than doubled between 2003 and 2007. The share of other EU countries in imports decreased. The Netherlands supplied less while Spain increased its exports to Belgium. The market share of DCs in Belgian imports fell from 48% in 2003 to 26% in 2007, to the advantage of imports from mostly the USA. Imports from DCs shifted from South American countries (Argentina, Mexico and Honduras), which were the main DC suppliers in 2003, to South Africa and especially China, which was the largest DC supplier in 2007. Ecuador, Brazil and Peru together accounted for 20% of the imports in 2003.
The UK, with a share of 7% in EU import value in 2007, is the fifth largest importer. It is one of the few EU countries for which imports decreased between 2003 and 2007: -24% in value and -20% in volume. Imports from EU countries, non-DCs and DCs decreased. DCs accounted for 45% of the import value in 2007. South Africa is the main DC supplier but the UK imported less from South Africa between 2003 and 2007. Imports from Swaziland, however small, are growing quickly. Italy is the seventh largest importer of grapefruit and pomelo in the EU with a share of 4% in import value in 2007. Like the UK, imports from EU countries, non-DCs and DCs decreased between 2003 and 2007. Italy imports half of the grapefruits and pomelo from DCs with South Africa accounting for the largest part. Israel is the only non-DC supplier and the Netherlands is the main supplier among the EU countries. Spain, the largest grapefruit producer in the EU, is the tenth importer of grapefruit and pomelo in the EU, accounting for only 2% of the EU import value in 2007. Between 2003 and 2007, imports increased 33% in value and 46% in volume. Spain imports half directly from DCs, while the other half is supplied by other EU countries, notably the Netherlands. Imports from DCs decreased 20% in value and 8% in volume, while other EU countries are rapidly gaining market share. South Africa accounts for the lions share of DC supply. Eastern European countries (especially Poland, Romania and Hungary) are increasingly importing more grapefruit and pomelo from DCs (and other EU countries, notably the Netherlands). Romania and Poland have large domestic markets. As incomes in these countries are gradually rising, demand for (exotic and off-season) fruit is increasing. Exports In 2007, EU exports of grapefruit and pomelo amounted to 258 thousand tonnes with a value of 187 million. Between 2003 and 2007, exports increased by 15% in volume and 20% in value. More than 90% was re-exported to other EU countries. The main exporting countries were the Netherlands (38% of the EU export value in 2007), Belgium (22%) and Spain (16%). They are important suppliers to the countries with the largest markets. The Netherlands supplied 32% of its total exports to Germany, 20% to France, and 7% to Poland, Belgium and Russia each. Belgium re-exports grapefruit mainly to France (62%), Germany (17%) and the Netherlands (12%). The EU trade of pomelo is in the hands of a few countries. The Netherlands and Belgium are major re-exporters of citrus fruit, including grapefruit and pomelo, from DCs. France, Germany and the UK are other main importers but the products are sold in the domestic market. Opportunities and threats + A little more than 60% of all grapefruits imported by EU countries came from outside the EU. However, since the EU does not produce pomelo, EU countries depend completely on imports. + Overall imports of grapefruit and pomelo are increasing. In general, intra-EU trade is growing faster than imports from outside of the EU. More grapefruit and pomelo are reexported. + The Netherlands is by far the largest import of grapefruits and pomelo of DCs and these imports are growing. The Netherlands is of particular interest as it is the leading distributor of grapefruit and pomelo from DCs to other EU countries. In the UK, France and Italy, some of the largest markets for grapefruit and pomelo, imports decreased between 2003 and 2007. Trends and market developments can offer both opportunities and threats to exporters. A given trend can simultaneously be a threat to some and an opportunity to others. These trends should therefore always be carefully analysed in relation to specific company circumstances, in combination with the information provided in other chapters. Further information is available in Chapter 7 of the CBI market survey The fresh fruit and vegetables market in the EU.
Useful sources EU Expanding Exports Helpdesk - http://exporthelp.europa.eu/; Eurostat, official statistical office of the EU - http://epp.eurostat.ec.europa.eu/. 4 Price developments
Retail prices of pomelo are highly influenced by the availability of pomelos. Prices reach the highest level in the period when pomelo supply is lowest. The prices start to rise as of March, coinciding with the end of supply of Chinese pomelos. The highest prices are reached in late spring before the start of the summer season. Price may fall during the summer (July-August) when summer fruits are more in demand. In early autumn before the winter season, prices rise again until China is able to supply again (around October-November). Next to supply, price promotions in supermarkets also influence price. Import prices of pomelo vary widely depending on variety, size, quality standards and origin. The average import price of grapefruit from DCs went slightly up from 0.70 per kg in 2003 to 0.75 per kg in 2007. The CBI market survey The fresh fruit and vegetables market in the EU and the surveys covering individual countries, provide more information on price levels for fresh fruit in the EU. These surveys can be downloaded from http://www.cbi.eu/marketinfo. Other sources include: ITC's Market News Service (MNS) http://www.intracen.org/mns; Todays Market Prices http://www.todaymarket.com (subscription fee); Agribusiness Online (various European ports) http://www.agribusinessonline.com; FreshPlaza PriceWatch (for Dutch market) http://www.freshplaza.com; USDA Market News, wholesale market reports for various EU countries http://www.ams.usda.gov/fv/mncs/intfru.htm).
Market access requirements
Producers in DCs preparing to access the EU, should be aware of the market access requirements of potential trading partners, the EU and national governments of EU countries. Quality requirements are very diverse, though, in general, high in most EU markets. Requirements are demanded through legislation and through labels, codes and management systems. These requirements are based on environmental, consumer health and safety and social concerns. You need to comply with EU legislation and have to be aware of the additional non-legislative requirements that your trading partners in the EU might request. For information on legislative and non-legislative requirements, go to Search CBI database at http://www.cbi.eu/marketinfo, select fresh fruit and vegetables and country of interest in the category search, click on the search button and click on market access requirements. Pomelos are packed individually in a net bag and in ventilated paper-boxes. The fruits are sometimes also vacuum film-wrapped. Additional information on packaging can be found at the website of ITC on export packaging: http://www.intracen.org/ep/packit.htm. (Voluntary) marketing standards for pomelo, based on Codex Alimentarius, are available at the website of Fresh Quality: http://www.freshquality.org/english/product_info.asp?id=100. For grapefruit (and pomelo), duty on imports from outside of the EU is 2.4%. More information on tariffs and quotas can be found at http://exporthelp.europa.eu.
Doing business
Information on doing business can be found in the CBI export manuals Export Planner, Your image builder and Exporting to the EU. Subjects covered include approaching potential business partners, building up a relationship, drawing up an offer, handling the contract, methods of payment and terms of delivery. More information on doing business can also be found in the CBI market survey The fresh fruit and vegetables market in the EU. Cultural awareness, in addition, is a critical skill in securing a successful business relationship with an importer in the EU. The business environment differs per EU country. Information on cultural differences in the EU can be found in Chapter 3 of the CBI export manual Exporting to the EU. Each of these documents can be downloaded from http://www.cbi.eu/marketinfo go to Search publications. In general, many EU importers of fresh produce seek a long term relationship with their suppliers. They have high demands on the quality of the produce and the reliability of the supply. Trust, quality focus and reliability are therefore important ingredients for a sustainable business relation. Sales promotion Visiting or participating in a trade fair can be an important promotional tool and way of approaching potential trading partners. The most relevant trade fairs for exporters of fresh fruit and vegetables to the EU are: Fruit Logistica http://www.fruitlogistica.com. The main European trade fair for fruit and vegetables, with much attention to products from DCs. Held every February in Berlin. Fresh 2009 http://www.freshcongress.com. Yearly European trade fair for the fresh produce sector. The next show will be held in Valencia, from 13-14 May. These exhibitions provide excellent opportunities to explore the EU market and to come in contact with potential buyers. Trade journals, professional websites and newsletters are important sources of up-to-date information on developments in the fresh produce sector. The most relevant sources of information on the market for pomelo in the EU and in selected markets are: FreshFel Europe, forum for the Fresh Produce Industry http://www.freshfel.org; Eurofruit Magazine http://www.eurofruitmagazine.com.
This survey was compiled for CBI by Mercadero in collaboration with Piet Schotel. Disclaimer CBI market information tools: http://www.cbi.eu/disclaimer.
Appendix A General product description Pomelo (Citrus grandis) is the biggest of citrus fruits. In optimal conditions, it can reach the size of a basketball. The flesh is sweet and contains less acids than other citrus types. Pomelo is well suited to people who find other citrus fruit too acidic. There are several different names for this fruit. Pomelo is most probably derived from the Dutch word pompelmoes. In French it is also know under the similar name 'pamplemousse' and pomlo is used for grapefruit. In some English speaking countries the name pummelo or Shaddock is used. Even in some languages or countries they assigned the pomelo to grapefruit and therefore the distinction between these fruits, in words, is lost. Pomelo is believed to be an ancestor of the grapefruit. Grapefruits are a cross between pomelo and sweet orange (Citrus sinensis) though they are closer related to the former. Pomelo is native to the Southeast Asian and the Indo-China regions. The exact place of origin is unknown. It is most likely from Malaysia, Thailand and Indonesia where it is found in the wild. The Chinese cultivated it as a crop for thousands of years. The fruit is locally popular for its taste and plays a significant role in the Chinese New Year celebrations. Some commercially important hybrids are: Citrus grandis 'Honey' or Honey pomelo Citrus grandis Chandler or Citrus grandis Jaffa Red Pomelo. Jaffa Red Pomelo is the name the Israeli producers use of the Chandler pomelos (Californian hybrid). Citrus grandis Sweetie ( 'Siamese Sweet' x Citrus paradisi '4n Marsh' ): this variety is also known as Oroblanco grapefruit. Other citrus fruits that have a relation to pomelo and grapefruit are: Ugli: a cross between a pomelo (or grapefruit) and a tangerine. Is has a characteristic rough, wrinkled, greenish-yellow skin. Tangelo also a cross between a grapefruit and a tangerine. Some botanists believe that the ancestor was not a grapefruit but rather a pomelo. HS code
080540
Grapefruit, including pomelos

Pomelo Market in EU

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Pomelo Market in EU

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Fresh fruit and vegetables: CBI MARKET SURVEY: THE EU MARKET FOR POMELO

FRESH FRUIT AND VEGETABLES

The EU market for pomelo

Imports and leading suppliers of grapefruit (including pomelos) 2003 2007

Extra EU ex. DCs DCs

The Netherlands Intra EU Extra EU ex. DCs DCs

France Intra EU Extra EU ex. DCs DCs

Extra EU ex. DCs DCs

United Kingdom Intra EU

Extra EU ex. DCs DCs

Italy Intra EU Extra EU ex. DCs DCs

Extra EU ex. DCs DCs

24% 3.6% 18% 78%

16% 63% 24% 14%

4% 28% 21% 50%

Source: Eurostat (2007, 2008)

Market access requirements

Grapefruit, including pomelos

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