Alberto Nacer of the Transmar Group
Transcripción
Alberto Nacer of the Transmar Group
Opportunities for Latin American Cocoa Beans in Japanese Market Yoshinori Doi Meiji, CO. Ltd. WCF 24th Partnership meeting October 15-16, 2013 Santo Domingo, Republica Dominicana Japan Domestic Chocolate Production & Import/Export Unit: M/T Source: Domestic Production estimated by All Nippon Kashi Association (ANKA), Import/Export by Japan Ministry of Finance Composite Index by Cabinet office, Government of Japan Japan Domestic Chocolate Consumption vs. Selected Countries’ Unit: M/T (per Capita in KG) Source: 2010, CCAJ (International Confectionery Association, CAOBISCO) Japan Cocoa Bean Import, Grindings & Liquor Import Unit: M/T Source: Import Statistics by Japan Ministry of Finance Grindings by CCAJ Japan Cocoa Bean Import from Latin America Unit: M/T Source: Japan Ministry of Finance Japan Population, % of 65 Years Old and Above Source: Ministry of Internal Affairs and Communications Japan Market High Quality & Low Price More Health Conscious, Anti-Aging Bigger Spending per Child by Parents and Grandparents Always New Products (extremely short product life cycle) Where is an opportunity in chocolate business? Japan Population Pyramid Excellent point of Latin American Cocoa Beans ①Fine Cocoa Flavor % of Each Flavor-Type in Total Aroma ②High Polyphenol Content Polyphenol Content in Nibs Effects of Cocoa Polyphenols and Cocoa Consumption • • • • Anticardiovascular Antihypertensive (to reduces blood pressure) Antiatherosclerosis (to reduce LDL-Cholesterol) Antidiabetic (increase in Insulin Sensitivilty) Problems to be solved 1. Agri-Chemical Residue →to purchase beans from the specific areas 2. Higher Cadmium Content →to look for the specific area and take care of recipes 3. Insufficient in Quantity of High Flavor Beans →to improve the productivity Conclusion 1. Future in Japanese Market 2. Advantages of Latin American Cocoa 3. Problem to be solved Emerging Opportunities for Ecuador Cocoa in Asian Markets Santo Domingo, October 16th 2013 Table of Contents 1. Ecuador Background 2. Opportunities in Asia 3. Exports from Ecuador to Malaysia 4. Conclusions 1. Ecuador Background 1. Ecuador Background • Production in Ecuador is increasing constantly due to the following factors: • Investment in new big scale plantations • Newer farms reaching maturity, and consequently higher production yields • Intensive campaigns by the Ecuadorian Government, NGOs and the private sector encouraging the small holder farmer to rehabilitate their old cocoa farms in order to improve their income • Cocoa beans and products exports have grown from between 100,000 to 115,000 MT per year 5 years ago, to close to 190,000 MT currently 1. Ecuador Background Ecuador Year Exports (MT) 350,000 300,000 250,000 200,000 150,000 100,000 50,000 0 1. Ecuador Background Since the early stages of President Correa’s first term (2007), this Government has placed a special emphasis on cocoa, as it represents over 400,000 cocoa farmers, while thousands more are involved working in cocoa fields, commerce, logistics, industrialization and export of the product. The Government has understood that in order to keep cocoa sustainable and protect its relevancy, cocoa producers have to transition from small-holder farmers into small business people. The “National Cocoa Plan,” which was launched last year with the goal to increase productivity of the small holder cocoa farmer, will for sure influence positively the growth of our production in the years to come. 1. Ecuador Background • Ecuador exports to Asia: • Ecuador has been serving the Japanese market with fine flavor Arriba Nacional cocoa for many years, as one of their main ingredients for most of their chocolate makers • Recently, exports of CCN-51 cocoa have become very significant to countries such as China, Indonesia and Malaysia • Exports to Asia for the first 11 months of the 2012/13 cocoa year reached 32,600 MT, which is equivalent to 19% of the country exports for the period 2. Opportunities in Asia 2. Opportunities in Asia • Asian cocoa industry is very vibrant, with a forecasted grinding total of 855,000 MT for the 2012/13 cocoa year Top 3 Asia & Oceania Grinders 2012/2013 ICCO Forecasts 300 250 200 150 100 50 0 Malaysia Indonesia Singapore 2. Opportunities in Asia • At the same time, production in the area has been declining in recent years, with a forecasted total of 515,000 MT for the 2012/13 cocoa year Asia and Oceania Yearly Production 700 650 600 550 500 2008/09 2009/10 2010/11 2011/12 2012/13 2. Opportunities in Asia • This situation created a cocoa deficit for the region, which becomes an opportunity for bean exporting countries such as Ecuador Asia & Oceania Production vs. Grindings 900 800 700 600 Grindings 500 Production 400 300 200 100 0 2008/09 2009/10 2010/11 2011/12 2012/13 3. Exports from Ecuador to Malaysia 3. Exports from Ecuador to Malaysia • Malaysia is the biggest Asian cocoa processor, and fifth in the world • Yearly grindings of around 300,000 MT cocoa beans Top 10 World Grinders 2012/13 ICCO forecasts 600 500 Netherlands Côte d'Ivoire 400 300 United States Germany Malaysia 200 Indonesia Brazil 100 0 Ghana France Spain 3. Exports from Ecuador to Malaysia • As Malaysia’s annual cocoa production is below 10,000 MT, for many years it has been a major importer of cocoa beans • Historically, the main supplier for Malaysia has been Indonesia, however in early 2012, Indonesia’s government taxed cocoa bean exports, as an incentive to local industry • As Indonesian cocoa beans became costlier, Malaysian processors began buying heavily from Ecuador. Malaysia became the second largest buyer of Ecuadorian beans, second only to the United States 3. Exports from Ecuador to Malaysia • Last April, Malaysia introduced new regulations for cocoa bean imports, in order to avoid the spread of the “South American Leaf Blight” –SALB(Microcyclus ulei) which affects rubber trees and is endemic to Central and South America • These measures include that cocoa cannot be produced, post harvested, packed or stored without a minimum 50 kilometers distance from rubber trees, and that cargo must be kept at temperatures above 25°C for at least 30 days • As a direct result of the above measures, exports from Ecuador to Malaysia stopped to a halt since last June 3. Exports from Ecuador to Malaysia Ecuador Monthly Exports to Malaysia 4,000 3,500 3,000 2,500 2,000 1,500 1,000 500 0 4. Conclusions 4. Conclusions • It is clear that Ecuador has the potential to become a volume supplier for the Asian cocoa industry: • Asian industry consumption is significantly higher than their cocoa production • Ecuador production is growing significantly, expecting to surpass the 300,000 MT mark by the end of this decade • Ecuador’s CCN-51 cocoa is an ideal grade for the industry as it has excellent yields and high butter content while at the same time a very low FFA content The contents of this presentation were prepared in October 2013 for discussion only JAPON • Idioma único • Cultura de la perfección • Constelación de detalles • La atracción francesa: ejemplo de la pintura (Monet, Manet, ToulouseLautrec, Katsushika Hokusai, Utamaro Kitagawa • Respeto y distancia REP. DOMINICANA • Idioma extendido • Cultura de la flexibilidad • Vamos al grano • La atracción americana: Mc Donald, Progreso, aceptación del cambio • Abrazos y besos Eiffel Tower Tokyo Tower Primer productor y exportador en RD de cacaos finos. Líder en cacaos finos, “de domaine”, a la medida Líder en Investigación &Desarrollo aplicada al cacao • Microbiología y Bioquímica • Lactobacillus Paracasei Rizek Los Ancones Palmaritos Los Vásquez Buena vista Dos Rios Don Hector Tainori Caraibe Ramonal Pequeños productores afiliados: 4,500 Aéreas certificadas: 22,000 Ha Volúmenes certificados: 12,000 TM Los agricultores afiliados a FUPAROCA están actualmente certificadas por la IMO según NOP, CEE, JAS y las normas de Bio Suisse, así como de acuerdo con la norma final de Rainforest Alliance para el cacao en grano y con normas UTZ y Comercio Justo. Certificación lograda en 2013: FAIR TRADE USA • • • • Ecuador Ghana Costa de Marfil Venezuela Volumen de cacao importado desde Rep. Dominicana: 49 TM • Recetas tradicionales europeas • Paladares conservadores 50000 45000 40000 Volumen total de cacao importado por Japón: 50,000 TM aprox Porcentaje de participación de Rep. Dominicana = 0.09% 35000 30000 25000 20000 15000 10000 5000 0 Import from RD 49TM Total Import Japan 50,000 TM CAMBIOS 1. Rompimos el hielo en FOODEX 2005. 2. Crisis Ecuador. 3. Crisis Venezuela. 4. Crisis Agroquímicos y pesticidas 5. Interés en nuevos sabores y perfiles aromáticos 2005~ 2000 1800 Importación de Cacao desde RD hacia Japón Total de importación anual de cacao en Japón: 50,000 ~52,000TM 1600 1400 1200 1000 800 600 400 200 0 2009 2010 2011 2012 205TM 940 TM 500TM 2,000TM Porcentaje de participación de Rep. Dominicana para el 2012 = 3.8% LOGROS Aceptación del cacao Dominicano en el main stream Cambio de percepción del País: antes nos confundían con Dominica 3 cacaos con Denominación de Origen TENDENCIAS • • • – – – • Meiji 100% Chocolate Café No. 20 y 32 Una flor y Rico Flor de Fuji Oil Flexibilidad en las recetas • • • • • • Dominicana sustituye a West Africa Certificación Orgánica Traders involucrados en la promoción Cacao con atributos saludables Nueva generación Japonesa propensa al gasto y al cambio Compradores realistas y pragmáticos .. • Alianzas en produción • Cacao con atributos saludables .. • Sintonizar el paladar y armonizar el vocabulario • No decir siempre que sí. • Fe y paciencia