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