Eligibility Fresh Mangoes

Source: CBI Market Information Database URL: www.cbi.eu Contact: [email protected] www.cbi.eu/disclaimer

CBI Product Factsheet: Fresh Mangoes in the European Market Practical market insights for your product

In 2012 the European (EU and EFTA) market for mangoes

dipped slightly. Nevertheless the general trend is upwards.

Varietal diversification and ripening techniques are increasingly

interesting for a retail sector that is looking to satisfy more

demanding customers and optimise supply chains. The

opportunity to exploit the experience and large customer base

of specialised importers and service providers in the European

trade-hubs as well as cooperating in large retail programmes

provide opportunities for entering the European market.

Nevertheless, certification and retail requirements are

demanding.

Product description

Product Definition

Mango (Mangifera indica) trees are cultivated in tropical

and sub-tropical regions. The trees can reach a height of

40 meters. Important varieties for the European market

are Keitt and Kent. Other varieties include Oosteen and

Palmer. The preference for red skin or green skin

mangoes differs between European countries. In Europe,

as well as in the United States, mangoes are gradually

becoming more popular, although consumption rates are

still far lower than those of the larger commodities.

The product-tree for the products which are of interest for

developing country producers is developed by CBI using

the Combined Nomenclature (CN, Eurostat, 8 digits) and

Harmonised System (HS, World Customs Organisation

WCO, 6 digits) for classifying traded products. The figures

in this product factsheet cover fresh or dried guavas, mangoes and

mangosteens. The corresponding CN code is 08045000 Fresh or dried guavas,

mangoes and mangosteens.

Table1: CN commodity code for fresh or dried guavas, mangoes and mangosteens.

Number Product

08045000 Fresh or dried guavas, mangoes and mangosteens

Source: Eurostat Comext.

Source: Shutterstock 2013.

CBI Product Factsheet Fresh Mangoes in Europe


Product Specification

Quality

Mangoes are classified in three classes: Extra Class, Class I and Class II.

Information on quality requirements for each class can be found in the

Codex Alimentarius (Food code of WHO and FAO), the UNECE standards

for mangoes, and in the General Marketing Standards of Regulation (EC)

No. 543/2011. Mangoes should, at the very least, be intact, clean and

sound, free from pests, damage, abnormal external moisture, free of black

necrotic stains or trails and in a condition to withstand transport and

handling. The peduncle should not be longer than 1 cm.

EU quality standards in Regulation (EC) No. 1580/2007 explain that

imports of fresh fruit and vegetables from third countries must conform to

the marketing or equivalent standards. Checks on conformity must be

carried out before these goods enter Community customs territory, except

in the case of small lots which the inspection authorities/bodies consider to

be low risk. In third-party countries that provide satisfactory guarantees of

conformity, pre-export checks may be carried out by domestic inspection

bodies.

Size and packaging

Fresh mangoes are classified according to Size

Codes A to D, ranging from average weights

of 150 - 350 grams (Size A) to over 800

grams (Size D). See Codex Alimentarius

Standard for mangoes.

Packaging requirements differ between

customers and market segments. They must

be packed in new, clean and quality packaging

able to protect the produce properly and

prevent damage to the product. Talk to your

customers about their preferred packaging

requirements. Some general characteristics

are:

o Wholesale packaging in cardboard

boxes or crates. These boxes can vary

in size. For an impression of different

boxes see:

http://www.alibaba.com/showroom/pac

king-carton-for-fresh-mango.html.

o Mangoes are sensitive to pressure. To

prevent quality loss, mangoes should

preferably be packed in single layers

and padded or wrapped.

See also the Recommended International

Code of Practice for Packaging and Transport

of Tropical Fresh Fruits and Vegetables (CAC/RCP 44-1995).

Labelling

Consumer package labelling must be in accordance with the rules and

regulations applicable to the EU and EFTA market. Labels cannot contain

any toxic ink or glue. See the Codex General Standard for the Labelling of

Pre-packaged Foods (CODEX STAN 1-1985) or EU Directive 2000/13/EC,

which lays down the general rules on labelling of pre-packaged food sold in

the EU market. This regulation will be replaced by Regulation (EU) No.

1169/2011 on the provision of food information to consumers, from 13

December 2014 onwards. If the nature of the produce is not visible from

Source: Fruit Consultancy Europe



the outside, the package must be labelled

with the name of the product, the (optional)

name of the variety and/or the commercial

name.

The following items should be on the label of

(pre-packed) fresh fruits:

o the name under which the product is

sold,

o the commercial identification: class,

size (code), number of units, net

weight,

o name and address of the producer,

o place/country of origin.

In addition, any certification logo (if

applicable) and/or retailer logo (in the case

of private label products) should be on the

label. Listing ingredients is not mandatory

for fresh fruit unless a container holds

several different products, in which case a

list of ingredients alongside quantities of

each product should be included on the

label.

See: EU Marketing standards for fresh fruit

and vegetables. The marketing standards

set out rules for identifying several quality

classes of mangoes, which must be indicated on the packaging (Extra

Class, Class I, Class II).

The new Regulation (EU) No. 1169/2011 establishes the general principles,

requirements and responsibilities governing food information, and in

particular food labelling. It lays down the methods for guaranteeing the

rights of consumers to access information, and procedures for the provision

of food information, taking into account the need to provide sufficient

flexibility to respond to future developments and new information

requirements.

For more information on labelling, packaging and quality see also: Codex

Alimentarius Standard for mangoes and the CBI Market Intelligence

Platform for Fresh Fruit and Vegetables that includes, among other things,

extra information on EU Marketing Standards and EU Food Labelling.

Legislative requirements

Considerations for action

Food safety and traceability: The basis of the EUs food safety legislation is the General Food Law (Regulation (EC) No 178/2002) which prohibits the introduction of unsafe food to the EU market. Food imported into the EU must comply with the relevant requirements of food law. This regulation defines traceability too, as well as the ability to trace and follow food, feed, and ingredients through all stages of production, processing and distribution, and contains provisions for traceability. Importers are similarly affected as they will be required to identify from whom the product was exported in the country of origin. In practice, food operators are required to ensure traceability between their sales and their supplier records only (one step backwards and one step forwards).

Check the EU food safety regulation here. Check the CBI Market Intelligence Platform

on EU legislation, General Food Law, and EU legislation on Food Control.

Ask your importer what the specific implications of the EU food law mean for your business.

Swiss and Norwegian regulations for fresh fruits and vegetables differ from EU legislation. Explore the Swiss and Norwegian standards on the CBI Market Intelligence Platform on Buyer and Market Access Requirements.

Source: Innova Database 2013.



Food hygiene: Regulation (EC) 852/2004 covers all aspects of the food supply chain from a hygiene perspective. For actors in the food supply chain, the EU requires the application of certain rules, which are based on the HACCP (Hazard Analysis & Critical Control Points) principles, of food hygiene. Food chain actors should comply with general hygiene norms and requirements regarding: (a) microbiological criteria; (b) procedures; (c) temperature control; (d) maintenance of the cold chain; and (e) sampling and analysis.

Check the EU food hygiene regulation here. Check the CBI Market Intelligence Platform

on EU legislation on Hygiene of Food and HACCP.

Maximum Residue Limits (MRLs): The European Commission set forth rules on maximum residue limits of pesticides in Regulation (EC) No. 396/2005. In establishing an MRL, the EU takes into account GAP (good agricultural practices) recommendations, data on consumer residue intake and the physico-chemical and biological properties of the chemical.

To find the Maximum Residue Limit of mangoes or any other products, check the EU database on MRLs here.

Check the CBI Market Intelligence Platform on EU legislation on Maximum Residue Limits and Contaminants in Food.

Import Controls: Plant products, imported from DCs must pass through designated Border Inspection Posts (BIPs) where they are subjected to a series of checks. If passed, they are allowed access to the EU market. DC import controls shall be undertaken in the member state which is the first point of entry. Once passed, the product is allowed to circulate freely to other member states.

Check the EU export help desk for more information about import tariffs and import regulations.

Phytosanitary Certificate and inspections: Compulsory plant health checks are carried out on all plants and plant products coming from non-EU countries that are listed in Annex V Part B of the EU Council Directive on Plant Health. When plant products are exported to the EU market, in many cases a phytosanitary certificate needs to be attached. The phytosanitary certificate is issued from the country of origin. The checks include: phytosanitary certificates and documents to ensure the consignment meets EU requirements; identity to ensure that the consignment corresponds to the certificate; inspection to ensure the consignment is free from harmful organisms.

Make sure that if necessary the correct phytosanitary certificate is attached. You can ask your EU buyer about the requirements.

An example of the phytosanitary certificate can be found in the EU Council Directive on Plant Health, Annex 7.

The list of products and countries that are subject to the certificate and phytosanitary inspections can be found in EU Council Directive on Plant Health, Annex 5 Part B.

Requirements may change over time, so check regularly for updates and ask your buyers.

Non-legislative requirements

Considerations for action

In addition to EU and EFTA legal requirements,

other non-legal requirements must be met in order to supply to European buyers. Industry standards that extend further than the legal requirements have emerged as a result of retailer initiatives; these lay down minimum rules of conduct, practices and requirements for product quality and food handling.

See the CBI Market Intelligence Platform on

EU Buyer Requirements for extra information on both legal and non-legal buyer requirements in the Fresh Fruit and Vegetables sector.



GLOBALG.A.P. Global Good Agricultural Practice (GLOBALG.A.P.) is a worldwide B2B standard and certification scheme for agricultural products. Almost all European retailers (and food service companies) demand production processes that comply with the GLOBALG.A.P. standard. GLOBALG.A.P. is considered essential for exporting to the European market.

See the GLOBALG.A.P. website for more information and compliance requirements for your business. Crosscheck this with your buyer.

Additional food safety management systems Although you might be able to find an EU buyer that accepts the EU standard regulation on hygiene, based on HACCP, many buyers prefer you to comply with a higher standard on food hygiene. Almost all buyers in the UK market will require you to comply with the BRC global standards (British Retail Consortium), a widely applied safety and quality standard. On the European mainland buyers may want you to comply with the Safe Quality Food Program (SQF) from the SQF Institute. Another additional standard, specific for German and British retailers is the International Food Standard (IFS). With IFS, producers show retailers that their product safety and quality complies with the standard and that all legal obligations have been fulfilled.

To get an overview of additional market standards on food safety and hygiene check the Global Food Safety Initiative (GFSI). It contains a benchmark of relevant additional standards.

Check your buyer to determine the suitable

standard for your product.

More information about the International

Food Standard (IFS) can be found here.

Social compliance (i.e. BSCI) Compliance with a form of social responsibility standard is not yet generally required but social compliance is considered the next step to export to the EU market. There are variations for different parts of Europe.

Anticipate and check if youre ready for the

growing demand in relation to social compliance by conducting a self-assessment on the BSCI website.

The Business Social Compliance Initiative (BSCI) is a leading business-driven initiative for companies committed to improving working conditions in the global supply chain. BSCI is mainly demanded on the mainland of Europe. In the UK, market requirements for social responsibility focus on the Ethical Trading Initiative (ETI). In the Eastern part of Europe some buyers do not yet require any social compliance.

More information about the Ethical Trading Initiative (ETI) can be found here.

Organic If you wish to market your products as organic you will have to follow certain production methods, which are laid down in EU legislation. Your production methods have to be audited by an accredited auditor. Additionally almost every EU country has one or more domestic organic labels. The standards of these labels may differ from each other slightly but all of them comply with EU Regulations.

For more information about the regulations

for organic products see: http://ec.europa.eu/agriculture/organic/eu-policy/legislation_en .

Before applying for certification, it might be wise to check your buyers preferences for a specific national organic label. The United Nations presents an overview of European sustainable labelling. It can be found here.



Fairtrade Focusing on principles of fair pricing, good registration of company processes and good care for labour conditions, the Fairtrade principles are a strong brand in the European market as well.

For more information about the standards of

Fairtrade products see: http://www.fairtrade.net/

Be aware that some countries have a separate Fairtrade website. For the UK, see: http://www.fairtrade.org.uk/

There are other Fair Trade initiatives as well, e.g.

Fair for Life, an independent, non-governmental organization, promoting environmentally sound agriculture, sustainable production systems and eco-friendly consumerism in all countries. It is one of several Fair Trade initiatives currently gaining market share. It covers the entire chain of custody from producer to final brand-holder and requires fair working conditions at all stages.

For more information about Fair for Life

standards and certification see the website: http://www.fairforlife.org/

Rainforest Alliance The Rainforest Alliance certification scheme aims to reduce the environmental and social impact of agricultural production. The Rainforest Alliance works to conserve biodiversity and improve livelihoods by promoting and evaluating the implementation of the most globally respected sustainability standards in a variety of fields.

More information on the Rainforest Alliance

is available on their website http://www.rainforest-alliance.org

Trade

General information and figures about production and trade developments in the

European market are provided in the CBI Tradewatch for Fresh Fruit and

Vegetables on the CBI Market Intelligence Platform. This section provides you

with more detailed statistics on the trade and consumption of mangoes in

Europe.

Imports

Figure 1: Import of fresh and dried guavas,

mangoes and mangosteens in the EU, 2008-2012,

in 1,000 tons1

Figure 2: Division of import volume of fresh and

dried guavas, mangoes and mangosteens in the

EU (intra and extra-EU trade), in 2012, in %

Source: Eurostat Comext, calculations LEI. Source: Eurostat Comext, calculations LEI.

1 Developing countries in this Product Fact Sheet are defined as the countries mentioned on

the OECD DAC list from August 2009.

0

100

200

300

400

500

2008 2009 2010 2011 2012

DC Total Extra-EU

Total incl. Intra-EU

Netherlan

ds

37%

United

Kingdom

13%

Germany

13%

France

10%

Belgium

6%

Other EU

countries

21%



Analysis and interpretation Considerations for action

Imports of fresh mangoes, mangosteens and guavas into the European market from outside the EU have stabilised at around 230 thousand tons in recent years. Although mangoes cannot be separately discerned in trade statistics, imports of mangoes are much more substantial than is the case for guavas or mangosteens.

Total EU imports of mangoes from non-EU countries were worth around 316 million euros in 2012, of which 290 million euros came from DCs. Between 07/08 and 11/12 the total import value of mangoes from DCs grew by 16.5%. Total import value increased by 11%.

There has not been much growth in import volumes recently. Try focussing on quality, niche markets like ready-to-eat, or sustainable production methods to differentiate your product from that of the competition.

The major importing country in the EU for fresh mangoes is the Netherlands, followed by the UK, Spain and Belgium. The Netherlands imported 130 thousand tons of mangoes, mangosteens and guavas from outside the EU in 2012.

If you want to export to several countries in the European market, look for an importer in Belgium or the Netherlands who is capable of handling the re-export.

Extra-EU imports in France and Portugal have decreased in the last decade, indicating that these countries have a less important role in mango re-exports than before.

The most important countries of origin for mango in the European market are Brazil (40% of extra-EU imports), Peru and Ivory Coast.

Mangoes of the variety Kent, supplied to France at the end of 2012 were between 5.00 and 6.00/box.

Prices fluctuate during the year. Find information about current fresh fruit prices at the fresh portal in Rotterdam here.

The colour of fresh mangoes is an important criterion for buyers in the European countries. Yellow with a red blossom is preferred.

Political instability in Western Africa has been a challenge in terms of the mango supply to the European market. Ivory Coast and Mali, two of the main suppliers, have experienced political problems and this has had an impact on the logistics of the supply chain. Importers are open for alternative (stable) suppliers for fresh mangoes as a result.

Fresh Plaza is a good starting point if you are looking for current relevant information in the market for fresh fruits and vegetables.



Export

Figure 3: Export of fresh and dried guavas,

mangoes and mangosteens of EU countries, 2008-

2012, in 1,000 tons

Figure 4: Division of export volume of fresh and

dried guavas, mangoes and mangosteens of EU

countries, in 2012

Source: Eurostat Comext, calculations LEI. Source: Eurostat Comext, calculations LEI.


Almost all exports from EU countries in the product category are mangoes. Exports of mangoes from EU countries primarily consist of re-exports to other European countries. Total EU exports of mangoes to non-EU countries were around 33 million euros in 2012. Between 07/08 and 11/12 the total export value of EU countries to non-EU countries increased by 49%. Intra-EU trade increased by 32%.

Retailer requirements regarding product quality and specifications may differ between countries. In order to increase your products reach in the European market find an importer with the right ripening facilities, customer network and market knowledge.

The Netherlands, Spain and Belgium are the main exporting hubs for mangoes. The Netherlands re-exports mangoes mainly to Germany and France, as well as other countries such as Norway.

The Netherlands has become the dominant importing country in the EU. Consider using the established trade routes and find an importing partner in the Netherlands.

Re-exports to Switzerland and Norway have slightly increased in the last ten years. Also, Russia has become a more important destination for re-exported mangoes. Mangoes are often traded through specialised importers/re-exporters that have experience with logistics and ripening of delicate tropical produce from DCs. Ready-to-eat mangoes require excellent quality control.

Finding a specialised partner in one of the main trade-hubs for mangoes - like the Netherlands and Belgium increases your chance of delivering good quality mangoes to end-customers in many European markets.

0

50

100

150

200

2008 2009 2010 2011 2012

DC Total Extra-EU

Total incl. Intra-EU

Netherland

s

57%

Spain

14%

Belgium

10%

Germany

6%

France

4%

Other EU

countries

9%



Production

Figure 5: Production of guavas, mangoes and mangosteens, 2007-2011, in million

tons

Source: FAOSTAT.


The largest mango producing countries in the world are India, China and Thailand. In 2011 the three countries together produced 23 million tons, which is almost 60% of worldwide production. India and China produce for domestic markets and export to the US.

The demand of 230 tons of mangoes by the European market is mainly supplied by smaller producing countries Brazil and Peru. Both countries supply over 60%.

Mangoes are not produced within the EU and are demanded year-round from tropical countries. Explore the potential of major markets like Germany, Spain, and the UK.

The varieties differ a lot. Brazil produces Keitt, Kent and Tommy Atkins. The latter two are becoming increasingly present within the EU market because they are suitable for the ripening process to deliver ready-to-eat mangoes. This is not the case for Tommy Atkins.

Between February and September different producing countries supply the European mango market. Most important are Peru, Brazil, Ivory Coast and Israel.

The popularity of mango varieties differs across EU countries. The northern part of Europe favours ready-to-eat mangoes. Varieties Keitt and Kent are suitable for this purpose. Explore niche markets like ready-to-eat, or mangoes with different taste characteristics.

Between September and January, Brazilian mangoes are more dominant. Other countries of origin and other varieties of mango (e.g. Keitt and Kent) are equally present in the market place.

Discuss with your buyer when mangoes are needed and which variety is demanded in which season.

0

5

10

15

20

25

30

35

40

45

2007 2008 2009 2010 2011

Other

Indonesia

Thailand

China

India



Consumption

Figure 6: Apparent consumption of guavas,

mangoes and mangosteens in the EU, 2007-2011,

in thousand tons

Figure 7: Apparent consumption of guavas,

mangoes and mangosteens in EU-27 and selected

countries with highest per capita consumption,

2007-2011, kg per capita2

Source: FAOSTAT, calculations LEI. Source: FAOSTAT, calculations LEI.


Consumption of mangoes in EU countries is calculated on the basis of imports, exports and production of mangoes, mangosteens and guavas. Mangoes are by far the largest part of the product group. Fresh mangosteens and guavas are rarely sold.

Total apparent consumption in the EU market fluctuates at around 230 thousand tons annually. The largest consumer markets are in the UK (50 thousand tons), Germany (50 thousand tons) and France (30 thousand tons). Consumption in the Netherlands was calculated at about 45 thousand tons, but is probably somewhat overestimated because of the large volumes

traded through the Netherlands.

In a stable and competitive market you can distinguish your business from the rest via excellent product quality, the right colour fruit, freshness of the product and innovative business practices. Discuss with your buyer which aspects could help to expand your business. See the non-legislation section above for more information on certification and

sustainability.

Ready-to-eat mangoes have become a major part of retail demand in recent years. Ready-to-eat limits the amount of fruit that supermarkets have to throw away, because customers do not have to press the fruit to feel whether it is ripe. In addition, ready-to-eat mangoes are more often shipped by sea, making planning of sourcing and promotion easier.

Ready-to-eat requires excellent logistical planning, ripening facilities and good varieties. Work only with capable importers with proven capabilities.

Market Trends

CBI Trend mapping provides you with general trends in the European market for

fresh fruits and vegetables. This section provides more details about specific

trends in the market for fresh mangoes.

2 Calculated by a 3-year moving average.

0

50

100

150

200

250

2007 2008 2009 2010 2011

Other EU countries

Portugal

France

Netherlands

Germany

United Kingdom

0.0

0.5

1.0

1.5

2.0

2.5

2007 2008 2009 2010 2011

EU-27 Netherlands

Portugal United Kingdom

Germany Denmark




Social: Food safety is a main priority in Europe:

some recent food scares have resulted in a great deal of attention being paid to food safety among policy makers and retailers alike. Food safety certification (GLOBALG.A.P. or another GFSI recognised

certification scheme) is a must-have.

As food safety is a major issue; work

proactively with buyers to improve food safety and be transparent and up-to-date with buyer requirements and regulations.

Check the European Food Safety legislation at the CBI Market Intelligence Platform.

Check the GFSI website for more information on the issue at: http://www.mygfsi.com .

Ready-to-eat mangoes: As they become more familiar with mangoes, European consumers are increasingly demanding mangoes that are ready-to-eat. The new and unique process of ripening in destination countries is done by the buying importers and requires mangoes of the Keitt and/or Kent varieties as these are suited to specific transport and ripening conditions.

Ready-to-eat asks for special varieties and just-right picking times, excellent transportation and cooling facilities. Make sure that your processes are up to the task.

Global Social Compliance Program: Labour conditions and the companies impact on society will become more important to buyers in the next few years. Alongside environmental impact, this is the main area of attention from a Corporate Social Responsibility point of view.

Certification schemes that are assessed and recognised by the Global Social Compliance Program (GSCP) will have a higher chance of being accepted by European supermarkets.

Variety differentiation is more accepted: For some time, the markets in the EU countries were supplied with a few well-known

varieties, like Amlie, Tommy Atkins and Kent. Over the last decades, however, new varieties like Keitt and Nam Doc Mai from Asian countries have been arriving on the market. Consumers have embraced this diversification in varieties.

Taste is important: Besides colour, taste is important. Consumers favour firm sweet fruit that can be eaten shortly after purchase.

Product taste is of crucial importance. Make sure that supply chain logistics and transportation does not affect product taste in any significant way.

Economic: Europe, a growing market: Although

consumption of mangoes in Europe is low compared to the US market, the trend is moving upwards.

Figures on the demand for mangoes in the

US can be found at the National Mango Board.

Strong competition: Mangoes are produced throughout the year and supplied to the European market by numerous countries from Latin America (Brazil, Peru and Dominican Republic), West Africa (Ivory Coast, Mali, Senegal and Burkina Faso) and even Europe itself (Spain). The market for fresh mangoes is a challenging one. New

producers need to have a clear alignment with destinations (Europe or US), price development during the year and an awareness of competing production countries.



Supply Europe with one importer/distributor: If you want to supply your fresh mangoes to the whole of Europe, using one wholesaler, find them in the Netherlands. The main port of Rotterdam, combined with a great network and infrastructure makes it possible to delegate European distribution for your mangoes.

If you want one wholesaler to distribute your mangoes to all countries of Europe, find them in Belgium or the Netherlands.

Transportation costs: Transportation costs are a major part of the added value for fresh mangoes. Depending on the time of year, market demand and prices fluctuate in Europe and choices need to be made between air and sea shipments. Sea transport is usually used for ready-to-eat products that are targeted at north-western European supermarkets. Air transport however significantly reduces transport times and will bring sun-ripened mangoes directly to the consumers. In the south of Europe, demand for excellent tasting sun-ripened mangoes is still dominant.

The choice of transport mode depends greatly on the desired quality and speed. Northwest European supermarkets will more often demand larger shipments of ready-to-eat mangoes which are transported by sea containers. Whereas in southern countries street markets and specialised shops demand flown mangoes which are picked riper and in smaller volumes.

Environmental: Sustainability certification: Sustainable

certification is not a requirement (yet), but Europe is developing towards a more sustainable future in food consumption. Large differences between products can be seen. European demand for fresh mangoes will remain.

There is a clear demand for organic and

Fairtrade mangoes, with the UK and Germany as leading countries.

Market Channels and Segments

For more general information about market channels and segments you can

have a look at the Market Channels and Segments available at the CBI market

intelligence platform. This section provides some information about the various

marketing channels through which mangoes are marketed in Europe.

Figure 8: Market channels for Fresh Fruit and Vegetables in the European market

Sorting/

washing/

packing

Developing

country

European

market Market

segments

Developing

country

exporter

Importer/

wholesaler

Retail:

Supermarkets

Specialised

stores

Street markets

Food service

Re-

packing




Mangoes belong to the larger exotic fruit species on the European market. Although not yet a commodity, the volumes imported are such that they can no longer be considered a typical exotic fruit.

A distinction needs to be made between the supermarket channel in north-western Europe and the specialist retail channel, including street markets. The former is most important in north-western Europe whereas the latter is more important in southern Europe. Mangoes are mainly sold in retail; sales are lower via food services.

If you want to export to supermarket customers, explore ready-to-eat and focus on retail (preferred) supplier programmes.

The quality and quantity of mangoes transported by air differs between countries. In northern countries it is more a matter of filling demand outside the large retail channel, whereas in southern countries street markets and specialist shops demand excellent quality, air-flown mangoes.

Most mangoes are traded through the Netherlands with specialised companies that offer ripening and other services to both DC exporters and European customers and (re)-exporters.

The choice of transport and trade channel depends on your (end)-customers preference and requirements and market conditions. When demand is high, flexibility and speed is of the essence. But be careful of damaging your companys good name when taking risks and compromising on quality throughout the supply chain.

The supermarkets are increasingly demanding ready-to-eat mangoes, ripened in the destination country. The importers will then demand containers of mangoes of uniform quality and ripeness, taking into account the time needed for transport and ripening.

Working with trusted partners or intermediary shipping or forwarding companies reduces the risk of diminished product quality.

Market Competitiveness

For more general information about market competitiveness for fresh fruit and

vegetables you can have a look at the Market Competitiveness information

available at the CBI market intelligence platform. This section provides some

information about the market competitiveness of the European market of fresh

mangoes.

Analysis and interpretation Buyer power: The market is highly

competitive with many producing countries. Particularly in the supermarket channel, the buying power of large retail chains is strong. Supermarkets demand uniform quantity, relatively large volumes and mostly sea-transported (container) mangoes. For mangoes, quality during harvest and shipping (ready-to-eat) and CSR are becoming increasingly important, as well as supply chain transparency and information

Considerations for action You can enter the (north-western) European

market via cooperation in large retail programmes. Contact an experienced importer/distributor before entering the European market.



sharing. Long-term partnerships are preferred by EU buyers to ensure product supply and quality.

In southern European countries, street markets and specialist shops are more dominant. They demand smaller volumes of mostly air transported mangoes. The buyer power of smaller shops is weaker, but

nevertheless these customers also have lots of choice between different suppliers.

Delivering directly to smaller customers is very difficult. Use the experience and logistical power of importers and service providers to reach these smaller outlets.

Degree of rivalry: Worldwide production of mangoes is increasing and rivalry is generally very fierce. Temporary shortfalls in supply or demand (e.g. through drought) have a considerable effect on prices. Mangoes belong to larger exotic fruit species in Europe.

Try not to compete on price alone, but build partnerships with buyers/ripening facilities and strive for excellent product quality and handling/cooling.

Threat of new entrants: Certification and fulfilling both legal and non-legal requirements is a major hurdle for producers and exporters to enter the market.

Again, being part of a stable partnership and being a trustworthy supplier can help you to establish and maintain your position on the market. Establish a credible track record including transparent information on your company and product quality.

Substitute products: In the last decade the diversity of fruits supplied to the European market has increased; this represents competition for mangoes. Overall fruit and vegetable consumption is somewhat decreasing.

Storytelling, including recipes, novel packaging, and premium quality are methods for distinguishing your product. Ready-to-eat mangoes are increasingly popular, requiring excellent logistical processes. But besides this, there is still an important market for air-transported ripe

picked mangoes in southern countries in particular.

Use a service provider, agent or importer if volumes supplied do not match ordered volumes immediately. These specialised traders have the means to match supply and demand from their large customer base.

Useful Sources

Export and market entry support:

CBI - http://www.cbi.eu/

CBI market studies on fresh fruit and vegetables -

http://www.cbi.eu/marketintel_platform/Fresh-Fruit-

Vegetables/136122/mar

EU Export Helpdesk - http://exporthelp.europa.eu/thdapp/index_en.html

SIPPO - http://www.switzerland-ge.com/global/export/en/sippo-services

Certification schemes:

British Retail Consortium (BRC) - http://www.brcglobalstandards.com/

BSCI - http://www.bsci-intl.org/

FAIRTRADE - http://www.fairtrade.net/

GLOBALG.A.P - http://www.globalgap.org/uk_en/

ISEAL - http://www.isealalliance.org/

ITC standards map - http://www.standardsmap.org/standard-overview/

Rainforest Alliance - http://www.rainforest-alliance.org/



Marketing and trade standards:

Codex Alimentarius - http://www.codexalimentarius.org/codex-home/en/

European Food legislation - http://ec.europa.eu/agriculture/organic/eu-

policy/legislation_en

The United Nations Economic Commission for Europe -

http://www.unece.org/tradewelcome/trade-home.html

Statistics and sector information:

Agricultural Research for Development - http://www.cirad.fr/en

European Statistics Eurostat -

http://epp.eurostat.ec.europa.eu/portal/page/portal/eurostat/home/

FAOSTAT - http://faostat.fao.org/

United Nations Comtrade - http://comtrade.un.org/

This survey was compiled for CBI by LEI Wageningen UR

in collaboration with CBI sector expert Piet Schotel.

Disclaimer CBI market information tools: http://www.cbi.eu/disclaimer

Eligibility Fresh Mangoes

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