Market Survey Fruits Veg - Germany - Final-Eng

The European Union’s Tacis Programme for Moldova
Support to Export Promotion and

Investment Attraction in the
Republic of Moldova
Export Marketing Survey:

German Market for Fruits
and Vegetables
July, 2009
This project is funded by A project implemented by

the European Union GFA Consulting Group in consortium
with IDI
Support to Export Promotion
and Investment Attraction in
the Republic of Moldova
This Project is financed by This Project is implemented by
the European Union EuropeAid/126810/C/SER/MD a Consortium led by GFA
Consulting Group
Table of Contents
EXECTUTIVE SUMMARY I
INTRODUCTION AND METHODOLOGY 4
1 CONSUMPTION OF FRUIT AND VEGETABLES IN
GERMANY 1
2 PRODUCTION 5
3 MARKET ENTRIES 8
4 TRADE – IMPORT AND EXPORT 11
5 PRICE DEVELOPMENTS 14
6 MARKET ACCESS REQUIREMENTS 17
7 MARKET EXPORT OPPORTUNITIES AND
OBSTACLES 21
Annexes
Annex A – IMPORT & EXPORT STATISTICS 23
Annex C – LIST OF GERMAN FRUIT AND VEGETABLE
IMPORTERS 24
Consulting Group
EXECTUTIVE SUMMARY
The German market for fresh fruits and vegetables (FVV) is the 4th largest in the
EU. The total sales value of fresh fruits and vegetables in 2006 was €8.1 billion.
Regarding the consumption of preserved fruit and vegetables Germany is the
largest consumer, accounting for 21% of the EU market.
Consumption The consumption of fresh fruit and vegetables fresh vegetables is stable. The
consumption of domestic vegetables, however, increased by 7%, while imports
decreased by 5%, indicating that there is a trend to consume local products. 47%
of all vegetable consumed by households in 2007 were of domestic origin. Most
popular products are:
Vegetables Fruits
1) Tomatoes 1) Apples
2) Carrots 2) Bananas
3) Cucumbers 3) Table Grapes
With regard to preserved fruits and vegetables fruit juices and concentrates are
the largest product group, followed by canned and frozen vegetables.
The following market trends can be observed:
 German consumers are very price-conscious. Discount retail stores therefore flourish.
Despite the strong price consciousness, there is a distinct market for high-quality, speciality
and gourmet products.
 Nutritional value and health benefits of food products receive more attention. In general,
fruit and vegetables are regarded as a good choice for a healthy diet, as a result their
popularity is growing. Also the consumption of dried fruits is increasing. Consumption of
edible nuts has shown an upward trend in recent years, too.
 Due to the increased consumer awareness the market for organic food products has been
growing continuously in recent years, mainly driven by discount stores including organic
products to their product portfolio. The consumption of organic food products is expected to
experience further growth and has a market share of 3% of the total expenditure for food
and beverages by now.
 Consumption of preserved fruit and vegetables is in decline. In the retail market, preserved
fruit and vegetables face competition of fresh products. Especially canned products tend to
be regarded as ‘old-fashioned’. The consumption of frozen food products continue to
growth. As consumers tend to have less time to prepare full meals easy to prepare, semi-
prepared products become more popular.
Production German is among the big fruit and vegetables producers in the EU. In total
190,610 ha fruits and vegetables of were cultivated commercially in 2007
Vegetable and Fruit Production 2003-2007 (in 1,000t)
2003 2004 2005 2006 2007
Vegetables, including edible 2,869 3,278 3,167 3,167 3,387
mushroom
Fruits 1,086 1,300 1,168 1,289 1,432
Source: ZMP 2008
Most important vegetable according to area cultivated was asparagus, followed

by carrots and onions. Apples were the dominating fruit with a 74.7% share of the
total production, followed by strawberries (10.9%).
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Consulting Group
Imports and In general fruit and vegetable consumption exceeds the production, therefore
Exports there is a constant need for imports. In addition, Germany has evolved to one of
Europe’s largest trading and shipping hub, especially for fresh fruits.
Most important to note is that 2/3 of all German agricultural imports derive from
EU countries.
The import of vegetables in 2006 increased to a total import of about 3 Mio. tons.
The preliminary figures for 2007 indicated a continuing increase in imports. Main
supplying countries are the Netherlands, followed by Spain and Italy. Main
imported vegetables are tomatoes cucumbers, carrots, peppers and onions.
In 2006 Germany imported about 5.15 Mio tons of fresh fruits. The leading fruits
being imported are bananas, approx. 25% of all imports, followed by apples,
oranges, clementines and table grapes. Spain is the leading supplier of fruits,
followed by Italy, who is the major supplier for table grapes and apples.
Germany is the largest importer of preserved fruit and vegetables in the EU with a
share of 23% of total EU import value in 2006. German imports were €5.1 billion
with a volume of 4.4 million tonnes. Between 2002 and 2006, imports increased
by 15% in value while volume remained stable.
Trade Fruit and vegetable distribution within Germany is well organized, with various
concentration and channels of movement ensuring fast and highly efficient delivery of products.
importers criteria Direct purchases from suppliers is uncommon, most retailers prefer to deal with a
local importers/distributors.
There is a continuing trend for concentration in the food retail sector. Small, local
shops and small supermarkets are increasingly replaced by large hypermarkets
and discounters. This concentration forces fruit and vegetables exporters to be
attentive to the demands of the large retail chains. These may require that an
exporter is able to supply them fully or at least in large volumes frequently. Large
retailers also demand uniform quality, volume and timely delivery.
Fruit and vegetable importers, wholesalers and retailers in Germany make
considerable demands on producers to take them in account as business partners.
The following criteria can be considered as overall standards:
 Compliance with EU regulations on food and hygiene
 GLOBALGAP Certification + In case of organic products a BIO certification is necessary
 Logistic and transport costs, production volume, supply window, reliability
 Communication - Ability to have and maintain business communication
Market access Producers of fruits and vegetables, fresh or preserved, preparing to access the EU
requirements market should be aware of the market access requirements.
Step-by-step food legislation in the EU is being fully harmonised: the same
legislation will apply to all EU member states. Compliance with EU legislation and
non-legislative requirements of EU trading partners is essential.
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Consulting Group
When it comes to food, the main focus in the EU is on consumer safety. This has
lead to the introduction of legal requirements focusing on hygiene and
traceability, emphasizing the importance of guaranteeing hygiene measures
throughout the chain, “from farm to fork”.
The General Food Law is the umbrella over all existing EU food legislation. It
applies to all stages of the production, processing and distribution of food, also of
feed products, fed to food-producing animals. EU food legislation does not impose
direct conditions on the manufacturing processes of Non-EU exporters, but
importers will because they want to be sure that they (including their products)
meet all relevant legislation.
Besides food safety issues the EU has defined quality standards, packaging and
labelling requirements. The quality of a product means the degree to which the
product fulfils the requirements and wishes of all parties involved (final consumer,
legislators, and other market parties). Quality, however is not only product-
related, it relates also to production process and delivery handling. The labelling
requirements include a declaration of ingredients.
According to EC regulations, fresh fruit and vegetables from outside the EU
require a Certificate of Conformity before they are allowed into the EU. For
products intended for processing, a Certificate of Industrial Use is required
Moldovan export Importers in general are interested in extending their trade and supply options.
opportunities & Opportunities for Moldova are:
obstacles
 Market for organic fruit and vegetables – market is expected to grow
further, German importers have faced shortage of supply;
 Supply the German food and beverage industry – either with fresh or pre-
processed fruit and vegetables
 Edible nuts – despite being the largest exporter in Europe, Moldova’s
market presence in Germany is little;
 Table grapes – enough production capacity to target large retailers
Obstacles Moldova face:
 Little knowledge of importers regarding Moldova’s range of agricultural
products;
 Strong and established competitors from EU countries, benefiting from EU
single market;
 Compliance with EU’s food safety, quality and marketing standards, as well
as specific importers requirements (e.g. certification)
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Consulting Group
INTRODUCTION AND METHODOLOGY
The following market survey has been produced within the framework of the
European Commission project “Support to Export Promotion and Investment
Attraction in the Republic of Moldova”. The project is implemented by a GFA
Consulting Group led consortium. The project intervention areas are:
Component 1 Component 2
Support to Ministry of Economy and Trade and Support to Ministry of Agriculture and Food
its agencies in coordinating and improving Industries in enhancing its system of testing
Moldova’s export and investment promotion laboratories
systems
Component 3 Component 4
Support to Moldovan enterprises in accessing Export promotion
export development financing
Component 5
Investment Promotion
The market survey provides Moldovan exporters of fruit and vegetables, including
edible nuts, with an overview on the German market for the respective products.
Furthermore trade channels and market access requirements are outlined as well
as major market actors in Germany. In addition, the market survey findings are
matched to the Moldovan fruit and vegetable sector in order to give
recommendations on export opportunities and obstacles.
The survey starts with a general description of the German market for fresh and
preserved fruits and vegetables, including edible nuts. The German consumption
and production of fruits and vegetables is presented as well as sectoral trends.
The market description intends to provide a sectoral overview, more detailed
information are then given on products relevant to Moldova. At the end of the
description the pricing and trade in the fruit and vegetable sector will be
highlighted.
In the following trade channels and practice as well as market access
requirements will be presented. This chapter aims to provide Moldovan exporters
with information on the common trade practice and logistical requirements of
importers, as well as legal and technical requirements formulated by EU and
German policy makers.
Finally, using the information presented in the previous chapters, as well as
information on the Moldovan agricultural sector, opportunities and obstacles for
Moldovan exporters will be formulated.
A brief description of major German importers and potential business partners
will be given at the end of market survey.
Methodology The information presented in this market study is based on quantitative and
qualitative data, attained via desk research and interviews. Quantitative data
sources include ZMP Zentrale Markt- und Preisberichtstelle GmbH (ZMP),
Statistisches Bundesamt as well as EUROSTAT. Interviews with German market
actors have been the source for the qualitative data.
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Consulting Group
1 CONSUMPTION OF FRUIT AND

VEGETABLES IN GERMANY
Market size - fresh Germany has the fourth largest market for fresh fruits and vegetables (FVV) in the
and preserved EU, but has the largest consumption of preserved fruit and vegetables, accounting
products for 21% of the EU market in 2005. The total sales value of fresh fruits and
vegetables in 2006 was €8.1 billion. The consumption of preserved fruit and
vegetables in 2005 was worth €5.7 billion. The table below shows the total
consumption (consumer and industry) of fruits and vegetables in Germany:
Total consumption of fruits & vegetables (fresh and processed, in 1,000t)
2001/02 2002/03 2003/04 2004/05 2005/06 2006/07
Vegetables 7,107 7,010 6,980 7,118 7,123 7,267
Fruit 9,810 9,661 10,308 9,718 10,312 9,805
(w/o citrus) 6,280 6,270 6,497 6,050 6,479 6,366
Total consumption of fruits & vegetables (fresh and processed) in kg per capita
Vegetables 85.3 84.9 84.6 86.3 86.4 88.2
Fruit 119 117.1 124.9 117.9 125.1 119.1
(w/o citrus) 76.2 76 78.7 73.3 78.6 77.3
Note: excluding edible nuts
Source: BMELV, ZMP
Fresh fruits and vegetables account for the gross share of consumption, followed
by frozen and canned products. Actual consumption of fresh fruits declined by 4%
in 2007 mainly due to increasing prices. The consumption of fresh vegetables was
stable, with only a 0.4% increase in 2007 compared to 2006. The consumption of
domestic vegetables increased by 7%, while imports decreased by 5%. There is a
trend to consume local products. 47% of all vegetable consumed by households in
2007 were of domestic origin.
In 2006/07 the level of self-sufficiency for fruit products was 18.4% and 35.4% for
vegetable products.
Fresh Fruit and Tomatoes are the most popular fresh vegetable in Germany, accounting for about
vegetables 16% of all vegetables consumed, followed by carrots and cucumbers. In 2007 each
consumption German household bought 63.4kg of fresh vegetables.
The most popular fruit in Germany are apples, accounting for 34kg per capita in
2007, followed bananas (10.3kg) and table grapes (6.8kg). Thess figures include
fresh fruits and processed products. The overview below shows the most sold FVV
in Germany 2007:
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Consulting Group
Top 10 Sold Fresh Vegetables in Germany 2007
White Cabbage
Leek
Asparagus
Cauliflower
Iceberg Lettuce
Sweet Pepper
Onions
Cucumbers
Carrots
Tomatoes
0 2 4 6 8 10 12
Consumption in kg / household (Source: ZMP 2008)
Top 10 Sold Fresh Fruit in Germany 2007
Pineapple
Nectarine
Strawberry
Pears
Melones
Table Grapes
Clementine
Oranges
Bananas
Apples
0 5 10 15 20 25
Consumption in kg / household (Source: ZMP 2008)
Preserved fruits As stated above, Germany has the largest consumption of preserved fruit and
and vegetables vegetables in the EU. Fruit juices and concentrates are the largest product group,
consumption with Germany being the largest consumer of fruit juice and concentrates in the
EU, accounting for 23% of the EU apparent consumption value in 2005
(consumption and industrial demand). According to the ‘Association of German
fruit juice industries’, German consumers drank about 38 litres of fruit juice per
person in 20071. Germany is also the largest consumer of frozen vegetables as
well as jams, jellies, purees and pastes in the EU. In average each German
consumed 38.1kg of frozen food in 2007 of which 5,6kg were frozen vegetables
and 0.8kg frozen fruits.
Consumption of preserved fruit and vegetables in Germany, 2003 and 2005, in € million and 1,000t
2003 2005
Value Volume Value Volume
Fruit juices, concentrates 2,389 3,601 2,057 2,800
Canned vegetables 1,616 1,683 1,655 1,699
Frozen vegetables 865 831 900 848
Jams, fruit jellies, purees and 466 318 452 259
pastes
Frozen fruit 346 310 272 295
Dried fruit 201 125 238 126
Canned fruit 982 911 n.a. n.a.
Dried vegetables 87 44 96 55
Total (excluding nuts) 6,952 7,823 5,669 6,083
Source: CBI, 2008
1 http://www.fruchtsaft.net/
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Consulting Group
Organic fruits and The German market for organic food products is the largest in the EU. The market
vegetables for organic products has shown a continuous growth till 2007, reaching a market
share of 3% of total expenditure for food and beverages. More than 90% of the
private households are buying organic products at least once a year, 37% of the
households stated, that they are using organic products for cooking as often as
possible. By now all discounters offer organic products.
Main sort of organically produced fruits and vegetables consumed
 Tomatoes  Carrots  Onions
 Bananas  Apples
In 2008, however, the sales figures for organic food products decreased for the
first time according to the market research institute GFK – by 3% for fruit and 4%
for vegetables in the first three quarters of 2008. This decrease is at least partly
due to shortages in supply of fruit and vegetables. Organically produced carrots,
for instance, were short of supply till late summer.
Table Grapes The Germans are among the world leading consumers for table grapes. Each
German household has consumed about 5kg of table grapes in 2007. 95% of the
total table grape imports in 2006 were from EU countries, in particular, Italy.
Further important supply countries are Greece and Spain. In winter countries of
the Southern Hemisphere, like Chile and South Africa, step in to supply the
market.
Edible nuts Germany was the leading EU importer of edible nuts in 2007, accounting for about
a quarter of the total import value, followed by The Netherlands (14%), Italy
(11%), Spain (10%), the United Kingdom (8.7%) and France (8.0%). After years of
decrease in consumption – 543,.000t in 2005 - the sale of edible nuts in Germany
has increased again in 2006 and 2007. Main sorts of edible nuts consumed in
Germany are almonds and groundnuts, each accounting for 29% of the
consumption in 2005.
Edible Almonds Ground- Hazel- Wal- Cashew Pistachios Chestnut

Nuts nuts nuts nuts Nuts
Share of 29% 29% 27% 9% 4% 2% 1%
Volume,
2005
Source: CBI, 2008; *101% due to round off error
A large variety of edible nuts is used in the German industrial sector. Substantial
amounts of nuts are used as an ingredient for a whole range of chocolate
products. The food industry tends to buy pre-processed nuts (e.g. shelled, pre-cut,
sliced). Germany is also a leading EU producer of marzipan, which has almond
paste as its main component. Nuts are also popular as a snack, particularly during
the Christmas season. Groundnuts are the most popular nut product used in the
snack industry, although competition from other nuts and snacks is increasing.
To satisfy domestic demand, Germany imports significant amounts of edible nuts
mainly from the USA, but also from The Netherlands and Turkey.
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Consulting Group
Consumption German consumers are very price-conscious. The amount of money spent on
trends food per household is the lowest of the EU. In general, German consumers find
the price of a food product most important. Discount retail stores therefore
flourish. Despite the strong price consciousness, there is a distinct market for
high-quality, speciality and gourmet products, which may be sold through
smaller, speciality shops.
Consumers are increasingly concerned about the effect food has on their health.
Nutritional value and health benefits of food products receive more attention. In
general, fruit and vegetables are regarded as a good choice for a healthy diet, as
a result their popularity is growing. Exotic fruits such as pineapples and mangos
tend to become more popular. Also the consumption of dried fruits is increasing.
Due to the increased consumer awareness the market for organic food products
has been growing continuously in recent years, mainly driven by discount stores
including organic products to their product portfolio. Despite a slight decrease in
2008 the consumption of organic food products is expected to experience further
growth. Although not as strong as in recent years as a further expansion of
organic products in discount stores is limit and will rather be possible in
convenience stores and supermarkets.
Consumption of preserved fruit and vegetables is in decline, as is production. In
the retail market, preserved fruit and vegetables face competition of fresh
products. Especially canned products tend to be regarded as ‘old-fashioned’ or
less nutritious than fresh products. For industrial purposes, preserved fruit and
vegetables will continue to be widely used. The consumption of frozen food
products continue to growth.
Consumption of edible nuts has shown an upward trend in recent years. Imports
of almonds and hazelnuts have shown an increase. Due to the present economic
crises, it is predicted that consumers might move away from premium, branded
nuts, while cheaper, private-label nuts will become more popular.
In general fruit and vegetable consumption exceeds the production, therefore
there is a constant need for imports.
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Consulting Group
2 PRODUCTION
German is among the bigger fruit and vegetables producers in the EU. In total
190,610 ha were cultivated commercially in 2007 to produce fruits and
vegetables. The area for vegetable production increased further from 2007 to
2008 (118,000 ha), whereas the area under fruit cultivation decreased.
Cultivated Land 2003-2007 (in ha)

2003 2004 2005 2006 2007
Vegetables, 105,477 110,375 107,771 111,045 111,274
open field
Vegetables, in 1,319 1,371 1,392 1,386 1,464
green house
Strawberries 10,421 11,844 13,435 14,094 12,870
Orchards 68,960 68,263 66,200 65,900 65,002
Home and 7,091 5,968 5,100 4,800 4,624
vegetable
gardens
Source: ZMP 2008
Fruits and The 2007 outdoor vegetable harvest of 3.179 Mio tons was the biggest ever, i.e.
vegetables an increase of 7% in comparison to 2006. Along with the also increased
production of greenhouse vegetables (153,000t, +10%) and harvest of edible
mushrooms (55,000t, -7%) the total production of vegetables add up to 3.39 Mio
tons. Most important vegetable according to area cultivated was asparagus,
followed by carrots and onions. The dominating vegetables in greenhouses were
tomatoes, lamb’s lettuce and cucumbers, which combined account for 56% of the
total greenhouse production.
Vegetable and Fruit Production 2003-2007 (in 1,000t)

2003 2004 2005 2006 2007
Vegetables, including edible 2,869 3,278 3,167 3,167 3,387
mushroom
Fruits 1,086 1,300 1,168 1,289 1,432
Source: ZMP 2008
The German fruit harvest 2007 was the largest since 2000. In total 1.43 Mio tons
of fruits have been produced, an increase of 9% compared to 2006. Apples were
the dominating fruit with a 74.7% share of the total production, followed by
strawberries (10.9%). For further fruits produced see table on next page:
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Consulting Group
Outdoor vegetable growing in Germany 2007
Other vegetables
Radish
Spinach
Bush beans
Iceberg lettuce
Cauliflower
Peas
White Cabbage
Onions
Carrots
Asparagus
0 10.000 20.000 30.000 40.000 50.000

Area in hectar (Source: ZMP 2008)
Fruit growing in Germany 2007
Other fruit
Raspbeery
Bluebeery
Red Curant
Pears
Sour cherries
Plums / Prunes
Cherries
Strawberry
Apples
0 10.000 20.000 30.000 40.000
Area in hectar (Source: ZMP 2008)
Table Grapes Germany is the fourth largest grape producer in the EU, after France, Spain and
Italy. Grape production in 2006 was 1.3 Mio tons. The vast majority of these
grapes is used for making wine.
Edible nuts Germany does not produce large amounts of edible nuts; only walnuts are
produced on a relatively small scale compared to the leading EU producing
countries. In 2006, total German walnut production amounted to 18,000 tons.
Germany is renowned for its marzipan production, for which large amounts of
almonds are needed. Almonds are not grown in Germany and need to be
imported.
Preserved fruits Germany is the fourth largest producer of preserved fruit and vegetables
and vegetables (excluding edible nuts) in the EU accounting for 14% of total EU production value
and 15% of volume. In 2005 production was 4.2 Mio tons (14% less than in 2001)
in a value of €4.0 billion (8% less than in 2001). Only the production of canned and
frozen vegetables, and dried fruit and vegetables grew between 2001 and 2005.
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Consulting Group
Production of preserved fruit and vegetables in Germany 2001-2005 (in 1,000t)
2001 2003 2005
Fruit juices and concentrates 3,126 3,395 2,646
Canned vegetables 805 767 848
Frozen vegetables 299 357 433
Jams, fruit jellies, purees and pastes 501 310 244
Dried fruit 17 19 22
Dried vegetables 12 18 22
Frozen fruit n.a. 6 8
Canned fruit 152 472 n.a.
Total 4,911 5,343 4,224
Source: Eurostat, 2008
Despite a production decrease of 15% between 2001-05 Germany has the largest
fruit juice and drinks industry in the EU. In 2005, German production of fruit juices
and concentrates accounted for 24% of EU production value.
The food processing industry is an important industrial sector in Germany. It is the
second largest in the EU. According to the Federation of German Food and Drink
Industry the turnover of processed food and beverages industry reached €148
billion in 2007, which was 6.8% more than in 2005. The key food processing
segments are meat products, dairy products, alcoholic beverages, confectionery,
bakery products, preserved fruit and vegetables, and oils and fats.
Production trends German vegetable farming is growing with regard to cultivated area and
production volume. The number of vegetable farms, however, is decreasing.
Asparagus keeps being the most important vegetable. An important trend in 2007
was the growing cultivation of sweet corn (+56%), radish (+17%), lamb’s lettuce
(+23%) and lollo salad (+41%). Cultivation of rather traditional vegetables as
cauliflower (-15%) and (butterhead) lettuce (-21%) decreased.
The German fruit production in 2007 was the highest since 2000 despite a
decrease in production of fruits like strawberry and sour cherries. With a total
production share of 75% apples are by far the most important fruit being
produced.
Organic production of fresh fruit and vegetables is growing steadily. In 2006,
domestic production of organically grown fruit and vegetables increased by 3.2%
over 2005. This tends is expected to continue. Germany is one of the largest
organic producers in the EU.
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Consulting Group
3 MARKET ENTRIES
Trade channels There is a sound tendency towards concentration in the supply chain of fresh
fruits and vegetables in Germany and the EU. Fruit is increasingly routed through
large and sophisticated companies handling all aspects of import and distribution.
Direct trading contacts between market parties at production level and retail level
are exceptional, and confined to large, multinational producers.
The most important trade channel for exporters and producers are import
companies. There are large importers with a wide product portfolio while others
focus on specific products and/or countries of origin. Large retail chains, like
Edeka or Aldi, have their own import facility, which coordinates the supply of FFV,
controls quality and provide logistical services. In general all parties of the supply
chain have an interest in planning in advance the required amount and quality of
the produce and its provenance. The following graph outlines the various market
parties in the FVV supply chain and their scope of work.
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Consulting Group
The current European distribution structure forces fruit and vegetables exporters
to be attentive to the demands of the large retail chains. These may require that
an exporter is able to supply them fully or at least in large volumes frequently.
Large retailers also demand uniform quality, volume and timely delivery.
The food processing industry imports ingredients either directly from foreign
suppliers or from importers. The confectionery industry is one of the major users
of edible nuts; they organise import themselves or make use of specialised
importers. Specialised importers of fruit juices and concentrates (compound
houses) are the suppliers of ingredients to the beverage industry and often deal
with large quantities. Exporters that are not able to supply such quantities should
look for a small-scale importer within this industry or in the dairy or jam industry.
Retail trade German food trade sector is highly competitive and the household spending on
food products is considerably lower than in neighbouring countries. The total
sales of food and beverages in
Top 5 in German Food Trade 2007 in % Germany amounted to €142.7
Source: BVE 2008 billion in 2008. A surplus of
1.8% compared to 2007,
mainly due to increase in
Metro-Gruppe
prices.
Aldi-Gruppe A continuing trend is the
concentration in food trade
Schwarz-Gruppe
sector. Retail trade is
Rewe Zentral AG becoming more concentrated
in large super- and
Edeka-Gruppe hypermarkets, and discount
stores. Small, independent
0 10 20 30 retailers are losing market
shares. The Top 5 in the
German food trade together
have a market share of 70%. Discount stores, again, increased their market share
to now 43.2% of total food and beverage sales. The trend of increasing sales of
FVV through discounters continues. 53% of all fresh fruits have been sold by
discount stores alone in 2007. Preserved fruits and vegetables are traditionally
purchased in supermarkets and discounters. Retailers are expanding their range
of organic fruit and vegetable products.
Share of retail sales of food and beverages 2005

Source: CBI 2008
10%
Traditional
41% 23% stores
Super-markets
26%
Hypermarkets
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Consulting Group
German retail companies normally do not import directly, but purchase their
products through buying organizations.
Business Partner Fruit and vegetable importers, wholesalers and retailers in Germany make
Selection Criteria considerable demands on producers to take them in account as business partners.
The demands and requirements vary depending on the importer’s business
approach and procedures, but the following criteria can be considered as overall
standards:
Compliance with EU regulations on food and hygiene
The EU legal requirements are applicable to all food marketed in the EU (see chapter 7).
Most retailers and distributors in Germany, however act according own voluntary
standards which are more strict than the EU requires. This, for instance, applies to
maximum residue levels (MRLs), where German retails only allow a level 30-70% of the
EU standard.
Certification
The vast majority of importers and retailers request producers to be GLOBALGAP
certified. In case of organic products the BIO certification is necessary.
Logistic and production volume

 Production quality and volume (ability to deliver larger quantities) and ability to
supply / supply window (minimum 4-6 weeks)
 Reliability of supply and in time delivery are important. 1 to 3 days, at most 7 days
between placement of order and receipt of goods
 Transport capacity and costs
Communication
Language skills (e.g. English). Ability to have and maintain business communication
Potential business partners are usually identified on trade fairs, like ANUGA or
FRUIT LOGISTICA, and during the search for suppliers of new or highly demanded
products. The steps towards a business relation are normally as follows:
1. Pre-assessment The importer screens the potential supplier on the basis

of provided information
2. Site visit In order to verify the provided information, to check on

certification and production processes, as well as to take
product samples the importer visits the producer /
supplier.
3. Trial Order A trial order is placed in order to check the logistical

capacity of the producer and quality of the product
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Consulting Group
4 TRADE – IMPORT AND EXPORT
Germany is the 3rd largest exporter of agricultural and food products, behind USA
and the Netherlands. With regard to imports, Germany is 2nd behind the USA,
importing 8.3% of all agricultural products traded.
The German imports and exports of fruits and vegetables vary depending on
domestic harvest as well as to the harvest of the major exporting countries.
In the course of the past ten years Germany has evolved to one of Europe’s
largest trading and shipping hub, especially for fresh fruits.
Most important to note is that 2/3 of all German agricultural imports derive from
EU countries.
German imports of The import of vegetables increased in 2006 by 8% amounting to a total import of
FFV about 3 Mio. tons. The preliminary figures for 2007 indicated a continuing
increase in imports. Main supplying countries are the Netherlands, followed by
Spain and Italy. Main imported vegetables are tomatoes (Netherlands and Spain),
cucumbers, carrots (Italy), peppers and onions.
German Import of fresh vegetables in 2007 German Import of fresh fruits in 2007
Greece France
Poland Brasil
South Africa
Belgium
Panama
France Ecuador
Italy Costa Rica
Spain Columbia
Italy
Netherlands
Spain
0 200 400 600 800 1.000 1.200
0 500 1.000 1.500
Major supplier counries in 1.000 tons
Major supplier counries in 1.000 tons
(Source: ZMP 2008)
(Source: ZMP 2008)
In 2006 Germany imported about 5.15 Mio tons of fresh fruits. The leading fruits
being imported are bananas, approx. 25% of all imports, followed by apples,
oranges, clementines and table grapes. Spain is the leading supplier of fruits,
followed by Italy, who is the major supplier for table grapes and apples.
The importance of suppliers often varies with the season. For instance, during the
season table grapes are mainly supplied by the Mediterranean countries Italy,
Greece, Turkey and Spain. In the off-season – March to Mai – countries of the
Southern hemisphere, South Africa and Chile, take on the supply.
For more details on the import of FVV see Annex A.
German exports of Germany’s export of fresh vegetables has tripled in the last 10 years. Nonetheless
FFV Germany remains a net importer of vegetables.
Regarding the export of fresh fruits, Germany has become a major trading hub,
indicated by the increase in exports during the last 10 years, from 255,000t in
1996 to 816,000t in 2006. The major export fruits are bananas, followed by
domestically grown apples and strawberries.
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Consulting Group
German exports of fresh fruits and vegetables in 2007 - Main products
Vegetables in tons Fruits in tons
White / red cabbage 65,900 Bananas 420,800
Onions 63,100 Apples 120,700
Tomatoes 37,200 Grapes 38,600
Carrots 28,200 Pineapples 30,100
Cauliflower 23,500 Oranges 26,700
Salad 21,400 Clementines 14,500
Cucumbers 19,600 Pears 14,500
Other cabbages 15,400 Strawberries 12,200
Other vegetables 104,900 Other fruits 113,800
Source: ZMP, 2008
For more details on the export of FVV please turn to Annex A.

Preserved fruit Germany is the largest importer of preserved fruit and vegetables in the EU with a
and vegetables share of 23% of total EU import value in 2006. German imports were €5.1 billion
imports and with a volume of 4.4 million tonnes. Between 2002 and 2006, imports increased
exports by 15% in value while volume remained stable. About 63% of all German imports
derive from EU countries, with the Netherlands, Turkey, Italy, Belgium, Poland and
France being the main suppliers to the German market.
German imports of preserved fruits & vegetables 2002-2006, in € Mio
Category 2002 2004 2006 Main Product Leading Supplier
Edible nuts 871 1,130 1,479 Mixtures, Turkey (32%), USA (18%),
almonds, Netherland (12%), Spain (6%),
hazelnuts Iran (6%)
Fruit juices, 894 882 1,025 Orange, apple, Netherland (29%), Poland (16%),
concentrates grape juice Belgium (12%), Italy (9%)
Canned 885 891 859 Tomatoes, Italy (22%), Netherland (20%),

vegetables mixtures, pickled France (12%), Turkey (7%)
vegetables
Canned fruit 511 510 495 Mixtures, Netherland (14%), Greece (13%),
pineapple, Italy (13%), China (7%), Thailand
cherries, peaches (7%)
Frozen 426 393 379 Mixtures, peas, Belgium (36%), Netherlands

vegetables beans, spinach, (19%), Poland (10%), France
sweet corn (7%), China (7%)
Frozen fruit 352 307 325 Poland (30%), Serbia (13%),

Netherlands (9%), Canada (4,5%)
Dried fruit 230 239 286 Dried grapes, Turkey (27%), Netherland (9%),
mixtures, prunes, Chile (7%), Slovakia (7%), France
figs, apples (7%)
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Consulting Group
Dried 173 171 170 Mixtures, onions, China (28%), Turkey (9%), Poland
vegetables mushrooms, (7%), Spain (6%)
lentils
Jams, fruit 89 92 101 France (16%), Belgium (15%),

jellies, purees, Netherland (14%), Italy (13%),
pastes Denmark (11%)
Total preserved 4,430 4,613 5,118 Netherlands (17%), Turkey

fruit, vegetables (13%), Italy (9%), Belgium (7%)
Source: CBI, 2008
In 2006, German exports of preserved fruit and vegetables were €2.0 billion. The
volume amounted to 1.8 million tonnes, making it one of the larger exporters in
the EU. Between 2002 and 2006, exports increased 14% in value but the volume
remained stable. 88% of exports (according to value) were to other EU countries.
The main destinations were France (18% of export value in 2006), the Netherlands
(15%), the UK (10%), Austria (9%) and Belgium (7%).
German exports of preserved fruits and vegetables in 2006, according to product group
Fruit juices, concentrates 31% Edible nuts 19% Canned vegetables 15%
Canned fruit 13% Jams, fruit jellies, purees, Dried vegetables 5%

pastes 6%
Frozen vegetables 5% Dried fruit 5% Frozen fruit 2%
Source: CBI, 2008
Edible nuts Germany was the leading EU importer of edible nuts in 2007. The value of
imported nuts grew by 70% between 2002 and 2006. As Germany does not
produce noteworthy amounts of edible nuts (only about 200 tons), the entire
consumption of about 543.000 tons (in 2005) has to be imported. The most
important supplier countries are Turkey, USA, Argentina, Iran, China and Spain.
Germany imported 528 tons of edible nuts from Moldova in 2008, worth 3.9 Mio.
Euro.
German trade with Germany’s imports from Moldova declined from 2007 to 2008 by about 23%
Moldova having a total value of €111.5 Mio. Therewith Moldova takes position 98 of
Germany’s most important supplier countries. German exports to Moldova
increased in 2008 to €315 Mio, giving Moldova the 85th position of country of
destination for German goods.
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Consulting Group
5 PRICE DEVELOPMENTS
Prices for fruits and vegetables depend on several factors, such as the availability
of the product, the quality of the product, size and variety, and its origin.
Producer price The producer price index for the EU and Germany indicates that fruit producers in
index general have been able to realise higher prices in recent years in comparison to
the reference year 2000.
Fruit Producer Price Index 2002 to 2007

year 2000 = 100 ; Source: ZMP 2008
135
130
125
120
115
110
105
100
2002 2003 2004 2005 2006 2007
EU 114,1 128,4 121,6 116 117,9 128,8
Germany 117,5 131,9 117,5 108,5 123,7 124,7
The German producers of vegetables, contrary, had to cope with varying prices in
recent years, including a steep decline in 2004, as well as a high price level in
2006.
Vegetable Producer Price Index 2002 to 2007

year 2000 = 100 ; Source: ZMP 2008
120
115
110
105
100
95
90
85
80
2002 2003 2004 2005 2006 2007
EU 103,7 109,9 96,1 102,8 102 101,9
Germany 102,2 99,2 82,4 94,2 111,7 102,6
Wholesale prices During the last five years, the average import price of FFV in Germany has
decreased. Market prices vary on a daily and weekly basis. The following websites
provide daily updated wholesale price information:
 www.agribusinessonline.com
 http://www.fruchtportal.de/index.php?pid=13 (German language)
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Consulting Group
In order to give an indication of price levels, wholesale prices for selected

products relevant to Moldova are presented in the tables below:
Tomatoes and carrots sales price at wholesale market 2006 and 2007 in EUR
Tomatoes (Netherlands), Carrots (Germany)

47mm+, 5kg 100kg
Calendar week 2006 2007 2006 2007
31. 4.80 4.66 48.98 46.85
32. 4.01 4.70 47.56 44.42
33. 4.29 4.90 46.27 44.09
34. 5.92 4.64 46.21 43.89
35. 7.43 4.45 46.31 43.90
36. 7.57 4.87 46.32 43.70
37. 7.44 6.62 44.95 43.23
38. 6.92 7.73 43.08 42.05
Source: ZMP 2008
Table grapes and apple sales price at wholesale market 2006 and 2007 in EUR
Table grapes (Italy) Table grapes (Greece) Apples (Germany)

100kg 100kg Jonagold, 70/90mm,
100kg
Calendar 2006 2007 2006 2007 2006 2007

week
39. 158.90 165.19 208.33 244.29 81.45 70.86
40. 158.25 173.39 215.00 257.32 76.28 70.35
41. 160.62 173.12 232.14 275.05 70.02 67.80
42. 158.48 173.90 247.26 281.79 67.27 66.33
43. 157.74 172.55 265.12 286.43 64.92 65.06
44. 158.29 171.53 287.37 286.50 63.27 63.26
45. 152.43 166.33 308.61 294.25 62.85 64.14
46. 154.00 172.33 330.75 299.12 62.26 62.65
Source: ZMP 2008
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Consulting Group
Consumer prices In February 2009 consumers on average had to pay 1,9% less for fruits compared
to 02/2008. This is the first decrease in price after constantly rising fruit prices
during the last three years. In particular citrus fruits, table grapes and apples
decreased in price. Consumer on average had to pay €2.78 / kg table grapes, a
decrease of about 7% in comparison to February 2008.
Change of German Consumer Prices (in %)

Source: ZMP 2009
Bread, biscuits
Margarine, edible oil
Cheese
Milk, milk products
Potatoes
Vegetables
Fruits
Eggs
Meat products
Poultry
Pork
Beef
Total of all products listed
-25 -15 -5 5 15 25
02/2009 compared to 02/2008 02/2008 compared to 02/2007
Vegetable prices, on the contrary, continue to rise, with an average increase of

21% compared to February 2008. This increase was due to exceptional strong
winter in Southern European vegetable growing areas.
Price Over the last five years, the average import prices of many preserved fruits and
developments for vegetables have fluctuated strongly. In general, import prices of canned fruit have
preserved fruits decreased while prices of edible nuts and dried fruit have increased.
and vegetables The retail price of food products and non-alcoholic beverages increased 3.8% in
2007, which is more than the rise in the cost of living (2.8%).
The following websites list prices for a number of preserved fruit and vegetables,
including nuts:
 www.agra-net.com
 International Trade Centre, Market News Service:
www.intracen.org/mas/mns.htm
 Hamburger Waren-Verein a national association that represents the
interests to foreign and wholesale trade: http://www.waren-verein.de
16
Consulting Group
6 MARKET ACCESS
REQUIREMENTS
Producers of fruits and vegetables, fresh or preserved, preparing to access

Germany should be aware of the market access requirements of trading partners
and the German government. These requirements may be specified through
legislation, codes of practice and other means associated with different labels and
management systems. Compliance with EU legislation and non-legislative
requirements of EU trading partners is essential.
Legal requirements Set the basis for what requirements products marketed in the EU must
meet. Products that fail to meet these requirements are not allowed on
the EU market.
Additional Go beyond legislation, as companies can go further in their requirements

requirements than legislation. The main categories of additional requirements are
environmental requirements and social (labour) requirements.
Legal Step-by-step food legislation in the EU is being fully harmonised: the same
requirements in legislation will apply to all EU member states. EU legislation also applies to the
the FV sector new countries which became members of the EU as per May 2004.
When it comes to food, the main focus in the EU is consumer safety. This has lead
to the introduction of legal requirements focusing on hygiene and traceability,
emphasizing the importance of guaranteeing hygiene measures throughout the
chain, “from farm to fork”, in order to assure that the food marketed in the EU is
safe. Two forms of EU food legislation can be distinguished:
Directives Directives have to be implemented by the member states into their
national legislation within a certain period of time
Regulations Regulations come into force as law directly
Originally, EU food legislation was primarily product-related. At present, there is

following new EU policy, it is primarily horizontal legislation, applying to all
categories of food products. For certain products, however, the EU has
established specific legislation. Examples of food legislation applicable to all food
products marketed in the EU:
 The General Food Law (Regulation (EC) 178/2002)
 Hygiene of foodstuffs (Regulations (EC) 852/2004; 853/2004; 854/2004)
The General Food Law has an umbrella function over all existing EU food
legislation. It applies to all stages of the production, processing and distribution of
food, also of feed products, fed to food-producing animals. EU food legislation
does not impose direct conditions on the manufacturing processes of Non-EU
exporters, but importers will because they want to be sure that they (including
their products) meet all relevant legislation.
Furthermore the EU has set maximum levels for certain pesticides and
contaminants that can be present in food. Legislation restricting pesticides and
contaminants in the food product marketed in the EU:
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Consulting Group
 Maximum residue levels (MRLs) in foodstuffs (Regulation (EC) 396/2005)

 Contaminants in food (Regulation (EC) 1881/2006)
 Microbiological contamination of foodstuffs (Regulation (EC) 2073/2005)
Examples of legislation specifically focusing on the fresh fruit and vegetables
sector :
 Quality standards for the marketing of fresh fruit and vegetables
(Regulation (EC) 2200/96)
The main purpose of the General Food Law, and the corresponding regulations, is
to guarantee a high level of protection of human life and health and, where
appropriate, the protection of animal health and welfare, plant health and the
environment.
Quality The quality of a product means the degree to which the product fulfils the
requirements requirements and wishes of all parties involved (final consumer, legislators, and
other market parties). Quality, however is not only product-related, it relates also
to production process and delivery handling. Quality market access requirements
can relate to:
 constant and in-time delivery of  adequate labelling and packaging
products
 product specifications (e.g. sound  satisfaction of consumers’ expectations

product, pest-free, size, weight,
classification, marking presentation
 traceability of products  procedures of complaints
 control of products  user manuals
 management systems  related issues (e.g. environmental,

social, health and safety)
 compliance with industry standards
Product related minimum quality requirements include:

Product Quality Requirements
Minimum  Sound (products rotting or deteriorating excluded)

Requirements  Clean (free of visible foreign matter)
 Free from pests, damage caused by pests
 Free of abnormal external moisture
 Free of any foreign smell and/or taste
Uniformity  Applicable for all produce intact
 Products packed together must be of the same origin,
variety or commercial class and quality
Commercial Extra’ class1
Classification  Produce of superior quality
 Free of any defects with the exception of slight superficial
defects provided these do not affect the general
appearance and its quality
 Maximum 5% by number of weight of the total produce
does not satisfy the requirements of the class, but meets
those of Class I or exceptionally is within the tolerances of
that class
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Consulting Group
Class I
 Good-quality (well shaped and coloured, free of marks)
 Slight defects may be allowed
does not satisfy the requirements of the class, but meets
those of Class II or exceptionally is within the tolerances of
that class
Class II
 Sound marketable quality produce (satisfies minimum
requirements)
 May present defects (healed cracks)
does not satisfy the requirements of the class, nor the
minimum requirements with the exception of products
affected by rotting or other deterioration rendering them
unfit for consumption
Packaging, The EU has decreed general rules with regard to packaging and labelling of food
marking and products, which are set out in Council Directive 2000/13/EC. There are specific
labelling rules on labelling for: genetically modified and novel foods; foods for particular
nutritional purposes; food additives and flavourings; materials intended to come
into contact with food and organic produce. Specific rules for packaging, marking
and labelling for a number of fruit and vegetables are laid down in the EU
Marketing Standards, Regulation EC 2200/96. The following table provides a
general overview of these requirements.
Labelling Requirements
Minimum Each container or display must be clearly marked with the correct
requirement information regarding:
 Variety
 Origin
 Quality class
 Net weight
Original packaging Packages which constitute a sales unit to the final user or
consumer at the point of purchase:
 Minimum requirements apply
 Must include identification information of packer or dispatcher
in wording packaged by
Pre-packs Offered for sale in pre-packs:
 Minimum requirements apply
 Net weight
 Identification of packer and dispatcher in wording packaged by
 Identification of seller in wording packaged for
Mixed consumer  Variety of each fruit or vegetable in the pack
packs  Origin of all produce in the pack
 Quality class
 Identification of packer and dispatcher in wording packaged by
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Consulting Group
Certificate of According to Regulation (EC) 1148/2001 on checks on conformity to the marketing

Conformity standards, fresh fruit and vegetables from outside the EU require a Certificate of
Conformity before they are allowed into the EU. For products intended for
processing, a Certificate of Industrial Use is required.
Certificate of Products intended for processing are not required to comply with marketing
Industrial Use standards. Such products must be suitably labelled and accompanied by a
processing certificate stating the end use. The packaging of products intended for
processing must be clearly marked with the words “intended for processing” or
other equivalent wording.
EU marketing standards for the following products are to be found in Annex B:
 Table Grapes  Walnuts
 Tomatoes  Fruit Juice & Fruit Juice Concentrate
Additional Although EU legislation represents the minimum for market access, many of the
requirements end-users may have their own specifications, which should be met by the
suppliers. These specifications may vary focussing on product safety and constant
quality, labelling, packaging, personnel and business hygiene, as well as
environmental and social sustainability. Furthermore, most importers demand for
certification such as the independently verifiable private standards GLOBALGAP
(formerly known as EUREPGAP). Compliance with the quality standards
demanded by the importer is essential, and failure to do so results in goods being
refused or only accepted at considerably lower prices for further processing.
EU Tariffs and EU policy allows free movement of goods and capital within EU member
GSP+ countries, and sets common tariffs on goods imported from non-EU countries.
The Common Customs Tariff (CCT), is an ad valorem tariff, payable only once, at
the point of entry into the EU. Rates differ for different products, from different
regions (subject to different trade agreements). The customs value of a
consignment is the product price plus transportation costs.
When exporting to the EU, there are two possible tariffs which may be applied to
Moldovan fruits and vegetables.
 The General Tariff
 The Specific Rate of Duty which is linked to a Minimum Entry Price system,
and applied to only 16 crops, including tomatoes.
Moldova benefits from the Generalized System of Preferences Plus (GSP+) system
granted by the EU, which sets a 0% General Tariff, on some products, during some
periods of the year.
EU TARIFFS can be found in all languages of the EU at:
http://europa.eu.int/comm/taxation_customs/dds/en/tarhome.htm
Furthermore the EU has set a minimum entry price for 15 kinds of fresh fruits and
vegetables (EPS - entry price system).The EPS is designed to restrict imports below
the product-specific, politically designated entry price level.
If FFV, effected by EPS, are sold in the EU below the minimum entry price of the
respective product a Specific Rate of Duty will be applied.
20
Consulting Group
7 MARKET EXPORT
OPPORTUNITIES AND
OBSTACLES
In the following possible export opportunities and obstacles for Moldovan

supplier are presented. The opportunities and obstacles have been formulated on
the basis of the information provided in the previous chapters.
Export Germany has a large market for FVV, preserved food, as well as for raw materials
opportunities for the food processing industry. Therefore export opportunities for the following
market segments and products are expected:
 Germany is among the world’s leading importer of table grapes,

but Moldovan market presence in Germany is currently limited
Table grapes
 As Moldova produces large quantities of grapes it is possible to
supply larger retail chains
 Germany is an significant importer of edible nuts – the leading

importer in Europe
 German consumption is growing, food and beverage industry
Edible nuts consumes use large variety of nuts
 Moldova is the largest exporter of edible nuts in Europe. Though
only about 5% of Moldovan edible nuts exports are delivered to
Germany
 The German market for organic food products is expected to

experience further growth
 German importers have faced shortage of adequate supply.
Organic fruits  Moldova’s agricultural structure – less intensive, low fertiliser
and vegetables input and use of machinery, etc. – support the production of
organic fruits and vegetables
 Moldova produces considerable amounts of the organic products
consumed most in Germany (tomatoes, apples, carrots)
 The German food and beverage industry requires large amounts of

fresh and pre-processed fruits and vegetables
Processed fruits  The Moldovan processing industry is rapidly becoming more
and vegetables competitive by introducing new technology to optimise product
for the German quality and production efficiency
food and  Moldova already exports considerable amounts of processed fruits
beverage and vegetables, thus possibility to built on existing export
industry infrastructure and business
 Product quality requirements are less strict when supplying food
and beverage industry
21
Consulting Group
Export obstacles The study of available data and material as well as the information attained
through interviews has led to the assumption of the following export obstacles
 Importers have little knowledge of Moldova’s agricultural capacity

 Leading countries exporting to Germany – as Spain, Italy, France,
Netherland – possess a highly developed trade infrastructure
 Competitors have long established business contacts
Competition  2/3 of all German agricultural imports derive from EU countries
with established being member of the single market
export countries  Moldova offers the same range of products as the established
supplying countries
 European competitors are mostly closer to German market, and/or
on main transport routes, which lowers transport costs
 Moldova lays aside the major transport corridors
 If GLOBALGAP certification is not attained, access to the market is

Meeting virtually impossible
importers  Lack of ability to deliver large quantities of FFV for at least 6 weeks
requirements (supply window)
 In time supply of FFV – usually 1-3 days between order and receipt
European market  Lack of possibility to attain “Certificate of Conformity” or

access “Certificate of Industrial Use”
requirements  Strict European quality and labelling standards
22
Consulting Group
ANNEX A: IMPORT & EXPORT

STATISTICS
German imports and exports of fresh vegetables 2003-2006 in tons (Source: ZMP 2008)
Imports in tons Exports in tons
Product 2003 2004 2005 2006 2003 2004 2005 2006
Tomatoes 674.280 711.231 674.619 717.722 24.018 29.323 35.563 41.703
Onions 291.722 291.878 240.942 265.414 56.064 66.295 48.117 61.385
Garlic 17.672 18.025 15.593 17.617 689 1.328 1.566 1.359
Leek and other allium 47.425 52.559 47.990 47.590 2.870 5.335 7.282 5.805
Cauliflower 82.323 94.856 75.307 75.691 13.075 20.846 22.729 20.189
Brussel Sprouts 34.264 35.750 34.496 26.514 2.608 1.301 3.577 1.016
White and red cabbage 18.481 19.784 15.053 18.508 44.197 37.610 58.123 52.275
Other cabbage 111.056 116.217 108.954 117.328 13.042 18.969 23.649 17.129
Salat and Iceberg Salat 111.150 120.580 112.624 126.565 11.680 12.891 11.130 8.967
Other salat 217.735 211.569 213.573 236.118 45.902 40.343 59.393 59.068
Carrots 208.599 189.731 179.486 237.431 17.163 17.829 38.719 30.410
Cucumbers 434.502 436.004 445.126 473.588 20.899 34.584 36.861 34.127
Asparagus 31.522 29.419 28.259 28.791 1.323 1.599 1.970 2.149
Mushrooms 59.895 50.506 46.756 49.218 9.495 13.137 14.598 13.723
Other mushrooms 14.380 13.133 14.723 15.512 1.904 1.418 1.140 1317
Truffles 19 27 28 37 2 0 0 1
Sweet pepper 282.248 290.793 308.083 301.999 5.223 7.730 13.465 13.367
Chilli peppers 7.287 7.257 5.685 6.494 484 429 170 241
Spinach 6.357 5.430 3.706 4.614 3.341 5.512 4.612 6.367
Zucchini 40.997 46.445 46.713 54.202 2.707 3.251 5.033 4.545
Other vegetables 196.105 190.099 181.445 205.682 36.102 36.955 62.531 61.635
Total 2.888.019 2.931.293 2.799.161 3.026.635 312.788 356.685 450.228 436.778
German imports and exports of fresh fruits 2003-2006 in tons (Source: ZMP 2008)
Imports in tons Exports in tons
Product 2003 2004 2005 2006 2003 2004 2005 2006
Table and wine grapes 362.624 356.436 392.813 351.915 21.535 30.758 44.483 47.164
Water melons 244.148 221.967 214.450 233.120 3.513 5.673 12.412 13.576
Sugar melons 114.759 110.199 108.098 116.166 4.468 9.214 14.583 12.430
Cider apples 101.705 65.673 147.419 115.493 3.265 4.255 3.002 3.777
Table apples 809.255 726.034 698.311 671.207 73.484 92.444 97.359 100.319
Table pears 179.079 178.003 203.031 198.198 13.875 17.702 24.570 21.029
Apricots 37.536 43.730 54.976 56.335 1.385 1.481 2.782 3.023
Peaches and nectarines 266.269 281.323 305.099 296.509 4.418 7.180 12.015 14.213
Strawberries 117.716 117.608 103.500 97.388 6.462 8.618 12.708 17.311
Raspberries 18.107 12.614 10.973 12.433 885 1.800 1.225 1.284
Black currant 10.240 4.759 5.637 2.593 1.961 932 957 34
Other fruits 424.332 427.492 463.560 163.722 15.590 19.644 16.890 20.148
Total without exotic fruit 2.685.770 2.545.838 2.707.867 2.315.079 150.841 199.701 242.986 254.308
Bananas 1.192.968 1.201.615 1.194.476 1.310.410 204.930 250.502 275.079 429.162
Other exotic fruits 1.202.750 1.259.691 1.196.430 1.523.345 98.074 111.412 128.535 132.539
Total 5.081.488 5.007.144 5.098.773 5.148.834 453.845 561.615 646.600 816.009
23
Support to Export Promotion and Investment Attraction in
This Project is financed by the European Union EuropeAid/126810/C/SER/MD This Project is implemented by a Consortium led by GFA
Consulting Group
ANNEX B LIST OF GERMAN FRUIT AND VEGETABLE IMPORTERS
24
Consulting Group
L is t o f G erm an F ru it an d V eg etab les Im p o rters G erm an y 2009 J en s H au s er, IMS G erm an y
C o m p an y A d d res s C ity T elefo n F ax E m ail Web s ite C o n tac t P ers o n C o m m en ts
B ürg ermeis ter-W eg ele-S tra ß e www.fruc hthof-

F ruc hthof E hing er 14-14a , 86167 A ug s burg A ug s burg + 49 821 74005-0 + 49 821 74005-70 info@ fruc hthof-ehing er.de ehing er.de Ms . B rig itte E berha rt
O ne of the mos t importa nt
Mr. H einz -G eorg R einc ke, c ompa nies reg a rding tra de of fres h
A m W interha fen 5 + 49(0)421- 534202 C hief R epres enta tive D irec t fruit a nd veg eta bles in G erma ny a nd
U N IV E G D euts c hla nd 28217 B remen B remen + 49(0)421-3092-612 h.reinc ke@ a tla nta .de www.univeg .de F ruit Ma rketing A us tria
T he D öhlerG roup is one of the
lea ding interna tiona l ma nufa c turers
of fruit juic e c onc entra tes , fruit
R ieds tra ß e prepa ra tions for food the bevera g e
D öhlerG roup D -64295 D a rms ta dt D a rms ta dt + 49 (0)6151/306-0 + 49 (0)6151/306-278 ma ilbox@ doehler.c om www.doehler.c om indus try.
D elivers to res ta ura nts , hos pita ls ,
U lmens tr. 275, 40468 www.hoels c her- la rg e-s c a le c a tering , pens ion homes ,
H öls c her F rüc hte D üs s eldorf D üs s eldorf 0049-(0)2 11-42 43 26 0049-(0)211-41 20 19 fruec hte.de/ Ms . V eronika H öls c her etc ...
va nW ylic k tra des fruit a nd veg eta bles
F ruc htimport R a ther S tra ß e 25 from E urope a nd overs ea s – jus t in
va nW ylic k G mbH 40476 D üs eldorf D üs s eldorf + 49 (0)211 9488-300 + 49 (0)211 9488-399 www.va nwylic k.de time
L ohs tr. 25 b, 85445 E rding ,
OG L F OOD TR ADE B a yern E rding + 49-(0)8122/892040 + 49-(8)122/8920489 www.og l-foodtra de.c om
H a ns -B unte-S tra ß e 13
79108 F reiburg + 49-(0)761-51047-0 + 49-(0)761-51047-60 Mr. Mic ha el H ordz ewitz
Merkur F ruc ht F reiburg G mbH F reiburg www.merkur-fruc ht.de
E rns t R ic kerts en T roc kenfruc ht
Import B iedenka mp 13a , Interna tiona l a c ting importer of dried
H a ndels g es ells c ha ft mbH D -21509 G linde bei H a mburg G linde + 49 40 6549760 + 49 40 6539206 / 207 info@ erik.de www.erik.de Mr. A lbrec ht L a ndt a nd froz en fruits , edible nuts
interna tiona l c ompa ny for the import,
export a nd wholes a le of dried fruits ,
L iebig s tra ß e 101 nuts , s eeds , c erea l produc ts a nd nut
Z IE L E R & C O 22113 H a mburg H a mburg + 49-(0)40-4192868-0 + 49-(0)40-4192868-20 www.z ieler.de s prea ds .
D ole G erma ny O H G L a rg e importer a nd dis tributor of
S ta dtdeic h 7 c omplete ra ng e of fruits a nd
20097 H a mburg H a mburg www.dole.de veg eta bles
F ruc hkontor is the import depa rtment
E D E K A A ktieng es ells c ha ft N ew-Y ork-R ing 6 of E D E K A , one of the ma jor G erma n
G es c hä fts bereic h F ruc htkontor 22297 H a mburg H a mburg + 49-(0)40 6377 - 2585 + 49-(0)40 6377 - 2154 www.edeka .de reta ilers
C oba na F ruc htring G mbH & C o.
KG N eue B urg 2 Mr. J ürg en B orus z ews ki L a rg er importer, ma inly for a pples ,
20457 H a mburg H a mburg + 49-(0)40-30 30 5-0 + 49(0)40-30 30 5-197 info@ c oba na -fruc htring .de www.c oba na -fruc htring .c om (C E O ) toma toes , onions a nd ta ble g ra pes
F res h a nd froz en fruits a nd
N O R D G E MÜ S E H A MB U R G B a rs bütteler S tra ß e 67, 22043 veg eta bles , but mos tly reg iona l
K R O G MA N N K G H a mburg H a mburg 0049-(0)40-65 40 94-0 0049-(0)40-65 49 2480 info@ nordg emues e.de www.nordg emues e.de Mr. W ilhelm K rog ma nn produc ts
F F F F res h F ruit C ompa ny O berha fens tra s s e 1, D -20097
G mbH H a mburg H a mburg 049 - 40 - 32 52 97 28 049 - 40 - 32 52 97 31 c h@ fres hfc .de www.fres hfc .de Mr. C hris tia n H enc ke
S c hlote F rüc hteg roß ha ndel A m T önnies berg 16-18, 30453 0049-(0)511-46 51 86 Mr. K a rs ten Münkel
G mbH H a nnover H a nnover 0049-(0)511-46 30 30 info@ fruc ht-s c hlote.de www.fruc ht-s c hlote.de E dible nuts tra der
B a yernwa ld F rüc hteverwertung S c hwa nenkirc hner S tr. 27, benja min.philipp@ ba yernwa l Importer a nd proc es s or of fruit juic e
G mbH 94491 H eng ers berg H eng ers berg + 49 (0) 9901 / 18 - 0 + 49 (0) 9901 / 18 - 175 d.c om www.ba yernwa ld.c om Mr. B enja min P hilipp c onc entra tes , froz en fruit, fruit puree
H ors t W a lberg T roc kenfruc ht H ens tedter S tra ß e 21 Importer of dried fruits a nd edible
Import G mbH (H O W A ) 24629 K is dorf K is dorf + 49/(0)4193/98190 + 49/(0)4193/981950 info@ howa .de www.howa .de nuts
H a ns -B öc kler-S tr. 17 + 49 (0) 261 80820 www.fruc hthof- F ull ra ng e of fres h fruits a nd
F ruc hthof G leic hma nn G mbH 56070 K oblenz K oblenz + 49 (0) 261 808219 g leic hma nn.de Mr. W erner O hlig veg eta bles
U rfelder S tr. 65 L a rg er importer of full ra ng e of fruits
F ruc htha ns a G mbH 50389 W es s eling K öln + 49 2236 92 91-0 + 49 2236 92 91-499 info@ fruc htha ns a .de www.fruc htha ns a .de Mr. R a lf H a es s y a nd veg eta bles
A m U mfluter 3 Import a nd dis tributer of fruits a nd
F res h F ruit H a ndels g es ells c ha ft 04862 Moc krehna / O T veg eta bles . C lients : s ma ll tra ders ,
mbH A udenha in L eipz ig + 49-(0)34244 572 0 + 49-(0)34244 572 11 Mr. U we S eelba c h c a tering , hotels , res ta ura nts
G roß ma rktha lle 2, S ta nd 38 /
E s c henba um A rno S c hma l 39, T ha lkirc hner S tra ß e 81, 0049-(0)89-74 66 43 01 /
F ruits & V eg eta bles 81371 Münc hen Münc hen 02 www.a rnos c hma l.de Mr. A rno S c hma l
T ha lkirc hener S tr. 81 www.ha hnmuenc hen.d T a ble G ra pes from Ita ly, G reec e
H a hn G mbH & C o. K G 81371 Münc hen Münc hen 0049-(0)89 - 7463 660 0049-(0)89 - 7463 6663 ha hnmuenc hen@ t-online.de e Mic hele S a vig na no T urkey
Ma rio A ndretta & C o.
F ruc htha ndels g es ells c ha ft T ha lkirc hner S tra ß e 81 Importing fruits a nd veg eta bles
m.b.H . 81371 Münc hen Münc hen + 49-(0)89/72615-0 + 49-(0)89/72615-42 a f@ a ndretta .de www.a ndretta .de Ms . A nna ma ria A ndretta ma inly from G reec e a nd T urkey
S c hä ftla rns tra ß e 8
H a us la den G roß ma rktha lle www.ha us la den- F ull ra ng e importer with foc us on
F ruc htha ndels g es ells c ha ft mbH 81371 Münc hen Münc hen + 49-(0)89/7 20 14-0 + 49-(0)89/7 20 14-50 info@ ha us la den-fruc ht.de fruc ht.de ta ble g ra pes , toma toes , c itrus fruits
L eyher S tra ß e 107 F ull ra ng e importer ba s ed in
A ndrea s K upfer & S ohn G mbH 90431 N ürnberg N ürnberg + 49 (0) 911 32477-0 + 49 (0) 911 32477-10 info@ kupfer-s ohn.de www.kupfer-s ohn.de N ürnberg a nd Munic h
D irec t import of fruits , veg ea tbles ,

fruit juic e c onc entra te, mus hrooms
D etolders tra s s e 217, 33397 a nd tinned food from E a s tern E urope
F ijol Import E xport G mbH R ietberg R ietberg 0049-(0)5244 1652 0049-(0)5244 5987 info@ fijol.de www.fijol.de (P olen, H ung a ry, C z ec h R epublic )
T ra de froz en fruit a nd veg eta bles ,
U W E J O B MA N N G MB H a ls o for indus tria l us e, fruit juic e
B us weg 18, 21218 S eeveta l S eeveta l 0049-(0)4105-6136-0 info@ jobma nn-g mbh.de www.jobma nn-g mbh.de Mr. U we J obma nn c onc entra te, mus hrooms
U bina T roc kefrüc hte (dried B ültbek 21, 0049-(0)4107-90 75 50 Mr. A rs c ha k V a rta n Melik
fruits ) 22962 S iek S iek 0049-(0)4107-90 75 52 9 ma il@ ubina .de www.ubina .de A s la nia n D ried F ruits worldwide
G ros s ma rkt, 70327 S tuttg a rt,
P rima F ruc htha ndels G mbH G erma ny S tuttg a rt 0049-(0)711-48 60 370 0049-(0)711-48 60 3718 info@ prima -fruc ht.de www.prima -fruc ht.de Mr. A ndrea s N kotos
25
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Market Survey Fruits Veg - Germany - Final-Eng

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The European Union’s Tacis Programme for Moldova

Support to Export Promotion and

Export Marketing Survey:

This project is funded by A project implemented by

Most important vegetable according to area cultivated was asparagus, followed

INTRODUCTION AND METHODOLOGY

1 CONSUMPTION OF FRUIT AND

Top 10 Sold Fresh Vegetables in Germany 2007

Consumption in kg / household (Source: ZMP 2008)

Top 10 Sold Fresh Fruit in Germany 2007

Consumption in kg / household (Source: ZMP 2008)

Edible Almonds Ground- Hazel- Wal- Cashew Pistachios Chestnut

Cultivated Land 2003-2007 (in ha)

Vegetable and Fruit Production 2003-2007 (in 1,000t)

Outdoor vegetable growing in Germany 2007

0 10.000 20.000 30.000 40.000 50.000

Fruit growing in Germany 2007

0 10.000 20.000 30.000 40.000

Area in hectar (Source: ZMP 2008)

Production of preserved fruit and vegetables in Germany 2001-2005 (in 1,000t)

2001 2003 2005

Fruit juices and concentrates 3,126 3,395 2,646

Canned vegetables 805 767 848

Frozen vegetables 299 357 433

Jams, fruit jellies, purees and pastes 501 310 244

Frozen fruit n.a. 6 8

Canned fruit 152 472 n.a.

Total 4,911 5,343 4,224

Source: Eurostat, 2008

Share of retail sales of food and beverages 2005

Logistic and production volume

1. Pre-assessment The importer screens the potential supplier on the basis

2. Site visit In order to verify the provided information, to check on

3. Trial Order A trial order is placed in order to check the logistical

4 TRADE – IMPORT AND EXPORT

German exports of fresh fruits and vegetables in 2007 - Main products

Vegetables in tons Fruits in tons

White / red cabbage 65,900 Bananas 420,800

Onions 63,100 Apples 120,700

Tomatoes 37,200 Grapes 38,600

Carrots 28,200 Pineapples 30,100

Cauliflower 23,500 Oranges 26,700

Salad 21,400 Clementines 14,500

Cucumbers 19,600 Pears 14,500

Other cabbages 15,400 Strawberries 12,200

Other vegetables 104,900 Other fruits 113,800

Source: ZMP, 2008

For more details on the export of FVV please turn to Annex A.

German imports of preserved fruits & vegetables 2002-2006, in € Mio

Category 2002 2004 2006 Main Product Leading Supplier

Canned 885 891 859 Tomatoes, Italy (22%), Netherland (20%),

Frozen 426 393 379 Mixtures, peas, Belgium (36%), Netherlands

Frozen fruit 352 307 325 Poland (30%), Serbia (13%),

Jams, fruit 89 92 101 France (16%), Belgium (15%),

Total preserved 4,430 4,613 5,118 Netherlands (17%), Turkey

Source: CBI, 2008

Canned fruit 13% Jams, fruit jellies, purees, Dried vegetables 5%

Frozen vegetables 5% Dried fruit 5% Frozen fruit 2%

Source: CBI, 2008

Fruit Producer Price Index 2002 to 2007

Vegetable Producer Price Index 2002 to 2007

In order to give an indication of price levels, wholesale prices for selected

Tomatoes (Netherlands), Carrots (Germany)