Magazine article International Trade Forum

Fresh Pineapple: Keys to the European Market

Magazine article International Trade Forum

Fresh Pineapple: Keys to the European Market

Article excerpt

Globally, the pineapple market is expected to rise by 35% over the period 1995-2005.

The European market is the leading market, with 40% of total imports, followed by the United States and Japan. While the major producers are Thailand, the Philippines, Brazil and India, their products are either consumed domestically or exported as processed products. Main suppliers to the European market are Cote d'Ivoire and Costa Rica, which has gained market share due to the popular hybrid MD-2 pineapple. Ghana also has been a player of note in recent years. The country tripled its supply between 1993 and 1999, capitalizing on maritime transport for roughly half of its exports.

To improve pineapple exports, especially in Africa, producers need to concentrate on packaging, transport and trade promotion in order to capture a portion of this growing market. They also need to diversify their supply in order to exploit market niches such as "fresh preparation", corresponding to consumers' needs. Distribution is led by supermarket chains, except in Italy, but specialized importers are still the "intermediary". …

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