estudio mercado frutas en turkia

8/17/2019 Estudio Mercado Frutas en Turkia

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July 23, 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company

Turkish Fresh Fruit MarketPotential Study

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• Chile is the number one fresh fruit exporter from the Southern Hemisphere, representing45% of total fruits exported from this region. Main competitors are New Zealand, South

Africa and Australia.

• Fruit is the third most important sector within the national economy. Chile’s fresh fruit

industry is made up of 7800 fresh fruit growers working 250.000 hectares of cultivated land.

• Today the Chilean fresh fruit industry exports more than 75 different varieties to more than100 different countries around the world.

• Chile is ranked amongst both the Southern Hemisphere’s and the World’s top fresh fruit

exporters in a number of product categories including table grapes and plums.

Background



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• 53% of all Chilean exports during the2007-2008 season were concentrated in

just three countries, of which the 3 main

ones were the United States (34%) , the

Netherlands (13%) and the United

Kingdom (5.8%)• The export to the Europe is in an

increasing trend in recent years and

reach up to 816,337 metrics tons in

2007-2008. Currently 35% of fruit expert

Background, cont’d

Chilean Fruit exports by destination market (2007/08)

Europe

35%

US

35%

Latin Am erica

16%

Asia

9%

Middle East

5%



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is done to Europe.


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Business Needs Assessment

• In line with strategy regarding growing in Europe, Chile is seeking access to

Turkey. Having large consumer base and high level of fruit consumption

make Turkey an interesting and significant market for Chile.• With this approach ASOEX- a private organization, formed by the Chilean

exporters of fresh fruit- requested a study to have a full understanding of

Turkey market, dynamics, import situation & supply process, consumer



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e av or an percep on owar s mpor e ru s


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The objectives of the study are to:

• estimate market size

• ascertain dynamics of fruit market in Turkey• understand the current infrastructure facilities• see market potential for Chilean fruits in Turkey• define business opportunities and challenges for Chilean fruits in Turkey•

Objectives



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• understand consumer fruit consumption habits and perception towardsimport fruits


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Research Design

Marketsituation:

Turkey

Highlights

• Figures regarding retailer sector areprovided from Nielsen Retail Audit data.

• Economic indicators are from press.

Desk ResearchB2B Interviews

– Retailers / Super markets (local, national chains

Nielsen Retail Data

Desk research



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RetailChannel

Evaluation

B2B interviews

an g supermar e s , sma w o esa e mar e s

and fruit halls– 4/5-Star Hotels, holiday villages

– Restaurants-High social class

– Istanbul, Ankara, Izmir, Antalya, Adana and Bursa– 150 sample size

– 63 interviews with retailers (chains,

independent supermarket and greengrocers)– 80 at CAFH points (4/5* hotels and luxuryrestaurants)

– 7 wholesale market


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Research Design

• Fruit importers, food importers association• Government departments; like agriculture ministry,

Undersecretariat of Foreign Trade• Port authorities• Agriculture Produce Market Committees• Import fruit wholesalers/fruit market hallsA total of 5 interviews

MarketInformation:

Main players

In-depth interviews



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F2F interviewsA total of 450 interviews in Istanbul, Ankara,

Izmir, Antalya, Adana and Bursa

Participants;– 18+– AB and C1 SES– Females and males– Who consume fresh fruit at least once in 2

weeks

Purchasebehaviour:

Consumer

attitudes towardsfresh fruit

Consumer Research


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Introducing Turkey – Main Attractions

• The Anatolian peninsula (also called Asia

Minor), comprising most of modern Turkey, is

one of the oldest continually inhabited regions

in the world due to its location at the

intersection of Asia and Europe.

• Modern Turkey was founded in 1923 from the

Anatolian remnants of the Ottoman Empire



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Introducing Turkey – Main Attractions

Land : 780,580 sq km

Population : 71 mio (world’s 17th most populous nation)

Average age : 29 years (only 7% of the population is over 65)

GNP per capita : 9305$

Unemployment rate : 16,5

Literacy rate : 87,4%



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Inflation rate : 10% (2008)HH Disposable income : Euro 607 (monthly)

Major religion :Islam

• 19 million telephone lines

• 52 million mobile phones

• HH internet penetration: % 32

Source: CIA factbook


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• 50% Female, 50% Male• 70% lives in urban, 30 % in Rural

• Top 10 Cities (out of 81) is making 48% of Turkish population• 36% population are living in 5 main cities.

’07 Population Census: 71 million…

•I•stanbul •% 17,8



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•Ankara •% 6,4•I•zmir •% 5,3

•Bursa •% 3,5

•Adana •% 2,8

•Konya •% 2,8

•Antalya •% 2,6

•Mersin •% 2,2•Gaziantep •% 2,3

•S•anl•i•urfa •% 2,2

•35,8

•12,1

•47,9


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People… High profile life style (AB SEC)



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People… Medium profile life style (C1C2 SEC)



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People… Low profile life style (DE SEC)



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April Top-Line:

Country ResultsUS CA FR DE UK IT ES BR RU IN CN TR

5,4

-16,2

45 ***

***



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*Nielsen Market Index Volume defined as unit change vs. YAGO(For Turkey, Turkey with BIM and June YTD data used.)^ Nielsen Global Consumer Confidence measure is from 4/09 andis benchmarked vs. the Global Confidence avg. of 77**Nielsen Market Index Value defined as dollar change vs. YAGO(For Turkey, Turkey with BIM and June YTD data used.)

*** YTD’09 vs YTD’08

Very Strong Growth: >= +5%

Very Negative:


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GDP (% Change )

CPI (SIS)

FMCG Market Growth

20022002 20032003 20042004 20052005 20062006 20072007

6,2 5,3 9,4 8,4 6,9 4,6

29,7 18,4 9,3 7,7 9,6 8,4

-2,8 8,7 8,8 8,4 7,2 3,9

20082008

1,1

2,4

10,1

20012001

-5,7

68,5

-4,1

GDP per Capita $ 3517 4531 5779 7027 7609 9191

Turkish Economic Outlook

-

20092009

2,4***

5.4**

-13,8*

10913**10436



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FMCG Market Growth(Exl Tobacco)

Note: FMCG Market Growth includes only the categories that Nielsen tracks in retail panel. (Deflated value growth)

*July 2009**GDP per capita target in 2009*** Total Turkey - YTD June’09 vs YTD June’08**** Quarter difference (%) vs year ago

-8,7 2 10,9 10,2 4,3 4,3 3,1

PPI (SIS) 30,8 13,9 13,8 2,7 11,6 5,9 8,188,6

-8,0

USD PARITY CHANGE(%) 96 23 -1 -5 -6 7 -9 -1

Unemployment Rate (%) 10,3 10,5 10,3 10,3 9,9 9,8 10,68,4 14,9

April`09

3,6***

38****


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2008 (realized) 2009 (target) 2010 (target) 2011 (target)

Government Targets

Government revised 2009 targets in the first quarter, Turkey isexpecting negative growth in 2009.

-

Revised TargetsTOTAL TURKEY



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, , , ,

Inflation (CPI) 10,1% 7,5% 6,5% 5,5%

Budget Deficit 17 billion TL 13 billion TL 39 billion TL 40 billion TL

Source: Ministry of Finance

,

49 billion TL


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Reel GDP Comparison between Turkey and Other

Countries (2001= 100)



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14,9%15,8%16,1%15,5%

18,0% 120

Agriculturel Employment Unemployment Rate

The Unemployment in Turkey•Since the real effect of the global crisis had been started in the beginning of 2009,

unemployment rate made the highest peak in February`09.

•In April’09 unemployment rate started to decrease.

•The employment rate in agriculture is decreasing drastically by the years. From thebeginning of the 2000, Turkey is looking for new field of business activities for currentunemployed people and also trying to find a solution for hidden unemployment rate of

agriculture field.



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36 34 30 26 25

6,5%

8,4%10,3% 10,5% 10,3% 10,3% 9,9% 9,9% 11,0%

0,0%

3,0%

6,0%

9,0%

12,0%

,

2 0 0 0

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2 0 0 2

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2 0 0 8

J a n ' 0

9

F e b ' 0

9

M a r c h ' 0

9

A p r i l ' 0 9

0

20

40

60

80

Source: TUIK


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W ewi

t n e s s e d aV t y p

e C r i si si n2 0 0 1

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b ei n g t h er e c ov

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ar k e t

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- 5 , 0

2000 Q-1

2000 Q-

2000 Q-

2000 Q-

2001 Q-1

2001 Q-

2001 Q-

2001 Q-

2002 Q-1

2002 Q-

2002 Q-

2002 Q-

2003 Q-1

2003 Q-

2003 Q-

2003 Q-

2004 Q-1

2004 Q-

2004 Q-

2004 Q-

2005 Q-1

2005 Q-

2005 Q-

2005 Q-

2006 Q-1

2006 Q-

2006 Q-2006 Q-

2007 Q-1

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2007 Q-

T U I K -

GD P

G

r ow t h %

T U I K -I n

d u s t r i al P r o

d u c t i on

Gr ow

t h %

N I E L

S E N -F M

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/ oT

o b a c c oD

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N I E L

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-20,0

-15,0

-10,0

-5,0

0,0

5,0

10,0

15,0

20,0

2008 Crisis 2000-2001 Crisis

Turkey Key Economic Measures – Growth Rates (%)(comparison of current and 2001 crisis)

GDP Change %

2007Q3

2000Q1

2009Q1

2001Q3



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-15,0

-10,0

-5,0

0,0

5,0

10,0

2008 Crisis 2000-2001 Crisis-20,0

-15,0

-10,0

-5,0

0,0

5,0

10,0

2008 Crisis 2000-2001 Crisis

FMCG w/o Tobacco Volume Change % FMCG w/o Tobacco Value Change %

2007Q3

2000Q1

2009Q2

2001Q4

2007Q3

2000Q1

2009Q2

2001Q4


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Total

Industry

Food &

Beverage

Manufacturing

Tobacco

Products

Manufacturing

Textile

Manufacturing

Automotive

Manufacturing

Turkey Key Economic Measures – Industry Growth Rates (%)

Food sector realized negative growth parallel to total Industry in 2001 crisis while we still facepositive growth in 2008 Global crisis. The main effect is seen in Automotive Manufacturing in

2008 crisis. Food sector is not effected from the crisis at the end of 2008 due to lower dependencytowards USD & banking sector. Consumers purchasing power did not fall down at fast as 2001 crisis.



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2001Q22001Q22001Q22001Q2 -11% -3% -13% -8% -49%

2001Q32001Q32001Q32001Q3 -10% -3% 8% -3% -50%

2001Q42001Q42001Q42001Q4 -12% -4% 9% -5% -54%

2008Q42008Q42008Q42008Q4 -13% 6% 7% -17% -37%

Source : TUIK (Turkish Statistical Institute)

USD Parity Change (%)2001 962008 -1

Inflation (%)2001 68,5%2008 10,1 %

2002002002009QQQQ2 -15% -2% -4% -15% -42%

2002002002009QQQQ1-22% -2% 9% -25% -57%


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The number of Traditional retailers decreased significantly in the Crisisperiod in 2001 while Small Supermarkets continue to increase in number.

4000

5000

6000

140000

160000

180000

200000

SPM>2500

Retail Channel Trend - UNIVERSE (1996 – 2008)



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0

1000

2000

3000

1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008

0

20000

40000

60000

80000

100000

120000 SPM 1000-2499

SPM 400-999

SPM


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ModernModernTradeTrade

Turnover Shares (%)- Total FMCG excl Tobacco -

22,922,9 23,323,3

Small formats trade weight increased in total FMCG Trade with share gain ofdiscounter & local supermarkets.

SPM>2500

SPM 1000 – 2500

SPM 400 - 1000

23,323,3



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SmallSmallSupermarketsSupermarkets

TraditionalTraditionalTradeTrade

62,462,4 60,760,7

14,614,6 16,016,0

•Medium Market

•Groceries

•Dry Fruit Vendors•Snacks

•Gas Stations

•Perfumery

•Pharmacy

SPM < 400

Local ChainsDiscounter Markets

Local Supermarkets

64,064,0

12,712,7

YTD’07YTD’07 YTD’08YTD’08 YTD’09YTD’09


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Basic Information on Main National & Local

Market Chains

Name Brands-Sub-brands & no. of stores Geographical coverage

MIGROS(www.migros.com.tr)

Migros- 262Tansaş- 296Şok (discount markets)-804

Macrocenter (gourmet markets)-9Ramstore-19Total: 1390 storesTotal sales area: 1.339.441 m2Total sales (2008): 5.1 billion TL/ 3.2 billion US$

NationwideRamstores: Kazaksthan, Kyrgysthan, Azerbaijan, Macedonia,

CARREFOUR(www.carrefour.com.tr)

Hypermarkets - 14Carrefour Express-151Total: 165 stores

Carrefour: 41 cities



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(www.dia.com.tr) . ,

Dia (discount markets)- 631

Total sales (2008): 683 million TL/ 430 billion US$

METRO GROUP(www.metro-group.com.tr)

Metro/Makro Cash&Carry-13Real Hypermarket: 12Total sales (2008): 1.3 billion Euro(incl. Media Markt sales)

Metro: Adana, Ankara (2), Antalya (2), Bursa, Gaziantep, İstanbul(3), İzmir, Muğla, KonyaReal: Adana, Ankara (2), Antalya, Bursa, Gaziantep, İstanbul (4),Kocaeli (Izmit), Konya

BIM(www.bim.com.tr)

BIM (discount markets): 2250Store size : 200 to 600 m2Total sales (2008): 4.2 billion TL/ 2,65 billion US$

NationwideMorocco (10 stores at Casablanca)

KILER

(www.kiler.com.tr)

Kiler- 162

Total sales (2008) : 700 million TL/ 440 million US$

54 stores in Ankara, 45 stores in Istanbul, 8 stores in Adana, 7

stores in Kayseri and 48 stores in various cities

ADESE(www.adese.com.tr)

Adese- 49Adesem-83Total: 132 storesTotal sales area: 103.000 m2Total sales (2008): 507 million TL/ 318 million US$

8 citiesKonya : 95, Ankara: 14, Mersin 5, Aksaray: 2, İstanbul: 8 ,Kocaeli: 4, Karaman: 3, Sakarya: 1


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Basic Information on Main National & LocalMarket Chains

Name Brands-Sub-brands & no. of stores Geographical coverage

TESCO-KIPA

(www.tesco.kipa.com.tr)

Kipa-34 hypermarkets,Kipa Ekspres-69Total: 103 stores

Total sales ares: ~220.000 m2Total sales (2008): 1,4 billion TL/ 895 million US$

Aegean & Marmara regions

A-101(www.a101.com.tr) A-101 (discount markets)-336

İstanbul: 112, Ankara: 30, İzmir: 21, Tekjirdağ: 25, Antalya: 26Other 17 cities: 122

MAKROMARKETwww.makromarket.net

Makromarket- 104Total sales area: 104.850 m2Uyum: 30Total sales area: 33.310 m2

Makromarket: Ankara:69, Antalya: 2, Karaman:2, Mersin:4,Konya: 10, Kırıkkale:1, Kayseri:13, Malatya:1, Samsun:2



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. . .Total: 134 storesTotal sales area (Makromarket+Uyum): 138.160 m2

yum: stan u

KIM(www.kimgroup.com.tr) KIM (discount markets)-43

İstanbul: 40, Kocaeli: 3

MOPAŞ(www.mopashipermarket.com.tr)

(www.mopasmarket.com.tr)Mopaş- 48Total sales area: 36.000 m2

İstanbul: 29, Bursa: 12, other cities: 7

PEHLIVANOGLU(www.pehlivanoglu.com.tr) Pehlivanoğlu- 82 İzmir: 50, Other cities of Aegean region: 32


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Turkish Fresh Fruit Sector

• About 80 types of fruits are cultivated in Turkey.

• About 13 million tons of fresh fruits (except olive, hard-shell fruit, watermelon,

melon, tea and spice plants) per year are produced in Turkey.

• One-third of this (approximately)13 million production is grape. Apple followsgrape in production ranking.



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F h F it P d ti i T k


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Fresh Fruit Production in Turkey

Production (Tons)

Fruits 2007 2008

Grapes 3 612 781 3 928 144

Banana 189 107 200 146

Fig 210 152 205 800

Kiwi 15 242 19 320

Avocado 931 958

Oranges 1 426 965 1 397 186

Mandarins 744 339 744 341Lemon 651 767 668 893

Grapefruit 162 621 167 611

Bitter orange 2 972 3 167

Apple 2 457 845 2 495 229

Pear 356 281 355 364

Peach 539 435 549 271

• The first three most produced fruits (grape,

apple, orange) have a %60 share in total

production.• Turkey holds a place at the top in fruit

production ranking in the world.

•Quantity of produced fruits in 2007 and in 2008 are as shown in the table.



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Apricot 557 572 715 212

Wild apricot 32 160 33 800Cherry 398 141 342 507

Sour cherry 180 917 185 983

Cornelian cherry 9 722 10 927

Eleagnus 4 324 4 686

Japanese plum 12 415 12 617

Medlar 4 217 4 298

Strawberry 250 316 260 258

Raspberry 2 103 2 050

Mulberry 61 665 65 188

Pomegranate 106 560 125 980

Quince 95 015 95 511

Persimmon 23 713 24 393

Carob 12 097 15 159

Total 12 362 249 12 882 376

Fruits Rank in world production

Apricot 1

Figs 1

Cherry 1

Quince 1

Apple 3

Grapes 5

Source: Turkstat


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Geographical Dispersion of Production

According to Selected Fruits• In Turkey, the fruit production is made on a considerably wide geography

depending on climate and land

• Beginning from 2008, the fruit production is made on a 29 million acres area.

• Based on the fruits analyzed, the top producing cities and their production

figures of year 2008 are as shown in the following table.



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Fruit name/varietyTotal production in 2008

(tons) Main producer cities Prod. Quantity (tons)

Avocados 958 Antalya 761

Mersin (Icel) 168

Orange (Washington) 1.121.723

Antalya 319.493

Hatay 278.596

Mersin (Icel) 219.805

Adana 206.051

Geographical Dispersion of Production

According to Selected Fruits-Top Producer Cities



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Orange (Jaffa) 69.673 .

Antalya 13.891

Orange (others) 235.760 Adana 95.079

Antalya 47.235

Mandarin(Clementine) 61.763

Adana 35.090

Antalya 10.849

Mandarin (King) 5.865 Mersin (Icel) 5.240

Mandarin (Satsuma) 455.255

Hatay 174.328

Izmir 91.330


Mandarin (others) 233.590 Adana 175.321

Source: Turkstat


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Geographical Dispersion of Production According

to Selected Fruits-Top Producer Cities, cont’d



Grapefruit 167.611

Adana 99.926

Mersin (Icel) 31.062Hatay 29.875

Lemons 668.893


Adana 62.373

Antal a 57.144



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Bitter Orange 3.167 Adana 2.179

Table Grape w/seed 1.490.185


Kahramanmaras 146.116

Diyarbakir 116.768

Bursa 67.263

Table Grape seedless 480.501

Manisa 297.773

Denizli 99.539

Izmir 47.466


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Apple (Amasya) 200.009 Nigde 88.704

Kayseri 18.446

Apple (Golden) 705.896

Isparta 187.101

Karaman 76.219

Canakkale 53.817

Antalya 53.088

Nigde 49.523





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Apple (Granny Smith) 47.438

Karaman 11.258

Yalova 6.394

Nigde 5.560

Apple (Starking) 1.332.776

Isparta 328.663

Karaman 276.555

Denizli 170.492

Antalya 124.223

Apple (others) 218.375

Nigde 28.328

Isparta 14.611

Bursa 11.829

Konya 10.539


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to Selected Fruits-Top Producer Cities, cont’d Fruit name/variety

Total production in 2008


Pears 355.364

Bursa 77.826

Antalya 41.775

Ankara 17.999

Cherry 342.507

Izmir 31.940

Bursa 30.577

Amasya 24.146

Manisa 22.968



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Konya 18.703

Sour Cherry 185.983

Afyon 42.221

Ankara 28.613

Kutahya 25.471

Nectarine 49.144

Canakkale 18.460

Bursa 8.983

Yalova 6.326

Peach 502.762

Bursa 128.780


Izmir 55.380


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Plums 248.377

Hatay 24.663

Mersin (Icel) 19.973Bursa 17.732

Manisa 13.729

Antalya 12.615

Yalova 6.559



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Kiwi 19.320 Rize 3.300

Ordu 3.002

Giresun 2.444

Strawberry 260.258


Bursa 33.088

Antalya 26.020

Aydin 18.888

Raspberry 2.050 Bursa 1.943

G hi l Di i f T P d


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Geographical Dispersion of Top ProducerCities by Selected Fruits

T.grapes w/ seed, apples ,pears,cherry, peach, nectarine,plums,strawberry, raspberry

Yalova City:Apple, nectarine, kiwi Kiwi

T.Grapes seedless, apple

Pears

Sour cherry

T.Grapes seedless,cherry, plums

AppleNectarine



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Oranges, mandarins, grapefruits, plums

MandarinsT.grapes seedlessCherryPeach

Avocado, oranges, mandarins, lemonsapples,pears, plums, strawberry Avocado, oranges, mandarins,

grapefruit, lemons, t.grapes w/seed,peach, plums, strawberry

Oranges, mandarins, grapefruits, lemons,

bitter orange

Kahramanmaras

T.grape w/ seed

Apple


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Fruit Availability Table

Fruit/Varieties Jan Feb Mar Apr May Jun July Aug Sept Oct Nov Dec

Avocado-imported

Pineapple-imported

Oranges

Mandarins

Grapefruits

Lemons

Table grapes

A les-Red



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Apple-Granny Smith (domestic)

Apple-Granny Smith (imported)

Pears

Cherry

Peach

Plum

Kiwi-domestic

Kiwi-imported


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Import Figures

• Turkey’s fruit import was at the level of 270.000 tons in 2006 and

340.000 tons in 2007 including banana import.

• Banana import was 185.000 ton in 2006 and 224.000 tons in 2007.

• In 2008, Turkey’s fresh fruit import –except banana- was at the level

of 55.000 tons.

• Citrus constitutes the 38.000 tons of this 55.000 tons im ort



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Import Figures of Selected Fruits


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Import Figures of Selected Fruits

TONS

Custom Tariff Number 2006 2007 2008

0804 (mango + avocado + pineapple) 1559.4 2664 4736

0805 (total citrus) 52300.3 78049.5 38404.8

oranges 40303.4 64861.5 29782.7

mandarins 2434.1 2101.1 889.4

grapefruits 7575.3 6137 4410.4

lemons 1987.5 4949.8 3136.9

other citrus 0 0.5 187.6

0806 table ra e 417.1 388 432.8

• Most imported fresh fruit after

orange is kiwi.

• Kiwi is followed by avocados,

grapefruit, lemon and apples

respectively.

• Import figures of other fruits

•The import data of the chosen products belonging to years 2006-2007-2008 of Turkey areas shown below:



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0808 (apples) 3943.1 5037.1 2865.9

0808 (pear) 311.8 449.3 1089.2

0809 (Cherry) 3.9 18.5 73.8

0809 (Nectarine) 29.9 10.5 14.2

0809 (Peach) 39.5 4 15.3

0809 (Plums) 24.9 25.5 18.1

0809 (Kiwi) 10835.7 9105.9 6536.7

0810 (Strawberry) 0 49.9 0

0813 Dried plum 198.5 343 81.5

TOTAL 58828.4 87039.3 54268.3

are considerably small.

• Almost all of citrus imports are

originated from Turkish

Republic of Northern Cyprus

(TRNC)

• Iran dominates Turkish kiwi

market.Source: Turkstat

I t Fi f S l t d F it b T


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Import Figures of Selected Fruits by Top

Exporter Countries -2006/2007/2008Custom Tariff No. Countries 2006 2007 20080804(mango+avocado+ananas) Total (tons) 1559.4 2664 4736

pineapple Costa Rica 556 1350.6 2852.4

Malaysia 547 681.1 825.2

guava, mango & mangost Brazil 121 100 140.4

avocado

Israel 42.3 41 28

Kenya 0 35.8 55.3Peru 7.7 35.7 16.2

S.Africa 22.9 10.2 30.8

0805 (total citrus) Total (tons) 52300.3 78049.5 38404.8

oranges T.R.N.C 40113 64795.2 29507.1

mandarins T.R.N.C 2303 1966 598

Russian Fed. 111.8 92 190.2



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Source: Turkstat

grapefruits T.R.N.C 7515.4 5962.4 4323.1

lemons Argentina 0 1.1 1512T.R.N.C 1792.6 4400.4 1274.5

0806 (table grape) Total (tons) 417.1 388 432.8

Chile 203.3 218.3 199.5

S.Africa 101.6 155.8 171.6

0808 (apples) Total (tons) 3943.1 5037.1 2865.9

Chile 2616 3646.6 1878.7

Italy 810.2 612.8 411.3

France 265.1 270 81.4

Argentina 0 152.8 254

0808 (pear) Total (tons) 311.8 449.3 1089.2

Chile 256.6 269.2 351.8

S.Africa 20.3 85.8 13.8

Argentina 6 48 61

China 0 3.6 655.4

Import Figures of Selected Fruits by Top


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Import Figures of Selected Fruits by TopExporter Countries -2006/2007/2008, cont’d

Custom Tariff No. Countries 2006 2007 2008

0809 (Cherry) Total (tons) 3.9 18.5 73.8

Jordan 2 0 0

Chile 1.9 0.9 3.2

Belgium 0 17.5 0

Italy 0 0 57

Germany 0 0 13.6

0809 (Nectarine) Total (tons) 29.9 10.5 14.2 Chile 20.5 9.4 13.6

0809 (Peach) Total (tons) 39.5 4 15.3

Russian Fed. 38.9 0 0

Argentina 0 2.9 0.5

Egypt 0 0 14.3

0809 (Plums) Total (tons) 24.9 25.5 18.1



Page 46

Chile 21.6 24.9 3.7

S.Africa 0 0 14.4

0810 (Strawberry) Total (tons) 0 49.9 0

Russian Fed. 0 49.9 0

0810 (Kiwi) Total 10835.7 9105.9 6536.7

Iran 9712.9 7555.3 6005.8

Chile 673.3 974 390.2

Italy 297.2 421.9 57.3

Greece 0 0 83.5

0813 Dried plum Total (tons) 198.5 343 81.5

Kyrgyzstan 156.5 257.1 0

Iran 27 59.9 0

Chile 15 0 0

Uzbekistan 0 7.8 46

France 0 18.2 20

Germany 0 0 12.5Source: Turkstat


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Average Unit Prices of Selected Fruits by


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Country of Origin - 2008Custom Tariff No. Countries Avr. unit price (kg/US$)-2008

0804 (mango+avocado+ananas)

pineapple

Total Average 0.78

Costa Rica 0.84

Malaysia 0.59

Chile 0.71

mango Total Average 1.08

Brazil 1.09

avocado

Total Average 1.60

Israel 2.63

Ken a 1.26



Page 48

.

Peru 1.25

S.Africa 1.47

0805 (citrus)

oranges Total Average 0.32

T.R.N.C 0.32

mandarins

Total Average 0.55

T.R.N.C 0.46

Russian Fed. 0.80

grapefruits Total Average 0.25

T.R.N.C 0.24

lemons

Total Average 0.75

T.R.N.C. 0.71

Argentina 0.75 Source: Turkstat

Average Unit Prices of Selected Fruits by Country


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of Origin - 2008,cont’d

Custom Tariff No. Countries Avr. unit price (kg/US$)-2008

0806 (table grape)

Total Average 1.63

Chile 1.45

S.Africa 1.93

0808 (apples)

Total Average 1.02

Chile 0.96

Granny Smith Italy 1.33



Page 49

France 0.87

Argentina 1.03

Red Apple

Total Average 0.94

Chile 0.92

Italy 0.90

0808 (pear)

Total Average 0.61

Chile 0.81

S.Africa 1.20 Argentina 0.69

China 0.48

Source: Turkstat



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Average Unit Prices of Selected Fruits byCountry of Origin - 2008, cont’d


0809 (Cherry)

Total Average 6.61

Chile 6.41

Italy 6.59

Germany 6.76

0809 (Nectarine)

Total Average 1.93



Page 50

e .

Argentina 1.34

0809 (Peach)

Total Average 0.47

Argentina 1.32

S. Africa 1.30

Egypt 0.42

0809 (Plums)

Total Average 1.28

Chile 1.39

S. Africa 1.25

0810 (Strawberry) No importartion in 2008

Source: Turkstat



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Average Unit Prices of Selected Fruits by Countryof Origin - 2008, cont’d


0810 (Kiwi)

Total Average 0.30

Iran 0.24

Chile 0.88

Italy 1.20



Page 51

.

0813 Dried plum

Total Average 3.43

Uzbekistan 2.94

France 3.99

Germany 4.33

Argentina 3.52

Source: Turkstat

Free Trade Agreements & Regulations For


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Selected Fresh Fruits• Turkey has no regulations for fruit import except free trade agreements.

• Turkey has signed free trade agreements with 12 different countries

including EU. Quotas about various fruits within the research have beenallocated for 9 countries of these 12 countries.


Turkish Fresh Fruit MarketPotential Study Page 52

. . . .

imported from TRNC with “0” duty for many years. Exports to Turkey fromTRNC are evaluated in the context of “de minimis” rule (so minor as to be

disregarded). Since the total exports of TRNC to Turkey are about 20 million

dollars, this number doesn’t create any threat for the Customs Union

Agreement



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Free Trade Agreements & Regulations ForSelected Fresh Fruits

Country& Agreement date Products (fresh fruits) Quota (tons) Applied Duty (%)

Republic of Croatia- 2003Apples(excl. 08.08.10.90.00.11 & 12) 250 50 % of MFN*

Republic of Macedonia- 2004Apples, Pears & Quinces(excl. 0808.10.10,0808.10.90.00.11 & 12)

350 0

Kingdom of Morocco- 2005 Avocado 50 22

Republic of Israel- 2006Avocado 100 0

Mango 100 0

European Union- 2006

Apples- only for wine(0808.10.10.00.00

1.750 0

Pears &Quinces 500 30



Peaches (incl. nectarines) 1.000 0

Syrian Arab Republic- 2006

Grapes 400 0

Cherry & Sour Cherry 100 0

Peaches & Nectarines 150 0

Arab Republic of Egypt- 2007Mango&Guava&Mangost 1.000 0

Strawberries 200 0

Republic of Georgia- 2008

Citrus (excl. 0805.50) 4.000 0

Apples 2.000 0Pears & Quinces 250 0

Apricot & Cherries & Peaches& Plums

600 50 % of MFN*

(*)Most Favoured Nation

Source: Undersecretariat of Prime Ministry For Foreign Trade

Custom Duty Rates Applied to Selected Fruits


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Custom Duty Rates Applied to Selected Fruits

Custom Tariff No. ITEM/ FRUIT NAME

APPLIED CUSTOM DUTY RATE (%)

EU &EFTA Georgia Bosnia& H. Other Countries

0804.30.00.00.00 Ananas (pineapples) 58.5 0 0 58.5

0804.40.00.00.00 Avocado 45 0 0 45

0804.50.00.00.11 Mango 45 0 0 45

0805.10.20.00.00 Oranges 54 54 0 54

0805.20.10.00.00 Mandarins 54 54 0 54

0805.40.00.00.00 Grapefruits 54 54 0 54

0805.50.10.00.00 Lemons 54 54 0 54

0806.10.10.00.00 Table grapes 54.9 54.9 0 54.9

0808.10.80.00.00 Apples 60.3 60.3 0 60.3



0808.20.10.00.00 Pears 60.3 60.3 0 60.3

0808.20.90.00.00 Quinces 60.3 60.3 0 60.30809.10.00.00.00 Apricots 55 55 0 55

0809.20.05.00.00 Sour cherries (Prunus cerasus) 55 55 0 55

0809.30.10.00.00 Nectarines &Peaches 55 55 0 55

0809.30.90.00.00 Plums 55 55 0 55

0810.10.00.00.00 Strawberries 50 0 0 50

0810.20.10.00.00 Blackberries 50 0 0 50

0810.50.00.00.00 Kiwi 55.8 55.8 0 55,8 (1)

0813.20.00.00.00 Dried plums 43.2 43.2 0 43.2

(1) Applied as 93% for non-WTO member countries

Source: Undersecretariat of Prime Ministry For Foreign Trade, Turkish Import Regime-2009


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Turkish Ports-General Information


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• In Turkey, over 80% of exports and over 90% of imports are made by the seaway .

• Turkey’s most important ports are Istanbul, Izmir, Antalya and Mersin ports.

• These 4 ports are used in exports and imports intensively.

• Izmir Port is an export weighted port. Imports of industrial raw material is more heavily on

imports.

• Increased vessel traffic in Izmir Port causes intensity and waiting. In addition, Izmir Port hasno railway link.



Turkish Ports-General Information


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Turkish Ports General Information

• The basic problem of Antalya Port is not having a railway link.

• Antalya Port is not an advanced port in terms of container transport.

• Istanbul ports are not preferred in terms of density by fruit importers.

• Mersin Port is the most used port in vegetable-fruit foreign trade.



• Since the motorway linking Mersin to Ankara and Istanbul attained highway standards,Mersin Port is preferred more by short duration of transport.

Mersin Port : Main Gate to Fresh Fruit Import & Export


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p p

Basic figures about Mersin Port which is privatized in 2007 as follows:

Total port area 110 Hectares

Total Berths 21

Container Handling Capacity 2.500.000 TEU/year

General Cargo Handling Capacity 500.000 tons /year

Dry&Liquid Bulk Handling Capacity 4.000.000 tons/year



Ro-ro capacity 50.000 unit-vehicles/year

Source: MIP Co.

Mersin Port : Main Gate to Fresh Fruit Import & Export,’d


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cont’d

In-depth interview notes about Mersin Port

• A reduction in the costs of monitoring and reefer containers services was

made for the purpose of supporting especially fresh fruits and vegetable

exporters by the end of 2009. The aim is alleviating the negative effects ofeconomic crisis on vegetables-fruit exporters.

• Mersin Port does not have a cold storage although it is one of the Turkey’s

bi est orts.

July 23, 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen CompanyTurkish Fresh Fruit MarketPotential Study Page 59

• The number of reefer containers in the port has reached 250 today which

was 50 before privatization (before 2007).

• 60% of imported fruits comes with conventional-classical containers and

40% of them comes with reefer containers.

• Private statistics about imported fruits are not kept in the port. This type of

data is available in the customs administration.

Mersin Port : Main Gate to Fresh Fruit Import &


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p

Export, cont’d • According to statistics published by Mersin Chamber of Shipping, in 2008 on the basisof months, the amount of fresh fruits depleted to Mersin Port and ports that fruits

comes from are as follows:

Months Fruit Port Discharged Dischargedquantity (ton)

Oranges Alexandria 512,0


March

Oranges Alexandria 101,8

Tangerines Thessaloniki 84,7

Citrus Le Havre 21,7

Pears San Antonia 52,9


anuaryTangerines Felixtowe 23,8

January-total 535,8

February

OrangesAlexandria 24,9

Magosa 48,2

CitrusMarseille 12,6

Valencia 14,4

Pineapples

Tanjung 39,6

Port Klang 24,2

February-total 163,9

Source: Mersin Chamber of Shipping Statistics

neapp es an ung ,

Grapes Cape Town 37,3

ApplesSan Antonia 22,3

Bahia Blanca 22,3

March-total 163,9

April

Oranges Magosa 1680,5

Pears

Qingdao 344,8

Buenos Aires 167,5

Bahia Blanca 79,4

Xingang 75,6

San Antonia 28,4

Mersin Port : Main Gate to Fresh Fruit Import &


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Export, cont’d


July LemonsBuenos Aires 517,3

Haifa 55,5

July-total 572,8

August

Lemons Haifa 92,5

Citrus Valencia 35,3

Pineapples Bangkok 42,3

August-total 170,1


April, cont’d

Apples

San Antonia 223,4

Vado Ligure 80,3

Buenos Aires 22,9

Valencia 22,0

Qingdao 24,3

Bahia Blanca 19,7

Pineapples

Xingang 22,5

Kaohsiung 22,0


September PineapplesTanjung 23,5

Singapore 21,0September-total 44,5

OctoberPineapples

Tanjung 19,4

Haifa 14,2

Apples Genoa 74,6

October-total 108,2

November No data available

December No data available

Total (9 months) 5.987,4

Tanjung 19,4

Strawberries Haifa 62,4April-total 2.895,1

May No data available

June

Oranges Magosa 374,5

Grapefruits Buenos Aires 27,4

Lemons

Vado Ligure 311,3

Buenos Aires 164,3

Livorno 28,8

Apples San Antonia 426,8

June-total 1.333,1


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Wholesale Markets- General Information


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• Statistical data on wholesale markets in Turkey is very limited.

• Wholesale markets are trading units where vegetable-fruit trade is carried

out in the traditional form and which is not yet truly modernized.

• In most wholesale markets, even the vegetable-fruit input / outputs that areunder registration do not reflect the real numbers.

• The Turkish government make arrangements to put a new wholesale



markets and vegetable-fruit trade draft law on the agenda as a priority in the

2009-2010 legislative year.

• There are at about 180 fruit-vegetable wholesale markets in Turkey. Most of

them are regional and vegetable weighted.

• The control of the fruit-vegetable wholesale markets are hold by

municipalities.



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• Most important fruit-vegetable wholesale markets are in Istanbul (one in

European side and one in Asian side), Mersin, Antalya, Ankara, Adana, İzmir

and Bursa.

• According to the sector specialists, about 13 million tons of fresh fruits &

vegetables are traded in wholesale markets.

• Most of the fruit-vegetable wholesale markets in Turkey don’t have cold



warehouses.



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• Turkey vegetable-fruit production and marketing roles of wholesale marketssummarized in the following table.

Annual fresh fruits &vegetables production in Turkey ~ 43 million tons

The amount of fresh vegetables-fruits treated in wholesale markets (estimated) ~ 13 million tons

Total wholesale number 179

The amount of fresh vegetables-fruits treated in Istanbul wholesale markets(2006) - European side

- Asian side

~ 2,4 million tons~ 1,8 million tons ~ 0,6 million tons



The amount of fresh vegetables-fruits treated in Mersin wholesale market(2008) - fruits

- vegetables

~ 310.000 tons~ 97.400 tons

~ 212.600 tons

The amount of fresh vegetables-fruits treated in Bursa wholesale market (2008) ~ 370.000 tons

The amount of fresh vegetables-fruits treated in Antalya center wholesalemarket(2008) - fruits

- vegetables

~ 828.700 tons~ 147.500 tons~ 681.200 tons

The amount of fresh fruits treated in Ankara wholesale market (2008) ~ 500.000 tons

The amount of fresh vegetables-fruits treated in Izmir wholesale market(2005) ~ 500.000 tons

The amount of fresh vegetables-fruits treated in Adana wholesale market(2008) ~ 500.000 tons

Wholesale Markets- Istanbul Bayrampasa


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• 570 wholesaler offices are active

in wholesale market which is

660.000m2 and takes place in

Bayrampasa-Istanbul

• About 500 trucks check in

wholesale market per day.

• Vegetables and fruits are sent to



Bulgaria, Greece and Macedonia

from wholesale market.• Bayrampasa wholesale market is

the largest wholesale market in

terms of annual transaction

volume, but related statistical

records are very unreliable.

Wholesale Markets- Istanbul Bayrampasa


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• Countries that some imported fruits processed in Istanbul Bayrampasawholesale market are coming from are expressed as follows.

Imported fruits (2008) Country of origin*

Apples (Granny Smith) France, Italy, Chile

Cherries Chile

Kiwi Chile

Lemons T.R.N.C.



Mandarins T.R.N.C.

Grapes-seedless Chile

• According to the statements of wholesale market authority, imported fruits

comes to Istanbul- Ambarli and Darica (Izmit) ports.

• According to the information provided by wholesale market official, 60% ofimported fruits processed in wholesale market are consumed in Istanbul,

30% of them in Ankara, 10% of them in other markets.

(*) not verified just claims of wholesale market authority.

Wholesale Markets- Ankara Yenimahalle


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• 198 wholesaler offices are active in

Ankara Yenimahalle.

• The overall look of this wholesale market

is extremely bad and is quite far from

the modern understanding of wholesale

market.

• Onl com anies that are tradin banana



have cold warehouses in wholesale

market.

• In 2008, most processed fruits are

watermelon (107.000 tons), orange

(37.800 tons), mandarin (30.400 tons),

grape (23.000 tons) and melon (22.300

tons) in Ankara wholesale market.



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• In 2008, transaction amounts (except bananas) and average prices of most

processed 5 fruits are as follows.

Most traded imported fruits (2008) Quantity (tons) Avrg. Price (kg./TL)Ananas (pineapple) 400 3.97

Apples 200 4.50

Avocado 131 1.70



Pears 100 3.84

Mango 31 3.98Average US$ rate for 2008: 1US$= 1.30 TL

• According to the statements of authority of the wholesale market, all

imported products that check in Ankara wholesale market are consumed in

Ankara.• Authority of the wholesale market estimates consumption of imported fruits

by cities as follows: Istanbul 50%, Ankara 20%, Izmir 20%, others 10%.



70/185

• Countries, that some imported fruits processed in Ankara wholesale

market are coming from, are expressed as follows:


Avocado Israel, Spain, Africa

Red apple Chile, Argentina

Apple-Granny smith Chile, Argentina, France, Italy

Grapefruit South Africa

Cherries Chile



Kiwi Iran, Italy, Chile, Greece

Lemon (Lime) MexicoMandarins T.R.N.C.

Peaches & Nectarines Chile, Argentina

Oranges Spain


Mango Central & Southern America,

Ananas (pineapples) Chile

Avocados Israel, Central & Southern America, Southern Asia


Wholesale Markets- Adana


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• Adana wholesale market is the largest

wholesale market of Southeastern and

Eastern Anatolia region.

• 225 broker office is located at the

wholesale market.• In addition, there are 72 unit office-

warehouse for transport companies that

are shipping products to other cities.



• View of Adana wholesale market is far

from the modern wholesale market andreliable statistics are not available.

• There are not cold warehouses for

general use. Companies in need (20-25

companies) have raised their own cold

warehouses even they are small.

Wholesale Markets- Adana


72/185

• Authority of the wholesale market estimates sales of imported fruits in Adanawholesale market by customer groups as follows:

Main client groups Share in sales (%)

Hotels/restaurants 50

Chain markets/markets 20

Greengrocers 10

Local open bazaars 10


Turkish Fresh Fruit Market

Potential Study Page 72

TOTAL 100

• Authority of the wholesale market estimates consumption of imported fruits by cities as

follows: Istanbul 35%, Ankara 20%, others 20%.

• It’s expressed that, approximately half of the imported products that are shipped out of

Adana from wholesale market (how much shipped is unknown) went to theSoutheastern Anatolia Region and the other half went to the Eastern Mediterranean

Sea and Eastern Anatolian provinces.

Wholesale Markets- Mersin


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• There are total 18 wholesale markets in

Mersin. They are usually (except center

wholesale market) small and local.

• Mersin center wholesale market is not a

modern enterprise, too.

• There are total 1205 offices (414 brokers,

211 multi-purpose and 580 transporter

July 23, 2010Confidential & Proprietary

Copyright © 2009 The Nielsen Company



market.

• There are 11 small-scale exporter

companies in wholesale market.

• About 250 tons of fruits and vegetables

are exported in wholesale market per day.

• There is no cold warehouse for generaluse in the wholesale market.



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• In 2008, transaction amounts (except bananas) and average prices of most

processed 5 fruits are as follows.

Most traded fruits (2008) Quantity (tons) Avrg. Price (kg./TL)Watermelon 22.733 0.22

Mandarins 14.301 0.36

Apples 12.329 0.76





Oranges 11.590 0.48

Melon 9.108 0.37

Other fruits 27.331 -

TOTAL 97.392 -

Average US$ rate for 2008: 1US$= 1.30 TL

Source: Mersin fruit-vegetable wholesale market

• Authority of the wholesale market expressed that statistics about split ofimport and domestic fruits are not kept. Therefore, sales data of imported

fruits in details can not be obtained.



75/185

• Countries that some imported fruits processed in Mersin wholesale market

are coming from are as follows:


Avocado Iran

Red apple Argentina

Apple-Granny simth Argentina

Kiwi Iran





Lemon (Lime) Mexico

Oranges T.R.N.C

Grapes-seedless n.a.

• The wholesale market officials has indicated that only 10-15% of imported

fruits checked in Mersin comes to wholesale market, and the other part is

shipped to the customers directly or is taken to the warehouses of importers.




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• Estimated dispersion of imported fruit sales by costumer groups are as

follows:


Chain markets/markets 50

Hotels/restaurants 30

Greengrocers 20





• Authority of the wholesale market estimates consumption of imported fruits

by cities as follows: Istanbul 25%, Ankara 15%, İzmir 15%, Mersin 15% and

others 30%.

• Quantity of imported products shipped from the wholesale market to out of

Mersin can not be estimated.

Wholesale Markets- Bursa


77/185

• It’s the most modern vegetable-fruit wholesale

market in Turkey and is opened in June 2008.

• Total area: 150.280 m2 (108.670 m2 open,

41.610 m2 closed area)

• Number of stores: 156 (Up to present 84





.

• Cold warehouse has not been built yet. Project

is ready but funds are waited. Warehouse

capacity will be 8.000-10.000 m2.



78/185

• In 2008, transaction amounts (except bananas) of most processed 5 fruits

are as follows.

Most traded fruits (2008) Quantity (tons)

Watermelon 60.000

Apples 55.000

Oranges 50.000





err es .

Melon 35.000

Other fruits 130.000

TOTAL 370.000

Source: Bursa fruit-vegetable wholesale market

• 95% of processed fruits in wholesale market is consumed in Bursa, 5% of

them is sold to neighboring cities.

• Sales data of imported fruits in details can not be obtained.



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• Countries that some imported fruits processed in Bursa wholesale market

are coming from are as follows:


Pears Spain

Avocado Spain





Apple-Granny Smith Chile, Mexico

Kiwi Ecuador

Lemon (Lime) Chile

Mandarins T.R.N.C.

Peaches Ecuador, Colombia


Mango Ecuador, Chile, Mexico

Ananas (pineapples) Brasil, Mexico




80/185

• Estimated dispersion of imported fruit sales by costumer groups are asfollows:


Chain markets/markets 70Hotels/restaurants 20

Local open bazaars 4

Greengrocers 3





Street vendors 3

TOTAL 100

• Authority of the wholesale market estimates consumption of imported fruits

by cities in Turkey as follows: Istanbul 70%, Ankara 10%, Izmir 10%, and

others 10%.

Wholesale Markets- Antalya


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• Total area: 240.000 m2

• There are 144 broker offices in Antalya

wholesale market which is one of the

largest wholesale market in Turkey.

• There are approximately 80 exportercompanies in the wholesale market.

• In the first 7 months of 2009, the amount





market decreased 11% basis to the first 7

months of 2008.

• The amount of processed fruits in Antalya

wholesale market reaches highest levels

in May, June, July.



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• In 2008, transaction amounts (except bananas) of most processed 5 fruits

are as follows.

Most traded fruits (2008) Quantity (tons)

Oranges 16.165

Apples 6.682




Mandarins 6.077

Lemons 5.643Grapes 5.380

Others ~107.550

TOTAL ~147,500

Source: Antalya fruit-vegetable wholesale market

Others includes melons, watermelons & bananas



83/185

• In 2008, transaction amounts (except bananas) of most processed 5

imported fruits are as follows.

Most traded imported fruits (2008) Quantity(tons/units)

Apples 141,9



Potential StudyPage 83

,

Grapes 28,3

Kiwi 1.487.173 units

Mango 24.141 units

Source: Antalya fruit-vegetable wholesale market


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Wholesale Markets- Overall Assessment


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• We can summarize other datas that are obtained from interviews of 7 largest

wholesale market directors.

• Imported fruits are not known by Turkish people. They do not know even how to eat

some of them (especially exotic ones). In addition, imported fruit’s prices are

expensive. Section which consume imported fruits in Turkey is not extensive.

Generally imported fruits sold in Turkey are not cultivated there.

• An increase in sales of imported fruits should not be expected in future periods.




Because even exotic-tropical fruit can be grown in Turkey today.

• Many imported fruits come as packaged. Exceptional, kiwi (Ankara) and orange-Valencia (Mersin) can come as bulk.

• Some brokers in wholesale markets have small cold warehouses. Large traders

have cold warehouses outside of the wholesale markets. Small traders rent a cold

warehouse around wholesale market.

Wholesale Prices of Imported Fruits by DifferentCities-Istanbul


86/185

Fruits Istanbul

Min.& Max. prices (TL)

June 1st June 15 July 1st July 15

Apple-G.Smith (18 kg. pack) 75.00-100,00 75.00-100,00 75,00-120,00 75,00-140,00Apple-Red (18 kg. pack) 70,00-90,00 70,00-90,00 70,00-120,00 70,00-120,00

Kiwi (pack) 16,00-26,00 16,00-26,00 18.00-25,00 20,00-25,00

Mango (unit) 5,00-6,50 5,00-6,50 5,00-6,500 5,00-6,50




nanas neapp e - un , - , , - , , - , , - ,

Pears (kg.) 5,00-9,00 5,00-9,00 5,00-9,00 5,00-9,00

Papaya (unit) 4,00-6,50 4,00-6,50 4,00-6,50 4,00-6,50Black Grape (kg.) 8,00-16,00 8,00-15,00 8,00-14,00 8,00-14,00

Lime (kg) 12,00-15,00 12,00-15,00 12,00-15,00 12,00-16,00

For June &July 2009, average US$ rate: 1 US$ = 1.50 TL

Source: Istsnbul wholesale market

Wholesale Prices of Imported Fruits by DifferentCities-Ankara & Izmir


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Fruits Ankara


June 1st June 15 June 29 August 14

Apple-not specified (pack) n.a. n.a. n.a. 60,00-75,00

Kiwi (pack) 15,00-17,00 15,00-17,00 15,00-20,00 15,00-20,00

Avocado (unit) 2,00-2,50 2,00-2,50 2,00-2,50 2,00-2,50

Ananas (Pineapple)- unit 4,00-5,00 4,00-5,00 3,50-4,50 3,00-4,50

Pears (kg.) 3,50-5,00 n.a. n.a. n.a.




For June, July & August 2009, average US$ rate: 1 US$ = 1.50 TL

Sources: Ankara & Izmir wholesale market

Fruits İzmir


June 1st June 15 July 1st July 15

Ananas (Pineapple)- unit 3,00-4,50 2,00-3,50 3,00-4,50 3,00-4,50

Avocado (unit) 1,50-2,50 1,50-2,50 3,00-5,00 2,00-3,50

Apple-G.Smith (kg.) 3,50-5,00 3,50-5,00 3,50-5,00 3,50-5,00

Apple-Starking (kg.) 4,00-5,00 3,50-5,00 3,50-5,00 3,50-5,00

Kiwi (kg.) 3,00-5,00 3,00-5,00 3,00-5,00 3,00-5,00


88/185




Cold Warehouses

Th i t li bl d t t ti ti b t ld h i T k


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• There is not reliable and current statistics about cold warehouses in Turkey.• There is a rapid development in cold warehouses especially by the last 4-5

years.

• Especially exporter companies invest to the cold warehouses to keep up

competitive conditions.• A large number of companies benefits from state support to add capacity to

existing cold warehouses or to existing investments.

July 23, 2010 Confidential & Proprietary




•

Aegean Region where agricultural production is made most. Beside, cold

warehouses are more advanced in Bursa when compared to other cities.

• There are cold warehouses which are built especially for apples in Karaman,

Isparta and Konya. 87 units cold warehouses in Isparta, which capacity is

336.000 tons, are used to store apples in months between June and October

Cold Warehouses

According to the datas of Ministr of


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• According to the datas of Ministry of

Agriculture, in 2002 there are 120 cold

warehouses, which total capacity is 33.500

tons, in Mediterranean Region. However,

according to the other source, there are 87cold warehouses only in Isparta (2008) and

annual capacity of these cold warehouses is

336.000 tons source: A riculture Directorate





of Isparta).

• There are 79 cold warehouses in Bursa. 55%of these warehouses is used for fruits and

vegetables. Capacity of warehouses changes

between 500-8.000-13.500 tons (source:

Bursa Governorship).


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Cold Warehouses


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• Rental prices of cold warehouses can depend on deals between tenants and suppliers.

• Warehouse business managers able to provide special prices and payment terms

depending on the good relations between fruit manufacturers-importers-exporters

• In addition, the amount and duration of stored products can directly affect the price.• Prices that we compiled from various sources from the market are as follow:

– -




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. ,

Isparta city

– 1 pack for 20 days 0.50-1.00 US$ incl. V.A.T. (fruit types are not specified) price for Mersincity

– 1 kg. 2 TL incl. V.A.T. during the season (fruit types are not specified) price for Istanbul

– 1 kg. 1,8 TL incl. V.A.T. For 30 days (fruit types are not specified) price for Istanbul


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Importer Companies


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• Since the most imported fruit is banana in Turkey, the majority of importer companies

are banana importers.

• The number of large-scale importer companies is low among few number of other

companies.

• In Turkey, besides banana; apple, pear, kiwi, pineapple, avocado and grape come in

mind in fruit import.

• Interviews are made with 3 fruit importer companies. Obtained results can be




Potential Study

Page 94

summarized as follows:

Most preferred / imported fruits (excluding banana)

Apple-Granny Smith

Kiwi

Grapes

AvocadoPineapple

Importer Companies

Reasons of importing fruits in less amounts and kinds (excluding banana)

Turkey's production scale is very large


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Turkey's production scale is very large

Imports also increased domestic production. Now many types of fruits that

once only imported are being produced in Turkey now.

There are a lack of promotion and advertising of imported fruits

Tax rates are very high (average 58,5%)Prices are expensive and income levels / purchasing power of Turkish society

is limited.




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Page 95

.

Market barriers: High tax rates

Future of the market:

Banana imports will continue, but other imports will decrease (domestic

production will increase)

Number of players in the market increases, correspondingly unfair

competition increases.

Advertising and promotional activities will be prioritized a little more.

Importer Companies

The most commonly used ports:


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y pMersin (main gate)

Istanbul Ambarlı ports Close to consumption regions (logistical

advantages)

İ zmit Close to consumption regions (logistical advantages)

Is there any problem with transportation durations of the products to Turkey ?

Usually 1-2 days delays can occurred. This is usually accepted

Delays can usually occur at ships coming from South America




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Shrinkage rates at transportation : between 3%-5%, max. 8%

In which country’s products most shrinkage occurs : Iran, African countries,

Greece, Italy

Warehouses:

It’s much better compared to the past experiences.

Geographical prevalence of warehouses is good.

Large importers have their own warehouses. Small ones, purchase theseservices according to their requirements.


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Retailer Interviews


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• 63 retailer interviews were made in Istanbul, Ankara, Izmir, Bursa, Adana and Antalya

in order to determine the attitudes and behaviors of retailing points.

• Distribution of interviews by retailer type are as follows:

Retailer type No. of interview




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Chain markets (National&local chains) 28

Independent supermarkets 17

Greengrocers 18

TOTAL 63

Imported Fresh Fruit Availability

80% f th i t i d t il ll t l t i t f f h i t d f it


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• 80% of the interviewed retailers sells at least one variety of fresh imported fruits.

• This rate is over 90% in chain stores and greengrocers, where it decreases to below

50% in independent supermarkets.

Do they sell fresh fruit? (%)




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Page 99

94

47

93

81

6

53

7

19

0 20 40 60 80 100 120

Greengrocers

(n=18*)

Ind. SPMs (n=17*)

Chain markets(n=28*)

Total (n=63)

Yes No

Reasons for not selling imp. Fruits (n=12) %

Low demand 50

Expensive 50

(*) very small base

Distribution of Sales & most selling types

• 84% of whole sold fruits is domestic, 16% of them is

imported fruit.• Weight of domestic fruits in sales is 83% in chain markets

• In overall regardless of domestic or

import the most selling fruits arewatermelon apples and oranges


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Weight of domestic fruits in sales is 83% in chain markets

and greengrocers, 90% in independent supermarkets.

Distribution of sales (%)

17101716

Fruit type

Sale shares

Amount(%)

Monetaryvalue (%)

Most selling typesDistribution of sales (%)

watermelon, apples and oranges.




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83908384

Greengrocers

(n=16*)

Ind. SPMs (n=6*)Chain markets

(n=23*)

Total (n=45)

Imported

Domestic

(*) very small base (n=6)

Watermelon 18.6 17.5

Apples 18.0 16.4Oranges 16.4 16.3

Cherry 10.2 11.3

Mandarins 7.9 7.1

Peaches 7.7 8.6

Grapes 6.0 6.0

Others 15.2 16.8

Penetration Rates of Imported Fruits

• The most widely sold

Penetration rates of imported fruits (%)

94Apple-Granny smith


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The most widely sold

imported fruit is

Granny Smith Apple.

• Granny Smith Appleis sold in 94% of the

retailers of imported22

28

37

45

49

63

77

94

Nectarine

Coconut

Pear

Black grape

Red apple

Avocado

Kiwi

Apple Granny smith




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Page 101

ru ts. enetrat on

rates of Kiwi is close

to 80%.

6

6

10

10

12

16

18

20

22

Papaya

Mandarin

Orange

Strawberry

Plum

Mango

Peach

Cherry

Grapes

n=51

Penetration & Sales Intensity of ImportedFruits


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• Retailers were asked which imported fruits they sell in which months. The answers of

this question has provided us “penetration intensity” knowledge. In other words, it is

determined which imported fruits are seen more frequently in which months.

• They were also asked about the months at which each imported fruit reaches to thehighest level of sales. This has provided us “sales intensity” knowledge.

• Penetration intensity and sales intensity map was designed for each fruit.




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• , .

• Legend for colors in the table are as follows.

High penetration/ high sales

Moderate penetration/ moderate sales

Low penetration/ low sales

Penetration & Sales Intensity of ImportedFruits, cont’d


High

Moderate

Low


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AvocadoPenetration intensity

Sales intensity

PearsPenetration intensity

Sales intensity

KiwiPenetration intensity

Sales intensity

Red ApplePenetration intensity




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a es ntens ty

Apple-Granny

Smith

Penetration intensity

Sales intensity

Black GrapePenetration intensity

Sales intensity

PineapplePenetration intensity

Sales intensity

Coconut

Penetration intensity

Sales intensity

NectarinePenetration intensity

Sales intensity

Sales Shares of Imported Fruits

• Most selling imported fruits and their sales shares as amount were asked to the


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• Most selling imported fruits and their sales shares as amount were asked to the

retailers. Accordingly, Apple-Granny Smith is the most selling imported fruit with a

share of 43%.

Sales share (%)

17%




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43%

18%

9%

8%

5%

Granny Smith Kiwi Red apple Avocado Black Grape Others

•Source:calculated fromretailers salesfiguresdeclerations

Origin of Imported Fruits According to Retailers

• Origins of imported fruits were asked to retailers. The answers reflect retailer’sperception of imported fruit/ country at the same time. For all import fruits Chile is


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Fruits Country of origin (most common answers)

Apple-G.Smith (n=48)Chile 25%, Argentina 12,5%, Italy 6,3%, don’t know/no idea 52%

Kivi (n=39) Chile 23,1%, Iran 20,1%, New Zealand 10,3%, Latin America 10,3%, don’t know/no idea 35,9%

Avocado (n=32) Chile 21,9%, Israel 12,5%, don’t know/no idea 40,6%

Pinea le n=28 Chile 17 9% Costa Rica 17 9% Ecuador 10 2% don’t know/no idea 50%

perceived to be the country of origin.




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Apple-Red (n=25) Chile 28%, Italy 16%, Argentina 12%, don’t know/no idea 52%

Black Grape (n=23) Chile 39,1%, don’t know/no idea 60,9%

Pears (n=19) Chile 31,6%, Latin America 10,5%, don’t know/no idea 57,9%

Coconut (n=14) Don’t know/no idea 64,3%

Nectarine (n=11) Chile 18,2%, don’t know/no idea 54,5%

Grape seedless (n=11)Chile 17,3%, don’t know/no idea 72,7%

Source: Retailer InterviewsFruits with n < 10 are not included

Purchase of Imported Fruits

• The majority of retailers (82,4%)

purchases imported fruits from

wholesale markets

• Over 60% of retailers have indicated that they purchase

imported fruit every day.


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wholesale markets.

Purchase channel of imported fruits (%)

82.4

From

wholesale

market

Purchasing frequency of imported fruits (%)

62.7

15.73-4 times a week

Everyday

July 23, 2010 Co

estudio mercado frutas en turkia

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