As the London Produce Show prepares its second edition June 3-5, 2015, many American organizations are re-evaluating their positions in the European produce market. Some of these organizations have previously shipped to Europe but stopped, while some are already making great inroads and want to accelerate. Many of these American organizations are taking the plunge for the first time.
In this series of articles, exclusively on PerishableNews.com, we identify what is leading these companies to look closer at Europe.
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More than the iconic crop of citrus grows in the state of Florida. That’s the message Debra May, international marketing representative from the Florida Department of Agriculture and Consumer Services (FDACS), headquartered in Tallahassee, would like attendees at the London Produce Show to know. This message will be underscored by Elise Price and Bonnie Braich, export specialists at Arvila LLC, an export company based in Palm Beach Gardens, which will display Florida-grown lychees and tropical fruits at the FDACS booth.
“Our goal is to continue to establish and expand the presence of our Fresh From Florida brand in the international marketplace. We have worked with retailers in the UK, such as Waitrose, for over a decade and Superquinn and Dunnes Stores in Ireland in the past to promote Fresh From Florida fruits and vegetables. We have attended international trade shows, such as SIAL and ANUGA, and we have assisted in inbound and outbound trade missions. Plus, our Culinary Ambassador, Chef Justin Timineri, participated in promotions for the 2012 Summer Olympic Games in London and in May promoted Florida agriculture by taking part in a ‘Taste of the South’ culinary event at Winfield House, the US Ambassador to the UK’s residence. Entry into the European markets has been a progression for us and we are looking forward to continuing making and strengthening trade relationships at the London Produce Show,” says May.
Some of state’s diverse bounty, such as lychees, lychee products and other tropical fruits, will be on display at the FDACS booth, courtesy of Arvila, LLC.
“We are bringing some of the haak yip variety of lychee, a specialty on the international market, which harvests in Florida during a 4 to 6 week window from early June through July,” says Arvila’s Price. “This can fill a critical gap in supply in Europe. Our goal over the next couple of years is to form a co-op that will allow us to provide longer availability of lychees and expand selection to include the Mauritius and Brewster varieties. We will also have value-added products such as lychee tea, two other Florida-grown tropical fruits, longans and rambutan, and a company brochure available at the booth.”
The FDACS’s May will talk with show attendees about the vast array of fresh fruits and vegetables that are available from the state during its peak harvest season of November to May when safe and quality produce is not available or easily available in colder climates.
“We have already had success exporting sweet corn and grapefruit to Europe. Now, we want to make international buyers aware of our blueberries. Many of our orange producers now grow blueberries. Florida blueberries harvest in April and May. Strawberries are another crop. These are available from December to February. Education is critical since the mindset in the UK is that strawberries aren’t available until Wimbledon in June,” says May.
Educational and promotional support is available from the FDACS. May provides an example of a promotion with Waitrose, a 300-plus store upscale retailer based in Bucknell, UK, that featured Florida sweet corn. The corn was picked in Florida, flown overnight, tray packed by Barfoots of Botley Ltd, a grower, processor, packer and marketer in West Sussex, UK, and delivered to the retailer the next day.
At store level, the FDACS sampled the sweet corn to shoppers, plus provided Waitrose with special ad prices, Fresh From Florida brand signage, and logo T-shirts and aprons for produce staff.
FDACS personnel is beginning to identify some restaurants in the UK this year that may provide a nice sales environment for its Fresh From Florida’ commodities.
“We don’t necessarily expect retailers or foodservice buyers will supplant their current suppliers with strictly Florida items,” explains Dan Sleep, chief of the FDACS’s Bureau of Strategic Development. “What we look for are opportunities to introduce items that can supplement and enhance the sales environment, while building position. Often a new item, even a different variety of something the retailer is already carrying, will be used to entice shoppers to purchase an additional selection. As this occurs, we build interest and sales, and this can lead to the introduction of other products. With high quality and competitive pricing, opportunities abound.”
Florida ranks 8th in the U.S. in agricultural exports, shipping products to 159 countries and territories, according to the FDACS’ report, 2015 International Report, authored by Sleep. Noteworthy is that the five largest year-over-year increases in markets over $20 million in 2014 for Florida were Saudi Arabia, Mexico, Colombia, the United Arab Emirates and Ireland.
Source: PerishableNews.com
