MarchWAR09

March 2009, World Apple Report Highlights

Trade Challenges Ahead
Exports of fresh apples have increased in both volume and average price between 2000 and 2006. However, projections of future apple production suggest that by 2015, the exportable surplus of fresh apples from major producing countries could be double its present level because those countries' exports will outrace their potential imports. The challenge will be to find larger third country markets for those surpluses. The challenge can be met by (1) curtailing production, something suppliers find difficult, (2) increasing domestic consumption, which is difficult in rich countries, or (3) identifying and exploiting those third country markets with the best potential for growth.

Measuring International Competitiveness, 2009
This article discusses the results of the fourteenth annual survey of competitiveness among 29 major apple producing countries. While the competitiveness rankings change slowly from year to year, there were some notable changes in 2009. While Chile retained its No 1 position, New Zealand slipped to third place behind Italy. The major gainers were Brazil, up 3 places to No. 12, and Germany and Greece up two places. The major loss was a drop of 3 places for South Africa to No. 14. Problems with cost and access to land, water and labor remain major impediments to competitiveness in most countries.

Surprises in Produce Promotions
A series on retail produce promotions introduced by USDA,AMS in October 2008, is now providing data that can be compared to similar periods a year ago. It will enable analysts to spot trends in the number of produce promotions and in advertised prices. One interesting result so far is that the economic slowdown does not appear to have significantly reduced the number of ads for all fresh fruits, but the number of ads for Red Delicious apples was lower at both Thanksgiving and Christmas. The average advertised prices for Red Delicious apples, pears and bananas were consistently higher than last year in each period.

Special Statistics

World: Annual Exports and Imports of Fresh Apples, 1997-2006 (chart).
36 Major Apple Producing Countries: Fresh Apple Trade, 2000-2015 (table).
Average Weekly Number of Produce Ads, 2007-08 and 2008-09 (table).
International Competitiveness Rankings, 2009 (table).
Japan: Banana Mania? (chart).

The authoritative guide to the world apple business today.

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