Peruvian Asparagus Importers Association. Fresh Asparagus Category Management Plan Outline 2010/2011

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1 Peruvian Asparagus Importers Association Fresh Asparagus Category Management Plan Outline 2010/2011 Prepared by: Peruvian Asparagus Importer s Association Date: April 2010

2 Market Summary Market Yesterday & Today: In 2009, the U.S. imported more than 344,005,787 pounds of freshmarket asparagus of which Peruvian asparagus represented over 55% of the Total World Supply. US Fresh Asparagus Imports Quantities / Pounds 400,000, ,000,000 World Mexico Peru 300,000, ,000, ,000, ,000, ,000,000 50,000, Year-over-year summary, quantities report the following variances 2008/2009: Peru up 10% World up 12% Mexico up 15%

3 Market Yesterday & Today: 350, ,000 Market Summary In 2009, Peruvian asparagus represented 51% of the total U.S. Import $ Value. U.S. Import Value ($1,000) World Total Mexico Peru 250, , , ,000 50, Year-over-year summary, quantities report the following variances 2008/2009: Peru up 6% World up 4% Mexico up 1%

4 Market Summary Market Trends: In the past decade, Peru has played a major role for imports of asparagus to the United States. 400,000, ,000,000 PERU WORLD MEXICO 300,000, ,000, ,000, ,000, ,000,000 50,000, World Total Asparagus Imports have increased from 142,285,021 pounds in 1999 to 344,005,787 pounds in 2009.

5 Market Trends: 16,000 Market Summary Peruvian asparagus has a proven record year-over-year of yielding a steady crop of production which is benefiting the United States with month over month of increased imports. (Metric Tons) ,000 12,000 10,000 8,000 6,000 4,000 2,000 0 JAN FEB APR MAY JUN JUL AUG SEP OCT NOV DEC

6 Asparagus Nutrition Facts Voluntary Data: Potassium 230 mg; 7% DV 100% of vitamin A is Beta Carotene Soluble Fiber 1 g Insoluble Fiber 1 g Nutrient Content Descriptors Allowed: fat free saturated fat free sodium free cholesterol free low calorie good source of vitamin C high in folate (add 30% folate to label) good source of vitamin A Source: PMA

7 Nutrient Content Descriptors Allowed Health Claim examples: Fruits & Vegetables & Cancer Claim Examples: Low fat diets rich in fruits and vegetables (foods that are low in fat and may contain dietary fiber, vitamin A, or vitamin C) may reduce the risk of some types of cancer, a disease associated with many factors. Asparagus fat free and a good source of vitamins A and C. Fat & Cancer Claim Examples: Development of cancer depends on many factors. A diet low in total fat may reduce the risk of some cancers. Asparagus is fat free. Saturated fat & cholesterol & coronary heart disease Claim Examples: Although many factors affect heart disease, diets low in saturated fat and cholesterol may reduce the risk of this disease. Asparagus contains no cholesterol, and is a fat free vegetable. Sodium & hypertension Claim Example: Diets low in sodium may reduce the risk of high blood pressure, a disease affected by many factors. Asparagus is sodium free. Source: PMA

8 Asparagus Consumer Positioning Asparagus is a good source of potassium, vitamin A, and vitamin C. Asparagus is low in fat and contains no cholesterol. Asparagus is also rich in rutin and folacin, which has been proven important in the duplication of cells for growth and repair of the body. According to Fresh Trends 2010: Asparagus ranks amongst the top 20 best sellers for fresh vegetables! Consumers are increasingly looking for healthy and convenient foods. Fresh asparagus is easy-to-prepare and it is highly nutritious. Source: Fresh Trends 2010/The Packer

9 Asparagus Consumer Positioning 2010 Fresh Trends indicates the likelihood purchase of fresh asparagus: % 2010 to 50% Asparagus purchases have climbed 13% points 2% 9% 3% Types of asparagus purchased: Conventional purchases increased YOY by 15% 87% Conventional Organic Both conventional & organic Not Sure Source: 2010 Fresh Trends/The Packer

10 Source: Fresh Trends 2010/The Packer Fresh Asparagus Key Demographics Value Added Programs Provide Consumer with Options: - Savings - Convenience - Ready to eat - Microwaveable Designed for both retail and foodservice! Emphasize Value-added product offerings Based on annual household income: Less than $25K 43% $ K 45% $ K 51% $100K+ 61%

11 Fresh Asparagus Key Demographics Per capita consumption of Fresh Asparagus has increased by more than 47% since 1998: Per Capita Consumption f 2010f Source: USDA-ERS f-forecasted

12 Likelihood of Asparagus Purchase Based on Presence of Kids No kids 50% 3 or more kids 55% 2 Kids 51% 1 Kid 46% Have Kids 49% 40% 42% 44% 46% 48% 50% 52% 54% 56% Based on Gender Gender Likely to purchase asparagus Women 51% Men 46% 43% Based on Age 50% 51% 51% Source: Fresh Trends 2010/The Packer

13 Likelihood of Asparagus Purchase Based on US Region 64% West 50% Midwest 55% Northeast 40% South Source: Fresh Trends 2010/The Packer

14 Sources: PAIA/Produce Business/Masters of Merchandising Merchandising Strategies Display Ideas: - Strategically displaying the category during peak and non peak holidays - well positioned will ensure consumers see it and increase sales. - Variety of sizes and packaging, display different product forms, i.e. multiple SKU s (sizes) of fresh asparagus to increase consumer purchase penetration and frequency of purchase - will increase sales. - Nutritional benefits, highlighting nutritional benefits of fresh asparagus will attract a wide variety of customers. - Showcase unique colors, green, white and purple asparagus! Displaying white asparagus next to green offers consumers with more choices and presents a contrasting and attractive display. - Refrigerate and hydrate to maintain quality. Promotion and Advertising Ideas: - Cross Merchandising: - With salads, oils, dressing, deli products i.e. ham and cheese and wines. - In the meat department for example with steaks provides a complete meal solution for customers. - Provide serving ideas, such as great for baking, impressive for entertaining, easy to barbeque and microwavable. - In-store demo programs have proven record of increasing consumer awareness and purchases of fresh asparagus as an everyday item. - Educate the consumer to the ease-of-preparation.

15 Peruvian Commitment to Food Safety, Quality, Cold Chain and Social Responsibility In the last several years, Peruvian growers have spent more than $2 million in product safety and quality improvement programs that include investments to achieve quality goals. Peru places a real focus on long-term business relationships. Peru has been a market leader in all new bio-terrorism regulations, food safety and maintenance of the cold chain regarding all aspects of production. They have innovation and value-added presentations. Peru s Quality Systems: GMP (Good Manufacturing Practices) including HACCP and Safety Quality Foods (SQF 2000), BRC, among others GAP (Good Agricultural Practices), EurepGAP, US GAP, SQF 1000, Tesco Nature Choice (TNC), among others Social Responsibility: Ethical Trading, among others IPEH, indicates that its partners have these certifications. Review our exporting partners at: Please visit for more information. Source: IPEH

16 Fresh Asparagus Category Management Plan Outline RESOURCES USED USDA Import Data FAS Import Data ERS Produce Marketing Association/PMA Produce Business/2010 Masters of Merchandising The Packer/Fresh Trends 2010 US Department of Commerce US Census Bureau Foreign Trade Statistics IPEH Instituto Peruano Esparrago y Hortalizas