Establishing Value Chain Ecology for Regionally-Produced ... Value Share of the UK Retail Fruit Bowl

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  • Dr. David Hughes Emeritus Professor of Food Marketing

    Asian Food & Agribusiness Conference:

    Smart Food Value Chains

    Asian Productivity Organization

    Holiday Inn, Silom, Bangkok

    Wednesday, June 12th, 2019

    Establishing Value Chain Ecology for

    Regionally-Produced Foods:

    Partnerships with Local SMEs


  • Popping Into the Sweetie

    & Toy Shop to Buy a Treat

    Using Alipay and Watch!

  • Solo Karaoke-ing

    It’s a Slippery Slope!

  • Kimbal


  • Financially-Backed

    By Jeff Bezos

  • Hydroponic Businesses

    Popular in Singapore

  • Source: IGD UK, “Shoppers of the Future”, June 27th, 2018

  • Social Media Accelerates the Exchange of Information Around the World

    Not Least on Food Trends and Between Gen. Z and Millennial Consumers

  • In Vietnam …..

  • Professor Chris Tomazou’s

    DNA Nudge device uses

    Smartphone technology to

    advise consumers whether

    particular food products are

    healthy for them or not.

  • Value Share of the UK Retail Fruit Bowl 2007 versus 2019

    Retail Fruit Value 2007

    £3,671 million

    Retail Fruit Value 2019

    £5,791 million

    Apples 18.7 Berries 24.2

    Berries 18.3 Apples 16.3

    Bananas 15.7 Citrus 14.4

    Citrus 14.2 Grapes 14.1

    Grapes 12.5 Bananas 10.2

    Tropical Fruit 9.2 Tropical Fruit 10.0

    Stone Fruit 6.8 Stone Fruit 7.0

    Pears 4.6 Pears 3.8

    Average Weekly Household

    Spend £2.81

    Average Weekly Household

    Spend £4.00

    % of Total

    Source: Kantar Worldpanel, UK

    * Does not include cut fruit £420 million 2018

  • Berries Rewarded with More Prime Shelf Space

    The Rise and Rise of Fresh Berries in the UK Market

    Domestic (Local) Season for Fresh Berries Extended to 8 Months in Year Via Tunnels

  • Gave Berry Gardens Growers a 5 Year Lead on Premium Raspberries

  • February 6th, 2019

  • Dingley Dell Pork Exports in 2018

    Source: Dingley Dell via Professor Andrew Fearne (£1=US$1.27 so av. export price was US$6.08 in 2018)

  • Joint Venture Between Zespri and Plant & Food Research: Best Practice in Adding Value for Producers

  • Dominating Global Fresh NPD for Kiwifruit Through Smart R&D

  • Best in Class:

    • R&D partnership with PFR

    • consumer focus in Asia

    • supply chain management

    • Supply control

    • brand development

    Delivering Grower Premiums

  • Green Kiwis $2.49 Gold Kiwis $4.99 Red Kiwis $7.99

  • Retail Theatre for Fresh Produce in Asia Often Much Better

    than in Most Stores In North America & Europe

  • None of the UK Major Supermarkets Score Well on Retail Theatre

  • April 26th, 2019

  • Zespri: Famous for Persimmons!

  • Sharing Stories

    And Values with

    Your Customers

  • Transparency and Traceability

    Through the Supply Chain Key

    Reflecting Consumer Concerns

    About Food Integrity in Countries

    Right Across the World.

    This is Great News for Raw Material

    Suppliers Around the World who have

    Production Bases and Supply Chains

    Of Impeccable Integrity.

  • The Number 1 Global Mega Consumer Trend is the

    Increasing Concern About The Health of the Family

    and The Health of the Planet. When Food Shopping,

    Drives Shoppers Towards “Mindful Choices”*

    And a Widespread View that Big Food, Big Business, Big Government

    are Part of the Problem NOT Part of the Solution

    “Mindful Choices” top food trend for 2018, Innova Market Insights, Nov. 2017

    “What I Eat is Good for Me and My Family.”

    “I Feel Good About What I Eat.”

  • The “Blue Planet II Factor”

    Suppliers, Retailers & Consumers

    Will Change Radically & Quickly

    Their Use of Plastic Packaging

    May 28th, 2018

  • August 13th, 2019

    HUGE Opportunities

    For Cellulose-Based

    Food & Drink Packaging

  • January 5th, 2019

  • May 13th, 2019

    December, 2018

  • Global Brands Pushed to Implement “One Size Fits All”

    Food Industry Social Policies

  • Social Pressures Dictating Choice

    Remind Me Again What We Can’t Eat?:

    • Anything with palm oil as an ingredient

    • Chicken that’s been fed soy from Brazil

    • Shrimps caught by “slave labour” in Asia

    • Beef that has destroyed the Amazon

    • Anything with GMOs

    • Anything in a non-recyclable pack

    • ………….. etc.

    BUT How Relevant are These Issues in Asian Markets?

    Any Issues for Your Products:

    • Child labour

    • Environment (e.g. tunnels, water usage, air freight)

    • and much more!

  • May 10th, 2018

    April 12th, 2018

  • There’s a New Marketing Mantra:

    Start Doubling Up on the Five Ps

    Source: Marketers Need to Stop Focusing On Loyalty and Start Thinking About Relevance

    Zealley, Wollan & Bellin, HBR, March 21st, 2018



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