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3/6/2008 - Asparagus Producers Find Export
Quite Important
By Angie Hanson Export volumes to Switzerland and Canada have been steadily declining in recent years, due to heightened global competition and a decrease in California acreage, but the two countries maintain a healthy demand for California asparagus, said Jean Valentine, export consultant for the California Asparagus Commission, Stockton. The commission has scheduled promotional campaigns in grocery stores, restaurants and on television this season in Switzerland and Canada, such as, Valentine said. “Exports are diminishing as years go by because the size of the crop goes down,” Valentine said. “But at this point, export is quite important to California producers, so we’ve just got to keep pushing.” In support of the industry’s exporting business, the Market Access Program has allotted $250,000 to the commission for 2008, which the organization will match, Valentine said. The weak dollar also has been an asset to the export market and will likely aid shipments in 2008, said Leo Rolandelli, president of Jacobs, Malcolm, & Burtt Inc., San Francisco. “The euro being strong has helped us in exporting,” Rolandelli said. SWITZERLAND Volg Konsumwaren AG, an independent Swiss retailer, plans to advertise California asparagus in 2008, after its 2007 promotions in 200 outlets resulted in a 10% sales increase, Valentine said. “They promote quite actively, and we have been pleased with the results,” Valentine said. The commission also expects to partner with Movenpick restaurants and Fetzer wine to push California asparagus in 12 locations for the third-straight year, Valentine said. The promotion, “California Sunshine in April,” encourages consumers to combine California asparagus and Fetzer wine and consists of banners, informational brochures and recipe cards touting the vegetable, Valentine said. “Last year they ran some amazing banners outside the restaurant that talked about California asparagus,” Valentine said of Movenpick. “It’s been quite successful.” AnneMarie Wildeisen — who has her own cooking show, is editor of Kochen magazine, author of several cookbooks and owns a restaurant in Switzerland — also is expected to give California asparagus a nod on her show in 2008, she said. CANADA Promotional efforts in Canada, however, are devoted primarily to retail and are a little more extensive, Valentine said. This year’s retail support in Canada should mirror a successful 2007, which saw several chains endorse California asparagus and nine TV stations cover the product, with an average airtime of six minutes each and an audience reach of 3.76 million, Valentine said. In 2007, 715 stores ran flyers and 342 stores organized demonstrations and recipe leaflets, which a Canadian chef helped create. Those were distributed at numerous locations, she said. “We provide new and innovative recipes that are developed by a Canadian chef, so they (Canadians) get their taste and what they like,” Valentine said. James Paul, director of sales and marketing for Stockton-based Greg Paul Produce Sales Inc., said Canada is a solid customer, and buyers there are concerned with food safety. “One of the best customer bases is Canada,” Paul said. “They are much more willing to spend an extra dollar on the product to make sure it’s safe, and the Canadian mentality will pay more to support the local farmer.” ADDITIONAL MARKETS The Japanese market once played a larger role in asparagus exports, but in recent years, has waned, due to augmented asparagus production in Japan, Mexico, Thailand and the Philippines, Valentine said. “It’s very limited,” she said of Japanese business potential. On the other hand, Jeff Post, asparagus commodity manager for Ocean Mist Farms, Castroville, Calif., said Japan, Hong Kong, Singapore and Taiwan are attractive customers this year because of the food-safety issues surrounding China, which typically supplies its Asian neighbors. “China is a producer, but we want to displace them,” Post said. “They’ve had some bad press, so now is a good time to capitalize.” Rolandelli said Spain, Italy, England and France are occasionally considered viable markets for his California asparagus. - The Packer |