USAID Agribusiness Project

Increasing Fresh Berry Fruit Exports from Serbia

• Duration: September 2007 – 2012

• Serbia-wide

• Methodology: Provision of Technical Assistance throughout the Value Chain

• Primary Goals: Increase sales and exports, generate new employments

• Sectors:

– Berry Fruit

– Tree fruit

– Vegetables

– Livestock

– Dairy

– Herbs and Mushrooms

USAID Agribusiness Project:

Cross-cutting components:

• Marketing and Export• Strengthening Producer Organizations – POs• Agricultural Policy and Information• Improving Agribusiness Development Services -

ABDS Delivery

• Youth and Gender Program • Environment

USAID Agribusiness Project:

BERRY FRUIT SUB-SECTOR

Sector characteristics:

• Commodities: raspberries, blackberries, strawberries, currants, blueberries

• >80,000 producers, >350 cold-stores, nearly 100 value-adding processors

• >$200 million sales in 2008

- $170 million exports, fresh < 0,01%

- $30 million domestic market• Varieties suitable mainly for processing

• Fragmented land-plots

• Outdated equipment and varieties

• Low productivity

• Raw materials prevailing in exports

• Insufficient investing in: Development of knowledge base Product development Marketing

Main issues:

Market trends – berry fruit:

• Globalization• Improved transportation• Growing volume of production (+30% 2000-05)• Greater increase in consumption (+90% ‘02-07)• Increasing consumption of fresh fruit• New final or semi-final product development • Promotion of health benefits from fresh fruit• Convenience• (due to the global crisis) Decreasing share of

spending off-home and for luxury products

Berry Fruit Sub-sector Development Strategy

Main opportunities:

1. Fresh market2. Higher value-added products and

frozen retail packs3. Further diversification of production4. Production of high quality planting

material and other inputs

1. Fresh market

• Improve product quality:– Suitable varieties– Food safety and Good Agricultural Practices

• Extend season by:– Application of new technologies– Introduction of suitable varieties

• Increase volume of production for fresh• Certification (GlobalGAP, etc.)• Improved marketing• Logistics

Improving knowledge base: STTA for production under tunnels

• Expert advice to improve irrigation, nutrition, plant protection and post-harvest practices provided to 10 POs

• Six ABDS providers and 40 producers/ processors attended training seminars about new berry varieties for fresh market and production in high tunnels

Introduction of new technologies and varieties – Hargreaves Plants, UK

• Organized a series of presentations of UK-based nursery Hargreaves Plants and its high value berry fruit planting material to 35 Serbian producers, resulting in an increased interest in new varieties for fresh market

Introduction of new technologies:

• A new technology from Chile for extending shelf life of fresh raspberries demonstrated to businesses in Serbia

• Presented Chilean recent practices in harvesting, post-harvest management and shipping fresh berries

Introduction of new technologies:

• Ozone generators, a new technology for enhancing shelf-life of various fruits during transportation and storage presented to Serbia businesses

New varieties and production technology – Trade Mission to UK

• Improved cooperation with international / UK partners• Improved access to new technologies and inputs• Legislation on planting material categories harmonized• Established new supply chain / imported 2 varieties and

planted 10 ha of new raspberry fields for fresh market

Trade Fairs & Exhibitions

• International: – Fruitlogistica, Berlin; Biofach, Nurnberg; SIAL, Paris;

World Food, Moscow; Anuga, Cologne

• Local:– Novi Sad and Nis Agricultural Fairs, Ethno Food Fair

• 31 businesses dealing with berries participated

• First ever exports of fresh

raspberries contracted

Product quality & food safety

• GlobalGAP awareness campaign completed and introduction process commenced

• SPU trainings delivered

Post-harvest and packaging operations improvement

• Serbia Cold Chain Study completed and published• STTA delivered to 10 POs dealing with fresh

blueberries and other berries• A series of advisory and consulting services delivered

HALF-WAY results – 2009 season:

• Total fresh berry fruit sales achieved : US$176,500 (strawberries, raspberries, blueberries)

• Exports- fresh berries: US$76,000 – EU and Russia

(strawberries, blueberries and mixed berries)• Employment created:

2 full-time, 6 part-time and 47 seasonal jobs

HALF-WAY other achievements made:

• Established contacts with leading EU retail –chains and distributors and first trial deliveries made

• GlobalGAP introduction commenced• New varieties introduced and initial 10 ha of new fields

established • 2 new partnerships established • Serbian & UK planting material standards harmonized• Assisted protection of geographic indication of origin for Arilje

raspberries• Supported development of 12 national/regional POs• Improved knowledge-base - over 260 producers

and 8 ABDS providers trained, etc.

On-going and future activities:

• High-tunnel production training program• Blueberry and cranberry ToT programs• Study tours and Trade missions• Improvement of post-harvest & packaging operations• Improved utilization of Logistics & Consolidation services • Grants to enhance application of new technologies & product

development, market access and POs development• GlobalGAP Certification• Exhibiting at selected trade fairs• Promotional campaigns• Strengthening Supply Chain

THANK YOU FOR YOUR ATTENTION!

• Contact details:

Saša Marušić, Berry Fruit Sector Lead

USAID Serbia Agribusiness Project

Regional Office in Čačak, D. Mišovića 73

Tel/Fax: ++ 381 32 371 554; Mob. +381 63 302 185

E-mail: Sasa_Marusic@agrobiznis.net

Web-sajt: http://www.agrobiznis.net