brazil's poultry industry: building partnerships around the world ricardo santin market...
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Brazil's poultry industry: building partnerships
around the world
Ricardo SantinMarket Relations Director
Brazilian Poultry Association - UBABEF
The Brazilian Poultry Association UBABEF
• 123member companies
• Products: Poultry Meat (Chicken, Turkey, Duck and others), Eggs and Egg Products, Genetics
• Meat packers, genetic companies, state-level associations, representative organizations,
laboratories, equipments and feed producers.
UBABEF Members
Chicken Meat Prodution(1.000 MT)
2010 2011 20120
5
10
15
20
25
30
35
USA China Brazil EU-27 Others
Brazilian chicken meat production, domestic consumption and exports
Source: SECEX
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 20120
2,000
4,000
6,000
8,000
10,000
12,000
14,000
916
3,918
5,061
8,727
Exports (1,000 MT) Domestic Market (1,000 MT)
5,977
12,645Production (1,000 MT)
Per capita consumption: 45 kg/year (2012)
Brazilian Poultry Exports (2012)
Product Volume (ton) Revenue (US$)
Chicken Meat 3.917.581 7.702.997
Genetics 1.060 43.848
Eggs 26.853 42.616
Fertile Eggs 10.073 60.916
Other birds 3.063 11.208
Turkey 178.975 500.409
Total 4.137.605 8.361.996
Brazilian chicken meat exports – Main destinations (2012)
Source: SECEX
Saudi Arabia16%
EU-2711%
Japan10%
Hong Kong8%
United Arab Emirates6%
China6%
South Africa
5%
Egypt3%
Kuwait3%
Iraq3%
Others30%
Whole36%
Cuts55%
Pro-cessed
5%Salted
5%
Brazilian Chicken Meat Exportsby products (2012)
Brazilian chicken egg production, domestic consumption and exports
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 20120.0
500.0
1,000.0
1,500.0
2,000.0
2,500.0
4.0 26.9
5,061
1,880
Exports (1,000 MT) Domestic Market (1,000 MT)
1,197
1,906
Source: SECEX
Production (1,000 MT)
Per capita consumption: 162 eggs/year (2012)
Brazilian Egg Exports - Products
Shell egg94%
Dried yolk0% Liquid yolk
0%
Dried whole egg0%
Whole egg (frozen or chilled)
4%
Dried egg white1%
Fuente: SECEX/UBABEF
Continuous investments in order to meet specific market requirements
The Brazilian Poultry Meat is consumed in more than 150
countries
High standards for sanitary control, animal health and
animal welfare.
Continuous investments in order to meet specific market requirements
Cultural and Religious requirements, Brazil in
recognized for its excelence in Halal slaughter.
Continuous investments in order to meet specific market requirements
Specific products and cuts developed exclusively for
different markets.
Chicken knee cartilage
Chicken leg boneless skin-on
Our main objective is to help give the population more access to a healthy a good quality source of protein!
Brazil and Pakistan: a strategic partnership on poultry meat
• During the las decade, brazil has helped emerging economies meet the growing demand for poultry meat
• Asian countries have been benefiting also by having access to new technologies and new products, generating
complementarities between asian and brazilian producers. Example: HONG KONG
• Our policy is to never threat local producers, but rather to cooperate with them, creating synergies in terms of products and helping to fulfill unattended demands!
Example: JAPAN
Consumers have benefited from all these aspects having access to new, top quality, affordable products!
Brazil and Pakistan: can work together for mutual benefits
• The processing industry can be benefited from the brazilian poultry meat as raw material, developing new
products and technologies and creating jobs in Asia. Example: PHILLIPINES and MALAYSIA (negotiation
under way)
• Food Service companies has benefited from affordable high quality products enabling the sector to meet a
growing demand. Example: CHINA
• Thousands of jobs have been created in the distribution chain (importers, transport services, wholesalers)
Example: SINGAPORE
Brazil and Pakistan: huge business opportunities in poultry!
• The pakistani market is still officially closed to poultry imports from Brazil
• Brazil is the largest exporter of HALAL chicken in the world (1,8 million tons in 2012)
• Pakistan has a large Muslim population (96% of the 190 million people)
• Consumption per capita in Pakistan is very low.
• If each pakistani eat 22kg/year there could be an additinal demand of 3.5 million tons of chicken meat, worth US$ 6 billion per year on business.
We count on the support from processors, importers and other players in the private sector to negotiate the market opening with the Pakistani authorities,
without harming local producers!
Brazil and Pakistan : huge business opportunities in poultry!
• Both local producers in Pakistan and importers can benefit from this unattended demand.
• The Brazilian Ministry of Agriculture has already sent proposals of Sanitary Certificates for chicken
meat to its counterpart in Pakistan
The future of the world demand for poultry meat
• The population will grow more in developing countries
• GDP growth will be higher in developing countries.
• Urbanisation rates in developing countries will increase, as well as the middle class.
• Middle class expansion will increase protein consumption, specially the cheaper ones.
Examples of complementary – EU-27
2005 2006 2007 2008 2009 2010 20110
100020003000400050006000700080009000
10000
Production Imports Imports from Brazil Exports
Production: + 16%Imports: + 22%Imports from Brazil: + 2%Exports: + 55%
Examples of complementary – Chile
2005 2006 2007 2008 2009 2010 2011 20120
100
200
300
400
500
600
Production Imports Imports from Brazil Exports
Production: + 23%Exports: + 53%
Examples of complementary – China
2005 2006 2007 2008 2009 2010 20110
2000
4000
6000
8000
10000
12000
14000
Production Imports Imports from Brazil Exports
Production: + 34%Exports: + 20%
Examples of complementary – Japan
2005 2006 2007 2008 2009 2010 20110
200
400
600
800
1000
1200
1400
Production Imports Imports from Brazil Exports
Production: + 11%Imports: + 14%Imports from Brazil: - 5%Exports: + 900%
The Resources
• Biomass Production Potential• Water Availability• Grains Availability• Arable Land Availability
Favorable weather
conditions
Integrated
Production System
Natural Resource
Grain Availabilit
y
skilled labor
Sanitary Status
Brazilian Poultry
Poultry health situation worldwide Brazil is free from Avian Influenza
Highly Pathogenic Avian Influenza ( Jan 2007 – Feb 2013 )
Source: WAHID OIE (2013)
Poultry health situation worldwide Brazil is free from Newcastle disease
Newcastle disease ( Jan 2007 – Feb 2013 )
Source: WAHID OIE (2013)
Brazil - Disease last reported 11/2006 (in non commercial poultry)
Food Safety from Farm to Table
• National Control Programs involving Government + Industries
• National Poultry Program for Sanitary Control/PNSA – Control of the origin and Animal Health
• National Program for control of Residues and Contaminants – PNCRC
• Pathogen Reduction Program PRP - Salmonella.
• Other programs for microbiological and physicochemical analyses.
• Industries food safety/quality assurance programs: (GMP, SSOP, HACCP, etc)
• Programs for Prevention and Control of Water Injection in Products (PPCAAP)
Sustainability in the Brazilian poultry production
• The Brazilian poultry meat production structure is far from the Amazon biome, and is based mainly on integrated, family
owned farms.
Sustainability in the Brazilian poultry production
• No subsidies involved• System linking small family agriculture
to the global agribusiness• Poultry production is close to the soy
and corn• Less use of electricity - Less need of
artificial heating• Best ressource allocation: win-win partnership with
the importing countries
• Assuring food safety by complementing local production
• Continuous investments to fulfill market and clients requirements around the world
• Helping to keep the world food prices affordable
BrandingBrazilian Chicken
• To present the Brazilian Chicken as guarantee of quality
• Reinforce the perception of global trademarks that sell Brazilian Chicken
• Strong visual connection with the country and product
• Colors that mean food (red and yellow), natural (green) and healthy (blue)
27 to 29 August, 2013The official event of the Brazilian poultry Sector
Exhibition Map
