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The Dutch and European
horticulture market…
Where are the best
opportunities
Alfons van Duijvenbode - Harare, October 2016
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Headlines
1. EU + NL horticulture imports
2. African supply to EU / NL
3. Trends shaping the EU market
4. How to access the EU Market…?
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Product scope Horticulture
CATEGORY PRODUCTS
VEGETABLES
Snow peas, Fine beans, Baby corn, Lychees, Avocados, Sugar snaps, Bird eye chilies, Serenade chilies, Baby corn, Baby marrow, Sprouts, Baby spinach, Sweet potatoes, Baby vegetables, Garden peas, Tenderstem broccolli, Baby corn, Butternut, High Care Prepared Vegetable mixes, Carrots, Red cabbage, Green asparagus
FRUITS
Grapes, Passion fruit, Stone fruit, Kumquats, Pineapples, Strawberries, Mangoes, Papayas, Plums, Gooseberries, Physalis, Apples, Peaches, Nectarines, Plums
FLOWERS Roses, Fresh cut flowers
OTHERCoffee, Organic products, Protea, Summer flowers, Frozen gooseberry pulp, Frozen passion fruit pulp, Tea, Macadamia nuts
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Part 1 - EU / NL Horticulture imports
Import volumes and leadingproduct categories
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EU/NL Import volumes (,000 tons)
2011 2013 2015 CAGR
EU 16,952 17,524 18,438 +2.1%
- Supply from Africa 1,582 1,595 1,719 +2.1%
- Supply from ZIM 12 11 20 14%
share Zimbabwe 0.07% 0.06% 0.11%
NL 1,937 2,137 2,328 4.7%
- Supply from Africa 367 414 579 12%
- Supply from ZIM 8 6 9 5.3%share Zimbabwe 0.41% 0.28% 0.39%
◼ Excl. Citrus fruit (30,000 tons from Zim to EU)
◼ NL takes large share of ZIM exports, but share is down
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3.9
3.2
1.6
1.21.1
0.9 0.80.6 0.6 0.5 0.5 0.4 0.4 0.4 0.3 0.3 0.3 0.3 0.2
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5Top 20 EU imports (mn tons)
Leading couple: coffee (21%) and apples (17%)
Grapes 9% / pineapples 7%
# 1 vegetable: carrots (6%)
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-5%
0%
5%
10%
15%
20%
25%
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5Top 20 EU importsStar Performers
Sweet potatoes
Avocados
PeachesNectarines
Mangoes
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353
310
261
223 216188
174
62 59 53 44 41 38 34 32 27 26 26 21
0
50
100
150
200
250
300
350
400
grap
es
cut
flo
wer
s
pin
eap
ple
s
app
les
coff
ee
avo
cad
os
man
goes
rose
s
swee
t p
ota
toes
fin
e b
ean
s
carr
ots
plu
ms
cou
rget
te
nec
tari
nes
bro
cco
lli
cab
bag
e
tea
pea
ches
pea
s
Top 3: grapes, cut flowers, pineapples (15/13/11%)
4-7: apples/coffee/avocados/mangoes 10-8%
Top 20 NL imports (,000 tons)
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-20%
-10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
0
50
100
150
200
250
300
350
400Top 20 NL importsStar Performers
Sweet potatoes
Avocados
Roses
Cut flowers
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EU/NL Some observations
◼NL large (13%) share cut flowers plus
◼NL large share for fresh tropical fruit
… NL is stronghold for cut flowers and fresh
fruit trade
EU NLPineapples 7% 11%Avocados 3% 8%Mangoes 3% 7%
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Star performers EU
359 401
642
388
116
24088
140
200
148
0
100
200
300
400
500
600
700
800
900
Avocados Mangoes Nectarines Peaches Sweet potatoes
volume '11 absolute growth '11-'15 (,000 tons)
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Part 2 - African supply to EU / NL
Main suppliers
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#2015 Country Volume GrowthAfrica 1,719 2.1%
10 Senegal 28 6%11 Cameroon 26 -11%12 Ghana 26 -15%13 Zimbabwe 20 14%14 Namibia 19 15%15 Malawi 15 -8%16 Rwanda 12 3%17 Burundi 12 0.5%18 Zambia 8 14%
African supply 2 Europe(,000 tons, 2015-2011)
#2015 Country Volume GrowthAfrica 1,719 2%
1 South Africa 444 6%2 Kenya 308 4%3 Morocco 223 2%4 Ethiopia 164 3%5 Uganda 141 5%6 Egypt 92 3%7 Côte d’Ivoire 60 0%8 Tanzania 40 1%9 Madagascar 36 -7%
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African supply 2 NL(,000 tons, 2015-2011)
#2015 Country Volume Growth #2015 Country Volume GrowthAfrica 579 12% Africa 579 12%
1 South Africa 208 6% 10 Zimbabwe 9.3 5%2 Kenya 147 12% 11 Zambia 5.8 36%3 Ethiopia 88 67% 12 Madagascar 5.3 -24%4 Egypt 26 6% 13 Mali 4.35 Morocco 24 6% 14 Tanzania 3.9 8%6 Côte d’Ivoire 13 20% 15 Ghana 2.2 8%7 Namibia 13 14% 16 Burkina Faso 1.7 16%8 Uganda 13 16% 17 Malawi 0.4 -35%9 Senegal 12 27% 18 Cameroon 0.4 160%
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Part 3 – ZIM supply to EU / NL
• Main product categories
• Main African suppliers to EU per product category
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6,762
5,705
4,622
1,253
486 388 187 181 79 57 8 7 4 2 2 10
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
Top 3: Tea (34%), peas (29%), flowers (24%)
Avocado 6%Exotic fruit (2-3%), coffee (2-3%)
Nectarines (1%), peaches (1%)
ZIM Top 10 EU (tons)
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-40%
-20%
0%
20%
40%
60%
80%
100%
120%
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000Nectarines ZIM Top 10 EU (Star
Performers)
Avocados
Peaches
Coffee
Peas
Tea
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4,582
2,730
972
393175
23 21 7 5 50
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
Top 2: cut flowers (51%) and peas (31%)
Avocado 11%
Exotic fruit 4%
Tea 2%
Other: 1%
ZIM Top 10 NL (tons)
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-80%
-60%
-40%
-20%
0%
20%
40%
60%
80%
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
Avocados
ZIM Top 10 NL (Star Performers)
Cut flowers
PeasPeaches
Nectarines
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Africa1,11116%
Other5,88684%
CAGR 22%
Citrus fruit 7 million tons EU import
Leading Suppliers
Zimbabwe 3%
South Africa 59%
Morocco 18%
Egypt 18%
Tunisia 2%
Swaziland 1%
2015 >> 2011
6%
1%
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CAGR 18%
Africa11033%
Other22667%
Tea 336,000 tons EU import
-2%
Leading Suppliers
Zimbabwe 6%
Kenya 66%
Malawi 13%
Tanzania 6%
South Africa 4%
Rwanda 3%
Mozambique 1%
Uganda 1%
-2%
2015 >> 2011
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CAGR 27%Africa
158%
Other16992%
Peas 184,000 tons EU import
6%
Leading Suppliers
Zimbabwe 39%
Kenya 37%
Egypt 11%
Morocco 4%
South Africa 3%
Zambia 2%
Ethiopia 2%
Madagascar 1%
5%
2015 >> 2011
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Africa26631%
Other58769%
Cut flowers 853,000 tons EU import
15%
Leading Suppliers
Zimbabwe 1.74%
Kenya 55%
Ethiopia 33%
Uganda 5%
Zambia 3%
South Africa 1%Tanzania 1%
0.4%
2015 >> 2011
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Africa82
14%
Other51686%
Avocados 598,000 tons EU import
13%
Leading Suppliers
Zimbabwe 2%
South Africa 63%
Kenya 26%
Morocco 9%
16%
CAGR 71%
2015 >> 2011
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Africa22
34%
Other42
66%
Exotic fruit 64,000 tons EU import
1%
-5%
Leading Suppliers
Zimbabwe 2%
Madagascar 76%
South Africa 16%
Ghana 3%
Kenya 2%
Mauritius 1%
2015 >> 2011
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Africa3278%
Other3,61492%
Coffee 3,940 thousand tons EU import
3%
-5%
Leading Suppliers
Zimbabwe 0.12%
Uganda 38%
Ethiopia 23%
Kenya 8%
Tanzania 8%
Cameroon 7%
Côte d’Ivoire 4%
Burundi 3%
2015 >> 2011
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Africa9
1%
Other77399%
Nectarines 782,000 tons EU import
5%
Leading Suppliers
Zimbabwe 3%
South Africa 72%
Morocco 27%
Tunisia 1%
Egypt 1%
7%
2015 >> 2011
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Africa5
1%
Other58399%
Peaches 588,000 tons EU import
11%
Leading Suppliers
Zimbabwe 3%
Morocco 43%
South Africa 43%
Egypt 9%
Tunisia 2%
5%
2015 >> 2011
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Africa54
11%
Other43689%
Mangoes 490,000 tons EU import
4%
Leading Suppliers
Côte d’Ivoire 43%
Senegal 22%
Mali 11%
Burkina Faso 8%
Ghana 5%
Gambia 4%
South Africa 3%
Guinea 2%
Egypt 2%
Cameroon 1%
23%
2015 >> 2011
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Africa21
19%
Other86
81%
Chili peppers 107,000 tons EU import
Leading Suppliers
Morocco 77%Kenya 6%Uganda 6%Egypt 4%Ghana 3%
2%
5%
Zimbabwe had substantiallyhigher exports to EU prior to
2007/2008.
2015 >> 2011
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Part 3 -
Trends in the European food market
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Leading consumer trends are…
1. Growing concern about health and well-
being
2. Consumers want convenience
3. Diversification of products and flavours
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1. Growing concern about health and
well-being
◼Governments promote healthy lifestyle
◼Reduced demand for food that is
considered as unhealthy (fat /
sugar)
◼ Increasing demand for food
that is considered as healthy
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1. Growing concern about health and well-being
◼ Increasing demand for food that is
considered as healthy. Such as:
◼ Superfoods
◼ Organic food
◼ Products without additives
◼ Not-from-concentrate juices
◼ Dried fruit, edible nuts (healthy snacks)
◼ Pickled vegetables
◼ Coconut products (oil, water)
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1. Growing concern about health and well-being
◼ Increasing demand for food that is considered as
healthy. Such as:
◼ Superfoods…
◼ Organic food
◼ Products without additives
◼ Dried fruit, edible nuts (healthy snacks)
◼ Pickled vegetables
◼ Cocunut products (oil, water)
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Superfoods
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Example Superfoods Retail price: EURO 7 / kg
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1. Growing concern about health and well-being
◼ Increasing demand for food that is considered as
healthy. Such as:
◼ Superfoods
◼ Organic food…
◼ Products without additives
◼ Dried fruit, edible nuts (healthy snacks)
![Page 39: The Dutch and European horticulture market…...For flowers: GLOBALGAP or MPS (Fair Flowers Fair Plants) LocalGAP an option for emerging producers, e.g Zimbabwe (Programs of Pick ‘n](https://reader034.vdocument.in/reader034/viewer/2022050406/5f833cf5fa3be50c622a9968/html5/thumbnails/39.jpg)
Example – Organic food
Retail price: EURO 2.29 / piece
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Example Organic food
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1. Growing concern about health and well-being
◼ Increasing demand for food that is considered as
healthy. Such as:
◼ Superfoods
◼ Organic food
◼ Products without additives…
◼ Dried fruit, edible nuts (healthy snacks)
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Example Additive-free products
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1. Growing concern about health and well-being
◼ Increasing demand for food that is considered as
healthy. Such as:
◼ Superfoods
◼ Organic food
◼ Products without additives…
◼ Dried fruit, edible nuts (healthy snacks)
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Example Dried fruit,
edible nuts
(healthy snacks)
![Page 45: The Dutch and European horticulture market…...For flowers: GLOBALGAP or MPS (Fair Flowers Fair Plants) LocalGAP an option for emerging producers, e.g Zimbabwe (Programs of Pick ‘n](https://reader034.vdocument.in/reader034/viewer/2022050406/5f833cf5fa3be50c622a9968/html5/thumbnails/45.jpg)
2. Consumers want convenience
• Smaller portion-packs, incl. snack vegies
• Pre-cut fresh fruit and vegetables,
• Seedless grapes and other fruits,
• Ripened fruits
• Smoothies
![Page 46: The Dutch and European horticulture market…...For flowers: GLOBALGAP or MPS (Fair Flowers Fair Plants) LocalGAP an option for emerging producers, e.g Zimbabwe (Programs of Pick ‘n](https://reader034.vdocument.in/reader034/viewer/2022050406/5f833cf5fa3be50c622a9968/html5/thumbnails/46.jpg)
Example Snack vegies
![Page 47: The Dutch and European horticulture market…...For flowers: GLOBALGAP or MPS (Fair Flowers Fair Plants) LocalGAP an option for emerging producers, e.g Zimbabwe (Programs of Pick ‘n](https://reader034.vdocument.in/reader034/viewer/2022050406/5f833cf5fa3be50c622a9968/html5/thumbnails/47.jpg)
Example
Smaller portions
◼ Small watermelon that fits in
a fridge, 2-2.5kg,
◼ Packaged in individual nets
with a handle for easy
transport
![Page 48: The Dutch and European horticulture market…...For flowers: GLOBALGAP or MPS (Fair Flowers Fair Plants) LocalGAP an option for emerging producers, e.g Zimbabwe (Programs of Pick ‘n](https://reader034.vdocument.in/reader034/viewer/2022050406/5f833cf5fa3be50c622a9968/html5/thumbnails/48.jpg)
Example
Pre-cut fresh
fruit and
vegetables
![Page 49: The Dutch and European horticulture market…...For flowers: GLOBALGAP or MPS (Fair Flowers Fair Plants) LocalGAP an option for emerging producers, e.g Zimbabwe (Programs of Pick ‘n](https://reader034.vdocument.in/reader034/viewer/2022050406/5f833cf5fa3be50c622a9968/html5/thumbnails/49.jpg)
Example Seedless grapes and other fruits
![Page 50: The Dutch and European horticulture market…...For flowers: GLOBALGAP or MPS (Fair Flowers Fair Plants) LocalGAP an option for emerging producers, e.g Zimbabwe (Programs of Pick ‘n](https://reader034.vdocument.in/reader034/viewer/2022050406/5f833cf5fa3be50c622a9968/html5/thumbnails/50.jpg)
Example Ripened fruits
![Page 51: The Dutch and European horticulture market…...For flowers: GLOBALGAP or MPS (Fair Flowers Fair Plants) LocalGAP an option for emerging producers, e.g Zimbabwe (Programs of Pick ‘n](https://reader034.vdocument.in/reader034/viewer/2022050406/5f833cf5fa3be50c622a9968/html5/thumbnails/51.jpg)
Example Ripened fruits
![Page 52: The Dutch and European horticulture market…...For flowers: GLOBALGAP or MPS (Fair Flowers Fair Plants) LocalGAP an option for emerging producers, e.g Zimbabwe (Programs of Pick ‘n](https://reader034.vdocument.in/reader034/viewer/2022050406/5f833cf5fa3be50c622a9968/html5/thumbnails/52.jpg)
Example
Smoothies
![Page 53: The Dutch and European horticulture market…...For flowers: GLOBALGAP or MPS (Fair Flowers Fair Plants) LocalGAP an option for emerging producers, e.g Zimbabwe (Programs of Pick ‘n](https://reader034.vdocument.in/reader034/viewer/2022050406/5f833cf5fa3be50c622a9968/html5/thumbnails/53.jpg)
3. Diversification of products and flavours
◼European consumers open for new
experiences
◼Offers opportunities for exotic products,
new flavours, herbs, seeds, berries etc.
![Page 54: The Dutch and European horticulture market…...For flowers: GLOBALGAP or MPS (Fair Flowers Fair Plants) LocalGAP an option for emerging producers, e.g Zimbabwe (Programs of Pick ‘n](https://reader034.vdocument.in/reader034/viewer/2022050406/5f833cf5fa3be50c622a9968/html5/thumbnails/54.jpg)
Examples
![Page 55: The Dutch and European horticulture market…...For flowers: GLOBALGAP or MPS (Fair Flowers Fair Plants) LocalGAP an option for emerging producers, e.g Zimbabwe (Programs of Pick ‘n](https://reader034.vdocument.in/reader034/viewer/2022050406/5f833cf5fa3be50c622a9968/html5/thumbnails/55.jpg)
Part 4 -
How to access the EU Market
![Page 56: The Dutch and European horticulture market…...For flowers: GLOBALGAP or MPS (Fair Flowers Fair Plants) LocalGAP an option for emerging producers, e.g Zimbabwe (Programs of Pick ‘n](https://reader034.vdocument.in/reader034/viewer/2022050406/5f833cf5fa3be50c622a9968/html5/thumbnails/56.jpg)
In Europe…
1. Requirements for food are very strict
2. Preference for sustainable supply chains
and products
3. Trade fairs with global reach to meet
buyers
4. Buyers directories
5. More intel for market entry
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1. Requirements for food are very strict
◼ EU food law (contaminants, MRLs, additives, contact
materials, hygiene, labelling, traceability)
◼ Buyers may have stricter requirements than legal
requirements!
◼ Buyers often need GLOBALGAP, BRC, or IFS.
◼ For flowers: GLOBALGAP or MPS (Fair Flowers Fair Plants)
◼ LocalGAP an option for emerging producers, e.g Zimbabwe
(Programs of Pick ‘n Pay and Shoprite in S.A.)
◼ Local challenge: accreditation
◼ Avoid the Kenya case: ban on peas/beans... (MRLs)
![Page 58: The Dutch and European horticulture market…...For flowers: GLOBALGAP or MPS (Fair Flowers Fair Plants) LocalGAP an option for emerging producers, e.g Zimbabwe (Programs of Pick ‘n](https://reader034.vdocument.in/reader034/viewer/2022050406/5f833cf5fa3be50c622a9968/html5/thumbnails/58.jpg)
![Page 59: The Dutch and European horticulture market…...For flowers: GLOBALGAP or MPS (Fair Flowers Fair Plants) LocalGAP an option for emerging producers, e.g Zimbabwe (Programs of Pick ‘n](https://reader034.vdocument.in/reader034/viewer/2022050406/5f833cf5fa3be50c622a9968/html5/thumbnails/59.jpg)
2. Preference for sustainable supply
chains and products
◼European consumers are concerned about
how their food is produced!
◼Corporate Social Responsibility: friendly to
the environment and people.
◼ If your company is doing well in terms of
social responsibility… use that to promote
your company and products!
![Page 60: The Dutch and European horticulture market…...For flowers: GLOBALGAP or MPS (Fair Flowers Fair Plants) LocalGAP an option for emerging producers, e.g Zimbabwe (Programs of Pick ‘n](https://reader034.vdocument.in/reader034/viewer/2022050406/5f833cf5fa3be50c622a9968/html5/thumbnails/60.jpg)
Example – Promotion of CSR efforts
![Page 61: The Dutch and European horticulture market…...For flowers: GLOBALGAP or MPS (Fair Flowers Fair Plants) LocalGAP an option for emerging producers, e.g Zimbabwe (Programs of Pick ‘n](https://reader034.vdocument.in/reader034/viewer/2022050406/5f833cf5fa3be50c622a9968/html5/thumbnails/61.jpg)
Example –
Promotion
of CSR
efforts
![Page 62: The Dutch and European horticulture market…...For flowers: GLOBALGAP or MPS (Fair Flowers Fair Plants) LocalGAP an option for emerging producers, e.g Zimbabwe (Programs of Pick ‘n](https://reader034.vdocument.in/reader034/viewer/2022050406/5f833cf5fa3be50c622a9968/html5/thumbnails/62.jpg)
3. Trade fairs in EU
www.anuga.com
www.biofach.de/en
www.sialparis.com
www.hppexhibitions.com/floriculture/2016/holland
www.fruitlogistica.de/en/
![Page 63: The Dutch and European horticulture market…...For flowers: GLOBALGAP or MPS (Fair Flowers Fair Plants) LocalGAP an option for emerging producers, e.g Zimbabwe (Programs of Pick ‘n](https://reader034.vdocument.in/reader034/viewer/2022050406/5f833cf5fa3be50c622a9968/html5/thumbnails/63.jpg)
4. Buyer Directories
.com
.com
.com
.com
![Page 64: The Dutch and European horticulture market…...For flowers: GLOBALGAP or MPS (Fair Flowers Fair Plants) LocalGAP an option for emerging producers, e.g Zimbabwe (Programs of Pick ‘n](https://reader034.vdocument.in/reader034/viewer/2022050406/5f833cf5fa3be50c622a9968/html5/thumbnails/64.jpg)
5. More info
www.CBI.eu
Market Intel and Tips• Trends• Market access
requirements• Distribution channels• Buyers
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Questions and
Discussions