کسب درآمد و فروشگاه اینترنتی What are the requirements for niche markets? Organic pistachios
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What are the requirements for niche markets?

Organic pistachios

To market pistachios as organic in Europe, they must be grown using organic production methods according to European legislation in this respect. Growing and processing facilities must be audited by an accredited certifier before you are allowed to use the European Union’s organic logo on your products, as well as the logo of the standard holder (for example, the Soil Association in the United Kingdom or Naturland in Germany). pistachio wholesale

Note that importing organic products into Europe is only possible if you are in possession of an electronic certificate of inspection (e‑COI). Each batch of organic products imported into the European Union has to be accompanied by an electronic certificate of inspection, as defined in Annex V of Regulation defining imports of organic products from third countries. This electronic certificate of inspection has to be generated via the Trade Control and Expert System (TRACES).

Sustainability certification

The two most commonly used sustainability certification schemes are Fair Trade and Rainforest Alliance. Fair Trade international has developed a specific standard for nuts intended for small-scale producer organisations. Although this standard does not establish specific measures for pistachios or the FairTrade Minimum Price (as it does for several other types of nuts) there is a demand for FairTrade certified pistachio suppliers in Europe. The FairTrade chocolate market segment in Europe is growing, and pistachios are one of the increasingly popular ingredients in innovative chocolate products.

In order to improve the sustainable production and sourcing of nuts, a group of primarily European companies and organizations formed the Sustainable Nuts Initiative in 2015. The main objective of this initiative is to improve the circumstances in nut-producing countries and work towards sustainable supply chains.

Ethnic certification

The Islamic dietary laws (Halal) and the Jewish dietary laws (Kosher) impose specific dietary restrictions. If you want to focus on Jewish or Islamic ethnic niche markets, you should consider implementing Halal or Kosher certification schemes.

Tips:

Consult the Sustainability Map database for sustainability labels and standards.

Check the guidelines for imports of organic products into the European Union to familiarise yourself with the requirements of European organic traders.

Read our study on Trends on the European processed fruit, vegetables and edible nuts markets for an overview of the developments in terms of the sustainability initiatives in the European market.

2. Through what channels can you get pistachios on the European market?

Pistachios are mostly used as a snack in Europe. They are also used as an ingredient in food processing industries. This ingredient application market is smaller, but it is growing faster than the snack application market.

How is the end market segmented?

The largest user of pistachios in Europe is the snack segment. Approximately 85% of imported and produced pistachios in Europe are sold as snacks, predominantly as roasted salty snacks. Pistachios kernels are also increasingly used by food processing industries as ingredients.

Figure 1: End market segments for pistachios in Europe

pfs_me_pistachios_-_picture_1.jpg

In 2018, the retail value of the savoury snacks market in Europe amounted to around €17 billion, which is nearly 1.5% of the total European food and drinks market. The largest market for savoury snacks in Europe is the United Kingdom, with an estimated value of around €5 billion. The most consumed salty snack in Europe is still potato chips, but nuts (including pistachios) are increasingly consumed and perceived as a healthier option. Snack nut consumption in the European Union increased by almost 80% between 2009 and 2018.

Within the snack segment, two different trends influence consumption. One is the development of different roasting flavours in order to diversify the offering and match it with different taste preferences. Until recently, pistachios were mainly roasted with salt only, but now pepper, chilly, onions, garlic and other spices are increasingly used. The second trend is the increasing range of pistachio kernels packaged for retail sale which can be used either as snack or as an ingredient in home cooking.

Food ingredient segment

The food processing segment accounts for roughly 15% of the European pistachio market. It is expected that this food processing segment will gain market share over the next several years. Several important product launches and developments are already described in the market analysis part of this study. The most common pistachio kernels users include the following:

The ice cream and dairy industry mostly uses pistachios in two ways. The most common one is the use of pistachio bits as an ice cream topping. Another product important for the ice cream industry in particular, is green coloured pistachio paste. In addition, the dairy industry uses pistachio paste as an ingredient in yoghurts and cream dessert products.

The confectionary industry mainly uses pistachio halves or pieces to produce chocolate bars and other chocolate snacks. In addition, pistachio paste is used in fillings or flavouring ingredients.

The bakery industry uses whole kernels, halves or pieces as an ingredient in cookies, pastries and Middle Eastern sweets (such as baklava or Turkish Delight). In addition, food ingredient suppliers use pistachio paste in combination with sweeteners and other ingredients to produce pistachio fillings.

Pistachio butter is a new product in several European markets and is promoted as more of a luxury product than peanut butter. Pistachio butter (or paste), is often imported in bulk and then branded and packaged as a retail product.

The pistachio kernel is also a common ingredient in “mortadella”, a type of sausage produced by the European food processing industry. Pistachio kernels are also increasingly used as toppings or ingredients in home cooking, as well as in the foodservice segment. This is especially relevant due to the increasingly popularity of Mediterranean and Middle-Eastern cuisine.

Some of the segments mentioned are not supplied directly by pistachio importers, but through food ingredient suppliers. Some examples in Europe include Boxon Food (Spanish-Turkish company specialised in nut pastes for the confectionary industry), Petrou Nuts (Greek company specialised in the supply of nut pastes and caramelised nuts) and Georg Lemke (German nut ingredient supplier).

Tips:

Monitor market developments within the European snack segment by visiting the news section of the website of the European Snack Association.

Visit Snackex, the only event in Europe which focuses completely on savoury snacks and snack nuts, to network with companies from the European snack segment.

Search the list of exhibitors of the specialised trade fair Fi Europe to find potential buyers for your pistachios within the food ingredient segment.

Through what channels do pistachios end up on the end-market?

Specialised nut importers represent the most important channel for pistachios in Europe. There are also several alternative channels, such as agents, food processors or food service companies.

Important players in the pistachio segment include roasting and packing companies. Some roasting companies have specialised in selling roasted, salted and spiced pistachios to packers in bulk. Some important roasting companies in Europe include Ireco (Luxembourg, no website), Intersnack (Germany/International), Max Kiene (Germany) and Trigon (the United Kingdom). Only recently, the company Wonderful Pistachios and Almonds (the United States), also started roasting and packing operations in Europe. Many packing companies have roasting facilities in their factories, enabling them to develop different products, which they can sell directly to consumer segments.

Figure 2: European market channels for pistachios

me_cashew_nuts_-_picture_2.jpg

Importers/wholesalers

In most cases, importers act as wholesalers. They very often sell pistachios to roasting companies which process pistachios and package them for sale to consumers. Some importers also have their own processing and packing equipment, so they can supply retail and foodservice channels directly. In most cases, food ingredient producers buy pistachio kernels from importers rather than importing them directly.

Importers are usually quite knowledgeable when it comes to the European market, and they closely monitor the situation in pistachio producing countries. Therefore, they are your preferred contact, as they can inform you in good time about market developments and can provide practical advice about exports. Pistachio importers normally import other types of edible nuts and dried fruit as well, so offering other products in addition to pistachios can increase your competitiveness.

For new suppliers, the challenge is to establish lasting relationships with well-known importers, as they usually already work with selected suppliers. Established importers perform audits and visit producing countries on a regular basis. Many new contacts find they must offer the same quality at lower prices than their competitors, at the start of the relationship.

The positions of the importers and food manufacturers are put under pressure by retailers. The higher demands imposed by the retail industry determine the supply chain dynamics from the top down. The pressure translates into lower prices, but also into added value in the form of “sustainable,” “natural,” “organic,” or “fair trade” products. As a result, transparency in the supply chain is needed. To achieve this, many importers develop their own codes of conduct and build long-lasting relationships with preferred developing country suppliers.

Agents/brokers

Agents involved in the pistachio trade typically perform two types of activities. Agents normally act as independent companies that negotiate on behalf of their clients, and as intermediaries between buyers and sellers. Typically, they charge commissions ranging from 2% to 4% of sales for their intermediary services.

Another activity performed by these parties is the supply of private labels for retail chains in Europe. For most developing country suppliers, it is very challenging to participate in the demanding private label tendering procedures. For these services, some agents, in cooperation with their pistachio suppliers, participate in procurement procedures put out by the retail chains.

Pistachios agent in the leading European markets include the following: MW Nuts (Germany), Temis (Italy), Pinfruse (Spain), Global Trading (Netherlands), QFN (Netherlands), and Nutfully (Belgium).

Retail channel

Retailers rarely buy directly from developing country exporters. However, there are some exceptions whereby close cooperation is established between European traders and pistachio suppliers. One example is the German Persian Food Import company which supplies Iranian organic pistachios directly to the German retail segment. Recently, the retail sector has become increasingly polarised, seeing a shift towards either the discount or high-level segments. Consolidation, market saturation, fierce competition and low prices are key characteristics of the European retail food market.

The leading food retail companies in Europe differ per country. The companies with the largest market shares are Schwartz Gruppe (Lidl and Kaufland brands), Carrefour, Tesco, Aldi, Edeka, Leclerc, Metro Group, Rewe Group, Auchan, Intermarché and Ahold (Delhaize, Albert Heijn and several other brands).

Foodservice channel

The foodservice channel (hotels, restaurants and catering establishments) is usually supplied by specialised importers (wholesalers). The foodservice segment often requires specific packaging of pistachios in weights of 1kg to 5kg, which is different from the requirements for bulk or retail packaging.

Mediterranean and Middle Eastern cuisines, healthy food and food enjoyment are the major driving forces in the foodservice channel in Europe. The fastest-growing business types tend to be new (healthier) fast food, street food and pop-up restaurants, as well as restaurants serving international cuisines and sandwich bars

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