Market Entry Opportunities Lettuces

1. Market Entry OpportunitiesLettuces New Opportunities for Agriculture - Kosovo

2. ALBANIA

3. Albania – Market Assessment • Albania imports about 60 mt/yearly, Greece and Italy (99%), increasing trends • Largest imports are in January – April • Lettuce is imported small/mixed shipments – 1 mt • FOB prices of salads 0.3 – 0.7 EUR/kg, but on average 0.4 EUR/kg. • Imports mainly through mixed truck loads (larger and medium wholesalers) or small vans (smaller wholesalers).

4. Albania – Market Entry Strategy • Albania lettuce market is small, but potential exists for Kosovo exports • Cristal (SallataJeshile) most demanded variety • Iceberg andRocolaimported low • Small importers with minivans or mixed lodes. • FOB prices in December – April verage0.4 EUR/kg, in following months, 0.3 EUR/kg. • No specific packing requirements

5. Target customers – Albania Larger and medium size wholesalers (a list of potential buyers is provided).

6. BOSNIA AND HERCEGOVINA

7. Market Assessment • BiH is a net exporter , export in 2010 411t , main market Croatia • imports about 300 mt per year, mostly January-April • Imports are from Italy and Spain • Prices vary from €0.46 (April-May) to €1.14 (December) • Largest wholesale markets are Tuzla and Sarajevo • Imported lettuce market is driven by large supermarket chains • Green markets are still important for domestic producers

8. Market Entry Strategy • Potential exists for Kosovo lettuce exports to BiH • “Butter” variety head lettuce is the most preferred • Target large wholesalers in Sarajevo and Tuzla • Best prices are December – April • Italian lettuce has set the standard for packaging: 3 pieces per kg, 2 kgs per plastic box, shrink wrapped on pallet for transportation

9. Target Customers • Frutis, Sarajevo • DA 4 Trade, Sarajevo • Vinojug, Sarajevo • Braca Ramic, Gradacac • AES Trans, Gradacac

10. bulgaria

11. Bulgaria – Market Assessment • Bulgaria imports 250 tons; consumption 5,500 tons • Peak months for imports are December-April; • Small number of importers; • Large producers are also importers - specialized in supplying supermarkets • Imports of chopped lettuce in special packages • Wholesale prices in Sofia are € 0.20-0.30/head all year • Import duty tax – 12% for 01-04-2011 - 30-11-2011 • Transport costs for 20t refrigerated truck: € 800-1000 Kosovo.

12. Bulgaria – Market Entry Strategy • There is small possibility for penetration Bulgarian market – due to high domestic production and high entry duties • Potential for mixed & chopped lettuce, targeting supermarkets (Fansastiko, Billa, Picadilli, Kaufland) “Longer term scenario” • Retail prices are from € 1 to 2.5 for packaging of 250gr to 500gr.

13. Croatia

14. Market Assessment • Lettuce production well organized • imports cover 30% of consumption(10,681t) ,from Italy, Spain, B&H • Importers from Zagreb are the key contact points for the whole country • Largest imports are from Nov-April • Prices vary from €0.5 - €1.25/kg €Wholesale price

15. Market Entry Strategy • Potential exists for exports to Croatia • “Cristal” variety head lettuce is the most preferred followed by Iceberg and Buter head salad , potential for salad greens • Target large importers in Zagreb • Largest quantity imported in period November to April • Lettuce from Italy and Spain is packed in plastic crates 6 heads per crates 2 kg, on pallet shrink wrapped for transportation. Domestic producers still use wooden boxes

16. Target Customers • Con-Sors, Zagreb • Stjema, Zagreb • TMR Pasko, Zagreb • Gomolava, Zagreb • Setovia Voce, Zagreb

17. Macedonia

18. Macedonia - Market assessment • Domestic production 150 – 200t/year; imports in 2010 were 30t, but it is increasing every year as the domestic consumption increases; • Imports are mostly iceberg and leafy type lettuce that are not produced in Macedonia; • Imports are done by small importers in mixed truck loads’ • Highest price Feb-Mar and Sep – Oct price • Wholesale prices from February to October € 0.1 – 0.6/head.

19. Macedonia – Market Entry strategy • Market is small and prices are low – small possibilities for penetration on Macedonian market • Test export of small quantities of “domestic types” – September-October period through Kosovo “importers” – (short term) • Future potential for mixed & chopped lettuce, nitrogen packed – (Longer term)

20. Montenegro

21. Market Assessment • Montenegro imports relatively low quantity of lettuce up to 60 mt/year, mostly in April- May, slight increase in August • Their own production high season is October-April (green houses mainly Puterica). • Most imports are coming from Italy (Iceberg, Radic and Rocolla). • Import prices vary from €0.40 (April-May) to €1.5 (December- March) • Largest wholesalers located in Podgorica handle most of lettuce imports distributing it to the coast and big supermarket chain.

22. Market Entry Strategy • Limited potential for Kosovo exports to Montenegro because of relatively low imports and sufficient local production. • Some potential for smaller wholesalers that possess small refrigerated minivans, small quantities. • If targeting large importers send mix supplies in a truck e.i. 1-2 mt lettuce and several tons of other vegetables. • Putericapacking in carton boxes of 5-7 kg. • In long term if willing to target big hotels & Supermarkets Italian packing is a must.

23. Target Customers • Mont Valery, Podgorica • Red Commerce, Podgorica • Pop Fruit, Podgorica • Podgorica wholesale market

24. SERBIA

25. Market Assessment • Serbia imports ca 383 mt of all lettuces, and exports 119(t) • Iceberg retail 1.3 – 1.5€ • There are few big domestic producers and processors • Supermarkets well supplied with cleaned and chopped, modified atmosphere packed lettuce • Green Markets dominant for domestic producers

26. Market Entry Strategy • Potential for export lettuce during the summer period and during the winter to the processors (ICEBERG) • Potential for cooperation and contractual cooperation, • Sold through the supermarket networks distributed directly by the processor • Target : January –April and later November-December. • Retail prices are moving from 0.8 to 1.3 € for packaging of 250gr;

27. Target Customers • Iceberg Salat Center - Surcin

28. Slovenia

29. Market Assessment • Slovenia imports about 12,500 mt per year, mostly from Italy • Three largest retail chains (Mercator, Interspar, Tus) import directly from big producers. The rest of the imports are channeled through 5-10 major importers in Ljubljana • Strongest imports are from November to April, and the price FOB Kosovo is from €0.7 to €1.8 during this period • As an EU country, Slovenia imposes customs tariffs (for non EU) Kosovo from 1 Apr – 30 Nov (12%)

30. Market Entry Strategy • Very good potential in terms of quantities and prices, but problems related to distance and borders • Export possible via Durrës to Koper Slovenia by ferry • “Crystal” variety head lettuce is the most preferred, followed by “Endivia” and “Butter” • Target large wholesalers in Ljubljana • Best prices are December – April • Italian lettuce has set the standard for packaging: 3 pieces per kg, 2 kgs per plastic box, shrink wrapped pallet

31. Target Customers • Geaprodukt, Ljubljana • DG69, Vrhnika • Bulc, Ljubljana • Bokat, Ljubljana • Frutis, Ljubljana • Dallas, Ljubljana • AL.KO Trade, Ljubljana