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CHILEAN KIWI COMMITTEE comitedelkiwi@asoex.cl

CHILEAN KIWI AND INTERNATIONAL MARKETS. CHILEAN KIWI COMMITTEE comitedelkiwi@asoex.cl. I. GENERAL INFORMATION. CHILE. LOCATION: SOUTH AMERICA CAPITAL: SANTIAGO OFFICIAL LANGUAGE: SPANISH CURRENCY: CHILEAN PESO POPULATION: 16.763.470 VS FRANCE 65.073.482

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CHILEAN KIWI COMMITTEE comitedelkiwi@asoex.cl

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  1. CHILEAN KIWI AND INTERNATIONAL MARKETS CHILEAN KIWI COMMITTEE comitedelkiwi@asoex.cl

  2. I. GENERAL INFORMATION

  3. CHILE • LOCATION: SOUTH AMERICA • CAPITAL: SANTIAGO • OFFICIAL LANGUAGE: SPANISH • CURRENCY: CHILEAN PESO • POPULATION: 16.763.470 VS FRANCE 65.073.482 • AREA: 756,950 KM2 VS FRANCE 547,030 KM2 • GDP PER CAPITA: USD$14.000 VS FRANCE USD$32,600

  4. GENERAL INFORMATION OF THE INDUSTRY • OVER 7.800 FRUIT GROWERS (OVER 5 HA) • 600 KIWI GROWERS* • 518 EXPORTING COMPANIES • 154 KIWI EXPORT COMPANIES • OVER 1.300 IMPORTERS AROUND THE GLOBE • 640 KIWI IMPORTERS • 65% OF TOTAL PRODUCTION IS EXPORTED • 90% OF KIWI PRODUCTION IS EXPORTED • 10% OF KIWI PRODUCTION IS DESTINED FOR DOMESTIC CONSUMPTION, WASTAGE AND JUICE PRODUCTION. • MORE THAN 100 COUNTRIES IN THE WORLD IMPORT CHILEAN FRESH FRUIT • 62 COUNTRIES IMPORT FRESH CHILEAN KIWI Source: Servicio Gubernamental de Agricultura y Ganadería (SAG) / Asoex – Datos preparados por la Asociación Chilena de Exportación (Asoex) basados en informes de inspección desarrollados por las empresas exportadoras para su presentación al SAG *Approximation – ASOEX 2008

  5. PLANTED HECTARES - BY REGION 7 HEC. 495 HEC. 1931 HEC. 6637 HEC. 3875 HEC. 469 HEC. 38 HEC. 38 HEC. Source: CIREN, Decofrut – Estimation ASOEX - 2008

  6. CHILEAN KIWIFRUIT COMMITTEE • THE CHILEAN EXPORTERS ASSOCIATION TOGETHER WITH THE FEDERATION OF FRUIT GROWERS OF CHILE, HAVE FORMED THE CHILEAN KIWIFRUIT COMMITTEE. • REPRESENT 85% OF THE COUNTRY´S TOTAL KIWI EXPORTS TO THE WORLD. • MAIN OBJECTIVES: • IMPROVE PRODUCT QUALITY AND CONDITION THROUGH ENVIRONMENTALLY FRIENDLY AND SOCIALLY RESPONSIBLE WORK PRACTICES. • IMPROVE PRODUCT CONSISTENCY AND HOMOGENITY. • IMPROVE THE PERCEPTION OF CHILEAN KIWIFRUIT AND GENERATE PRODUCT IDENTITY • ENSURE THE END CONSUMER A GREAT EATING EXPERIENCE. • STRATEGIC AIMS FOCUSING ON KEY DEVELOPMENT AREAS: • PRODUCTION • QUALITY AND POST HARVEST METHODS • MARKETING AND COMMERCIALIZATION

  7. CHILEAN KIWIFRUIT COMMITTEE • KEY ACHIEVEMENTS TO DATE:  • MATURITY ASSURANCE PROGRAM: • IMPLEMENTED UNDER THE OBJECTIVE OF DEFINING MINIMUM MATURITY STANDARDS FOR HARVESTING. • PROGRAMS CURRENTLY BEING IMPLEMENTED: • DIAGNOSIS OF MAIN PROBLEMS AND NEEDS OF THE SECTOR. • DEFINITION OF RESEARCH AND INNOVATION PROGRAMS. • DEVELOPMENT OF TECHNICAL MANUALS AND GOOD PRODUCTION AND CONSERVATION PRACTICES • TRAINING AND EDUCATIONAL GROWER PROGRAMS • QUALITY ASSURANCE PROGRAMS • MARKETING AND PROMOTIONAL STRATEGIES IN KEY INTERNATIONAL MARKETS

  8. BOARD OF DIRECTORS EXECUTIVE COMMITTEE GENERAL COORDINATOR ADVISORS PRODUCTION COMMISSION QUALITY AND POST HARVEST COMMISSION MARKETING AND PROMOTION COMMISSION Source: Chilean Kiwifruit Committee

  9. II. HISTORICAL TRENDS

  10. CHILEAN RANKING AS KIWI GROWER • CHILE IS LOCATED #4 AS KIWI GROWER AT AN INTERNATIONAL LEVEL (2006) • CHILE REPRESENTS 10% OF THE WORLD’S TOTAL KIWI PRODUCTION. • Source: World Kiwi Report 2007 • Consider by Year Calendar 2006

  11. PLANTED AREA OF FRESH FRUIT • TOTAL AREA PLANTED AND IN PRODUCTION 261.614 HECTARES • KIWIS REPRESENT 5% OF TOTAL PLANTED AREA WITH 13,490 HECTARES. • TABLE GRAPES, AVOCADOES AND APPLES ARE THE MAIN SPECIES PLANTED (31% SHARE) • MAJOR GROWTH AREAS, BLUEBERRIES, AVOCADOES, KIWIS AND CHERRIES. Source: http://www.censoagropecuario.cl/noticias/08/6/10062008.html y ASOEX 2008

  12. CHILEAN KIWI PLANTED AREA AND PRODUCTION 1997-2007 PRODUCTION (10.000 mt) AREA (1.000 ha) Source: World Kiwfruit Review 2008

  13. POSITION OF CHILE IN FRESH FRESH FRUIT EXPORTS SPECIES S. HEMISPHERE WORLD KIWIS N°2 N°3 TABLE GRAPES N° 1 N° 1 PLUMS Nº 1 Nº 1 AVOCADOS Nº 1 Nº 2 RASPBERRIES N° 1 N° 3 PEACHES / NECTARINES N° 1 N° 4 APPLES N° 1 N° 5 BLUEBERRIES N° 1 Nº 5 PEARS N° 3 N° 9 Source: FAO Stats Book 2005

  14. EXPORTED PRODUCTS (TONES) Source: ASOEX 2008

  15. EXPORT EVOLUTION (TONS) -0,07% 12.7% Stats up to 2008-2009 season. Source: Servicio Gubernamental de Agricultura y Ganadería (SAG) / Asoex – Datos preparados por la Asociación Chilena de Exportación (Asoex) basados en informes de inspección desarrollados por las empresas exportadoras para su presentación al SAG

  16. MARKETS– 2008 / 2009 (TONS)* FRESH FRUIT MARKETS KIWI MARKETS Source: Servicio Gubernamental de Agricultura y Ganadería (SAG) / Asoex – Datos preparados por la Asociación Chilena de Exportación (Asoex) basados en informes de inspección desarrollados por las empresas exportadoras para su presentación al SAG *Figures consider exports to 24th of August 2009

  17. THANKS

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