Market Entry Opportunities

Lettuces
New Opportunities for Agriculture Kosovo 1

ALBANIA

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).
3

Albania Market Entry Strategy Albania lettuce market is small, but potential exists for Kosovo exports Cristal (Sallata Jeshile) most demanded variety Iceberg and Rocola imported low Small importers with minivans or mixed lodes. FOB prices in December April verage0.4 EUR/kg, in following months, 0.3 EUR/kg.

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

BOSNIA AND HERCEGOVINA

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

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

Target Customers 1.Frutis, Sarajevo 2.DA 4 Trade, Sarajevo 3.Vinojug, Sarajevo 4.Braca Ramic, Gradacac 5.AES Trans, Gradacac

BULGARIA

10

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 0.200.30/head all year Import duty tax 12% for 01-04-2011 - 30- 11

12

CROATIA

13

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

14

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

15

Target Customers 1.Con-Sors, Zagreb 2.Stjema, Zagreb 3.TMR Pasko, Zagreb 4.Gomolava, Zagreb 5.Setovia Voce, Zagreb

16

MACEDONIA

17

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 18 0.1 0.6/head.

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)

19

MONTENEGRO

20

Market Assessment Montenegro imports relatively low quantity of lettuce up to 60 mt/year, mostly in AprilMay, slight increase in August Their own production high season is OctoberApril (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.
21

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. Puterica packing in carton boxes of 5-7 kg. In long term if willing to target big hotels & Supermarkets Italian packing is a must.
22

Target Customers 1.Mont Valery, Podgorica 2.Red Commerce, Podgorica 3.Pop Fruit, Podgorica 4.Podgorica wholesale market

23

SERBIA

24

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

25

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;
26

Target Customers 1.Iceberg Salat Center - Surcin

27

SLOVENIA

28

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 29 Nov (12%)

Market Entry Strategy Very good potential in terms of quantities and prices, but problems related to distance and borders Export possible via Durrs 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 30

Target Customers 1.Geaprodukt, Ljubljana 2.DG69, Vrhnika 3.Bulc, Ljubljana 4.Bokat, Ljubljana 5.Frutis, Ljubljana 6.Dallas, Ljubljana 7.AL.KO Trade, Ljubljana
31