| While
Argentina
and
Uruguay
already present exact data regarding their organic production, which
facilitates the flow of business,
Brazil
still has no register for its organic production chain. This point
was raised during the address of Celina Vargas, director of
SEBRAE-RJ.
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SEBRAE,
with its far-reaching network covering the whole of
Brazil
, serving every State through its branches and a radio station, will
be an important partner in this enterprise to promote the creation of
a database for the organic production chain. Celina also pointed out
Brazil
’s position as an investment target, and mentioned our biodiversity
as a competitive advantage to be exploited.
A
database covering the Brazilian organic production chain will be one
of the topics of the Pro-Organic Program, Rogério Dias, of the
Agriculture Ministry, declared.
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Producers’
Markets, Homes, School Meals, Industrial Meals, Stores and Restaurants
grow as sales channels.
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Producers’
markets and home deliveries are increasingly important sales
channels for organic products. The presentations given by Sítio
do Moinho, Sítio a Boa Terra (
Brazil
) and Rincón Orgánico (
Argentina
) dealt with home delivery, each with its characteristic delivery
operation. |
|
Jefferson
Steinberg (AAO), Roberto Selig (ABIO) and Paulo Lenhard (ECOVIDA)
spoke about the growth of producers’ markets, where organic
producers have direct contact with consumers, stimulating trust
and client loyalty.
Roberto
Selig (ABIO) raised the issue of plastic packages as a problem yet
to be solved, because their use sends consumers a contradictory
message.
Wilson
Schmidt’s presentation about School Meals had a positive effect,
making the representatives of municipal governments sensitive to
the idea of studying the organic option in respect of their
schools.
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An
example of Organic Produce Markets presented by Paulo
Lenhard (ECOVIDA) |
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Regarding
school meals, the
Rio de Janeiro
State
Secretary for Agriculture, Christino Áureo, announced in his
September 9 address that organic products would be included in the
meals supplied by the State schools before the end of the current
year.
Nora
Pouillon spoke of her experience with her restaurant, Nora’s,
the first certified restaurant in the
USA
, with 95% of the products being certified – including the
tablecloths!
Carolla
Strassner (
Germany
) presented case studies involving restaurants, hotels and inns in
various countries that offer organic products as an added value to
their services, with the innovative approaches and solutions found.
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Supermarkets
cannot yet offer a mix of organic products to satisfy consumer demand |
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Jorge Jorqueira (
Peru
) talked about Eco-Lógica, composed of 25 members –
producers, NGOs and Associations –
supplying supermarkets in
Peru
. Jorge said that certification is required in order to supply the
supermarkets.
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On
the Supermarket Panel, Ana Maria Fanelli, of Supermercado Santa
Luzia (
São Paulo
), spoke of the strong participation of vegetables and fruit in
total sales of organic products and pointed out interruptions in
supply as one of the problems yet to be solved. |
|
Arnaldo
Eijsink (Carrefour) and Jaime Xavier (Zona Sul) brought with them
consumer research data. Arnaldo also showed the growth in organic
meat consumption.
Jaime
Xavier explained how the Zona Sul supermarket chain, by means of a
sophisticated database, was able to measure the demand for organic
products among its consumers, showing the districts where there is
greater demand for certain products.
Zona
Sul’s space at BioFach América Latina was one of the busiest, not
only because it offered organic salads made by Chef Joel Guérin for
the public to taste, but also owing to the contacts made between
producers and the company itself. |
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Tasting
Organic Salads in the Zona Sul Space within BioFach América
Latina
2004
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Research
shows the challenge of structuring strong local markets and
adding value to traditions. |
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Maria
Fernanda Fonseca (Pesagro) and Carlos Armênio (IAPAR) showed the
importance of investing in research for the development of the
Brazilian organic sector. Both promote projects in partnership,
with a view to promoting small production units and technological
improvement. |
|
Pipo
Lernoud (
Argentina
), Ricardo Trippia (Embrapa) and Alberto Levy (IMO/IFOAM) brought
studies and research focusing mainly on the small producer. Pipo
reminded the audience of the need to preserve regional cultures in
times of globalization. Ricardo
Trippia’s presentation showed EMBRAPA’s network project "Technological
Development of Sustainable Agricultural Production", in which 135
researchers take part. |
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On
the Latin American Panel, coordinated by Pedro Landa (Certificadoras
Latinoamericanas), the BioFach América Latina Project was presented
by Udo Censkowsky and Alvaro Werneck. This project includes the
BioFach América Latina seminars, which are part of a Latin American
network for the interchange of experiences. These seminars will be
publicized, from October 2004 on, at the BioFach América Latina
website.
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Pedro Landa gave a
presentation on Organic Certification in
Latin America
, during which he pointed out that most Latin American organic
products are exported without any added value.
Graciana
de Grau (Eurocentro/Mendoza) and Emilio Ruz and Pedro Gomez (PROCISUR)
talked about the need for more efficient strategies in order to
consolidate the markets that Latin America has already won. The next
BioFach América Latina, to be held in 2005, is to be the forum for
the presentation of themes already raised on September 8,
2004, in
room A.
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Pedro Landa (
Certificadoras Latinoamericanas), Graciana de Grau (Eurocentro),
Udo Censkowsky (Mercabio) and Alvaro Werneck ( Planeta Orgânico) |
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The
dynamic strength of organic markets in Europe and
Asia
are opportunities for Latin American producers |
|
| Udo
Censkowsky’s opening speech on September 9 presented
statistics relating to the organic markets in Europe and
Asia
.
One
of the tables presented shows the different stages that organic
markets have reached in
Europe
.
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As
mentioned at the beginning of this report, Celina Vargas sought to show,
within the limited data available, a Profile of Organic Brazil. Even
though official statistics are not available, we can already say that
Brazil
will take an important position in the international organic scenario. |
|
Katherine
DiMatteo (USA) showed that the organic market is the fastest-growing
segment in food sales in her country (20% in 2003), and almost 44% of
the population already consume organic products. |
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|
Planeta
Orgânico was publicizing BioFach Latin America 2005 at
BioFach
America
in
Washington
, from October 15 to 17, 2004. |
 |
Click
here to book your space at BioFach América Latina 2005 |
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| Bernward
Geier (IFOAM) considers it impossible for organic and GM products to
co-exist, going against the argument that GM products are
necessary in order to fight hunger in the world. "Organic
farming is not a luxury, but the only possible solution to fight
hunger and poverty", Bernward Geier said.
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The
production of the State of
Paraná
and its investment in creating the Paraná Center of Reference in
Agro-ecology were presented by Iniberto Hammerschmidt and Filipe Braga
Farhat. The creation of this
Center
of
Reference
reflects the commitment of the Paraná State Government to organic
agriculture.
The
Rio de Janeiro
State
Secretary for Agriculture, Christino Áureo, pointed out that, in the
past, organic agriculture had not received the encouragement it has
obtained from the current government. He presented the conditions
offered by the Cultivar Orgânico program, with an annual rate
of 2% – the lowest in
Latin America
, according to Christino.
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Marcio
Montella presented Banco do Brasil’s credit lines for organic
production, as well as the Bank’s activities relating to agriculture.
Next, Pedro Santiago and Rogério Dias, representing the Ministry of
Agriculture, presented the Organic Agriculture Development Program to
which Minister Roberto Rodrigues had referred during the event’s
opening ceremony. |
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The
Social Dimension of Organic Agriculture |
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Walter
Bianchini (Agrarian Development Ministry) spoke of the PRONAF
credit lines for family farming and the technical assistance and
training programs related to organic farming. Vital de Carvalho Filho
and Jean Pierre Medaets also spoke on behalf of the Agrarian
Development Ministry, pointing out the efforts made by that Ministry
in promoting the inclusion of family farming in the national and
international markets for organic products. Family farms occupy over
30% of the country’s territory. |
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Also
within the concept of the Social Dimension of Organic Agriculture,
Agropalma and Fazenda Tamanduá presented their cases. Agropalma
showed how it implemented the cultivation of organic palm in the
Amazon region, and the company’s commitment to social and
environmental responsibility, which already results in exports to the
USA
.
Fazenda
Tamanduá, certified as a Demeter property, highlighted social
activities and the promotion of culture and leisure, which earned the
farm the Fairtrade certification in November 2003. Fazenda Tamanduá
has been exporting to
Europe
since 2002, and is also betting on the domestic market with its
mangoes, cheeses and honey. |
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May
Waddington presented the case of the quebradeiras (women who
break babassu nuts) of Maranhão, with a video display showing the
work of their cooperative in recovering the soil worn out by cattle
raising activities.
Angela Küster spoke about the project developed
by the DED in partnership with the Konrad Adenauer Foundation for
the promotion of family farming, with concrete results in the
North-Eastern region of
Brazil
.
Alexandre Harkaly spoke about the launching of
the ECO-SOCIAL seal, intended to complement organic certification.
The consumer trend to seek information about companies’ social
responsibility was the driving force for the IBD to create this
complement to its certificates.
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The
Development of Organic Markets in
Brazil
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| On
the morning of September 9, room A was filled with discussion of
the topic The Development of Organic Markets in Brazil,
with Fabio Ramos (Agrosuisse) acting as moderator. Renato
Hauptmann, on behalf of AECO, presented the mission and
aims of the Certified Organic Agribusiness Association. Next,
representing the Organic Agriculture Group (GAO), Rogério Rosa
pointed out GAO’s current task, that of contributing to the
construction of fundamental legislation for Organic Agriculture,
which is essential for the sector’s consolidation. |
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| Nelton
Friedrich introduced Itaipu Binacional’s Organic Farming
Project, with emphasis on the CULTIVANDO ÁGUA BOA (Cultivating
Good Water) program, which is being implemented in the Paraná
III river basin. Nelton pointed out the dangerous situation in which
we live, due to neglect for the quality of water.
Brazil
has 53% of
Latin America
’s water resources.
Walmir
de Oliveira (COOPERVIDA-Bahia) explained how the Organic Family
Farming Cooperative for the Semi-Arid Region, founded in 1999, was
formed, its results up to the present and its plans for the future.
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| Helmar
Potraz presented the history and the project of the organization
APSAD-VIDA, in the
Municipality
of
Santa Maria
do Jetibá, which chose organic farming as its production
method as far back as 1985, and received the Mario Covas Award for
the best project in the South-Eastern Region. Nílton
Salomão (EMATER-Rio) presented the CULTIVAR ORGÂNICO Program and
highlighted the performance of the Municipality of São José do
Vale do Rio Preto (RJ), which also earned an award (for Best
Local Management Practices) from the National Savings Bank (Caixa
Econômica) for its organic production. |
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| Martin
Gardemann (DED, DEG and Nuremberg Global Fairs/BioFach) presented
German cooperation efforts in support of family farming, seeking to
interest potential partners in the marketing issue and to stimulate
discussion regarding the encouragement of public policies relating
to ecological agriculture. |
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Organic
Products & Consumer Awareness
|
| At
BioFach América Latina 2004, the morning of September 10 was
taken up with talks dedicated to consumers and their behavior. |
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|
Moacir
Darolt made an inter-active presentation with the audience, which
started with a relaxation exercise. Next, Darolt spoke about
consumer habits and the characteristics of two types of organic
consumer: the new consumer (occasional) and the old consumer
(regular).
Darolt
introduced the experience of ACOPA (Paraná Organic Consumers
Association) and the positive results this Association has
achieved among consumers.
Among
the difficulties indicated by Darolt for the growth of the sector,
one of the main ones is the lack of information to the consumer. |
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On
behalf of Planeta Orgânico, Maria Beatriz Martins Costa presented the
results of research carried out by this portal, and also consumer
trends for this decade. The growing concern among consumers regarding
the source of products and the behavior of companies in relation to
social and environmental responsibility are factors that help to
strengthen the organic sector.
At
the end of her presentation, Maria Beatriz stressed the strength of
the consumer, especially when he knows "what happens when you
choose an organic product."
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Marcos
Palmeira (Fazenda Vale das Palmeiras) gave a presentation that won the
audience over due to the frankness of his statements. Having recently
arrived from a car trip to Goiás, Marcos said he was shocked by the
devastated landscape he saw along the road. Eroded land, monoculture
and burned vegetation were constantly seen along the way.
His
commitment to the organic movement gained new strength from this
journey; and the production of Fazenda Vale das Palmeiras (biodynamic)
was presented to the public.
Marcos
stressed the importance of events such as BioFach América Latina,
which bring together representatives of the whole production chain. "Those
who have taken part in this BioFach Fair will be proud to say they
were here, and those who did not will regret not having come!..."
said Marcos Palmeira. |
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| APEX
Seminar
|
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| The
Japanese Market for Organic and Natural Products |
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Japan
is considered the
third largest consumer market for organic and natural products, and
experts believe that this demand will grow in the coming years.
APEX held a seminar to analyze this market’s profile, its
opportunities and challenges. Hiroyuki Yokoyama (JETRO), Liliane Rank (APEX-Brasil),
Fernando Augusto de Souza (KORIN) and Sebastian Sala (CAPOC-Argentina)
took part in this Seminar.
|
|
Mr.
Hiroyuki Yokoyama presented JETRO’s Program for the Promotion of
Organic Food Exports to
Japan
. JETRO (Japan External Trade Organization) is the official Japanese
foreign trade entity.
According
to Mr.Yokoyama, the Japanese market for organic and natural products
is expanding rapidly, but with a lot of competition and well educated
consumers concerned with health and food safety.
"It
is essential to fulfill terms and it is very difficult to recuperate
confidence once it is lost", Mr.Yokoyama said.
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Da esquerda para a
direita: Sebastian Sala ( CAPOC),
Hiroyuki Yokoyama (JETRO), ao centro a tradutora oficial de
japonês/português, Liliane Rank ( APEX) e Fernando Augusto de
Souza ( KORIN) |
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Liliane
Rank visited Japan, by invitation of JETRO, from October 9 to 22,
2003, learning about all aspects involved in the sale of organic food
(certification, marketing, production chains, etc.) in that country.
Liliane explained the characteristics of the Japanese consumer and the
export requirements, as well as the JAS certification. She also showed
data related to the Japanese food market.
|
| Fernando
Augusto de Souza (Director of KORIN) spoke of KORIN’s
experience with its exports of free range chicken to
Japan
.
During his presentation, Fernando mentioned three
important rules, which should be remembered by every
entrepreneur before thinking of exporting his products
to Japan:
1 -
Patience
15
versions of labels for the chicken were designed. Attributes
and Values concerning quality perception: Korin’s View: Raised
without the use of antibiotics and artificial growth promoters;
Importer’s View: 100% vegetable feed.
2 - Planning
It
is very important to obtain maximum information on the Japanese
market.
E.g.: Average chicken weight in
Brazil
: from
1.8 kg
to
2.2 kg
.
Average chicken weight in
Japan
: from
1.0 kg
to
1.4 kg
.
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KORIN
chicken exported to
Japan
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3 - Preparation
The
labels had to be translated into the Japanese language (linguistic and
cultural adaptation);
The Korin brand was maintained in order to preserve identity and
traceability;
The term “Premium” was included to promote recognition of quality
and differentiation.
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Sebastian
Sala (director of the Cámara Argentina de Productores
Certificados - CAPOC) gave an address on "The JAS
Certification as a tool to access the Japanese Market".
Since
April 2001, every organic product sold in
Japan
must have the JAS seal, whose requirements are altered every 5
years. Changes are expected in the 2004/2005 period.
Sala explained that the Japanese Ministry
for Agriculture, Forestry and Fishing sets the norms and
authorizes certifiers, while the Center for Food Quality,
Labeling and Consumer Services controls certifiers so that
they fulfill the JAS requirements.
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