Horticulture in the Netherlands

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Horticultureinthe Netherlands

• Jos Leeters
• Nong Lam University, HCMC
• 05-01-2011

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Programme

• Introduction
• have clear understanding about the Netherlands
  and about horticulture
• DVD Dutch agribusiness
• Presentation / lecture
• Statements and discussion
• conclusions
• compare Vietnam with
• the Netherlands

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After this seminar

• You have insight how the Dutch horticulture has
  been developed in history and is organised
  nowadays
• You have insight in the EU and the global supply
  chain of horticultural products and its trends

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Question 1

• The Netherlands is a European country and is one
  of the 27 countries in the EU. Besides the
  official name the Netherlands, many people use
  the name Holland.
• The size of the Netherlands is
• 3 times smaller than Vietnam
• 8 times smaller than Vietnam

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Answer 1

• The size of the Netherlands is
• B. 8 times smaller than Vietnam
• VN 331,000 km2 87 million people
• NL 42,000 km2 17 million people

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Question 2

• The name Netherlands has to do with
• The fact that the first inhabitants never could
  find a mountain
• The fact that 20 of the country is below sea
  level

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Answer 2

• The name Netherlands has to do with
• B. The fact that 20 of the country is below sea
  level

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Question 3

• Neighbour countries of the Netherlands are
• Belgium and Germany
• Germany and Iceland

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(No Transcript)
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Question 4

• Two other countries in the EU are
• Italy and Greece
• Spain and Morocco

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Answer 4

• Two other countries in the EU are
• Italy and Greece

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Question 5

• The national symbol of the Netherlands is
• Orange lion
• Blue wooden shoe
• Green windmill

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(No Transcript)
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Question 6

• Horticulture is a
• Capital, labour and knowledge intensive sector
• Capital, labour and knowledge extensive sector

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Answer 6

• Horticulture is
• Capital, labour and knowledge intensive

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Question 7

• Examples of horticultural products are
• Cut flowers, interior ornamental plants, fruit,
  tea, rubber
• Cut flowers, exterior ornamental plants,
  vegetables, mushrooms

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Answer 7

• Examples of horticultural products are
• B. Cut flowers, exterior ornamental plants,
  vegetables, mushrooms

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DVD

• Highlights of
• Dutch Agribusiness
• Holland.
• Small country, great partner.

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History

• Dutch people have been traders since long ago
• Dutch people had to fight for their land and are
  keen to use the land economically
• Dutch people are prepared to share knowledge
• Dutch people cooperate to become stronger

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The Netherlandsturntable of trade incut
flowers

• 2009
• production value 1,900,000,000
• import value 800,000,000
• export value 3,200,000,000

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The Netherlandsturntable of trade infresh
vegetables

• 2009
• production value 1,900,000,000
• import value 1,400,000,000
• export value 4,100,000,000

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Turntable of trade in fresh fruit, fresh
vegetables, cut flowers and ornamental plants

• 2009
• production value 8,000,000,000
• import value 7,900,000,000
• export value 14,600,000,000

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Supply Chain

• NL declining position in cultivation
• NL increasing position in
• breeding
• trade

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Cut flowers worldwide5 main exporting countries

• The Netherlands Rose, Chrysanthemum, Tulip, Lily
• Colombia Rose, Carnation
• Kenia / Ethiopia Rose, Carnation, summerflowers
• Ecuador Rose
• Israel Green fillers, Rose

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Flower sales Europe

• 2009 gt 14 billion
• 50 flower shop
• 26 supermarket
• 2016 gt 20 billion ( 3 / year)
• 47 flower shop
• 29 supermarket

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The EU

• 27 countries (since 2007)
• gt 500 million consumers
• EURO () common currency for 17 states
• Largest trading bloc in the world
• (over) regulated market
• 27 different countries !!!!

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Different cultures

• In Germany everything is forbidden unless it is
  allowed
• In the United Kingdom everything is allowed
  unless it is forbidden
• In France everything is allowed even if it is
  forbidden

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Driving forces for global developments
innovations

• the market
• consumers in developed markets
• quality (color, appearance, vase life, )
• (year round) availability
• environment, social issues
• consumers in emerging markets
• retail
• power of supermarket chains
• efficiency
• efficiency (note energy costs, labour costs)
• technology

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Dutch sector organisation

• Historical triangle
• applied research
• extension
• education
• Entrepreneurship (global trade orientation)
• Cooperative approach auctions (since
  1870s)

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Auction system

• From farmers
• For farmers
• (Still) owned by farmers
• Managed by professionals
• logistic specialists
• marketeers
• .
• Strategy be the leading
  market place

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The fruit vegetables market in the EU

• big, promising, but difficult
• sold in EU
• 80,000,000 tonnes fresh fruit
• 65,000,000 tonnes fresh vegetables
• changing population
• changing eating and food habits
• well supplied importers

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Consumption trends

• Health (including safety)
• Convenience
• washed, pre-cut, pre-packed, portioned,
  ready-to-cook, snacks, etc.
• Exotic, tropical, ethnic
• CSR corporate social responsibility Organic
  Fair trade
• Higher living standard lower consumption of
  fresh products
• Out of home market (restaurants, hotels,
  catering, )

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Retail structure

• 75-80 through supermarkets
• 20-25 through other retail
• small retailshops
• open / ethnic markets
• Conclusion main decision makers are in the
  supermarket channels

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Today the consumer gets

• Fruit and vegetables all year round
• Uniform quality
• Various certificates (GlobalGAP, HACCP, )
• Variety
• Numerous types of produce (varietal differences)
• Exotic fruits vegetables
• Safety
• Improved technology and knowledge
• Information

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Tomorrows consumer wants

• Good labour standards for the people in the
  factory (social accountability - CSR)
• A fair deal for small farmers from developing
  countries (fair trade)
• Produced with full consideration for the
  environment (ISO 14001)
• The product is produced locally to where he/she
  lives (foodmiles)

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Statement 1

• Vietnam should be the Asian no. 1 producer of
  safe vegetables in 2020
• YES or NO

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Statement 2

• Vietnam has similar characteristics as the
  Netherlands (trade orientation, heart for its
  land, cooperative approach). It can develop a
  long term strategic partnership with the
  Netherlands and can have a similar future
  position in horticulture as the Netherlands.
• YES or NO

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Statement 3

• Consumers and supermarkets require high quality
  and safety standards. Its very difficult for
  small farmers to meet these requirements.
  Consumers and supermarkets should accept lower
  quality from producers in developing countries.
• YES or NO

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Jos Leeters

• www.vanhall-larenstein.com
• www.wur.nl
• jos.leeters_at_wur.nl