The German Market for

Fresh Tomatoes
Target Market Confi rmation Study

Conducted by CAMIB for USAID/CNFAs

Agribusiness Development Project
August 2006

TABLE OF CONTENT
KEY OBSERVATIONS AND RECOMMENDATIONS...........................................................................1
Production Trends...................................................................................................... 2
Import trends............................................................................................................. 2
Organic tomatoes...................................................................................................... 3
Market Access............................................................................................................ 3
Tariffs......................................................................................................................... 3
INFORMATION ON COMPANIES INTERVIEWED.............................................................................4
SOURCES OF SUPPLY AND IMPORT SEASONALITY........................................................................4
MAJOR CLIENTS AND MARKETS.............................................................................................. 5
Organic tomatoes...................................................................................................... 6
PRODUCT REQUIREMENTS AND PREFERENCES...........................................................................7
Varieties and trends................................................................................................... 7
Size............................................................................................................................ 8
Packaging.................................................................................................................. 8
Labeling................................................................................................................... 10
Organic Tomatoes.................................................................................................... 10
Quality/certification requirements...........................................................................10
Food safety, quality and environment-consciousness..............................................11
Quality, Transport and Storage...............................................................................11
PRICES........................................................................................................................... 12
Marketing and price................................................................................................. 12
Organic tomatoes.................................................................................................... 13
Major competitors.................................................................................................... 13
MOLDOVAN FRESH TOMATOES: BUYERS PERCEPTIONS AND RECOMMENDATIONS............................13
ORGANIZATIONS, INSTITUTIONS AND CERTIFIERS IN THE ORGANIC SECTOR....................................15
LIST OF REFERENCE MATERIALS........................................................................................... 16
ANNEX 1. IMPORT VOLUMES/ VALUE/ PRICE BY MAJOR SUPPLIERS, 2001-2005.............................17
ANNEX 2. GSP+ IMPORT TARIFFS TO EU FOR 2006.............................................................18

Key observations and recommendations

With a population of 82.5 million people and an average GDP per-capita approaching
$35,000 per year, Germany has one of the highest living standards in the world, and
the largest market for fresh fruits and vegetables in Europe. However this market is
highly competitive, and despite relatively high wages, consumers are cost conscious.
As a result, Germany is one of the most heavily discounted markets in Europe, with
discount stores accounting for 40% of fresh fruit and vegetables sales, and continuing
to increase their share of consumer spending.
Tomato production in Germany is relatively low, and imports high. In 2005 624,320MT
of tomatoes were imported almost all of which were from supplying countries within
the EU. Existing tomato suppliers have established long term partner histories and
well-developed distribution networks with German clients, and as mentioned above
the majority of tomatoes are supplied from within the EU.
Fruit and vegetable distribution within Germany is well organized, with various
channels of movement ensuring fast and highly efficient delivery of products.
Although direct purchases from suppliers may occur, most retailers prefer to deal with
a local importer/distributor.
The range of tomatoes offered by retails is extensive.
There are four major types ordinary round/salad tomatoes, large slicing or beef tomatoes, cherry tomatoes, and
plum-shaped tomatoes. Any or all of these tomato types may be sold loose as
individual fruits, as clusters on vines, or pre-packed into retail sized packages. The
range of tomatoes offered by a retailer can give the consumer 16-18 choices, or more.
Ordinary round/salad tomatoes, sold loose, generally have the lowest value, and their
price is most affected by market supply and demand.
Consumer concern about agro-chemical residues is strong in Germany, and
particularly relevant for fresh consumed products, including tomatoes. Consumers, not
only demand high quality products, but are also concerned with how products are
grown, from the environmental aspect. This consumer concern for food safety and the
environment has lead to certified schemes for Good Agricultural Practice such as
EUREPGAP.
In Europe, Germany is the country with the longest tradition in organic farming and
marketing, and is also one of the largest importers of organic products. Until relatively
recently, the organic market was a niche market, but food safety crisiss in recent
years and rising health awareness among German consumers have had a positive
impact on the organic market. As a result of the increase in consumer interest in
organic food, large supermarket chains entered the field significantly over the past
few years. The supply of organic vegetables at wholesale level is currently very varied:
year round, retailers can order at least 100 different vegetable products. Tomatoes,
are among the most important specialty vegetables1.
In order to enter the organic market for tomatoes, producers need to grow their
products according to protocols issued by organic certification organizations
acceptable to German buyers, and to be certified by the scheme.
In addition, growers/exporters should understand that organically produced
vegetables have to conform to EU Quality (Marketing) Standards in terms of product
appearance, grading, and packaging.
Given this intensive competition, the potential for Moldovan exporters to both gain and
maintain market share for tomatoes exports to Germany is limited, and will involve
significant challenges.
Moldovan exporters suppliers wanting to enter this market must build good trading
relationships with experienced, successful, trading partners, and should be aware of
1

Source: FAO report published on http://www.fao.org/DOCREP/004/Y1669E/y1669e09.htm

stringent quality and quantity requirements, required frequency of deliveries of

tomatoes, product requirements - type and variety of tomato, grading, packing,
handling (coldchain), requirements and importers individual preferences, including
certification schemes for food safety.

Background
Production Trends
World production of tomatoes was 125 million MT in 2005, 17.3% more than in 2001.
Based on average production figures from 2001 to 2005, the top 10 tomato producing
countries are China, USA, Turkey, Italy, Egypt, India, Spain, Iran, Brazil and Mexico.
China is the biggest tomato-producing country in the world with 26% of world
production (32 million MT) in 2005, and the fastest growth in production, which
increased by 32% from 24million MT in 2001 to 32million MT in 2005.
EU(25) countries produced 17 million MT of tomatoes in 2005. The top five tomato
producers (Italy, Spain, Greece, Portugal and The Netherlands), accounting for 90% of
the EUs total production. Italy is the EUs biggest tomato-producing country producing
7.8 million tons, 45% of total EU production.
Germany is not a major tomato producer and ranks only 12 th among the EU tomato
producing countries, with 56000MT (0.32% of EU production) in 2005. (Source: FAO
stats). Tomatoes are grown mainly in glasshouses. German Federal Ministry of Food,
Agriculture and Consumer Protection statistics for 2005 indicate that 4.7% percent of
the total agricultural area in Germany is organic.

Import trends
Fresh tomatoes are the most important fresh vegetable imported into Germany in
terms of volumes. In 2003, 674000MT were imported, followed by 712000MT in 2004,
and 623500MT in 2005 (Source: Eurostats).
The overwhelming majority of tomato imports into Germany are from other EU
countries (Intra-EU imports), with only small volumes coming from outside of the EU
(extra-EU imports). For example, in 2005, 623500MT were from within the EU, and
only 843MT (less than 1%) from countries outside of the EU.
Table 1: Germanys EU25 Extra and Intra Imports of Tomatoes (MT), 20042005

Source: Eurostats
Within Europe, the largest suppliers of fresh tomatoes to Germany over the last three
years were the Netherlands, Spain, Belgium, Italy, and France. See Figure 1 below.
Small quantities were also delivered by Austria and Poland. 2

During the period 1999-2003, a total of 126MT of tomatoes from Moldova were supplied to the EU,
mainly to the Baltic States.

Figure 1: Share of major fresh tomatoes suppliers to Germany, MT 20032005

Source: Eurostat

Organic tomatoes
Demand for organic products is much higher than organic production in Germany.
Forty-five percent of all organic fruits and vegetables sold in Germany are imported.
In Germany, the main supply countries for organic vegetables, including tomatoes, are
Spain, France and Italy, while imports from the other countries are less important (eg
Israel).
Table 2: Overview of organic tomatoes supply in Germany by origin
Produ
ct
Tomato

Countries of Origin

Quantities imported (Estimates)

Germany, Holland, Italy, France,

Spain, Israel

German tomatoes only in the summer

months, around 80-90% imported

Sources: FAO report, 2001

Market Access. All imported food products must comply with EU and German food
regulations on ingredients, labeling and packaging, and all fresh produce must be
accompanied by a Phytosanitary Certificate issued in the country of production. In
addition, there may be phytosanitary checks at the point of import.
Tariffs. EU policy allows free movement of goods and capital within EU member
countries, and sets common tariffs on goods imported from non-EU countries. The
Common Customs Tariff (CCT), is an ad valorem tariff, payable only once, at the point
of entry into the EU. Rates differ for different products, from different regions (subject
to different trade agreements) and often at different times of the year. The customs
value of a consignment is the product price plus transportation costs.
When exporting to the EU3, there are two possible tariffs which may be applied to
Moldovan fruits and vegetables.
A. The General Tariff
B. The Specific Rate of Duty which is linked to a Minimum Entry Price system, and
applied to only 16 crops, including tomatoes.
Moldova benefits from the Generalized System of Preferences Plus (GSP+) system
granted by the EU, which sets a 0% General Tariff, on some products, during some
periods of the year. However, tomatoes are not included in the GSP+ system, and
3

EU TARIFFS can be found in all languages of the EU at:

http://europa.eu.int/comm/taxation_customs/dds/en/tarhome.htm
The information placed on this website is updated periodically. Potential exporters should always check for
exact customs duties and tariffs with officials from importing country or importing companies.

therefore a full EU duty will be applied to Moldovan tomatoes exported to the EU.
Additionally, if tomatoes are sold in the EU below the minimum entry price for
tomatoes (effectively a minimum selling price), the Specific Rate of Duty will be
applied. Details are shown can be found on.

Information on companies interviewed4

Representatives of twenty-five companies from German commercial centers were
contacted, of which only seven wholesalers/importers from Berlin and Hamburg, and
two supermarkets from Berlin and Neumuenster were able to respond to the majority
of questions. The Dutch (Red Star Trading) and the Belgian (Lava) wholesalers and
distributors were interviewed too. These two companies supply German supermarkets
directly. The annual turnover in fresh tomatoes for these companies ranges from 60 to
6,000 tons.
The following traders of fresh vegetables were also contacted and interviewed:
Kaisers Tengelmann , SPAR , G.S.M Import-Export GmbHGromarkthalle, Enico
supermarket, Heinrich Hodorff GmbH Grossmarkthalle, Alfred Franz Gromarkthalle,
Reimer Hauschildt GmbH Gromarkt.
German importers of fresh tomatoes and supermarkets were interviewed by
telephone. The aim of the survey was to identify current market preferences, demand
for fresh tomatoes and varieties, as well as sources of supply, major competitors,
minimum and maximum prices paid to suppliers. Additionally, the interview sought
recommendations from German importers addressed to Moldovan tomato exporters
concerning requirements for quality, safety, packaging and labeling.

Sources of supply and import seasonality

According to the results of the telephone survey of traders, suppliers of imported fresh
tomatoes are mainly from within the EU. In particular, major tomato suppliers to the
interviewed German supermarkets, are the Netherlands, Spain, Belgium, Italy, and
France: some of these sources are supplying re-exports of tomatoes from Morocco.
Fresh tomatoes are available on the German market all year-round. The largest volumes
are imported in the summer and autumn months mainly from the Netherlands, while
during winter months supplies are mostly from Spain. (See Figure 2).
Figure 2. Seasonality pattern for tomatoes by major suppliers to Germany,
2005

Metric Tones

50000
40000
30000
20000
10000
0
Jan.
Netherlands
Italy

Feb.

Mar.

Apr. May. Jun.

Jul.

Spain
Belgium (and Lux.)

Aug. Sep. Oct.

Nov.

Dec.

France

NOTE: Contact information on buyers for this market may be obtained from Agribusiness Development
Project (ADP):
str. Bulgara 33/1, Chisinau, Republica Moldova 2001; Tel: (373 22) 577-930, Fax: (373 22) 577-931;
Email: info@moldova.cnfa.org Website: www.cnfa.md

Source: Eurostats
Supplies from France, Belgium and Italy are small compared to those from Holland and
Spain, but relatively stable for the entire year with increased volume during the
summer period. Local tomatoes grown in Germany are mainly delivered directly from
greenhouses. The supply period, according to data provided by ZMP (Zentrale Marktund Preisberichtstelle fr Erzeugnisse der Land-, Forst- und Ernhrungswirtschaft
GmbH)5 is late June October.
There are opportunities for Moldova to supply tomatoes during the German winter
time, provided that efficient logistics and handling chains are at hand, but the costs of
winter production will be high, and not necessarily competitive with products from
Spain, Italy, etc. It is very important to fulfill the quality requirements of the market,
and to produce the required varieties at the time they are needed.

Major clients and markets

There are more than 700 large wholesalers of food products and more than four
thousand supermarkets in Germany (see Table 1).
Table 3. The structure of commercial centers for food products in Germany
Types of commercial centers
Discount shops
Wholesalers (more than 5,000
m)
Wholesalers (1,500 - 5,000 m)
Small markets (800 -1500 m)
Supermarkets (400 -800 m)
Big stores (200 -400 m)
Medium size shops (100 -200 m)
Small outlets (less than 100 m)
Total

Number of commercial
centers
2003
2004
14,161
14,562
703
704
2,181
4,358
4,275
3,840
8,530
23,547
61,595

2,313
4,606
4,125
3,565
7,850
21,563
59,288

Source: Gemuse, Markbilanz, 2005, ZMP

Wholesalers have a full-scale infrastructure for the purchase, intermediate storage and
regional distribution of goods. Retail stores order their goods from the wholesalers
central (or regional) offices on a daily basis. In turn, the wholesalers order (or buy) the
same day or the next morning from their suppliers (importers) and often deliver the
same day. (Source: EU Market Survey Fresh Fruit and Vegetables, Country Profile;
Germany, 2005).
At retail level, German consumers tend to make only one or two weekly shopping
trips. Large-scale outlets offer the convenience for one-stop shopping and are popular
with German consumers due to their competitive prices and high product quality. The
discount stores are the most important outlets for fresh fruit and vegetables in
Germany, with a market share of more than 40 percent. This share has continuously
increased over recent years, reflecting the relative importance of discount stores
among German consumers, compared to other EU consumers. Hypermarkets account
for more than a quarter of the fresh fruit and vegetables sales on the German market.

Central Price Information and Marketing Bureau, Germany

Figure 3: Retail distribution of fresh fruit and vegetables in Germany, 2003

(%)

Source:

EU Market Survey Fresh Fruit and Vegetable 2005

Organic tomatoes
At any time, the availability of organic products may differ from availability of
conventional products, and clearly this can affect the premiums paid for organic
products. If, for example, there is sufficient supply of conventional tomatoes but a
shortage of organic ones, the latter are much more expensive and the price premium
paid is much higher.
The countries supplying organic fruit and vegetables often differ from those that
supply conventional products. Whereas in the conventional market most of the fruits
and vegetables can be delivered year round, this is still not the case for organic
products. For example, there is usually a shortage of organic tomatoes in winter,
which leads to much higher prices than for conventional tomatoes.
Organic fruit and vegetables are mainly sold through the following channels, listed
according to their importance:

Natural food stores (35 percent share of the overall organic market);
Supermarkets (24 percent share of the overall organic market);
On-farm sales and market stalls (20 percent share of the overall organic
market);
Box schemes.

The remaining 21 percent of the overall organic market are marketed through other
outlets such as bakeries, butchers, etc.
In Germany, there are about 2,000 natural food stores that carry a wide range of
certified organic products. Usually, they offer the biggest assortment of organic fruit
and vegetables in the trade. Most German products are delivered to the stores in
returnable boxes and sold loose. Total sales at natural food stores rise by about 10
percent per year.
There are several supermarket chains that carry organic fruit and vegetables including
Rewe, Edeka, Tengelmann and Tegut. Rewe is the most important distributor of organic
products in Germany. Rewe sells 200 different organic products. It is followed by
Edeka. Tegut is a smaller supermarket chain based in Fulda. In general, they carry the
biggest, freshest and best presented organic assortment with about 1 000 organic
products.
Main importers and wholesalers specializing in organic fruit and vegetables
7

Lehmann Natur is one of the leading importers and distributors to

supermarkets, specialized in fruits and vegetables. They offer pre-packed
vegetables and fruits under supermarket brands but also sell under their own
label, "kogarten";
Based at the Mnchner Gromarkt is Ernst Weber, an importer of fruits and
vegetables (fresh, deep frozen and processed) from tropical and European
countries;
Heribert Schramm is an importer based in Kehl, close to the French border. The
company imports products from Europe and also exotic products and works as
a wholesaler;
Wholesalers specializing in fresh fruit and vegetables include Landlinie, Terra
Frischdienst and Handelskontor Willmann. Handelskontor Willmann, based in
Stuttgart, mainly trades products certified by the Demeter organic
accreditation scheme. They are primarily a wholesaler, and to a lesser extent,
importer. Landlinie also imports, and the manager organizes and supports
projects in Morocco. Organic wholesalers carry up to 150 fruit and vegetable
products;
Dennree in Tpen is the biggest national wholesaler selling an entire range of
organic products, including fresh fruit and vegetables to natural food stores.

A number of regional wholesalers supply natural food stores with the entire range of
products. They buy from importers and trade mainly regional fresh products, if
possible.
Supermarkets usually buy imported organic products via their associated importers for
conventional products.

Product requirements and preferences

Varieties and trends
The range of tomatoes offered by retails stores has changed significantly over the last
decade. Where once there were just tomatoes, now the mixture represents a whole
spectrum of color, shape and size not to mention sub-brands and packaging
alternatives (FPJ Supplement, June 2006).
Tomatoes are subdivided into four main types, depending on color, shape, weight, size
and cultivation method.

Round (spherical) tomatoes: these are the most widely used, round, smooth,
generally red tomatoes intended for fresh consumption.
Beef tomatoes: these are larger than round tomatoes and, some varieties,
because of their shape are sometimes called ribbed tomatoes
Cherry tomatoes: the name points to the similarity in shape and size to cherries.
Small plum or grape shaped tomatoes are also available.
Plum tomatoes: a thick-fleshed variety, low in seeds, used both for fresh
consumption and processing.

Any of these may either be sold loose as individual fruits, or on the vine (clusters on
stems) - generally at a premium price. Examples of tomato types include:
Vine
Tomatoe
s

Cherry
Tomatoe
s

Beefstea
k
Tomatoe
s

Pear
Tomatoe
s

Plum
Tomatoe
s

Round
Tomatoe
s

Yellow
Tomatoe
s

Green
Tomatoe
s

Home varieties of tomatoes are often bred for flavor to the exclusion of all other
qualities, while commercial tomato varieties are grown for qualities such as consistent
size and shape, disease and pest resistance, yield and good resistance to
shipping/transport damage.
Classic round tomatoes are really the only tomato where price is still determined by
market influence. They generally have the lowest value.
The companies interviewed mainly sell round normal or salad tomatoes size 47mm
65mm (graded as described below), plus Cherry, Beef, Romantic, Tropico, Safari,
Cupido, Exotic, and Roma VF varieties, sold loose as individual fruits, or on the vine,
in carefully graded and presented clusters.

Size
According to the interviews with importers, tomatoes are mainly classified by size into
two categories: normal and mini size.
It is important for tomatoes to be graded by size (calibrated). The EU sets out legally
required size grading requirements in Marketing Standards (formerly called Quality
Standards), for many crops, including tomatoes which are required to be accurately
graded into separate sizes as follows:
Cherry tomatoes:
- 30 mm - 35 mm
- 35 mm - 40 mm
- 40 mm - 47 mm
Normal or Salad Tomatoes
- 47 mm - 57 mm
- 57 mm - 67 mm
Beef Tomatoes
- 67 mm - 82 mm
- 82 mm - 102 mm
- 102 mm and over.

Packaging
Tomatoes are packed in open and closed fruit cartons and trays, and sometimes packed
into retail size plastic or fibreboard boxes (also known as punnets or clamshells).
9

Sometimes they are carefully arranged, sometimes randomly bulk-packed.

damaged and damp packages are not accepted.

Broken,

Examples of packing by box size:

Tomatoes
variety
Beef
Cherry
Plum
Round
On- the- vine

Category

Box size

Class 1, Class II

6 kg, 7 kg, 8 kg, 10 kg

9 x 250 g
5 kg, 6 kg
6 kg
5 kg, 6 kg, 7 kg
10 x 500g

Tomatoes from the Netherlands are packed in the following way:

Package
type
Carton

Specifications

Picture

loose packed 5 kg carton boxes

Trays with
cells

Larger tomatoes are usually

packed in standard 5-10 kg
cartons boxes with cell liners

Plastic
Capacity: 5-7 kg

Examples of packaging used by the Dutch wholesaler Red Star Trading:

Exotic

Romantic

On-the-vine

10

Tropical
Source: www.redstartrading.nl

Labeling
EU labeling regulations state that labeling, presentation and advertising of food stuffs
must not mislead consumers regarding the foodstuff's effects and it should not
attribute properties for the prevention, treatment or cure of a human illness without
any scientific proof.
It is also required that all fresh produce containers are labeled with:

Type of Produce (eg Tomato)

Variety-marking requirements, if these are not visible, are required for
cherry/cocktail tomatoes.
Country of Origin
Quality/Class
Product Size
Pack Weight (or count)
Packer and/or Dispatcher identification
Official Control Marking is Optional

Organic Tomatoes
All fresh fruits and vegetables in Germany must be traded and labeled according to
categories (Handelsklassen I and II). These categories refer to the size and
appearance of the products. Some years ago, most of the organic products fulfilled
only Handelsklasse II, due to their smaller size or blemishes on the skin. Nowadays,
traders require Handelsklasse I, which means that fruits and vegetables must be very
well graded (with a higher loss for the producer), before they enter the trade.
In supermarkets organic products are often sold pre-packed and labeled to distinguish
them from the conventional products. Labeling and pre-packing is carried out by the
importer/distributor in Germany, e.g. Lehmann Natur or Landlinie. In natural food
stores returnable boxes are used for German and regional products which are mostly
sold loose. German traders are obliged to return all packaging material at their own
cost. This also applies to retailers. Returnable boxes are therefore attractive for all
sectors of the produce trade.

Quality/certification requirements
Tomatoes, like other fresh products are subject to phyto-sanitary controls and are also
checked for compliance with EU marketing standards for quality and labeling.
The person selling or offering the produce for sale, has the responsibility of ensuring
that the produce is placed in the correct quality class. Under EU Marketing (Quality)
standards, tomatoes are classified into three classes defined below:
Extra Class

Tomatoes in this class must be of superior quality. They must have firm
flesh and must be characteristic of the variety as regards shape,

11

appearance and development. They must be free from greenbacks 6 and

other defects, with the exception of very slight superficial defects,
provided these do not affect the general appearance of the produce, the
quality, the keeping quality and presentation in the package.
Class I

Tomatoes in this class must be of good quality. They must be reasonably

firm and characteristic of the variety. They must be free of cracks and
visible greenbacks. The following slight defects, however, may be
allowed, provided these do not affect the general appearance of the
produce, the quality, the keeping quality and presentation in the
package:

a slight defect in shape and development,

a slight defect in coloring,

slight skin defects,

very slight bruises.

Class II

This class includes tomatoes which do not qualify for inclusion in the
higher classes, but satisfy the minimum requirements specified above.
They must be reasonably firm (but may be slightly less firm than in
Class I) and must not show unhealed cracks. The following defects may
be allowed, provided the tomatoes retain their essential characteristics
as regards the quality, the keeping quality and presentation:
defects in shape, development and coloring,
skin defects or bruises, provided the fruit is not seriously affected,
healed cracks not more than 3 cm in length for round, ribbed or
oblong tomatoes.

Source: EC Regulation No 790/2000 of 14 April 2000 laying down the marketing

standard for tomatoes. http://europa.eu.int/smartapi/cgi/sga_doc?smartapi!celexapi!
prod!CELEXnumdoc&lg=EN&numdoc=32000R0790&model=guicheti

Food safety, quality and environment-consciousness

Consumer concerns about agrochemical residues are particularly relevant in fresh
consumed products, such as tomatoes. Maximum permitted levels for pesticides are set
by the EU and by the German Government, and must not be exceeded in tomatoes
exported to Germany.
In addition, German consumers, not only demand high quality products, but are also
concerned about how these products are grown from the environmental aspects, and this
has led to protocols such as EUREPGAP, the European Retailers standard for Good
Agricultural Practice.

Quality, Transport and Storage

Quality is assessed on the basis of the EU Marketing Standards for Tomatoes. In
addition to characteristics mentioned elsewhere in this report, the following criteria
apply: Tomatoes must be sound, clean, fresh, undamaged, free of foreign odors and
flavors and free of abnormal moisture. Round, smooth varieties must be of uniform
size and ripeness. They must be of firm consistency and free from hard tops and
unripe areas and have no empty seed chambers.
Various sources state conditions of storage and transport, with maximum duration of
storage, depending on variety, as follows:
6

Greenback sometimes known as green shoulders, refers to the area around the Calyx of the tomato which
in some tomatoes never turns red. This green area is a very undesirable characteristic, usually determined
by/associated with varieties of tomatoes which are not well received on retails markets.

12

Temperatur
e

Relative
Humidity

Max. duration of
storage

12C

90-95%

approx. 14 days

It is important to note that tomatoes stored at less than 8 degrees centigrade may be
affected by chilling injury, which damages the fruit, reducing the quality and rendering
it unmarketable.

13

Prices
Marketing and price
Prices for fresh tomatoes depend on several factors, such as the total supply of the
products, the quality of the product, size and variety, and its origin.
Tomatoes imported from the EU are generally more expensive than those from third
countries: prices offered by EU country members fluctuate from 1.1 to 1.4/kg, and
from 0.7 to 0.9/kg offered by other non EU countries.
Some of the interviewed wholesalers (Kaisers Tengelmann) have contracts for
tomatoes with import price of 0.10 (the origin is not indicated). Import prices for
Italian tomatoes are registered at 1.3-1.5/kg. According to industry sources, the key
problems with tomato production for fresh consumption are low prices paid to farmers
(between 0.3 and 0.6 Euros/Kilo in Italy) and the high spread between farm-gate and
consumer prices (as high as 400%7). (Source: GAIN Report, Italy Tomatoes and
Products Annual Report 2005).
Table 4. Average Import prices for tomatoes in Germany, /Kilo, 2003-2005
Importing
country
Netherlands
Spain
Belgium
Italy
France
Austria
Poland
Turkey

200
3
1.3
0.9
1.2
1.4
1.1
0.8
0.8
0.9

200
4
1.0
0.9
0.9
1.3
1.2
0.6
0.6
0.9

200
5
1.2
1.1
1.1
1.5
1.4
0.9
0.7
0.9

Source: Eurostat
At the retail level, prices differ mostly according to the tomatoes variety and origin.
According to the survey data, their range is from 0.98 to 2.50. Highest prices are
paid in winter months, and for high value tomato products, eg cherry tomatoes or
tomatoes on the vine.
Graph 4. Consumer prices for round tomatoes in Germany by origin (German
origin, imported), 2003 2004
3

Eur
/kg

German origin, Eur/kg 2003

2.5

German origin, Eur/kg 2004

Imported, Eur/kg 2003

1.5

Imported, Eur/kg 2004

1
0.5
0
1

10

11

12

Months

Source: ZMP - Marktbilanz GEMUSE, 2005

7

Packaging, handling, transportation and distribution costs for tomatoes can cost more than tomato
production, especially if, for example, products have to be transported by air, as is sometimes the case with
tomatoes from, say, Cyprus or Israel.

14

Organic tomatoes
According to ZMP, the average monthly consumer prices for round tomatoes in
Germany in 2003-2004 varied from 1.1 to 2.7, with locally produced tomatoes more
expensive than imported tomatoes.
There are no official data on price levels for organic products. However, ZMP (Zentrale
Marktund
Preisberichtstelle
fr
Erzeugnisse
der
Land-,
Forstund
Ernhrungswirtschaft GmbH, www.zmp.de) in Bonn collects prices from organic
farmers and publishes them in the komarktforum, weekly and monthly.
The prices collected at farm level include fruit and vegetables sold on farm directly to
the consumer, the wholesaler and the retailer. Prices on farm in Germany generally
vary considerably for the same product. The wholesale prices for the same product
tend to differ less as there is more transparency and competition between the
companies and fewer market players. At the retail level, prices differ mostly according
to the type of outlet. A natural food store is often more expensive than an organic
supermarket or a conventional supermarket that sells organic products. The latter try
to stay in a range of premiums of about 20 percent over conventional products,
though often they do not.
According to trade sources, import and wholesale organic price premiums range
between 10-50 percent at import levels, but can also be lower or higher, depending on
actual supply. The trend however, is that prices are falling due to improved economies
of scale (bigger quantities, logistics and handling of organic products are more
efficient, and therefore less expensive). This does not necessarily mean that producer
prices are also falling.
It is essential to understand that all import prices depend heavily on quality and
quantities traded. Also, the costs of organic production and certification can be higher
than conventional production. Selling prices for organic tomatoes should therefore not
be the only basis used by a grower to decide whether to convert to organic farming.

Major competitors
The German market for fresh tomatoes is very competitive and saturated. Existing
tomato suppliers have established long term partner histories and well-developed
distribution networks with German clients, and as mentioned above the majority of
tomatoes are imported from within the EU.
Given this intensive competition, the potential for Moldovan exporters to both gain and
maintain market share for tomatoes exports to Germany is limited, and will involve
significant challenges. It will be impossible for a grower alone to export to this market,
unless the grower can supply each week, over a supply period of more than 12 weeks,
large volumes of consistently good quality, graded and well packed tomatoes.

Moldovan fresh tomatoes: buyers perceptions and

recommendations
In order to enter the German market, Moldovan suppliers should be aware of product
requirements (type and variety), size requirements, packaging and handling/coldchain requirements, quantity requirements, required frequency of deliveries of
tomatoes, as well as individual importers preferences and specific requirements for
products.
In addition, attention has to be made to EU regulations covering food safety,
maximum residue levels of pesticides, and environmental responsibility. German
importers increasingly give more attention to different trading and import
certification systems, including HACCP and EUREPGAP.
15

Distribution within Germany is highly efficient with various channels of supply and fast
and efficient delivery of products. Although direct purchases from suppliers may occur,
most retailers prefer to deal with a local agent/distributor. The use of
importers/wholesalers and distributors is recommended - it can be very effective when
introducing a product or new source of product, into the German market.
It may be necessary to use more than one distributor in order to ensure national
distribution, but it most important to have, or to develop stable business relationships
with German trading companies.
For growers considering converting to organic production, it is important to analyze
what tomato types/products can best be produced, as competition between different
developing countries and with European countries will occur.
An additional problem is that between the market analysis and the possible first
shipment, one-three years may pass because in a necessary conversion period to
certified organic production, and a market has to be found for one-three years for the
products in conversion, which cannot be traded as organic products in Europe. This
usually makes it difficult for exporters/producers. Therefore, it is advised that
exporters look for an importing partner and that they develop an export
project together. A good starting point may be to visit an organic trade fair, such as
Biofach (Nuremberg) to get personal contacts in the business. Furthermore, producing
good quality products is very important (good post-harvest handling, cooling facilities,
packaging, good, fast and reliable logistical chain are needed). It is important to have
the necessary technical know-how in organic production. A feasibility study conducted
by experts is very useful before taking the decision to convert to organic agriculture.
Contact details of consultants in Moldova or international ones can be obtained from
IFOAM and GTZ.

NOTE: Contact information on buyers for this market may be obtained from
Agribusiness Development Project (ADP): str. Bulgara 33/1, Chisinau, Republica
Moldova 2001;
Tel: (373 22) 577-930, Fax: (373 22) 577-931;
Email: info@moldova.cnfa.org Website: www.cnfa.md

16

Organizations, institutions and certifiers in the organic sector

IFOAM (International
Federation of Organic Farming
Movements)
kozentrum Imsbach
D - 66636 Tholey-Theley
Tel.: +49 - 6853 - 5190
Fax: +49 - 6853 - 30110
IFOAM@t-online.de
www.ifoam.org
GTZ
(Gesellschaft fr Technische
Zusammenarbeit)
Programmbro Sozial- und
kostandards
Postfach 5180
D - 65726 Eschborn
Tel.: +49 - 6196 - 791462
Fax: +49 - 6196 - 797173
Marion.Buley@gtz.de
www.gtz.de
(German Technical Assistance to
Developing countries)

17

List of reference materials

1.
2.
3.
4.
5.
6.
7.
8.

AVRDC-ARC Research Report, 1998

Agrexco, Israeli Produce Exporters Ltd, 2002
Agricultural Outlook/December 2001
CBIs AccessGuide at www.cbi.nl/accessguide
DEFRA Internet site, 2004
Eurostat 2003, 2004, 2005
FAOSTAT database
European Community Marketing Standards for Fresh Fruit and Vegetables.
http://www.agriculture.gov.ie/crops_and_plants/marketing_standards/marketing
_standards.doc
9. ECONOMIC COMMISSION FOR Europe TRADE/WP.7/2001/9/Add.2 UNECE STANDARD
FFV-28
10. Fresh Fruit and Vegetable EU Market Survey 2005
11. Glasshouse vegetable growing in the Netherlands
12. Integrated Production and Protection in Greenhouse Tomato in Morocco, 2006
13. ZMP, Gemuse Deutschland paische Union Weltmarkt. Marktbilanz, 2003,
2004, 2005.
14. http://www.tis-gdv.de/tis_e/ware/gemuese/tomaten/anfang#anfang
15. http://en.wikipedia.org/wiki/W._Atlee_Burpee
16. http://europa.eu.int/eur-lex/en/accession.html.
17. GAIN Report Number: E23195 European Union Food and Agricultural Import
Regulations and Standards Country Report 2003
18. http://www.freshinfo.com
19. Magazine: 4 FPJ Supplement, June 2006
20. http://www.fao.org/DOCREP/004/Y1669E/y1669e09.htm
Sources of information on the German organic market (web sites, journals,
directories, et.)
1. www.n-bnn.de (Bundesverband Naturkost Naturwaren; Association of Organic
traders in Germany)
2. www.ifoam.org (Web site of IFOAM with interesting links)
3. www.naturkost.de (Web page for consumers of Verlag Gesund Essen GmbH in
Schaafheim)
4. www.green-tradenet.de (E-commerce, b2b- platform and information)
5. www.zmp.de (Web site of ZMP - Zentrale Markt- und Preisberichtsstelle GmbH,
Rochusstrasse 2, D - 53123 Bonn, Tel.: +49 - 228 - 977 7173, Fax: +49 - 228 977 7179, E-mail: info@zmp.de
6. www.eco-world.de (market information and organic directory)
7. www.biopress.de (Web site and magazine about the organic market) bioPress
Fachmagazin fr Naturprodukte, bioPress Verlag, Schulstr. 10, D - 74927
Eschelbronn, Tel.: +49 - 6226 - 4351, Fax: 40047, E-mail: info@biopress.de
8. www.gtz.de

18

Annex 1. Import volumes/ value/ price by major suppliers, 20012005

2003
PARTNER /
PERIOD
NETHERLANDS
SPAIN
BELGIUM (and
LUXBG)
ITALY
FRANCE
AUSTRIA
POLAND
TURKEY
other
total

Q, t
30521
7
20695
3
74950
51256
22962
5244
4197
1717
1785
67428
1

2004

v, '000

39256
3
19059
5

avg
price,

0.9

Q, t
33408
8
21015
2

v, '000

33011
0
18099
9

91810
69987
25485
4061
3218
1527
78015
4
78093
3

1.2
1.4
1.1
0.8
0.8
0.9

77682
53327
25826
5145
1992
656

69309
70097
29700
3258
1145
584

2362
71123
0

1887
68710
1

1.3

2005
avg
price

0.9

Q, t
32405
9
16217
2

0.9
1.3
1.2
0.6
0.6
0.9

58324
43659
26468
5481
1614
601

1940
62431
8

v, '000

38836
5
17745
0

avg
price

66148
66576
36387
4673
1151
569
74204
9
74279
0

1.1
1.5
1.4
0.9
0.7
0.9

1.2
1.1

Source: COMEXT, 2005

19

Annex 2. GSP+ Import Tariffs to EU for 2006

EU TARIFFS FOR TOMATOES EXPORTED FROM MOLDOVA
TOMATOES (Fresh or Chilled)
CN (Customs reference Number): 0702 00 00 - Tomatoes, fresh or chilled.
When exporting to the EU, there are two possible tariffs which may be applied to
Moldovan fruits and vegetables.
A. The General Tariff
B. The Specific Rate of Duty which is linked to the Minimum Entry Price system.
The Specific Rate of Duty and Minimum Entry Price System apply to only 16
crops, including tomatoes.
Moldova benefits from the Generalized System of Preferences Plus (GSP+) system with
the EU, which sets a 0% General Tariff, on some products, at some times of the
year.
However, tomatoes are not included in the GSP+ system, and the full EU duty has to
be paid for Moldovan tomatoes, exported to the EU. In addition, if tomatoes are sold
in Europe below the minimum entry price, the Specific Rate of Duty will be applied.
Details are show below.

DETAILED TARIFFS PAYABLE

From 1 January to 31 March:
With an entry price per 100 kg net weight
of:
Not less than 84.
Not less than 82.9 but less than 84.6
Not less than 81.2 but less than 82.9
Not less than 79.5 but less than 81.2
Not less than 77.8 but less than 79.5
Less than 77.
From 1 to 30 April:
With an entry price per 100 kg net weight
of:
Not less than 112.6
Not less than 110.3 but less than 112.6
Not less than 108.1 but less than 110.3
Not less than 105.8 but less than 108.
Not less than 103.6 but less than 105.
Less than 103.6
From 1 to 14 May:
With an entry price per 100 kg net weight
of:
Not less than 72.6
Not less than 71.1 but less than 72.6
Not less than 69.7 but less than 71.
Not less than 68.2 but less than 69.7
Not less than 66.8 but less than 68.
Less than 66.
From 15 to 31 May:
With an entry price per 100 kg net weight

General Tariff
(ad valorem)

Specific Rate of
Duty

8.8
8.8
8.8
8.8
8.8
8.8

0 Eur
+ 1.7 /100 kg/net
+ 3.4 /100 kg/net
+ 5.1 /100 kg/net
+ 6.8 /100 kg/net
+ 29.8 /100 kg/net

8.8
8.8
8.8
8.8
8.8
8.8

0 Eur
+ 2.3 /100 kg/net
+ 4.5 /100 kg/net
+ 6.8 /100 kg/net
+ 9 /100 kg/net
+ 29.8 /100 kg/net

8.8
8.8
8.8
8.8
8.8
8.8

0 Eur
1.5 /100 kg/net
+ 2.9 /100 kg/net
+ 4.4 /100 kg/net
+ 5.8 /100 kg/net
+ 29.8 /100 kg/net

20

of:
Not less than 72.
Not less than 71.1 but less than 72.6
Not less than 69.7 but less than 71.1
Not less than 68.2 but less than 69.
Not less than 66.8 but less than 68.
Less than 66.
From 1 June to 30 September:
With an entry price per 100 kg net weight
of:
Not less than 52.6
Not less than 51.5 but less than 52.6
Not less than 50.5 but less than 51.5
Not less than 49.4 but less than 50.5
Not less than 48.4 but less than 49.4
Less than 48.4
From 1 to 31 October:
With an entry price per 100 kg net weight
of:
Not less than 62.6
Not less than 61.3 but less than 62.6
Not less than 60.1 but less than 61.3
Not less than 58.8 but less than 60.1
Not less than 57.6 but less than 58.8
Less than 57.6
From 1 November to 20 December:
With an entry price per 100 kg net weight
of:
Not less than 62.6
Not less than 61.3 but less than 62.6
Not less than 60.1 but less than 61.3
Not less than 58.8 but less than 60.1
Not less than 57.6 but less than 58.8
Less than 57.6
From 21 to 31 December:
With an entry price per 100 kg net weight
of:
Not less than 67.
Not less than 66.2 but less than 67.6
Not less than 64.9 but less than 66.2
Not less than 63.5 but less than 64.9
Not less than 62.2 but less than 63.5
Less than 62.

14.4
14.4
14.4
14.4
14.4
14.4

0 Eur
1.5 /100 kg/net
+ 2.9 /100 kg/net
+ 4.4 /100 kg/net
+ 5.8 /100 kg/net
+ 29.8 /100 kg/net

14.4
14.4
14.4
14.4
14.4
14.4

0 Eur
+ 1.1 /100 kg/net
+ 2.1 /100 kg/net
+ 3.2 /100 kg/net
+ 4.2 /100 kg/net
+ 29.8 /100 kg/net

14.4
14.4
14.4
14.4
14.4
14.4

0 Eur
1.3 /100 kg/net
+ 2.5 /100 kg/net
+ 3.8 /100 kg/net
+ 5 /100 kg/net
+ 29.8 /100 kg/net

8.8
8.8
8.8
8.8
8.8
8.8

0 Eur
+ 1.3 /100 kg/net
+ 2.5 /100 kg/net
+ 3.8 /100 kg/net
+ 5 /100 kg/net
+ 29.8 /100 kg/net

8.8
8.8
8.8
8.8
8.8
8.8

0 Eur
+ 1.4 /100 kg/net
+ 2.7 /100 kg/net
+ 4.1 /100 kg/net
+ 5.4 /100 kg/net
+ 29.8 /100 kg/net

21