The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
ADEX - convencion capsicum 2013: olam
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Capsicum MarketCapsicum Market
ReportReport –– China & USChina & US
VinayVinay SreekumarSreekumar
May 16, 2013May 16, 2013
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Important Species
usually, higher the pungency, lower the color.
Characteristics Distribution
Capsicum frutescens High Pungency. Low flavor Tabasco, Most Indian Varieties
Capsicum annum
Capsicum chinense Extremely Hot, Fiery
Capsicum pubescens Smallregions in S.America
Capsicum baccatum Medium-High pungency
Species
Low to Medium Pungency,
good color
Some Paprika as well as Indian
Color chillies. Popular in U.S
Habenero,Jamaican Hot, etc. Not
common in India.
Not very common. Little is
known
Not grown in Asia, Mostly grown
in S.America.
Family : Solanaceae
Genus : Capsicum
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Major ProductsMajor Products: Color, Heat and Flavor: Color, Heat and Flavor
Capsicums
20-27 species
100(0)s varieties
Paprika - Color
Primary Origins: China,
Peru, US
Secondary: Spain, Israel,
Zimbabwe
Hot Red Pepper
Primary Origins –
India, Pakistan,
Bangladesh
Secondary: Mexico,
Africa
Mild – Medium Hot
Red Pepper
Primary Origins –
India, China
Specialties – Flavor
Jalapeno, Chipotle,
Ancho, Guajillo, Green
Chile & others
Origins: Mexico, Peru
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Standard Pod Size
- generally, smaller the pod size, higher the pungency.
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2012/ 13 Market – Overview Capsicums
• Overall Global Production of Paprika is UP
Chinese Paprika Production is UP
Good US crop
Peru – trending low to previous years
• Continued Strong Demand
Higher than normal growth rate in destination markets
Whole Pods, Oleoresin Strong demand
Specialties on the rise.
• Market Pricing trend is Lower
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2012 Global Production - Paprika
432MM lbs ( 196,000 MT)
61%15%
12%
3%
2%
7%
MM lbs
China
Peru
US
Europe
Africa
Others
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2012 Paprika End Usage by Type
49%
33%
17%
1%
Ground
Oleo
Whole
Others
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2012 Global Demand by Region ( 190,000 MT)
40%
29%
17%
9%
5%
MM lbs
US + Canada
Europe
China
Mexico
Others
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China – Key Market Characteristics
• Second largest Capsicum producer in the world.
• Largest Paprika producer
• High 2012 crop of ~120,000 MT
• Large crop of Medium quality ( 160 – 200 ASTA)
• High level of transformation – Whole to
Crushed/Ground: VAT impact
• High favorability among Spanish buyers
• Meets EU requirements
• Low pricing
• High Oleoresin production
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SweetPaprika
Linear Chili
Linear Chili
Jinta ChiliYidu Chili
Jinta Chili
Yidu Chili
Jinta Chili
Yidu ChiliAmericanRed Chili
These areas primarily plant SweetChili, American Red Chili,
Yidu Chili, Jinta Chili, and Linear Chili.
These areas primarily plants Chaotian Chili in the Hebei, Henan,
Guizhou, Yunnan, and Hunan Province.
Chili Planting Areas in China
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• Main crop varieties include:
Chillies in China: Varieties & Overview
Chaotian Jinta Paprika
Thread
chilies
Yunnan
chilies
Yidu
American
red
The difference is ASTA & SHU
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Paprika growing – China
Basic CropBasic Crop
20122012
KuerleKuerle AkesuAkesu KashiKashi YiliYili// ChangjiChangji
In Mou 180,000 Mu 40,000 Mu 16,000 Mu 30,000 Mu
% Area 68% 15% 6% 11%
County Bohu Yanji Hejing Wensu Baicheng Alaer Shufu Yupehu Zepu Various Area
Quality BEST BEST NORMAL NORMAL NORMAL BEST LOW LOW LOW MEDIUN
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Chiliwhole pod
Chiliminced
Chilicrushed Powder
Chilistring Chiliring
Oleoresin
Products made from Chili Raw Material
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Paprika -Crop Market Segments - China
54%
17%
25%
4%
Quantity – 120,000 MT
Oleoresin Whole Pods Ground/Crushed Others
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Crop Market Segments - China
23%
27%
18%
14%
18%
Whole Pods – 20000 MT
24%
15%
37%
9%
15%
Crushed/ Ground – 30000 MT
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China Paprika – Challenges – 2013
Crop
• Lower prices in CY 12 is a major de-motivator for
farmers.
• Replacement by alternate crops.
• Growing region far away from export ports – local
transportation, cold storages and processing
infrastructure.
• High ASTA – captive oleoresin industry – high capacity.
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China – Paprika - Benefits
• High carry forward of lower ASTA paprika in cold
storage.
• VAT benefits – more transformation
• Availability of seeds
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China – 2014 crop forecast
• 25% less planting – lower crop
• High carry forward of low ASTA product ( 8000 -10,000
MT)
• Stable to low prices till Sept 2013
• Prices trending higher from Oct 2013
• More focus on transformation of available stocks.
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US – Paprika growing
areas
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0
5000
10000
15000
20000
25000
2010 2011 2012
Arizona
California
New Mexico
Texas
Unted States
0
50
100
150
200
250
300
350
400
450
500
2010 2011 2012
Arizona
California
New Mexico
texas
United States
Area Harvested (Acres)
Yields Per Acre
0
1000
2000
3000
4000
5000
6000
2010 2011 2012
Arizona
California
NewMexico
texas
United States
Production (1,000 cwt)
US – Capsicums Production Data
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US – Paprika Production ( MM lbs)
0
10
20
30
40
50
60
70
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Millones
US SW Paprika Production
REDS
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US – Key Market Characteristics
• Large producer of Capsicums – Bell Pepper,
Green Chile, Capsicum.
• High 2012 crop of ~ 32,000 MT
• ASTA medium quality ( 160 – 200 ASTA)
• Contract based farming
• Fully mechanized operations
• Dehydration – Mechanized – Tunnel or
Continuous
• Lower competitive pricing
• Variety management – higher ASTA, disease
resistance.
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Capsicum Growing - US
Crop is planted in
March
Mature green pods
by Aug.
Pods begin achieving
red color Sept 1., due
to carotenoid
development
Fields are defoliated
prior to harvest
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Capsicum – US Harvest
One time single harvest
Fields usually sprayed with sodium chlorate solution to defoliateplants and
makes the pods easier to pick
All of the New Mexico/Texas/Arizonacrop is now mechanically harvested
.
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Mechanical
Harvest
All US crop is now
mechanically
harvested
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Mechanized Dehydration
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Capsicum Products - US
• Paprika – Ground, Flakes and Whole
• Table Capsicums ( Mesa)
• Red Pepper – Ground, Flakes & Whole
• Chili Blends
• Oleoresins – Paprika & Capsicum
• Specialty Peppers – Jalapeno, Chipotle,
Ancho, Guajilo and others
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Consumption of Capsicums
58%
39%
3%
TotalCapsicums 160,000 MT
Paprika
Red Pepper
Capsicums- Others
Approximately65,000 MT converted and consumed in Wet/Liquid
Form.
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Analytical
Extractable Color (known as ASTA Color)
Visible Color (Scan)
Pungency
Particle Size
Moisture
WaterActivity (Aw)
Bulk Index
Adulteration Indicators (Added colors, Contaminants)
Base purity of the spice (Rodent Hair & Insect Fragments)
Pesticide Residues
Microbiological
Salmonella
Aflatoxin & Ochratoxin as an indicator of poor post harvest management
SPC
Yeast / Mold
Coliform
E.Coli
Key Quality Attributes for Capsicum Products
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US crop - challenges
• Weather
• Planting size
• Yields
• Disease pressure
• Competing Crops
• Carry forward stocks from other origins
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US crop - outlook
• Smaller 2013 crop compared to 2012 (
10% drop)
• Pricing pressure from other origins
• Focus on cost management /
mechanization
• Pricing increase in new crop
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Overall – Global outlook
• High carry forward stocks in 2013
Lower pricing through 2013
• Lower planting in 2013
Less available stocks in 2014
Higher pricing for good quality – supply
shortage
• FSMA, Food safety and quality
management critical
Farm management – Pesticides
Post Harvest management – Toxins
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Peru Capsicums to focus on..
• Cost Management initiatives
Yield improvement
Mechanization of agriculture practices
• Agricultural Practices
Pesticide control and management
• Post Harvest Management
Mechanical Drying
Reduction of Toxins, Yeast & Mold, SPC
Extraneous matter & Insect Fragment control.
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Thank you
Questions ?