Ukrainians revised their berry preferences

In Ukraine is increasingly manifest in the contemporary global trends. First is proper nutrition. Secondly, in the fashion of so-called "super snack".

Ukrainians revised their berry preferences that are already made manufacturers change the structure of production. In particular, strawberries began to grow less, and raspberry, on the contrary, more writes UBR.

So, agricultural enterprises of Ukraine for the past four years has reduced share strawberries in the total production of fruit from 72,3% to 53.3%. Share raspberry for this period increased from 6.2% to 18.7%. But with currants all the old — 15.5% in total production.

"Trends associated with the increase in the selling season raspberries. Ukrainians want to buy a quality product good presentation," says project Manager of "UkrAgroConsult" Olga Brain.

But the main problem for producers of fruits and berries — low solvent demand on the domestic market and competition with the goods grown on private land, the cost of which no one said.

Strawberry stuffed

Production of berries in Ukraine is 125 – 130 thousand tons per year. For the last five years, the volume increased by 5 – 9%, and the proportion of farms made up 10% (the remaining 90% of the farming population).

The capacity of the domestic berry market experts estimate about 120 thousand tons. While potentially it can grow four times. After all now the average Ukrainian, according to the Brain, eats only The 3.2 – 3.7 kg berries per year, which is much less than in Europe (12 – 16 kg/person per year).

But there are more Ukrainians can not — nothing to pay. Therefore, as notes the Deputy Director of the Institute of horticulture NAAS of Ukraine Alexander Eremenko, the production of most tradable in Ukraine is berries — strawberries — reached its peak (nearly 62 thousand tons).

"Domestic production of strawberries slowed down. Not attractive prices, and manufacturers are forced to seek new markets," said Yaremenko.

In addition, everbearing strawberry varieties (repeatedly able to bloom and bear fruit within one vegetation period) not popular, but because of its area do not grow. And consumer demand shifted in the direction of raspberries, which has long represented on the market in fresh.

"Fresh berries in Ukraine is implemented because not enough capacity in its storage. Therefore, breeders have increased the sales season, utilizing new varieties, which allow to collect several harvests for the season," explained Brain.

The main sales are through markets. About a quarter of the berries sold by through organized markets, another 24% through wholesale, 20% through natural. Directly from the field leaving about 10% product and 14% is processing. On a network of retail accounts for just 7% of sales.

Sales of fresh berries through retail chains is insignificant, because not everywhere there are conditions for storage. Through network selling mostly strawberries (79%).

Berries make fashionable

Not having the funds for the construction of processing facilities or modern warehouses, manufacturers looking for output in the development of niche high-yield crops. "For example, blueberries have demonstrated phenomenal growth," said Alexander Yaremenko.

Blueberries are still popular and gradually moved her plantation from the Northern and Central regions of the country to the southern regions.

"But this fruit is difficult to grow, but because of the high risks of losing investments in violation of the technology. The problem is exacerbated by the shortage specialized agronomists and the fact that this business came investors from sectors not related to agricultural production. So there is a fading interest," explained Brain.

Experts believe that the cultivation of unique products, orientation children (as in the sales of dairy or confectionery products) can to increase sales. For example, due to the "surprises" in the packages – the same toys.

Also in Ukraine is increasingly manifest and the modern world trends. First is proper nutrition. The consumer wants to simple fresh and organic products (as in natural form, and as supplements). This trend is common in all food industry (milk, confectionaries, etc.).

Secondly, in the fashion of so-called "super snack". Consumers expect special nutritional value from snacks. It can be berry juices meats, the addition of berries in the finished products. Popular combinations of flavors for example, fruit and vegetable sauce.

The same blueberries can serve as an example of the so-called "super fruit", who are your customers looking for. This product is rich in antioxidants, slows aging and also has healing properties, and just delicious. Second the popularity can be called Goja berries.

Neighbors for dessert

Our farmers are counting on the export of berries. But this is not all smoothly. "Ukrainian farmers are accustomed to, the main thing — to grow the product. And to whom to sell the guess after. For a border all the way around: products grown for a specific customer," — said the head of the Association "Ukrsudprom" Dmitry Baby.

According to him, Ukraine has grown varieties of fruit, designed for the tastes of the inhabitants of the CIS countries and in Europe or Asia popular very different products.

Therefore, farmers need to identify promising culture, including niche, which in small amounts can produce significant income. In first and foremost, at the expense of exports to the EU, where there is, for example, the shortage of organic fruits and berries. Plus there are consumers able expensive to pay for a quality product.

Overseas production is grown for a specific customer.

However, according to the first Vice-President of the CCI of Ukraine Mykhailo Narana, our farmers don't want to mess with production products export quality. "Last year we tried to organize such a project for the export of berries in the countries of Western Europe, but he did not go. Including the fact that farmers need to work on more a high level", — said Wrong.

According to him, the current conditions of international trade require agro-technological pipeline, which employs a small and medium-sized enterprises.

"We need to unite in cooperatives for the formation of consignments. Work on the quality of the product, its current packaging. It's not just go and sell it on the market. Then you need the psychology of the farmer change," — said Vice-President of the CCI of Ukraine.In Europe there is a shortage of berries, but our producers are not short on quality.

In addition, as noted Dmitry Kroshka, Ukraine could sell and their hybrids are plants that are even more profitable than selling the finished products. But you need to overcome the many regulatory barriers registration and certification of new varieties in the neighbouring countries.

"Before, we were confident that everything sold in Ukraine, and now we understand that we must look for new markets. No one will come on the field for commodity or buy very limited amounts," says Director "Brusvyana" Liliana Dmitriev.

Deputy Minister of agrarian policy and food of Ukraine on European integration Olga Trofimova promised that all appeals farmers with information about the presence of demand in the country for our products will be taken to the work. The state will also begin the procedure mutual recognition of certificates of conformity. "This year on direct support garden and berry farms in the budget a planned 75 million UAH, including on compensation for the new bookmark gardens. In addition, there are reimbursement rates on loans," he assured Trafimava.