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Southern Hemisphere Fruit Trade Congress highlighted key priorities of SHAFFE in 2021

Southern Hemisphere Fruit Trade Congress highlighted key priorities of SHAFFE in 2021
PRESS RELEASE

First Southern Hemisphere Fruit Trade Congress highlighted the key priorities of the Southern Hemisphere Association of Fresh Fruit Exporters (SHAFFE) in its strategy for 2021 – 2023 and served as a platform for announcing a new cooperation agreement with the Chinese fruit importing industry. The first ever online event also highlighted the key challenges and opportunities for the region and defined that building on individual key strengths is the way forward for 2021 and beyond.

The Southern Hemisphere Fruit Trade Congress organized by the Southern Hemisphere Association of Fresh Fruit Exporters (www.shaffe.net), with the defining theme “Keeping the World supplied” has taken place virtually on the 25th of March 2021. With 615 registered participants from all-over the world and two run-ups for convenient dial-in from different time zones, the first annual Congress has reached an exceptional outreach.

Starting with a keynote speech by FAO Deputy Director General Ms Beth Bechdol, highlighting the importance of the support of the fresh fruit industry to the United Nations campaign “International Year of Fruit and Vegetables 2021, at the heart of the conference program have been the outlook review provided by current SHAFFE president Charif Christian Carvajal from the Chilean Fruit Exporters Association (ASOEX). Mr. Carvajal highlighted the key areas of activity of SHAFFE, including strengthening the organizations resource availability, stimulating formation of fresh produce industry professionals’, modernizing information systems, and collaborating with like – minded trade organizations and international public entities to create common grounds of dialogue and exchange. The outlook was accompanied by an extensive outlook panel discussion moderated by SHAFFE Secretary General Nelli Hajdu together with 8 thought leaders from the various Southern Hemisphere countries.

The SHAFFE congress was also the scene for the signing of a Memorandum of Understanding with the China Chamber of Commerce of Foodstuffs, Native Produce and Animal By-Products (CCCFNA). The Chinese market has become an important outlet for Southern Hemisphere Traders. The market has been growing 90% over the past five years to 2.5 billion USD market.

The Southern Hemisphere looks back on a very good season 2020 despite Covid-19 constraints challenging producing and trading operations. With a decrease of 8% in volume but a continued increase of value of 5% in 2020 (9.8 million T, 14.6 billion USD), Southern Hemisphere traders have secured continuous fruit supply in 2020. The outlook was followed with a panel discussion with thought leaders from the 8 Southern Hemisphere SHAFFE member countries, highlighting the state of play of their respective industries, capitalizing their key individual strengths from investment into organic to emphasis on varietal diversification and/or to branding the desire of consumers for food safety.

The congress additionally showcased contributions from SHAFFE partner organisations including the the China Chamber of Commerce of Foodstuffs, Native Produce and Animal By-Products (CCCFNA), Freshfel, the European Fresh Produce Association, British Summer Fruits,the US Produce Marketing Association , Canadian Produce Marketing Association and the International Federation for Produce Standards), hence wrapping up a complexity of tasks and challenges for the interconnected global fruit sector.

About SHAFFE:

SHAFFE – The Southern Hemisphere Association of Fresh Fruit Exporters was founded in 1991, and is currently composed of the leading trade associations in the produce sector from Argentina, Australia, Brazil, Chile, New Zealand, Peru, South Africa and Uruguay. At the heart of the organizations daily work is connecting people from the fresh fruit trade and sharing timely and relevant knowledge affecting the produce industry. More information at www.shaffe.net

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Deputy Director General of FAO will be present at SHAFFE’s very first “Southern Hemisphere Fresh Fruit Trade Congress”

FAO Deputy Director General Beth Bechdol will be present at SHAFFE’s very first "Southern Hemisphere Fresh Fruit Trade Congress" © FAO
PRESS RELEASE

 

With the aim of bringing the fruit industries of the Southern and Northern Hemisphere closer together and to allow better planning for the coming year, SHAFFE will hold the first “Southern Hemisphere Fresh Fruit Trade Congress” on the 25th of March 2021, with the defining theme of “Keeping the world supplied” – a critical topic thrown into sharp focus in the context of the COVID-19 pandemic. The program of the Congress is now available online. In light of the ongoing International Year of Fruit and Vegetables declared by the United Nations (UN),  SHAFFE  is honoured to announce, that Food And Agriculture Organization of the UN (FAO) Deputy Director General Beth Bechdol will be opening the conference with a key note speech – on the importance of the Fruit industry to global agri-food systems.

 

3rd March 2021 – “We are more than honoured, to have secured such a high-level speaker for our conference, as this more than ever shows the importance of availability of fruit and vegetables as a key element to global nutrition and a healthy global society”, says SHAFFE president Mr. Charif Christian Carvajal M.  Next to FAO Deputy Director General Beth Bechdol, the program will include targeted market intelligence and discussion on trade flows and figures, crop trends and industry outlooks provided by experienced trade experts from all eight Southern Hemisphere countries – among them Mr. Nathan Hancock from Citrus Australia, Federico Baya from the Argentinian Blueberry Committee, Luiz Eduardo Raffaelli from Abrafrutas, Ignacio Caballero from the Chilean Fruit Exporters Association (ASOEX), Alan Pollard from New Zealand Apple and Pears, Ricardo Polis from ProCitrus Peru, Prof. Ferdi Meyer from the Bureau of Food and Agricultural Policy in South Africa and Carlos Maria Fraschini from Upefruy, Uruguay.

The conference will be held online in two different time slots, with the aim of facilitating the participation of representatives from different parts of the world. The first version will be at 11.00 a.m. (Central European time) to target Asian and Oceanian trade participants, while the second version will be at 5:00 pm (Central European time), to allow for the participation of North American, European and Latin American partners. During this congress, fresh produce professionals will have the opportunity to gather information on crop trends, production prospects and trade flows for the coming year, through the contributions from all SHAFFE members and market intelligence on consumer trends by the leading global research agency, IPSOS.

The Southern Hemisphere Association of Fresh Fruit Exporters (SHAFFE) was founded in the early 1990s as an exchange network for major Southern Hemisphere temperate fresh fruit exporters and growers. In total, its member countries represent an export volume of 11 million tons of fresh fruits, with a market value of 14 billion dollars, and a 25% share of the global produce export market.

During its almost 30 years of existence, SHAFFE has led important initiatives, such as establishing the exchange of data on key crops among its members, as well as organizing global membership forums, developing joint research initiatives, analysing and monitoring changes in procedures and policies in global markets, as well as providing instances of exchange and learning among its members.

In the digital age, which has been accelerated given the context of the Covid-19 pandemic and an increasingly complex global business environment, the members of SHAFFE have taken on the task of strengthening cooperation, through a more innovative format and closer collaborations, in such a way as to connect the fresh fruit industry of the southern hemisphere through the exchange of knowledge, facilitate access to markets and promote world fruit trade.

With a renewed Secretariat under the coordination of Ms Nelli Hajdu and a new presidency team led by Charif Christian Carvajal, who is marketing director Europe / Asia of the Chilean Fruit Exporters Association (ASOEX) in the role of president and Marta Betancur, representative from UPEFRUY in the role of vice president, SHAFFE is focused on strengthening the availability of resources for the entity, creating a supportive environment for the training of professionals in the fruit trade, developing closer collaborations with other similar industry trade associations, modernizing the exchange of information and communicating the role and contribution of SHAFFE to the global trade of fresh produce.

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SHAFFE Annual General Meeting elects new Chilean-Uruguayan presidency team for the term 2021-23

Charif Christian Carvajal
© SHAFFE /// PRESS RELEASE

 

SHAFFE, The Southern Hemisphere Association of Fresh Fruit Exporter, has held its Annual General Meeting at the 4th of February 2021 online that has served as a starting point for the annual agenda setting of the organisation. The assembly has elected Mr. Charif Christian Carvajal M. (PhD) from the Chilean Fruit Exporters Association (ASOEX) as new president for the term 2021-23. The presidency of Chile takes over from the presidency of South Africa, that was held by Mr. Anton Kruger (CEO, Fresh Produce Exporter Forum – FPEF). The vice-presidency will be taken over by Ms. Marta Betancur, Upefruy representative in Uruguay. 

 

8 February 2021 – Mr. Charif Christian Carvajal M. is the Director of Marketing for Europe, Asia and Middle East of the Chilean Fruit Exporters Association (ASOEX), a non-profit entity whose members represent 90% of the total volume of fresh fruit exported from Chile. Mr. Carvajal has more than 20 years of experience in international export promotion in Europe and Asia, sectorial branding and O2O retail channel advertising.  Chile, represented through ASOEX held the vice-presidency throughout the term 2019-2021, and as part of ASOEX, Mr. Carvajal has contributed to shaping the priorities in the association and played an essential role in setting up the upcoming “Southern Hemipshere Fresh Fruit Trade Congress 2021”. He underlines, that: “SHAFFE is unique organisation, providing a platform of all relevant Southern Hemisphere fruit trade players, to understand current global trade dynamics and to learn from each other. Together we have a significant knowledge and market experience – that needs to be seen and shared more!”.  Amongst his priorities will be, to position the organisation as turnstile for dialogue and mutual learning between SHAFFE members and Northern Hemisphere traders.

Together with the new presidency team, SHAFFE will now continue, to work with high speed towards the finalisation of the program for the “Southern Hemisphere Fresh Fruit Trade Congress”, which will take place online at the 25th of March 2021. With the defining theme “Keeping the world supplied”, this first edition will be dedicated to give exclusive insights and market intelligence on the current production & trading situation for key temperate fruit crop under pandemic conditions with contributions from all eight Southern Hemisphere suppliers: Argentina, Australia, Brazil, Chile, New Zealand, Peru, Uruguay and South Africa. Southern Hemisphere exporters contribute with 11 million tons of exported temperate fruit with a market value of $14 billion USD to nearly a quarter of global fruit supply and play a significant role to the availability of healthy food choices.

According to SHAFFE Secretary General Nelli Hajdu. “The number of registrations since the launch of the congress show to us, that there is need for market intelligence and information from key suppliers of the Southern Hemisphere – and we will do our best, to deliver.”

The members and the secretariat of SHAFFE thank the South African presidency and Mr. Anton Kruger from the Fresh Produce Exporter Forum, South Africa for his dedicated work throughout the last years. South Africa has been showing strong leadership during the acute crisis management when increasing barriers to production and trade appeared through the Covid-19 pandemic and have next to the attention to sustainability matters, also shaped the organisations internal transition.

More information on the Southern Hemisphere Fresh Fruit Trade Congress is available via the https://shaffe.net/shaffe-congress-2021/

 

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“Keeping the world supplied”, the first virtual Annual Southern Hemisphere Fresh Fruit Trade congress

“Keeping the world supplied”, the first virtual Annual Southern Hemisphere Fresh Fruit Trade congress
PRESS RELEASE

 

The Southern Hemisphere Association of Fresh Fruit Exporters will launch its very first Annual Southern Hemisphere Fresh Fruit Trade congress at the 25th of March 2021. With the defining theme “Keeping the world supplied”, this first edition will be dedicated to give exclusive insights and market intelligence on the current production & trading situation for key temperate fruit crop under pandemic conditions with contributions from all eight Southern Hemisphere suppliers: Argentina, Australia, Brazil, Chile, New Zealand, Peru, Uruguay and South Africa. Southern Hemisphere exporters contribute with 11 million T of exported temperate fruit with a market value of $ 14 billion USD to nearly ¼ of global fruit supply and play a significant role to the availability of healthy food choices.

 

Tuesday, 2nd February 2021 – The 1st virtual Southern Hemisphere Fresh Fruit Trade congress will be taking place at the 25th of March 2021, providing for the first time in the associations history exclusive market insights from all eight big Southern Hemisphere exporting nations with regard to crop trends, production and trade outlook for the year ahead. “We want to contribute towards more predictability and market know-how during these difficult times – and allow our trading partners in the Northern Hemisphere countries better planning for the year ahead”, says passing SHAFFE president Anton Kruger, Fresh Produce Exporters’ Forum (FPEF), South Africa. He adds “We receive many requests to share our market intelligence with a broader public – something we normally had done individually during one of the many annual trade shows throughout the year. This year we are teaming up, to show our common value and how we ensure supply security in our countries!”

“In order, to allow as many of our trading partners in the Northern Hemisphere to participate to the congress, we have decided to run two passages in one day, one at 11.00 am, to target our Asian trading partners and one run-up at 5.00 pm, to allow Northern American and European partners to join. With its globalized trading network, SHAFFE operates in an incredibly unique and international environment – a challenge we are happy to take for the congress!”, says SHAFFE Secretary General Nelli Hajdu. The program will encompass outlook reflections from all SHAFFE member associations (Fedecitrus, Argentinan Blueberry Committee, CAFI, Citrus Australia, Abrafrutas, Chilean Fruit Exporter Association (ASOEX), New Zealand Apple and Pears, ProCitrus, Upefruy, Fruit SA), detailed analysis of global temperate fruit trade developments and insights on changing consumer patterns for fruit consumption and purchase in key markets such as the U.S., China, Germany, U.K. and Russia. The secretariat is working with high speed towards the launch of the program. The registration-link is already open and participation will be free.

For more information please visit SHAFFE website.

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SHAFFE’s future will be sustainable

SHAFFE’s future will be sustainable

 

The Southern Hemisphere Association of Fresh Fruit Exporters (SHAFFE) announced at its Annual General Meeting at Fruit Logistica in Berlin that it will be paying increasing attention to sustainability matters and climatic challenges. This was the message communicated by Konanani Liphadzi, CEO of Fruit SA and president of SHAFFE. The association also discussed the potential repercussions of the EU’s Green Deal for the international fruit trade and welcomed a new member, Brazil’s exporter organisation Abrafrutas.

Besides discussing how the association will respond to climatic challenge and handle matters related to social and labour rights, the meeting focused on reviewing the current situation in the Southern Hemisphere countries with regards to legal and volunteering initiatives. SHAFFE members will continue throughout 2020 to consider SPS, TBT and NTB market access barriers in the three key markets of Europe, Asia and the US and observe the ongoing international developments to tackle environmental challenges.

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SHAFFE elects new president and sets the priorities for the upcoming year

SHAFFE – The Southern Hemisphere Association of Fresh Fruit Exporters has elected Dr. Konanani Liphadzi (CEO: Fruit South Africa) as the new president of the association. The election took place during the Annual General Meeting of the association on the 7th of February 2019 in Berlin, during the 27th Fruit Logistica fresh produce trade show. The presidency of South Africa takes over from the presidency of New Zealand that was held by Mr. Alan Pollard (New Zealand Apple and Pears Inc). The vice-presidency will be taken over by Mr. Ronald Bown (Asociación de Exportadores de Frutas de Chile AG)

Ms. Konanani Liphadzi is the current C.E.O of Fruit South Africa, an organisation that supports the South African fruit producers on market access matters, as well as driving the industry agenda locally. She has been shaping the priorities of SHAFFE over the past two years in her role as vice-president, during the period 2017-19. Ms. Liphadzi looks forward to the upcoming presidency: „SHAFFE is a great network of exchange among the key players in the Southern Hemisphere, which allows continuous learning from each other. We will continue to work towards better internal exchange on relevant policy developments in the area of food safety and plant health, but also towards improved visibility of the organisation as such!“ Amongst her key delivarables are continued implementation of results from the strategy review in 2017, as well as driving efficiency in internal and external communication.

Southern Hemisphere countries, which include Argentina, Australia, Brazil, Chile, New Zealand, Peru, South Africa and Uruguay, are amongst the most active traders worldwide. In total, SHAFFE countries comprise an export volume of approximately 9 million tonnes and a market value of 12.5 billion USD. This constitutes a total of 20% of the global export market. SHAFFE is the global umbrella and was founded in the early 1990s. The association provides critical market intelligence for its members and helps to maintain sustainable export growth from the Southern Hemisphere into the rest of the globe.

Continued analysis of the evolving business landscape locally, as well as in the Northern Hemisphere was highlighted as a priority. Of particular importance is collection of key data, e.g. on exports, as well as the growing range of plantings, to allow for more accurate market forecasts. The coming years are likely to see increased regulatory changes, especially pertaining to food safety and plant health. So, we remain poised for challenging trade policies by key trading partners in the Northern Hemishpere. Changing climatic conditions are also bound to impact production.

The members of SHAFFE thank Mr. Alan Pollard from New Zealand Apples and Pears Inc. for his dedicated work during his presidency and for his perseverance in raising cogniscance regarding growing biosecurity challenges relevant to global trading operations.