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1、ROMANIA–FRUITSANDVEGETABLESEXPORTPOTENTIALASSESSMENTDumitrescuMarie-JeanneDuring2003-2007,Romaniawasadynamicexporteroffruitsandvegetables,recordinganannualaveragegrowthinvalueof5.4%.Thistrendwasdrivenmainlybytheexcellentperformanceoffruitsexports,whichregisteredanaveragegrowthof8%.Ye
2、t,fruitsandvegetableexportsin2008showedanimportantdecreasingofnearly17%comparedtoayearearlier.Consequently,Romaniaremainsanetimporteroffruitsandvegetables,thoughisamongthe20largestexportersintheworld,witharound67millionEurosofexportsin2008.Romaniahassignificantstrengthsinthefreshfrui
3、tsandvegetablessector,especiallythequalityandsafetyofitsproducts,butthereareseveralfactorsthatnegativelyaffectitscompetitiveness.Theseincludethehighfragmentationofagriculturallandandtheprofusionofsmall-scalesubsistencefarms,unabletoproduceforeitherthedomesticorforeignmarket.A.Product
4、ionRomania’stotalproductionoffruitsandvegetablesreachedabout15milliontonsin2007,withvegetablessectoraccountingfornearly80%.Nevertheless,thevegetablessectorseemstobemoredynamicthanthefruitssectorasregardstheproductionperformance.B.DistributionanddomesticmarketcharacteristicsDistributi
5、onchannelsoffruitsandvegetablesaregroupedin2categories:-Shortdistributionchannel–directsalesandlocalproducers’markets-Traditionaldistributionchannel–wholesale(distributors,importers)andretailmarkets(hyperandsupermarkets,openmarkets,specializedshops)Marketingandsalestothepublicarethem
6、ostimportantfunctionsattheretaillevel.Thestructureoftheretailtradeforfruitandvegetablesofferstheconsumerthepossibilitytomakeachoicefromvariouspointsofsale,themostimportantbeing:-specializedfruitandvegetablesshops;-hyper/supermarkets;-open-airmarkets;-producers/farmers.Domesticsupplyc
7、ouldbestructuredintwomaincategories:localproductionandimports.Therearetwoseasonpeaks:summerandwinter.Importsarefrequentlyusedduringthewinterseason,whensupplyismainlyprovidedbydistributorsandspecializedcompanies.Internalofferisnotcoveringtheentire12monthsoftheyear,sotherearesomeshorta
8、gesbetweensu
