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1、ROMANIA–FRUITSANDVEGETABLESEXPORTPOTENTIALASSESSMENTDumitrescuMarie-JeanneDuring2003-2007,Romaniawasadynamicexporteroffruitsandvegetables,recordinganannualaveragegrowthinvalueof5.4%.Thistrendwasdrivenmainlybytheexcellentperformanceoffruitsexports,whichregisteredanaveragegrowthof8%.Yet,fruitsandve
2、getableexportsin2008showedanimportantdecreasingofnearly17%comparedtoayearearlier.Consequently,Romaniaremainsanetimporteroffruitsandvegetables,thoughisamongthe20largestexportersintheworld,witharound67millionEurosofexportsin2008.Romaniahassignificantstrengthsinthefreshfruitsandvegetablessector,espe
3、ciallythequalityandsafetyofitsproducts,butthereareseveralfactorsthatnegativelyaffectitscompetitiveness.Theseincludethehighfragmentationofagriculturallandandtheprofusionofsmall-scalesubsistencefarms,unabletoproduceforeitherthedomesticorforeignmarket.A.ProductionRomania’stotalproductionoffruitsandv
4、egetablesreachedabout15milliontonsin2007,withvegetablessectoraccountingfornearly80%.Nevertheless,thevegetablessectorseemstobemoredynamicthanthefruitssectorasregardstheproductionperformance.B.DistributionanddomesticmarketcharacteristicsDistributionchannelsoffruitsandvegetablesaregroupedin2categori
5、es:-Shortdistributionchannel–directsalesandlocalproducers’markets-Traditionaldistributionchannel–wholesale(distributors,importers)andretailmarkets(hyperandsupermarkets,openmarkets,specializedshops)Marketingandsalestothepublicarethemostimportantfunctionsattheretaillevel.Thestructureoftheretailtrad
6、eforfruitandvegetablesofferstheconsumerthepossibilitytomakeachoicefromvariouspointsofsale,themostimportantbeing:-specializedfruitandvegetablesshops;-hyper/supermarkets;-open-airmarkets;-producers/farmers.Domesticsupplycouldbestructuredintwomaincategories:localproductionandimports.Therearetwoseaso
7、npeaks:summerandwinter.Importsarefrequentlyusedduringthewinterseason,whensupplyismainlyprovidedbydistributorsandspecializedcompanies.Internalofferisnotcoveringtheentire12monthsoftheyear,sotherearesomeshortagesbetweensu