Department of agriculture Fo re | fe Nn JAX | rl Cu Itu re
Foreign Agricultural Service
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What it Means for U.S. Exporters
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Marketing News
2 Foreign Agriculture
U.S. Cooperators Boost The U.S. Feed Grains Council and the American Soybean Association are in the second
Barley Consumption in Tunisia year of a promising program which encourages early weaning of Tunisian sheep to a diet of
whole barley, soybean meal, vitamins and minerals. The program could revolutionize
Tunisian sheep production through increased litter sizes, higher meat yields and more
frequent lambing. It could also lead to expanded barley and soybean meal consumption. The
cooperators are conducting similar programs for the dairy and beef sectors, also likely to
increase consumption. Tunisia will purchase barley and soybean meal according to
foreign aid availability, credit, price and subsidy programs.
New Storage Idea The American Plywood Association (APA) is undertaking an intensive promotional effort
From APA in Europe throughout Europe for its 1,100-liter plywood bin. The bin, a sturdy, reusable wooden
container lined with an aseptic bag, is the result of considerable design and field efforts
by Association engineers and U.S. bin fabricators. The bin was introduced to potential
overseas users—producers and processors of liquid or semi-liquid agricultural goods—at the
Technoconserve exhibition in Parma, Italy, in November 1985.
M. G. Robert Verhorst, based in APA’s Antwerp office, represented the Association at the
Technoconserve fair. He reporis that the bin attracted much attention from the tomato
paste industry, as well as from fruit crush, fruit concentrate and olive oil firms. Further
inquiries have been received from European users on the possible use of the bins for animal
fats and small fish. The bin also has many industrial packaging applications.
For design and other information on the bin, contact any of the APA’s European offices,
located in London (Tel. 01629-3437), Antwerp (Tel. 3 449 6472) and Hamburg (Tel
40 353047).
Variety Meats Featured at Last spring, U.S. Meat Export Federation staff in Mexico held a dinner featuring U.S. beef
MEF-Sponsored Dinner and pork offals at the U.S. Ambassador's residence. The dishes, prepared by a renowned
local chef, were of U.S. origin and included pate, tripe a la mode, head cheese, garlic salami,
ox-tail soup, tongue gelee and pickled pork feet.
Attending the dinner were 35 of Mexico's food industry leaders, including importers,
supermarket personnel, distributors and independent operators. The Mexican market for
variety meats is a significant one, as Mexico imported 59,880 metric tons of variety meats
from the United States in 1985.
USW Hosts Yugoslavian Future wheat trade between Eastern Bloc nations and the United States may be
Wheat Marketing Conference more promising as a result of a recent U.S. Wheat Associates—sponsored marketing
conference in Yugoslavia. U.S. Wheat hosted the two-day round of information sessions
for grain trade officials from Yugoslavia, Romania and Bulgaria. The sessions were aimed
at outlining the current world supply and demand situation for wheat and providing
foreign officials with the details they need to participate more fully in U.S. government
export programs.
Among other items addressed at the conference were trends in world wheat consumption,
the workings of the U.S. grain inspection system, current U.S. farm legislation and the role
of U.S. farmer cooperatives in wheat export marketing. Of particular importance to the East
Europeans were trends in financing wheat imports, the economic factors affecting ocean
transportation, U.S. market opportunities for European products and the future role of
long-term grain supply agreements.
Volume XXIV No. 10 October 1986 3
The Magazine for
Business Firms Featu res
Selling U.S. Farm
Products Overseas
Portugal’s Accession: How Will It Affect Trade Ties With U.S.?
Published by
U.S. Department of Agriculture 7 .
Foreign Agricultural Service The future of U.S.-Portuguese agricultural trade has been clouded by Portugal's
accession to the European Community.
Managing Editor
Lynn K. Goldsbrough
(202) 382-9442 California’s Table Grapes Enjoy a Great Year
me aren Exporters of high-quality U.S. table grapes experienced a record-shattering export
year—and prospects over the near term look good
Writers
David Garten
=dwin N. Moffett
Flobert Moser
per American sweets exporters will face heavy competition from European Community
Jennifer M. Smith nations in selling goods to West Germany.
U.S. Sweets Exporters Face Long Road in German Market
Associate Designer
Sylvia Duerksen Hong Kong Is Tops at Cracking U.S. Shell Eggs
Victor Newman
Although Chinese homemakers prefer brown eggs, U.S. white eggs are big on the
, ‘ menus at hotels, western-style restaurants and fast food outlets.
ext of this magazine may be reprinted
freely. Photographs may not be reprinted
without permission. Contact the Design
Director on (202) 447-6281 for instructions Taiwan Holds Opportunity for U.S. Citrus Sales
Use of commercial and trade names does
not imply approval or constitute e .
endorsement by USDA or the Foreign Taiwan's imports of oranges, grapefruit and lemons have been growing steadily.
pe acerca ahi The United States supplies a good share of those imports
Agriculture has determined that publication
of this periodical is necessary in the
transaction of public business required by
law of this Department. Use of funds for
printing Foreign Agriculture has been D rt t
approved by the Director, Office of epa men Ss
Management and Budget, through March 31
1987. Yearly subscription rate $16.00
domestic, $20.00 foreign, single copies $2.75
domestic, $3.45 foreign. Order from
Superintendent of Documents, Government
Printing Office, Washington, DC 20402
Marketing News
Fact File: The Targeted Export Assistance Program
Country Briefs
Portugal’s Accession: How Will It
Affect Trade Ties With U.S.?
4 Foreign Agriculture
By Homer Sabatini
The accession of Portugal to the
European Community (EC) on Jan. 1,
1986, has raised a number of questions
about the future of U.S. agricultural trade
with the Iberian Peninsula. U.S. exporters
are concerned about the status of
traditional exports as well as expansion
in new product areas.
Many of the expected changes will be a
result of the integration of Portugal's
agriculture into that of the Community.
Integration of Portugal's agricultural
sector into that of the EC began March 1,
1986. About 85 percent of Portuguese
agricultural production will have a two-
stage transition period of five years
each—10 years in all.
The major products in this group are
grains, rice, dairy products, beef, pork,
poultry and eggs, fresh fruits and
vegetables and wine. For most of these
products, EC rules are introduced
gradually, and mostly after the end of the
first period.
Another group of products, such as
processed fruits and vegetables, tobacco,
seeds, mutton, goat meat and cotton have
a one-stage, seven-year transition period.
For these products, the EC regime for
imports from third countries was adopted
upon accession, while alignment of duties
will be gradual.
Fats and oils have a 10-year transition
period with special limitations on seed oil
consumption and oil and meal imports in
effect during the first five years.
Impact of Accession on U.S. Farm
Trade
The principal U.S. exports to Portugal—
grains and oilseeds—are the very
commodities that will be most adversely
affected by Portugal’s membership in the
EC.
The Community's trade policy measures
will erode the U.S. grain market and
threaten to prevent the growth of
Portugal’s oilseed imports. On the other
hand, Portuguese accession into the EC
should not necessarily have an immediate
and direct adverse impact on U.S. exports
of commodities such as cotton, tallow,
hides and skins.
In these cases, especially cotton,
competition from other countries will
generally outweigh EC trade
impediments. (EC retaliatory measures
against U.S. tallow imposed in response
to U.S. action on EC steel do not apply to
U.S. exports to Portugal.)
For a variety of U.S. exports, this is the
likely scenario for trade in the near to
medium term:
Grains and Rice
During the first phase of the transition
period, Portugal is formally committed to
buying at least 15.5 percent of its grain
imports from the EC. It also must grant
import levy preferences to the EC on an
increasingly larger portion of its grain
imports.
These preferences apply to the private
portion of the grain trade, which is 20
percent of total grain imports in 1986 and
an additional 20 percent in each of the
following years.
Through 1990, the non-private imports will
continue to be made by a government
agency and will not be subject to an
import levy. The levy on private imports is
determined by bids on tenders opened by
Portugal’s grain commission. The firm that
offers the highest levy wins the bid.
October 1986 5
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6 Foreign Agriculture
Since EC grain is higher priced than grain
from third countries, importers of EC grain
could not be expected to offer levies
higher than those on imports from third
countries.
Therefore, a corrective element has been
introduced to offset the difference
between the EC and the world price. In
addition, imports from the EC have a
preferential element of 5 ECUs per metric
ton.
There is widespread feeling in Portuguese
grain circles that the EC Commission
could turn the corrective element into an
additional preferential element. The first
tender for 70,000 tons of corn by the
private sector was opened in June
In 1991, the Portuguese grain system will
be fully integrated into that of the EC.
Imports from third countries will pay the
full EC levy while imports form the EC will
be levy-free.
Corn is the principal U.S. export to
Portugal. Through 1985, the United
States was virtually the sole supplier of
Portugal's corn imports, but Argentina
made some sizable sales in January
1986. For the next few years, CCC credit,
if available, should help the United States
retain its predominant position in
Portugal's corn import market.
However, in about two years, Portugal’s
use of corn could well drop by half from
the 1984/85 level of 2 million tons
because of increased use of non-grain
feed ingredients and, more importantly,
increased use of EC barley and feed
wheat. Furthermore, corn from the EC will
likely displace part of the imports from
third countries.
The Portuguese government aims to
reduce the country’s dependence on corn
and to re-orient livestock rations from corn
to ingredients more prevalent in the rest
of the EC. On the other hand, as Portugal
tries to bring about this switch, for the
next two or three years, there might be
some limited export opportunities for U.S.
barley and sorghum.
U.S.-Portuguese Trade
Portugal imports about 60 percent of its
food needs and all its fiber
requirements. With the help of USDA's
Commodity Credit Corporation (CCC)
credit programs, the United States was
the largest supplier of agricultural
products to Portugal prior to accession.
In 1985, U.S. exports to Portugal were
valued at $428 million, accounting for
roughly 35 percent of the Portuguese
import market.
The U.S. share was down from nearly
half of Portugal's total farm imports just
a year earlier. One of the primary
reasons for the drop was high U.S.
prices due to the strong U.S. dollar.
Although Portugal has less than 10
million people and the lowest per capita
income in Western Europe (about
$2,150 per year), during most of the
past decade it was a major and growing
market for U.S. agricultural products.
Two product groups—grains (including
rice) and oilseeds—account for 92-93
percent of U.S. farm product exports to
Portugal. Cotton, tallow, hides and skins
and tobacco account for another 6-7
percent.
The remaining 1 percent or so consists
of some 125 products or groups of
products of varying degrees of
importance.
The U.S. farm bill signed in December
1985, a weakened dollar and quality
control measures should help restore
U.S. competitiveness in the Portuguese
market.
Nevertheless, while Portuguese farm
imports should hold steady this year, the
U.S. share of the import market will
likely show a further drop because of
new and serious trade impediments
resulting from Portugal’s accession to
the EC.
Sales of corn gluten feed should also
expand, if no policy restrictions are
imposed. But the value of these
anticipated gains, if they occur, will be far
smaller than the anticipated loss in corn
sales.
In wheat, the U.S. position as the
predominant supplier will be gradually
eroded by EC competition. Canada also
entered the Portuguese wheat market
recently. In 1986/87, the United States
should still be able to supply about 80
percent of the import market if CCC credit
remains available.
For the time being, Portuguese imports of
U.S. hard red winter wheat (normally
some 250,000 tons a year) should not be
affected by Portugal's accession to the
EC. However, for the longer term, the
unknown factor is whether wheat gluten
from the EC wil reduce the need for hard
red winter wheat.
CCC credit, more competitive U.S. prices
for the portion of imports not subject to
the levy and promotional activity at the
consumer level could help brighten
prospects for U.S. rice, which have
suffered considerably in recent months.
Oilseeds
Expansion of the Portuguese soybean
market is threatened by EC-imposed
quantitative restrictions on imports of
oilseeds based on estimated Portuguese
domestic consumption requirements for
vegetable oils. These measures will be in
place for the first five years after
accession.
Based on an estimated domestic soybean
oil consumption for food use requirement
of 42,000 tons for March-December of
this year, Portugal will be allowed to
import 240,000 tons of soybeans without
restrictions in 1986. Imports above this
amount are permitted provided that all the
oil produced is exported.
8 Foreign Agriculture
The EC also has introduced quotas on
imports of oilmeals for domestic use
(110,000 from third countries and 118,000
from the rest of the EC), but there are no
restrictions on the domestic use of meal
obtained from oilseeds crushed in
Portugal.
The United States maintains that the
quantitative restrictions on imports of
oilseeds and products cannot be justified
under the General Agreement on Tariffs
and Trade. It also fears that the domestic
soybean oil consumption quota could
become restrictive. Because of these
concerns, last May the United States
introduced quotas of its own on imports
of some EC products, including
Portuguese wines.
However, the U.S. quotas will not be
restrictive if the EC/Portuguese quotas
are not. A future upward revision of the
soybean quota is not excluded, as all
quotas are subject to quarterly review.
The EC maintains that all these
quantitative restrictions will be eliminated
at the end of 1990, but extreme U.S.
vigilance will be required to prevent the
quotas from becoming restrictive and to
make certain that they do not set a
precedent for curbs on U.S. exports of
soybeans and products to the entire EC.
In addition to policy constraints, the
United States also faces strong
competition from Argentina and Brazil in
the Portuguese soybean market. The U.S.
share of the market dropped from virtually
100 percent in 1983 to less than 50
percent in 1985.
RABSLOSS
It will be extremely hard to reverse this
trend, but more competitive pricing and
imaginative promotional initiatives might
help. EC policies hinder overall market
growth, but it will be up to the United
States to regain the share of the market
lost to foreign competition. The same
considerations apply to sunflowerseed.
Cotton
Portugal is one of Europe's largest
consumers of cotton and an important
exporter of fabrics. Traditionally, the
United States has supplied 10-14 percent
of total raw cotton imports, but purchases
of U.S. cotton came to a halt in the
second half of 1985, mostly because of
high U.S. prices.
October 1986 9
Traders are confident that prospects will
start to brighten this fall. With more
competitive U.S. prices, a weakened
dollar and stepped-up promotional
activity, the United States should be able
to regain part of its lost market share in
1986-87, and possibly enlarge it later on.
Livestock and Products
The main markets are likely to remain
hides and skins and tallow, as well as
sausage Casings and semen. U.S. hides
and skins are preferred to those of EC
and domestic origin. Most imports are
made through brokers in the Netherlands,
with little direct contact between U.S.
exporters and Portuguese importers.
Increased contacts and better credit terms
(to match those offered by European
competitors) could help boost U.S. sales.
Imports of tallow vary widely from year to
year, depending on local production.
In 1986/87, domestic production should
be relatively high, but there may be
stronger overall demand for tallow for
exports of soap to other EC members.
Semen has been actively promoted.
Though the total value is small, near-term
prospects remain fairly good, and
opportunities could develop for embryos.
High-Value Products
About 13 percent of Portugal's agricultural
imports consist of processed products,
but only about 3 percent of agricultural
imports from the United States are in this
category.
Actually, the share of processed products
in Portugal's total farm imports has
declined during the past decade as
Portugal has developed its own oilseed
crushing facilities.
Development of the market for high-value
U.S. products will be an uphill struggle
and a long-term proposition. Per capita
income is low, and the country is small
U.S. exporters will have to be willing to
respond to rather small orders and to do
business with small companies with
relatively little experience in international
trade. EC suppliers wil! have a built-in
advantage.
Furthermore, Portugal's entry into the EC
could stimulate the development of food
processing industries and production of
Portugal at a Glance
Land
Some 92,000 square kilometers,
including the Azores and Madeira
Islands; 49 percent arable; 31 percent
forest; 6 percent meadow and pasture;
14 percent waste, urban, inland water or
other.
People
Population: 10,095,000 (July 1986),
including the Azores and Madeira
Islands, average annual growth rate 0.5
percent.
Language: Portuguese
Literacy: 80 percent.
Labor Force: 4.5 million (1984); 37
percent services; 36 percent industry; 27
percent agriculture; 10.6 percent
unemployment (December 1984).
Government
Official name: Portuguese Republic.
Type: Republic, first government under
new constitution formed July 1976.
high-priced horticultural crops, not just to
service the small Portuguese market, but
principally to export to the rest of Western
Europe. Nevertheless, with appropriate
promotional and follow-up activities, a
small market for typically U.S. high-value
products might gradually be
developed. Lj
The author is U.S. agricultural counselor
in Lisbon
Capital: Lisbon.
National holiday: April 25.
Economy
GNP: $19.2 billion (1984).
Agriculture: Generally underdeveloped;
main crops—grains, potatoes, olives,
grapes for wine; deficit foods—sugar,
grain, meat, fish, oilseeds.
Major industries: Textiles and
footwear, wood pulp, paper, cork,
metalworking, oil refining, chemicals,
fish canning, wine.
Exports: $5.2 billion (f.0.b., 1984);
principal items—cotton textiles, cork and
cork produts, canned fish, wine, timber
and timber products, resin, machinery,
appliances.
imports: $7.8 billion (c.i.f., 1984);
principal items—petroleum, cotton,
industrial machinery, iron and steel,
chemicals.
Major trading partners: 58 percent
European Community, 9 percent United
States, 2 percent Communist countries,
18 percent other developed countries,
11 percent less-developed countries.
10 Foreign Agriculture
By Scott Horsfall
Exporters of California table grapes just
experienced a banner year in overseas
markets. Export sales reached a new high
during the past marketing year, breaking
the old mark set in 1982. Such success
doesn't happen overnight. This month,
Scott Horsfall, director of advertising and
foreign market development of the
California Table Grape Commission, tells
FOREIGN AGRICULTURE how the
Commission works to bring high-quality
U.S. table grapes to consumers around
the world.
Q. How did the California Table Grape
Commission come into existence and
what role does it play in promoting
exports?
A. The California Table Grape
Commission is the marketing and
promotion arm of California's fresh grape
industry. Established in 1968, the
California Table Grapes
Enjoy A Great Year
Commission is a quasi-governmental
organization which represents all of the
state’s growers of fresh table grapes.
The Commission's domestic advertising
and merchandising programs are well
known, but it has not overlooked the
foreign marketplace. For almost as long
as the Commission has been in
existence, it has devoted an important
part of its efforts to export promotion. Last
season, we conducted promotional
activities in 15 countries.
Q. How many members belong to your
organization and how does the
Commission help them with
exporting?
A. The Commission represents all fresh
grape producers in California, about 1,100
today. Exports are promoted through
merchandising programs in many
countries throughout the worid. These
programs are designed to increase
demand for U.S. grapes in the target
countries.
Q. How substantial is the export
growth of California table grapes in
recent years?
A. The table grape industry in California
has just enjoyed its most successful
export season ever. In 1985/86, some
38,479 metric tons of grapes were
shipped to export markets, 58 percent
more than the previous year and 24
percent more than the old record set in
1982.
The new record capped a decade of
steady growth in table grape exports. Ten
years ago, the U.S. grape industry
exported just 15,985 tons of grapes to
offshore markets. Since then, exports
have grown at an average rate of 14
percent per season
Q. What triggered last season’s record
export sales?
A. Although we'd love to say that the big
increase in exports came as a direct
result of our promotional campaigns, we
must realistically look at a few other
factors as well.
First of all, we saw a 30-percent reduction
in the value of the U.S. dollar during the
course of the 1985/86 marketing season
This helped boost exports dramatically,
especially in markets like Europe and
Japan where the strong dollar has been a
constraint on sales for several seasons
In addition, the huge domestic crop
resulted in a lowering of shipping costs
throughout the season. This served as a
further price incentive to foreign buyers
And we promoted more heavily than
ever in 1985/86. New programs in
Singapore, Malaysia and Taiwan, as well
as increased activities in Japan, Hong
Kong and Panama, helped push exports
to each of these markets to record levels
Q. Where are your largest export
markets?
A. Hong Kong is far and away the leading
export market for California table grapes
In 1985/86, we shipped over 18,000 tons
of grapes to Hong Kong—a 104-percent
increase over the previous season
October 1986 11
To put this in perspective, the per capita
consumption of California table grapes in
Hong Kong last year was 7.7 pounds. In
the United States, the per capita
consumption of a// grapes—both domestic
and imported—was only about 6 pounds.
Our other leading markets are also in the
Far East, the region which has shown the
most sustained export growth in recent
years. Singapore, Taiwan, Japan and
Malaysia are all expanding markets for
California grapes.
In Central America, Panama continues to
increase imports of fresh grapes despite
economic and political uncertainties there.
Q. What about markets in Europe and
elsewhere?
A. Last season, our exports to Europe
reversed a five-year slide and began to
show some renewed signs of life.
The lower dollar and a general boycott of
South African grapes led to the increased
interest in California grapes. Exports rose
from 642 tons in 1984 to 2,026 tons in
1985/86.
Although we still have a long way to go to
recapture market shares lost in Europe
last season's gains were a welcome
beginning. Prospects for the immediate
future also look very good in Europe
Unfortunately, shipments to the Middle
East failed to turn around. Despite lower
prices and increased promotional
activities, exports to Saudi Arabia and its
neighbors fell for the fourth successive
season.
When the Middle East economies were
doing well a few years back, shipments of
California grapes soared. However, the
continuing worldwide oil glut has put
these economies on shakier ground, and
we found it harder to compete with the
inexpensive grapes which are grown in
the region, even though our quality is far
superior.
In what was an excellent overall season
for grape exports, this was the single
negative development.
Q. How would you describe the typical
growth market for U.S. table grapes
today?
A. Generally, table grape exports are
growing in countries that have stable,
healthy economies. Because grapes are
relatively expensive, many governments
and importers consider them
unessential,” which leaves them way
down on the lists of required imports. For
this reason, developing and third-world
countries have not been good grape
markets.
Q. Who are our biggest competitors?
A. It used to be that California's grape
exporters enjoyed a marketing “window”
in the autumn and early winter months.
During this period there was little
competition from other countries.
This is no longer the case. Worldwide
grape production has risen dramatically—
as has the emphasis many countries now
put on exports.
California's “window” no longer exists. As
a result, our growers are becoming more
export-conscious. To compete
successfully, we have to continue to
provide the finest quality grapes available
in the world. And we have to promote
vigorously and effectively.
In Europe, we compete during the early
season with fresh grapes from Spain, Italy
and Greece. These grapes are heavily
subsidized by the European Community,
which makes the competition harder for
us.
During the late fall and early winter
months, competition is increasing from
Southern Hemisphere producers, such as
Chile, South Africa, Australia and
Argentina. The growing seasons in these
countries start earlier each year, and
competitors, such as Spain, continue to
improve their cold storage facilities.
So, competition is going to become even
more fierce in the future.
12 Foreign Agriculture
Q. How many other U.S. states
produce and export table grapes?
A. California produces about 97 percent
of all fresh table grapes grown in the
United States. The rernainder is produced
in Arizona. It is safe to say that virtually all
exports of U.S. fresh table grapes are
grown in California.
Q. How extensive have your market
promotion activities been in recent
years?
A. We have seen a real expansion. In the
past three years we have begun
significant new programs in Taiwan,
Japan, Panama, the Middle East,
Singapore and Malaysia. With the
exception of the Middle East, each of
these campaigns already has begun to
pay big dividends.
In Panama, for instance, we began
promoting table grapes on television and
in local newspapers three seasons ago.
Since then, each successive season has
seen a new record for grape exports to
Panama.
Our goal was to publicize the fact that
grapes from the United States are
available at times other than the
traditionally strong Christmas season.
Since our TV campaign began in 1984,
our exports to Panama during September,
October and November have doubled.
In Japan, where exports had long been
sluggish, our new retail-oriented
promotions have helped spur sales to
record highs. We believe Japan is now on
the verge of becoming a major U.S. grape
market.
Q. What are your promotion plans for
the future?
A. We plan to take full advantage of the
current positive export environment by
aggressively pursuing marketing activities
worldwide. Our 1986 foreign marketing
plan is our most aggressive ever, thanks
in part to the increased funding we have
received under the Targeted Export
Assistance (TEA) program administered
by the Foreign Agricultural Service.
The TEA money is intended to help the
grape industry overcome the negative
effects that European subsidies and other
unfair trading practices have on U.S.
grape exports. It has allowed us to launch
a major promotional campaign in Japan,
and to considerably strengthen most of
our other existing programs.
As | mentioned, Japan appears poised to
become a major factor in the grape export
picture, and we're spending the largest
portion of our TEA money there. The
program targets both the retail trade and
consumers, and it is the most extensive
campaign we have ever undertaken.
In Hong Kong, a new program of in-store
promotions with the increasingly important
retail trade began earlier this year. This
program complements our ongoing media
advertising campaign in this crucial
market.
In addition, this year will see a
continuation—and, in many cases, an
expansion—of existing market
development programs in the Far East,
Central America and Europe. However,
we are putting our Mideast program on
hold for the time being, at least until the
market there becomes more promising.
Q. How would you describe the export
outlook over the next few years?
A. Exports are going to become more
and more important to California growers.
As crops continue to increase, as imports
continue to put pressure on our early and
late-season crops, and as production in
peak growing periods continues to prove
too great for domestic demand, we must
look more to exports to market our crop.
The immediate future certainly looks
positive. All the conditions that led to our
big year in 1985/86 are still in place, and
we anticipate another banner year.
Perhaps it may be even stronger since
quality is reported to be better this
season.
So, | would say the export outlook for U.S.
table grapes is excellent. A favorable
exchange rate certainly helps, but the
strongest factor is that we have a product
which is highly prized throughout the
world. Foreign demand is growing, and
that augurs well for the California table
grape industry. &
The author is Director of Advertising and
Foreign Market Development, California
Table Grape Commission, Fresno, Calif.
Tel. (209) 224-4997.
U.S. Sweets Exporters Face Long
Road in German Market
14 Foreign Agriculture
By Hilton P. Settle
West German consumers have a sweet
tooth worth about $80 per person, but
U.S. exporters who hope to cater to it
should expect heavy competition from
other European Community (EC)
countries
West Germany's per capita consumption
of chocolate, candy, sweets, cookies and
crackers, other snack articles and ice
cream stands at about 51.3 pounds per
person
Per capita consumption levels were
highest for chocolates, amounting to
approximately 15 pounds per person.
Consumption levels nearing 12 pounds
were also reported for both candy and
sweets, and cookies and crackers. These
three food categories accounted for more
than two-thirds of all 1985 snack food
consumption in West Germany, and 77
percent of the money spent on snack
foods
Sweets Sector Highly Competitive
The sweets sector of the West German
market is marked by stiff competition,
which generally results in low prices on
the domestic market, especially for
chocolates.
Germany itself produced about 1.4 million
tons of chocolate, candy, sweets, cookies
and crackers, snack articles and ice
cream in 1985, up 2 percent from the year
before
About 19 percent of total production, or
261,000 tons, is estimated to have been
exported during 1985—an increase of
nearly 18 percent over that of the
previous year. The value of these exports
increased 18 percent to almost $740
million
Nearly two-thirds of the exports went to
other EC countries, primarily France, the
Netherlands, Belgium, Luxembourg and
the United Kingdom. The remainder went
to another 125 countries around the
world, of which the United States and
Switzerland were the most important.
At the same time, Germany also imports
a sizable amount of sweets and snack
items. Imports in this sector during 1985
rose nearly 9 percent to 280,000 metric
tons, However, nearly 80 percent of the
imports originated from other EC
countries, reflecting the high duties that
third countries generally face in exporting
to the West German market.
Due to the heavy competition and
relatively high import duties, U.S.
companies interested in exporting these
products should work with a potentially
interested importer to obtain relevant
market and tariff information.
While some shipments of chocolates and
candies from the Unites States are taking
place, the greatest potential exists in the
snack foods area and in supplying raw
materials to product manufacturers in this
sector.
Germany imported 157,000 tons of raw
ingredients, including nuts, dried fruits,
fruit fillings, egg products, flavorings and
spices in 1985. U.S. companies interested
in exporting these products should
contact the U.S. Agricultural Trade Office
in Hamburg for lists of potential importers.
Annual Sweets Fair in Cologne
In addition, companies interested in this
sector may wish to visit, or exhibit at, the
International Sweets and Biscuits Fair
which is held annually in Cologne
A total of 15,500 trade visitors from 83
countries attended the 1985 fair, where
878 firms from 39 nations exhibited
Exporters interested in participating in the
International Sweets and Biscuits Fair in
Cologne, West Germany, on Jan. 25-29,
1987, should contact
Mr. Hannes Bucerius
Messe-und-Ausstellungs-Ges. m.b.H.-
Koehin
Phone: (221) 821-22-14 or 821-29-02
Telex: 8873426 mua d
Cable: Intermess Koeln &
The author is U.S. agricultural trade
officer in Hamburg, West Germany. Tel
(011-49-40) 341-207
Fact File: The Targeted Export ee
Assistance Program
The Food Security Act of 1985 authorized a new export promotion effort called the Targeted
Export Assistance (TEA) Program. Under the TEA program, the U.S. Department of Agriculture
(USDA) uses surplus stocks from the Commodity Credit Corporation (CCC) to partially
reimburse agricultural organizations for export promotion programs they undertake. The
specific goal of the program is to help producers who are disadvantaged by the unfair trade
policies of competitor nations. USDA gives first consideration for TEA programs to agricultural
products which have been found, under Section 301 of the Trade Act of 1974, to have had
their exports adversely affected by a foreign government's policy. The law requires USDA to
spend at least $110 million in funds or CCC commodities for each fiscal year from 1986
through 1988.
How the Program Works
The TEA program is administered by the Foreign Agricultural Service (FAS) and funded
through the issuing of CCC certificates under agreements between CCC and U.S. trade
associations, state marketing organizations or private companies. These organizations conduct
foreign market development projects for eligible commodities in specified countries. There are
two basic types of TEA programs: a generic promotional program with nonprofit agricultural
associations and state organizations, or a brand-identified or high-value promotional program
with private U.S. firms.
Program proposals may be developed by FAS, trade associations or state marketing
organizations. Once approved, program agreements are drawn up and signed by the
participating organization or private firm and CCC. The TEA participant then submits an activity
plan to FAS describing specific activities and proposed budgets, which are reimbursable with
CCC certificates. These certificates may be redeemed for commodities from CCC stocks or
sold.
When FAS approves the activity plan, the organization can request an advance of CCC
commodity certificates equal to 40 percent of the dollar amount stated in the agreement. No
further certificates are issued until the organization submits expense claims sufficient to offset
the original advance.
Afterwards, certificates are issued on a reimbursement basis up to the dollar limit in the
agreement.
TEA Programs in Operation
As of August 21, USDA has approved proposals for 18 TEA programs worth nearly $70 million.
Activities financed by the programs vary from commodity to commodity. For example, a
program to promote exports of U.S. wood products to Japan has financed the construction of
a three-story wood demonstration building featuring advanced timber technology. The
demonstration unit will provide the focal point for a promotional and technical program.
The goal of a promotion program targeted to Algeria is to promote exports of U.S. feed grains,
soybean meal and dairy cattle to that country by helping the Algerians develop livestock and
poultry production industries. The export assistance will be used to build model beef, dairy,
poultry and sheep farms and a feedmill.
Some TEA programs have been in operation for several months and have already produced
results. For example, the TEA program for canned fruit, approved in April, helped increase
exports by the next month. U.S. exports of cling peaches to Japan during May exceeded
exports for the entire previous season and pushed the yearly total for Japan 176 percent over
last year.
16 Foreign Agriculture
A brief summary of each TEA program is presented below.
Potatoes: The National Potato Promotion Board is undertaking a $2-million program for frozen
potatoes in the Pacific Rim countries of Japan, Hong Kong, Taiwan, Malaysia and Singapore.
California and Arizona Citrus: Private U.S. firms are participating in a TEA program totaling
$8.5 million to promote California and Arizona fresh and processed citrus in the Pacific Rim
countries of Japan, Hong Kong, Singapore, Malaysia, Taiwan, Korea and New Zealand.
Raisins: The California Raisin Advisory Board is conducting a $6.3-million promotion effort in
Western Europe and Pacific Rim countries.
Wainuts: The Walnut Marketing Board is spending $9 million on market promotion in Western
Europe, Japan, Taiwan and Australia.
Canned Fruit: The California Cling Peach Advisory Board is using $2.5 million to promote
canned peaches and fruit cocktail in Japan and Taiwan in 1986 and has a $5.1-million program
approved for Pacific Rim and Middle East countries in 1987.
Almonds: Qualified industry participants will receive $900,00G to promote almonds in Western
Europe, Japan and Korea.
Wine: The Wine Institute is receiving $2.3 million to promote wine in Japan, the United
Kingdom, Hong Kong and Singapore.
Wood Products: The American Plywood Association is spending $1.95 million promoting
wood products in Japan in 1986 and has a $653,000-program approved for the United
Kingdom in 1987.
Dried Prunes: The California Prune Board is receiving $4 million to promote dried prune
exports to Western Europe.
Florida Citrus: The Florida Department of Citrus is spending $4.6 million to promote fresh and
processed citrus exports in Western Europe and the Pacific Rim.
Feed Grains, Soybean Meal and Dairy Cattle: FAS and three organizations—the U.S. Feed
Grains Council, the American Soybean Association and the Holstein-Friesian Association of
America—will carry out a three-year, $9-million export market promotion program for feed
grains, soybean meal and dairy cattle to Algeria. Funds will be used to develop livestock and
poultry production in that country.
Poultry and Eggs: The USA Poultry and Egg Export Council will work on a $6-million program
to expand poultry and egg exports to Pacific Rim and Middle Eastern countries.
Wheat: U.S. Wheat Associates will receive $1.1 million to expand wheat exports to developing
countries.
Washington Apples: The Northwest Horticultural Council will use $1.4 million to expand
exports of Washington State apples to the United Kingdom and Scandinavian, Pacific Rim and
Arab Gulf countries.
Dry Peas and Lentils: The U.S. Dry Pea and Lentil Council will spend $2.5 million to expand
exports of dry peas and lentils to the European Community, Colombia and India.
Table Grapes: The California Table Grape Commission will receive $350,000 to expand
exports of California table grapes to Pacific Rim countries.
Feed Grains: The U.S. Feed Grains Council will spend $2.1 million to expand exports of U.S.
feed grains and feed grain products (corn, sorghum, barley, corn gluten and malt).
For more information on the TEA program, contact: Beth Callanan, FAS. Tel. (202) 447-5521.
BSE SD
Hong Kong Is Tops
At Cracking U.S. Shell Eggs
By Michael L. Humphrey
While most people think of Hong Kong as
a small market, it is, in fact, the largest
export market for U.S. shell eggs. In
1985, the United States exported over 7
million dozen shell eggs valued at $4
million for food use in Hong Kong. That
market alone accounted for half of the
volume and 40 percent of the value of
total U.S. exports of shell eggs for food
use.
Hong Kong consumers enjoy a variety of
shell eggs, including fresh hen and duck
eggs, dyed eggs for special occasions,
eggs cooked in salt or tea leaves, pigeon
eggs and preserved duck eggs. Fresh
hen eggs, however, are the most popular
item.
Each consumer in Hong Kong eats an
average of 215 fresh eggs and 20
preserved or dyed eggs each year.
According to Hong Kong import statistics,
the territory annually imports more than
1.2 billion fresh shell eggs valued at $52
million. In addition, Hong Kong produces
4.5 million dozen hen, duck and goose
eggs and 12 million dozen quail eggs
annually.
Chinese eggs dominate the fresh egg
market with more than an 80-percent
share. Thailand became the second
largest supplier in 1984, following a nearly
eightfold increase over 1983 shipments.
The United States is currently the third
largest supplier with a 7.5-percent market
share in 1985—up from 6.8 percent in
1984. Egg imports from the Netherlands
also showed a dramatic increase in 1985.
Chinese Prefer Brown Eggs
The Chinese, who constitute 95 percent
of Hong Kong’s population, prefer brown
eggs over white. In fact, 90 percent or
more of the fresh eggs consumed are
brown. The major outlets for white eggs
are hotels, western-style restaurants and
fast food shops.
Chinese consumers prefer the deeper
color of brown egg yolks—often
considered essential to the color of many
Chinese dishes. Chinese-style
restaurants also find that brown eggs are
more popular with customers.
Chinese eggs have a unique odor that
can be an advantage or a disadvantage,
depending on the consumer.
To the Chinese consumer, the odor is
indicative of a “good egg” and is an
important reason, in addition to a price
advantage, for the popularity of Chinese
eggs. The odor, however, is a major
reason why Chinese eggs are not
accepted by hotels, western-style
restaurants and fast food outlets.
U.S. Brown Eggs Fail To Compete
Virtually all eggs imported from the United
States are white. This is due in part to the
fact that the availability of European
brown eggs at lower prices has made
U.S. brown eggs uncompetitive.
Packing and grading of U.S. brown eggs
is also difficult because unlike U.S. white
eggs, U.S. brown eggs vary markedly in
size. Eggs from medium to extra large are
packed in the same carton, resulting in
frequent breakage of larger eggs.
Wholesalers or retailers in Hong Kong
also must sort the eggs by sizes, which
creates extra work.
October 1986 17
Importers point out that with alternative
suppliers now available, U.S. brown eggs
cannot compete without improvement in
the method of packing.
In the white egg market, however, U.S.
eggs have enjoyed a distinct advantage.
Hotels, restaurants and institutions
recognize the consistent high quality of
U.S. eggs
Another advantage is that U.S. eggs can
be kept for a comparatively long time. The
shipping time of 14 to 16 days from the
U.S. West Coast, compared to 30 days
from Europe, also has given U.S. white
eggs a competitive edge.
However, U.S. white eggs now face
growing competition from European eggs.
The U.S. market share of the hotel and
restaurant market dropped from 92
percent in 1981 to 58 percent in 1985,
while the EC market share increased from
zero to 28 percent in the same period.
Because of this loss of market share due
to subsidized competition, USDA recently
announced an Export Enhancement
Program to facilitate the sale of 44 million
eggs to Hong Kong.
18 Foreign Agriculture
Structure of Trade
Hong Kong has about 15 egg importers.
The largest is the Hong Kong Eggs and
Products Company, which monopolizes
the import of Chinese eggs, both fresh
and preserved. Others import from
different sources.
There are 42 wholesalers under the Hong
Kong Eggs and Products Company.
Wholesalers are located in three small
areas in Hong Kong: Egg Street and
Saiyingpun on Hong Kong Island and
Kam Lam Street in Kowloon.
Retailers, hotels and restaurants all buy
from these wholesalers although some
hotels and supermarkets buy directly from
importers.
At the retail level, eggs are sold through
the wet markets, hawkers, grocery stores
and supermarkets. About 70 percent of
eggs are consumed in the home and the
remaining 30 percent goes to hotels,
restaurants, fast food outlets and
bakeries.
Most eggs on the retail market are not
refrigerated and customers are allowed to
choose each individual egg and examine
the product under light. Some of the U.S.
large white eggs, however, are offered in
one-dozen packs in air-conditioned
supermarkets.
Major Suppliers Compete
Major suppliers to the Hong Kong egg
market are making greater efforts to
increase the competitiveness of their
products in order to maintain or expand
market shares.
To promote sales of Chinese eggs, the
Chinese Eggs and Products Company
recently held a “lucky draw’”—a popular
promotional activity in Hong Kong—with
prizes in solid gold for winning retailers
Attractive posters are designed to
promote both fresh eggs and preserved
Chinese eggs.
The European countries apparently are
trying to increase sales by maintaining
low prices.
Although brown eggs continue to
dominate the market, the rapid expansion
of fast food outlets in the territory could
help boost the demand for white eggs,
making the prospects for shell egg
imports brighter. &
The author is the U.S. agricultural officer
in Hong Kong.
Taiwan Holds Opportunity
For U.S. Citrus Sales
By John T. Hopkins
Taiwan's imports of citrus fruits have been
growing steadily over the past few years.
But U.S. exporters will have to work hard
to counter aggressive competition from
other suppliers.
While oranges are Taiwan’s most
significant citrus import, it appears that
grapefruit (most of it from the United
States) will overtake orange imports in the
next few years if trends continue. U.S.
lemons are also popular in this market.
On a value basis, the United States
supplied the bulk of Taiwan's citrus
imports last year, accounting for
approximately two-thirds of the oranges,
nearly three-fourths of the grapefruit and
virtually all of the lemons imported.
Grapefruit Shows Strong Growth
Taiwan's imports of grapefruit have
shown the strongest growth among all
citrus imports in the past four years
Taiwan imported more than 1,300 metric
tons of grapefruit in 1985, about 17 times
the level of only three years earlier
Local production of grapefruit has also
grown, reaching nearly 2,600 tons last
year. Unlike oranges, locally produced
grapefruit do not present much
competition for imported fruit because of
a short production season (October-
December) and a taste that is slightly
more sour than imported grapefruit
Two or three years ago, grapefruit was
almost unknown in Taiwan and the
country itself produced only about 500
tons. But during the past year, sales have
October 1986 19
surged as the fruit was touted in
newspaper articles as a “health” or diet
food. The result has been nothing short
of spectacular.
One importer has stated that two years
ago he was importing only 20 40-foot
containers a year. That number has
grown to 30 each month. In general, most
importers in Taiwan predict continued
very strong growth for grapefruit this year.
Most of the imported U.S. grapefruit
comes from California, with smaller
amounts from Arizona and Florida. The
type imported from the United States is
primarily Ruby Red; South Africa’s Star
Ruby is considered to be tough
competition for the U.S. variety and is
backed by an aggressive marketing
campaign by South African exporters.
20 Foreign Agriculture
The Florida grapefruit are famous in
Taiwan for being slightly “ugly” in
appearance (due to easy scarring), but
very delicious in taste. Unfortunately, the
Florida growing season comes a little too
early in the year for Taiwan, and ocean
freight is too high, according to importers.
Interestingly, the biggest competitor for
grapefruit sales in Taiwan is not local
grapefruit, but local watermelon,
according to importers. In contrast to the
United States, where grapefruit is
associated highly with breakfast,
grapefruit in Taiwan is considered a cool,
juicy snack for summer afternoons, similar
to watermelon.
This year, the local watermelon crop is
expected to be bad because of untimely
rains, which should encourage grapefruit
imports.
Orange Output Surpasses Imports
Unlike grapefruit, local production of
oranges far outstrips imports. Oranges
are the only citrus fruit exported in
significant quantities. Production of
oranges and orange-like citrus (Valencias,
satsumas and tangerines) accounts for
about two-thirds of Taiwan's total citrus
output.
Orange imports show a strong correlation
to local production. Imports this year are
expected to drop because of a very good
local orange crop (up 18 percent from last
year), as well as poorer crops and higher
prices in the United States.
South Africa is expected to take a larger
share of the market than in the past
because of some new marketing
techniques. For example, in the past,
imports were paid for with local currency.
This year, however, South African
suppliers have agreed to share profits or
losses with local importers and will cover
up to one-half of any losses incurred,
according to one importer.
South Africa supplies good-quality
oranges similar to those from the United
States, although last year’s shipments
were considered too sour. South African
oranges are lighter in weight and less
juicy than those from the United States,
but they are cheaper and reportedly have
a longer shelf life.
Slow but Steady Lemon Imports
Lemons are not commonly used in
Taiwan's cooking; most consumption is
used in production of lemonade and
similar drinks served at market stalls.
Domestic production has been gradually
decreasing while imports have shown a
slow, but steady, increase. These trends
are expected to continue over the next
few years.
The United States has consistently held a
larger share of the market (94 percent in
1985) for lemons than for any of the three
types of citrus Taiwan imports.
Tariffs, Freight Are High
Fresh and chilled lemons, oranges and
grapefruit all face 50-percent import
duties (c.i.f.) in Taiwan, except during
March 1-September 30, when the duties
are reduced to 25 percent.
Increases in ocean freight rates are
unnaturally magnified by tariffs because
duties are applied to the c.i.f. cost of
goods. Since last year, ocean freight on
one container of citrus (West Coast to
Taiwan) has risen from $3,000 to $3,500,
according to an importer.
Prices for most citrus in Taiwan are now
somewhat depressed because of heavy
local production in 1985
Non-Tariff Barriers Still Hamper
Imports
Besides the 25-50 percent import duty,
improvement in several other areas (on
both the Taiwan and U.S. sides) could
boost imports, according to several
importers in Taiwan.
Importers must first apply to Taiwan
authorities for permission to import a
certain amount of fruits. The authorities
can, and sometimes do, refuse
permission to satisfy opposition from local
growers.
According to regulations governing
payment of import duties, smaller
shipments of goods are allowed more
latitude in discrepancies between what
the invoice says the goods cost and what
the authorities estimate they should cost.
This forces importers to break large
shipments into smaller deliveries so that
a 10-container order for citrus might have
to be broken down into five deliveries of
two containers each, on separate vessels,
with separate documents, etc. This
increases shipping and handling costs to
importers.
Many local importers are forced to buy
their fruit through U.S. West Coast
middlemen because importers say that
large U.S. suppliers are unwilling to ship
smaller orders necessary to break into a
growing market.
This system, along with the long shipping
time between the West Coast and
Taiwan, means that it takes three to four
weeks for goods to arrive after orders are
placed. This affects competitiveness and
freshness of U.S. fruit.
Personal Contacts Are Important
Personal contacts are very important
when doing business in Taiwan. For
example, representatives of Japanese
and South African companies make
frequent selling trips to Taiwan. These
representatives work closely with
importers, even the smaller ones, to
supply fruit with taste and other
characteristics suitable to the local
market.
Local importers are interested in obtaining
more information from the United States
about the fruit available in different
seasons from various areas, as well as
the fruit’s characteristics (juiciness,
sweetness). =
The author is chief of the agricultural
affairs section at the American Institute in
Taiwan in Taipei.
October 1986 21
United States Supplied Bulk of Taiwan’s Citrus Imports in 1985
Percent
Lemons
Total imports=323 metric tons
United States 93% ————_
South Africa 7%
Oranges
Total imports =3,358 metric tons
United States 61%
South Africa 25% ———————
Swaziland 11% -
israel 3%
Grapefruit
Total imports =1,329 metric tons
United States 72% ——
Swaziland 28% — —
Country Briefs
22 Foreign Agriculture
China
Wood Imports May Drop
As Domestic Supplies Rise
Chinese wood imports could drop more than 10 percent in 1986. This decline—the first in
seven years—is the result of increased domestic supplies, a high 1985 import level and
reduced foreign exchange availability. However, China will be unable to attain self-
sufficiency in wood over the next 15 years and the log import market is bright, especially
for traditional suppliers such as the United States. The Soviet Union, Chile and Canada
will continue to be the principal U.S. competitors. The outlook for lumber imports is
unclear and increased market development work is needed in the processed wood
products area.
The Chinese wood products sector is changing. The break-up of the state monopoly in charge
of log purchasing and marketing has led to changes throughout the production, processing
and distribution systems. The past year has seen an increase in free-market prices and in the
volume of logs brought to market, especially from collective and privately run forests in the
south and southeast. Excessive cutting continues to worry Chinese foresters, and the
establishment of fast-growing tree plantations is a priority project.
Demand for wood in both urban and rural areas continues to grow despite restrictions on
wood use in certain types of construction. The promotion of substitute building materials
has been effective, but continued substitution will depend somewhat on relative price
differences among wood, concrete, plastic and steel. Increased rural disposable income tends
to be invested in new and larger housing. There probably will continue to be 9-10 million rural
home starts each of the next five years.
Demand for furniture is also growing, as is demand for furniture inputs such as lumber,
wood-based panels and veneer. Wood-based panel production is being emphasized
because it uses wood wastes and is suitable for furniture —David Schoonover, U.S.
Agricultural Counselor, Beijing.
Hong Kong
Australia, New Zealand
Try New Meat Packaging
Sales of fresh meat from New Zealand and Australia have been given a boost in Hong Kong
by the introduction of controlled-atmosphere packing. These meats were heavily promoted
during June by Wellcome Supermarkets, the second largest supermarket chain in
Hong Kong.
The controlled-atmosphere packing process involves hygienically sealing the meat in a
bacteria-reduced package. The meat is dated and can be kept fresh for four to five days
under refrigeration. These meats are particularly appealing to Chinese customers who
generally prefer fresh rather than frozen meats. The beef, lamb, pork and poultry
packaged this way are priced competitively with other fresh meats.
Beef and lamb from New Zealand and Australia can be flown in daily and packed locally for
same day sales. While pre-packaged fresh meat will displace some frozen meat sales, it is
also likely to displace sales from the fresh meat case. The availability of meats which can
be kept fresh at home for several days should increase overall fresh meat sales in
supermarkets.
The sale of controlled-atmosphere packaged beef in the major supermarket chains is not
likely to have an immediate impact on U.S. beef sales. U.S. beef, due to its high price, is
generally not available in these outlets. However, in the longer run, the freshness factor of
these meats could enhance the quality image of Australian and New Zealand meats which
have gradually been replacing U.S. beef in the Hong Kong market.
New Zealand beef, in particular, poses a growing threat to the position of U.S. beef in the
restaurant sector. The possibility of using chilled containers for New Zealand beef
would sharply increase New Zealand's competitiveness. Currently, ocean rates for
U.S. beef compare favorably with ocean and air rates from Oceania, although air freight from
the United States is higher. — Michael L. Humphrey, U.S. Agricultural Officer, Hong Kong.
~== Foreign Agriculture
Do you need
information
about
Overseas markets and buy-
ing trends?
New competitors and
products?
Trade policy developments?
Overseas promotional
activities?
—————)
Foreign Agriculture
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