Lucuma Usa Report 11-9-2006 Il-Acmtn1-V4

LUCUMA EXPORT MARKET - USA
PHASES I, II & III REPORT

04 Diciembre 2006
INTRODUCCIN
La siguiente presentacin ha sido preparada siguiendo estrictamente los puntos
definidos en los Trminos de Referencia para la consultora:
Estudio para la seleccin de un mercado objetivo para la exportacin de Lcuma y
la elaboracin de plan de accin para promover las exportaciones del referido
producto al mercado seleccionado.
El presente documento constituye el informe preliminar de la consultora, que
incluye, como se estipula en el contrato, slo los puntos 1-4 descritos en los
Trminos de Referencia.
El informe consta de un total de 37 vistas (diapositivas) elaboradas por la empresa
consultora Tiara International Conuslting, con apoyo de au asociada para temas
agrarios, ACM Per.
ANLISIS DE LOS CULTIVOS DE LCUMA

EXISTENTES Y SU PRODUCCIN
1.1 Evaluar la extensin de tierras cultivadas con Lcuma .
Total hectreas de lcuma: Si bien las cifras oficiales sealan alrededor de 850 ha,
ese dato no se ajusta a la realidad del cultivo.
Los especialistas, conjuntamente con los asociados de Prolcuma, consideran que
existen por encima de 1500 ha plantadas (entre 1700 y 1800).
Slo en Huaral hay ms de 100 (Prolucuma Huaral) .
Total de hectreas en produccin actualmente 500 600 ha hasta 800 quizs y total
de hectreas en crecimiento 700 a 800 ha.
Los beneficiarios consideran que es importante el tema de calidad y saber cul es la
oferta de calidad y no saber cuntas hectreas hay en general.
1.2 Evaluar la produccin de Lcuma en trminos de rendimiento por hectrea.

En Promedio se ha llegado hasta 15 toneladas y pudiera ser ms si es que no existiera
alternancia y se tuvieran ecotipos seleccionados por lugar de produccin, con poca
variabilidad gentica.
Existen 120 biotipos de Lcuma y hay casos que muestran en una misma chacra hasta
36 variedades; esta gran diversidad gentica genera una baja produccin.
Cada viverista ofrece sus selecciones al mercado, pero hay poco respaldo cientfico en
esas ventas y es poco lo que hace el SENASA para garantizar la pureza y la sanidad
vegetal en los plantones.
1.3 Estimar el crecimiento de las reas cultivadas en los ltimos diez aos.
La data es insuficiente para poder determinar este punto.

EXISTENTES Y SU PRODUCCIN (CONT.)
1.4 Estimar el crecimiento de la produccin de Lcuma el mismo periodo.
La produccin total por hectrea (el rendimiento/ha) se va a incrementar en el Per

en los prximos aos, dado que las plantaciones mdernas sembradas en los ltimos
5-8 aos empezarn a alcanzar sus mximos rendimientos, elevando el ratio
promedio de Tm/ha. Sin embargo, es difcil obtener una cifra confiable de esto.
1.5 Estimar el costo de produccin de Lcuma.
El riego tecnificado es recomendable en algunas reas de la costa y es el costo ms

alto dentro de los componentes de los costos de instalacin.
US$ 2500/ha (riego tecnificado) vs. US$ 850/ha con baja tecnologia (riego por
gravedad).
Si bien algunas plantaciones en la costa son conducidas por riego por gravedad, dado
que el Peru es una de las zonas ms secas de todo el hemisferio, en el mediano
plazo, ser imprescindible la instalacin de riego tecnificado.
El costo del manejo en comparacin con otros frutales es mucho menor,
especialmente porque la lcuma se considera un cultivo rstico que requiere
aplicaciones de controladores fitosanitarios en menor frecuencia.
Costo de mantenimiento flucta entre US$ 1000 a US$ 1200 el primer ao;
dependiendo del sistema de riego que se haya considerado. Los costos de
mantenimiento del cultivo (s/incluir cosecha) son de unos US$ 850 del segundo ao
en adelante.

EXISTENTES Y SU PRODUCCIN (CONT.)
1.6 Enumerar los beneficios medicinales del uso de Lcuma como
diettico.
complemento
Este punto no se consider aplicable. En todo caso, de manera popular se conoce

que la pepa de la lcuma es buena para controlar la cada del cabello. Fruta con gran
cantidad de protenas, carbohidratos y azcares. Tambin contiene vitaminas y
minerales. En todo caso no se considera la lcuma un cultivo cuya aceptacin en el
mercado este estrechamente vinculada a sus propiedades nutraceticas, por lo que
este tema no se desaroll a profundidad. Ms aun, para explotar estas cualidades,
las supuestas propiedades debern estar respaldadas por estudios clnicos a nivel
internacional
1.7 Estimar el crecimiento del rea de cultivo contra el incremento de

rendimiento/ha
La data es insuficiente para poder determinar este punto.
VENTAJAS Y DESVENTAJAS DE LA LCUMA
Ventajas:
De acuerdo a los actuales clientes, el sabor y el aroma son los prinicplaes atractivos. Tambin el
color.
Las tendencias mundiales hacia lo tnico y el probar productos nuevos son una ventaja para la
lcuma.
La parte industrial no aumenta no tiene un alto impacto en el costo de produccin de derivados. Es
decir, dara igual procesar una lcuma o un mango; por lo que se considera que los costos de
procesamientos no incrementan el precio comparndolo con otras frutas.
El rbol es rstico, tiene pocas plagas y enfermedades
Frutal semi caducifolio, adaptado desde el nivel del mar hasta los 2800 msnm.
El cultivo de la lcuma se adapta a diferentes clases de suelo, teniendo tolerancia media a la
salinidad. El ph ptimo de este es 7 (neutro).
Este cultivo por sus caractersticas es posible de llevarlo de forma casi orgnica, con un mnimo
indispensable de agroqumicos.
VENTAJAS Y DESVENTAJAS DE LA LCUMA (CONT.)
Desventajas:
Producto caro: tiene baja productividad y altos costos de instalacin porque se
demora 4 a 5 aos en entrar en produccin (costo acumulado de instalacin y
mantenimiento). El costo final de produccin por kilo repercute en su potencial precio
de venta.
Heterogeneidad de producto: Eso tambin se debe a que los pequeos productores
tienen pocas hectreas con una alta diversidad gentica, enfrenteda adems a una
diversidad de limas y a tecnologas de manejo, que finalmente producen calidades
distintas.
No est estandarizada la planta ni el producto cosecha do. Los parmetros de
distincin entre primera, segunda y tercerca, varan.
El precio de la pulpa ofrecido en los mercados internacionales, es demasiado caro y el
cliente pierde inters.
Falta de estrategias de promocin y difusin de la informacin por parte de
Prolcuma.
Falta de cantidad de hectreas y estacionalidad hace difcil poder programar los
volmenes de exportacin.
En verano la Lcuma es muy rica amarilla pero en invierno cambia, puede ofrecer 4
colores: blanquisca, blanca dulce, blanca desabrida y marronesca los expertos
recomiendan que hay que agostar la planta y no dejar que la fruta salga en invierno.
Productividad de la Lcuma en Condiciones ptimas

25
20
TM
15
10
5
0
1
6
Ao
10
LA LCUMA Y SUS DERIVADOS

2.1 y 2.2 Identificar las caractersticas, nombres y ventajas de los derivados de la
Lcuma.
Pulpa: producto libre de cutculas, cscara y pepa. Se ha logrado hasta un 65% de
rendimiento; dependiendo de la temporada. Conversion 2 a 1 de fruta a pulpa.
Congelado:
trozos IQF
trozos congelado en bloques
pasta - de produccin
manual
mecnica.
Harina: Conversion de fruta fresca a harina es 5 a 1. Contiene humedad de 10%

mximo. Adecuadamente almacenado (cerrado hermticamente, en ambiente fresco,
seco y oscuro) puede durar hasta doce meses.
Liofilizado: tiene un sabor ms intenso que la harina y conserva el aroma.
Conversion de fruta fresca a liofilizado es 5 a 1 igual que para la harina. Es un
producto con un mercado ms especfico; dado que es un poco complicado de utilizar.
La mayora de sistemas agroindustriales para producir derivados lcteos (yogures y/o
helados) utilizan pulpas de frutas congeladas. Su humedad final es de 4% mximo.
Pulpa congelada: congelada por el sistema de tnel por aire forzado, logrando una
temperatura estable de -18 C. en el centro trmico del producto.
LA LCUMA Y SUS DERIVADOS (CONT.)

2.3 Hacer una evaluacin de la produccin de cada derivado.
En parte ha sido respondido en el punto 2.1 2.2. Ms an, los volmenes producidos y exportados
son an muy pequeos y dispersos, para poder capitalizar sobre este tipo de evaluacin. Ver
siguiente cuadro
2.4 Hacer una evaluacin de las propiedades qumicas de cada derivado individual.
No se tiene suficiente informacin para hacer este tipo de comparacin, sin embargo en el siguiente
punto se describen algunas propiedades generales de cada derivado.
2.5 Valor agregado en cada derivado.
El valor agregado es un procesamiento simple dado que ya sea harina, liofilizado o pulpa se utilizan
como insumos para producir helados, yogurts; etc.
Por un lado el mercado prefiere harina dado que en el caso de los helados es m s fcil adicionar
colorante y sabor estandarizado. Adems no necesita de una logstica tan complicada.
El liofilizado tiene un sabor ms intenso; al compararlo con la harina sta pierde color, sabor y olor y
tiene que se mezclado para poder obtener el producto deseado; sin embargo con liofilizado son
pocas las propiedades fisicas que se pierden.
El producto de mayor potencial parece ser el de pulpa congelada porque las empresas de derivados
lcteos est ms acostumbrada a incorporar ese tipo de materia prima en su proceso.
2.6 Equipamiento e infraestructura necesarios para la produccion de los distintos derivados .
Se defini la maquinaria y equipo necesario para cada uno de los derivados exportados.
consultora est introduciendo esta informacin para generar los flujos de caja respectivos.
La
LA LCUMA Y SUS DERIVADOS (CONT.)

2.7 Capital de inversion y costos requeridos para la produccion de cada derivado
Precio de Lcuma puesta en planta es mnimo de S/. 1.50/kg. Hay empresas que
pagan en cualquier poca S/. 2.00/kg. slo por fruta de 4 a 6.5 cm. En algunas
oportunidades a los productores se les paga slo S/. 1.45/kg. dependiendo del
tamao de la fruta. Otras empresas llegan a pagar hasta S/. 2.7 -2.8; sin embargo en
temporada baja han llegado ha pagar hasta S/. 3.3.
Para procesar pulpa se descarta el 50% y slo el otro 50% es producto terminado; es
decir el rendimiento es de 2 a 1 en pulpa.
Para pulpa, la inversion es mnima, la mano de obra no es cara para 200 cajas en un
dia (5 kgs, 1 ton. de prod. terminado) se necesitan 30 personas, todo es manual.
Mano de obra, pulpear, congelar US$ 1.70 (Costo valor agregado S/. 4)
En resumen, los costos de produccin es aproximadamente S/.6/kg.
Fuente: SUNAT
Elaboracin: Prolcuma
Fuente: SUNAT
Elaboracin: Prolcuma
LISTADO DE DERIVADOS DE LCUMA

Y SUS PRECIOS DE EXPORTACIN UNITARIOS
DERIVADOS
Pulpa
Harina
Embarque Mixto
Pasta
Congelada
Dulce
Al Natural
Otras Presentaciones
Presentacin No Especificada
2001
2005
US$/KG US$/KG
1.39
4.11
0
3.22
2.29
4.06
1.62
6.25
2.40
2.26
6.09
4.49
2.97
0
2.47
1.65
5.78
0
IDENTIFICACIN Y ANLISIS DE MERCADOS

POTENCIALES
3.1 Se realizar un taller (taller I) participativo con los principales agentes
vinculados al sector, que son parte de la cadena de valor de los productos
derivados de la Lcuma con el propsito de tomar en cuenta la problemtica y
la agenda actual para la seleccin de mercados.
El taller se realiz por la maana del da Martes 8 de Agosto de 2006. Particparon
agroindustriales, exportadpres, productores , asociados de Prolcuma y tcnicos
especialistas en el tema de lcuma.
3.2 Se har un anlisis de la informacin, documentacin y bibliografa

(publicaciones) disponible para determinar:
La informacin cientfica y tcnica de produccin de lcuma y sus derivados es
sumamente restringida, por no decir nula. Por ende, la mayora de interpretaciones
se hicieron considerando las experiencias de los asistentes a los talleres.
3.2.1 Las formas y presentaciones ms convenientes para la exportacin de

Lcuma procesada.
Pulpa de Lcuma Congelada

Harina de Lcuma
Liofilizado de Lcuma

POTENCIALES (CONT.)
3.3 Se levantar informacin estadstica confiable y desagregada. Esto incluir precio FOB y
CIF, volumen y destinos.
Precio de venta al pblico es de US$ 2.20 US$ 2.30/libra de pulpa. Es decir el
precio por un kilogramo es de unos US$ 5.
Hay productores que compran lcuma de Noviembre a Febrero y lo vende en
Setiembre u Octubre; entonces se
tiene un costo de almacenamiento en fro
adicional, de US$ 30 mensuales. El producto congelado dura hasta 1.5 aos en
almacen.
Los costos involucrados son: costo de bajar el contenedor; almacenaje; comisiones de
venta y de crdito; costo de bolsas y cajas; costo de transporte; exportacin, costo de
FDA (riesgo no tarifario de hasta US$ 800); costo de intensive search en USA (ms
de US$ 1,000 para ver si el contenedor contiene droga). En caso que el contenedor
queda en hold hay que pagarle los gastos a la naviera porque el producto no se
puede bajar del barco. A veces la autorizacion del FDA se puede demorar m s de un
mes. En cargas secas se tiene ms problemas que en cargas congeladas. En
congelado se puede quedar la carga inmobilizada de 15 a 20 d as.
No hay seguro contra las inspecciones - el importador asume todos los costos.
En un contenedor se pueden transportar de 4 a 5 TM de pulpa. Por lo general los
importadores compran producto un mes antes que se le acabe el contenedor anterior ,
por lo que generalmente se tiene una rotacin de 3 a 4 meses.
Aproximadamente US$ 50,000 es el costo de un contenedor lleno de producto. El
flete no tiene un impacto fuerte; en cambio el precio final si tiene gran impacto en
poder acceder al mercado o no.
Todos estos datos se incluirn en los flujos a desarrollar en el modelo financiero final.
EXPORTACIONES DE DERIVADOS DE LCUMA 2001
EXPORTACIONES DE DERIVADOS DE LCUMA 2005
EXPORTACIONES DE LCUMA A VARIOS PASES

EN UN AO TPICO
NDICE DE CRECIMIENTO DE LAS EXPORTACIONES

DE LOS DERIVADOS DE LA LCUMA
Tasa de Crecimiento Compuesto Anual

(TCCA)
2001-04
2001-05
TCCA de Ingresos por Exportaciones

TCCA de Exportaciones en Ton
53.19%
46.08%
9.86%
(6.14%)
PRECIOS PROMEDIO DE EXPORTACION

DE LA LCUMA - $/KG
REVISIN DEL MERCADO ACTUAL Y PROYECTADO
EXPORTACIONES PERUANAS DE JUGOS / CONCENTRADOS (Tm)

(Proyeccin al 2008)
2001
Varias
pulpas *
Pulpa de
Lucuma
Total
2002
2003
2004
2005
2006
2007
2008
3,244
3,321
3,892
4,359
4,882
5,467
6,124
6,859
16
64
320
480
800
960
3,247
3,322
3,908
4,423
5,202
5,947
6,924
7,819
Source: ComexPeru
EXPORTACIONES PERUANAS DE JUGOS / CONCENTRADOS (En

miles de dlares)
Varias
Pulpas
Pulpa de
Lcuma
TOTAL
2001
2002
2003
2004
6,488
6,642
7,784
8,718
40
6,497
6,645
7,824
2005
2006
2007
2008
9,764
10,935
12,247
13,717
160
800
1,200
2,000
2,400
8,878
10,564
12,135
14,247
16,117
* Precios: US$ 2.5 lcuma (del 2005) y US$ 2 promedio para otras pulpas
** 80% de la produccin es proyectada para fines de exportacin.
PRODUCCIN ESTIMADA DE PULPA DE LUCUMA (TM)

2001
6
2002
15
2003
20
2004
80
2005
400
2006
600
2007
2008
1,000
1,200
PARTICIPACIN ESTIMADA DE PROLUCUMA EN LAS EXPORTACIONES

PERUANAS DE JUGOS / CONCENTRADOS
Participacin
de Prolucuma
En las
exportaciones
de jugos /
concentrados
2001
2002
2003
2004
2005
2006
2007
2008
0.12%
0.04%
0.41%
1.45%
6.15%
18.07%
11.55%
12.28%
*El porcentaje de participacin de Prolucuma en las exportaciones de jugos/

concentrados es obtenida de la divisin de las exportaciones proyectadas de pulpa de
lcuma entre las exportaciones de Jugos/ Concentrados de todas las dems frutas.

POTENCIALES (CONT.)
3.3.1 Seleccin de una terna de los potenciales pases/mercados donde el
producto pueda ingresar exitosamente.
El principal destino es EEUU; sin embargo han habido unas exportaciones a

Chile y Japn, el resto de la produccion se vende en el mercado local .
Se investigarn los usos ms importantes del producto en USA y tambin las
exportaciones chilenas (mercados y usos).
A partir de las experiencias de exportaciones actuales, la consultora prepar
expresamente una matriz para evaluar los mercados potenciales de manera
participativa.
3.4 Se realizar una presentacin y se elaborarn documentos informativos sobre

los mercados seleccionados y los criterios utilizados para la seleccin de la
terna de mercados.
Se hizo una presentacin en el taller I y se discutieron los temas referidos en el
programa que se adjunta.
PROGRAMA DEL TALLER I

I.- Coordinacin y Presentacin de los Puntos a Discutir:
II.- Discusin sobre el punto 1:
9:45 am
1.
1.1
1.2
1.3
1.4
9:10 am
ANLISIS DE LOS CULTIVOS DE LCUMA EXISTENTES Y SU PRODUCCIN:

Evaluar la extensin de tierras cultivadas y rendimientos de Lcuma.
Estimar el crecimiento de las reas cultivadas y produccin de Lcuma en los ltimos
diez aos
Estimar el costo de produccin de Lcuma.
Estimar el crecimiento del rea de cultivo contra el incremento de rendimiento por
hectrea.
III.- Coffee Break: 11:15 am

IV.- Discusin sobre el punto 2:
11:45 am
2.
LCUMA Y SUS DERIVADOS
2.1 Identificar las caractersticas y ventajas de los derivados de la Lcuma.
2.2 Hacer una evaluacin de la produccin y propiedades qumicas de cada derivado individual.
2.3
Valor agregado en cada derivado.
2.4
Equipamiento e infraestructura necesarios para la produccin de los distintos derivados.
2.5
Capital de inversin y costos requeridos para la produccin de cada derivado.
V.- Conclusiones:
1:00 pm
SELECCIN DE UN MERCADO OBJETIVO

4.1 Resultados del taller previo.
Como resultados iniciales se expuso la informacin obtenida en una reunin
de trabajo que se estableci el 13 de Julio, en las instalaciones del AGAP y
Prolcuma con los directivos de dicha institucin, as como con la presencia
de representantes de Prompex y de la empresa Liofilizadora del Pacfico.
En dicha reunin se le encarg a la consultora que estudiara las
posibilidades de mercado con los fabricantes de helados, yogurt, cereales y
milk-shake en los pases seleccionados.
En el taller II se hizo una presentacin y se discutieron los temas referidos
en el programa que se adjunta.
En el taller II se cont con la presencia de productores, asociados a
Prolcuma, exportadores, industriales y tcnicos especialistas en el tema de
produccin de lcuma.
ASISTENTES A LOS TALLERES I Y II

No.
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
Empresa
Frigorifico esmeralda
NISA
NISA
MINAG
INIA
AGAP
Belmont Foods
Liofilizadora del Pacifico
Prolucuma Huaral - Presi
Prolucuma Huaral - VicePresi
Prolucuma Huaral - Secretario
Prompex
Representante del Senor Jaime Zignago
Inmobiliaria Gallos SA
El Lcumo
El Lcumo
El Lcumo
ACM
ACM
ACM
ACM
Tiara
Representante
Hugo Valdez Osorio
Gastn Urbina
Javier Delgado
Jorge Amaya
Willy Daga
Sandro Farfan
Juan Daniel Payet
Lorena Olavarria
Ing. Luis Enrique Olivares Alegria
Abraham Salinas
Guillermo Suarez Toledo
Juan Carlos Mandujano
Valentin Garcia
Gonzalo Rosell
Telsforo Sojo Sulln
Maria Barreto Grundel
Stefan Bederski Fischer
Tony Salas
Gisela Camminati
Cesar Paredes
Rosario Alva
Trevor Norris
Asistencia
Asisti
No asisti
No asisti
No asisti
Asisti
No asisti
Asisti
Asisti
Asisti
Asisti
Asisti
No asisti
No asisti
No asisti
Asisti
No asisti
No asisti
Asisti
Asisti
Asisti
Asisti
Asisti
SELECCIN DE UN MERCADO OBJETIVO (CONT.)

4.2 Elaboracin de material de trabajo e informativo para los participantes de este
taller decisivo.
Ver Programa del Taller II
4.3 Coordinaciones logsticas para la realizacin del taller
Taller II realizado de 2-6 pm en el Hotel Basquiat Inn ubicado en Av. Dos de
Mayo 1421 (alt. Cdra. 14 Javier Prado Oeste)
4.4 Identificacin y convocatoria a los principales agentes del sector.
Ver lista de Participantes y Asistentes
4.5 Presentacin de una terna de los potenciales pases/mercados a exportar y el
anlisis que condujo a su seleccin.
Ver Matriz Resultado del Taller II
4.6 Seleccin del mercado objetivo al cual se orientar el plan de accin.
Ver Matriz Resultado del Taller II
PROGRAMA DEL TALLER II

I.- Coordinacin y Presentacin de los Puntos a Discutir:
II.- Discusin sobre el punto 3:
2:15 pm
2:05 pm
3.
IDENTIFICACIN Y ANLISIS DE MERCADOS POTENCIALES
3.1 Se har un anlisis de la informacin, documentacin y bibliografa (publicaciones)
relevante disponible para determinar las formas y presentaciones ms convenientes
(pulpa, harina, etc.) para la exportacin de Lcuma procesada.
3.2 Se levantar informacin estadstica confiable y desagregada. Esto incluir precio FOB
y CIF, volumen y destinos.
3.3 Seleccin de una terna de los potenciales pases/mercados donde el producto pueda
ingresar exitosamente definicin de criterios crticos.
III.- Coffee Break: 2:45 pm
IV.- Discusin sobre el punto 4:
3:00 pm
4.
SELECCIN DE UN MERCADO OBJETIVO
Seleccionar entre la terna de candidatos definida cual ser el (los) mercado(s) objetivo para
la elaboracin del plan de accin de exportacin de Lcuma , utilizando una cartilla-matriz
elaborada por TIARA y ACM.
V.- Conclusiones y Clausura: 5:30 pm
ELEMENTOS DE IDENTIFICACIN Y
CRITERIO DE ANLISIS PARA EL MERCADO POTENCIAL
Desarrollo de una matriz con un sistema de puntaje que tome en

consideracin los siguientes parmetros:
Opinin y percepcin del cliente sobre el producto.
Segmentacin del mercado basado en:

Nivel de Ingresos
Diversidad tnica
Ubicacin Geogrfica
Actual demanda del mercado para los derivados de lcuma o

productos similares como frutas tropicales y pulpas.
Sistema existente para la tasacin de productos similares a la lcuma.
Elasticidad de la demanda para lcuma, sus derivados y productos

similares.
Definicin de la distinta ponderacin de cada una de las variables/factores

presentados para la seleccin del mercado ideal para desarrollar el plan de
accin.
CRITERIOS PARA LA SELECCIN DEL MERCADO - LCUMA

ORDENE LOS PAISES SEGN LOS SIGUIENTES CRITERIOS
USA
JAPN
UK
FRANCIA
ALEMANIA
ESPAA
COREA
POBLACIN (MILLONES DE HABITANTES)
294.49
127.78
60.57
60.64
82.71
TAMAO DE LA ECONOMA - PBI (US$ BILLONES)
11,483
3,603
1,727
1,683
2,293
921
675
PBI PER CAPITA (US$)
38,994
28,196
28,513
27,759
27,720
22,758
13,746
40.4814
49.08
SEGMENTACIN DEL NIVEL DE INGRESOS

POBLACIN CON INGRESOS MAYORES A US$ 200K
2.25%
1.50%
1.00%
0.75%
1.25%
0.15%
0.10%
POBLACIN CON INGRESOS ENTRE US$ 150k & US$ 200K
2.50%
1.85%
1.15%
0.90%
1.40%
0.55%
0.25%
POBLACIN CON INGRESOS ENTRE US$ 100K & US$ 150K
8.50%
4.95%
3.50%
3.25%
3.75%
1.37%
0.75%
14.25%
9.68%
11.15%
8.95%
9.15%
5.95%
2.11%
16.43%
15.12%
17.70%
21.66%
16.25%
23.52%
3.34%
POBLACIN CON INGRESOS MENORES A US$ 25K
21.15%
22.72%
41.00%
46.30%
41.00%
52.00%
74.68%
POBLACIN CON INGRESOS MAYORES A US$ 50K
62.42%
62.16%
41.30%
32.04%
42.75%
24.48%
25.32%
DEMANDA DE MERCADO PARA HELADO (US$ MM)
5,292
2,296
1,088
1,090
1,486
727
882
DEMANDA DE MERCADO PARA YOGURT (US$ MM)
7,056
3,061
1,451
1,453
1,982
970
1,176
TAMAO DE MERCADO PARA OTROS PRODUCTOS (US$ MM)
1,235
536
254
254
347
170
206
TAMAO DE MERCADO PARA SABORES DE HELADO Y YOGURT
1,358
589
279
280
381
187
226
(10% DEL MERCADO DE HELADO/YOGURT)

PERCEPCIN DEL SABOR DE LA LCUMA
30%
45%
25%
35%
37%
60%
75%
ACTITUD FAVORABLE DEL CONSUMIDOR
35%
55%
35%
45%
47%
70%
85%
NIVELES DE PRECIO Y MRGENES
7.50
8.50
7.25
7.10
7.60
6.00
7.25
COSTO DE PROMOCIN PARA LLEGAR AL CONSUMIDOR
5.00
4.00
4.00
3.00
4.00
5.00
8.00
FACILIDAD DE ACCESO A RED DE DISTRIB. DE LOS FABRICANTES DE HELADO Y YOGURT
7.00
5.00
6.25
5.00
6.00
6.00
6.50
FLETE
9.00
5.00
4.00
4.00
4.00
5.00
5.00
10.00
8.00
7.00
7.00
7.00
7.00
8.00
8.50
8.50
5.50
5.50
5.50
5.50
9.00
EVALE EL SISTEMA DE PRICING EXISTENTE
ARANCELES
BARRERAS NO ARANCELARIAS (FDA, POLTICAS, NOVEL FOODS, CERTIFC. ETC.)
VENTAS ACTUALES DE LCUMA Y SUS DERIVADOS (US$ MM)
0.04
0.02
DEMANDA POTENCIAL DE LCUMA Y SUS DERIVADOS (US$ MM)
13.58
15.31
7.26
7.26
9.91
4.85
5.88
VALOR DEL 2% DE PARTICIPACIN DE MERCADO (US$)
27.17
30.61
14.51
14.53
19.82
9.70
11.76
PBI PER CAPITA
1.00
0.72
0.73
0.71
0.71
0.58
0.35
NIVEL DE INGRESOS SOBRE US$ 50K
1.00
1.00
0.66
0.51
0.68
0.39
0.41
TAMAO DEL MERCADO PARA HELADO

TAMAO DEL MERCADO PARA YOGURT
1.00
0.43
0.21
0.21
0.28
0.14
0.17
1.00
0.43
0.21
0.21
0.28
0.14
0.17
SEGMENTO DE MERCADO PARA OTROS PRODUCTOS
1.00
0.43
0.21
0.21
0.28
0.14
0.17
SEGMENTO DE MERCADO PARA SABORES
1.00
0.43
0.21
0.21
0.28
0.14
0.17
0.41
0.65
0.41
0.53
0.55
0.82
1.00
PRICING EN EL MERCADO
0.88
1.00
0.85
0.84
0.89
0.71
0.85
COSTO DE PROMOCIN
0.63
0.50
0.50
0.38
0.50
0.63
1.00
ACCESO A LA DISTRIBUCIN
1.00
0.71
0.89
0.71
0.86
0.86
0.93
FLETE
1.00
0.56
0.44
0.44
0.44
0.56
0.56
ARANCELES
BARRERAS NO TARIFARIAS (FDA, POLTICAS, NOVEL FOODS, ETC.)
1.00
0.80
0.70
0.70
0.70
0.70
0.80
0.94
0.94
0.61
0.61
0.61
0.61
1.00
DEMANDA ACTUAL DE LCUMA Y SUS DERIVADOS
1.00
0.54
DEMANDA POTENCIAL DE LCUMA Y SUS DERIVADOS
0.89
1.00
0.47
0.47
0.65
0.32
0.38
VALOR DEL 2% DE PARTICIPACIN DE MERCADO
0.89
1.00
0.47
0.47
0.65
0.32
0.38
272.86
184.44
120.19
114.55
129.33
119.70
145.45
VARIABLES NORMALIZADAS
PUNTAJE DE LOS PAISES RESPECTIVOS
PONDER. (0 - 25)
MATRIZ DE RESULTADOS TALLER II

Variables a Ponderar - cules son las ms importantes, las que determinarn si
debo escoger a un pas especfico para para definir mi estrategia de penetracin de
mercado...
Pases Seleccionados
PAISES
VARIABLES NORMALIZADAS
USA
JAPN
UK
FRANCIA ALEMANIA
ESPAA
COREA
PONDER. (0 25)
PBI PER CAPITA
18.5
1.00
0.72
0.73
0.71
0.71
0.58
0.35
NIVEL DE INGRESOS SOBRE US$ 50K
17.9
1.00
1.00
0.66
0.51
0.68
0.39
0.41
TAMAO DEL MERCADO PARA HELADO
17.4
1.00
0.43
0.21
0.21
0.28
0.14
0.17
TAMAO DEL MERCADO PARA YOGURT
3.8
1.00
0.43
0.21
0.21
0.28
0.14
0.17
SEGMENTO DE MERCADO PARA OTROS PRODUCTOS
16.6
1.00
0.43
0.21
0.21
0.28
0.14
0.17
SEGMENTO DE MERCADO PARA SABORES
20.3
1.00
0.43
0.21
0.21
0.28
0.14
0.17
10.5
0.41
0.65
0.41
0.53
0.55
0.82
1.00
PRICING EN EL MERCADO
12.5
0.88
1.00
0.85
0.84
0.89
0.71
0.85
COSTO DE PROMOCIN
20.9
0.63
0.50
0.50
0.38
0.50
0.63
1.00
ACCESO A LA DISTRIBUCIN
22.0
1.00
0.71
0.89
0.71
0.86
0.86
0.93
FLETE
8.5
1.00
0.56
0.44
0.44
0.44
0.56
0.56
ARANCELES
BARRERAS NO TARIFARIAS (FDA, POLTICAS, NOVEL FOODS, ETC.)
10.4
1.00
0.80
0.70
0.70
0.70
0.70
0.80
22.5
0.94
0.94
0.61
0.61
0.61
0.61
1.00
DEMANDA ACTUAL DE LCUMA Y SUS DERIVADOS
17.9
1.00
0.54
DEMANDA POTENCIAL DE LCUMA Y SUS DERIVADOS
22.1
0.89
1.00
0.47
0.47
0.65
0.32
0.38
235.47
166.02
114.49
105.96
120.11
108.23
129.82
(VALOR DEL 2% DE PARTICIPACIN DE MERCADO)

PUNTAJE DE LOS PAISES RESPECTIVOS
CONCLUSIONES
El Proyecto deber incluir los siguientes temas de anlisis:
Se deber promover la homogenizacion en los conceptos de calidad de producto, a partir

de normativas de estandarizacion de producto que significa calidad y de la
informacin de documentos tcnicos del cultivo.
Necesidad de un interlocutor (Prolcuma) que pueda implementar las estrategias que el

proyecto finalmente defina. Prolcuma no muestra an las capacidades para poder cumplir
con ese papel hay necesidad de fortalecer sus capacidades institucionales.
La lcuma es un producto caro comparado con los precios de otros frutales, dado que
tiene baja produccion por hectarea el proyecto deber plantear a qu precio se puede
ofrecer el producto si se incrementa sus rendimientos.
El precio en el mercado
internacional de pulpas congeladas s se considera un deal braker.
Se definieron seis factores claves para la toma de decision del mercado los cuales sealan
a USA y Japn como principales paises para comercializar los derivados de lcuma y stos
sern tomados en cuenta para el plan de acceso.
Para que el proyecto sea efectivo, se deber plantear polticas pblicas vinculadas a la
promocion de la inversion privada.
Se acord que los participantes completaran los datos econmicos para elaborar los flujos
de caja respectivos a produccin de campo, planta y agroexportacin industrial.
LUCUMA EXPORT MARKET - USA

PHASES II & III REPORT
TARIFF ISSUES
U.S.-Peru Trade Promotion Agreement (USPTA),
Andean Trade Promotion and Drug Eradication Act (ATPDEA),
The Free Trade Agreement (FTA)/Trato del Libre Comercio (TLC):
Presently there are no tariffs on products such as Lucuma from Peru. Although Peru
and the United States have negotiated a holistic free trade agreement (FTA/TLC), as
of December 2006 it has not been fully ratified by both countries for unrelated internal
political reasons which occurred in both countries since its negotiation.
Nonetheless, exports from Peru are currently tariff free due to the ongoing Andean
Trade Promotion and Drug Eradication Act (ATPDEA) which is due to expire at the end
of 2006.
Due to the election results in the USA of November 2006, which changed the majority
in the US Senate and House of Representatives to the Democrat Party, the future of
the ratification process of the Free Trade Agreement (FTA/TLC) is unclear.
However, it is likely (and assumed for this report) that either the ATPDEA will be
extended (likely) or the Free Trade Agreement will be ratified prior to the swearing-in
of the new Democrat Majority (possible) or the new U.S. Congress will ratify it
immediately (unlikely).
Should there be no preferential trade agreement in force, many of the
assumptions, particularly those dependent to pricing must be reconsidered.
As an exotic product, the absence of a trade agreement would affect Lucuma much
less than other Peruvian Exports (such as cotton garments).
FDA REGULATIONS
Food & Drug Administration (FDA) regulations:
The Public Health Security and Bioterrorism Preparedness and

Response Act of 2002 requires domestic and foreign facilities that
manufacture, process, pack, or hold food for human or animal consumption
in the U.S. to register with the FDA.
Under the same Bioterrorism Act, foreign companies are required to submit
Prior Notice to the FDA before food is imported or offered for import into
the U.S.
USE OF DIFFERENT FORMS OF LUCUMA

IN DIFFERENT SEGMENTS
Processed lucuma are used as raw materials for the food industry, as
well as the foodservice industry:
1. frozen lucuma pulp & fruit chunks: pulped and frozen - used as an
ingredient for ice-cream, yogurt, juices, cocktails, various desserts, jams,
sweet fillings, and confectionery
2. lucuma coulis sauce: used as ice-cream sauce/topping and decoration of
dishes - would mainly be used by the foodservice industry
3. aseptic or sterilized lucuma pulp (bag-in-box pack): does not require
refrigeration - used as a raw material in dessert, yogurt and ice-cream
4. thick lucuma filling: sweetened product - used directly as a filling for
doughnuts, cookies, waffles, truffles, etc.
5. lucuma pure: for direct consumption, marketed through supermarkets,
especially as a baby and childrens food
6. dried lucuma (chunks or flour): used as a raw material for ice-cream, cereal
mixes (muesli), and desserts in general
POTENTIAL MARKET SEGMENTS
Ice cream
Yogurt
Flavored milk & milkshakes
Sweet spreads
Confectionery
Bread & bakery products
Breakfast cereal
Foodservice & restaurants
INDUSTRY COMMERCIAL EVENTS IN USA
Americas Food & Beverage Show & Conference in Miami, FL November 8~10, 2006
National Ice Cream Retailers Convention in Savannah, GA November 8~11, 2006
Expo Comida Latina in New York, NY November 14~15, 2006
Dairy Forum in Orlando, FL January 14~17, 2007
Winter Intl Fancy Food & Confection Show in San Francisco, CA January 21~23, 2007
World Ag Expo in Tulare, CA February 14~16, 2007
North America Pizza & Ice Cream Show in Columbus, OH February 25~26, 2007
Western Candy Conference in San Diego, CA March 21~25, 2007
SupplySide East Show in Secaucus, NJ April 30~May 2, 2007
Spring International Fancy Food & Confection Show in Chicago, IL May 6~8, 2007
Dairy-Deli-Bake Seminar & Expo in Anaheim, CA June 3~5, 2007
Summer Intl Fancy Food & Confection Show in New York, NY July 8~10, 2007
American Bakery Expo in Las Vegas, NV September 8~10, 2007
National Confectioners Assoc. All Candy Expo in Chicago, IL September 17~19, 2007
World Dairy Expo in Madison, WI October 2~6, 2007
International Baking Industry Expo in Orlando, FL October 7~10, 2007
Worldwide Food Expo in Chicago, IL October 24~27, USA
DEMAND FOR SIMILAR PRODUCTS
Mangoes
Peaches
Strawberries
Others
RANKING OF ICE CREAM FLAVORINGS IN USA
A survey ranked ice cream eating preferences among Americans, and

the percentage of respondents favoring each flavor.
Rank
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Flavor
Vanilla
Chocolate
Strawberry
Butter Pecan
Neapolitan
Chocolate chip
French vanilla
Cookies 'n' cream
Fudge ripple
Praline
Source: International Ice Cream Association
Percent
29.0%
8.9%
5.3%
5.3%
4.2%
3.9%
3.8%
3.6%
2.6%
1.7%
ICE CREAM STATISTICS FOR THE

UNITED STATES - I
Total U.S. production of ice cream and related frozen desserts in 2004
amounted to about 1.6 billion gallons, translating to about 21.5 quarts
per person.
Total US Production of Frozen Desserts (Hard & Soft) in Million Gallons
Regular
Ice Cream
1999
972.2
2000
979.6
2001
970.1
2002
1005.0
2003
1015.1
% 2002-3 1.0%
Low & Nonfat

Ice Cream
421.1
404.1
402.6
359.6
373.9
3.8%
Frozen
Yogurt
90.9
94.5
52.6
70.8
68.0
-4.0%
Sherbet
54.5
51.9
64.4
57.0
56.2
-1.4%
Water
Ices
70.3
65.8
71.2
67.6
67.5
-0.0%
Other Frozen
Dairy Products
13.9
11.6
10.5
8.7
7.9
-9.3%
Total Frozen
Products
1622.8
1607.6
1571.4
1568.6
1588.6
1.3%
In 2004, total U.S. sales of ice cream and frozen desserts reached
$21.4 billion. Of that total, $8.1 billion was spent on products for "at
home" consumption, while $13.3 billion was spent on "away from
home" frozen dessert purchases (scoop shops, foodservice and other
retail sales outlets.)
Per Capita ICE CREAM STATISTICS FOR THE

UNITED STATES - II
Regular Ice
Cream (lbs)
Reduced Fat Ice

Cream (lbs)
Sherbet (lbs)
Other Frozen
Products (lbs)
1995
15.5
7.4
1.3
4.8
1996
15.6
7.5
1.3
3.8
1997
16.1
7.8
1.3
3.2
1998
16.3
8.1
1.3
3.4
1999
16.7
7.5
1.3
3.1
2000
16.7
7.3
1.2
2.9
2001
16.3
7.3
1.2
2.2
2002
16.7
6.5
1.3
2.1
2003
16.4
7.5
1.2
2.0
2004
13.8
7.2
1.1
1.9
2005
14.4
5.9
0.9
1.5
Year
CUSTOMER ANALYSIS
ICE CREAM MANUFACTURERS - I
Dreyers Grand Ice Cream (subsidiary of Nestle)
Company website: http://www.dreyers.com/

5929 College Ave., Oakland, CA 94618
Tel: 510-652-8187
2005 sales: $188.7 million
Dreyers Grand is one of the three largest ice cream producer in the U.S.
The companys ice cream brands include: Dreyers, Edys, Healthy Choice,
and Haagen-Dazs
Dreyers Grand has about 15% market share
CUSTOMER ANALYSIS
ICE CREAM MANUFACTURERS - II
Good Humor-Breyers Ice Cream / Unilever Ice Cream
Company website: http://www.icecreamusa.com

PO Box 19007, Green Bay, WI 54307
Tel: 920-499-5151
Unilever is one of the three largest manufacturer of branded packaged ice
cream and frozen novelty products in the U.S.
The companys ice cream brands include: Breyers, Good Humor, Klondike,
Popsicle, and Ben & Jerrys
Unilever has about 15% market share
Ben & Jerrys Homemade (subsidiary of Unilever)
Company website: http://www.benjerry.com

30 Community Drive, South Burlington, VT 05403
Tel: 802-846-1500
2005 sales: $272 million
Ben & Jerrys is a maker of super premium ice cream
The company also operates/franchises more than 430 scoop shops in North
America
CUSTOMER ANALYSIS
ICE CREAM MANUFACTURERS - III
Blue Bunny (Wells Dairy Inc.)
Company website: http://www.bluebunny.com

1 Blue Bunny Dr., Le Mars, IA 51031
Tel: 712-546-4000
Blue Bunny is one of the three largest manufacturer of ice cream and frozen
desserts in the U.S.
The companys ice cream brands include: Blue Bunny, Bomb Pop, Carb
Freedom, Sweet Freedom, Health Smart, and Incrediples
Blue Bunny has about 15% market share
CUSTOMER ANALYSIS
ICE CREAM MANUFACTURERS - IV
Kemps (business segment of HP Hood)
Company website: http://www.kemps.com

1270 Energy Lane, St. Paul, MN 55108
Tel: 651-379-6500
Estimated 2005 sales (Hoovers): $750 million
Kemps manufactures and markets milk, ice cream, and related dairy
products
The companys ice cream brands include: Kemps, Caribou Coffee, Pillsbury,
and Twins
Kemps has about 6%~8% market share
CUSTOMER ANALYSIS
ICE CREAM MANUFACTURERS - V
CoolBrands International
Company website: http://www.eskimopie.com

4175 Veteran's Memorial Highway, 3rd Fl., Ronkonkoma, NY 11779
Tel: 631-737-9700
CoolBrands manufactures and distributes ice cream and other frozen treats
The companys ice cream brands include: Eskimo Pie, Godiva, Disney,
Crayola, Yoplait, Better for Kids, Snapple on Ice, No Pudge, Tropicana, Care
Bears, Trix, WholeFruit, Fruit-a-Freeze, and the Sopranos
CoolBrands has about 4%~5% market share
CUSTOMER ANALYSIS
ICE CREAM MANUFACTURERS - VI
Blue Bell Creameries
Company website: http://www.bluebell.com

1101 S. Horton, Brenham, TX 77833
Tel: 979-836-7977
Blue Bell is a regional ice cream manufacturer in the southern U.S.
The company makes ice cream, yogurt, frozen treats, sherbet, low-fat ice
creams, and sugar-free ice creams
Blue Bell manufactures 18 year-round ice cream flavors and 29 rotational
flavors
Blue Bell has about 4% market share
CUSTOMER ANALYSIS
ICE CREAM MANUFACTURERS - VII
Roberts Dairy
Company website: http://www.robertsdairy.com

2901 Cuming St., Omaha, NE 68131
Tel: 402-344-4321
Estimated 2005 sales (Hoovers): $276.9 million
Roberts Dairy produces fluid milk, cultured and frozen dairy products
The company brands include: Roberts and Hiland-Roberts as well as private
labels
Roberts Dairy has about 1%~2% market share
CUSTOMER ANALYSIS
ICE CREAM MANUFACTURERS - VIII
Stonyfield Farm
Company website: http://www.stonyfield.com

10 Burton Dr., Londonderry, NH 03053
Tel: 603-473-4040
Stonyfield is a producer of natural and organic yogurt and ice cream
The company is a leader among health-food store brands
Group Danone owns approximately 85% of Stoneyfield Farm
Stonyfield has less than 1% market share
CUSTOMER ANALYSIS
ICE CREAM MANUFACTURERS - IX
Ciao Bella Gelato
Company website: http://www.ciaobellagelato.com

231 40th St., Irvington, NJ 07111
Tel: 973-373-1200
Ciao Bella is a manufacturer of gelato and sorbet
The company offers unique flavors such as blueberry, chocolate jalapeno,
fromage blanc, ginger, mango, lychee, passion fruit, cassis, and zabaione
The companys brands include: Ciao Bella, Sarabeths, and Gotham
Ciao Bella manufactures 46 gelato flavors, 33 sorbet flavors, 7 frozen
yogurt flavors, and 8 seasonal flavors
Ciao Bella has less than 1% market share
CUSTOMER ANALYSIS
ICE CREAM MANUFACTURERS - X
Zambeedo Ice Cream
Company website: http://www.zambeedo.com

38245 Murrieta Hot Springs Rd., #F-105, Murrieta, CA 92563
Tel: 951-461-9932
Zambeedo is a manufacturer of specialty ice cream
The companys products are sold through health and natural food stores
Zambeedos unique flavors include Crme de Rose, Crme de Menthe, and
Crme de Chai
Zambeedo has less than 1% market share
CUSTOMER ANALYSIS
ICE CREAM RETAIL CHAIN - I
Baskin Robbins (Dunkin Brands)
Company website: http://www.baskinrobbins.com

130 Royall Street, Canton, MA 02021
Tel: 781-737-3000
Estimated 2005 sales (QSR): $555 million
Baskin Robbins operates the worlds largest chain of ice cream specialty
shops
The company owns more than 5,600 retail shops in 40 countries
Baskin Robbins serves 22 permanent ice cream flavors, 12 seasonal flavors,
15 regional flavors, 3 sherbet/sorbet flavors, and 3 frozen yogurt flavors
CUSTOMER ANALYSIS
ICE CREAM RETAIL CHAIN - II
Carvel Corporation (FOCUS Brands)
Company website: http://www.carvel.com

200 Glenridge Point Pkwy, Suite 200, Atlanta, GA 30342
Tel: 404-255-3250
Estimated 2005 sales: $86.5 million
Carvel sells soft serve ice cream and other frozen treats, including
character-shaped frozen ice cream cakes
The company has a chain of more than 540 franchised ice cream shops in
more than 25 states, primarily in the Northeast
Carvel also sells ice cream cakes through approximately 8,500
supermarkets nationwide
CUSTOMER ANALYSIS
ICE CREAM RETAIL CHAIN - III
Coldstone Creamery
Company website: http://www.coldstonecreamery.com

9311 E. Via de Ventura, Scottsdale, AZ 85258
Tel: 480-362-4800
Coldstone sells custom ice cream creations through it chain of upscale
retail locations
The company operates more than 1,350 stores
At Coldstone retail locations, customers combine their favorite ice cream
flavor with any number of mix-ins (i.e. candies, chocolate, fruits, nuts,
sauces, etc.) to create their personalized ice cream
Coldstone makes 33 different ice cream flavors
The company offers 11.5 million possible ice cream creations
CUSTOMER ANALYSIS
ICE CREAM RETAIL CHAIN - IV
International Dairy Queen (Berkshire Hathaway)
Company website: http://www.dairyqueen.com

7505 Metro Blvd., Edina, MN 55439
Tel: 952-830-0200
Dairy Queen is a leading franchiser of frozen treat stores, which also serves
a full line of typical fast food
The company has more than 5,600 locations
Dairy Queen is popular for their ice cream treats, such as sundaes and
soft ice cream cones
CUSTOMER ANALYSIS
ICE CREAM RETAIL CHAIN - V
MaggieMoos
Company website: http://www.maggiemoos.com

10025 Governor Warfield Pkwy, Suite 301, Columbia, MD 21044
Tel: 410-740-2100
Estimated 2005 sales: $60 million
MaggieMoos retail shops serves super premium ice cream
The ice cream is made fresh daily at the retail location
MaggieMoos allows customers to mix in fruits, nuts, or candies to create
custom ice cream flavors
CUSTOMER ANALYSIS
ICE CREAM RETAIL CHAIN - VI
Marble Slab Creamery
Company website: http://www.marbleslabcreamery.com

3100 S. Gessner, Suite 305, Houston, TX 77063
Tel: 713-780-3601
Estimated 2005 sales (QSR): $90 million
Marble Slab operates a chain of more than 540 franchised frozen treat
outlets in 35 states
The company serves about 40 flavors of homemade ice cream upon which
mix-ins are combined to create personalized ice cream flavors
CUSTOMER ANALYSIS
ICE CREAM RETAIL CHAIN - VII
TCBY The Countrys Best Yogurt (Mrs. Fields Famous Brands)
Company website: http://www.tcby.com

2855 E. Cottonwood Pkwy, Suite 400, Salt Lake City, UT 84121
Tel: 801-736-5600
TCBY franchises serve frozen yogurt treats at its retail locations
The company has more than 1,300 locations nationwide
TCBY serves 17 different hand-scooped frozen yogurt flavors and 41 softserved flavors
FLAVORED MILK & YOGURT STATISTICS

FOR USA
Year
Flavored Whole
Milk
(million lbs)
Other Flavored
Milk
(million lbs)
1995
704
1,914
1,646
58,433
1996
662
2,075
1,588
58,912
1997
676
2,154
1,574
58,758
1998
788
2,256
1,639
58,618
1999
877
2,339
1,717
59,257
2000
892
2,444
1,837
59,085
2001
973
2,553
2,003
59,021
2002
1,030
3,010
2,135
59,369
2003
1,049
3,141
2,387
59,745
2004
857
3,440
2,709
60,012
2005
754
3,554
2,556
59,900
Yogurt
(million lbs)
Total of All Milk

Products
(million lbs)
MARKET SEGMENT YOGURT

MANUFACTURERS - I
Yoplait (General Mills)
Company website: http://www.yoplait.com

1 General Mills Blvd., Minneapolis, MN 55426
Tel: 763-764-7600
2006 sales: $1,096 million
Yoplait manufactures and markets yogurt products
The company sells 95 different flavors of yogurt and 14 flavors of drinkable
yogurt
Yoplait has about 34% market share

MANUFACTURERS - II
Dannon (Danone)
Company website: http://www.dannon.com

100 Hillside Ave., 3rd Fl., White Plains, NY 10603
Tel: 914-872-8400
Estimated 2005 sales: $572.2 million
Dannon manufactures and markets yogurt products
The company offers 42 different yogurt flavors and 16 drinkable yogurt
flavors
Dannon has approximately 31% market share

MANUFACTURERS - III
Horizon Organic (Dean Foods)
Company website: http://www.horizonorganic.com

PO Box 17577, Boulder, CO 80308
Tel: 888-494-3020
Horizon Organic is the number one certified organic dairy brand in the U.S.
The company produces 22 different flavors of organic yogurt as well as 3
drinkable yogurt flavors

MANUFACTURERS - IV
Light n Lively (Kraft)
Company website: http://www.kraftfoods.com

3 Lakes Dr., Northfield, IL 60093
Tel: 847-646-2000
Kraft sells cottage cheese and yogurt under its Light n Lively brand
Mountain High Yoghurt
Company website: http://www.mountainhighyoghurt.com

1325 West oxford Ave., Englewood, CO 80110
Mountain High produces and sells all natural European style yogurt
The company offers 19 different flavors of yogurt

MANUFACTURERS - V
Silk (WhiteWave Foods / Dean Foods)
Company website: http://www.silksoymilk.com

12002 Airport Way, Broomfield, CO 80021
Tel: 202-635-4000
Silk is the best-selling soy-based dairy-alternative product brand in the U.S.
The company manufactures 9 different flavors of soy yogurt
Stonyfield Farm
Company website: http://www.stonyfield.com

10 Burton Dr., Londonderry, NH 03053
Tel: 603-437-4040
Stonyfield produces natural yogurts, organic yogurts, soy-based yogurs,
and drinkable yogurts
The company offers 18 flavors of natural yogurt, 20 flavors of organic
yogurt, 6 flavors of soy yogurt, and 8 flavors of drinkable yogurt
MARKET SEGMENT MILK & MILKSHAKE

MANUFACTURERS - I
Nestle USA
Company website: http://www.nesquik.com

800 N. Brand Blvd., Glendale, CA 91203
Tel: 818-549-6000
2005 sales (Nesquik): $18.5 million
Nestle manufactures ready-to-drink milkshake products under its NESQUIK
brand
NESQUIK milkshakes are available in 9 different flavors
Nestles NESQUIK milkshake has about 28.5% market share

MANUFACTURERS - II
The Hershey Company
Company website: http://www.hersheysmilk.com

100 Crystal A. Dr., Hershey, PA 17033
Tel: 717-534-4200
2005 sales (milk & milkshake): $17.25 million
Hersheys manufactures ready-to-drink milkshakes and flavored milk drinks
The company produces 5 different flavors of milkshakes and 3 flavors of
flavored milk
Hersheys Milkshake has about 17.3% market shake and Hersheys Milk has
another 9.3% market share

MANUFACTURERS - III
The Hain Celestial Group
Company website: http://www.tastethedream.com

58 S. Service Rd., Melville, NY 11747
Tel: 631-730-2200
2005 sales (Rice Dream): $8.1 million
The Hain Celestial Group manufactures a refrigerated non-dairy beverage
under its Rice Dream brand.
The firm was created by the fusion of Hain (health foods) and the
previously privately held Celestial Seasonings tea company of Boulder
Colorado. The combined firms penetration in free standing health food
stores (driven by the former Hain company), as well as in health/gourmet
sections (driven by the former Celestial Seasonings company) of chain and
non-chain supermarkets is a core asset.
The beverage is available in 2 flavors
Rice Dream has about 12.5% market share

MANUFACTURERS - IV
Odwalla (subsidiary of Coca-Cola)
Company website: http://www.odwalla.com

120 Stone Pine Rd., Half Moon Bay, CA 94019
Tel: 650-726-1888
2005 sales (Super Protein): $4.3 million
Odwalla manufactures juice beverages, smoothies, milkshakes, spring
water, nutritional bars, and soy-based drinks
The company makes 36 different flavors of juices, smoothies and
milkshakes
Odwallas Super Protein milkshake has about 6.7% market share

MANUFACTURERS - V
Kerns Beverages
Company website: http://www.kerns.com

5994 West Las Positas Blvd., Suite 209, Pleasanton, CA 94588
Tel: 888-655-3767
2005 sales (Horchata): $2.8 million
Kerns manufactures fruit nectars and horchata (a light-tasting milk and rice
drink popular in Mexico and other Latin American countries)
Kerns Horchata has about 4.3% market share

MANUFACTURERS - VI
Shamrock Farms
Company website: http://www.shamrockfarms.net

2228 N. Black Canyon Hwy., Phoenix, AZ 85009
Tel: 602-272-6721
2005 sales (milkshakes): $1.45 million
Shamrock Farms is the largest family-owned and operated dairy in the
Southwest
The company produces and distributes a full line of dairy products, including
fresh milk, sour cream, cottage cheese, whipping cream, ice cream, and
more
Shamrock MMMMILK and MMMMILKSHAKES are available in 12 different
flavors
Shamrock Farms milkshake has about 2.2% market share
MARKET DEMAND FOR FRUITS, JUICES &

SWEET SPREADS SEGMENTS
Statistics for 2004:
Processed Fruit Consumption

Fresh Fruit Consumption
Fruit Juice Consumption
Sweet Spread Market Demand -
24.52 mm tons
38.17 mm tons
12.5 mm tons
$1,800 mm
MARKET SEGMENT SWEET SPREADS

MANUFACTURERS I
The J. M. Smucker Company
Company website: http://www.smucker.com

1 Strawberry Lane, Orrville, OH 44667
Tel: 330-682-3000
2005 sales: $2,154.7 million
Smuckers is the number one U.S. producer of jams, jellies, and preserves
The company also manufactures dessert toppings, juices, and specialty fruit
spreads
Smuckers supplies industrial fruit fillings for yogurts and pastries as well
MARKET SEGMENT SWEET SPREADS

MANUFACTURERS II
Welch Foods (subsidiary of National Grape Cooperative Assoc)
Company website: http://www.welchs.com

3 Concord Farms, 575 Virginia Rd., Concord, MA 01742
Tel: 978-371-1000
Welch Foods produces Welchs brand fruit-based products
The companys products include bottled & canned juices, fruit snacks,
sparkling juices, frozen juices, juice concentrates, jams, jellies, preserves,
and juice bars
Welch Foods is the operating subsidiary of the National Grape Cooperative
Association
CONFECTIONERY DEMAND IN USA - I

Table 2a. Quantity and Value of Shipments of Confectionery Products: 2005 and 2004
[Quantity in thousands of pounds. Value in thousands of dollars]
2005
Product description
Quantity
Value
Shipments...............................................................................................
6,493,573
16,880,338
Chocolate and chocolate-type confectionery.......................................................
3,529,387
9,982,793
2004
Quantity
Value
6,208,003
16,465,387
3,321,509
9,637,758
Solid........................................................................................................
557,171
1,380,880
515,558
1,324,781
Solid with inclusions...........................................................................

226,685
695,998
232,100
717,137
Enrobed or molded with candy, fruit, nut or granola center...................................................................................

1,373,626
3,780,645
1,314,552
3,748,341
Enrobed or molded with bakery product center.....................................................................................

318,904
920,831
291,074
825,854
Panned.....................................................................................................
627,028
1,584,268
572,468
1,477,856
Assortments and other........................................................................

425,973
1,620,171
395,757
1,543,789
2,260,636
4,508,332
1,341,513
568,283
1,247,816
Chewy candy, including granola bars...........................................................................

662,395
1,534,055
585,572
1,336,842
Soft candy..............................................................................................
553,105
865,636
558,409
895,279
I ced/ coated................................................................................................
6,898
34,495
n/ a
n/ a
Panned.........................................................................................................
392,094
764,620
370,594
746,049
Licorice and licorice type..........................................................................

179,472
n/ a
n/ a
Chewing gum, bubble gum, and chewing gum base...............................................................................

382,258
1,616,032
427,674
1,829,463
Confectionery, n.s.k. 1/ .................................................................

206,149
198,184
489,834
Nonchocolate-type confectionery............................................................................
2,375,779
4,782,775
Hard candy............................................................................................
581,815
3. confectionery industry (i.e. chocolate):
242,456
498,738
on in 2004
CONFECTIONERY DEMAND IN USA - II

Table 3. Consumption of Selected I ngredients by the U.S. Confectionery I ndustry: 2005 and 2004
[Quantity in thousands of pounds. Value in thousands of dollars]
2005
Quantity
2004
Value
Materials consumed...................................................................
n/ a 4,131,733
Sugar (cane-beet).....................................................................................
2,404,237
663,189
Cocoa beans.........................................................................
697,169
603,160
Quantity
Value
n/ a 3,963,981
2,367,551
658,321
729,265
571,046
Corn syrup including HFCS and dextrose.........................................................................

1,402,857
172,264
1,363,482
162,671
Chocolate liquor, imported.........................................................................

n/ a
n/ a
n/ a
n/ a
Chocolate liquor, domestic.........................................................................

n/ a
n/ a
13,070
17,603
Cocoa powder composition coatings.........................................................................

n/ a
n/ a
n/ a
n/ a
Cocoa cake or powder.........................................................................

127,185
84,114
130,340
90,882
Cocoa butter..........................................................................
241,620
435,780
247,822
393,380
Chocolate coatings, milk.........................................................................

216,288
203,350
237,847
227,348
Chocolate coatings, other than milk..........................................................................

111,047
100,913
114,889
106,991
Fats and oils.........................................................................

228,785
112,547
221,772
102,107
n/ a
66,934
62,565
Milk and milk products..........................................................................

1,083,423
517,852
1,052,761
481,863
Peanuts, shelled basis..........................................................................

327,843
158,983
326,548
150,387
50,675
81,024
Other nuts and nut meats (kernels)..................................................................

35,104
100,366
38,421
97,970
Coconut meat.....................................................................................................
5,601
5,322
5,511
5,192
Gum base..........................................................................
n/ a
Almond kernels..................................................................
53,731
105,141
Other edible materials 1/ ...................................................................

501,978
728,999
493,913
710,371
Materials, n.s.k. .......................................................................................................................................

n/ a
2,133
n/ a
2,048
1/ I ncludes corn starch, essential oils, eggs and egg products, fruits, jams, and other materials on which specific data w
MARKET SEGMENT CONFECTIONERY

MANUFACTURERS I
The Hershey Company
Company website: http://www.hershey.com

100 Crystal A Dr., Hershey, PA 17033
Tel: 717-534-4200
2005 sales (chocolate): $2,780.9 million
Hershey is the largest chocolate candy manufacturer in the U.S.
The companys confectionery brands include: Hersheys Kisses, Reeses,
Twizzlers, Mounds, and York Peppermint Patty
Hershey has about 44.7% market share

MANUFACTURERS II
Mars Inc. (Masterfoods)
Company website: http://www.mars.com

6885 Elm St., McLean, VA 22101
Tel: 703-821-4900
2005 sales (chocolate): $1,706.7 million
Mars is the number two chocolate candy manufacturer in the U.S.
The companys confectionery brands include: 3 Musketeers, Dove, Milky
Way, Skittles, Twix, and Starburst
Mars has about 27.4% market share

MANUFACTURERS III
Nestle USA
Company website: http://www.nestleusa.com

800 N. Brand Blvd., Glendale, CA 91203
Tel: 818-549-6000
2005 sales (chocolate): $548.8 million
Nestle is the number 3 chocolate candy manufacturer in the U.S.
The companys confectionery brands include: Crunch, Smarties, and KitKat
Nestle has about 8.8% market share

MANUFACTURERS IV
Godiva Chocolatier, Inc. (subsidiary of Campbell Soup)
Company website: http://www.godiva.com

355 Lexington Ave., Fl. 16, New York, NY 10017
Tel: 212-984-5900
2005 sales (total): $825 million
Godiva makes and sells premium chocolate concoctions, including bonbons,
flavored coffee, cookies, ice cream, and liqueur
The company also operates 275 boutique retail stores in the U.S.
Ghirardelli Chocolate Company
Company website: http://www.ghirardelli.com

510-483-6970
Tel: 1111 139th Ave., San Leandro, CA 94578
2005 sales (total): $150 million
Ghirardelli makes premium chocolate products such as its signature
chocolate squares, baking chocolate, and chocolate beverage mixes
The company also operates 12 retail shops

MANUFACTURERS V
Lindt & Sprungli USA
Company website: http://www.lindt.com

One Fine Chocolate Place, Stratham, NH 03885
Tel: 603-778-8100
2005 sales (global): $1,707.4 million
Lindt is Switzerlands oldest chocolate company and sells premium
chocolates worldwide
The companys brands include: Caffarel, Lindor, Lindt, and Swiss Tradition
Sees Candies
Company website: http://www.sees.com

210 El Camino Real, South San Francisco, CA 94080
Tel: 650-583-7307
Sees makes more than 100 varieties of premium chocolate truffles,
caramels, toffee, and other candies
The company has more than 200 franchised retail shops
BREAD & BAKERY SEGMENT STATISTICS USA
2004 Revenue totaling $33.52 billion, a 2% increase from the previous

year. This is 6.9% of total US food manufacturing revenue.
2005 Domestic demand totaling $34.60 billion, a 2.2% increase from

the previous year.
Bread and Bakery Product Manufacturing in the US - Product/Service

Segmentation (June 2005)
Fresh and frozen bread and rolls

Frozen cakes, pies and other pastries*
Other bakery products
77.4 %
13.5 %
9.1 %
* Frozen cakes, pies and other pastries - includes frozen bakery products (except bread), such
as soft cakes (including fruit), pies (including fruit, cream and custard) doughnuts,
danishes, cream puffs, eclairs, fruit muffins and other pastries for immediate human
consumption
MARKET SEGMENT BREAD & BAKERY

MANUFACTURERS I
Sara Lee Food & Beverage
Company website: http://www.saralee.com

3 First National Plaza, Chicago, IL 60602
Tel: 312-726-2600
2005 sales (total): $4,254 million
Sara Lee is the market leader of bread and bakery products in the U.S.
The company produces fresh sliced bread, buns, rolls, bagels, and frozen
bakery desserts such as pies, cakes, and cheesecakes
The Food & Beverage subsidiary also manufactures packaged deli meats
and cheeses and baked goods
Sara Lees bakery brands include: Sara Lee, Healthy Choice, Holsum, and
Roman Meal
The company has approximately 6.1% market share

MANUFACTURERS II
Bimbo Bakeries USA (subsidiary of Grupo Bimbo)
Company website: http://www.bimbobakeriesusa.com

14401 Statler Blvd., Fort Worth, TX 76155
Tel: 817-864-2500
Bimbo Bakeries is the U.S. subsidiary of Mexicos Grupo Bimbo S.A.
The company manufactures tortillas, bagels, snack cakes, muffins, and
pizza crusts
Bimbo Bakeries brands include: Bimbo, Mrs. Bairds, Oroweat, Francisco, Tia
Rosa, and Marinela
The company has approximately 3.6% market share

MANUFACTURERS III
Interstate Bakeries Corporation
Company website: http://www.interstatebakeriescorp.com

12 E. Armour Blvd., Kansas City, MO 64111
Tel: 816-502-4000
Interstate Bakeries is one of the largest wholesale bakers in the U.S.,
operating 52 bakeries nationwide
The companys bread brands include: Wonder, Merita, and Home Pride
Interstate Bakeries also produces snack cakes, doughnuts, and sweet-goods
under the brands Hostess, Dolly Madison, and Drakes
The company filed for Chapter 11 bankruptcy in 2004 and is still in the
process of reorganization

MANUFACTURERS IV
Dunkin Donuts (Dunkin Brands)
Company website: http://www.dunkindonuts.com

130 Royall St., Canton, MA 02021
Tel: 781-737-3000
2005 sales (U.S. total): $3,400 million
Dunkin Donuts is the worlds largest coffee and baked goods chain
The company sells 52 varieties of donuts in addition to an array of bagels,
breakfast sandwiches, and other baked goods
The company has over 4,000 Dunkin Donuts locations

MANUFACTURERS V
Krispy Kreme Doughnuts, Inc.
Company website: http://www.krispykreme.com

370 Knollwood St., Suite 500, Winston-Salem, NC 27103
Tel: 336-725-2981
Krispy Kreme operates a chain of more than 310 shops and more than 80
smaller format satellite locations throughout the U.S.
In addition to its original glazed doughnut, the company serves cakes, filled
doughnuts, crullers and fritters
BREAKFAST CEREALS SEGMENT

MARKET DEMAND 1995-2005
2005 US Cereal Industry (i.e. ready-to-eat, hot cereal, cereal bars)

revenue totaling $9.39 billion, a 3.5% increase from the previous year.
This accounts for 2.5% of total food manufacturing revenue in the
United States
Domestic demand totaling $9.08 billion, a 3% increase from the

previous year
Industry
Year
Revenue ($ mil)
1995
13210.8
1996
10283.6
1997
10108.1
1998
10596.6
1999
11668.9
2000
11702.5
2001
11813.9
2002
9098.5
2003
9077.8
Average Annual Growth
% Change
-2.2
-22.2
-1.7
4.8
10.1
0.3
1.0
-23.0
-0.2
-2.5
Industry Gross
Product ($ mil)
10267.8
7307.6
7283.5
7806.7
8891.0
8926.8
0.4
9006.2
6792.4
6563.6
% Change
0.3
-28.8
-0.3
7.2
13.9
0.9
-24.6
-3.4
-2.8
MARKET SEGMENT BREAKFAST CEREALS

MANUFACTURERS I
Kellogg Company
Company website: http://www.kelloggcompany.com

1 Kellogg Sq., Battle Creek, MI 49016
Tel: 269-961-2000
Kellogg is the number one U.S. breakfast cereal maker
The companys brands include: All Bran, Apple Jacks, Cocoa Krispies, Corn
Flakes, Corn Pops, Crispix, Crunch, Froot Loops, Frosted Mini-Wheats, Fruit
Harvest, Honey Smacks, Kelloggs Organics, Mini-Swirlz, Raisin Bran, Rice
Krispies, and Scooby Doo Berry Bones
Kellogg has about 23.7% market share

MANUFACTURERS II
General Mills, Inc.
Company website: http://www.generalmills.com

1 General Mills Blvd., Minneapolis, MN 55426
Tel: 763-764-7600
2005 sales: $11,640 million
General Mills is the number two cereal maker in the U.S.
The companys brands include: Cheerios, Chex, Total, Kix, Wheaties, and
Lucky Charms
General Mills has about 18% market share

MANUFACTURERS III
Kraft Foods, Inc.
Company website: http://www.kraft.com

3 Lakes Dr., Northfield, IL 60093
Tel: 847-646-2000
2005 sales (corporate total): $34,113 million
Kraft Foods is the number one food company and number three cereal
company in the U.S.
The company manufactures cereals under its Post brand
Post cereal brands include: Honey Bunches of Oats, Grape Nuts, Raisin
Bran, 100% Bran, Shredded Wheat, Toasties, Bran Flakes, Fruit & Bran,
Fruity & Cocoa Pebbles, Honeycomb, Strawberry Blasted Honeycomb,
Golden Crisp, Waffle Crisp, Oreo Os, and Alpha-Bits
Kraft has about 14% market share

MANUFACTURERS IV
Quaker Oats (subsidiary of PepsiCo)
Company website: http://www.quakeroats.com

P.O. Box 049003, Chicago, IL 60604
Tel: 312-821-1000
2005 sales (PepsiCo): $32,562 million
PepsiCo is the fourth largest cereal maker in the U.S., selling breakfast
cereal through its Quaker subsidiary
Quaker Oats cereal brands include: Capn Crunch, Life, Quisp, Mothers
Natural, Quaker, and Kretschmer
PepsiCo has about 11.4% market share
LUCUMA US CUSTOMER BUYING PATTERN - I
The main challenges that U.S. buyers face:
U.S Consumers in general have not been introduced to Lucuma flavoring
A few restaurants and a couple of ice cream parlors owned by Peruvians

offer Lucuma ice cream & chocolate truffles
Lucuma is very expensive if purchased through a distributor/importer in the

U.S. more than six to eight times the price of that in Peru
Fresh lucuma is not available in the U.S. so users must purchase lucuma
derivatives some would prefer to use fresh lucuma
Inconsistent quality is sometimes a problem for the customers they

sometimes receive frozen lucuma pulp with blemishes and freezer burns
LUCUMA US CUSTOMER BUYING PATTERN - II
Goya, a well known manufacturer and marketer of frozen food, Caribbean and
Latin American Cuisine appears to have a good experience of Lucuma Sales to
Ice Cream Segment
Goya started marketing frozen lucuma as recently as the 2006 spring in the US
They are selling frozen lucuma pulp at $3.99 per 14 OZ
They claim to have sold as much as 2,500 cases so far (with each case
containing 24 - 14 oz cans
They have sold so far 21,360 Kgms of Lucuma
They feel that the ice cream industry seems to like lucuma flavoring
This augurs well for potential lucuma sales
CRITERIA FOR MARKET SELECTION &

DESIGNING A SCORING SYSTEM
This has been already carried out in the earlier meeting with the
Lucuma Group on August 9, 2006
DISTRIBUTION CHANNEL ANALYSIS - I
American Fruits & Flavors
Company website: http://www.americanfruits-flavors.com/

10725 Sutter Ave., Pacoima, CA 91331
Tel: 818-899-9574
AFF is an ingredients supplier to the beverage, bakery, dairy, confectionery,
frozen novelties, snack foods, and jams industries
The company specializes in fruit flavorings, vegetable flavorings, fruit bases,
fruit concentrates, natural sweeteners, and tropical blends
DISTRIBUTION CHANNEL ANALYSIS - II
Bioactive Resources
Company website: http://www.bioactiveresources.com/

138 Sylvania Place, South Plainfield, NJ 07080
Tel: 908-561-3114
E-mail: divyad@bioactiveresources.com
Bioactive Resources is an ingredients supplier for the nutritional
supplement, food, beverage, snacks, and cosmetics industries
The company carries fruit and vegetable derivatives
Carlos Steffens Inc.
Company website: http://www.steffenscorp.com

3061 Independence Dr., Suite F, Livermore, CA 94550
Tel: 925-243-6539
Carlos Steffens is an ingredients broker specializing in concentrated fruit
juices, fruit purees, and pastes
DISTRIBUTION CHANNEL ANALYSIS - III
Carmi Flavor & Fragrance
Company website: http://www.carmiflavors.com/

6030 Scott Way, Commerce, CA 90040
Tel: 323-888-9240
E-mail: jennifermontgomery@carmiflavors.com
Carmi is a flavor developer and ingredients supplier serving the bakery,
beverage, confectionery, dairy, and ice cream industries
The company carries various fruit flavorings
Country Pure Foods
Company website: http://www.juice4u.com/

681 W. Waterloo Rd., Akron, OH 44314
Tel: 330-753-2293
Country Pure Foods is an independent juice processor, manufacturing an
assortment of juices
DISTRIBUTION CHANNEL ANALYSIS - IV
Diana Naturals
Company website: http://www.diana-naturals.com

707 Executive Blvd., Valley Cottage, NY 10989
Tel: 845-268-5200
Diana Naturals is an ingredient supplier to the health food industry
The company specializes in the production and marketing of natural fruit
and vegetable ingredients
Dynamic Health Laboratories
Company website: http://www.dynamic-health.com/

110 Bridge St., Brooklyn, NY 11201
Tel: 718-472-4009
Dynamic Health Laboratories is a contract manufacturers of juices, juice
blends, purees, and concentrates
The company carries a variety of exotic juices and purees including: goji,
mangosteen, acai, noni, camu camu, aloe vera, papaya, and mango
DISTRIBUTION CHANNEL ANALYSIS - V
Encore Fruit Marketing
Company website: http://www.encorefruit.com/

120 West Bonita Ave., Suite 204, San Dimas, CA 91773
Tel: 909-394-5640
Encore Fruit Marketing is an ingredient broker specializing in fruit purees,
fruit juices, frozen fruits, dried fruits, and fruit concentrates
Food Partners
Company website: http://www.foodpartners.net/

340 W. Central Ave., Suite 200, Winter Haven, FL 33880
Tel: 863-298-8771
Food Partners is an ingredient distributor focusing on tropical fruit juices
and related by-products
The companys products include: acerola, black current, guabana, guava,
kiwi, mango, papaya, passion fruit, and prickly pear
DISTRIBUTION CHANNEL ANALYSIS - VI
FruitSmart Inc.
Company website: http://www.fruitsmart.com/

14502 N. Rothrock Road, Prosser, WA 99350
Tel: 509-786-3500
FruitSmart is an ingredients supplier and processor specializing fruit
ingredients
International Flavors & Fragrances
Company website: https://www.iffxpress.com/

150 Docks Corner Road, Dayton, NJ 08810
Tel: 732-329-5466
International Flavors & Fragrances is a flavor developer and ingredients
suppler for the confectionery, beverage, dairy, bakery, and other food
industry segments
DISTRIBUTION CHANNEL ANALYSIS - VII
iTi Tropicals
Company website: http://www.ititropicals.com/

Lawrenceville, NJ
Tel: 800-223-5484
iTi Tropicals is an importer of tropical fruit purees, concentrates, and fruit
pieces
The companys products include: acelora, aloe vera, coconut, guava,
mango, papaya, passion fruit, and tamarind
RFI Ingredients
Company website: http://www.rfiingredients.com

300 Corporate Drive, Suite 14, Blauvelt, NY 10913
Tel: 845-358-8600
RFI Ingredient is an ingredient developer and broker for the food and
beverage industries
The company carries powders, purees, and concentrates of acai, acerola,
camu camu, graviola, guava, mango, papaya, passion fruit, and star fruit
DISTRIBUTION CHANNEL ANALYSIS NODAL POINTS
Initially it is essential to develop a proper taste and flavoring appealing to the

US Palate
It is useful to spend some time and money with companies carrying out special
research in these areas in the US
Once this is done, the next step would be to offer the products to various
manufacturers to try the products
Only after this, the Distribution Channel should be offered the product to store
and sell after creating suitable demand in the market
Being a relatively new product, it is totally dependent on the response of

manufacturers of ice cream, yogurt, bakery products, sweet spreads, flavored
milk and breakfast cereals
A good market research after developing proper taste and flavorings is therefore
essential
COMPETITIVE ANALYSIS - I
Lucuma has to develop a Market Entry Strategy against stiff competition from all
other flavorings
In Fruit Pulp Category alone, it meets with competition from the following:
Mangoes this is currently placed in special gourmet category

Pineapple this is gradually making its way felt in selected gourmet ice cream
manufacturers
Selected tropical fruits it is left to the imagination of some of the gourmet ice cream
providers to come up with these fruit pulps
In addition, it is facing competition from the regular flavorings such as Vanilla

(29.6%), Chocolate (8.9%), Strawberry (5.3%), Butter Pecan (5.3%),
Neapolitan (4.2%), Chocolate Chip (3.9%), French Vanilla ((3.8%), Cookies n
Cream (3.6%), Fudge Ripple (2.6%) & Praline (1.7%)
The above add up to 68.3% and the balance is shared hundreds of products
accounting for 31.7%
Lucuma will have to start as one of the products in the 31.7% category
It is well known that Baskin Robbins have over 50 flavorings in their regular
retail chain
COMPETITIVE ANALYSIS - II
It is estimated that the Market Demand for various flavorings in

different segments are as below:
Ice Cream Segment

Yogurt
Flavored Milk
Sweet Spreads
Confectionery Products
Bakery Products
Breakfast cereals
TOTAL ALL SEGMENTS
In Millions of US$
985
372
617
364
729
1,598
1,961
6,626
ASSESSMENT OF CAPITAL INVESTMENT - I
Incremental Capital Investment needed has been calculated at 12.97%

of incremental sales revenue in Year 5
For a Sales Revenue of $11.293 million in Year 5, the Incremental

Investment would be $1.465 million
The model automatically triggers the investment for the incremental

sales revenue well in advance
Depreciation has been assumed to be 12.5% of Capital Investment
ASSESSMENT OF CAPITAL INVESTMENT - II
Incremental Manpower required to handle additional exports has been

arrived at on the basis of 1 person for every $50K exports carried out
The total personnel costs would be $7.5K p.a. per individual
The number of incremental jobs created and the incremental wage bill
for the first 5 years would be as below:
CALENDAR YEAR
NUMBER OF INCREMENTAL
JOBS CREATED EACH YEAR
TOTAL COSTS OF LABOR
2007
2008
2009
2010
2011
2015
69
72
75
521
1,063
1,626
1,660
1,694
1,842
STRATEGIC OPTIONS DEMAND IN VARIOUS

SEGMENTS IN 2006 - I
PROJ. MARKET DEMAND FOR ICE CREAM IN MM LBS
7,234
PROJ. MKT DEMAND FOR YOGURT - MM LBS
2,731
PROJ MKT DEMAND FOR FLAVORED MILK - MM LBS
4,532
SWEET SPREAD INDUSTRY - JAMS, HONEY, PRESERVES

ETC. - MM$
1,820
CONFECTIONARY INDUSTRY - MM$

CONFECTIONARY INDUSTRY - OTHER EDIBLE OILS,
JAMS, OILS & OTHER MATERIALS - MM LBS
BAKERY PRODUCTS - MM$
15,547
508
35,361
BAKERY PRODUCTS WHERE LUCUMA COULD BE USED MM$
7,992
PROJ. BREAKFAST CEREALS REVENUES - MM$
9,806
STRATEGIC OPTIONS GROWTH RATES OF

VARIOUS SEGMENTS
Ice Cream Segment
1.09%
Yogurt Segment
1.00%
Flavored Milk Segment
2.89%
Sweet Spreads Segment
1.10%
Confectionery Segment
1.20%
Bakery Products Segment
2.20%
Breakfast Cereals Segment
1.83%
STRATEGIC OPTIONS PRODUCT STRATEGIES
Develop Product Flavorings appealing to the US Palate
Approach Two Companies such as Carmi Flavor & Fragrance and

International Flavors & Fragrances, well experienced in this field to
provide quotes
A consumer panel is to be formed and product testing should take

place
Different forms of the product to be tried to see whose applicability has

the most favorable response from the consumer panel
Spending as much as $350K towards developing the optimal blend of

taste, aroma and feel for the product
Based on Consumer Panels reactions, a suitable product or a set of

products would be selected
STRATEGIC OPTIONS PRODUCTION STRATEGIES
In the collaborative meetings, one suggestion was that some groups of

growers (within or external to PROLUCUMA) combine forces and make
a binding commitment to produce standardized products which would
resolve a key issue in the current marketplace.
As suggested by ACM Consulting, this structure could be a fielcomiso
(land traust) whereby particpants place their land under contract and
for a specified time (say 5 years) decline rights to cease production of
Lucuma.
As a consequence, the producers in this category would be givern priority

rights for sales opportunities identified by PROLUCUMA or Government
Entities.
Production would be combined to create a significant exportable offer, with
participants receiving a corrresponding shareholding in the aggregated
entity.
Should the industry decide to explore this path, Tiara/ACM is willing to
undertake the financial analysis and develop the marketing strategy for
such an entity.
STRATEGIC OPTIONS PROMOTION STRATEGIES
Participation in 10 Trade Shows at a total cost of $200K
Making presentations similar to what Brazil did for their special berry
product, CIAO last year in US Trade Shows
Participation in Food Network Show, i.e., Channel 46 to display the

variety of food recipes using Lucuma. The cost should not exceed,
say $40K
Free Sampling & Demonstration in 50 selected restaurants, 4 times a

year at a unit cost of $325 per restaurant would involve an overall cost
of $65K
Advertising in 6 different magazines to a tune of $450
Overall cost of promotional strategies would be in the region of $755K
STRATEGIC OPTIONS PRICING STRATEGIES
It is recommended to have a Conservative Approach here
There is significant evidence that the Distributors in the US are

charging substantially higher price for Lucuma Pulp that they have
imported from Peru
It is also known that some of users of Lucuma for their ice-creams and
chocolate truffles are importing directly from their own sources in Peru
at $2.50 per Kgm.
We have therefore assumed an import price (fob Peru) at $2.50 per

Kgm
The model treats escalating price as an option in this regard and

shows the relevant results
STRATEGIC OPTIONS - DISTRIBUTION
There are quite a few distributors, ready to take on the Distribution

as seen in the earlier slides
However, the Strategy recommended here is to initially develop an

Optimal Product and then offer it to ice cream and yogurt
manufacturers and retail chains
Similarly, develop the products suitable for Confectionery, Bakery and

Breakfast Cereals Segments and then offer it to the respective
manufacturers and marketers
Thereafter, offer the product both directly through the distribution

channel and also to the manufacturers depending on their order of
preference
STRATEGIC OPTIONS
PROJECTED MARKET SHARES
PROJECTED MARKET SHARE IN ICE CREAM SEGMENT
0.23%
PROJECTED MARKET SHARE IN YOGURT SEGMENT
0.15%
PROJ. MKT SHR IN FLAVORED MILK SEGMENT
0.17%
PROJ MKT SHR OF LUCUMA IN SWEET SPREAD SGMT
0.15%
PROJ. MARKET SHARE IN CONFECTIONARY SEGMENGT
0.20%
PROJ. MKT SHR IN BAKERY SEGMENT
0.23%
PROJ. MKT SHARE IN CEREALS SEGMENT
0.29%
STRATEGIC OPTIONS ASSUMPTIONS RELATING

TO LUCUMA CONTENT SHARE FOR EACH SEGMENT
PERCENTAGE OF LUCUMA PULP IN ICE CREAM
17.50%
PERCENTAGE OF LUCUMA PULP IN YOGURT
12.50%
PERCENTAGE OF LUCUMA IN FLOVORED MILK
10.00%
% OF SWEETENED LUCUMA IN SWEET SPREAD INDUSTRY
22.50%
% - SWEETENED LUCKUMA IN CONFECTIONARY
15.00%
% OF ASEPTIC LUCUMA IN BAKERY PRODUCTS
11.00%
% OF FREEZE-DRIED LUCUMA IN BREAKFAST CEREALS
9.00%
STRATEGIC OPTIONS ADDITIONAL MODEL DATA
No of Years to Achieve Market Share
Cost of Goods Sold (COGS) per Kgm -
Ratio of Selling Price to COGS
3 Years
$1.70
68.0%
STRATEGIC OPTIONS PROJECTED REVENUE

STREAMS FROM DIFFERENT SEGMENTS
CALENDAR YEAR
2007
2008
2009
2010
2011
2015
PROJ. INCRMNTL REVENUE

FROM ICE CREAM SGMT - M $
1,123
2,270
3,442
3,479
3,517
3,672
PROJ. INCR REVENUE FROM

YOGURT SGMT - M$
213
456
731
780
834
1,086
PROJ. INCRMNTL REVENUE

FROM FLV'D MILK SGMT - M $
307
631
974
1,003
1,032
1,156
PROJ. LUCUMA SALES IN

SWEET SPREAD SGMT - M $
208
421
638
645
652
681
58
116
177
179
181
190

BAKERY SGMT - MM$
695
1,420
2,178
2,225
2,274
2,481

CEREALS SGMT - MM$
869
1,770
2,703
2,752
2,803
3,014
3,473
7,085
10,842
11,064
11,293
12,280
PROJ. INCRMTL REVENUE

FROM CONFECTIONARY
SGMT - M$
PROJ. TOTAL EXPORTS

REVENUE OF ALL SGMTS - M$
STRATEGIC OPTIONS PROJECTED REVENUE STREAMS,

COGS, OPERATING COSTS, CONTRIBUTION MARGIN &
EARNING STREAMS BEFORE TAX
CALENDAR YEAR
2007
2008
2009
2010
2011
2015
PROJ. TOTAL EXPORTS

REVENUE OF ALL SGMTS - M$
3,473
7,085
10,842
11,064
11,293
12,280
PROJ COST OF GOODS SOLD

FOR ALL SGMTS - M$
2,361
4,818
7,373
7,524
7,679
8,351
CONTRIBUTION MARGIN FROM

ALL SGMTS - M$
1,111
2,267
3,470
3,541
3,614
3,930
69
72
75
TOTAL COSTS OF LABOR
521
1,063
1,626
1,660
1,694
1,842
PROMOTIONAL ONE TIME

COSTS - M$
350
NUMBER OF INCREMENTAL
JOBS CREATED EACH YEAR
PROMOTIONAL COSTS - FOR

THE FIRST FEW YEARS - M$
PROMOTIONAL RECURRING
COSTS - M$
TOTAL OPERATING COSTS FOR
LUCUMA INDUSTRY-M$
NET OPERATING INCOME
BEFORE TAX & DEPRECIATION M$
65
65
65
65
65
690
690
690
690
690
218
1,626
1,818
2,381
2,415
2,449
2,060
449
1,088
1,126
1,165
1,869
(515)
STRATEGIC OPTIONS PROJECTED EXPORTS OF LUCUMA IN

TONS, CAPITAL INVESTMENT STREAMS & WORKING CAPITAL
CALENDAR YEAR
2007
2008
2009
2010
2011
2015
TOTAL LUCUMA TONS

EXPORTED
1,389
2,834
4,337
4,426
4,517
4,912
INCREMENTAL CAPITAL
INVESTMENT NEEDED M$
1,465
CUMULATIVE CAPITAL
INVESTMENT - M$
1,465
1,465
1,465
1,465
1,465
183
183
183
183
183
WORKING CAPITAL
NEEDED - M$
1,347
2,748
4,206
4,292
4,381
4,764
INCREMENTAL WORKING
CAPITAL - M$
1,347
1,401
1,458
86
89
100
121
247
379
386
394
429
DEPRECIATION OF
CAPITAL INVESTMENT M$
WORKING CAPITAL
INTEREST COSTS - M$
1,465
STRATEGIC OPTIONS PROJECTED CASH FLOWS
CALENDAR YEAR
2007
AFTER TAX
CASHFLOW FOR
INDUSTRY NOMINAL - M$
(2,304)
CUMU. AFT TAX

CASH FLOW NOMINAL - M$
(2,304)
AFT TAX CASH

FLOW FOR THE
INDUSTRY - REAL
- M$
(2,237)
CUMU. AFTER TAX

CASH FLOW REAL - M$
(2,237)
2008
196
(2,108)
185
(2,052)
2009
536
(1,572)
490
(1,562)
2010
556
(1,016)
494
(1,068)
2011
577
(439)
497
(570)
2015
2021
965
1,243
3,102
9,947
740
798
2,260
6,981
STRATEGIC OPTIONS PROJECTED RESULTS &

ECONOMIC INDICATORS
TOTAL EXPORTS OF LUCUMA PRODUCTS - M$
TOTAL FREE CASH FLOW LUCUMA PROJECT - M$
NO OF NEW JOBS CREATED - LUCUMA PROJECT
NET PRESENT VALUE FOR THE INDUSTRY - M$
170,970
9,947
280
2,340
INTGERNAL RATE OF RETURN - NOMINAL
26%
INTERNAL RATE OF RETURN - REAL
22%
SIMPLE PAYBACK PERIOD - NOMINAL - YEARS
5.58
SIMPLE PAYBACK PERIOD - REAL - YEARS
5.90
PRESENT WORTH PAYBACK PERIOD (PWP) - YEARS
7.17
PRESENT WORTH INDEX - (PWP)
2.14
Strategic Graphs
The following grapghs show the results of the Tiara Modeling
The grapghs show results with and without the suggested 2% annual
price increase as market penetration, demand and channel efficiency
increase
The 2% Price Increase converts the DRA (Decision and Risk Analysis) for
Peru Lucuma S.A. (the entire industry as if it were a firm) from an
approcimately 32% risk (considering 2187 iterations of the 7 key variables)
to an approximately 8.5% risk (using the same 2817 iterations)
Tornado: Lucuma Variables

No Annual Price Increase
Tornado: Lucuma Top 7 Variables

S-Curve: Lucuma Decision & Risk Analysis

Strategic Graphs
The following Tornado Diagram and S-Curve
(Decision and Risk Analysis)
show the effect of a 2% annual price increase
Tornado: Lucuma Variables

With 2% Annual Price Increase
Tornado: Lucuma Top 7 Variables

2% Annual Price Increase
S-Curve: Lucuma Decision & Risk Analysis

With Annual Price Increase
Some Traditional
and Non-Traditional Lucuma Presentations
Conclusion: Key Findings

from Study and Collaborative Meetings
The Lucuma industry has niche opportunities in the USA, and can achieve
significant profitability at relatively or very low risk by reaching minute
market shares in key products such as Ice Cream, Flavored Milk and as a
Bakery Ingredient
A key variable in diminishing the risk profile is a 2% price increase annually.

Initially, larger food firms should not be targeted, direct contacts in the gourmet
sector are essential to introduce the product while strengthening the supply chain
Without standardization, of quality variables such as color, flavor, sugar

content (as well as dependable supply to the USA) Lucuma will remain a
marginal export product
PRO-LUCUMA, must be strengthened (or a new stronger entity created) so well

over 50% of acreage is represented.
This will allow increased marketing and political strength

This will allow much better data collection to ensure industry benchmarking and
profitability
This will allow communication of market demands, and allow growers to meet it with
appropriate quality and standardized offer.
A public Private partnership is essential to achieve quality, supply and promotion

goals. Likely participants will include PROMPEX and the Private Sector (whether
under the aegis of the gremio PRO-LUCUMA, or large scale individual firms)
Next Steps
Despite the completion of the project, Tiara is willing to re-run the DRA based
on improved data which may come available based on tighter industry
coordination, and furthermore modify any strategic conclusions and
recommendations
Furthermore, Tiara is willing to re-present this presentation, with any

modifications described above, in January 2007 at no additional cost.
PROMPEX and PROLUCUMA, and key industry players must convene and decide
what political and financial resources are available for solidifying the industry,
and what strategy recommendations they wish to adopt.
Upon this decision, further study should be undertaken based on the new realities
concluded by the relevant parties
Now that the ideal plan has been developed, Tiara International Consulting is
willing, as an additional study, to adopt a plan based on decisions taken by the
relevant participants.
The Land-Trust concept mentioned earlier should be considered. If accepted it must
be developed with sound economic study and marketing plan (based on the acreage
of willing participants)
If within a reasonable time (e.g. 1 quarter) inertia or other factors delay the
adoption of a holistic plan, individual firms can and should seek opportunities in
the meantime to tap the markets and contacts identified. This is a sub-optimal
solution.
Gracias por su atencin...
TIC LLC
Tiara International Consulting LLC
www.ticllcglobal.com
This document is an exclusive joint property of TIC LLC

and ACM Per SAC. Neither the whole document, nor
any of its written parts, charts or photos can be used for
any purpose, different from the one defined by both
companies, or by previous notice and written
authorization by them.

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LUCUMA EXPORT MARKET - USA

PHASES I, II & III REPORT

ANLISIS DE LOS CULTIVOS DE LCUMA

1.2 Evaluar la produccin de Lcuma en trminos de rendimiento por hectrea.

ANLISIS DE LOS CULTIVOS DE LCUMA

La produccin total por hectrea (el rendimiento/ha) se va a incrementar en el Per

1.5 Estimar el costo de produccin de Lcuma.

El riego tecnificado es recomendable en algunas reas de la costa y es el costo ms

ANLISIS DE LOS CULTIVOS DE LCUMA

Este punto no se consider aplicable. En todo caso, de manera popular se conoce

1.7 Estimar el crecimiento del rea de cultivo contra el incremento de

La data es insuficiente para poder determinar este punto.

VENTAJAS Y DESVENTAJAS DE LA LCUMA

VENTAJAS Y DESVENTAJAS DE LA LCUMA (CONT.)

Productividad de la Lcuma en Condiciones ptimas

LA LCUMA Y SUS DERIVADOS

Harina: Conversion de fruta fresca a harina es 5 a 1. Contiene humedad de 10%

LA LCUMA Y SUS DERIVADOS (CONT.)

2.5 Valor agregado en cada derivado.

2.6 Equipamiento e infraestructura necesarios para la produccion de los distintos derivados .

LA LCUMA Y SUS DERIVADOS (CONT.)

LISTADO DE DERIVADOS DE LCUMA

IDENTIFICACIN Y ANLISIS DE MERCADOS

3.2 Se har un anlisis de la informacin, documentacin y bibliografa

3.2.1 Las formas y presentaciones ms convenientes para la exportacin de

Pulpa de Lcuma Congelada

IDENTIFICACIN Y ANLISIS DE MERCADOS

EXPORTACIONES DE DERIVADOS DE LCUMA 2001

EXPORTACIONES DE DERIVADOS DE LCUMA 2005

EXPORTACIONES DE LCUMA A VARIOS PASES

NDICE DE CRECIMIENTO DE LAS EXPORTACIONES

Tasa de Crecimiento Compuesto Anual

TCCA de Ingresos por Exportaciones

PRECIOS PROMEDIO DE EXPORTACION

REVISIN DEL MERCADO ACTUAL Y PROYECTADO

EXPORTACIONES PERUANAS DE JUGOS / CONCENTRADOS (Tm)

EXPORTACIONES PERUANAS DE JUGOS / CONCENTRADOS (En

PRODUCCIN ESTIMADA DE PULPA DE LUCUMA (TM)

PARTICIPACIN ESTIMADA DE PROLUCUMA EN LAS EXPORTACIONES

*El porcentaje de participacin de Prolucuma en las exportaciones de jugos/

IDENTIFICACIN Y ANLISIS DE MERCADOS

El principal destino es EEUU; sin embargo han habido unas exportaciones a

3.4 Se realizar una presentacin y se elaborarn documentos informativos sobre

PROGRAMA DEL TALLER I

ANLISIS DE LOS CULTIVOS DE LCUMA EXISTENTES Y SU PRODUCCIN:

III.- Coffee Break: 11:15 am

SELECCIN DE UN MERCADO OBJETIVO

ASISTENTES A LOS TALLERES I Y II

SELECCIN DE UN MERCADO OBJETIVO (CONT.)

PROGRAMA DEL TALLER II

Desarrollo de una matriz con un sistema de puntaje que tome en

Opinin y percepcin del cliente sobre el producto.

Segmentacin del mercado basado en:

Actual demanda del mercado para los derivados de lcuma o

Sistema existente para la tasacin de productos similares a la lcuma.

Elasticidad de la demanda para lcuma, sus derivados y productos

Definicin de la distinta ponderacin de cada una de las variables/factores

CRITERIOS PARA LA SELECCIN DEL MERCADO - LCUMA

POBLACIN (MILLONES DE HABITANTES)

TAMAO DE LA ECONOMA - PBI (US$ BILLONES)

PBI PER CAPITA (US$)

SEGMENTACIN DEL NIVEL DE INGRESOS

POBLACIN CON INGRESOS ENTRE US$ 150k & US$ 200K

POBLACIN CON INGRESOS ENTRE US$ 100K & US$ 150K