Digitalisation: how it can help improve branding and supply chain

The first panel of the Fresh Fruit Forum at Fruit Logistica Berlin was dedicated to digitalisation. Introduction speaker Patrick Kelly from the Produce Industry Network, a popular post-cast media in the US, gave a brief overview of the evolution of digitalisation over the past 20 years. He also shared a few digital take-aways for a better brand marketing and have a control of your message: use digital for precise audience segmentation, create a broader reach in your message, be flexible, demonstrate immersive engagement, and have a data-driven personalization, in order to have control of the message you want to reach.

UGBP: how it redefines the supply chain of fresh ginger

Speaker Frederico Tavares is the international sales manager of Crown Global Corporation, the US division of UGBP brasil. He started sharing the results of the global market research of fresh ginger he conducted during a MBA he conducted until 2021 at Sao Paolo University. He explained how the use digital tools of the Observatory of Economic complexity (OEC). He showed with graphs that Asia dominates the world production of fresh ginger with 78% of the volumes. Frederico explained what is the most challenging with ginger: lack of visibility of the origins, production forecasts and seasonally, above all the high price volatility. Demand prediction is also an issue: he gave example of the pandemia period when demand most then doubled (2020 and 2021), as shown on the Graph 1 of world ginger imports over 10 years. Other interesting analysis made possible by the digitalization of the supply chain (Graph2) of the distribution channels by country logistics. It helps to compare the share of maritime or airfreight by destination market.

A world market of US$ 1,39 billion in 2021

Total world output grew from about 2,5 million tons in 2012 to over 5 million tons today. China makes 57,8% of the world exports (US$ 1,39 billion), followed by India 9,4%, The Netherlands 9,1% (only by reexport), Nigeria 5,3%, Thailand 4,6%. Tue US is the world largest importer of fresh ginger making 11,5% of the global trade, followed by The Netherlands 11,2%, Japan 7,1%, Germany 6,5%, Pakistan 6% Bangladesh 4,7% and the UAE 4,1%.

Full digitalisation with papaya, main business of UGBP

Frederico also shared experience of digitalisation with the papaya “from farm-to-fork”, which is UGBP main export business. Technology is now used for inventory data registration, crop operations, crop packing and of course logistics. UGBP shipments to Europe and US provide customers with full traceability from farm and pack-house. The use of “Captain Peter” full tracing solution by Maersk provides a full monitoring during transportation. Real time video is provided from the cold stores used at the destination markets. Trackers are used with the delivery trucks to the customers, iTradeNetwork procurement solution is with the supermarket chains to monitor the supplies. For more information, please write here.