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Abstract: This report was created for strategic planners, international executives and import/export managers who are concerned with the market for dried, dehydrated and, evaporated vegetables. With the globalization of this market, managers can no longer be contented with a local view. Nor can managers be contented with out-of-date statistics that appear several years after the fact. I have developed a methodology, based on macroeconomic and trade models, to estimate the market for dried, dehydrated and, evaporated vegetables for those countries serving the world market via exports or supplying from various countries via imports. I do so for the current year based on a variety of key historical indicators and econometric models. On the demand side, exporters and strategic planners approaching the world market face a number of questions. Which countries are supplying dried, dehydrated and, evaporated vegetables? What is the dollar value of these imports? How much do the imports of dried, dehydrated and, evaporated vegetables vary from one country to another? Do exporters serving the world market have similar market shares across the importing countries? Which countries supply the most exports of dried, dehydrated and, evaporated vegetables? Which countries are buying their exports? What is the value of these exports and which countries are the largest

Selective product development and market opportunities for dried vegetables


The market for dried vegetables is not widespread. Most of the dried vegetables are currently used as ingredients in other food products including soups, side dishes, snacks, sauces and seasonings, and baked items. Dried vegetables, in general, fit the healthy food qualities that are in growing demand. But, due to a high competition from other products that are fresh and come with better flavor, the category will not open broad sales opportunities for manufacturers. They are, in fact, convenient products in terms of packaging, transportation and shelf life. These products, however, are not widely used by different ethnic and demographic groups. Supermarkets would provide broad market opportunities for these products. In the future, the food service outlet can also play an important role, if product innovations continue to raise the use of dried vegetables as important components in restaurant food preparations or as toppings and dessert ingredients.

Getachew Abate and H. Christopher Peterson March 2005

4 IMPORTS 4.1 Africa: Dried, Dehydrated and, Evaporated Vegetables Imports in 2009 4.2 Asia: Dried, Dehydrated and, Evaporated Vegetables Imports in 2009 4.3 Europe: Dried, Dehydrated and, Evaporated Vegetables Imports in 2009 4.4 Latin America: Dried, Dehydrated and, Evaporated Vegetables Imports in 2009 4.5 North America & the Caribbean: Dried, Dehydrated and, Evaporated Vegetables Imports in 2009 4.6 Oceana: Dried, Dehydrated and, Evaporated Vegetables Imports in 2009 4.7 the Middle East: Dried, Dehydrated and, Evaporated Vegetables Imports in 2009

Background and Issues North Dakota farmers are confronted with steadily narrowing margins on the regions major cash crops. Agricultural diversification into vegetable crops may represent a means of increasing net farm incomes, sustaining both small farms and rural communities. A surprisingly wide array of vegetables of excellent quality and outstanding flavor can be produced in the climate and soils of North Dakotas Red River Valley. Locally grown vegetables, when in season, are widely consumed and highly appreciated. Unfortunately, the market window for northern-grown fresh vegetables is very limited due to product perishability and a short frost-free growing season. The limited market window for perishable fresh vegetables has discouraged large-scale production in North Dakota. The absence of a large urban center, combined with weather constraints, has discouraged the development of farmers markets and other outlets for fresh produce. Vegetable production has become an important part of the agricultural economy in other northern states. For example, vegetable canning and freezing plants have long been established in southern Minnesota and Wisconsin. In contrast, there few processing plants in North Dakota and these are dedicated to processing less perishable items such as potatoes. Relatively small acreages of carrots and onions are currently grown commercially in the state. These are stored for later consumption and processing out of state. Despite the climatic limitations and the absence of established markets, North Dakota appears to have several assets which could contribute to the development of a vegetable industry. First, an edible bean dehydration facility has been constructed Portland, ND. Heart of the Valley Cooperative, a group representing more than 400 area farmers, is the majority owner of the new plant. This plant could utilize part of its capacity to the

manufacture of vegetable powders from northern-grown vegetables. If sufficient quantities of vegetables can be obtained at a competitive price, and if the plant can process these vegetables in a cost effective manner, the plant could provide a new market for locally grown vegetables. Production of dehydrated vegetable powders could permit expanded production of vegetables by providing additional market opportunities for farmers. The more perishable products would be sold immediately to the fresh produce market or partially processed into a storable puree; the less perishable products would be temporarily stored and then dehydrated into shelf-stable vegetable powders, which could be marketed over an extended period of time. Vegetable powders are used in the manufacture of a variety of prepared food products. For example, dehydrated sweet potato and pumpkin powder are used in bakery mixes, adding color, flavor and moistness to mixes. These products find their way to the consumer through commercial bakeries, institutional feeders and at retail through a variety of dry-mix products. Several food processing companies in North Dakota could represent potential markets for vegetable powders. The North Dakota State Mill, located in Grand Forks, produces spring wheat flour and packages a line of retail bread machine mixes. Roman Meal Milling Company of Fargo, ND, produces over 100 different multi-grain bases for the bakery industry. Top Taste, Inc., of Finley, ND is a national manufacturer of over 400 products. Top Taste, Inc. produces under its own brands and several co-packing arrangements. An even larger regional potential market for vegetable powders exists about 250 miles to the southeast in the Minneapolis-St. Paul metropolitan area. The Twin Cities are home to some of the nations largest food processing companies.

Eastern North Dakota has a surplus of temperature-controlled storage facilities due to the movement of potato production toward irrigated areas of central North Dakota and central Minnesota. Vacant potato warehouses can be rented or purchased at bargain prices, and can easily be adapted to store other lesser perishable vegetable crops. In summary, North Dakota has the agronomic potential to produce high quality vegetable crops, but the short growing season, distance from urban markets and lack of vegetable processing facilities have discouraged the development of a commercial vegetable industry in the state. The North Dakota Department of Agriculture, working in cooperation with Mid-America Consultants International (MACI) and Heart of the Valley (HOV) Cooperative evaluated the economic feasibility of producing several vegetable crops for processing in the Cooperatives edible bean dehydration facility in located in Portland, North Dakota. A successful project will result in the creation of new crop alternatives for the 400 members of the Cooperative and will create new employment opportunities in Portland, ND, a rural community of 600.

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