Market Penetration Strategy
What is the Supply Network Structure for Cucumbers in Mexico?
1. While there are major players, they do not dominate the market as they do in other markets. Since there needs to be investment going into purchasing the soil, plastic for growing, fertilizer, pesticides, and labor costs, it could be more advantageous for distributors who could invest.
2. Companies like Farmer Best, Agrico, and Tricar are the biggest actors in cucumber markets. These companies have their own US companies where to sell the product.
Production Supply Chain
How is the market value chain of cucumber in South Africa?
According to the Ministry of Agriculture, Forestry, & the Fisheries of South Africa, the cucumber value chain can be broken down into the following levels: the producer of cucumber (farmers), packhouse owner (who cleans, grades, and quality control); cold storage and transport facilities (store and transport cucumber on behalf of the farmers); traders in cucumber (market and sell cucumber); processors (add value to cucumber and process cucumber to other usable forms) and end-users (consumers).
Source:
A profile of the South African cucumber market value chain
How Is the Value Chain Formed in Spain?
Input Suppliers
As most cucumber producers are cultivating crops in the greenhouse, the input supplier for greenhouses plays a more significant role in the chain.
Apart from supplying the farms with bare farming essentials, this channel also includes research facilities, greenhouse technologies (ex: hydroponics), banks providing loans, and even greenhouse waste recycling (considering the amount of plastic waste used in the greenhouse).
Greenhouse Farms
Most farms are small-scale, and families run businesses less than 2 ha. Many farm owners operate and maintain their farms or employ cheap labor by hiring migrant workers.
Cooperatives
Cooperatives are formed by small-mid scale farms to effectively market their combined harvests and a better buyer leverage. They also carry out other critical exporting functions such as warehousing, processing, and marketing. They can be further classified into 1st tier and 2nd tier cooperatives. 1st tier cooperatives are formed by farmers themselves, while other cooperatives form 2nd tier cooperatives. 1st tier cooperatives are concentrated mainly on domestic and, to a lesser degree, export but limited to a few buyers, mostly retail program deals. 2nd tier cooperatives have a more comprehensive range of domestic and overseas buyers and networks.
Auctions
Auctions purchase goods from farms and sell them in a descending price auction where the sellers mark the starting and minimum prices.
Wholesalers/ Exporters
Functions are similar to any other wholesaler/exporter in any value chain where they sell the goods domestically or overseas. The sources of the goods are also diverse ranging from directly sourced from farmers purchased from auctions or even cooperatives.
What Is the Production Value Chain for Mexican Cucumber?
Producer 1 (Greenhouse (Nursery)) --- Producer 2 (Grow in the soil) --- (Domestic / US) Distributor/ Exporter --- End Buyer
Baby cucumbers grow in the nursery and are replanted and matured in soil, taking around 90 days from planting to harvest.
The Chronological process for Cucumber is the following;
1- Seeding process: Set the seed into the tray and wait 2-3 days to germinate.
2- When the Seed is germinated: Trays go into the nursery greenhouse and rest in beds. Plant spent 13-15 days approx, depending on weather conditions (Temperature and Relative humidity).
3- When the plant is physiologically ready (Strong root and two mature leaves) goes to be transplanted into the soil.
4- The time spent until transplant and the harvest will be 45-50 days depending on weather conditions (if the temperature is cold, the growth of the plant turns slow, and if it is hot, the plant grows will be fast).
Seasonality of Main Producing Regions
What are the grade classifications of cucumber?
According to the USDA, here are the grade classifications of cucumber:
Grade | Classification |
|---|---|
U.S. Fancy | Consists of cucumbers that are well-colored, well-formed, not overgrown, and which are fresh, firm, and free from decay, sunscald, and from injury caused by scars and from damage caused by yellowing, sunburn, dirt or other foreign material, freezing, mosaic or other disease, insects, cuts, bruises, mechanical or other means. The maximum diameter of each cucumber shall be not more than 2-3/8 inches, and the length of each cucumber shall be not less than 6 inches. |
U.S. Extra No. 1 | It consists of a combination of U.S. Fancy and U.S. No. 1 cucumber: Provided, that at least 50 percent of the cucumbers in the lot shall meet the requirements of the U.S. Fancy grade, and the remainder shall meet the requirements of the U.S. No. 1 grade. The maximum diameter of each cucumber shall be not more than 2-3/8 inches, and the length of each cucumber shall be not less than 6 inches. |
U.S. No. 1 | Consists of cucumbers which are reasonably well-colored, fairly well-formed, not overgrown, and which are fresh, firm, and free from decay, sunscald, and from damage caused by scars, yellowing, sunburn, dirt or other foreign materials, freezing, mosaic, or other disease, insects, cuts, bruises, mechanical or other means. Unless otherwise specified, each cucumber’s maximum diameter shall be not more than 2- 3/8 inches, and the length of each cucumber shall be not less than 6 inches. |
U.S. No. 1 Small | It consists of cucumbers that meet all requirements for the U.S. No. 1 grade except for size. The diameter of each cucumber shall be not less than 1-1/2 inches or more than 2 inches. There are no requirements for length. |
U.S. No. 1 Large | It consists of cucumbers that meet all requirements for the U.S. No. 1 grade except for size. The minimum diameter of each cucumber shall be not less than 2-1/4 inches and, unless otherwise specified, each cucumber’s length shall be not less than 6 inches. There are no maximum diameter and length requirements. |
U.S. No. 2 | Consists of cucumbers which are moderately colored, not badly deformed, not overgrown, and which are fresh, firm, free from decay, and free from damage caused by freezing, sunscald, cuts, and from serious damage caused by scars, yellowing, sunburn, dirt, or other foreign material, mosaic or other disease, insects, bruises, mechanical or other means. Unless otherwise specified, each cucumber’s maximum diameter shall be not more than 2-3/8 inches, and the length of each cucumber shall be not less than 5 inches. |
For detailed standards, please refer to this document
Which are the top producing countries of cucumber?
In 2019, China was the top cucumber producer, which held 86.1% of the global production share with 70.29M MT. This was followed by Turkey (2.3%) with 1.92M MT of production volume, and Russia (2%) with 1.63M MT.
What is the Mexican Cucumber Seasonality?
In Sinaloa, one of the main producing regions, the season runs from October to the end of May. Still, supply is available year-round as cucumbers are also available in regions such as the south from April to September. Generally, October - May is considered to be the high season, and June - November is the low season.
The high season is marked by the export peak season window, when most Mexican imports enter the US from November through May, when domestic production is not readily available in the US, with the exemption from Florida.
Trade Overview
Which countries are the top importers of cucumber?
In 2020, the United States was the top importer of cucumber, accounting for 33.2% of the worldwide import share with a value of USD 958,233K and quantity of 994,903. This was followed by Germany (24%) with a value of USD 693,988K, the United Kingdom (8%) with USD 232,326K, the Netherlands (4.1%) with USD 117,019K, and France (3%) with USD 117,019K.
Who Are the Main Importers of Mexican Cucumber?
Top Importers of Mexican Cucumber
1. The United States
USD 674.32 million (98.9%)
840 million MT (98.9%)
2. Canada
USD 46.06 million (1.1%)
485 thousand MT(1.1%)
Regulations in Exporting Country
What Is the Grading for Mexican Cucumbers to the US?
USDA Cucumbers Grades and Standards:
1. U.S. Fancy consists of cucumbers that are well colored, well-formed, not overgrown, and which are fresh, firm, and free from decay, sunscald, and injury caused by scars and damage caused by yellowing, sunburn, dirt, or other foreign material, freezing, mosaic or other disease, insects, cuts, bruises, mechanical or other means.
a. The maximum diameter of each cucumber shall be not more than 2-3/8 inches, and the length of each cucumber shall be not less than 6 inches.
2. U.S. Extra No. 1 consists of a combination of U.S. Fancy and U.S. No. 1 cucumbers: Provided, That at least 50 percent of the cucumbers in the lot shall meet the requirements of the U.S. Fancy grade and the remainder shall meet the requirements of the U.S. No. 1 grade.
a. The maximum diameter of each cucumber shall be not more than 2-3/8 inches, and the length of each cucumber shall be not less than 6 inches.
3. U.S. No. 1 consists of cucumbers that are fairly well colored, fairly well formed, not overgrown, and which are fresh, firm, and free from decay, sunscald, and damage caused by scars, yellowing, sunburn, dirt, or other foreign materials, freezing, mosaic or other disease, insects, cuts, bruises, mechanical or other means.
a. Unless otherwise specified, the maximum diameter of each cucumber shall be not more than 2- 3/8 inches, and the length of each cucumber shall be not less than 6 inches.
4. U.S. No. 1 Small consists of cucumbers that meet all requirements for the U.S. No. 1 grade except for size.
a. The diameter of each cucumber shall be not less than 1-1/2 inches or more than 2 inches. There are no requirements for length.
5. U.S. No. 1 Large consists of cucumbers that meet all requirements for the U.S. No. 1 grade except for size.
a. The minimum diameter of each cucumber shall be not less than 2-1/4 inches, and, unless otherwise specified, the length of each cucumber shall be not less than 6 inches. There are no maximum diameter and length requirements.
6. U.S. No. 2 consists of cucumbers that are moderately colored, not badly deformed, not overgrown, and which are fresh, firm, free from decay, and free from damage caused by freezing, sunscald cuts, and serious damage caused by scars, yellowing, sunburn, dirt, or other foreign material, mosaic or other disease, insects, bruises, mechanical or other means.
a. Unless otherwise specified, the maximum diameter of each cucumber shall be not more than 2-3/8 inches, and the length of each cucumber shall be not less than 5 inches.
Quality Control/Certification
What Are the Quality Requirements of Spanish Cucumbers?
Commercial classes
I and II.
Calibers
According to the provisions of the UNECE STANDARD FFV-15.
200 – 250g (16 pieces)
250 – 300g (14 pieces)
300 – 350g (12P)
350 – 400g (12M)
400 – 500g (12G)
500 – 600g (10 pieces)
In all categories, taking into account the special provisions provided for each class and the
allowed tolerances, cucumbers must be:
− Whole (intact).
− Healthy, excluding products that show rottenness or other alterations that make them
unfit for consumption.
− Clean, that is, practically free of visible foreign matter.
− Fresh in appearance and firm.
− Virtually free of pests.
− Free of damage caused by pests that affect the pulp.
− Exempt from an abnormal degree of external humidity.
− Free of bitter taste (subject to the special provisions for Class II in "Provisions relating to
tolerances").
All cucumbers shall be in a state and stage of development that allows them to:
− Be well preserved during transport and handling.
− Arrive in satisfactory conditions at your destination
General Product Introduction
How is the price of cucumber in the global market?
The figure below shows the evolution of cucumber prices (USD/KG) from September to December 2020 in South Africa, Mexico, the United States, and the Dominican Republic. The figure shows cucumber prices with origin from the Dominican Republic and destination to the US are higher than in other countries, and the price has been fluctuating. Meanwhile, the price with origin from Mexico to the US, origin from Mexico to Mexico, and destination to South Africa has been stable for three months (September to December 2020).
How is the supply and demand trends of cucumber?
Eastern Europe
In 2019, the East European cucumber and gherkin market increased by 9.1% to USD 4.5B, rising for the third consecutive year after four years of decline. The total consumption indicated notable growth from 2007 to 2019: its value increased at an average annual rate of 2.4% over the last twelve years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2019 figures, consumption increased by 26.9% against 2016 indices.
The countries with the highest volumes of cucumber and gherkin consumption in 2019 were Russia (1.8M tonnes), Ukraine (1M tonnes), and Poland (587K tonnes), with a combined 82% share of total consumption. Romania, Belarus, Bulgaria, and the Czech Republic, together comprising a further 14%.
Source:
Turkey
Annual cucumber production yield in Kahramanmaras, Turkey, in 2020 has reached 200K MT. The cucumber production area in the city is around 6,000 hectares, and 150K MT is sold at retail, whereas the remaining 50K MT is used in pickle production.
Persia
Persian cucumber has increased by 17% in 2020 compared to last year's production, thanks to the favorable climatic conditions and the high demand in the USA market, resulting in increased cultivation.
Malaysia
The demand for cucumber in Malaysian domestic has doubled since the MCO was imposed due to COVID 19. Though it has been revoked still Malaysian suppliers, prefer local produce only due to outbreaks of the pandemic. That new trend is going to persist now.