Exporting roots and tubers to Europe

The European market for exotic roots and tubers is small but gradually growing. Yams and cassava are the biggest sellers. The demand for these products started out in ethnic shops and restaurants, but they are gradually becoming more widely available. Increasing interest in exotic vegetables and consumer awareness of the culinary possibilities help develop the market channels for exotic roots and tubers. Your best option for entering the market is to rely on specialised importers that trade exotic vegetables.

1. Product description

This factsheet covers a number of roots and tubers that are exotic to the European market:

• Yam
• Cassava (Manioc)
• Taro
• Yautia

Sweet potato is not included in this factsheet. You can find more information about exporting sweet potatoes to Europe on the CBI website.

Yams consist of about 600 species, which can differ in size and appearance. Size can vary from 500gr to 5kg. Some examples of commercial varieties are white yam, brown yam, yellow yam, purple yam, Chinese yam and elephant foot yam. Name is similar to yam and is also known as nyami, yampi, tropical yam, true yam, greater yam, cush-cush or mapuey. Yams are grown in all tropical regions. The main producing countries of yams are Nigeria, Ghana and Ivory Coast.

Cassava is a root crop, also known as (or similar to) manioc, yuca, balinghoy or kamoteng kahoy (in the Philippines), mogo in Africa, mandioca, tapioca-root (predominantly in India), aypu, and boniato. Cassava varieties can be sweet and bitter and grows in tropical regions. The main producing countries of cassava are Nigeria, Brazil, Thailand, Indonesia, Democratic Republic of the Congo, Ghana and Angola.

Taro has over 1000 known varieties. Other names for taro or closely related species are dasheen, eddoe or eddo, Chinese tayer, (old) cocoyam, kalo, keladi or kulkas. In Suriname, taro is known as aroei by the native Indians, or commonly as Chinese tayer. The variety eddoe is also called Chinese tayer.

Yautia is closely related to taro, also known as taro tannia, malanga, chou caraïbe, macabo or new cocoyam. The genus contains about 50 species, mainly grown in tropical America. Nowadays it is also grown in West Africa as a replacement for yams, and in the Philippines.

Table 1: Combined Nomenclature (CN) commodity code for Roots and tubers

Source: Eurostat Comext
 

2. Which European markets offer opportunities for exporters of yams and other exotic roots and tubers?

Roots and tubers are generally imported from developing countries

Exotic roots and tubers are generally grown and exported by tropical regions, almost exclusively in developing countries. European consumers are not very familiar yet with cassava, yams and similar roots and tubers. But the import is slowly increasing together with a growing demand of new exotic vegetables. In the case of yams, imports slightly increased to 24 thousand tonnes. This offers opportunities for professional and up-to-standards exporters from developing countries.

Countries with ethnic populations offer the best opportunities

Yams and other exotic roots and tubers are often considered ethnic foods. European countries with historical ties to (sub)tropical countries are naturally main destinations due to their larger populations of ethnic African, South American or Asian people. Therefore the United Kingdom and France are naturally main destinations for exotic roots such as yams due to their larger ethnic populations. Spain is mostly strong in cassava imports. The Netherlands and Belgium also import a significant volume for further distribution in Europe.

The import of exotic roots and tubers is expected to continue to grow, because other types of consumers become more familiar with ethnic food as well. However, it remains a specialty product.

The Netherlands and Belgium and trade hubs for exotic roots and tubers

A major part of exotic roots and tubers are re-exported by the Netherlands and Belgium. Belgium is becoming an increasingly important trade hub, especially for yams. Being a trusted supplier to one of the specialised European importers in the Netherlands or Belgium may be an opportunity for growth.

Yams and cassava are the most popular roots and tubers

Within the exotic roots and tubers, cassava and yams are the principle varieties that are traded.

The United Kingdom is the most significant importer of yams in Europe. These yams are almost exclusively imported from Ghana and destined for the internal British market. Other countries that import significant quantities of yams are France, Belgium and the Netherlands. Especially Belgium has shown a fast import growth over the past 3 years. Yams are gaining in popularity in Belgium, but just as in the Netherlands, Belgian importers also play an important role in the distribution of yams.

Spain is the leading market for cassava. The Netherlands imports a similar volume, but from there most is being distributed throughout Europe. Cassava is also sold a larger quantities in France and the United Kingdom. Over 80% of the cassava imported in Europe is supplied by Costa Rica.

More exotic roots and tubers such as Taro and Yautia find their way into Europe through the Netherlands, which has a tradition in trading exotic products, or directly to destinations in France and the United Kingdom. Costa Rica is the leading supplier for these small exotics.

3. Which trends offer opportunities on the European market for exotic roots and tubers?

Interest in ethnic food is on the rise

Yams, cassava and other exotic roots and tubers are commonly used in Europe by people with different backgrounds from Africa, South America and Asia. They are familiar with these products and their preparation. The ethnic population in Europe is growing, which means your market for these exotic roots and tubers is expanding.

When exotic vegetables are introduced on the European market, it also reaches consumers that are interested in trying new products. These consumers do not eat exotic roots and tubers out of tradition, so they require more informative marketing. As an exporter you can reach these markets through specialised buyers that are familiar with the marketing of exotic vegetables.

For yams trading companies are experimenting with different small-sized varieties. Smaller varieties fit better the consumption habits of European consumers and smaller households.

The role of roots and tubers as healthy ingredients

People in Europe are becoming more conscious about healthy diets. They are looking for healthier alternatives for common ingredients or products. For example, many of the exotic roots and tubers are suitable for consumers that follow a paleo or gluten-free diet. It can be a welcome addition in hot meals or as an ingredient in porridge and bread. As a result you can find opportunities for fresh exotic roots and tubers as well as in the diversification through processing of your product.

Growing interest in sustainable vegetables

Increasing attention for social responsibility and natural production methods are key trends in the European market for fresh fruit and vegetables. Cassava, yam, taro and similar crops are produced mainly in lower and middle income countries. Therefore labour conditions and local impact of exports can be a major point of attention for your buyer. Maintaining good social and agricultural practices will help you stand out as a supplier and increase your chances with European buyers.

4. Which requirements should fresh exotic roots and tubers comply with to be allowed on the European market?

What legal and non-legal requirements must your product comply with?

Minimalise pesticide residues

Pesticide residues are one of the crucial issues for buyers of fruit and vegetables.

With the aim of avoiding health and environmental damage, the European Union has set maximum residue levels (MRLs) for pesticides in and on food products. Products containing more pesticides than allowed will be withdrawn from the European market.

Note that buyers in several countries such as the United Kingdom, Germany, the Netherlands and Austria are often more strict than the MRLs laid down in European legislation. Even though pesticides may seem an attractive solution to improve productivity, your buyer will reject your product if it does not comply with their standards.

Comply with phytosanitary requirements

Fruit and vegetables exported to the European Union must comply with the European legislation on plant health. The European Commission has laid down phytosanitary requirements to prevent introduction and spread of organisms harmful to plants and plant products in Europe. These requirements are managed by the competent food safety authorities in the importing and exporting countries.

Avoid contaminants

Contaminants are substances that have not been intentionally added to food, but which may be present as a result of the various stages of its production, packaging, transport or warehousing. To avoid negative impact on the quality of food and risks to human health, the European Union has set limits for several contaminants. You can find the maximum levels in the annex of Regulation (EC) 1881/2006.

Quality

Exotic roots and tubers are not included in any of the European marketing standards.

The Codex Alimentarius (‘Food code’ of the Food and Agriculture Organisation) contains marketing standards for Sweet Cassava and Bitter Cassava.

For yams and other roots and tubers, you can best follow the general marketing standards, found in the annex I of the European regulation No 543/2011:

Minimum quality requirements imply that the product must be:

• Intact;
• Sound; products affected by rotting or deterioration such as to make them unfit for consumption are excluded;
• Clean, practically free of any visible foreign matter;
• Practically free from pests;
• Practically free from damage caused by pests affecting the flesh;
• Free of abnormal external moisture;
• Free of any foreign smell and/or taste.

The condition of the product must be such as to enable them:

• To withstand transport and handling;
• To arrive in satisfactory condition at the place of destination.

As cassava and yams may deteriorate fast after harvesting when kept in a too warm environment, providing cooled storage, proper packaging and cooled transportation are very important.

Size

For yam, taro and other similar roots (with the exception of cassava), no size classes are defined. Usually, their average length and/or diameter, and average weight is listed in the specifications. The size requirement of your product may vary depending on your buyer.

Sweet cassava should not be less than 300 grams and not less than 20 cm in length. For Sweet Cassava there are 3 size classes defined:

• Class A: 3.5 – 6.0 cm in diameter;
• Class B: 6.1 – 8.0 cm in diameter;
• Class C: > 8 cm in diameter.

See the Codex standard on:

• Sweet Cassava
• Bitter Cassava

Packaging

Wholesale packaging are often cardboard boxes of between 4 and 20kg, depending on the product. For more niche varieties, buyers prefer smaller packaging. Packaging requirements differ between customers. In retail outlets fresh exotic roots and tubers are usually sold right out of the wholesale box or in plastic crates.

Labelling

Food placed on the European market must meet the legislation on food labelling. On the label or marking of each box should at least be the following information:

• Name and physical address of the packer and/or dispatcher;
• Product name;
• Country of origin;
• Commercial specifications: Class, size and weight;
• Traceability code (for example Global Location Number);
• Officially recognised code mark such as a GlobalGap Number (GGN) (recommendable);

The name and address of the packer or dispatcher can be replaced by an official control mark. For pre-packages you must also include the name and the address of a seller established within the European Union with the mention ‘Packed for:’ or an equivalent mention.

For cassava you must include preparation instructions:

• Cassava must not be eaten raw (bitter cassava);
• Cassava shall be peeled, de-pithed, cut into pieces, rinsed and fully cooked before consumption (bitter/sweet cassava);
• Cooking or rinsing water must not be consumed or used for other food preparation purposes (bitter cassava).

For organic produce you must include the European organic logo and the code number of the control authorities.

5. What additional requirements do buyers often have?

GlobalG.A.P. and other certification as guarantee

Since food safety is a top priority in all European food sectors, you can expect most buyers to request extra guarantees from you in the shape of certification.

The most commonly requested certification is GLOBALG.A.P., a pre-farm-gate standard that covers the whole agricultural production process, from before the plant is in the ground to the non-processed product (processing is not covered).

Whether GLOBALG.A.P. is strictly required depends on the destination country, market conditions and market channel. For yams it has become more or less a standard requirement, especially in Northern Europe, where it is a standard requirement for practically all supermarkets.

Examples of other food safety management systems that can be required are:

• BRC (British Retail Consortium)
• IFS (International Food Standard)
• FSSC22000 (Food Safety System Certification)
• SQF (Safe Quality Food Programme)

These management systems are supplemental to GLOBALG.A.P. and are recognised by the Global Food Safety Initiative (GFSI).

Social and environmental compliance

There is growing attention in Europe for the social and environmental conditions in producing areas. Most European buyers have a social code of conduct which they expect suppliers to adhere to. Social compliance is important, but product quality has top priority.

It can be a plus to be GRASP certified. GRASP is part of GLOBALG.A.P. It is one of the most accessible schemes in terms of social certification and it is gaining importance in Europe.

Another good option is implementing standards recognised by the Sustainability Initiative Fruit and Vegetables (SIFAV), which consists of an initiative from traders and retailers to become 100% sustainable in sourcing from Latin America, Africa and Asia by 2020.

6. What do niche markets require?

Growing demand for organic

An increasing number of European consumers prefer food products that are produced and processed using natural methods. The market for organic yams and other exotic roots and tubers is relatively small, but demand is growing and there is a limited supply.

In order to market organic products in the European Union (EU), you must use organic production methods according to European legislation. Furthermore, you have to use these production methods for at least two years before you can market your product as organic.

In addition, you (or your importer) must apply for an import authorisation from organic control bodies. After being audited by an accredited certifier, you may put the EU organic logo on your products, as well as the logo of the standard holder, such as the Soil Association (especially relevant in the United Kingdom), Naturland (Germany) or BioSuisse (Switzerland). Some of these standards differ slightly, but they all comply with the European legislation on organic production and labelling.

Using fair trade to differentiate your product

The production of yams and other exotic roots and tubers are often produced by smallholders. With the increased attention for social compliance, there is also a niche market for fair-trade certified products. However, before getting into fair certification schemes, it is important to have a potential buyer and you must make sure your pricing is still acceptable.

Examples of social or sustainable labels for fresh fruit and vegetables are:

• Fair for Life
• Fairtrade
• Rainforest Alliance Certification Scheme

7. What competition do I face on the European market for exotic roots and tubers?

Export competition is a fraction of the global production

Most of the worldwide production of yams (66 million tonnes) and cassava (277 million tonnes) in 2017, was destined to local markets. The large productions of cassava and yam mainly reflect the importance of these products as traditional staple crops. Only a fraction is exported to Europe as fresh products. Your potential competition in export is large, but in reality only few suppliers have successfully organised their supply to Europe.

Yams are produced principally in Nigeria, Ghana and Ivory Coast, of which Ghana is most successful in the supply to Europe.

The production of cassava is spread out over tropical regions in Africa, Southeast Asia and Latin America. For export to Europe you can expect most competition from Costa Rica.

For cassava, yam and similar exotic roots and tubers there is no European production, which enables suppliers from developing countries to supply year round at reasonable prices.

High threshold to enter a niche market

For cassava, yam and similar roots and tubers, the quantities sold per store are usually small. Nevertheless, entering the European market can be a big hurdle for many companies because of certification and meeting both legal and non-legal requirements.

When supplying indirectly a larger retail organization, your importer will require a significant volume of uniform quality and on a tight schedule. You are not in a position to argue about the rules of the game.

A specialised (ethnic or exotic food) importer may buy smaller quantities or lesser-known varieties.

Exotic roots and tubers as an alternative to traditional foods

European diets and meals are often based on (white) potatoes, rice and wheat (bread, pasta). Sweet potatoes are becoming increasingly popular as an alternative for these starchy products. Although fresh cassava, yam and similar exotic roots and tubers are not an everyday product for Europeans, they can be a welcome addition to regular products in the same way as sweet potatoes.

8. What do the trade channels and interesting market segments look like in Europe for fresh exotic roots and tubers?

Figure 6: Market channels for exotic roots and tubers in the European market

Specialised importers

In the European market, exotic roots and tubers are mainly imported by a relatively small number of specialised importers. Generally these importers trade in a broad assortment of exotic fruit and vegetables. Other less specialised importers may buy cassava and yam on demand or in small quantities to supplement their general assortment. The main importers are located in the UK, the Netherlands and France.

Processing industry

Products such as yam and cassava are more and more used in the industry, for example for the making of chips. Processing companies in Europe need a reliable supply of cassava and usually require a logistical or importing partner to purchase more exotic roots and tubers.

According to the European Snacks Association the consumption per capita of savoury snacks and chips is highest in the Netherlands, Norway and Spain. The United Kingdom offers the largest overall market in savoury snacks.

Ethnic stores offer a steady supply

Grocery stores with ethnic products and street markets offer the steadiest supply of roots and tubers. The main cassava and yam varieties can often be found in the mainstream retail. You can expect to see these products more and more in regular supermarket as people become more familiar with them. However, these supermarkets will demand stricter requirements and purchasing conditions.

Regional differences

In Europe there are regional differences in the composition of market channels. Northern countries like Germany, the UK, the Netherlands and Belgium have a very dominant large retail channel of supermarkets. France and Spain go beyond that with large hypermarkets, alongside smaller specialist shops. Countries in the Alpine region, such as Switzerland and Austria, are more favourably disposed towards small local shops.

9. What are the end market prices for fresh roots and tubers?

Figure 7: Price breakdown in the fresh fruits and vegetables supply chain

European retail prices for cassava are around 2 and 3 euros per kilo.

Yams are less common, which means you have to expect prices to fluctuate more.

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