Presentaci�n General para Captaci�n de Inversiones by 9O16ew7

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									         THE REGION OF MURCIA, SPAIN




   Cluster:Juices Procession Industry

Document: presentation of the main conclusions of
               the cluster survey




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REGION OF MURCIA




Region of Murcia




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                 High concentration of juice companies

                           The Juice Processing companies located in Murcia are the main
                                                Spanish Producers
                                     (Company / Percentage of national production)
                                                                                                        García Carrión
                                                                                                             22%
            Other(1)
              32%




                                                                                                                            Juver 17%
      La Verja 2%
          Rostoy2%
                 Hero 2%                                                                        Marín Montejano
                                               Antº Muñoz                   Cofrutos                  6%
                   Agrumexport
                                                   6%                         6%
                        5%

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(1) “Other” includes companies from other regions of Spain. Among them, the biggest companies are Granini (3.6%), Pepsico (3,4%), Pascual (3.1%),
Eurojuice (3.1%), Dream fruits (2.9%), Agrozumos (2.8) and López Moreno (2.1%).
                         Companies Interviewed

•   Main companies for the PSIP              •   Other companies (C) & institutions
    –     Agrumexport:      still pending!       (I) interviewed
    1.    Amgat Citrus Products                  12.   Agrupación de Conserveros (I)
    2.    Antonio Muñoz                          13.   Ailimpo (I)
    3.    Bradock Food Products                  14.   Cítricos de Murcia (C)
    –     Cofrutos:         still pending!       15.   Conservas de Murcia (C)
    4.    Conservas Mira                         16.   CTNC (I)
    5.    Halcon Foods                           17.   Derivados Citricos (C)
    6.    Hero                                   18.   FMC Europe
    7.    J. Garcia Carrion                      19.   University Miguel Hernandez –
    8.    Juver                                        Department of Food Technology (I)
    9.    La Verja
    10.   Marin Montejano
    11.   Rostoy



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           Other Companies which might be
                part of the juices PSIP


   Citromil                 Extraction of citrus
   Eurogranizados
   Herbspain                Extraction of citrus
   Hortimur
   Mensajero Alimentación   All kind of juices
   Miguel Parra e Hijos     Extraction of citrus
   Panarro Foods            Production of juices commercialised by Bradock
   Rivervend España         Citrus juices
   Tropicana – Al Valle     All kind of juices, a really innovative company
   Tana Citrus juices


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                   Company Information

•   Turnover                69.957.733,45
•   Employees               356,64
•   Year of creation        1.972

•   Typology of the
                            Employee, responsible of the quality or
    persons interviewed:         R&D department with high
                                 qualification
                            Two are part of a international group
•   Internationalization:        (Hero, Juver). But their R&D and
                                 product development is done locally
•   Products Portfolio:     Mainly juices (80%), but there are
                                 companies diversified to wine
                                 (Garcia Carrion, Rostoy) and other
•   Subcontracting               products (Hero)
                            Clients or providers                    6
                   Company Management

•   IPR                   Mainly trademarks, is not relevant on
                              patents or designs

•   Organisation
                          Marketing department, and of course
                              manufacturing department


•   Education             Many of them do not have relevant
                              education (manufacturing
                              employees). In the technical
                              department, the employees have a
                              university degree. Just in a few
                              cases PhD


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                  Company Strategy

•   Orientation     73,3% development of new products.
                    53% detection and conquest of new markets


                    Local competitors: Pascual (Zumosol), Granini,
•   Competitors         Alvalle (Tropicana)


•   Constraints     Concentration of the commercialisation chain
                    Providers organisation (agriculture
                         cooperatives)
                    Frauds on juices composition




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                   Information System

•   Electronic Networks   Good connections. But just two of them
                              have a permanent and structured
                              system for share information



                          There are many magazines received by all
•   Press subscriptions       of the companies. Providers of
                              machinery and other inputs also made
                              a permanent update of information to
                              these companies as potential
                              customers




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                   Innovation & Watch

•   Main sources         •   The Market
                         •   Providers


                         •   Products
•   Fields of Survey
                         •   Technologies
                         •   Market
                         •   Regulations


                         •   Fairs
•   Sources of
                         •   Internet
    information          •   Research Institutions and Professional
                             organisations

•   Practical of Watch   •   Formalised on customers, suppliers 10
                             and markets
                                             Networks

    •       Participation of the company and             •   Agrupación de Conserveros
            the management in organisations              •   CTNC
                                                         •   AILIMPO
                                                         •   Asozumos:
                                                         •   AIJN
                    Reason to participate in a cluster

         Outsourcing

          Information

        Benchmarking

Rationalize purchases

   Reputation of area

            Lobbying

 Share competences

    Get new markets

   Reduce R&D costs                                                                 11
                       Conclusions

•   The growth in companies come from product innovation
•   Information comes from different sources, but none of
    them satisfactory
•   They do not consider themselves as a cluster. However
    they express that their information needs are the same
    for all of them

•   Main expected difficulties
    –   Four industrial associations providing information
    –   There is not a common umbrella for all of them that would be
        able to be the basis for the setting-up a system with enough
        resources to update the information
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               THANK YOU FOR YOUR ATTENTION!

Contact details:   Esteban Pelayo / Juan A. Aroca

                    Murcia Regional Development Agency (INFO)
                               Innovation Department
                      Ave. de la Fama 3 - 30003 Murcia (Spain)
                     Tel: +34 968 366 849 Fax: +34 968 368 441
                              email: stratinc@info.carm.es




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