Lychee on the European markets.
With approximately 2.8 Mt of annual global production, lychee constitutes
a minor fruit in terms of production. The world production is mainly
located in the northern hemisphere (95%). However, most of the quantity
exported to the EU comes from the southern hemisphere. In this context,
with its 100,000 t of annual production, Madagascar is ranked fourth
in the producing world and first in the southern hemisphere producing
countries. This rank is due to the fact that supplies in the EU
are seasonal and mainly concentrated during the end of the year
holiday season. This market can only be supplied in quantity by
the Malagasy lychee because of its earlier date of harvest in the
Indian Ocean. The lychee industry in Madagascar. Lychee
cultivation in Madagascar dates from the early twentieth century.
It is primarily grown in wet tropical lowlands of the island with
some production in areas with a subtropical climate with dry and
cool winters. The stand is not structured into orchards. Therefore,
the volumes currently exported are based on a stand established
by a multitude of small producers. The characteristics of Malagasy
lychee export and the consequences of the production context on
export are analyzed. Changes in European legislation on lychee
importation. The regulatory changes since 1987 and the commercial developments
since 1994 are reviewed by analyzing the resulting effects on the
Malagasy lychee exports. Learning experience from fifteen
years of Malagasy lychee export campaigns. Data on Malagasy
lychee export campaigns from 1996 to 2012 and the history of the changes
in volumes exported allow a close analysis of the factors affecting
the Malagasy lychee industry. Success factors of the Malagasy
lychee exports. These factors are related to securing market
position and to the components of a marketing campaign (supply date
to the European market, exported volumes and competition from produce
from other countries). Conclusions. Lychees from Madagascar, although
marketed for a very brief period, currently occupy the first rank on
the European markets and have managed, through the development of transport
logistics using very large-capacity cargoes, to eliminate all competition.
However, this sector is mainly structured downstream and its production,
which comprises a network of 30,000 small producers, has been neglected.
This lack of intervention (boosting of production, improving crop management,
etc.) upstream of the chain does not support sustaining the industry
in the medium term.