EGG INDUSTRY IN COLOMBIA

EGG INDUSTRY
IN COLOMBIA
ADRIANA LARSEN
COLOMBIA
POPULATION
48 million
1,3% annual growth
Economic Performance
Source ANDI 2013
EGG INDUSTRY
EGG PRODUCTION IN LATIN AMERICA 2010
(Billions)
Source: FENAVI based on FAO
SOURCE International Egg Commission
SOURCE International Egg Commission
COLOMBIA
EGG PRODUCTION MAP
Source: FENAVI
EGG PRODUCTION GROWTH
UNITS
Source: FENAVI
EGG PRODUCTION GROWTH
UNITS
Source: FENAVI
FEED
COSTS
Production Cost Per Region
2012
REGION
VALLE
SANTANDER
CUNDINAMARCA
66,7%
66,8%
67%
CARRIBEAN
COAST
72%
1%
0,9%
1%
3%
LABOR
10,3%
5,9%
7,3%
4%
PRODUCTION
BARN
CAGES
CAGES
CAGES
FEED
VACCINES
Source: FENAVI
CHICK PLACEMENT
UNITS
Month/Year
2010
2011
2012
2013
January
2.403.673
2.626.946
2.916.535
2.847.550
3.029.922
February
2.411.503
2.842.396
2.623.963
2.860.200
2.868.131
March
2.645.450
2.732.942
2.996.833
2.791119
3.042.958
April
2.834.830
2.154.088
2.754.024
2.717.973
2.839.979
May
2.821.218
2.253.686
2.924.276
3.016.270
2.955.438
June
2.104.664
2.636.227
2.491.273
2.624.831
2.857.293
July
2.606.041
2.027.521
2.576.433
3.231.208
2.807.796
August
2.934.411
2.250.256
2.824.079
2.830.928
2.920.727
September
2.855.798
2.689.489
2.320.746
2.840.339
2.868.980
October
2.778.137
2.485.051
2.543.085
2.872.930
2.966.719
November
2.900.234
2.528.963
2.764.081
2.587.177
3.009.869
December
2.705.367
2.785.719
2.892.856
2.722.133
2.954.871
32.001.326
30.013.284
32.628.184
33.942.658
35.122.683
Total
2014*
Source: FENAVI
PRODUCTION CAPACITY
LAYERS
REGION
# FARMS
INSTALLED
CAPACITY
ON
PRODUCTION
ANTIOQUIA
116
4.883.751
3.595.210
CARIBBEAN
COAST
84
2.135.157
1.673.281
COFFE ZONE
67
2.378.420
2.448.400*
CENTRAL
1.173
16.469.978
9.897.698
SANTANDER
468
13.048.520
10.083.395
VALLE
209
14.223.315
13.425.002
COLOMBIA
2.117
53.139.141
41.122.986
Source: FENAVI
TECHNOLOGY
AUTOMATIC CAGES
15,6%
CONVENTIONAL CAGES
BARN
14,4%
70%
Source: FENAVI
GRADING
NTC 1240
GRADE
WEIGHT
Source: FENAVI
PACKING
90% Of the eggs are sold in
egg trays by 30 units
10% are sold in trays for 6 or
12 eggs
Source: FENAVI
MEGATRENDS 2013
¡NUTRITIONAL STATUS!
In the world each 1 of 8 persons go to bed with
an empty stomach every night… and Colombia is
part of that world…
COLOMBIA
Minimun Salary US$250 per month
13,2% of the population is
chronically malnourished
3 of 5 children that die is for
malnourished matters.
20 of 100 children suffer from
hunger
Colombia is the
second country in the
world of internal
displacement.
IN COLOMBIA 654.000 WOMEN
GET PREGNANT EVERY YEAR
16% of them are “WOMEN”
between 10 and 18 years old
FOOD SAFETY
Salmonella test program every 6 months,
only for Salmonella Enteritidis
No rules for antibiotics use
No washing of eggs
Non refrigerated egg
ANIMAL WELFARE
ANIMAL
WELFARE
HUMAN
WELFARE
33.6 million poor people
to feed
SANITARY STATUS
Free of Avian Flu
New Castle
EGG CONSUMPTION &
PROMOTION
EGG PER CAPITA CONSUMPTION
UNITS
Source: FENAVI
MARKETING
AND PROMOTION
BUDGET PER YEAR
US $1 MILLION
PUBLIC SCHOOLS
COLOMBIA 2.013
4.000.000 kids in School feed programs
Breakfast
Snack
lunch
Dietary guidelines recommendation
3 eggs per week
40 weeks per year
120 eggs per kid per year = 480 million eggs per year
COLOMBIA 2.014
4.000.000 kids in School feed programs
Dietary Guidelines Recommendation
1 EGG PER DAY
40 weeks per year
200 eggs per kid per year = 800 million eggs per year
Expected growth goal for the next 5 years : 66,7%
MARKETING
TV CAMPAIGN (TV COMMERCIALS)
US $500.000
•
BTL CAMPAIN (MATERIAL AND EVENTS)
US $300.000
•
GOVERMENT (MATERIAL AND EVENTS)
US $200.000
•
•
CAMPAIGNS
TV & RADIO
CAMPAIGNS
BOOKS OF RECEPIES
MORE THAN A MILLION OF
RECIPES DISTRIBUTED BY
PRODUCERS AROUND THE
COUNTRY
CAMPAIGNS
COLORING BOOKS FOR KIDS
500.000 FREE TABLE CLOTHES
FOR RESTAURANTS
CAMPAIGNS
UNILEVER COLOMBIA INVEST MORE
THAN 7 MILLION DOLLARS IN EGG
CONSUMPTION
CAMPAIGN
FOR
THERE MARGARINE NAMED RAMA.
CAMPAIGNS
TV & RADIO
CAMPAIGNS
PRINT ADVERTISING IN MAGAZINES,
BILLBOARDS AND POSTERS AROUND
THE COUNTRY
CAMPAIGNS
RECEPIES WITH EGGS
AND
THE
FEEDING
FORMULA DISTRIBUITED
BY THE GOVERNMENT
TO 6 MILLION PEOPLE
AROUND THE COUNTRY
INTERNET PAGE WITH RECIPES,
VIDEOS, GAMES AND CONTESTS
FOR CONSUMERS.
CAMPAIGNS
CAMPAIGNS
TV
CAMPAIGNS
PRINT ADVERTISING IN MAGAZINES, BILLBOARDS AND POSTERS AROUND THE
COUNTRY
NOTEBOOKS FOR KIDS AND 1 MILLION
EGGS FOR THE INDIAN KIDS IN A POOR
REGION CALLED LA GUAJIRA.
CAMPAIGNS
WORLD EGG DAY PARTY FOR 1 MILLION KIDS AROUND THE COUNTRY
WORLD EGG DAY PARTY FOR 1 MILLION KIDS AROUND THE COUNTRY
MANGE TAK!
ADRIANA LARSEN