Fresh tomato for food service industry 2011

THIS REPORT CONTAINS ASSESSMENTS OF COMMODITY AND TRADE ISSUES MADE BY USDA STAFF AND NOT NECESSARILY STATEMENTS OF OFFICIAL U.S. GOVERNMENT POLICY

Voluntary -

Public Date: GAIN Report Number: 6/30/2011 JA1507

Japan
Post:

Tokyo ATO

Fresh Tomato for Food Service Industry 2011
Report Categories: Market Development Reports Tomatoes and Products Approved By: Steve Shnitzler,Director, ATO Japan Prepared By: Masayuki (Alex) Otsuka, Specialist, ATO Tokyo Report Highlights: U.S. fresh tomato export shows great potential to expand in the food service market in Japan. Demand for fresh and cooking tomatoes are increasing, especially among the fast food industry and convenience stores. Most Japanese tomatoes are produced for table consumption and have high gel content, making themunsuitable for use in burgers and sandwiches. The California Tomato Farmers (CTF) recently opened an office in Japan to take advantage of these opportunities. Additionally, the recent Great Earthquake in Eastern Japan impacted local production of processing tomatoes and may impact imports of these products for the foreseeable future.

Executive Summary: 1. Executive Summary Japanese fast foodoutlets, hamburger shops, and convenience store sandwiches demand a year round stable supply of fresh tomatoes. However, the market often faces shortages of imported tomatoes during winter season. If the U.S. suppliers can fulfill the demands of the market through a whole year, there is the great potential for increasing in tomato export from the U.S. to Japan. The California Tomato Farmers (CTF)opened a representative office in Japan in April 2011. The timing of the establishment in the market couldn’t have been better. New establishments are opening all the time and Wendy’s will be returning to Japan this fall. General Information: Table of Contents
1. Executive Summary: 2. Current Market Conditions: Chart 1 - Japan Tomato Production: Snap Shots 1: Major Hamburgers Chain Menu 3. TomatoCharacteristics 4. Potential for U.S. Tomatoes Chart 2 - U.S. Tomato Export Chart 3 - Japan Tomato Import 5. Required Specifications: 6. Impact by the Great Earthquake Chart 4 – Regional Tomato Production 2010 7. Prospects 8. Tariff Table Tariff Schedule: Fresh Tomato and Processed Tomato 9. ATO Contact Information 10. Appendix Chart 5 - Japan Import Processed Tomato Products 1: HS 2002.00 i) ii)Quick Estimation: January – April Confirmed: January – March

Chart 6 - Japan Import Processed Tomato Products 2: HS 2002.00

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Year to Date: January – December, 2008 - 2010

2. Current Market Conditions:

Japan’s annual tomato production in 2010 totaled 690,700 metric tons, a decrease of 3.65 % from 2009 and a drop of about 15 % from 2000. A 94.5 % of the total tomato harvest in2010 was for table consumption. Domestic cooking tomatoes are also included in this category. Only 5.5 % out of the total harvest were destined for processing, mainly for juice production.

Chart 1 - Japan Tomato Production:
Growing area Harvest Y-T-Y * Distributed ha Ton % Ton Jan-Dec 2000 13,600 806,300 708,500 2001 13,600 797,800 -1.05 699,800 2002 13,300 784,900 -1.62 688,600 2003 13,200759,900 -3.19 669,000 2004 13,100 754,900 -0.66 666,000 2005 13,000 759,200 0.57 668,100 2006 12,900 728,300 -4.07 642,200 2007 12,700 749,200 2.87 663,800 2008 12,500 732,800 -2.19 648,300 2009 12,400 716,900 -2.17 634,100 2010 12,300 690,700 -3.65 612,600 * Y-T-Y: year-to-year comparison from previous year Source: Ministry of Agriculture, Forestry and Fisheries (MAFF) Year Y-T-Y* % -1.23 -1.60 -2.85-0.45 0.32 -3.88 3.36 -2.34 -2.19 -3.39

Most tomatoes in Japan are grown in green houses, while some are field grown only during summer time. Japanese tomato varieties are bred for well-formed appearance and higher sugar content (brix) with high gel content. As such, these tomatoes are not used by the quick service restaurant (QSR) industry as they too sweet for sandwich topping, crush easily...