-
Figure 1. U.S.
HORTICULTURAL EXPORTS IN FY1999 REMAIN STRONG
- In FY1999, U.S. horticultural exports
remained unchanged from the previous year at $10.3
billion
- However, the United States registered
record sales to Mexico, the fourth largest horticultural
market
- Sales to Canada and the European Union,
the first and second largest markets, respectively,
remained strong
- Exports to Japan, the third largest
market, increased for the first time in three years
- U.S. horticultural exports are forecast to
increase to $10.5 billion in FY2000
- Horticultural exports will continue to
benefit from Uruguay Round and NAFTA tariff reductions,
as well as from USDA’s market promotion activities
Figure 2: HIGH VALUE
PRODUCTS HAVE LED U.S. EXPORT GAINS
- High value products-- horticultural,
livestock, poultry, and other consumer products-- have
recorded the greatest increases over the past 13 years
- These high value products now account for
40 percent of total U.S. agricultural exports, compared
to less than 25 percent a decade ago
Figure 3. HORTICULTURAL
PRODUCTS AND OTHER CONSUMER FOODS PLAY A LEADING ROLE IN TOTAL
U.S. AGRICULTURAL EXPORTS
- In FY1999, the consumer-ready category,
into which most horticultural exports fall, continued to
experience gains, surpassing the export share of bulk
products for the first time
- Export share for consumer-ready products
have risen from about 25 percent to more than 40 percent
in just 10 years
- The share of the export market of
consumer-ready products increased sharply in FY1999, due
in large part to increased world demand
Figure 4.
IMPORTANCE OF EXPORTS FOR SELECTED U.S. HORTICULTURAL EXPORTS
- Exports remain critical to the success of
the U.S. horticultural industry
- More than 70 percent of almonds go into
exports, while high percentages for many other fruits,
vegetables, and nuts are also shipped
- If this trend continues as expected,
exports will become increasingly vital to U.S. producers
of these and other horticultural products
Figure 5. FRESH PRODUCE
ACCOUNT FOR THE LARGEST PERCENT OF U.S. TOTAL HORTICULTURAL
EXPORTS
- FRESH FRUITS AND FRESH VEGETABLES combined
accounted for almost 30 percent of total U.S.
horticultural export value in FY1999
- Next were PROCESSED FRUITS AND PROCESSED
VEGETABLES, which combined represented 23 percent of all
horticultural shipments
- TREE NUTS, valued at $1.1 billion, were
the single largest horticultural commodity group with a
10 percent share
- JUICE exports, valued at $770 million,
accounted for 7 percent
Figure 6. CANADA
REMAINS THE TOP MARKET FOR U.S. HORTICULTURAL EXPORTS
- At $3.1 billion, CANADA remained the top
market for U.S. horticultural exports in FY1999
- Exports to the EUROPEAN UNION (EU) totaled
$2.1 billion, down slightly from FY1998's total
- Exports to JAPAN increased for the first
time in three years to $1.7 billion in FY1999
- Sales to other Asian countries stabilized
due to a slow recovery from the economic crisis
- In FY1999, exports to MEXICO reached a
record $648 million, up 17 percent from FY1998
Figure 7. THE TOP U.S.
HORTICULTURAL EXPORTS BY VALUE IN FY1999
- ALMONDS were number one again at $694
million, although down 10 percent from FY1998
- WINE, at $538 million, was up 5 percent,
which made FY1999 that commodity’s 15th
consecutive record-breaking export year. U.K., Canada,
and Japan are the top destinations for U.S. wine
- At $376 million, APPLES were up 15 percent
- FROZEN FRENCH FRIES at $358 million were
up 9 percent
- ORANGE JUICE increased 3 percent to $301
- RAISIN exports remained unchanged in
FY1999, but reached record levels in Japan
- Exports of GRAPEFRUIT rebounded in FY1999
and were up 17 percent
Figure 8. U.S.
HORTICULTURAL PRODUCT EXPORTS EXPANDING IN NON-TRADITIONAL
MARKETS
- U.S. sales of horticultural products to
non-traditional markets continued to increase in FY1999
- Shipments to the Middle East in FY1999
totaled $250 million, up 10 percent from FY1998
- Exports to the CARIBBEAN BASIN remained
roughly unchanged at $242 million
- Shipments to CENTRAL AMERICA, valued at
$163 million, increased almost 30 percent
- U.S. horticultural exports to AFRICA were
valued at $54 million in FY1999, up 9 percent
Figure 9. THE TOP FIVE
GROWTH MARKETS: 1995-1999 (OF MARKETS OVER
$100 MILLION IN U.S. HORTICULTURAL EXPORTS)
- EUROPEAN COUNTRIES recorded the highest
percentage increase among markets over $100 million
- Notably THE NETHERLANDS ($419 million),
BELGIUM ($243 million) and SPAIN ($141 million)
- AUSTRALIA also made the list with $115
million
- MEXICO rounded out the list with exports
valued at a record $648 million in FY1999
Figure 10. THE TOP
FIVE GROWTH MARKETS: 1995-1999 (OF MARKETS UNDER
$100 MILLION IN U.S. HORTICULTURAL EXPORTS)
- Direct exports to CHINA have increased
more than 280 percent since FY1994, reaching a record $57
million in FY1999. China is a huge potential market for
fruits and vegetables once phytosanitary barriers and
high tariffs are overcome
- Sales to GUATEMALA, PANAMA, and the
DOMINICAN REPUBLIC have more than doubled since FY1994
- Exports to SAUDI ARABIA were up more than
30 percent to $69 million, making that country one of the
largest growth markets in the "under $100
million" category
Figure 11. CANADA:
OPPORTUNITY CONTINUES TO EXIST IN A TRADITIONAL MARKET
- Horticultural exports to CANADA were up
slightly FY1999 to $3.1 billion
- Star horticultural performers over the
last 5 years include:
| CHERRIES, exports up more than 40
percent to $19 million |
| CARROTS, exports up 14 percent to $58
million |
| WINE, exports up 7 percent to $91
million |
Figure 12. JAPAN:
BROCCOLI, WINE, AND FRENCH FRIES HOLD ON
- Although JAPAN has been experiencing
economic difficulties, some MAP-supported agricultural
products have successfully maintained exports during
these hard times
- Star horticultural performers over the
last 5 years include:
| BROCCOLI, exports up 50 percent in
FY1999 to $50 million |
| FRENCH FRIES, exports up 8 percent to
$188 million |
| WINE exports, valued at $75 million,
were down 17 percent. But the FY1999 export value is
still the second largest on record |
Figure 13. CHINA: U.S.
HORTICULTURAL EXPORTS CONTINUE TO EXPAND
- FRUIT AND VEGETABLE JUICE exports to CHINA
reached $2 million in FY1999, up 140 percent from FY1998
- FRENCH FRY shipments reached $7 million,
up 180 percent
- TABLE GRAPE exports recorded more than 90
percent increase in FY1999 to $7 million
- In May 1998, all table grape
producing regions of California gained access to
mainland China
- The Market Access Program (MAP)
has helped to fuel demand for U.S. grapes and
boost sales despite China’s high tariff-- 40
percent plus a 13 percent Valued Added Tax (VAT)
-
Figure 14. MAP SUCCESS
STORIES
- Not all of the horticultural export
successes over the past 5 years show up in the previous
charts
- This chart includes some additional
horticultural products that scored major export gains:
| BLUEBERRIES |
Blueberry sales to the Pacific Rim are
expanding rapidly and Japanese buyers are leading the
way. Shipments to Japan for the 1998 season totaled 30
tons, while in 1999, they surpassed 400 tons. Marketing
activities focusing on health benefits of blueberries
have boosted sales significantly. |
| WINE |
In January 1999, Mexico agreed to lift
retaliatory tariffs and U.S. wine exports to Mexico have
been rebounding. Exports to Mexico reached a record $3.6
million in FY1999, a 58 percent gain over the preceding
year. U.S. wine exports recorded their 15th
consecutive record-breaking year in FY1999 |
| TOMATOES |
The market for U.S. tomatoes in Japan
is booming; up about 300 percent, sparked by the
September 6, 1999, lifting of the ban on all remaining
unapproved varieties. Sales to food service chains had
more than doubled, and U.S. tomatoes are now in 15 retail
chains. |
| PEARS |
U.S. pear exports to Mexico reached a
record $29 million in FY1999, up 14 percent. In addition
to Mexico, other MAP growth markets for U.S. pears
include Costa Rica, Israel, and Sweden. |
| FRENCH FRIES |
U.S. exports of French fries to Japan
are growing steadily, and were up 16 percent from FY1998.
Organic frozen potatoes are also on the rise. The United
States accounts for more than 90 percent of total
Japanese import volume. |
Figure 15.
DISTRIBUTION OF MAP FUNDS BY REGION
- Since 1991, MAP funds have shifted from
one region to another, due in some cases, to economic
turmoil, but mainly due to emerging opportunities for
U.S. horticultural exports
- In FY1991, most funds were used to promote
horticultural products in Asia (48 percent), while a
significant amount was directed to Europe (32 percent)
- In FY1996, MAP funds targeted at Asia and
Europe were 45 percent and 24 percent respectively, while
North America’s share of MAP funds increased to
almost 10 percent and Latin America received 3 percent
- In FY1999, MAP funds were targeted mainly
at Asia (50 percent), Europe (24 percent), and North
America (16 percent). Funds to Latin America accounted
for about 2 percent
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Last modified: Wednesday, February 20, 2002
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