Organic Agriculture Markets in Europe 欧洲有机农业市场 2017 China Anji White Tea Expo & World Tea Brand Summit

1. 2017 China Anji White Tea Expo & World Tea Brand Summit
Organic Agriculture Markets in Europe
欧洲有机农业市场
Pierre Johnson, organic and fair trade markets expert
Pierre Johnson,有机和公平贸易易专家

2. 2017 China Anji White Tea Expo & World Tea Brand Summit
Organic Agriculture，a European scientific and farmers tradition
有机农业，⼀一种欧式科学和农作传统
Pioneers
先驱们
Charles Darwin R.Steiner
Albert Howard
Hans&Maria Muller,E.Pfeiffer

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for Europeans: a production system that sustains the health of soils,
ecosystems and people. It relies on ecological processes, biodiversity
and cycles adapted to local conditions, rather than the use of inputs
with adverse effects.
对于欧洲⼈人来说，这是⼀一个⽀支持⼟土壤、⽣生态系统与⼈人之间的健康发
展的⽣生产系统。它根据当地条件，以友好的⽣生态过程、⽣生物多样性
和周期性劳作为依托，⽽而不不是那种会带来负⾯面影响的⾏行行为
Organic agriculture is ...
有机农业是...

4. 2017 China Anji White Tea Expo & World Tea Brand Summit
Organic agriculture is ...
有机农业是...
It combines tradition, innovation and science to benefit the shared
environment and promote fair relationships and a good quality of
life for all involved
它是传统、创新和科学的有机结合，从⽽而达到共享环境、促进
平等关系的建⽴立以及提⾼高⽣生活质量量的效果

5. 2017 China Anji White Tea Expo & World Tea Brand Summit
in Asia Natural Farming follows the« do nothing » (zen, taoist) philosophy.
与中国道家的“⽆无为”相似。
M. Fukuoka: The one-straw revolution, 1975 - 1978
1975—1978年年，⼀一根稻草的⾰革命。
A trained microbiologist, returned to work on his land on the Shikoku Island, which becomes
a training center known worldwide.
⼀一个专业的微⽣生物学家，在四国岛进⾏行行该⽅方⾯面的培训，闻名世界。
...contrasting with “natural farming”
对⽐比“⾃自然农业”

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From private standards to European regulation&equivalence
从地⽅方标准到欧洲标准
1967, The Soil Association, implements its own standards in UK.
1967年年，⼟土壤协会在英国落实了了他们的标准。
1972, Nature et Progrès (France) sets up one of the first national and the International Federation of Organic
Agriculture (IFOAM) is also created in 1972 in Fontainebleau, France
1972年年，法国展组织设⽴立了了国家性标准，同年年国际有机农业运动联合会也在法国枫丹丹⽩白露露成⽴立。
1973, in USA, the CCOF (California Certified Organic Farmers)is created
1973年年，加州认证的有机农场在美国成⽴立。

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From private standards to European regulation&equivalence
从地⽅方标准到欧洲标准
1991 first European Organic Agriculture regulation
1991年年，⾸首个欧洲有机农业标准
2001，Japanese Agricultural Standard - certifies for organic
2001年年，⽇日本有机农业认证标准
2002，first conference on harmonization and equivalence
2002年年，⾸首个关于等价与协调会议召开
2007，second EU OA regulation - CE 834/2007
2007年年，第⼆二个欧洲有机农业标准—CE834/2007

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More than 10 million hectares in Europe
在欧洲，⾯面积超过1000万公顷
Australia (22,7 m ha), Argentina (3.1 m ha) and US (2million ha)
first producers by land, India (600,000),
Ethiopia and Mexico by number of producers (200,000)
按时间排是澳⼤大利利亚、阿根廷和美国，按产品数量量排是印度、
埃塞俄⽐比亚和墨墨⻄西哥
Nearly 51 million hectares are grown organically
worldwide
在世界范围内，有机农业覆盖⾯面积达5100万公顷
IFOAM gathers (almost) all organisations working for
organic agriculture, i.e. 800 organisations from 120
countries.
IFOAM包括了了来⾃自了了120个国家的800多个有机农业组
织
Organic agriculture worldwide(2015)
世界范围内的有机农业

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Organic markets,farms and land (2015)
有机市场、农业和⼟土地
The organic market in Europe = 28.9 billion
欧洲有机农业市场——289亿欧元
Global organic market = 87 billion $ in 2016, 7
全球有机农业市场——870亿美元（2016.7）
Europe, the second market for organic (33%) after the USA（46%）with Germany first
(11%), then, France (7%), Italy and UK.
世界有机市场排序：美国>欧洲；欧洲有机市场排序：德国>法国>意⼤大利利>英国

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Organic markets, farms and land (2015)
有机市场、农场和⼟土地
4 countries represent 64% of European organic market(Germany, France, Italy, UK).
德法意英占欧洲有机市场的64%
268 665 organic farms (6.2% of surface) cultivating 11.2 million hectares (+1.3% per year).
268 665 个有机农场（占总⾯面积的6.2%），种植⾯面积达1120万公顷（每年年增⻓长1.3%）
68% of the organic land in 6 countries(Italy, Spain, Poland, France, Greece, Germany, UK).
意⼤大利利、⻄西班⽛牙、波兰、法国、希腊、德国、英国占有机⼟土地的68%

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A market with a fast growth
快速增⻓长的市场
European growth : 10% (Spain 24.8% in 2015）
欧洲增速：10%（⻄西班⽛牙在2015年年增速24.8%
Switzerland 30% growth in 2014
瑞⼠士2014年年增速为30%
US market: 11,5% growth in 2014
市场：2014增速为11.5%

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Take off of organic markets in BRICS emerging economies:
“⾦金金砖四国”经济体有机市场的腾⻜飞
Imports of organic in China: 2,4 billion € in 2013
中国有机产品进⼝口量量：2013年年240亿欧元
Russia : 225 million $ market
俄罗斯：22500万美元
Growth in other emerging countries, including Brazil
同样地，在巴⻄西也⻜飞速增⻓长
A market with a fast growth
快速增⻓长的市场

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Types of distribution networks
for organic agriculture
分销⽹网络类型
France, Germany, Netherlands,
Italy and Belgium: supermarkets
and specialized shops (Biocoop,
Naturalia, Lebensbaum)法德荷
意⽐比利利时：超市和专卖店
UK, Denmark, Sweden, Finland,
Czech
Republic and to a lesser extent
Austria,:
major retailers dominate.英丹丹⻨麦
瑞典芬兰捷克奥地利利：主要的
零售商
In Spain, Portugal,Eastern
Europe:sale on markets, small
retailers,specialized shops ⻄西
班⽛牙、葡萄⽛牙、东欧：市
场、⼩小零售商和专卖店

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The benefits of certified organic agriculture for producers
有机农业认证对⽣生产者的意义
Economic benefits:
经济效益
Trust and reputation
信任以及名誉
Organic premium +$
有机溢价
Security: constant growth of the market segment
可靠：市场不不断扩⼤大
High return oninvestment
⾼高回报

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The benefits of certified organic agriculture for producers
有机农业认证对⽣生产者的意义
Intangible benefits:
⽆无形收益
Trust and reputation 信任和名誉
Training, capacity building, know-how 得到训练
Food security (FAO study since 2006) ⻝⾷食品安全
Preservation of natural capital 保护⾃自然资源
Resilience, preservation of adaptation capacity 有韧性适应能⼒力力增强

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The benefits of organic food for consumers
有机⻝⾷食品能带给消费者什什么
Health benefits, and saving on health costs 带来健康
Nutrition: more nutrients 更更多营养提供
Food security ⻝⾷食品安全
Preserve the environment 保护环境
Ethics: respect people, and the land ⼟土地友好

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Trends consumption of organic tea in France
法国有机茶消费趋势
Organic is becoming mainstream in France. 9 out of 10 consumers sometimes buy organic.
有机是法国的主流趋势，10个消费者⾥里里有9个会购买有机产品。
But only 27 % of consumers declare buying organic coffee, tea or herbal tea, down compared to previous
years. Fruits and vegetables, dairy and eggs are the most popular categories in organic.
但是相⽐比前⼏几年年，只有27%的消费者表示他们要买有机咖啡、有机茶和有机草本茶。有机产品中主
要是⽔水果、蔬菜、乳制品和鸡蛋等

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Profile of consumers of the category «coffee, tea and herbal tea»
消费者消费类别：咖啡、茶和草本茶
24% of men consume them, 29% of women
消费者占⽐比：24%男性，29%⼥女女性
32 % are between 35 and 49 years old, 29 % are between 50 and 64 and 23% above 65
32%的年年纪在35—49之间，29%的年年纪在50—64之间，23%的年年纪在65之上
Trends consumption of organic tea in France
法国有机茶消费趋势

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Trends consumption of organic tea in France
法国有机茶消费趋势
Where are organic coffee and tea bought? 有机咖啡和有机茶的购买渠道
72 % in retail 72%零售购买
21 % in specialized shops 21%专卖店购买
7% other : market, farms, drive etc. 7%其他渠道购买（市场、农场）
Source: Agence Bio - 2015 资料料来源 Agence Bio - 2015

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Labels and certifications
标签和证书
Fair Trade
indications
Geographical indications
organic
ISO SPS

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European and Chinese Standards
欧洲标准和中国标准
IFOAM has set up standards, which are followed
worldwide: Europe, North and South America, Africa,
Australia, Japan. 欧洲、北北美和南美、⾮非洲、澳⼤大利利
亚、⽇日本等都按照IFOAM设置的标准
Control of pesticide application and pesticide residues
crucial watermark for organic agriculture.
农药控制应⽤用程序和农药残留留⽔水印对有机农业⾄至关重要。
Additionally, Europe has sanitary norms for all products
entering Europe.进⼊入欧洲的产品须遵从欧洲标准，
It has reinforced its norms on Chinese teas arriving in Europe
n October 1st, 2011.
因此，他加强了了中国茶的进⼊入标准
Certain pesticides are commonly found on tea, European
norms are 30 times more stringent than Chinese norms.对于
农药检测，欧洲标准⽐比中国标准严格30倍

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Is the trust in Chinese tea at risk
中国茶遭遇信任危机了了么？
Greenpeace has analyzed in a report released in 2012 4 Lipton teas for the Chinese market are particularly
target (Lipton is a Unilever subsidiary): jasmin, green, iron Buddha; black tea, prepared in giant Hefei factory
were analyzed. All teas had at least 9 pesticide types, 7 of which not approved in Europe, and 3 not approved
in China (dicophol, endosulfan and méthomyl).
绿⾊色和平组织在2012年年发布了了⼀一份关于4种在中国市场销售的⽴立顿茶的分析报告(⽴立顿是联合利利华⼦子公
司):茉莉花,绿⾊色,铁观⾳音,红茶,（在合肥⼯工⼚厂进⾏行行分析）。检测出在茶⾥里里⾄至少有9种农药类型,其中7种为
欧洲所禁⽌止,3种为中国所禁⽌止(dicophol,硫丹丹、灭多⾍虫)。

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Is the trust in Chinese tea at risk
中国茶遭遇信任危机了了么？
A previous study on 9 big Chinese tea producers in Fujian and Zhejiang showed the presence of 29 types
or pesticides. Chinese maximum residue limits were not exceeded.
早先得⼀一项研究表明，在中国福建和浙江的9⼤大茶叶中检测出了了29种农药残留留。但没有超过中国中
国最⼤大残留留量量
Only 30 pesticides were listed in Chinese norms against 450 Europe. There are 600 types of pesticides in
China.
在中国有600种农药，却只有30种被列列出。

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Is the trust in Chinese tea at risk
中国茶遭遇信任危机了了么？
A Chinese millionaire said on the social networks:
“What should I bring to my friends now?I don't want them to say “Stop offering me tea, I don't want to
be poisoned””
Greenpeace said it was the responsibility of producers to control their supply chain, and prevent their
customers from bing poisoned.
⼀一个中国的富商曾在社交⽹网络上说：我该送我朋友什什么东⻄西呢？我可不不想听他们说“不不要再送茶
给我了了，我不不想中毒！绿⾊色和平组织指出，⽣生产者应该控制供应链来控制农药量量。

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Dammann Frères
达蔓茶
Dammann bulk importer since 1982, exclusive importer of the kings of France.
⾃自1982年年以来Dammann散装进⼝口,它是法国国王的独家进⼝口商。
Retailer Thés de la Pagode were interested in Chinese organic tea from Dammann in 2010. But after seing
that pesticide residues from neighboring farms were contaminating their lots of tea.
Thés de la Pagode 对中国有机茶很感兴趣。但是他们发现附近的农场农药会污染茶叶。
Now sources organic tea in Nepal and Rwanda, rather than in China, when even organic producers suffer
from pesticide residues from neighbouring conventional farms.
现在有机茶多来⾃自尼泊尔和卢旺达，⽽而不不是中国。周围的农药残留留会污染到有机产品

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Some high end brands
⼀一些⾼高端品牌
Jardins de Gaïa
Løv Organic Thés de la pagode

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Let's strive to preserve the reputation of Chinese tea!
让我们⼀一起来维护中国茶的名誉

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Thank you for your attention! Let's keep in touch.
contact@pierrejohnson.eu
www.pierrejohnson.eu