Singapore Market Study 18 Nov 07

SingaporeMarketStudy
FreshandDriedFruitMarketReport,Singapore
Pro
AFGHAN
November18,2007
Authoredby:JayEwald
SingaporeMarketStudy
FreshandDriedFruitMarketReport,Singapore
Contents
SingaporeMarketStudy|11/18/2007
1
2
INTRODUCTION.....................................................................................................................2
EXECUTIVESUMMARY...........................................................................................................3
2.1
OPPORTUNITY...............................................................................................................3
2.2
RECOMMENDATIONS.....................................................................................................3
3 THEMARKET.........................................................................................................................4
3.1
BACKGROUND................................................................................................................4
3.2
LOCATION.....................................................................................................................4
3.3
CLIMATEANDGEOGRAPHY............................................................................................4
3.4
POPULATION.................................................................................................................5
3.5
GOVERNMENT................................................................................................................5
3.6
ECONOMYANDTRADE..................................................................................................5
3.6.1
TRADE....................................................................................................................7
4 THEFRUITINDUSTRY............................................................................................................9
5 MARKETINGMIX..................................................................................................................12
5.1
PRODUCT......................................................................................................................12
5.1.1
QUALITY...............................................................................................................13
5.2
PROMOTION.................................................................................................................16
5.3
PLACE...........................................................................................................................17
5.3.1
GROWERS.............................................................................................................18
5.3.2
EXPORTER(S)........................................................................................................18
5.3.3
IMPORTER(S).........................................................................................................18
5.3.4
DISTRIBUTORS.....................................................................................................23
5.3.5
RETAILERS............................................................................................................24
5.4
PRICE...........................................................................................................................27
6 APPENDIX............................................................................................................................28
6.1
IMPORTERS..................................................................................................................28
6.2 IMPORTANTLINKS.......................................................................................................32
6.3
QUALITYSTANDARDS...................................................................................................33
Introduction
Thepurposeofthistripwastofacilitateandincreasethe
shipmentsofpomegranatestoSingapore.Thiswastobe
achievedby1)meetingwiththeexistingimportertoinspectthe
qualityofarrivalofthefruit,analyzelogisticalissues,monitor
sales,andsolidifytherelationship,2)visitingthemarketto
analyzelocalquality,pricing,supplyanddemandof
pomegranatesatthewholesaleandretaillevelstodeterminethe
potentialofthecountry,and3)meeting,selectingand
recommendingadditionalimportersinterestedinpomegranates
fromAfghanistan.
F IGURE 11: S INGAPORE , L ANDOF

O PPORTUNITY
Thedocumentstartswithanexecutivesummarywithrecommendations,followedbyadiscussion
oftheSingaporemarket(background,location,population,economyandtrade)andthefresh
anddryfruitmarket(importation,exportationandreexportationtrends).
Meetingswereheldwithseveralfreshanddryfruitimporters
todeterminethebestmarketingstrategiestoenterthismarket
aswellasthesurroundingarea.Thereportemphasizesthe
prospectsandhardshipsinmarketingfruitintoSingapore.Itis
withthetrustthattheProAfghanOrganizationwillbeableto
usethesefindingstotheiradvantageinordertosuccessfully
participateproactivelyinthismarket.
AllfiguresareinUS$(UnitedStatesDollars)unlessotherwise
specified.
F IGURE 12: A FGHAN

P OMEGRANATESINTHE L OCAL
M ARKET
Thereportthenanalyzesthemarketingmixorthemarketingfunctionofthefruitindustryin
Singapore,suchasthemarketstructure,theparticipants,distributionchannels,etc.Thissection
isdividedintofoursubsections(product,promotion,placeandprice)orcommonlyknownasthe
FourPs.Theproductsubsectiondescribesthequalityofproductandpackagingrecommended.
Thepromotionsubsectiondetailsthemarketingactivitiesrequiredtosellfruitintothecountry.
Theplacesubsectioncoversvariousprocesses,logistics,theplayers,theinfrastructure,andthe
necessaryrequirementstoputonthefruitonthemarket.Finally,inthepricesubsection,local
wholesaleandretailpricesarelisted.
Exe
ecutiveSummarry
2.1
Op
pportunitty
PomegranatesareindemandinS
Singapore.I
mporters,
wholesaleers,retailersandfinalcu
ustomersarelookingforhigh
qualitypo
omegranatess.Ineachofftheseveralsupermarkeets
visited,th
herewashig
ghinterestan
ndenthusiassmaroundth
he
displayso
ofPomegran
natesfromAfghanistan.
Singaporeisveryheaalthconsciou
ussociety.Po
omegranatessare
knownbyythelocalco
ommunityfo
oritshealthbenefitsasa
ananti
oxidant.Localsuperm
marketprom
motionsuset
topcelebritiesciting F IGURE 21: E NTTHUSIASMINTH
HE
M ARKETPLACE
pomegran
natesasariichlycolored
d,deliciousf
fruitthatisr
revered
asasymb
bolofhealth
h,fertilityand
drebirth.T
ThegrowersinAfghanisttanarewellp
positionedto
o
seizethissopportunityyaslongast
thequalityis
ssuesareressolved.
2.2 Re
ecommen
ndations
Basedon
nthisstudya
andalignedw
withtheprevviousmarkettstudiescon
nductedinIn
ndiaandthe
UAE,theefollowingvaaluechainsttructureisag
gainsuggesteed.
Growers
UFFGK
DFEAK
Other
USAID
Projects
Exporter(s)
Quality
Controla
and
Standard
ds
Packing
Expertisee
Logistics
COC,MO
OC
Importerr(s)
Singapore
HongKong
Thailand
Malaysia
Indonesia
Wholesaler
Distributors
M
Market
K
Knowledge
Several
S
T
Typesof
C
Customers
Retailers
Supermak
kets
FoodServiice
Street
Markets
ProAfgh
hanOrganizaation
F IGURE 22
2: F RESHAND D RIED F RUIT V ALUE C HAIN
Following
garethereccommendedstepswhichshouldbetaaken:
1.
2.
3.
FiixtheProbleem:Itwasp
paramountth
hatarepreseentativefrom
mtheProAfgh
hanorganizaation
m
madethistim
melyvisitifthistripwou
uldhavenottbeenmade,,theimporteerandthe
m
marketwould
dhavebeenl
lost.Therea
areseveralqu
ualityissuesthathaveto
obeaddresseed
priortomakin
ngfutureshipments(describedindeetailintheq
qualitysectio
on).
D
Developther
relationship:Afollowup
ptripisneed
dedtosolidify
fythisrelatio
onshipin
Siingaporeand
dtocreatereelationshipsinthesurro
oundingcoun
ntries.Thist
tripwouldb
be
usedtodevelo
opanetwork
kofSoutheaastAsianimp
porters,utilizzingSingapo
oreasthehu
ub.
T
Thetripwoul
ldalsobeuseedtoexploreeandbetterunderstandeachofthessemarketsan
nd
asssessthepottentialforAffghanfruit.
Samplesofproductssho
ouldbesentwellinadvaance
to
oSingaporew
withdetailed
dproductsh
heets,todeteermineviabillityofeacho
ofthesemark
kets.
Su
upport:Conttinuoussupp
portisimperrativetokeeepthisrelatio
onshipgoing
g.TheProAfg
fghan
orrganizationshouldconsiiderbasings
someoneinS
Singaporefu
ulltimetohaandlelogisticcs,
m
monitorquali
ityassuranceeandassisti
inmarketing
gandsalesfo
orthisregion
n.
TheMarket
SingaporeistheeasiestplacetodobusinessinAsia.Itisthemarketmostsimilartothatofthe
UnitedStates,corruptionfree,withthelegacyoftheBritishcommercialcode,andEnglishasa
firstlanguagemakingitanaturalentrypointintotheregion.
3.1
Background
Singaporeisoneofthesafest,cleanest,leastcorruptandmosteconomicallyprosperouscitiesin
Asia.SingaporewascolonizedbytheBritishEastIndiaCompanyin1819.Untilthenithadbeen
byindigenousMalaysandOrangLauts.TheBritishEmpireuseditasastrategictradingoutpost
alongthespiceroute,becomingoneofthemostimportantcommercialandmilitarycenters.
DuringWorldWarIIitwasoccupiedbytheJapaneseEmpire,revertingtoBritishrulein1945.It
joinedtheMalaysianFederationin1963butseparatedtwoyearslaterandbecameanindependent
republic.Singaporesubsequentlybecameoneoftheworld'smostprosperouscountrieswitha
highstandardofliving,stronginternationaltradinglinks(itsportisoneoftheworldsbusiestin
termsoftonnagehandled)andwithpercapitaGDPequaltothatoftheleadingnationsof
WesternEurope.
3.2
Location
SingaporeisanislandnationlocatedinsoutheasternAsia,betweenMalaysiaandIndonesia.Itlies
137kilometers(85miles)northoftheEquator,southoftheMalaysianstateofJohorandnorthof
Indonesia'sRiauIslands.At704.0km(272sqmi),itisoneofthefewremainingcitystatesinthe
worldandthesmallestcountryinSoutheastAsia.
ClimateandGeography
TheRepublicofSingaporeconsistsofthemainislandofSingapore,offthesoutherntipofthe
MalayPeninsulabetweentheSouthChinaSeaandtheIndianOcean,and62nearbyislands.Its
climateistropical,rainy,hotandhumidallyearround,withonlyslightvariationsbetweenthe
averagemaximumof31degreesCelsius(88F)andminimumof23degreesCelsius(73F).The
climateofSingaporecanbedividedintotwomainseasons,theNortheastMonsoon(Decemberto
March)andtheSouthwestMonsoon(JunetoSeptember)season,separatedbytworelatively
shortintermonsoonperiods.Rainfallsareheaviestduringtheearlynortheastmonsoonfrom
NovemberthroughJanuary.ThedriestmonthisJulyinthemiddleofthesoutheastmonsoon.The
intermonsoonmonthsofAprilMayandOctoberaremarkedbythunderstormsandviolentline
squallslocallyknownasSumatras.Theaverageannualrainfallis237centimeters(93inches),and
muchoftherainfallsinsuddenshowers.Singaporeisfreefromearthquakesandtyphoons,and
thegreatestnaturalhazardislocalflashflooding,thethreatofwhichhasincreasedasbuildings
andpavedroadshavereplacednaturalvegetation.
Inspiteofthehighrainfall,Singaporehaslimitednaturalfreshwaterresources.Itssmallsizeand
densepopulationmakeitnecessarytoimportwaterfromMalaysia.
3.3
ThehighestnaturalpointofSingaporeisBukitTimahHillat166m(545ft).
3.4 Population
SingaporeisthesecondmostdenselypopulatedindependentcountryintheworldafterMonaco.
Withapopulationof4.68million,Chineseformed75.2%,Malays13.6%,Indians8.8%,while
Eurasiansandothergroupsformed2.4%.Ithasavariedlinguistic,cultural,andreligiousheritage.
Malayisthenationallanguageforhistoricalreasons,butMandarin(35%),English(23%),Malay
(14%)andTamil(3.2%)alsoareofficiallanguages.Englishispromotedasthelanguageof
administrationandalsoiswidelyusedintheprofessions,businesses,andschools.However,the
majorityofthepopulationspeaksadialectcalledSinglish("SingaporeEnglish"),whichhasmany
creolelikecharacteristics,incorporatingvocabularyandgrammarfromStandardEnglish,various
Chinesedialects,MalayandIndianlanguages.
ThegovernmenthasmandatedthatEnglishbetheprimarylanguageusedatalllevelsofthe
schoolsystems,anditaimstoprovideatleast10yearsofeducationforeverychild.Thecountry's
literacyrateis95.4%.
Singaporeisamultireligiouscountry,althoughreligiousgroupsaresubjecttogovernment
scrutiny,andsomereligioussectsarerestrictedorbanned.51percentofresidentSingaporeans
practiceBuddhismandTaoism.About15percent,mostlyChineseandIndians,practice
ChristianityabroadclassificationincludingCatholicism,Protestantismandother
denominations.Muslimsconstitute14percent,ofwhomMalaysaccountforthemajoritywitha
substantialnumberofIndianMuslims.SmallerminoritiespracticeSikhism,Hinduismandothers.
About15percentofthepopulationdeclarednospecificreligiousaffiliation.
3.5
Government
Accordingtotheconstitution,asamendedin1965,SingaporeisarepublicwithaWestminster
systemofunicameralparliamentarysystemofgovernment.Politicalauthorityrestswiththe
primeministerandthecabinet.Theprimeministeristheleaderofthepoliticalpartyorcoalition
ofpartieshavingthemajorityofseatsinParliament.Thepresident,whoischiefofstate,
previouslyexercisedonlyceremonialduties.Asaresultof1991constitutionalchanges,the
presidentisnowelectedandexercisesexpandedpowersoverlegislativeappointments,
governmentbudgetaryaffairs,andinternalsecuritymatters.
SingaporeanpoliticshavebeencontrolledbythePeople'sActionParty(PAP)sinceself
governmentwasattained.Inconsequence,foreignpoliticalanalystsandseveraloppositionparties
havearguedthatSingaporeisessentiallyaonepartystate.Thoughgeneralelectionsarefreefrom
irregularitiesandvoterigging,thePAPhasbeencriticizedformanipulatingthepoliticalsystem.
3.6 EconomyandTrade
Singapore'sstrategiclocationonmajorsealanesanditsindustriouspopulationhavegiventhe
countryaneconomicimportanceinSoutheastAsiadisproportionatetoitssmallsize.Upon
independencein1965,Singaporewasfacedwithalackofphysicalresourcesandasmalldomestic
market.
Singaporehasahighlydevelopedandsuccessfulfreemarketeconomy.Itenjoysaremarkably
openandcorruptionfreeenvironment,stableprices,skilledworkforce,advancedandefficient
infrastructureandapercapitaGDPequaltothatofthefourlargestWestEuropeancountries.
Thishasattractedinvestmentsfrommorethan7,000multinationalcorporationsfromtheUnited
States,Japan,andEurope.Singaporehasbeenratedasthemostbusinessfriendlyeconomyinthe
world,withthousandsofforeignexpatriatesworkinginmultinationalcorporations.Italso
employstensofthousandsofforeignbluecollaredworkersfromaroundtheworld.
Table31:MacroEconomicIndicators20052006
Indicators
GDP($Billions)
GDPGrowth
GDPPerCapita
Inflation
Unemployment
ExchangeRate
2005
2006
$122.7 $132.7
6.6%
7.9%
$27,156 $28,654
0.5%
1.0%
4.1%
3.6%
$1.66 $1.59
Source:IESingapore
Theeconomydependsheavilyonexports.Manufacturingandservicesarethetwinenginesofthe
Singaporeeconomy.Themanufacturingindustryiswelldiversifiedintoelectronics,petroleum
refining,financialservices,rubberprocessingandrubberproducts,processedfoodandbeverages,
shiprepair,offshoreplatformconstruction,lifesciences,oildrilling,machineryandmetal
products,chemicalandpharmaceuticalproducts,transportequipment,printingandpublishing,
textilesandgarments,plasticproducts/modules,instrumentationequipment,mechanical
engineeringandbiomedicalsciencesmanufacturing.Naturalresourcesincludefishand
deepwaterports.Agricultureincludespoultry,eggs,orchids,vegetables,fruits,fish,ornamental
fish,rubberandcopra.Singaporeisthebusiestportintheworldintermsoftonnageshipped.
Singaporeistheworld'sfourthlargestforeignexchangetradingcentreafterLondon,NewYork
CityandTokyo.
TheSingaporeGovernmenthasadoptedaprobusiness,proforeigninvestment,exportoriented
economicpolicyframework,combinedwithstatedirectedinvestmentsinstrategicgovernment
ownedcorporations.Tomaintainitscompetitivepositiondespiterisingwages,thegovernment
seekstopromotehighervalueaddedactivitiesinthemanufacturingandservicessectors.Italso
hasopenedthefinancialservices,telecommunications,powergenerationandretailingsectorsto
ForeignServiceprovidersandgreatercompetition.Thegovernmentalsohaspursuedcostcutting
measures,includingtaxcutsandwageandrentreductions,tolowerthecostofdoingbusinessin
Singapore.TheywillcontinueeffortstoestablishSingaporeasSoutheastAsia'sfinancialandhigh
techhub.ItsmajortradingpartnersaretheUnitedStates,EU,Japan,Malaysia,HongKong,
Taiwan,Thailand,SouthKoreaandChina,aswellasexpandingemergingmarketssuchasIndia.
FreetradeagreementsconnectSingaporetomajoreconomiesandmarkets.ItallowsSingapore
basedexportersandinvestorstobenefitfromtariffconcessions,accesstocertainsectorsand
intellectualpropertyprotection.Singaporehas14bilateralagreementswiththefollowing
countries:ASEANFreeTradeArea(AFTA),ASEANChina(ACFTA),ASEANKorea(AKFTA),
Australia(SAFTA),Jordan(SJFTA),India(CECA),Japan(JSEPA),NewZealand(ANZSCEP),
Panama(PSFTA),Peru,SouthKorea(KSFTA),theTransPacificSEP(Brunei,NewZealand,Chile,
Singapore),theEuropeanFreeTradeAssociation(Switzerland,Liechtenstein,Norwayand
Iceland)EFTAandUnitedStatesofAmericaUSSFTA.
ThecurrencyofSingaporeistheSingaporedollar,representedbythesymbolS$.Thecentralbank
ofSingaporeistheMonetaryAuthorityofSingapore,responsibleforissuingcurrency.
3.6.1 Trade
Singaporesexternaltradepostedastrong13.2%growthin2006whichwasthesameas2005.The
leveloftotaltradereached$512billionin2006.Thishealthperformancewaspropelledbythe
strongeconomicgrowthinChinaandIndiaaswellastherobustnonelectronicsdemand.
ThetoptradingpartnerisMalaysiafollowedbytheUnitedStatesandChina.Thesethree
countriesrepresentapproximately35%ofSingaporestrade.
Table32:TradePerformance($Billions)
Indicators
TotalTrade
TotalTradeOil
TotalTradeNonOil
Imports
ImportsOil
ImportsNonOil
TotalExports
TotalExportsOil
TotalExportsNonOil
DomesticExports
DomesticExportsOil
DomesticExportsNonOil
ReExports
ReExportsOil
ReExportsNonOil
Source:IESingapore
2005
452.2
73.6
378.6
210.5
37.4
173.2
241.7
36.3
205.4
131.1
33.4
97.7
110.6
2.9
107.7
2006
512.1
90.6
421.4
239.4
46.1
193.3
272.7
44.6
228.1
143.7
37.7
106.0
129.0
6.9
122.1
Growth
13.2%
23.1%
11.3%
13.7%
23.3%
11.7%
12.8%
22.9%
11.0%
9.6%
12.9%
8.5%
16.6%
137.2%
13.4%
Table33:TopTradingPartners($Billions)
Country
Malaysia
UnitedStates
ChinaPeoplesRepof
Indonesia
Japan
HongKong,China
Taiwan
Thailand
Korea,Repof
Afghanistan
SubTotal
Others
GrandTotal
2005
60.7
49.2
42.4
34.3
33.4
27.1
21.9
17.8
17.5
0.01
304.3
147.9
452.2
2006
Growth
66.9
10.1%
57.1
16.0%
53.9
27.1%
39.8
16.1%
34.9
4.4%
31.5
16.3%
24.8
13.3%
20.1
12.9%
19.3
10.0%
0.01
60.2%
348.1
14.4%
163.9
10.8%
512.1
13.2%
Source:IESingapore
Country
TotalTrade
TotalTradeOil
TotalTradeNonOil
Imports
ImportsOil
ImportsNonOil
TotalExports
TotalExportsOil
TotalExportsNonOil
DomesticExports
DomesticExportsOil
DomesticExportsNonOil
ReExports
ReExportsOil
ReExportsNonOil
2005
6.7
0.0
6.7
2.8
0.0
2.8
4.0
0.0
4.0
1.2
0.0
1.2
2.8
0.0
2.8
2006
Growth
10.8
60.2%
0.0
82.5%
10.8
60.2%
4.8
72.5%
0.0
4.8
72.5%
6.0
51.6%
0.0
82.5%
6.0
51.6%
1.3
7.5%
0.0 100.0%
1.3
7.5%
4.7
70.8%
0.0
4.7
70.8%
Source:IESingapore
Singapore'seconomydependsheavilyonexports,particularlypetroleumproducts,foodand
beverages,chemicals,textileandgarments,telecommunicationapparatus,andtransport
equipment,consumerelectronicsandinformationtechnologyproducts.Infact,Singaporeisthe
Table34:AfghanistanasaTradingPartner($Millions)
world'sleadingproducerofcomputerdiskdrives.Althoughelectronicproductsaccountfor60%
ofSingapore'sexports,chemicalsarealsoastrongsourceofrevenue.
Singapore'smainimportsareaircrafts,crudeoilandpetroleumproducts,electroniccomponents,
consumerelectronics,microelectronicsmanufacturingequipment,motorvehicles,chemicals,
foodandbeverages,ironandsteel,andtextileyarnsandfabrics.Singaporeimportsnatural
resourcesandrawmaterials,andthenrefinesthosecomponentsforreexportasfinished
products.Forexample,Singaporeprocessessourcematerialsfromimportsintofinishedelectronic
componentsandrefinedoilexports.
SomeanalystslabelSingaporeasinternationaltrade'sstrategicportwheremerchandiseis
importedandthenexportedwithoutthepaymentofimportduties.
TheFruitIndustry
ImportsoffreshanddriedfruitsandnutsfromtheUnitedStatesexperienceda6percentgrowth
overthelast2years.AlongwithChina,MalaysiaandAustralia,theymakeup60%ofSingapores
importmarket.
MalaysiaandIndonesiaremainedthetopmarketsforreexportsoffruit.Thetwocountries
makeup41%ofthereexports.
Table41:ImportsofFresh&DriedFruitandNuts($Millions)
Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
PrdCode
*0808
*0805
*0802
*0806
*0801
*0804
*0810
*0807
*0809
*0803
*0813
*0811
*0812
*0814
ProductDescription
ApplesPears&QuincesFresh
CitrusFruitFreshOrDried
OtherNutsFreshOrDriedWhetherOrNotShelledOrPeeled
GrapesFreshOrDried
CoconutsBrazilNuts&CashewNutsFreshOrDriedWhetherOrNotShelledOrPeeled
DatesFigsPineapplesAvacadosGuavasMangoesMangosteensFreshOrDried
OtherFruitFresh
MelonsInclWatermelons&Papaws(PaPayas)Fresh
ApricotsCherriesPeachesInclNectarinesPlums&SloesFresh
BananasInclPlantainsFreshOrDried
FruitInclMixturesOfNutsOrDriedFruits
Fruit&NutsWhetherOrNotCookedBySteamingOrBoilingFrozenWhetherOrNotSweet
Fruit&NutsProvisionallyPreservedButUnsuitableForImmediateConsumption
PeelOfCitrusFruitOrMelonsFreshFrozenDriedOrProvisionallyPreserved
SubTotal
Others
GrandTotal
2006
Growth
56.5
5.7%
54.3
3.4%
41.5
99.2%
32.9
3.5%
32.8
27.2%
24.1
7.7%
21.9
45.5%
19.8
4.8%
15.9
17.7%
13.1
2.8%
5.5
17.8%
1.8
18.7%
0.3
15.3%
0.0
24.7%
320.4
0.2%
0.0
320.4
0.2%
Source:IESingapore
Table42:TopFruitTradingPartners($Millions)
Country
2005
Rank Code
1 *US
UnitedStates
59.4
2 *CN
ChinaPeoplesRepof
56.0
3 *MY
Malaysia
43.5
4 *AU
Australia
31.8
2005
53.4
52.5
20.8
31.8
45.1
22.4
40.2
20.8
13.5
12.7
4.7
1.5
0.4
0.1
319.8
0.0
319.8
2006 Growth
59.2
0.3%
56.8
1.4%
41.1
5.4%
34.4
7.9%
5
6
7
8
9
10
45
*ID
*ZA
*TH
*NZ
*PH
*IN
*AF
Indonesia
SouthAfrica
Thailand
NewZealand
Philippines
India
Afghanistan
SubTotal
Others
GrandTotal
33.0
18.9
17.8
8.2
7.8
6.8
0.00
283.1
36.7
319.8
27.2
23.4
20.8
9.0
8.5
5.6
0.02
285.9
34.5
320.4
17.5%
23.6%
16.7%
10.0%
8.5%
17.1%
386.1%
1.0%
6.1%
0.2%
Source:IESingapore
Table43:ReexportsofFresh&DriedFruitandNuts($Millions)
Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
PrdCode
*0801
*0802
*0808
*0806
*0805
*0810
*0813
*0804
*0809
*0807
*0812
*0803
*0811
*0814
ProductDescription
CoconutsBrazilNuts&CashewNutsFreshOrDriedWhetherOrNotShelledOrPeeled
OtherNutsFreshOrDriedWhetherOrNotShelledOrPeeled
ApplesPears&QuincesFresh
GrapesFreshOrDried
CitrusFruitFreshOrDried
OtherFruitFresh
FruitInclMixturesOfNutsOrDriedFruits
DatesFigsPineapplesAvacadosGuavasMangoesMangosteensFreshOrDried
ApricotsCherriesPeachesInclNectarinesPlums&SloesFresh
MelonsInclWatermelons&Papaws(PaPayas)Fresh
Fruit&NutsProvisionallyPreservedButUnsuitableForImmediateConsumption
BananasInclPlantainsFreshOrDried
Fruit&NutsWhetherOrNotCookedBySteamingOrBoilingFrozenWhetherOrNotSweet
PeelOfCitrusFruitOrMelonsFreshFrozenDriedOrProvisionallyPreserved
SubTotal
Others
GrandTotal
2005
36.5
10.2
9.5
8.6
7.8
3.0
2.1
1.4
1.5
1.5
0.5
0.1
0.3
0.0
82.9
0.0
82.9
2006
Growth
31.2
14.3%
11.6
13.8%
9.9
4.9%
9.5
11.2%
8.6
10.5%
3.0
1.2%
2.4
11.1%
1.4
1.1%
1.4
7.8%
0.8
46.4%
0.3
25.2%
0.1
24.4%
0.1
63.3%
0.0
15.2%
80.4
3.0%
0.0
80.4
3.0%
Source:IESingapore
Rank
1
2
3
4
5
6
7
8
9
10
Code
*MY
*ID
*GB
*BN
*NL
*IN
*TR
*RU
*KH
*AE
Country
Malaysia
Indonesia
UnitedKingdom
BruneiDarussalam
Netherlands
India
Turkey
Russia
Cambodia
UnitedArabEmirates
SubTotal
Others
GrandTotal
2005
19.4
14.6
6.7
5.6
3.2
0.3
2.8
2.6
2.0
1.4
58.7
24.2
82.9
2006 Growth
17.2
11.4%
15.6
6.7%
6.8
0.5%
6.1
7.6%
3.4
5.6%
2.8 945.3%
2.5
9.7%
2.2
13.1%
2.0
2.0%
1.5
9.6%
60.1
2.4%
20.3
16.1%
80.4
3.0%
Table44:ReexportsofFresh&DriedFruitandNutsbyCountry($Millions)
10
Table45:ImportsofPomegranates,GrapesandRaisins(MetricTons/$Millions)
PrdCode
*08109090
*08061000
*08062000
ProductDescription
Pomegranates&OtherFruit
GrapesFresh
GrapesDried(Raisins)
2005
Qty
Value
26,919
16.5
12,136
27.2
2,336
4.6
2006
Qty
Value
22,632
14.7
12,166
28.0
2,478
5.0
Source:IESingapore
Table46:TopImportingCountriesofPomegranates&OtherFruit($Millions)
Rank
1
2
3
4
5
6
7
8
Code
*MY
*TH
*US
*NZ
*AU
*VN
*CN
*IL
Country
Malaysia
Thailand
UnitedStates
NewZealand
Australia
VietnamSocRepof
ChinaPeoRepof
Israel
SubTotal
Others
GrandTotal
2005
10.1
6.1
4.9
4.1
3.2
2.5
2.5
2.9
36.3
3.9
40.2
2006 Growth
9.1
9.6%
7.7
26.2%
5.3
8.3%
4.1
0.2%
2.9
8.2%
2.4
3.0%
2.4
5.4%
2.0 30.0%
36.0
0.9%
5.5
39.7%
41.5
3.1%
Source:IESingapore
Table47:TopImportingCountriesofGrapes&Raisins($Millions)
Rank
1
2
3
4
5
6
7
8
9
10
21
11
Code
*US
*AU
*ZA
*CL
*PE
*CN
*IL
*IR
*SA
*EG
*AF
Country
UnitedStates
Australia
SouthAfrica
Chile
Peru
ChinaPeoRepof
Israel
Iran
SaudiArabia
Egypt
Afghanistan
SubTotal
Others
GrandTotal
2005
16.4
8.7
3.6
0.6
0.6
0.3
0.4
0.4
0.1
0.1
0.00
31.2
0.7
31.8
2006 Growth
14.7
10.3%
9.7
12.1%
3.6
0.6%
1.6 169.2%
0.6
0.2%
0.6
95.7%
0.4
8.0%
0.4
12.7%
0.2 194.5%
0.2
69.3%
0.02 1952.6%
32.0
2.6%
0.9
45.2%
32.9
3.5%
MarketingMix
Marketing Strategy
TheFourPsmakeupanorganizationsmarketingmixor
marketingfunction,whichincludeproduct,promotion,
placeandprice.
Product
Product:whatproductareyougoingtoproduceto
satisfyaconsumerswantsandneeds
Promotion:howareyougoingtoadvertiseand
promoteyourproduct
Place:whereareyougoingtosellyourproductand
howareyougoingtodistributeyourproduct
Price:whatpriceareyougoingtosetforyour
product
Price
Target
Market
Promotion
Place
F IGURE 51: M ARKETING M IX
Sections5.1through5.4willgointomoredetailabouteachoftheFourPsandhowtheyrelate
tothefreshanddriedfruitmarket.
5.1
Product
F IGURE 52: P OMEGRANATESFROM

S PAIN

I NDIA

E GYPT
Apartfromthefreshfruit,pomegranatesinSingaporesoldinseveraldifferentways.Theseways
includecutfreshfruit,purepomegranatejuice,mixedpomegranatejuicewithgrapeorcranberry
juice,andpomegranateyogurt.Theseproductsareproducedandmarketedbyseverallocal
companiesincludingMarigoldPeelFresh.Belowaresomephotographsoftheseitems.
Pomegranates
PomegranatesareknownpomegranatesinSingaporeforitshealthbenefitsasanantioxidant.
Localsupermarketpromotionsusetopcelebritiescitingpomegranatesasarichlycolored,
deliciousfruitthatisreveredasasymbolofhealth,fertilityandrebirth.
SingaporeimportspomegranatesfromSpain,India,Egypt,UnitedStatesandAfghanistan.Below
isarepresentationofthepomegranatesfromsomeofthesecountriescurrentlyinthewholesale
market.
12

F IGURE 55: P OMEGRANATE &
C RANBERRY J UICE
F IGURE 56: P OMEGRANATE &

G RAPE J UICE
F IGURE 57: P OMEGRANATE Y OGURT
Grapes
ThetablegrapesvarietiessoldinSingaporeareprimarilyThompsonSeedlessandRedGlobe.
ThesegrapesarefromAustralia,NewZealand,SouthAfricaandtheUnitedStates.
DriedFruit
InSingapore,theconsumptionofdriedfruitasasnackorconsumeddirectly(notinbakedin
bread,etc.)islessthaninIndiaortheUAE,exceptduringRamadanseason.However,the
consumptionoruseofdriedfruits,especiallyraisins,inbakingisveryhigh.
F IGURE 58: T ABLE G RAPESFROM

THE U NITED S TATES
F IGURE 59: R AISINSINTHE P ASIR

P ANJANG W HOLESALE M ARKET
F IGURE 510: N UTSINTHE

V ICTORIA W HOLESALE M ARKET
5.1.1 Quality
13
HighqualitystandardsareessentialtobeabletosellinSingapore.
Ifyoudonthavethequality,itisbetternottoevenshipthe
product.
Pomegranates
Thequalityofthefirsttwocontainersofpomegranatesfrom
Afghanistanwasverypoor.Thepomegranatesarrivedverydirty
withalotofblacksandinsoftwetboxesandtheinnerplastictray
holdingwater.Thefruitwascracked&moldythroughoutmostof
thecartons.Thepomegranatesalsotookanexceptionalamount
F IGURE 511: A RRIVALOF A FGHAN
oftimetounloadandtocleanupbeforesale.
P OMEGRANATES
Thereareseveralexplanationstowhythepomegranatesarrivedlikethis.Theseinclude:
Thefruitwaspackedinopentopedboxes.Thisallowsdirttoenterintotheboxes,aswell
asinvitesthievesalongtheroutetostealthefruit.
2. Theboxesarenotmadeofahighenoughqualityofmaterial.Thecardboardshouldbeof
a5plyflutecorrugatedmaterial.
3. Theboxesweremarkedwithcentimetersizeofthefruit,
thusslowingdowntheunloadingprocess.Theboxes
shouldallhavethesameweight,withonlythevarianceof
thenumberofeachindividualizedfruitinthebox.A
counttableshouldbelargeenoughononesideofthebox
wheretheactualcountshouldbejustticked().Most
buyersaremoreconcernedwithcountversusdiameter
F IGURE 512: C ORRECT C OUNT
sizeofthefruit.
M ARKINGON B OXES
4. Theboxesarrivedverydirtyandthefruitwassoiledin
dirt,aswellasdirtinthebottomofthebox.Thisproblemoccurredthroughthedryland
portionofthejourneyfromAfghanistantoSingapore.Apparently,the42kilometerroad
betweenKandaharandtheborderisunderconstruction,the125kilometerroadbetween
ChamanandQuettaisunderconstructionandfinallythe200kilometerroadbetween
QuettaandKarachiisunderalsoconstruction.Theseroadsarenowmadeofgraveland
dirtandareverydusty.ThetimetotravelfromKandahartoKarachinowtakesmorethan
threedaysinsteadof28hoursinthepast,whichisduetothepoorroadsandthe
reluctanceofthePakistanishippingagentstoexpeditethefruitthroughquicklydueto
political,economical,security(drugsmuggling)reasons.
5. Thefruitarrivemoldy.Somewherealongthetripthefruittookonmoisture.This
probablyoccurredafterthefruitoverheatedfor3daysandthenputintoarefrigerated
containerforshipmentfromKarachitoSingapore.This
condensationhadknowwheretogo,butintoplastic
traysaswater,thusextendingthemoistureproblemfor
evenlongertimes,thereforeresultinginmoldyfruitand
softboxes.Thiscanproblemcanbealleviatedbya)
usingarefrigeratedcontainerfromKandahartoKarachi,
b)usingdifferenttypeofinnermaterial,whichcan
betterabsorbthehumidityplasticlinersaretheworst. F IGURE 513: M OLDY & C RACKED

6. Thefruitarrivedcrackedandblemished.Measures
shouldbetakentoonlyexportthehighestqualityoffruitwithoutinjury,blemishesand
cracks.Oncehighqualityfruitisselected,itisimperativeNOTtouseopentopboxeswith
plasticliners.Cardboardlinersareacceptable,butcrumpled,cut,whitepaperisthebest.
ThehighqualitypomegranatesfromSpainactuallycomeinsealedwoodencrateswiththe
pomegranatescompletelyandtightlysurroundedbysawdust,thusnotlettingthefruitto
moveorbeinjuredintransport.
1.
14
InorderforCenturyGlobaltosalvagethesaleofAfghanpomegranates,priortoeachsale,the
boxesandindividualfruitarecleaned.Thistakesonepersonapproximately6hourstodo.
CenturyGlobalalsorepacksmuchofthefruitinto2pomegranatesealedcontainersforthe
convenientstoremarkets.
Theminimumrequirementsforexportablepomegranatesisthatithasafreshappearance;mature
andsolidinfeel;clean,freefromanyvisibleforeignmatter;freefrompestsaffectingthegeneral
appearanceoftheproduce;freeofdamagecausedbypests;freeofcrackingofskin,mechanical
injury/rubbing,staining;freeofabnormalexternalmoistureexcludingcondensationfollowing
removalfromcoldstorage;freeofanyforeignsmellortaste;freeofanypronouncedblemishes.
Pomegranatesshouldnotbeaffectedbyrottingordeteriorationsuchastomakeitunfitfor
consumption.Pomegranates,ofcourseneedtocomplywiththeresiduelevelsofheavymetals,
pesticidesandotherfoodsafetyparametersbythegovernmentofSingapore.SeeAppendix6.3.
Grapes
Singaporeisaverydemandingmarket.Inordertoexportgrapes
intoSingapore,youhavetocompeteagainstinternationalquality
ofAustralia,NewZealand,SouthAfricaandUnitedStates.
Theminimumrequirementsoftablegrapesrequirethatthe
bunchesandberriesshallbeclean,sound,freeofanyvisible
foreignmatter;freeofpests,affectingthegeneralappearanceof
theproduce;freeofdamagecausedbypestsordiseases;freeof
abnormalexternalmoisture;freeofanyforeignsmelland/or
taste;freeofallvisibletracesofmould:andberriesshallbe
F IGURE 514: T ABLE G RAPESFROM
intact,wellformedandnormallydeveloped.Tablegrapesshall
THE U NITED S TATES
complywiththeresiduelevelsofheavymetals,pesticidesandotherfoodsafetyparameters;have
minimumsolublesolidsof16degreesBrix;haveminimumsugar/acidratioof20:1.SeeAppendix
6.3.Eachbunchofgrapesispackagedinaclearplasticbag,makingitiseasyforthecustomerto
selectandpurchase.
DriedFruit
15
Singaporeiscurrentlyimportingallitsraisinssoldin
supermarketsfromtheUnitedStates.Again,inorderto
compete,thesestandardsmustbeadheredto.TheUSDA
standardsbasedoncolor,sizeandappearanceareSelect;No.1,
No.1.5;No.2.(inorderofbesttoworst).SeeAppendix6.3.
Packagingisgeneralisinconsumersizeplasticbags.Oneofthe
largesupermarketshadaspecialstandtopromoteandsellit
driedfruitinabulkformat.
F IGURE 515: S UPERMARKET

D ISPLAYOF D RIED F RUIT
5.2 Promotion
Thebestpromotionaltoolshouldalwaysbethequalityofthe
fruit,nicelypackagedandtheprofessionalismofthecompany.
However,inthedemandingandcompetitivemarketof
Singaporethisisnotenough.Instorepromotionsforfreshfruit,
suchasinstorepromotion(flyers,raffles,games,
samples/tasting,giveaways[car,TV,etc.]promoters,etc.)which
solidifiestheproductsrelationshipwithitsclientsandboost
salesimmensely.Differenttypeofpackagehasalsobeentested
F IGURE 516: I MPORTER ' S
(i.e.packsof2pomegranatesinclearplasticwrapforconvenient P ROMOTERIN S UPERMARKET
stores,etc.).
Apartfromfreshfruit,otherpomegranateproductsarebeingsoldsuchaspurepomegranate
juice,grapepomegranatejuiceandpomegranateyogurt.
Abrochurepromotingpomegranatejuicehasthefollowingtagline,plusthedescriptivetext:
MarigoldPeelFreshGrapePOMEGRANATEforadeliciousantioxidant
boost!Pomegranatetheantioxidantsuperpower.
TheTruthbehindAntOxidants.Antioxidantsareimportantbecausetheyhelp F IGURE 517:

B ROCHURE
neutralizeoxidants,alsoknownasfreeradicals.Freeradicalsareeverywhere.
Ourbodiesproducethemaspartofnormalmetabolismbuttherearealsomanyexternalsources
suchasairpollution,pesticides,sunlight,smoke,andevenfriedfruit.Freeradicalscaninterfere
withthebodysfunctioningandmayproducedamagethatcanaccumulateovertime.
OnegreatsourceofantioxidantsisMARIGOLDPEELFRESHNoSugarAddedGrapePomegranate.
Onservingcontainsmorethan100%ofyourRDAofVitaminCanimportantvitaminthatactsas
anantioxidant.
ThekeytosuccessinmarketingProAfghanproductsistherelationshipsbuiltbetweenProAfghan
organizationandtheimporters.Itisimportantthatonepersonisdedicatedtothistasktohave
anongoingrelationshipanddoallthenecessaryfollowup.Itispreferablethatthispersonis
actuallybasedinSingapore,whichwouldbeatremendousplustothegrowthofthebusiness.
ThispersonshouldbeofcoursehastobeveryfamiliarwithProAfghanproducts,harvesting,
PomegranateWhatyouneedtoknow?Pomegranatesusedtobeknownasa
fabledfruitbytheGreekgodsandEgyptianKings.Throughouthistory,this
richlycolouredanddeliciousfruithasbeenreveredasasymbolofhealth,
fertility,andrebirth.Preliminaryfindingsfromaroundtheglobesuggestthat
Pomegranateisoneofthenaturesmostconcentratedsourcesofantioxidants.
Sweetandtart,thefleshyburgundybulbisnowoneofthetrendiestandmost
popularfruitinthemarket.
16
packing,transportationandallth
helogisticala
andadminisstrativestepssinvolvedin
nexportation
n.
MonthlycostsinSing
gaporeforbu
udgetingpurrposesare$11,000forofficcerental,$2,,000for
apartmen
ntand$2,000
0foracar.R
Recommend
deddriverisA
AndrewLim
m,ClassicSilvverStar,
Singapore(65)96839
9545,taxi880
00@yahoo.co
om.
Thereareeseveraltrad
deshowsinS
Singapore.O
Oneshowthaatisrecomm
mendedbyth
heimporterssis:
Food&HotellAsia2008
C
Country:Sing
gapore
D
Date:22/04/2
200825/04//2008
O
Organiser:As
ssociation&IMAPEventts
C
ContactPerso
on:SingaporreManufactu
urers'Federaation
T
Telephoneno
o:68263000
Faaxno:(65)6
68228323
Emailaddresss:hq@smafe
federation.orrg.sg
5.3
Pl ace
Freshand
ddriedfruitdistribution
nintheSingaaporeisacomplex
systemoffmovinggoo
odsfromtheeforeigngrow
werstothe
consumeer.Itincludesssuchelemeentsaswareh
housingand
transporttation,andin
nvolvesanu
umberofpartticipants,fro
om
producerrsandprocesssors,exportters,importeers,distributors,
salesreprresentatives,,andretailerrstoconsum
mers.Thissecction
describesstheprimaryychannelsan
ndkeyplayeersinthe
distributiionoffoodp
productsand
dshouldhelp
pdevelopab
basic
understandingoffooddistributio
onchannels,methodsan
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Thedrawingonthebelow
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nels.
players.T
F IGURE 5119: F RESH & D RIED

R
F RUITAND
D N UTS V ALUE C HAIN
177
Growers
UFFGK
DFEAK
Other
USAID
Projects
Exporter(s)
Quality
Controla
and
Standard
ds
Packing
Expertisee
Logistics
OC
COC,MO
Importerr(s)
Singapore
HongKong
Thailand
Malaysia
Indonesia
F IG
GURE 518: F IN
NALCONSUMERS
SIN
S IN
NGAPORESUPE RMARKET
Wholesaler
Distributors
M
Market
K
Knowledge
Several
S
T
Typesof
C
Customers
Retailers
Supermak
kets
FoodServiice
Street
Markets
ProAfgh
hanOrganizaation
AsyoucaanseeinFigu
ure59,thephasesbegin
nwiththeGrower,follow
wedbytheE
Exporter(s),t
then
theImpo
orter,theDisstributor,theeRetailer(su
upermarkets,foodservice,etc.)ande
endswithth
he
Customer.Thevalueechainissup
pportedineaachandeverryphasebyt
theProAfghaanorganization.
gisadescrip
ptionofeach
hofthephasses.
Following
5.3.1 Growers
Growersaretheproducersofthefreshordriedfruit.Thesegrowersareclusteredintodifferent
growerassociationsdependingontheirproductsandsupportedbytheirrespectiveUSAID
projects.Unifiedtechnicalassistancesthroughtherespectiveagenciestothefarmersshouldbe
monitoredbyProAfghanorganization.ItisimportantthattheProAfghanorganizationworks
withseveralGovernmententities,suchasCOC,MOC,ExportPromotionAgency,etc.and
coordinatetheattendanceandparticipationininternationaltrademissionstofindnewmarkets
andinternationaltradefairs.
5.3.2 Exporter(s)
Inorderforthisprojecttowork,itisimperativethatanAfghanexporter(s)isusedtoinsurethat
onevoiceandconsistentqualityproductisprovidedtotheimporter.TheroleoftheAfghan
exporterswillbetopurchasethefruitfromthegrowers,sortthefruitbyquality,packthefruit
andshipandsell(orsellonconsignment)thefruittotheimporter.Theexporterwillhavethe
necessarypersonneltoprovidealltherequiredfunctions,suchasgrowerlogistics,qualitycontrol,
purchasingofboxesandmaterials,airandlandshipping,phytosanitaryandcustomsprocessing,
marketingandbrandmanagement,accountspayableandreceivable,accountingand
administrationandinterfacingwiththeimporter.TheProAfghanorganizationwillbesupporting
andmonitoringalloftheseimportantfunctions.
5.3.3 Importer(s)
Finding the right importer is vital for this project. Through investigation, recommendations of
wholesalers and market authorities, personal meetings, reference checks, etc., several importers
candefinitelyfilltheroleforthis.
CenturyGlobalPteLtd
CenturyGlobalPteLtdwasfoundedin2002bythreepartnersexperiencedinthefreshfruittrade.
These partners are Francis Chua, Peter Chong and a Honk Kong Investor. Mr Chua and Mr
Chongareinvolvedinmanagementandhandlethedaytodaybusiness.
The company is located out of the wholesale market, but is conveniently located in a food
warehousedistrictclosetotheseaport.Theyhave4largecoldstoreroomswithshelvestostack
the pallets 3 high, loading docks, and resorting/packaging rooms. The company is actually re
packing the persimmons from bulk shipping containers to small plastic storeready packaging
Importersareveryimportant.Importersplaceoriginalordersandtakepossessionofgoodsatthe
border. Importers buy products from several sources, thus providing their customers
(wholesalers,distributorsandlargeretailers)withanarrayofproductsovertheentireyear,not
justtheseasonofonecountry.Also,theimporterhastheabilitytobuycontainerloadsofcertain
products, unload the containers in their own cold storage facilities, and provide mixed (several
different products) loads to their customers both locally and throughout the region. Importers
shouldbestrategicallylocatedinHongKong,Thailand,Malaysia,IndonesiaandSingapore,with
thestrategicmarketinghubbasedinSingapore.
18
withtheirownbrandlabels.CenturyGlobalprefersthislocation,
because there activities (inventory levels, repacking, etc.) go
unnoticedbythewholesalersorbuyers.
Currently the company has annual sales of over $17 million
importing over 30 products from some 30 countries. Their
biggestsellersareDragonFruit(250containers)andWashington
Apples(75containers).
F IGURE 520: R E PACKING D RIED
Century Global focuses on only the big clients, providing F RUIT

individualized service. They sell to the 6 large supermarkets chains (NTUC: 80 stores, Cold
Storage:75stores,Singsong:25stores,Carrefour:2stores,Mustafa:2stores,Media:1store,etc.)
and30wholesalers.CenturyalsoreexportstoitspartnersinHongKong,Thailand,Malaysiaand
Indonesia.
Thecompanysstrengthanddifferentiationfromitscompetitorsisitsrelationshipwithitsclients.
Unlike the other importers, Century Global provides instore promotion (flyers, raffles, games,
samples/tasting, giveaways [car, TV, etc.] promoters, etc.) which solidifies its relationship with
its clients and boost sales immensely. For example with the persimmons, Century invested
$70,000inmarketingtosell$1.24millioninfruit(astorepromotercostsapproximately$25/day).
Thisimportergetsrightintothesupermarketstopromotetheproductto"pulls"hissalesthrough
thevaluechain.Thisismuchmoreeffectivethanpushingitthroughthesystem,likemostdo.
CenturyGlobaliskeentocontinueworkingwithproductsfromAfghanistan.CenturyGlobalis
requesting that samples of other products with detailed product description sheets are sent to
them, so they can analyze the products and determine the viability in Singapore and the
surrounding Southeaster Asian markets (Hong Kong, Thailand, Malaysia, Indonesia). It is
recommendedthatafollowuptripshouldbeconductedtothesemarketsafterthesampleshave
beenreceivedtogeneratefuturesales.
Followingisthecompanyscoordinates:
19
CenturyGlobalPteLtd
15EnterpriseRoadSingapore629826
Tel:(65)62663512(65)62663513
Fax:(65)62663513
Email: francis.chua@centuryglobal.com.sg
Contact:MrFrancesChua
HupcoPteLtd
F IGURE 521: M R C HUAAND M R

E WALD
Hupcowasfoundedin1974andimportsfreshfruit,driedfruit,vegetablesandorganicfoodsfrom
27countries.Theyhaveover400customersincludingthesupermarketsNTUC,ColdStorageand
Carrefaur.TheprincipleisthepresidentoftheImporter'sAssociationandtheSingaporeChinese
ChamberofCommerce.
The company has a large presence in the Pasir Panjang Wholesale Center and a cold storage
facility which has a capacity of 70 containers. Next to the cold storage facilty, Hupco plans to
build a processing plant which will cut open the pomegranates, which will make this product
easiertosellinthelocalmarket.
Hupco is currently importing 10 containers of pomegranates from India and a few boxes from
Egypt.HesaidthathewouldalsoimportafewcontainersfromSpain.
HupcoisverywellpositionedinSingaporeaswellasSouthAsia.Theyhaveanetworkofcontacts
inIndonesia,MalaysiaandThailand.ThepresidentofHupcostatedthatthereismuchinterest
forpomegranatesinthesecountries,andwouldliketohelpusdevelopthesemarketsaswell.A
followuptripwillbeneededbyustoexplorethesemarkets.
Hupco is interested in pomegranates, table grapes, melons, raisins, vegetables and organic
productsfromAfghanistan.
F IGURE 522: H UPCO ' SOFFICEIN

P ASIR P ANGJAN W HOLESALE C ENTER
KianSengFreshProducePteLtd
KianSengisanimporteroffreshfruitfromallovertheworldandarelocatedinthePandanLoop
Wholesale Market. They are primarily focused in apples and grapes and do import some
pomegranates from Spain. Their shipments from Spain will begin on November 15th. They are
interested in pomegranates, but would have to receive samples first. They do not handle dried
fruitorvegetables.
KianSengFreshProducePteLtd
230APandanLoop
Singapore128416
Tel:(65)67768566
Fax:(65)67752577
Email:ksfppl@singnet.com.sg
Contact:MrQuekSinHien
HupcoPteLtd
Blk20PasirPanjangWholesaleCentre#01136
Singapore110019
Tel:(65)67762188
Fax:(65)62668899
Email:hupcohch@singnet.com.sg
URL:www.hupco.com
Contact:MrTayKhiamBack,PBMandDanielTay
20
SkyFreshFruitsImp.&Exp.PteLtd
SkyFreshhandlesprimarilytropicalfruitandsomeapples.Theyarestrategicallylocatedinthe
PasirPanjangWholesaleMarket.Theyareinterestedinpomegranates,butwouldhavetoreceive
samplesfirst.Theydonothandledriedfruitorvegetables.
SkyFreshFruitsImp.&Exp.PteLtd
Blk24PasirPanjangWholesaleCentre#01191
Singapore110024
Tel:(65)67779559
Fax:(65)67795335
Email:skyfreshfruits@pacific.net.sg
Contact:MsElaineS.L.Lee
ItisrecommendedtoinitiallyonlysendsamplestoCenturyGlobal.Priortosendingthesamples,
itisimportanttogivethempriornoticesotheyarereadyfortheshipment.Theywillneedto
knowthecoordinatesoftheexporterandwhatproductswillbeshipped.Adetailedproduct
descriptionsheetshouldalsobesent.Aftersendingthesamples,itisimportanttofollowupin
persontomakesaleswitheachimporter.
Importing
Asafreeportandanopeneconomy,Singaporemaintainsoneofthemostliberaltradingregimes
intheworld.NinetyninepercentofallimportsintoSingaporecomeindutyfree.
Valuation for customs purposes is based on the Customs Valuation Code (CVC). The primary
basis for Customs value is the transaction value of the imported goods when sold for export to
Singapore. Exporters are expected to ensure that the declared values of goods for customs
purposesarecorrect.Cost,insurance,freightandotherincidentalchargesaretakenintoaccount.
Singapore Customs imposes severe penalties on traders try to evade duty. Special labeling is
requiredforfoods,drugs,liquors,paintsandsolventsindicatingcontent,countryoforigin,and
thenameandaddressofmanufacturerorvendor.
21
When trading in Singapore, it is important to note that price, quality and service are the main
sellingfactors.ProspectiveexporterstoSingaporemustbeawarethatcompetitionisstrong,and
that buyers and consumers expect good aftersales service. Major department stores and retail
chainsofferfixedpricemerchandise,andpricingisverycompetitive.Credittermsareexpected,
asarepaymentdepositsforgoodspromised.
Singapore is the first country to implement a nationwide Electronic Data Interchange (EDI)
system for trade administration that allows trade declarations to be submitted, processed and
approvedinasingleapplication.ItisthisefficiencyinthetradeprocessesthatmakesSingapore
an attractive trading partner. The Singapore TradeNet is an excellent source of information on
our import/export regulations, product codes and trade procedures as well as a platform for
online transactions with our trading and customs agencies. For information on our port and
maritimeservices,youcanvisittheSingaporeMaritimePortal.
ImportRequirements
Imports of all goods into Singapore are required to be covered by the appropriate permit,
includingcontrolledandnoncontrolleditems.Theimporterwilltakecareofobtainingthis.
UnlesstheimportedgoodsareforstorageinalicensedwarehouseorFreeTradeZone(FTZ),or
imported under the Zero GST Warehouse Scheme (ZGS), or under the Major Exporter Scheme
(MES),thereforesuspendingtheGSTand/ordutyatimportationstage,thestandardGSTofseven
percent(7%)ofthedeclaredimportvalueoftheproductmustbepaidatthetimeofimportation.
TheimporterhastoobtaintheImportPermitspriortotheimportofgoodsintoSingaporeforall
four transport modes. For Full Container Load (FCL) and Less than full Container Load (LCL)
cargoes, the container number(s), place of release, place of unstuffing, place of receipt, place of
application for unstuffing and type of premises for unstuffing must be declared in the import
permitapplications.
Theshippingdocumentsrequiredbytheexporterareasfollows:
AirwayorSeawayBillofLading
Invoice
PackingList
PhytoSanitaryCertificate
DeclarationofOrigin
InlandRevenueAuthorityofSingapore
ComptrollerofGoodsandServicesTax
55NewtonRoad,RevenueHouse
Singapore307987
Tel:(65)18003568633Fax:(65)63513553
Email:gstge@N0SPAM.iras.gov.sg3
Website:http://www.iras.gov.sg1
SingaporeCustoms
55,NewtonRoad#0801RevenueHouse
Singapore307987
Tel:(65)63552000Fax:(65)62508663
Email:customs_documentation@N0SPAM.customs.gov.sg4
Website:http://www.customs.gov.sg/2
Contact:Mr.CHEAHTuckMeng,DeputyHead,(ProceduresandProcessingBranch)
Formoreinformation,pleasecontactthefollowing:
22
5.3.4 Distributors
Distributorsprovidewarehousing,logisticalandtransportationservicesfortheretailers.The
distributorpicksupthefruitfromtheimporteranddeliversittotheirclients.
Infrastructure
Free Trade Zones/Warehouses Singapore has seven Free Trade Zones (FTZ); six for seaborne
cargoandoneforaircargo(SingaporeChangiAirport),withinwhichawiderangeoffacilitiesand
services are provided for storage and reexport of dutiable and controlled goods. Goods can be
stored within the zones without any customs documentation until they are released in the
market,andtheycanalsobeprocessedandreexportedwithminimumcustomsformalities.
The FTZ's at the port facilitate entrept trade and promote the
handling of transhipment cargo. They offer free 72hour storage
for import/export of conventional and containerized cargo and
14dayfreestoragefortranshipment/reexportcargo.
ThePortAuthorityofSingapore(PSA)isthesinglelargestowner F IGURE 523: P ASIR P ANJANG
D ISTRIPARK
of warehouse space in Singapore, managing over 500,000 sq.
meters of space. It manages the Tanjong Pagar, Alexandra and
Pasir Panjang Distriparks. Located close to the port and within
easy reach of the airport and Jurong Industrial hub, the PSA
distriparks are home to many established multinationals. The
distriparksinvaryingdesignsandsizes,catertoahostofCentral
DistributionCenteroperators,manufacturers,traders,forwarders
andothers.
F IGURE 524: P ASIR P ANJANG
23
Pasir Panjang Wholesale Centre (PPWC) is renowned in W HOLESALE C ENTRE

Singaporeforitscongregationofwholesalersinthevegetableand
driedfoodtrade,tradinginfreshvegetables,fruitsanddriedfood
atwholesaleprices.Convenientlylocatedinthecentralwestpart
of Singapore, the centre is easily accessible via the West Coast
Highway, the East Coast Expressway (ECP) and is within close
proximity to the city, business district area, neighboring centers
andtowns.LesserimportantwholesalemarketsarethePandan
LoopandtheVictoriaStreetWholesaleCentres.
TradeAgreements
F IGURE 525: V ICTORIA S TREET

W HOLESALE C ENTRE
Trade AgreementsAsa nationwithasmalldomesticmarketthatdependsonimportsforfood,

energy and industrial raw materials, Singapore places the highest priority on the multilateral
tradingsystemembodiedbytheWorldTradeOrganization(WTO).AsamemberoftheWTO,
Singapore believes that the WTO can provide a stable framework for developing sound
multilateral rules which ensures that goods and services can flow freely with minimum
impediment. Singapore has practically no barriers to the free flow of goods in and out of the
country. The primary objective of Singapore's trade policy is to guard its trading interests by
ensuringafreeandopeninternationaltradingenvironment.
In tandem with its staunch support of the WTO, it strongly advocates that trade efforts
undertaken in the regional context such as APEC, ASEM and ASEAN (Association of Southeast
Asian Nations) as well as under bilateral Free Trade Agreements (FTAs) accelerate the
momentumoftradeliberalizationandstrengthenthemultilateraltradingsystem.Ithasactively
pursuedanumberoflegallybindingarrangementswithtradingpartners.ASEANispreparinga
roadmapforanASEANEconomicCommunityby2020thatwillcreateasingleenlargedmarketof
550millionpeople.
SingaporehasconcludedFTAswiththeU.S.,ASEAN,Australia,EuropeanFreeTradeAssociation,
Hashemite Kingdom of Jordan, India, Japan, South Korea, Panama and with Brunei, Chile and
New Zealand under the TransPacific SEP (Strategic Economic Partnership) Agreement. FTA
negotiationsareongoingwithBahrain,Canada,Egypt,Mexico,Pakistan,Peru,SriLanka,Stateof
Kuwait,StateofQatarandtheUAE(UnitedArabEmirates)andtheGulfCooperationCouncil.
5.3.5 Retailers
TheSingaporesupermarketscene,withitsexpansionto250+stores,nowincludesHypermarkets
withinitsclassification.Thisnewsectorincludestwoplayersatthistime,cateringtoan
increasingnumberofcustomerswhoappreciatethewiderarrangementandchoiceof
hypermarketshopping.Evenwithinthecategoryofsupermarket,therehasbeenanincreasein
thefocusoftargetmarketlevelsthatrangefromupmarkettodiscountformat.Theplayers,their
storenumbersandmarketsarelistedbelow.Theconnectionsbetweenstoresarealsohighlighted.
Theyarepresentedinalphabeticalorder.
Hypermarkets:
Carrefour
ThiswellknownhypermarketfromFranceispresentin31countriesaroundtheworldand
enteredtheSingaporescenewithinthelastfouryears.Knownforitsdeeppockets,this
hypermarketdidnotexpandquicklytoadditionallocationsandremainedwithitsone(1)flagship
storewithinthecentralbusinessdistrictsinceinception.Itsbroad,internationalvarietyoffood
andbeverageproductsstemsmostlyfromEuropean,andpredominantlyFrench,sources.It
secondstoreinPlazaSingapura,attheheartofoneofthenewpublicmasstransitinterchangesin
thecentralcityandshoppingarea.
Retailersinterfacewiththeendcustomer.Retailersincludespecialtyfoodstores,streetmarkets,
supermarkets,restaurantsandhotels.
24
CarrefourSingaporePteLtd
3TemasekBoulevard#01043
SuntecCityMall,Singapore038983
Tel:+6563336868
Singapore@carrefour.com
F IGURE 526: C ARREFOUR
Giant
Giantoffersawiderangeoflocalmerchandiseandawetmarketenvironment.Followingthe
successfullaunchofthisformatofstoresinMalaysia,Giant,semphasisofitsstoresis"Ethnicand
Fresh".Therearepresentlysix(6)hypermarketstoresinSingapore,openedinrelativequick
succession.Giantisa100%ownedcompanyoftheDairyFarmGroup,whoalsoownColdStorage
(G,valueandJason,sdescribedbelow).DairyFarmGroupalsoowns7ElevenConvenienceStores,
aswellasGuardianPharmaciesacrossSingapore.
GiantHypermarket
2JurongEastStreet21
#01100IMMBuilding
Singapore609601
Tel:(65)65654700
Fax:(65)65655431
Supermarkets:
F IGURE 527: G IANT S UPERMARKET
ColdStorage
25
Asoneofthefirstsupermarketstoestablishitselfontheislandstate,andinoperationsince1903,
ColdStorageSingaporeisnowwhollyownedbyDairyFarmGroup.Itoperates75outletsaround
thecountry.Thechaintakestheleadinsettinghighstandardsinfreshfoodhandlingin
Singapore(TheFreshFoodPeople)throughitsdistributioncentre.Thereareoutletsunderthe
ColdStoragelabel,Jason,sstorewhichispositionedasmoreofa"purveyoroffinefoodandwine",
MarketPlacestoreswhichcatertotheupperincomemarkets,andG,Valueshops,whichhave
beenpositionedtotargetlocalvalueconsciousresidentslookingforeverydayneeds.
ColdStorageSingapore(1983)PteLtd
1SophiaRoad#0638
PeaceCentre,Singapore228149
Tel:(65)63372766
Fax:(65)63390398
www.coldstorage.com.sg
F IGURE 528: C OLD S TORAGE
NTUCFairPrice
Intheearly1970s,theNationalTradesUnionCongress(NTUC)
launcheditsfirstsupermarketcooperative.Sincethattime,with
themissiontostabilizethepricesofessentialconsumer
products,NTUCFairPricehasexpandedto80outlets.Thisis
inclusiveoftwo(2)LibertyMartstores,anupmarket
supermarketformat.In2002,FairPricebuiltacentralfreshfood
distributioncentertoincreasecostsavingsoverthelongterm.
FairPricecontinuestohavethehighestnumberofoutlets
positionedthroughoutallareasofSingapore.
NTUCFairPriceCooperativeLtd.
680UpperThompsonRoad
Singapore787103
Tel:(65)64560233
Fax:(65)64575670
www.fairprice.com.sg
F IGURE 529: NTUC F AIR P RICE
ShopNSave
ShopNSavePteLtd
No.48GeylangLorong21
#0401TaiThongHungBuilding
Singapore388464
Tel:67469188Fax:68427488
www.shopnsave.com.sg
Email:sns@shopnsave.com.sg
ShengSiong
ShengSiongcaterstothe"heartland"ofSingapore,thehighly
populatedresidentialareasofthecountry.Assuggestedbyits
name,ShengSiongcatersmoretolocalfareandtastes.Aminor
playerinthesupermarketscene,thecompanyhas25outletsin
Singapore.
F IGURE 530: S HENG S IONG

S UPERMARKET
ShopNSaveopeneditsfirstdiscountsupermarketin1994.Withthemissionof"GreatValue
Always"ShopNSavehasexpandedusingitsmajordiscounterentryposition.Thecompanynow
has35outletsaroundthecountry.QAFLtdandDelhaize"TheLion"Grouparebothownersin
thissupermarketchainandarelookingtoexpandaggressivelyintotheregionalmarket.
26
ScheduleofListingFees
SingaporeisthefirstcountryintheSoutheastAsianregiontoimplementslottingfees.Whilenot
allsupermarketspracticethisfeestructure,twoofthebiggestsupermarketplayers,ColdStorage
andNTUCFairPricedo.Belowareexamplesofslottinglistingfeesthatgiveanexampleofthe
potentialcostsforproductsbeingbroughttoSingapore.
ColdStorage
NewProduct(VendorListingFee)S$2500
FirstProductS$80/store
ProductVariantS$30/store
ProcessingFeeS$200
NTUCFairPrice
ProcessingFee:
PerproductS$300
PeradditionalvariantS$30
PerfestivalproductS$80
(exclusiveof4%GST)
5.4 Price
Thelast,notthefirstconsiderationforanymarketisprice.
Priceiscompletelydependentuponsupplyanddemand.To
maintainthehighestpricespossible,itisveryimportantto
havethePomegranatesarrivetoSingaporepriortoNovember
15thorbeforethepomegranatesfromSpaincomein.
27
F IGURE 531: R ETAIL S PECIAL P RICE

OF A FGHAN P OMEGRANATES
TheimporterpriceforpomegranatesfromSpainis$26per10kilogrambox($2.60/kilogram)and
theretailpriceis$50perboxor$5.00/kilogram.TheimporterpriceforpomegranatesfromIndia
is$7per5kilogrambox($1.40/kilogram)andtheretailpriceis$20perboxor$4.00/kilogram.The
importerpriceforpomegranatesfromEgyptis$12per5kilogrambox($2.40/kilogram)andthe
retailpriceis$20perboxor$4.00/kilogram.TheretailonsalepriceforAfghanpomegranates
wasS$0.39per100grams($2.70/kilogram)and$4.50/packetinconvenientstores
($5.00/kilogram.ThepomegranatesimportedfromtheUnitedStatesweresellingatthesame
price.
Importersarepaying$30perboxfora9kilogrambox($3.34perkilogram)oftablegrapesfrom
theUnitedStates.Thewholesalepriceisbetween$40and$50perbox($4.44to$5.55per
kilogram).Theretailpriceis$0.38$0.70per100grams($3.80$7.00perkilogram).
Thewholesalepriceofraisinsisbetween$6.50and$8.00perkilogrambag($13to$16per
kilogram)andthewholesalepriceofnutsisbetween$12and$15perkilogram.
6 Appendix
6.1
Importers
Address
CenturyGlobalPte 15EnterpriseRoad
Ltd
Singapore629826
101FreshFruits
Trading
Blk336SmithStreet
#01300/301New
BridgeCentre
Singapore050336
AhHengCompany Blk7PasirPanjang
WholesaleCentre
#01232Singapore
110007
AhHoFruit
230APandanLoop
TradingCo
#0313Singapore
128416
AriesFreshPteLtd Blk10PasirPanjang
WholesaleCentre
#01417Singapore
11001
BanChoon
Blk21PasirPanjang
MarketingPteLtd WholesaleCentre#
01142Singapore
BeeSengFruit
Blk25PasirPanjang
SupplyPteLtd
WholesaleCentre#
01200/201Singapore
110025
BeneluxFlowers& 245PandanLoop
FoodPteLtd
Singapore128428
BrightGarden
CF128SeletarWest
Farmway10
Singapore790000
ChanSengHeng
230APandanLoop
PteLtd
#0305Singapore
128416
CHCFruitsPteLtd 230APandanLoop
#0316Singapore
128416
ChiaTeckShun
Blk13PasirPanjang
FoodImpexCo
WholesaleCentre
#01612Singapore
110013
Telephone
Email
Contact
Person
(65)62663512 francis.chua@centu MrFrances
(65)62663513 ryglobal.com.sg
Chua
(65)63232101
alun101@pacific.net
.sg
MrAlunChow
MrYeoEng
Tong
(65)8423644
(65)67736860 ahho@email.com
(65)67736273
MrTanHeng
Wan
ariesf@singnet.com
.sg
MrOngKhim
Hwa
(65)67777333 banch@singnet.co
m.sg
MrTanChin
Hian
(65)67748108 beeseng@email.co
m
MrSeahChong
Sing
(65)67796890 sale@beneluxprodu
ce.com
MrNgHai
Chuan
02073382114
MrOngHock
Beng
bright@email.com
(65)67736128 chanshpl@yahoo.c
om.sg
MrTayHau
Teck
(65)67736880 chithong@email.co
m
MrTanChor
Wah
(65)67796622 ctsfood@singnet.co
m.sg
MrChiaChong
Peow,
CompanyName
28
CompanyName
Address
Telephone
ChiaYongJoo
TradingPteLtd
ChiapSeng&Co
PteLtd
ChiaYongJoo
TradingPteLtd
No31HongKong
StreetSingapore
59670
Blk7PasirPanjang
WholesaleCentre#
01234Singapore
110007
Blk11PasirPanjang
WholesaleCentre
#01579Singapore
110011
219SyedAlwiRoad
Singapore207778
(65)67789276
ChiewSeng
TradingCompany
ChoongGuan
HengMerchandise
ChopKhimTeah
Blk6PasirPanjang
WholesaleCentre#
01226/227
Singapore110006
ChopSanHuat
Blk6PasirPanjang
WholesaleCentre#
01216Singapore
110006
ChuaChuanHong Blk11PasirPanjang
Fruits&Vegetables WholesaleCentre
#01576Singapore
Wholesaler
110011
Blk20PasirPanjang
ChuaSiaHeng
WholesaleCentre#
FreshFruitsPte
01139Singapore
Ltd
110020
CTVegetables&
13WestCost
FruitsPteLtd
HighwaySpore
117866
GreatwayHoldings 58SouthBridge
PteLtd
Road#0200
Singapore58689
HaiLianEnterprise Blk6PasirPanjang
WholesaleCentre#
01222Singapore
110006
HaoYun
Blk17PasirPanjang
Foodstuffs
WholesaleCentre
#01117Singapore
110017
ChopNamHuat
29
Email
(65)65354036 cseng@singnet.co
m.sg
Contact
Person
MrChiaSong
Hoe
MrLeeChoon
Giart
(65)67797529 chiewseng@email.c
om
MrKohAhTee
(65)67773316 choongguan@emai
l.com
MrLiLineng
(65)62987553 chopkhim@email.c
om
MrLimKok
You
(65)67794988 jolimcnh@singnet.
com.sg
MrJohnA.K.
Lim
(65)67762782
8
chua@email.com
MrTanPak
Nang
(65)67793146
chuanhong@email.
com
MrChua
ChuanHong
(65)67788222 cshffpl@singnet.co
m.sg
MissAnnie
Goh
(65)67792694 ctveg@singnet.com
.sg
MrTeoKian
Lam
(65)65325333
MrPatrickNg
greatway@starhub.
net.sg
(65)67781884 ltcfood@singnet.co
m.sg
MrTonyLim
HockKee
(65)68748722 haoyun@email.co
m
MrLauHua
Kiong
CompanyName
Address
Telephone
HengGuanSeng
KeeTradingPte
Ltd
(65)67786155 hgsk@pacific.net.s
g
MrChooNgian
Tang
(65)67762458 hengkee@email.co
m
MrTang
KhoongPoh
(65)
67794089
MrJerryTan
SoonHuat
KianSengFresh
ProducePteLtd
Blk6PasirPanjang
WholesaleCentre#
01218/219Singapore
110006
Blk10PasirPanjang
WholesaleCentre
#01454/453
Singapore110010
Blk11PasirPanjang
WholesaleCentre
#01570Singapore
110011
3791,JalanBukit
Merah,E
Centre@Redhill#06
09Singapore159471
Blk20PasirPanjang
WholesaleCentre
#01136Singapore
110019
230APandanLoop
Singapore128416
KwekSumChuan
FruitPteLtd
230APandanLoop
Singapore128416
HuLeeImpexPte
Ltd
HuihaiHoldings
HupcoPteLtd
LaiHongFruits
Trading
Blk18PasirPanjang
WholesaleCentre
#01126Singapore
110018
LeeYeeHeng
230APandanLoop
TradingCo
#0312Singapore
128416
LianHupCo.
230APandanLoop
(1978)PteLtd
#0304Singapore
128416
MohSengHupKee Blk21PasirPanjang
PteLtd
WholesaleCentre
#01144Singapore
110021
SatoyuTradingPte Blk24PasirPanjang
Ltd
WholesaleCentre#
01187/188Singapore
110024
Contact
Person
hlimpex@singnet.c
om.sg
(65)62710812 huihai@email.com
MrLowSiu
Wah
(65)67762188 hupcohch@singnet
.com.sg
MrTayKhiam
Back,PBM
(65)
67768566
MrQuekSin
Hien
ksfppl@singnet.co
m.sg
(65)67796733 enquires@kweksu
mchuan.com.sg
MrKwekSum
Chuan
(65)67740522
(65)67745886
MrYeoCheng
Hong
(65)67753587 lee@email.com
(65)67752432
MrLeeYee
How
(65)67777950 lianhup@email.co
m
MrChuaSwee
Boo
(65)67740815 msbk_singapore@h
otmail.com
MrSiowKek
Song
(65)67767721
MrTonyChan
satoyu@email.com
HengKeeTrading
AndFoodSupplier
Email
30
CompanyName
Address
Telephone
SeasonalProduce
(S)PteLtd
1JalanKilangTimor
#0705PacificTech
CentreSingapore
159303
Blk19PasirPanjang
WholesaleCentre#
01132Singapore
110019
Blk24PasirPanjang
WholesaleCentre#
01191Singapore
110024
(65)67568859 spch@seasonal.co
m.sg
MrJohnAng
EngLim
(65)67777478 singafresh@pacific.
(65)67777478 net.sg
MrSimThong
Cher
(65)67779559 skyfreshfruits@paci
fic.net.sg
MsElaineS.L.
Lee
230APandanLoop
Singapore128416
(65)67768700 soonseng@email.co
m
MrChong
Fong
Blk25PasirPanjang
WholesaleCentre#
01193Singapore
110025
338GWestCoast
RoadSingapore
127399
Blk18PasirPanjang
WholesaleCentre#
01124Singapore
110018
Blk26PasirPanjang
WholesaleCentre#
01208Singapore
110026
Blk9PasirPanjang
WholesaleCentre#
01280Singapore
110009
Blk25PasirPanjang
WholesaleCentre#
01192Singapore
110025
230APandanLoop
#0209Singapore
128416
(65)67748565 tan@email.com
MrTanMeng
Song
SingaFreshPte
Ltd
SkyFresh
SoonSeng(Hup
Kee)FruitTrading
Co
TanSangHuat
TanVegetable
Supplier
TeckKee
Thygrace
Marketing
TotalFresh
31
UniFruitvegPte
Ltd
WeeHengHup
KeePteLtd
Email
Contact
Person
(65)67784833 tanvege@email.co
m
MrTanKwee
Huat
(65)67786913 teckkee@email.co
m
MsPatricia
Pang
MrKelvinChye
QueeAnn
qachye@pacific.net
.sg
(65)67744566 totalfresh@pacific.
net.sg
MrSeetTai
Chai
(65)67792023
8
unifruitveg@pacific
.net.sg
MrLimKwang
Eng
(65)67782272 whhkpl@pacific.ne
t.sg
MrTangSeOh
CompanyName
Address
Telephone
WiseFresh
MarketingPteLtd
Blk23PasirPanjang
WholesaleCentre
#01176/178
Singapore110023
Blk21PasirPanjang
WholesaleCentre#
01140Singapore
110021
Blk13PasirPanjang
WholesaleCentre#
01610Singapore
110013
Blk13PasirPanjang
WholesaleCentre#
01600Singapore
110013
Blk6PasirPanjang
WholesaleCentre
#01228Singapore
110006
(65)67792922
YeoHuatLeePte
Ltd
YongChoon
MerchandiseCo
YongHupHeng
(Imp&Exp)Co
YongSoonHiang
KeeFruits&
VegetableTrading
Email
MrPang
ChoonJin
(65)67795988 yeo@email.com
Contact
Person
MrYeoSork
Meng
yong@email.com
MrPoonTeck
Hong
(65)67791006 yyh@pacific.net.sg
MrSimSong
Teng
(65)64711529
MrChanYong
Choon
yongsoon@email.c
om
6.2 ImportantLinks
http://business.gov.sgEnterpriseOneisaGovernmentbasedwebsitetofindandlearnabout
Governmentlaws,regulations,assistance,licencesandpermitsforbusiness.
http://www.iesingapore.comTheexSingaporeTradeDevelopmentBoardglobalinkhomepage
isnowInternationalEnterpriseSingapore.IESingaporeprovidesinformationforSingapore
companiesventuringabroadaswellaspartnershipinformationandconnectionforinternational
firmsinterestedincomingintoSingapore.
http://www.mti.gov.sgMinistryofTradeandIndustryisthesourceforinformationon
internationalagreementsincludingFreeTradeAgreements.
http://www.singstat.gov.sgTheStatisticsSingaporeglobalinkhomepage.Providesinformation
relatedtotradestatisticsforSingapore.
http://www.sedb.comTheSingaporeEconomicDevelopmentBoardprovidesdataand
informationonSingaporeaswellasaforumforindustry.
32
http://www.customs.gov.sgTheSingaporeCustomswebsite.Providesinformationoncustoms
requirements,duties,etc.
http://asiacuisine.comAsiacuisinecarriesinformationonthefoodandbeveragetradein
SingaporeandaroundAsia
6.3 QualityStandards
33
GradeDesignationandQualityofPomegranate
1.PomegranatesshallbefruitsobtainedfromVarieties(cultivars)ofplantPunicagranatumL.of
Puniaceaefamily;
2.MinimumRequirements:
(i)Pomegranatesshallbe:
(a)freshinappearance;
(b)matureandsolidinfeel;
(c)clean,freefromanyvisibleforeignmatter;
(d)freefrompestsaffectingthegeneralappearanceoftheproduce;
(e)freeofdamagecausedbypests;
(f)freeofcrackingofskin,mechanicalinjury/rubbing,staining;
(g)freeofabnormalexternalmoistureexcludingcondensationfollowingremovalfromcold
storage;
(h)freeofanyforeignsmellortaste;
(i)freeofanypronouncedblemishes;
(ii)Pomegranatesshouldnotbeaffectedbyrottingordeteriorationsuchastomakeitunfitfor
consumption.
(iii)Pomegranatesshallcomplywiththeresiduelevelsofheavymetals,pesticidesandotherfood
safetyparametersaslaiddownbytheCodexAlimentariusCommissionforexports.
3.CriteriaForGradeDesignation:
Gradedesignation
GradeRequirements
Gradetolerances
1
2
3
Extraclass
Pomegranatesmustbeofsuperior
quality.Theymusthavetheshape,
developmentandcoloringthatare
5%bynumberorweightof
pomegranatenot
satisfyingthe
ClassII
requirementsforthe
grade,butmeetingthose
ofClassIgradeor
exceptionallycoming
withinthetolerancesof
thatgrade.
10%bynumberorweight
ofPomegranatenot
satisfyingthe
requirementsofthe
ofClassIIor,
exceptionallycoming
thatgrade.
10%bynumberorweight
ofPomegranatesnot
satisfyingthe
requirementsofthegrade,
butmeetingtheminimum
requirements.
4.OtherRequirements
Pomegranatesmustbecarefullypickedandhavereachedanappropriatedegreeofdevelopment
andripenessinaccordancewithcriteriapropertothevarietyand/orcommercialtypeandtothe
areainwhichtheyaregrown.ThedevelopmentandconditionofthePomegranatemustbesuch
astoenablethem;
ClassI
typicalofthevarietyand/or
commercialtype.Theymustbefree
ofdefects,withtheexceptionofvery
slightsuperficialdefects,provided
thesedonotaffectthegeneral
appearanceoftheproduce,the
quality,thekeepingqualityand
presentationinthepackage.
Pomegranatesmustbeofgood
quality.Theymustbecharacteristics
ofthevarietyand/orcommercial
type.Thefollowingslightdefects
providedthesedonotaffectthe
generalappearanceoftheproduce,
thequality,thekeepingqualityand
presentationinthepackage.
Slightdefectsinshape
Slightdefectsincoloring;
Slightskindefects(i.e.scratches,
scars,scrapsandblemishes)provided
thesedonotexceed5%ofthetotal
surfacearea.
ThisgradeincludesPomegranates
whichdonotqualityforinclusionin
thehighergrades,butsatisfythe
minimumrequirements.Following
defectsmaybethereprovidedthe
Pomegranatesretaintheiressential
characteristicsasregardsthequality,
thekeepingqualityandpresentation.
Defectsinshape,
Defectsincoloring,
Skindefects(scratches,scars,scrapes
andblemishes)providedthesedo
notexceed10%oftotalsurfacearea.
34
35
towithstandtransportandhandling,and
toarriveinsatisfactoryconditionattheplaceofdestination.
5.ProvisionsConcerningSizing
Sizeisdeterminedbytheweightormaximumdiameteroftheequatorialsectionofthefruit,in
accordancewiththefollowingtable:
SizeCode
MinimumWeight(Grams)
MinimumDiameter(mm)
A
400
90
B
350
80
C
300
70
S
250
60
E
200
50
Sizetolerance:
(i)Forallgrades,10%bynumberorweightofpomegranatecorrespondingtothesize
immediatelyaboveand/orbelowthanindicatedonthepackage.
(ii)Themaximumsizerangeof8mm.betweenfruitineachpackageispermitted.
GradeDesignationandQualityofTableGrapes
1.TableGrapesshallbefruitsobtainedfromvarieties(cultivars)ofVitisviniferaL.
2.MinimumRequirements:
(i)BunchesandberriesofTableGrapesshallbe:
(a)Clean,sound,freeofanyvisibleforeignmatter
(b)Freeofpests,affectingthegeneralappearanceoftheproduce
(c)Freeofdamagecausedbypestsordiseases
(d)Freeofabnormalexternalmoisture
(e)Freeofanyforeignsmelland/ortaste
(f)Freeofallvisibletracesofmoulds
(ii)Berriesshallbeintact,wellformedandnormallydeveloped.
(iii)Tablegrapesshallcomplywiththeresiduelevelsofheavymetals,pesticidesandotherfood
safetyparametersaslaiddownbytheCodexAlimentariusCommissionforExports.
(iv)TableGrapesshallhaveminimumsolublesolidsof16degreesBrix.
(v)Tablegrapesshallhaveminimumsugar/acidratioof20:1.
Extraclass
ClassI
ClassII
Provision
concerning
sizing
3
Gradetolerances
Grapesmustbeofsuperior
Aspertable`A 5%byweightofbunches
quality.Thebunchesmustbe
notsatisfyingthe
typicalofvarietyinshape,
requirementsforthe
developmentandcoloring
andhavenodefects.Berries
ofClassIgradeor
mustbefirm,firmlyattached
exceptionallycoming
tothestalk,evenlyspaced
alongthestalkandhavetheir
thatgrade.
bloomvirtuallyintact.
Grapesmustbeofgood
do
10%byweightofbunches
quality.Thebunchesmustbe
notsatisfyingthe
typicalofvarietyinshape,
requirementsforthe
developmentandcoloring.
Berriesmustbefirm,firmly
ofClassIIgradeor
exceptionallycoming
attachedtothestalkand,
hopefully,havetheirgloom
thatgrade.
intact.Theymaybeless
evenlyspacedalongthestalk
thanintheextraclass.Slight
defectsmaybethere,
providedthesedonotaffect
thegeneralappearanceofthe
produceandkeepingquality
ofthepackage.
Slightdefectinshape,
Slightdefectincoloring
Thebunchesmayshow
do
10%byweightofbunches
defectsinshape,development
andsatisfyingthe
andcoloringprovidedthese
requirementsofthe
donotimpairtheessential
grade,butmeetingthe
characteristicsofthevariety.
minimumrequirements.
Theberriesmustbe
FootNote:Pigmentationduetosunisnotadefect.
3.CriteriaforGradeDesignation:
Gradedesignation GradeRequirements
1
2
36
sufficientlyfirmand
sufficientlyattached.They
maybelessevenlyspaced
alongthestalkthanClassI
grade.Followingdefectsmay
bethere,providedthesedo
notaffectthegeneral
appearanceoftheproduce
andkeepingqualityofthe
package.
Defectsinshape
Defectsincoloring,
Slightsunscorchaffecting
theskinonly
Slightbruising
Slightskindefects
37
4.OtherRequirements:
Grapesmusthavebeencarefullypickedandhavereachedanappropriatedegreeofdevelopment
andripenessinaccordancewithcriteriapropertothevarietyand/orcommercialtypeandtothe
areainwhichtheyaregrown.ThedevelopmentandconditionoftheGrapesmustbesuchasto
enablethemtowithstandtransportandhandling,andtoarriveinsatisfactory
conditionattheplaceofdestination.
TABLE`A'
ProvisionsConcerningSizing
Sizeisdeterminedbytheweightofbunches(ingrams).Thefollowingminimum(ingrams)
requirementsperbuncharelaiddownforlargeandsmallberriesgrapes.
Grade
LargeBerries
SmallBerries
ExtraClass
200
150
ClassI
150
100
ClassII
100
75
SizeTolerance:
Extraclass,ClassI,ClassII:10%byweightofbunchesnotsatisfyingthesizerequirementsforthe
grade,butmeetingthesizerequirementsforthegradeimmediatelybelow.
GradeDesignationandQualityofRaisins
United States
Department of
Agriculture
Agricultural
Marketing
Service
Fruit and
Vegetable
Division
United States Standards

for Grades of
Processed Raisins
Processed
Products
Branch
Effective date December 1, 1978
This is the seventh issue, as amended, of the United States Standards for Grades of
Processed Raisins published in the FEDERAL REGISTER of November 7, 1978 (43 FR
51753) to become effective December 1, 1978. This issue supersedes the seventh issue,
which has been in effect since September 1, 1976.
Voluntary U.S. grade standards are issued under the authority of the Agricultural
Marketing Act of 1946, which provides for the development of official U.S. grades to
designate different levels of quality. These grade standards are available for use by
producers, suppliers, buyers, and consumers. As in the case of other standards for grades
of processed fruits and vegetables, these standards are designed to facilitate orderly
marketing by providing a convenient basis for buying and selling, for establishing quality
control programs, and for determining loan values.
The standards also serve as a basis for the inspection and grading of commodities by the
Federal inspection service, the only activity authorized to approve the designation of U.S.
grades as referenced in the standards, as provided under the Agricultural Marketing Act
of 1946. This service, available as on-line (in-plant) or lot inspection and grading of all
processed fruit and vegetable products, is offered to interested parties, upon application,
on a fee-for-service basis. The verification of some specific recommendations,
requirements, or tolerances contained in the standards can be accomplished only by the
use of on-line inspection procedures. In all instances, a grade can be assigned based on
final product factors or characteristics.
In addition to the U.S. grade standards, grading manuals or instructions for inspection of
several processed fruits and vegetables are available upon request for a nominal
fee. These manuals or instructions contain detailed interpretations of the grade standards
and provide step-by-step procedures for grading the product.
Grade standards are issued by the Department after careful consideration of all data and
views submitted, and the Department welcomes suggestions which might aid in improving
the standards in future revisions. Comments may be submitted to, and copies of standards
and grading manuals obtained from:
Chief, Processed Products Branch
Fruit and Vegetable Division, AMS
U.S. Department of Agriculture
P.O. Box 96456, Rm. 0709, So. Bldg.
Washington, D.C. 20090-6456
United States Standards for Grades of Processed Raisins
Section
Page No.
52.1841
Product description. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
52.1842
Product description of layer or cluster raisins with seeds. . . . . . . . . . . . . . . . . . . 2
52.1843
Summary of types (varieties) of processed raisins. . . . . . . . . . . . . . . . . . . . . . . . 2
52.1844
Definition of terms. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
52.1845
Sizes of seedless raisins. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
52.1846
Grades of seedless raisins. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
52.1847
Colors of golden seedless raisins. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
52.1848
Sizes of golden seedless raisins. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
52.1849
Grades of golden seedless raisins. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
52.1850
Sizes of raisins with seeds - except layer or cluster.
52.1851
Sizes of raisins with seeds - layer or cluster. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
52.1852
Grades of raisins with seeds - except layer or cluster. . . . . . . . . . . . . . . . . . . . . 9
52.1853
Grades with seeds - layer or cluster. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
52.1854
Sizes of Sultana Raisins. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
52.1855
Grades of Sultana Raisins. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
52.1856
Sizes of Zante Currant Raisins. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
52.1857
Grades of Zante Currant Raisins. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
52.1858
Grades of mixed types of varieties of raisins. . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Authority:
.....................8
Agricultural Marketing Act of 1946, Secs. 203, 205, 60 Stat. 1087, as amended, 1090,
as amended (7 U.S.C. 1622, 1624).
...........................................................................
NOTE:
Compliance with the provisions of these standards shall not excuse failure to comply
with the provisions of the Federal Food, Drug, and Cosmetic Act, or with applicable
State laws and regulations.
52.1841
Product description.
Processed Raisins are dried grapes of the Vinifera varieties, such as Thompson Seedless
(Sultanina), Muscat of Alexandria, Muscatel Gordo Blanco, Sultana, Black Corinth or White
Corinth. The processed raisins are prepared from clean, sound, dried grapes; are properly
stemmed and capstemmed except for cluster or uncapstemmed raisins; are properly
seeded in seeded styles; are sorted or cleaned, or both; and except for cluster or
uncapstemmed raisins, are washed in water to assure a wholesome product.
52.1842
Product description of layer or cluster raisins with seeds.
Raisins with Seeds that are referred to as Layer or Cluster raisins means that the raisins
have not been detached from the main bunch.
52.1843
(a)
Summary of types (varieties) of processed raisins.

Type I - Seedless Raisins.
(1)
Natural.
(2)
Dipped, Vine-dried, or similarly processed raisins.
(b)
Type II - Golden Seedless Raisins.
(c)
Type III - Raisins with Seeds.

(1)
(2)
(d)
Natural.
(i)
Seeded (seeds removed).
(ii)
Unseeded-capstemmed (loose).
(iii)
Unseeded-uncapstemmed (loose).
(iv)
Layer (or Cluster).
Dipped, Vine-dried, or other similarly processed raisins.

(i)
Seeded (seeds removed).
(ii)
Unseeded-capstemmed (loose).
(iii)
Unseeded-uncapstemmed (loose).
Type IV - Sultana Raisins.
(e)
(f)
52.1844
Type V - Zante Currant Raisins.

(i)
Unseeded.
(ii)
Seeded.
Type VI - Mixed Types or Varieties of Raisins. A mixture of two or more

different types (varieties) of raisins including sub-types outlined in this
section but other than:
(1)
Mixtures containing Layer or Cluster Raisins with seeds;
(2)
Mixtures containing Unseeded-capstemmed and Unseededuncapstemmed Raisins with Seeds; and
(3)
Mixture of Seeded and Unseeded Raisins with Seeds.
Definition of terms.
(a)
Capstems means small woody stems exceeding 1/8-inch in length which

attach the raisins to the branches of the bunch.
(b)
A piece of stem means a portion of the branch or main stem.
(c)
Seedsrefers to whole, fully developed seeds which have not been removed
during the processing of seeded Raisins with Seeds.
(d)
Damaged raisins means raisins affected by sunburn, scars, insect injury,

mechanical injury, or other similar means which seriously affect the
appearance, edibility, keeping quality, or shipping quality of the raisins. In
seeded Raisins with Seeds, mechanical injury resulting from normal seeding
operations is not considered damaged.
(e)
Sugaredmeans either external or internal sugar crystals are present and the
accumulation of such crystallized fruit sugars in the flesh or on the surface
of the raisins is readily apparent.
(f)
Grit, sand, or silt means any particle of earthy material.
(g)
Moisture means the percentage by weight of the processed raisins,

exclusive of branch and heavy stem material, that is moisture when
determined by the Dried Fruit Moisture Tester Method or in accordance
with other methods that give equivalent results.
(h)
Slightly discolored means a raisin affected by a brown to dark brown

discolored area around the capstem end of the raisin that is less than the
area of a circle 1/8-inch in diameter.
(i)
Discolored means a raisin affected by a brown to dark brown discolored

area around the capstem end of the raisin that equals or exceeds the area
of a circle 1/8-inch in diameter; Provided, that the overall appearance,
keeping quality, and edibility of the product are not seriously affected.
(j)
Well-maturedmeans raisins that are full-fleshed, may have fine wrinkles and
are rounded in appearance.
(k)
Reasonably well-matured means raisins that are reasonably full-fleshed

and may have shallow wrinkles with thick edged ridges.
(l)
Fairly well matured means raisins that are thin-fleshed and angular in
appearance.
(m)
Substandard development means raisins that are practically lacking in

flesh.
(n)
Undeveloped refers to extremely light berries that are lacking in sugary

tissue indicating incomplete development; are reddish in color; are
completely shriveled; have fine wrinkles on smaller units and moderately
deep wrinkles on slightly larger units; and are commonly referred to as
worthless.
52.1845
Sizes of seedless raisins.
The size designations and measurement requirements for the respective sizes are:
(a)
Select size raisins means that no more than 60 percent, by weight, of all the
raisins will pass through round perforations 22/64-inch in diameter, but not
more than 10 percent, by weight, of all the raisins may pass through round
perforations 20/64-inch in diameter.
(b)
Small or midget size raisins means that 95 percent, by weight, of all the
raisins will pass through round perforations 24/64-inch in diameter, and not
less than 70 percent, by weight, of all raisins will pass through round
(c)
Mixed size raisins means a mixture which does not meet either the
requirements for select size; or for small or midget size.
52.1846 Grades of seedless raisins.

(a)
U.S. Grade A is the quality of Seedless Raisins that have similar varietal
characteristics; that have a good typical color; that have a good
characteristic flavor; that show development characteristics of raisins
prepared from well-matured grapes with not less than 80 percent, by weight,
of raisins that are well-matured or reasonably well-matured; that contain not
more than 18 percent, by weight, of moisture for all varieties of Seedless
Raisins except the Monukka variety, which may contain not more than 19
percent, by weight, of moisture; and that meet the additional requirements
outlined in Table I of this subpart.
(b)
U.S. Grade B is the quality of Seedless Raisins that have similar varietal
characteristics; that have a reasonably good typical color; that have a good
prepared from reasonably well-matured grapes with not less than 70 percent,
by weight, of raisins that are well-matured or reasonably well-matured; that
contain not more than 18 percent, by weight, of moisture for all varieties of
Seedless Raisins except the Monukka variety, which may contain not more
than 19 percent, by weight, of moisture; and that meet the additional
requirements outlined in Table I of this subpart.
(c)
U.S. Grade C is the quality of Seedless Raisins that have similar varietal
characteristics; that have a fairly good typical color; that have a fairly good
flavor; that show development characteristics of raisins prepared from fairly
well-matured grapes with not less than 55 percent, by weight, of raisins that
are well-matured or reasonably well-matured; that contain not more than 18
percent, by weight, of moisture for all varieties of Seedless Raisins except
the Monukka variety, which may contain not more than 19 percent, by weight,
of moisture; and that meet the additional requirements outlined in Table I of
this subpart.
(d)
Substandard is the quality of Seedless Raisins that fail to meet the

requirements of U.S. Grade C.
TABLE I
ALLOWANCES FOR DEFECTS IN TYPE I, SEEDLESS RAISINS AND TYPE II,
GOLDEN SEEDLESS RAISINS
Defects
U.S. Grade A
U.S. Grade B
U.S. Grade C
Maximum count (per 96 ounces)

Pieces of stem . . . . . . . . . . . . . . . . . . . . . . . . . .

Capstems . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
15
25
35
Maximum (percent by weight)

Sugar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
10
15
Discolored, damaged, or moldy raisins
Damaged . . . . . . . . . . . . . . . .
Moldy . . . . . . . . . . . . . . . . . . .
Total
Total
Total
Select size . . . . . . . . . . . . . . . .
1-1/2
Mixed size . . . . . . . . . . . . . . . .
Small (Midget) size . . . . . . . . .
Provided these limits are not exceeded:
Substandard Development and Undeveloped
Appearance or edibility of product:

Slightly discolored or damaged by fermentation
or any other defect not described above . . . . . .
May not be
affected.
Grit, sand or silt . . . . . . . . . . . . . . . . . . . . . . . . .
None of any consequence may be

present that affects the appearance or
edibility of the product.
May not be more

than slightly
affected.
May not be
materially affected.
Not more than a

trace may be
present that
affects the
appearance or
edibility of the
product.
52.1847
Colors of golden seedless raisins.
The color of Golden Seedless Raisins is not a factor of quality for the purposes of these
grades. The color requirements applicable to the respective color designations are as
follows:
(a)
Well colored means that the raisins are practically uniform in color and may
range from yellow or golden to light amber color with a predominating yellow
or golden color and that not more than 1/2 of one percent, by weight, of all
the raisins may be definitely dark berries.
(b)
Reasonably well colored means that the raisins are reasonably uniform in
color and may range from yellow or golden or greenish yellow to light amber
wherein the predominating color may be greenish yellow or light amber and
that not more than three percent, by weight, of all the raisins may be
definitely dark berries.
(c)
Fairly well colored means that the raisins are fairly uniform in color and may
range from yellow or greenish yellow to amber or light greenish amber and
that not more than six percent, by weight, of all the raisins may be definitely
dark berries.
(d)
Colored means that the raisins may be variable in color and may range from
yellowish green to dark amber or dark greenish amber; that not more than 20
percent, by weight, of all the raisins may be definitely dark berries.
(e)
Definitely dark berries means raisins which are definitely darker than dark
amber and characteristic of naturally raisined grapes.
52.1848
Sizes of golden seedless raisins.
The size designation and measurement requirements for the respective sizes of Golden
Seedless Raisins are the same as for Seedless Raisins (See Sec. 52.1845).
52.1849
Grades of golden seedless raisins.
Except for color, the grades of Golden Seedless Raisins are the same as for Seedless
Raisins (See Sec. 52.1846 and Table I).
52.1850
Sizes of raisins with seeds - except layer or cluster.
The sizes of Raisins with Seeds - except for Layer or Cluster Raisins with Seeds, are not
incorporated in the grades of the finished product since size, as such, is not a factor of
quality for the purposes of these grades. The common size designations and
measurement requirements applicable thereto include, but are not limited to, the following:
(a)
(b)
Seeded.
(1)
Select size raisins means that not more than 70 percent, by weight,
of the raisins will pass through round perforations 34/64-inch in
diameter; and not more than five percent, by weight, of all the raisins
will pass through round perforations 22/64-inch in diameter.
(2)
Small or midget size raisins means that all of the raisins will pass
through round perforations 34/64-inch in diameter and not less than
90 percent, by weight, of all the raisins will pass through round
(3)
Mixed size raisins means a mixture which does not meet either the
requirements for select size or for small (or midget) size.
Unseeded.
(1)
4 Crown means raisins that will not pass through round perforations
42/64-inch in diameter.
(2)
3 Crown means raisins that will pass through round perforations

42/64-inch in diameter but will not pass through round perforations
(3)

34/64-inch in diameter but will not pass through round perforations
(4)

52.1851
Sizes of raisins with seeds - layer or cluster.
The size of Layer or Cluster Raisins with Seeds is incorporated in the grades of the
finished product. The size designation and measurement as applicable to layer or cluster
raisins with seeds are:
(a)
52.1852
3 Crown Size or Larger. 3 Crown size or larger in Layer or Cluster

Raisins with Seeds means that the raisins, exclusive of stems and
branches, are such size that they will not pass through round perforations
Grades of raisins with seeds - except layer or cluster.
(a)
U.S. Grade A is the quality of Raisins with Seeds that have similar varietal
characteristics; that have a good typical color with not more than 10 percent,
by weight, that may be dark reddish-brown berries; that have a good
prepared from well-matured grapes; with not less than 80 percent, by weight,
of raisins that are well-matured or reasonably well-matured; that contain not
more than 18 percent, by weight, of moisture, except that any seeded raisins
may contain not more than 19 percent, by weight, of moisture; and meet the
additional requirements as outlined in Table II of this subpart.
(b)
U.S. Grade B is the quality of Raisins with Seeds that have similar varietal
characteristics; that have a reasonably good typical color with not more than
15 percent, by weight, that may be dark reddish-brown berries; that have a
good characteristic flavor; that show development characteristics of raisins
prepared from reasonably well-matured grapes; with not less than 70
percent, by weight, of raisins that are well-matured or reasonably well
matured; that contain not more than 18 percent, by weight, of moisture,
except that any seeded raisins may contain not more than 19 percent, by
weight, of moisture; and meet the additional requirements as outlined in
Table II of this subpart.
(c)
U.S. Grade C is the quality of Raisins with Seeds that have similar varietal
characteristics; that have a fairly good typical color with not more than 20
percent, by weight, that may be dark reddish-brown berries; that have a fairly
good flavor; that show development characteristics of raisins prepared from
fairly well-matured grapes; that contain not more than 18 percent, by weight,
of moisture, except that any seeded raisins may contain not more than 19
percent, by weight, of moisture; and meet the additional requirements as
outlined in Table II of this subpart.
(d)
Substandard is the quality of Raisins with Seeds that fail to meet the
TABLE II
ALLOWANCES FOR DEFECTS IN RAISINS WITH SEEDS
EXCEPT LAYER OR CLUSTER
Defects
U.S. Grade A
U.S. Grade B
U.S. Grade C

Pieces of stem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Capstems in other than uncapstemmed types . . . . . . . .
10
15
20
Seeds in seeded types . . . . . . . . . . . . . . . . . . . . . . . . . . .
12
15
20
Loose capstems in uncapstemmed types . . . . . . . . . . . .
20
20
20

Sugar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
10
15
Damaged . . . . . . . . . . . . . . . . . . . . . . .
Moldy . . . . . . . . . . . . . . . . . . . . . . . . . .
Substandard Development and Undeveloped . . . . . . . .

Slightly discolored or damaged by fermentation or any
other defect not described above . . . . . . . . . . . . . . . . . .
Grit, sand or silt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
May not be
affected.
May not be
more than
slightly affected.
None of any consequence may

be present that affects the
appearance or edibility of the
product.
10
May not be
more than
materially
affected.
Not more than
a trace may be
present that
affects the
appearance or
edibility of the
product.
52.1853
Grades with seeds - layer or cluster.
(a)
U.S. Grade A is the quality of Layer or Cluster Raisins with Seeds that have
similar varietal characteristics; that have a good typical color; that have a
good characteristic flavor; that are uniformly cured and show development
characteristics of raisins prepared from well-matured grapes; that contain not
more than 23 percent, by weight, of moisture; that not less than 30 percent,
by weight, of the raisins, exclusive of stems and branches, are 3-Crown size
or larger; and that meet the following additional requirements as outlined in
Table III of this subpart.
(b)
U.S. Grade B is the quality of Layer or Cluster Raisins with Seeds that have
similar varietal characteristics; that have a reasonably good typical color; that
have a good characteristic flavor; that are uniformly cured and show
development characteristics of raisins prepared from reasonably
well-matured grapes; that contain not more than 23 percent, by weight, of
moisture; that not less than 30 percent, by weight, of the raisins exclusive of
stems and branches, are 3-Crown size or larger; and that meet the additional
requirements outlined in Table III of this subpart.
(c)
Substandard is the quality of Layer or Cluster Raisins with Seeds that fail
to meet the requirements of U.S. Grade B.
11
TABLE III
ALLOWANCES FOR DEFECTS IN LAYER OR CLUSTER RAISINS WITH SEEDS
Defects
U.S. Grade A
U.S. Grade B

Sugared . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
10
Discolored, damaged, or moldy
Damaged . . . . . . . . . . . . . . . . . . . .
Moldy . . . . . . . . . . . . . . . . . . . . . . .
Substandard Development and Undeveloped . . .
Shattered (or loose) individual berries and small

clusters of 2 or 3 berries . . . . . . . . . . . . . . . . . . . . .
Practically free
Reasonably free

Slightly discolored or damaged by fermentation or
any other defect not described above . . . . . . . . . .
Grit, sand or silt . . . . . . . . . . . . . . . . . . . . . . . . . . . .
May not be affected
May not be more

than slightly affected
None of any consequence may be present that

affects the appearance or edibility of the
product.
12
52.1854
Sizes of Sultana Raisins.
Size designations are not applicable to Sultana Raisins.

52.1855
Grades of Sultana Raisins.
(a)
U.S. Grade A is the quality of Sultana Raisins that have similar varietal
characteristics; that have a good typical color; that have a good
prepared from well-matured grapes; with not less than 80 percent, by weight,
of raisins that are well-matured or reasonably well matured; and that contain
not more than 18 percent, by weight, of moisture, and that meet the
additional requirements outlined in Table IV of this subpart.
(b)
U.S. Grade B is the quality of Sultana Raisins that have similar varietal
characteristics; that have a reasonably good typical color; that have a good
prepared from reasonably well-matured grapes; with not less than 70
percent, by weight, of raisins that are well-matured or reasonably well
matured; and that contain not more than 18 percent, by weight, of moisture,
and that meet the additional requirements as outlined in Table IV of this
subpart.
(c)
U.S. Grade C is the quality of Sultana Raisins that have similar varietal
characteristics; that have a fairly good typical color; that have a fairly good
flavor; that show development characteristics of raisins prepared from fairly
well-matured grapes; that contain not more than 18 percent, by weight, of
moisture; and that meet the additional requirements as outlined in Table IV
of this subpart.
(d)
Substandard is the quality of Sultana Raisins that fail to meet the

13
TABLE IV
ALLOWANCES FOR DEFECTS IN SULTANA RAISINS
Defects
U.S. Grade
A
U.S. Grade B
U.S. Grade C

Pieces of stem . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Capstems . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
25
45
65

Sugared . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
10
15
Damaged . . . . . . . . . . . . . . . . . . . .
Moldy . . . . . . . . . . . . . . . . . . . . . . .

Grit, sand or silt . . . . . . . . . . . . . . . . . . . . . . . . . . . .
May not be
affected.
May not be
more than
slightly
affected.
None of any consequence

may be present that affects
the appearance or edibility of
the product.
14
May not be
more than
materially
affected.
Not more
than a trace
may be
present that
affects the
appearance
or edibility of
the product.
52.1856
Sizes of Zante Currant Raisins.
Size designations are not applicable to Zante Currant Raisins.

52.1857
Grades of Zante Currant Raisins.
(a)
U.S. Grade A is the quality of Zante Currant Raisins that have similar
varietal characteristics; that have a good typical color; that have a good
prepared from well-matured grapes; that have not less than 75 percent, by
weight, of raisins that are well-matured or reasonably well-matured; that
contain not more than 20 percent, by weight, of moisture; and meet the
additional requirements as outlined in Table V of this subpart.
(b)
U.S. Grade B is the quality of Zante Currant Raisins that have similar
varietal characteristics; that have a reasonably good typical color; that have
a good characteristic flavor; that have development characteristics of raisins
prepared from reasonably well-matured and/or fairly well matured grapes;
that contain not more than 20 percent, by weight, of moisture; and meet the
additional requirements as outlined in Table V of this subpart.
(c)
Substandard is the quality of Zante Currant Raisins that fail to meet the
requirements of U.S. Grade B.
15
TABLE V
ALLOWANCES FOR DEFECTS IN ZANTE CURRANT RAISINS
Defects
U.S. Grade A
U.S. Grade B
Maximum count
Pieces of stem . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
1 per 24 ounces
1 per 16 ounces
Seeds (in Seeded Style) . . . . . . . . . . . . . . . . . . . . .
12 per 16 ounces
15 per 16 ounces

Capstems - Zantes with capstems and loose
capstems (include one Zante with each loose
capstem) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
1-1/2
Sugared . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
10
Damaged . . . . . . . . . . . . . . . . . . . .
Moldy . . . . . . . . . . . . . . . . . . . . . . .

Grit, sand or silt . . . . . . . . . . . . . . . . . . . . . . . . . . . .
May not be affected.
May not be more than

slightly affected.
None of any consequence may be present that

affects the appearance or edibility of the
product.
16
52.1858
Grades of mixed types of varieties of raisins.
The grade of a lot of mixed types of processed raisins shall be the lower (or lowest) grade
of any varietal type in the mixture based on the respective requirements for each type,
except for moisture, in accordance with this subpart. Mixed types of processed raisins of
U.S. Grade A, U.S. Grade B, or U.S. Grade C may contain not more than 18 percent, by
weight, of moisture. Mixed types of processed raisins that as a mixture exceed 18
percent, by weight, of moisture are Substandard.
Effective date.
These standards
December 1, 1978.
as
amended,
Dated: November 1, 1978
Sydney J. Butler
Acting Administrator
Food Safety and Quality Service
17
shall
become
effective

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Century Global focuses on only the big clients, providing F RUIT

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F IGURE 522: H UPCO ' SOFFICEIN

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United States Standards

Effective date December 1, 1978

United States Standards for Grades of Processed Raisins

Product description of layer or cluster raisins with seeds. . . . . . . . . . . . . . . . . . . 2

Summary of types (varieties) of processed raisins. . . . . . . . . . . . . . . . . . . . . . . . 2

Sizes of seedless raisins. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Grades of seedless raisins. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Colors of golden seedless raisins. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Sizes of golden seedless raisins. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Grades of golden seedless raisins. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Sizes of raisins with seeds - except layer or cluster.

Sizes of raisins with seeds - layer or cluster. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Grades of raisins with seeds - except layer or cluster. . . . . . . . . . . . . . . . . . . . . 9

Grades with seeds - layer or cluster. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Sizes of Sultana Raisins. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Grades of Sultana Raisins. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Sizes of Zante Currant Raisins. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

Grades of Zante Currant Raisins. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

Grades of mixed types of varieties of raisins. . . . . . . . . . . . . . . . . . . . . . . . . . . 17

Product description of layer or cluster raisins with seeds.

Summary of types (varieties) of processed raisins.

Dipped, Vine-dried, or similarly processed raisins.

Type II - Golden Seedless Raisins.

Type III - Raisins with Seeds.

Seeded (seeds removed).

Layer (or Cluster).

Dipped, Vine-dried, or other similarly processed raisins.

Seeded (seeds removed).

Type IV - Sultana Raisins.

Type V - Zante Currant Raisins.

Type VI - Mixed Types or Varieties of Raisins. A mixture of two or more

Mixtures containing Layer or Cluster Raisins with seeds;

Mixtures containing Unseeded-capstemmed and Unseededuncapstemmed Raisins with Seeds; and

Mixture of Seeded and Unseeded Raisins with Seeds.