Professional Documents
Culture Documents
• Add value and increase profits through storage and off-season sales
• Increase competitiveness through enhanced packaging solutions
Situational analysis
Kiev Fruit and Vegetable Growers Group Farm is currently producing a low-risk mix of “Borsch”
vegetable crops; Potato, Beet, Carrot, and Onion (table 1.). A very small portion of the crop is
stored in a rented cellar (photo 1). A large quantity is stored outside in piles protected only by
sheets of plastic until sales are made (photo 2). Consequently, product quality suffers, losses
are high and sales must be made during the lowest price season.
Table. 1 Table. 2
Most of the production is currently marketed under contract with processing plants. The smallest
percent is channeled to the most profitable direct-to-retail segment, and the remaining quantity is
sold at the lowest price at the farm gate (table 2). Supermarkets are not sought out, due to
excessive transaction costs.
Profitability Strategy
The following strategy is recommended to increase profitability:
Move sales into the more profitable high price season, through medium and long term
storage with an added-value infrastructure investment of 130,000 UAH.
Storage Facility
Structure Design and Construction
It is recommended that the new storage facility site be located as close to the fields as possible,
minimizing handling, preserving product quality and limiting transport costs. A suitable location has
been selected 2.5 km from the fields.
The state-of-the-art construction method uses Insulated Concrete Forms (ICF). ICF construction
involves on-site assembly of polystyrene forms into which concrete is poured to create the walls.
The foam block is left in place after the concrete is placed to provide insulation as well as a
convenient anchor for interior finishes and the exterior. This type of building is strong, well
insulated, long-lasting, weather-resistant and fireproof.
Phase I:
1. Insulated air-cooled storage facility big enough for one season of good harvest crop yield =
1000 Tons / 12m x 50m
2. Attached simple packing shed utilizing manual sorting, washing, and packing
Phase II - III:
2. Expansion of insulated storage to handle increases in crop sizes or crops purchased for
speculation
Storage Specifications
Proper storage of root crops should be similar to their ideal growing environment: Cool, wet and
dark.
Ventilation
Ventilation is the most important component of the storage facility for maintaining:
1. Intake
2. Fans
3. Air plenum
4. Ducts
5. Exhaust
6. Control system.
Intake dampers should be designed to close return air supply proportionally as the intake door is
opened. As more fresh air intake is required, return air carrying excessive heat or humidity will be
forced out of the building through the exhaust vent.
A sample ventilation system using floor ventilation that can be either adopted or modified as
needed:
The easiest and cheapest way to measure RH is to use a sling psychrometer, but its readings
should only be used as a guideline. The air in the carrot storage will feel cold, clammy and bone
chilling when conditions are correct.
Storage Management
Temperature, ventilation, and humidity should be closely monitored and controlled for optimal
product quality using the following guidelines during each stage:
Pre-harvest
1. disinfect the storage, handling and harvesting equipment
2. Only store mature, disease and bruise free crops. Research has demonstrated that
potatoes from healthy vines are much more resistant to storage decay than potatoes
from vines that have been weakened from physiological stress
Harvest
The ideal harvest temperature is between 10° and 15°C. Do not harvest when the tuber pulp
temperature is less than 5°C or greater than 20°C.
Post-harvest Curing
1. Mature, healthy potatoes should be cured for about two weeks at 10-15°C and 95% relative
humidity to prevent excessive shrinkage and to promote wound healing.
2. Cool potatoes, beets and carrots as quickly as possible from field temperature to curing
temperature. Tests with long term storage shows that most of the moisture lost occurs in
about the first 2 weeks of storage. Fast, uniform cooling with a high relative humidity is
imperative.
3. Following the curing period, the potatoes should be cooled to the long-term storage
temperature at a rate of 2-3°C per week.
Long-Term Storage
Ideal mid and long term storage temperatures and Humidity are:
3,00
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2006 Beet Retail Market Price
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Profitability Impact
Highest prices for Beets and Potatoes peak in the late winter and early spring months, avoiding the
need for refrigeration and are appropriate for Phase I of the project. Carrots tend to peak in late
spring, early summer and may require refrigeration for maximum return.
Onions peak in the summer months, requiring refrigeration. This upgrade is scheduled to be
installed in Phase II of the project.
For potato, assuming a harvest price of .5 UAH per kilo and 1000 ton harvest, an additional 75 000
UAH in gross sales income can be realized if half the harvest can be sold at a 30% increase in
price (table 3)
Crop at Harvest Base Price UAH 250 000 375 000 500 000
Table 3
Packinghouse
A complete storage and handling facility is more than just the storage and includes: shipping and
receiving areas; washing, sorting, grading and packing areas;
It is recommended to use manual processes during Phase I for post-harvest handling and then add
mechanization as needed for Phase II.
Marketing Strategy
Adding value to “Borsch” vegetables and appealing to the growing population of urban upscale
shoppers can be achieved by:
Two retailers are currently buying direct from the farm, and accounting for up to 10% of sales, but
this can be increased to at least 40 or 50% through careful package design and intensive
marketing to locate additional shops.