Boletus edulis: an important NWFP …a natural product strictly linked

University of Padua
Faculty of Agriculture
TESAF Department of Land use and Agro-forestry
1. Dalla Valle Company: short
presentation.
E.U.
2. Survey methodologies.
Non-Timber Forest Products :
Workshop on commercial products and recreational services in rural
development
Agripolis, 30 March, 2009, h. 9.00
3. Results: the company datasets
and trends.
Wild mushroom value chain:
the case of Dalla Valle Oy in Finland
4. Company value-chain analysis:
from the pickers to the final
customer.
Enrico Vidale
5. Conclusions.
Anno accademico 2008-2009
1
2
Boletus edulis: an important NWFP
• Loreno Dalla Valle founded the
namesake firm in the 1995 developing the
boletes market export oriented between
Finland and Italy.
• The production started in 1997 (fresh and
frozen fruiting bodies)
• The season 2003 offered an exceptional
sprouting season that brought 20.000
pickers in the Eastern Finland Forests. In
the North Karelia the company processed
1.100 t of boletes wholly sold into the
Italian market.
Source: Montecchio (2008)
…a natural product strictly linked with forest…even though…
e.g. Ohta & Fujiwara (2003) Fruit-body production of an ectomycorrhizal fungus in genus Boletus in pure culture.
3
• In 2007 the company reached the 90% of
the Finnish national production (Kg).
4
Dalla Valle Company data
description: from national to
company scale
A) Company data collection:
1. Structured interview to the company board, direct
observations and research of documents or publications
addressed to the Dalla Valle Company (Patton 1990).
B) Company data analysis:
1. Descriptive statistic between national and company datasets
Mushroom production in Finland
Ratio of company and national production
2. Flow diagram for the qualitative data
..high level of concentration!
5
6
Company structure: main players within the internal chain
Prices
Species
Info
Lines and
To Italy and
South Europe
= Collecting point
7
Points
Customer
manager
Collectiong
Mushrooms
Employees
Place
Time
Production
(Emplyees)
Final
Shipment
Check up
Quality
Quality
orders
Customers’
Pickers
tasks
Company
Mushroom
Dalla Valle Oy
owner
strategy
sms, telephone
requests
trends
Newspapers, web,
(North
Karelia
suppliers)
Marketing
manager
Market
Market requests
Company needs
Customer requests
Service
suppliers
Work
How does
the
company
work?
Customers
(Catering, smalllarge companies,
resturants in
South Europe and
Italian Market)
Products
8
Price determination
Price
Mushroom
Adevrtising
Place
Pickers
(North Karelia
suppliers)
Mushrooms
sold to the Co.
Dalla Valle Oy’s
owner
Some
hundreds
China’s
Mushrooms
Finland-Italy:
the value chain
estimation of the
fresh boletes
(South Africa, New
Zeland, Latin
America, Russia,
Spain, France)
Marketing
manager
Costs 0,80 €/kg
Italian customers (large distribution)
Price survey for the
season 2008
Final
Customers
Company operating income
0-0,10-0,23-1 €/Kg
Marketing
manager
Costs 0,15 €/kg
Production
manager
Costs 0,15 €/kg
Production
Costs 0,23 €/kg
Lines and Collectiong
Points
18.20-39.20
16.20-24.20
Return 6-13 €/Kg
10.20-11.20
7.45-9.45
Company
target
12 €/Kg
7.30-9.30
Rejects and
water loss
~2 €/kg!!
6.61-8.61
Costs 0,28 €/kg
(Company Emplyees)
(Catering, smalllarge companies,
resturants in
South Europe and
Italian Market)
Fresh mushrooms
Return 2-15 €/Kg
Mr
Dalla Valle
Workers on
food process
Customers requests,
Willingness to buy,
Ceps availability,
Other…
[€/Kg]
20-40 €/Kg
Italian customers (small distribution or retail)
no. 70
World
Competitors
Pr
ice
Quan
tity
Avail
ability
Quantity, Quality
Availability and Price
Place, Adevrtising
n
io
Competitors Price,
Pr i
ce
and
pla
com
ce
pet
itio
n
ti t
pe
m
co
Competitors
mp.
Price co
ice
Pr
North Karelia
Availability
Competitors
Eastern Europe’s
Competitors
Quali
ty &
Price
Com
petio
tion
Scadinavian
Competitors
Quantity and Quality
Finnish
Final customers
6.38-8.38
Mushroom Pickers
no. 3000
(North Karelia suppliers)
Costs 6-8 €/Kg
manager
6-8
Cumulated
costs
9
10
Finland-Italy: the value chain estimation of the frozen boletes
no. 10-20
Mr
Dalla Valle
Costs 0,80 €/kg
Positive points:
Company operating income
0-0,10-0,20-1 €/Kg
Marketing
manager
Costs 0,15 €/kg
Production
manager
Costs 0,15 €/kg
Workers on
food process
Price survey for the
season 2008
[€/Kg]
Italian (large distribution) and final customers
10.17-11.17
Company
target
12 €/Kg
7.45-9.45
Rejects and
water loss
~2 €/kg!!
7.30-9.30
Costs 0,23 €/kg
6.61-8.61
Lines and Collectiong
Points
(Company Emplyees)
Costs 0,28 €/kg
6.38-8.38
Mushroom Pickers
no. 3000
(North Karelia suppliers)
Costs 6-8 €/Kg
• Straight link between the company director and pickers: loyalty
marketing.
• High product concentration in Finland.
• Company marketing: very careful toward the Finnish pickers, low
against the Italian distribution.
• Inventory cost reduction (fresh product instead frozen ones).
• Good income repartition at different level of the supply chain
Negative points:
• Lack technology innovation .
• Lack on price competition.
• Chinese production represent the international price maker.
6-8
Cumulate
costs
11
12
Opportunities:
•
•
•
•
Source of income in rural areas.
Possibility to link the mushroom production with other NTFPs
Use of a forest product not exploit
Link between pickers and forest among the new generation
Thanks for your
attention!
Problems:
•
•
•
•
Unpredictable production: high risk on investments.
Lack of investment on mushroom management.
Congestion of pickers near the cities.
Lack of data and uncertain trustfulness.
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Interview samples asked to the company
15
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