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Distribución Consumo Distribución Y Consumo 98AÑO 18 - MARZO ✟ ABRIL 2008 Las TIC en la gestión logística Criterios para confeccionar la carta de vinos del restaurante Alimentos de España. Castilla y León Los envases dan forma a los nuevos productos Mercados en origen de frutas y hortalizas AZALEA COSMETIC 27/3/07 09:02 Página 1 Sumario_98:SUMARIO77 4/4/08 09:45 Página 3 Distribución AÑO 18 - MARZO ■ ABRIL 2008 YConsumo 98 EDITA MERCASA PRESIDENTE IGNACIO CRUZ ROCHE DIRECTOR Distribución y creación de valor Los costes de la cadena de ÁNGEL JUSTE MATA en la comercialización en origen distribución de productos COORDINADORES DEL CONSEJO DE REDACCIÓN de las frutas y hortalizas en fresco hortofrutícolas en fresco JAVIER CASARES RIPOL 5 Joan Mir Piqueras y ALFONSO REBOLLO ARÉVALO Francisco Borras Escribá 55 CONSEJO DE REDACCIÓN JOSÉ LUIS MARRERO CABRERA El sistema de comercialización JORGE JORDANA BUTTICAZ DE POZAS JOSÉ ANTONIO PUELLES PÉREZ en origen de las frutas y Tecnologías de la información IGNACIO CRUZ ROCHE hortalizas en fresco y la comunicación en la TOMÁS HORCHE TRUEBA VÍCTOR J. MARTÍN CERDEÑO Emilia Martínez Castro y gestión logística CÉSAR GINER Alfonso Rebollo Arévalo 8 David Servera Francés e ANGEL FERNÁNDEZ NOGALES Irene Gil Saura 67 PUBLICIDAD Y ADMINISTRACIÓN MARTÍN CASTRO ORTIZ Las actividades de acabado del producto y auxiliares de la Los envases dan forma a los SECRETARÍA DE REDACCIÓN nuevos productos LAURA ONCINA producción en la cadena de valor JOSÉ LUIS FRANCO hortofrutícola Sylvia Resa 84 JULIO FERNÁNDEZ ANGULO Manuel Sánchez Pérez y FOTOGRAFÍA Cristina Segovia López 26 Criterios para confeccionar JOAQUÍN TERÁN CARRASCO la carta de vinos del restaurante DISEÑO Y MAQUETACIÓN Los procesos de compraventa de Irene Gil Saura, Alejandro Mollá QAR COMUNICACIÓN, SA productos hortofrutícolas en los Descals, María Eugenia Ruiz Molina IMPRESIÓN mercados en origen: el caso de la y Gloria Berenguer Contrí 94 JOMAGAR Región de Murcia DISTRIBUCIÓN Narciso Arcas Lario y Alimentos de España PUBLIDIST Miguel Hernández Espallardo 38 Castilla y León 107 REDACCIÓN, ADMINISTRACIÓN Y PUBLICIDAD EMPRESA NACIONAL MERCASA PASEO DE LA HABANA, 180 - 28036 MADRID TFNOS.: 913 506 489 / 913 503 362 / 913 500 609 FAX: 913 504 304 / 913 504 790 CORREO ELECTRÓNICO [email protected] Novedades legislativas 144 Notas de prensa /Noticias 146 INTERNET www.mercasa.es La editora no se hace responsable de los contenidos firmados por cada autor, ni tiene por qué compartirlos. Queda autorizada la reproducción parcial Mercados/Literaturas o total, citando su procedencia. Espléndida felicidad D.L.: M-41.328 - 1991 // ISS1132-0176 Ataúlfo Sanz 157 Distribución y Consumo en Internet Los últimos números de Distribución y Consumo se pueden consultar íntegros en Internet, en la dirección www.mercasa.es MERCABARNA-NVO PORTAL 12/2/08 10:17 Página 1 Art. FYH Presen:pagina maqueta DyC2007 2/4/08 11:21 Página 5 Distribución y creación de valor en la comercialización en origen de las frutas y hortalizas en fresco a comercialización de la produc- diarios especializados bien en mer- cientes de servicios de disponibilidad, ción hortofrutícola en fresco es- cados, bien en productos, lo que da calidad y presentación, surtido, etc., ha- tá condicionada por dos factores lugar a que los canales de distribu- ce que la comercialización de las frutas L fundamentales que explican en ción de los productos hortofrutícolas y hortalizas en fresco sea realizada con gran medida que la configuración de los en fresco se realicen a través de “ca- una elevada y cada vez mayor “intensi- canales de distribución de estos produc- nales largos”. dad de distribución”, lo que conlleva un tos tenga características específicas b) El propio carácter perecedero de alto nivel de servicios junto a un elevado respecto de la comercialización de otros estos productos, que exige una coste de distribución. productos de alimentación no perecede- mayor cantidad de recursos para A estos factores de cambio deben ros o en general de los bienes de consu- hacer posible la comercialización añadirse las modificaciones de los ca- mo. Estos dos factores se refieren a: de grandes cantidades de produc- nales de comercialización derivadas de a) Las características de la producción: to y el acceso a mercados aleja- la plena integración de España en el es- estacionalidad, dispersión geográfi- dos. pacio económico europeo, que motivó el ca, amplitud de la variedad de pro- c) Además, no debe olvidarse el ca- crecimiento del tamaño de los merca- ductos y atomización de buena parte rácter emblemático de los produc- dos y la consiguiente transformación de de las explotaciones, que hacen que tos de alimentación en fresco para los canales de distribución de las frutas deban realizarse un elevado número el consumidor español –pese a los y hortalizas en fresco hacia la diferencia- de funciones para poder llevar a ca- cambios en los hábitos de consu- ción y la especialización de los canales bo el agrupamiento de mercancía en mo de los españoles– que hace de distribución, según el tipo de merca- origen y generar los flujos de produc- que se preste un alto servicio de dos en los que operan, y el desarrollo y to suficiente para el abastecimiento disponibilidad, de proximidad y de aplicación de nuevos recursos para la de los mercados de destino. A su surtido para estos productos. producción y comercialización de frutas vez ello implica la existencia de un La evolución de los hábitos de los con- y hortalizas en fresco. elevado número de agentes interme- sumidores que demandan niveles cre- La integración de España en la enton- Distribución y Consumo 5 Marzo-Abril 2008 Art. FYH Presen:pagina maqueta DyC2007 2/4/08 11:21 Página 6 Comercialización en origen de frutas y hortalizas en fresco GRÁFICO 1 Ampliación de mercados y evolución de los canales de distribución de las frutas y hortalizas en fresco DESARROLLO DE NUEVOS RECURSOS AMPLIACIÓN ESPECIALIZACIÓN DESARROLLO DE LOS • Nuevos modos de producción •Deproductos DE LOS MERCADOS • Nuevos operadores • De funciones de la distribución MERCADOS • Nuevas relaciones en los canales ces CE produjo un gran incremento de los mercados a los que tenían acceso las empresas españolas (por supuesto, los efectos de la integración en la CE para el sector agroalimentario se manifestaron plenamente una vez transcurrido el perio- do de salvaguardia impuesto por la CE). Pero el acceso a los nuevos mercados planteó nuevos requerimientos a la pro- ducción y la distribución comercial para satisfacer las necesidades y preferen- cias de los consumidores y las de los dis- tribuidores minoristas de los nuevos mer- cados: nuevas variedades de productos, sistemas de certificación de la calidad, nuevas presentaciones de los produc- tos...; y también la producción de gran- des cantidades de producto homogéneo a lo largo de las campañas, envasado y embalado del producto para remitir éste a mercados muy alejados geográfica- mente, nuevos modos de negociación de los términos de la compraventa... Los canales de distribución dedicados a la comercialización en los nuevos mer- cados de la UE no podían limitarse a ser, en el entorno del mercado único euro- tervinientes en la filière agroindustrial. simplemente, “más grandes” que los peo. Los cuatro artículos que se presentan que tradicionalmente se habían usado Todo ello trajo consigo una nueva con- a continuación tratan diferentes aspec- para la exportación de frutas y hortalizas figuración de la cadena de valor de pro- tos de la creación de valor en la comer- en fresco. La razón era que la atención a ducción y comercialización de las frutas cialización en origen de las frutas y hor- los nuevos mercados requería de nue- y hortalizas: producción de más servi- talizas en fresco. vos recursos y capacidades específicas cios y, consecuentemente, más valor, En el primero de ellos, Emilia Martínez y de nuevos modos de negociación y re- aparición de nuevas figuras de distribui- y Alfonso Rebollo revisan los principales lación en los canales. Exigencias que se dores, incorporación de nuevas empre- cambios operados en los canales de dis- agudizaban por la necesidad de operar a sas, nuevas relaciones en los canales y tribución de las frutas y hortalizas y des- gran escala para poder ser competitivos nuevas cuotas de participación de los in- criben los principales agentes económi- Distribución y Consumo 6 Marzo-Abril 2008 Art. FYH Presen:pagina maqueta DyC2007 2/4/08 11:21 Página 7 Comercialización en origen de frutas y hortalizas en fresco cos que participan en los mercados en El tercer artículo de este bloque, reali- y las frutas. Las cadenas de valor que se origen de estos productos. zado por Narciso Arcas y Miguel Hernán- muestran en este artículo suponen un Los mejores y mayores servicios aña- dez, está dedicado a conocer y analizar avance significativo en la explicación del didos a los productos y la mejora de las el momento crucial de la realización del precio final de las frutas y hortalizas en infraestructuras, tanto de las explotacio- valor: los procesos de compraventa en fresco. nes agrarias como de las instalaciones los mercados de origen. La simple men- Como es obvio, con estos artículos no de distribución, son los que permiten ción del objeto del artículo indica clara- se agotan, ni mucho menos, los temas producir el incremento cuantitativo y mente que se trata de uno de los temas tratados, ni los temas a tratar. Es sólo cualitativo de los servicios añadidos a más relevantes en cuanto a la creación y un paso más en una línea de investiga- los productos y, por tanto, explican una reparto del valor creado. Sin embargo, ción con la que, de una u otra forma, los buena parte del mayor grado de satis- es un tema al que se le ha dedicado rela- autores están comprometidos desde facción de los consumidores.
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