MACA EXPORT MARKET –
U.S.A.
Reports 1, 2, 3 Combined
4 December 2006
INTRODUCCIÓN
La siguiente presentación ha sido preparada siguiendo estrictamente los puntos
definidos en los Términos de Referencia para la consultoría:
“Estudio para la selección de un mercado objetivo para la exportación de Maca y
la elaboración de plan de acción para promover las exportaciones del referido
producto al mercado seleccionado”.
El presente documento constituye el informe preliminar de la consultoría, que
incluye, como se estipula en el contrato, sólo los puntos 1-4 descritos en los
Términos de Referencia.
El informe consta de un total de 40 vistas (diapositivas) elaboradas por la
empresa consultora – Tiara International Conuslting, con apoyo de au asociada
para temas agrarios, ACM Perú.
March 12, 2016
2
1.
Análisis de los Cultivos de Maca Existentes y su Producción
1.1 Evaluar la extensión de tierras cultivadas con Maca .
– Total tierras cultivadas en el 2004 fue de 2,630 hectáreas de Maca y en el 2005 fue
de 2,950 hectáreas. Sin embargo se estima que las realmente cosechadas fueron
unas 1,200 ha (dato referencial del MINAG).
1.2 Evaluar la producción de Maca en términos de rendimiento por hectárea.
–
En tierra virgen se ha llegado
hasta 8 TM de producción
fresca.
El promedio del
agricultor tradicional está entre
4 y 6 TM/ha de maca fresca. Los
cultivos con mayor tecnología
(buena semilla y adecuado plan
de rotación) registran hasta 15
TM/ha.
Se registra mucha
alternancia e irregularidad en la
productividad.
Ubicación
Junín
Pasco
Huancavelica
La Libertad
Puno
Apurimac
Huánuco
Cusco
Ayacucho
–
En el 2005 se exportaron 300
ton/año
Fuente: Datos referenciales del MINAG
discutidos en el taller
March 12, 2016
2004
7.6 TM/Ha
3.7 TM/Ha
4.5 TM/Ha
6.7 TM/Ha
3.95 TM/Ha
4.0 TM/Ha
5.3 TM/Ha
4.0 TM/Ha
4.6 TM/Ha
2005
9.1 TM/Ha
3.8 TM/Ha
5.0 TM/Ha
6.7 TM/Ha
3.9 TM/Ha
3.8 TM/Ha
7.0 TM/Ha
3.4 TM/Ha
3
1.
1.3
Análisis de los Cultivos de Maca Existentes y su Producción (Cont.)
Estimar el crecimiento de las áreas cultivadas en los últimos diez años.
– Este estimado no se puede realizar dado que la maca se trata de sembrar
siempre en tierra virgen, por lo cual no hay un crecimiento real del área. Se
deja un terreno para pasar al siguiente. Se mencionó que existe un enfoque
especial en ampliar las áreas de la Meseta del Bombóm (Junín y Pasco), por
un tema de calidad de producto relacionado con el clima y la zona.
Probablemente las proyecciones de expansión en áreas de cultivo estarán
relacionadas con la disponibilidad de tierras en esta zona y la capacidad de
estructurar un esquema asociativo entre productores comunales, dueños de
la tierra y empresarios que puedan traer tecnología al campo.
1.4 Estimar el crecimiento de la producción de Maca el mismo periodo.
– Tanto el manejo de campo como el postcosecha son tan variables entre los
agricultores que no se ha podido identificar un claro crecimiento de la
producción total.
– La productividad en fresco en este cultivo está relacionada directamente con
la interacción del medio ambiente, con el manejo agronómico del cultivo
(rotaciones) y con la disponibilidad de buena semilla. La productividad en
seco está relacionada con el manejo postcosecha, que probablemente infiere
en las propiedades fitoquímicas buscadas por la industria.
March 12, 2016
4
1.
Análisis de los Cultivos de Maca Existentes y su Producción (Cont.)
1.5 Estimar el costo de producción de Maca.
– Tractor S/. 55/hr. máquina (incl. costo del chofer); generalmente se
necesitan 12 hrs. /ha y 4 hrs. cuando es segunda cosecha.
– Mano de obra directa son 52 jornales para cosechar de 6 a 7 TM/ha ó 37
jornales para cosechar 4 a 5 TM/ha. El costo por jornal es de S/. 14 (incl. el
almuerzo del trabajador).
– Costo de alquiler de la tierra a la comunidad es de S/. 250/ha.
– El costo de la semilla es de S/. 250/kg y generalmente se necesitan 3
kg/ha. Se siembra de 8 a 11 plantas por metro cuadrado.
– En general el costo de producción es de S/. 3,000 – S/. 4,000 para el
agricultor tradicional y menor de S/. 3,000 para el “industrial”.
– El ciclo de siembra-cosecha es de 9 meses, con casi cero costo de
matenimiento, dado que el agua es gratis.
– El costo de secado implica el jornal de los secadores por 3 meses (aprox
s/.500/mes por cada persona)
March 12, 2016
5
1.
1.6
Análisis de los Cultivos de Maca
Existentes y su Producción (Cont.)
Enumerar los beneficios medicinales del uso de Maca como complemento
dietético.
– Vigorizante, energizante, revitalizador
– Aumenta la vitalidad
– Tiene propiedades antiestresante y es considerado un antidepresivo natural
– Estimulación y regulación del sistema endocrino
– Fortalece el sistema inmunológico
– Favorece la capacidad reproductiva de la pareja
– Controla y disminuye el dolor menstrual
– Controla los sintomas de la menopausia
– Es recomendado para el consumo por personas de todas las edades, sin
restricciones ni contraindicaciones
– NOTA: sólo algunos de estos atributos están científicamente comprobados
(especialmente los de energizante y vigorizante). Los atrbutos relacionados
con el incremento de la potencia sexual están en investigación con
resultados positivos hasta el momento). Revisar literatura alcanzada por el
CIP.
1.7 Estimar el crecimiento del área de cultivo contra el incremento de rendimiento
por hectárea.
– No se tiene información suficiente para concluir sobre este punto.
March 12, 2016
6
Atributos
Nutracéuti
cos
Abstract -- The Andean maca root, Lepidium meyenii Walp., is underutilized in Peruvian traditional medicine. Although it has
several therapeutic properties, almost none has been scientifically confirmed. In order to evaluate vigor-inducing effects of
this potential adaptogen, two groups of mice were submitted to four different experiments. The Maca group consisted of mice
ingesting a pellet mix of commercial diet and Maca Andina® in a 1:1 ratio. The Control group received only a commercial diet.
No significant differences were observed when oxygen consumption measures on resting positions were analyzed. However,
there were significant differences in stamina-built up and oxygen consumption between the Maca group and Control mice,
when subjected to three distinct swimming trials in cold water. This is the first experiment based on an animal model to
assess the putative vigor-inducing effect attributed to maca. - “Vigor-Inducing Effect of the Andean Maca Root in Mice”
March 12, 2016
7
Ventajas y Desventajas de la Maca

Ventajas:
– Posibilidad de sembrar extensivo con adecuadas medidas sanitarias.
– Buena adaptabilidad a climas agrestes y a la altura.
– Suplemento alimenticio con propiedades únicas en el mundo. Posibilidad de
generar ventajas comparativas y competitivas en el producto terminado.

Desventajas:
– Genera riesgo de plagas (pulgón)
– Es necesario cultivo en tierra vírgen o la rotación del cultivo; lamentablemente
a esa altura no hay mucho con que rotarla.
– Problemas con el manejo del riego por el agricultor tradicional.
– Problemas de calidad de semilla
– Problemas de homogenización y sanidad en la postcosecha (secado)
March 12, 2016
8
2.
Maca y sus Derivados
2.1 Identificar las características y ventajas de los derivados de Maca.
– Ver Cuadro comparativo de los derivados de maca
2.2 Identificar los nombres de todos los derivados de la Maca.
– Ver cuadro comparativo de los derivados de maca
2.3 Hacer una evaluación de la producción de cada derivado.
– En parte ha sido respondido en el punto 2.1 – 2.2
2.4 Hacer una evaluación de las propiedades químicas de cada derivado individual.
– Ver cuadro comparativo de los derivados de Maca
2.5 Valor agregado en cada derivado.
– Ver flujo de proceso
March 12, 2016
9
Cuadro Comparativo de los Derivados de Maca
Derivados
Liofilizado
Atomizado
Deshidratado
-
Ventajas
Mayor preservación del producto.
Solubilidad.
Se seca de 12 a 14 hrs. (48 horas con aloe vera)
No se necesitan aditivos ni preservantes.
Almacenaje y transporte sencillo.
Digestivo
Solubilidad
Alta concentración
Digestivo
Sencillo
-
Digestivo
Bajo costo de procesamiento
Preservación
Menor carga microbiana
-
Mayor digestibilidad que los antes mencionados
Menor costo
-
Desventajas
Producto muy costoso.
Hidroscópico
- Requiere aditivos
- Alta temperatura
- Inestable – hidroscópico
- Se degrada muy facilmente
perdiendo sus características
-
Producto relativamente costoso
-
Producto muy común
Insoluble
Alta carga microbiana
Gelatinizado
Harina
March 12, 2016
Mercado
Japón
Corea
Japón
Japón y
USA
10
Flujo de Proceso
100%
Recepción
Maca Humeda
Maca Seca
Seleccion/clasificacion
Seleccion/clasificacion
Limpieza/Desinfección
Lavado/Desinfección
90%
15-28% humedad
90%
Rodajado
Tostado
Obtención de chips
Secado
Molienda
Secado
Molido
Envasado
Envasado
Molienda
Extruido
Homogeneizado
Molienda
H20
OH
Hidroalcohol
Atomizacion
Secado tambor rotatorio
Gelatinzación
Molienda
March 12, 2016
11
2.
Maca y sus Derivados (Cont.)
2.6 Equipamiento e infraestructura necesarios para la producción de los distintos
derivados
– Infraestructura necesaria:
 Terreno
 Agua y electricidad
 Laboratorio de Control de Calidad
– Dentro de los equipos importantes se debe de contar con:
 Tinas de Lavado
 Secador
 Cortadora
– Molino
– Triturador
 Gelatinizadora
 Extractora
 Envasadora/Empacadora
March 12, 2016
12
2.
Maca y sus Derivados (Cont.)
2.7 Capital de inversión y costos requeridos para la producción de cada derivado
– Precio de Maca es de S/. 5.00/kg. pagado al acopiador; S/. 4.00/kg. pagado
al campo y luego el comprador asume el costo de transporte que es de US$
0.04/kg; es decir puesto en planta el precio es de S/. 5.1/kg. Finalmente el
precio para la maca orgánica es de S/. 7.5/kg; en el caso de la maca
orgánica se tiene contrato de largo plazo con la comunidad.
– Una planta procesadora con una capacidad de repocesar de 220 a 250
toneladas de Maca al año debe estar entre US$ 45,000 a US$ 90,000
dependiendo si es tecnología baja o media.
– En cuanto a la mano de obra se debe de contar con 12 personas para una
planta de baja tecnología de los cuales deben ser 8 personas para el proceso
de selección de la maca; 2 personas encargadas del Laboratorio de Control
de Calidad y 2 personas para la parte administrativa.
March 12, 2016
13
3.
Identificación y Análisis de Mercados Potenciales
3.1 Se realizará un taller participativo con los principales agentes vinculados al sector
(gremios, productores, exportadores, instituciones gubernamentales, cooperación
internacional) que son parte de la cadena de valor de los productos derivados de
la Maca con el propósito de tomar en cuenta la problemática y la agenda actual
para la selección de mercados
– Los Talleres I y II se realizaron el día Miércoles 9 de Agosto de 2006, en las
instalaciones del Centro Internacional de la Papa – CIP.
3.2 Se hará un análisis de la información, documentación y bibliografía (publicaciones)
disponible para determinar:
3.2.1 Las formas y presentaciones más convenientes (galletas, harina, etc.) para
la exportación de Maca procesada.
 Harina de Maca
 Maca Gelatinizada
 Cápsulas
 Extracto de Maca
March 12, 2016
14
Área Cultivada
Departamento
Area (ha)
Ancash
27
Ayacucho
4.6
Huancavelica
74.6
Huanuco
12
Puno
4.5
Apurimac
28
Junin
388
Pasco
642
Total
1180.7
Se considera que debería ser un poco más, pero estos son los datos oficia
March 12, 2016
15
Producción de Maca por Hectárea




Raíz fresca de maca por hectárea = 4,100 Kg
Rendimiento por hectárea de maca desecada (50%)= 2,050 Kg (este producto aún contiene
20% de agua)
Costo de Producción por hectárea = S/. 4,974, es decir, $1,498.19
Costo de producción de un Kg de maca desecada = $1.25
Producción Total de Maca
• Producción Total de maca desecada en 2005 = 2,419
toneladas a razón de unas 1,200 Ha cosechadas (ver cuadro
anterior) con un rendimiento aprox. de 4.1 TM/Ha
• Producción en varios departamentos:
– Departamento de Junin 1,439 tons
– Departamento de Pasco 864 tons
– Departamento de Apurimac 116 tons
March 12, 2016
16
Precios Internacionales de Hipocótilos Secos
País
Mes
Canada
España
EEUU
Japón
Abril
Febrero
Enero
Octubre
Promedio
March 12, 2016
Precio/ Kg
7
7.88
5.53
7.75
7.04
17
Precios Promedio de Exportación de la Maca - $/Kg
12
10
8
6
4
2
0
2001
March 12, 2016
2002
2003
2004
2005
18
Maca y sus Derivados - I
EXPORTACIONES (INGRESOS) – 2001-05
3500
3000
2500
2000
EN OOO'S USD
1500
1000
500
0
2001 2002 2003 2004 2005
March 12, 2016
19
Maca y sus Derivados - II
EXPORTACIONES EN TONELADAS 2001-05
450
400
350
300
250
200
EN TONS
150
100
50
0
2001
March 12, 2016
2002
2003
2004
2005
20
Listado de Derivados de la Maca
y su % en Exportaciones
DERIVADOS (17 Items)
Harina
Extracto
Capsulas
Micropulverizada
Gelatinizada
Dulce
Molida
Embarque Mixto
Otros*
2001 (%)
18.66
7.96
47.50%
17.22
3.49
2.49
0.00
0.00
2.68
2005 (%)
9.50
3.33
38.0%
21.90
9.65
0.25
9.70
3.04
4.63
*Otros incluye Hipocolitos, Otras Presentaciones, Trozada, Granulada, Artículos de Limpieza,
Café, Licor, Aceite
March 12, 2016
21
Listado de Derivados de la Maca y su Precio de Exportación Unitario
DERIVADOS (17 Items)
2001 (US$)
Harina
Extracto
Capsulas
Micropulverizada
Gelatinizada
Dulce
Molida
Embarque Mixto
Otros*
6.30
70.60
28.69
7.94
19.97
3.46
0.00
0.00
2.68
21.56
2005 (US$)
6.06
61.20
7.95
9.19
2.40
7.48
13.79
4.63
*Otros incluye Hipocolitos, Otras Presentaciones, Trozada, Granulada, Artículos de
Limpieza, Café, Licor, Aceite
March 12, 2016
22
Exportaciones de Derivados - 2001
Harina - 47.5
Extract-17.2
Capsules-18.7
M-Pulvz-7.96
Gelatin-3.49
Dulce-2.49
Molida - 0
Emb_Mix-0
Otros -2.68
March 12, 2016
23
Exportaciones de Derivados - 2005
Harina-38
Extract-21.9
Capsules-9.50
M-Pulvz-3.33
Gelatin-9.65
Dulce-0.25
Molida-0.14
Emb Mix-9.70
Otros - 4.63
March 12, 2016
24
Exportaciones de Maca a Varios Países
en un Año Típico
USA - 67
JAPÓN - 27
ESPAÑA - 2.2
ITALIA - 0.21
OT-AMCA-1.91
OT-UE-0.53
OT-ASIA-0.74
March 12, 2016
25
Tasas de Crecimiento de las Exportaciones de Derivados de la Maca
Tasas de Crecimiento Compuesto Anual
(TCCA)
2001-04
TCCA de Ingresos por Exportación
14.44%
TCCA de Exportaciones en Toneladas
March 12, 2016
2001-05
26.36%
29.02%
15.18%
26
3.
3.3
Identificación y Análisis de Mercados Potenciales (cont.)
Se levantará información estadística confiable y desagregada. Esto incluirá precio
FOB y CIF, volumen y destinos.
– Precio FOB es de US$ 4.0 a US$ 6.0/kg de harina de maca. Es decir el precio
por medio kilogramo es de US$ 2.20.
– Si se desea exportar a España hay un costo de US$ 2.0/kg por proceso de
esterilización por parte de AECI (certificación).
– Según los presentes en el taller se debe de fijar como precio FOB mínimo de
US$ 6.0/kg; cualquier precio por debajo de ese debe de estar “dumpeado”.
Hubo un caso de Maca exportada a Nueva York a precio FOB de US$ 0.70/kg
se comprobó que el producto estaba subvencionado pero fue una
competencia muy fuerte para los productores peruanos.
March 12, 2016
27
3.
Identificación y Análisis de Mercados Potenciales (cont.)
3.4 Selección de una terna de los potenciales países/mercados donde el producto pueda
ingresar exitosamente
– EEUU, Japón, y Corea
 A partir de las experiencias de exportaciones actuales, la consultora
preparó expresamente una matriz para evaluar los mercados
potenciales de manera participativa.
3.5 Se realizará una presentación y se elaborarán documentos informativos sobre los
mercados seleccionados y los criterios utilizados para la selección de la terna de
mercados
– Se hizo una presentación en el Taller I y se discutieron los temas referidos en el
programa que se adjunta.
March 12, 2016
28
Programa del Taller I
I.- Presentación de los Puntos a Discutir:
II.- Exposiciones Técnicas del CIP
III.- Coffee Break
IV.- Discusión sobre el punto 1 (Punto Agrario):
V.- Discusiones sobre el punto 2 (Punto Agroindustrial):
1.
1.1
1.2
9:10 am
9:45 am
10:45 am
11:15 am
11:15 am
1.3
1.4
1.5
ANÁLISIS DE LOS CULTIVOS DE MACA EXISTENTES Y SU PRODUCCIÓN:
Evaluar la extensión de tierras cultivadas y rendimientos de Maca.
Estimar el crecimiento de las áreas cultivadas y producción de Maca en los últimos
diez años.
Estimar el costo de producción de Maca.
Enumerar los beneficios medicinales del uso diario de Maca como complemento dietético.
Estimar el crecimiento del área de cultivo contra el incremento de rendimiento /ha.
2.
2.1
2.2
2.3
2.4
2.5
MACA Y SUS DERIVADOS
Identificar las características y ventajas de los derivados de la Maca.
Hacer una evaluación de la producción y propiedades quimicas de cada derivado individual.
Valor agregado en cada derivado.
Equipamiento e infraestructura necesarios para la producción de los distintos derivados.
Capital de inversión y costos requeridos para la producción de cada derivado.
VI.- Conclusiones:
March 12, 2016
1:00 pm
29
4.
Selección de un Mercado Objetivo
4.1 Los resultados de la Reunión del 10 de Julio de 2006, previa a los talleres I y II.
– Se identificaron algunas de las “Buenas Prácticas” que sean aplicables a la Maca
y éstas serían aplicadas con un modelo.
– Como resultados iniciales al Taller II, se expuso la información obtenida en el
Taller I y en la reunión de trabajo que se estableció el 10 de Julio, en las
instalaciones del IPPN.
– En dicha reunión se le encargó a la consultora que estudiara desarrollar un
estudio comparativo (benchmarking) con el “Ginseng”.
– En el taller II se hizo una presentación y se discutieron los temas referidos en
el programa que se adjunta.
– En el taller II se contó con la presencia de productores y representantes de
asociaciones de productores, asociados a IPPN, exportadores, industriales y
técnicos y científicos especialistas en el tema de producción de lúcuma.
March 12, 2016
30
Asistentes al Taller
Item
Empresa
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
IPPN
Laboratorios Hersil S.A.
Pachacamac Trading
Peruvian Heritage S.A.
Quimper International
Inversiones 2A S.R.L.
Peruvian Nature S & S
Zana Export S.A.C.
Vita Mac
Asociación de productores y agroindustriales de maca
Asociación de agroindustriales - Junín
APROMACA Junín “MBCH”
ECO PASCO
MCLCP- Región Pasco
Ministerio de Agricultura
Ministerio de Agricultura
Prompex
Prompex
IPPN
Liofilizadora del Pacifico
Liofilizadora del Pacifico
ACM
ACM
March 12, 2016
Representante
Eduardo Ferré Cornejo
Juan Jose Silva Martinot
Iván Salas Mancilla
Mark Hein Sittler
Michel Guillerm Ducher
Rolando Aliaga Cárdenas
Damian Silva Cevallos
Daniel Higa Harada
Luciano Silva Checa
Alberto Castillo Huerta
Lucy Barrios Tacuri
Adolfo Huaytalla Flores
Carlos Portugal Mendoza
Valentín Arias Rolando
Magno Meyhuay
Jose Luis Rabines
Max Rodriguez
Juan Carlos Mandujano
Carlos Desmaison
Luigi Iozzelli
Lorena Olavarria
Carlos A. Salas
Gisela Camminati
Cargo/Actividad
Asistencia
Presidente
Exportador
Exportador
Exportador
Exportador
Procesador-exportador
Procesador-exportador
Procesador-exportador
Procesador-exportador
Agricultor
Agricultor
Agricultor
Agricultor
Agricultor
DGPA-MINAG
Lider Cadena Productiva de Maca
Representante
Coordinador Proyecto BID
Vicepresidente
Comercialización y Marketing
Comercialización y Marketing
Coordinador General
Gerente de Desarrollo Economico
Asistió
No Asistió
Asistió
No Asistió
Asistió
No Asistió
Asistió
Asistió
Asistió
No Asistió
No Asistió
No Asistió
No Asistió
Asistió
Asistió
Asistió
Asistió
No Asistió
Asistió
Asistió
Asistió
Asistió
Asistió
31
Asistentes al Taller (cont.)
Item
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
Empresa
Representante
ACM
ACM
ACM
FINCA
Tiara
STC-CGIAR
Independiente
Asoc. Productores de Maca
Univ. Daniel Alcides Carrion de Pasco
Taurus Peru
ECOANDINO
CIP
CIP
CIP
CIP
CIP
CIP
CIP
CIP
CIP
Cesar Paredes
Rosario Alva
Roberto Santos
Luis de las casas
Trevor Norris
Alfonso Altet
Pilar Palomino Blanco
Hickey Cordova Herrera
David Aguirre Ponce
Christian Diaz Vasquez
Carlos Samaniego
Roberto Quiroz
Alberto Salas
Ivan Manrique
Thomas Bernet
Enrique Chujoy
Cynthia Zorrilla
Romel Aguilar
Ana Oviedo
Kelly Vivanco
APROMACA Pasco
CIP
CIP
Hugo Vidal
Hugo Li Pun
Jorge Luis Benavides Padilla
March 12, 2016
Cargo/Actividad
Asistencia
Consultor
Consultor
Consultor
Director Ejecutivo
Consultor
Representante
Representante de Agricultores
Asistió
Asistió
No Asistió
Asistió
Asistió
Asistió
Asistió
No Asistió
Asistió
Asistió
Asistió
Asistió
Asistió
Asistió
Asistió
Asistió
Asistió
Asistió
Asistió
Asistió
Asistió
Asistió
Asistió
Docente
32
4.
SELECCIÓN DE UN MERCADO OBJETIVO (cont.)
4.2 Elaboración de material de trabajo e informativo para los participantes de este taller
decisivo.
– Ver Programa del Taller II.
4.3 Coordinaciones logísticas para la realización del taller
– Taller realizado en el Centro Internacional de la Papa
4.4 Identificación y convocatoria a los principales agentes del sector.
– Ver lista de Participantes y Asistentes. Se convocó a científicos, productores e
industriales, sector público y cosnultores en temas de agronegocios.
4.5 Presentación de una terna de los potenciales países/mercados a exportar y el
análisis que condujo a su selección.
– Ver Matriz Resultado del Taller
4.6 Selección del mercado objetivo al cual se orientará el plan de acción.
– Ver Matriz Resultado del Taller
March 12, 2016
33
Programa del Taller II
I.- Coordinación y Presentación de los Puntos a Discutir:
II.- Discusión sobre el punto 3:
2:15 pm
2:30 pm
3.
IDENTIFICACIÓN Y ANÁLISIS DE MERCADOS POTENCIALES
3.1 Se hará un análisis de la información, documentación y bibliografía (publicaciones)
relevante disponible para determinar las formas y presentaciones más convenientes
(galleta, harina, etc.) para la exportación de Maca procesada.
3.2 Se levantará información estadística confiable y desagregada. Esto incluirá precio FOB
y CIF, volumen y destinos.
3.3 Selección de una terna de los potenciales países/mercados donde el producto pueda
ingresar exitosamente – definición de criterios críticos y definir cual será el (los
mercado(s) objetivo para la elaboración del plan de acción de exportación de Maca,
utilizando una cartilla-matriz elaborada por TIARA y ACM.
III.- Plenaria – Resultados de la Matriz:
IV.- Coffee Break:
V.- Conclusiones:
VI.- Clausura:
March 12, 2016
4:00
4:30
5:00
5:30
pm
pm
pm
pm
34
Elementos de Identificación y
Criterio de Análisis para el Mercado
Potencial
Desarrollo de una matriz con un sistema de puntaje que tome en consideración los
siguientes parámetros:

Opinión y percepción del cliente sobre el producto.

Segmentación del mercado basado en:
 Nivel de Ingresos
 Diversidad Étnica
 Ubicación Geográfica

Actual demanda del mercado para los derivados de lúcuma o productos
similares como frutas tropicales y pulpas.

Sistema existente para la tasación de productos similares a la lúcuma.

Elasticidad de la demanda para lúcuma, sus derivados y productos similares.

•
Definición de la distinta ponderación de cada una de las variables/factores
presentados para la selección del mercado ideal para desarrollar el plan de acción.
March 12, 2016
35
CRITERIOS PARA LA SELECCIÓN DEL MERCADO - LÚCUMA
ORDENE LOS PAISES SEGÚN LOS SIGUIENTES CRITERIOS
USA
JAPÓN
UK
FRANCIA
ALEMANIA
ESPAÑA
COREA
POBLACIÓN (MILLONES DE HABITANTES)
294.49
127.78
60.57
60.64
82.71
TAMAÑO DE LA ECONOMÍA - PBI (US$ BILLONES)
11,483
3,603
1,727
1,683
2,293
921
675
PBI PER CAPITA (US$)
38,994
28,196
28,513
27,759
27,720
22,758
13,746
40.4814
49.08
SEGMENTACIÓN DEL NIVEL DE INGRESOS
POBLACIÓN CON INGRESOS MAYORES A US$ 200K
2.25%
1.50%
1.00%
0.75%
1.25%
0.15%
0.10%
POBLACIÓN CON INGRESOS ENTRE US$ 150k & US$ 200K
2.50%
1.85%
1.15%
0.90%
1.40%
0.55%
0.25%
POBLACIÓN CON INGRESOS ENTRE US$ 100K & US$ 150K
8.50%
4.95%
3.50%
3.25%
3.75%
1.37%
0.75%
POBLACIÓN CON INGRESOS ENTRE US$ 50K & US$ 100K
14.25%
9.68%
11.15%
8.95%
9.15%
5.95%
2.11%
POBLACIÓN CON INGRESOS ENTRE US$ 25K & US$ 50K
16.43%
15.12%
17.70%
21.66%
16.25%
23.52%
3.34%
POBLACIÓN CON INGRESOS MENORES A US$ 25K
21.15%
22.72%
41.00%
46.30%
41.00%
52.00%
74.68%
POBLACIÓN CON INGRESOS MAYORES A US$ 50K
62.42%
62.16%
41.30%
32.04%
42.75%
24.48%
25.32%
DEMANDA DE MERCADO PARA HELADO (US$ MM)
5,292
2,296
1,088
1,090
1,486
727
882
DEMANDA DE MERCADO PARA YOGURT (US$ MM)
7,056
3,061
1,451
1,453
1,982
970
1,176
TAMAÑO DE MERCADO PARA OTROS PRODUCTOS (US$ MM)
1,235
536
254
254
347
170
206
TAMAÑO DE MERCADO PARA SABORES DE HELADO Y YOGURT
1,358
589
279
280
381
187
226
(10% DEL MERCADO DE HELADO/YOGURT)
PERCEPCIÓN DEL SABOR DE LA LÚCUMA
30%
45%
25%
35%
37%
60%
75%
ACTITUD FAVORABLE DEL CONSUMIDOR
35%
55%
35%
45%
47%
70%
85%
NIVELES DE PRECIO Y MÁRGENES
7.50
8.50
7.25
7.10
7.60
6.00
7.25
COSTO DE PROMOCIÓN PARA LLEGAR AL CONSUMIDOR
5.00
4.00
4.00
3.00
4.00
5.00
8.00
FACILIDAD DE ACCESO A RED DE DISTRIB. DE LOS FABRICANTES DE HELADO Y YOGURT
7.00
5.00
6.25
5.00
6.00
6.00
6.50
FLETE
9.00
5.00
4.00
4.00
4.00
5.00
5.00
10.00
8.00
7.00
7.00
7.00
7.00
8.00
8.50
8.50
5.50
5.50
5.50
5.50
9.00
EVALÚE EL SISTEMA DE PRICING EXISTENTE
ARANCELES
BARRERAS NO ARANCELARIAS (FDA, POLÍTICAS, NOVEL FOODS, CERTIFC. ETC.)
VENTAS ACTUALES DE LÚCUMA Y SUS DERIVADOS (US$ MM)
0.04
0.02
DEMANDA POTENCIAL DE LÚCUMA Y SUS DERIVADOS (US$ MM)
13.58
15.31
7.26
7.26
9.91
4.85
5.88
VALOR DEL 2% DE PARTICIPACIÓN DE MERCADO (US$)
27.17
30.61
14.51
14.53
19.82
9.70
11.76
PBI PER CAPITA
1.00
0.72
0.73
0.71
0.71
0.58
0.35
NIVEL DE INGRESOS SOBRE US$ 50K
1.00
1.00
0.66
0.51
0.68
0.39
0.41
TAMAÑO DEL MERCADO PARA HELADO
TAMAÑO DEL MERCADO PARA YOGURT
1.00
0.43
0.21
0.21
0.28
0.14
0.17
1.00
0.43
0.21
0.21
0.28
0.14
0.17
SEGMENTO DE MERCADO PARA OTROS PRODUCTOS
1.00
0.43
0.21
0.21
0.28
0.14
0.17
SEGMENTO DE MERCADO PARA SABORES
1.00
0.43
0.21
0.21
0.28
0.14
0.17
ACTITUD FAVORABLE DEL CONSUMIDOR
0.41
0.65
0.41
0.53
0.55
0.82
1.00
PRICING EN EL MERCADO
0.88
1.00
0.85
0.84
0.89
0.71
0.85
COSTO DE PROMOCIÓN
0.63
0.50
0.50
0.38
0.50
0.63
1.00
ACCESO A LA DISTRIBUCIÓN
1.00
0.71
0.89
0.71
0.86
0.86
0.93
FLETE
1.00
0.56
0.44
0.44
0.44
0.56
0.56
ARANCELES
BARRERAS NO TARIFARIAS (FDA, POLÍTICAS, NOVEL FOODS, ETC.)
1.00
0.80
0.70
0.70
0.70
0.70
0.80
0.94
0.94
0.61
0.61
0.61
0.61
1.00
DEMANDA ACTUAL DE LÚCUMA Y SUS DERIVADOS
1.00
0.54
DEMANDA POTENCIAL DE LÚCUMA Y SUS DERIVADOS
0.89
1.00
0.47
0.47
0.65
0.32
0.38
VALOR DEL 2% DE PARTICIPACIÓN DE MERCADO
0.89
1.00
0.47
0.47
0.65
0.32
0.38
272.86
184.44
120.19
114.55
129.33
119.70
145.45
VARIABLES NORMALIZADAS
March 12, 2016
PUNTAJE DE LOS PAISES RESPECTIVOS
-
-
-
-
-
PONDER. (0 - 25)
-
-
-
-
-
36
Matriz de Resultados –
Taller II
Variables a Ponderar - cuáles son las más importantes, las que
determinarán si debo escoger a un país específico para para definir mi
estrategia de penetración de mercado...
OJO: la ponderación que aparece en la
tabla es la que se promedio después de
discutir cada variable durante el taller
participativo.
PAISES
VARIABLES NORMALIZADAS
Países Seleccionados
USA
JAPÓN
UK
FRANCIA ALEMANIA
ESPAÑA
COREA
POND. (0-25)
PBI PER CAPITA
11.3
1.00
0.72
0.73
0.71
0.71
0.58
0.35
NIVEL DE INGRESOS SOBRE US$ 50K
14.9
1.00
1.00
0.66
0.51
0.68
0.39
0.41
TAMAÑO DE MERCADO PARA SUPLEMENTOS DIETÉTICOS Y NUTRICIONALES
20.8
1.00
0.29
0.07
0.07
0.10
0.05
0.13
TAMAÑO DE MERCADO PARA EL SUB-SEGMENTO ENERGIZANTE
19.5
1.00
0.29
0.07
0.07
0.10
0.05
0.13
SEGMENTO DE MERCADO PARA GINSENG
11.9
1.00
0.34
0.08
0.08
0.11
0.06
0.21
SEGMENTO DE MERCADO PARA RED BULL
8.4
1.00
0.40
0.10
0.10
0.14
0.07
0.25
ACTITUD FAVORABLE DEL CONSUMIDOR
18.9
0.63
0.75
0.50
0.69
0.65
0.81
1.00
PRICING
17.1
0.88
1.00
0.94
0.86
0.88
0.81
0.88
COSTO PROMOCIONAL
21.35
0.63
0.50
0.50
0.38
0.50
0.63
1.00
ACCESO A DISTRIBUCIÓN
19.85
0.89
1.00
0.78
0.67
0.56
0.78
0.89
FLETE
8.8
1.00
0.56
0.44
0.44
0.44
0.56
0.56
ARANCELES
15.4
1.00
0.80
0.70
0.70
0.70
0.70
0.80
18
0.89
0.89
0.53
0.53
0.53
0.53
1.00
DEMANDA ACTUAL PARA MACA Y SUS DERIVADOS (US$ MM)
13.95
0.75
1.00
DEMANDA POTENCIAL PARA MACA Y SUS DERIVADOS (US$ MM)
(VALOR DEL 1% DE PARTICIPACIÓN DE MERCADO (US$ MM))
20.25
1.00
0.29
0.07
0.07
0.10
0.05
0.13
20.7
1.00
0.29
0.07
0.07
0.10
0.05
0.13
225.81
183.48
109.43
104.40
108.64
109.59
140.03
BARRERAS NO ARANCELARIAS (FDA, POLÍTICAS, NOVEL FOODS ETC.)
March 12, 2016
-
-
-
-
-
37
Conclusiones

Se ha definido la situación actual y los cuellos de botella para el fortalecimiento
de la cadena agrícola de maca. Se ha realizado un buen estimado de costos de
producción para el campo y proceso industrial.

Es necesaria una estandarización y una homogenización del producto que se
busca cultivar (tanto en características organolépticas como en propiedadades
fitoquímicas).

Se necesita definir un manual de manejo agronómico de la maca para
incrementar productividad. Asímismo se necesita una estandarización del
manejo postcosecha en el secado (calidad y sanidad).

En el sector agroindustrial se ha evaluado las ventajas y desventajas de cada uno
de los derivados potenciales.

En el aspecto de mercado, se ha determinado una lista corta que incluye dos
países – USA y Japón –para iniciar la elaboración y el desarrollo del plan
estratégico de acceso de productos de maca a estos mercados.

No hay una estandarización en la oferta y la demanda del mercado
(características físicas específicas que pide el mercado internacional) – vínculo
entre la fase agraria e industrial es muy ligera.

Es posible explorar el desarrollo de alternativas de mercado no vinculadas con la
nutrición humana.
March 12, 2016
38
MACA EXPORT MARKET – U.S.A.
Phase II & III
DVELOPMENT OF ACCESS PLAN –
USA TARRIFF BARRIERS
 U.S.-Peru Trade Promotion Agreement (USPTA),
–
–
Andean Trade Promotion and Drug Eradication Act (ATPDEA),
The Free Trade Agreement (FTA)/Trato del Libre Comercio (TLC):
–
Presently there are no tariffs on products such as Maca from Peru. Although Peru and
the United States have negotiated a holistic free trade agreement (FTA/TLC), as of
December 2006 it has not been fully ratified by both countries for unrelated internal
political reasons which occurred in both countries since its negotiation.
Nonetheless, exports from Peru are currently tariff free due to the ongoing Andean
Trade Promotion and Drug Eradication Act (ATPDEA) which is due to expire at the end
of 2006.
Due to the election results in the USA of November 2006, which changed the majority
in the US Senate and House of Representatives to the Democrat Party, the future of
the ratification process of the Free Trade Agreement (FTA/TLC) is unclear.
However, it is likely (and assumed for this report) that either the ATPDEA will be
extended (likely) or the Free Trade Agreement will be ratified prior to the swearing-in
of the new Democrat Majority (possible) or the new U.S. Congress will ratify it
immediately (unlikely).
Should there be no preferential trade agreement in force, many of the
assumptions, particularly those dependent to pricing must be reconsidered.
As an “exotic” product, the absence of a trade agreement would affect Maca much less
than other Peruvian Exports (such as cotton garments).
As the consumption and use of Maca is typically associated with a desire for “improved
well-being” the Maca industry must take particularly special care to not make
unsubstantiated health claims which run afoul of US Law.
–
–
–
–
–
–
March 12, 2016
40
LABELING AND ADVERTISING
REGULATIONS OF FDA & FTC - I
 The Food and Drug Administration (FDA) has primary responsibility
for claims on dietary supplement product labeling, including packaging,
inserts, and other promotional materials distributed at the point of sale
 The Federal Trade Commission (FTC) has primary responsibility for
claims in advertising, including print and broadcast ads, infomercials,
catalogs, and similar direct marketing materials
 The FTC’s truth-in-advertising law consists of two parts:
–
–
Advertising must be truthful and not misleading; and
Before disseminating an ad, advertisers must have adequate substantiation
for all objective product claims
March 12, 2016
41
LABELING AND ADVERTISING
REGULATIONS OF FDA & FTC - II
 The Dietary Supplement Health and Education act of 1994
(DSHEA) defined “dietary supplements” as a separate regulatory
category from “drugs” regulated by the FDA and liberalized the
information that could be disseminated by supplement marketers
 As a result of the DSHEA, dietary ingredients used in dietary
supplements are no longer subject to the pre-market safety
evaluations required of other new food ingredients or for new uses of
food ingredients
 Under DSHEA, all statements of nutritional support for dietary
supplements must be accompanies by a two-part disclaimer on the
product label:
–
–
That the statement has not been evaluated by the FDA, and
That the product is not intended to “diagnose, treat, cure, or prevent any
disease”
March 12, 2016
42
IDENTIFICATION OF MARKET SEGMENTS
FOR PARTICIPATION
 Dietary supplements:
–
–
–
–
–
–
–
–
Bone & joint
Antioxidants
Stress
Energy
Male support
Female support
Mood & brain
Probiotics, fungistat, bacteriostat, etc.
 Functional beverages for new products
–
–
–
–
Sports & performance drinks
Energy drinks
Ready-to-drink tea
Enhanced water
March 12, 2016
43
DEMAND LEVELS FOR PRODUCTS IN
THESE SEGMENTS
SEGMENT









Bone & Joint Segment
Anti-oxidants Segment
Stress Products
Energy Supplements
Male Support Products
Female Support Products
Mood/Brain Products
Others (Probiotics, Fungi-Stat, Bacteriostat)
Total
March 12, 2016
DEMAND
ESTIMATE
in MM$
701
366
367
243
106
159
194
348
2,474
SHARE
of Herb
Supplements
15.9%
8.3%
8.1%
5.5%
2.4%
3.6%
4.4%
7.9%
56.1%
44
CUSTOMER ANALYSIS –
DIETARY SUPPLEMENT MANUFACTURERS - I
 Nutraceutical International (NYSE: NUTR)
–
–
–
–
–
–
Company website: http://www.nutraceutical.com/
1400 Kearns Blvd., Park City, UT 84060
Tel: 435-655-6160
2005 sales: $148.2 million
Nutraceutical manufactures and sells over 3,000 SKUs of vitamins,
minerals, herbs, and specialty formula supplement products
The company’s products are sold in over 1,500 retailers nationwide,
including independent health & natural food stores, health & natural food
store chains, and GNC stores
Subsidiaries and brands that sell maca products:



March 12, 2016
Action Labs
Solaray
Thompson
45
CUSTOMER ANALYSIS –
DIETARY SUPPLEMENT MANUFACTURERS - II
 Gaia Herbs Company
–
–
–
–
–
–
–
Company website: http://www.gaiaherbs.com/
108 Island Ford Road, Brevard, NC 28712
Tel: 828-884-4242
Estimated 2005 sales (D&B): $32.4 million
Gaia Herbs is a grower and producer of Certified Organic herbs and herbal
products
The company cultivates over 50 crops on 250 acres of its own farm
Gaia Herbs products are sold in independent health & natural food stores as
well as health & natural food store chains
The company has a maca product called “Male Libido”
March 12, 2016
46
CUSTOMER ANALYSIS –
DIETARY SUPPLEMENT MANUFACTURERS - III
 Herbs America Company – Maca Magic
–
–
–
–
–
Company website: http://www.macamagic.com/
1065 Messinger Road, Grants Pass, OR
Tel: 541-846-6222
Estimated 2005 sales (D&B): $320,000
Herbs America works in over 30 countries around the world, including
biodiversity departments in Peru, Nepal, Vietnam, Laos, China, and Tibet
The company’s two signature brands of specialty products are:


–
–
Maca Magic
Amazon Therapeutic Laboratories
Herbs America works directly with Peruvian maca farmers to produce raw
tubers and with local manufacturers to produce maca derivatives
The company emphasizes that the maca is grown without pesticides and
with consideration for the environmental concerns
March 12, 2016
47
CUSTOMER ANALYSIS –
DIETARY SUPPLEMENT MANUFACTURERS - IV
 Nature’s Way
–
–
–
–
–
–
–
Company website: http://www.naturesway.com/
1375 N. Mountain Springs Pkwy, Springville, UT 84663
Tel: 801-489-1500
Estimated 2005 sales (D&B): $32.3 million
Nature’s Way is a manufacturer and seller of over 500 nutritional and
dietary supplements
The company’s products include single herbs, herbal extracts, formulations,
vitamins and minerals, and homeopathic products
Nature’s Way products are sold in independent health & natural food stores
and health & natural food store chains
The company manufactures maca capsules
March 12, 2016
48
CUSTOMER ANALYSIS –
DIETARY SUPPLEMENT MANUFACTURERS - V
 Whole World Botanicals
–
–
–
–
–
–
–
Company website: http://www.wholeworldbotanicals.com/
800 Riverside Dr, Apt Grm, New York, NY 10032
Tel: 212-781-6026
Estimated 2005 sales (D&B): $110,000
Whole World Botanicals distributes Certified Organic, Bio-Dynamic, and
Wildcrafted herbs
The company does not use any additives, coloring, flavoring, excipients,
pesticides, chemical fertilizers, irradiation, or chemical gas in its products
Whole World Botanicals’ maca products are certified organic by BIO LATINA,
an organization approved by the USDA in accordance with the National
Organic Program
The company offers maca in powder and capsules
March 12, 2016
49
CUSTOMER ANALYSIS –
DIETARY SUPPLEMENT MANUFACTURERS - VI
 Natrol (NASDAQ: NTOL)
–
–
–
–
–
–
Company website: http://www.natrol.com/
21411 Prairie St., Chatsworth, CA 91311
Tel: 818-739-6000
2005 sales: $67.5 million
Natrol manufactures and markets premium branded nutritional
supplements
The company’s products are sold in health food stores, mass-market clubs,
drug stores, and food stores
Natrol offers a maca capsule product
 Nutraceutical Sciences Institute (NSI)
–
–
–
–
–
Company website: https://www.gonsi.com/
Tel: 800-848-2990
NSI’s board certified medical doctors create exclusive patents of
nutraceutical formulations
The company’s products are sold through independent health food stores
NSI offers a maca extract capsule product
March 12, 2016
50
CUSTOMER ANALYSIS –
DIETARY SUPPLEMENT MANUFACTURERS - VII
 Lifetime Vitamins (Nutritional Specialties)
–
–
–
–
–
–
Company website: http://www.lifetimevitamins.com/
1967 N. Glassell St., Orange, CA 92865
Tel: 714-634-2900
Estimated 2005 sales (D&B): $4.1 million
Lifetime Vitamins is a manufacturer and distributor of dietary food
supplements
The company’s products are available through health & natural food stores
Lifetime Vitamins offers a maca capsule product
 Now Foods
–
–
–
–
–
Company website: http://www.nowfoods.com/
395 S. Glen Ellyn Road, Bloomingdale, IL 60108
Tel: 888-669-3663
Now Foods manufactures and sells nutritional products
The company’s products are sold through independent health food stores
Now Foods offers a maca capsule product
March 12, 2016
51
CUSTOMER ANALYSIS –
DIETARY SUPPLEMENT MANUFACTURERS - VIII
 Nature’s Sunshine Products (NASDAQ: NATR)
–
–
–
–
–
–
Company website: http://www.naturessunshine.com
75 E. 1700 South, Provo, UT 84606
Tel: 801-342-4300
2005 sales: $331.1 million
Nature’s Sunshine manufactures and sells herbs and health supplements
The company claims to have the largest force of trained Herb Specialists in
the world
Nature’s Sunshine offers a maca capsule product
 Navitas Natural
–
–
–
–
Company website: http://www.navitasnaturals.com/
936 B Seventh St., #141, Novato, CA 94945
Tel: 888-645-4282
Estimated 2005 sales (Thomson): $5.9 million
Navitas Natural manufactures and sells maca, goji, and cacao products
March 12, 2016
52
CUSTOMER ANALYSIS –
DIETARY SUPPLEMENT MANUFACTURERS - IX
 Nature’s Herbs (Twinlab)
–
–
–
–
–
–
Company website: http://www.naturesherbs.com/
600 East Quality Drive, American Fork, UT 84003
Tel: 800-645-5626
Estimated 2005 sales (D&B): $37 million
Nature’s Herbs manufactures and sells nutritional supplements
The company’s products are sold through health food stores
Nature’s Herbs makes maca capsules
 Peruvian-Maca.com (Joint Venture between Peruvian Products
& Amazon Nutrition S.A.)
–
–
–
–
Company website: http://www.peruvian-maca.com/
12360 Richmond Ave., Suite 2134, Houston, TX 77082
Tel: 281-497-7149
Estimated 2005 sales (D&B): $70,000
Peruvian-Maca.com offers various maca products in capsules, powder, and
tablets
March 12, 2016
53
CUSTOMER ANALYSIS –
DIETARY SUPPLEMENT MANUFACTURERS - X
 Raintree Nutrition
–
–
–
–
–
–
Company website: http://www.rain-tree.com/
3579 Hwy 50 East, Suite 222, Carson City, NV 89701
Tel: 775-841-4142
Estimated 2005 sales (D&B): $290,000
Raintree Nutrition is a specialist in rainforest botanical sources and
products, involved in the research, documentation, publication, sustainable
harvesting, importation, and product manufacturing of over 60 medicinal
plants from the Amazon Rainforest
The company supplies bulk ingredients to natural products manufacturers
and provides product development and formulation services for nutritional
supplement manufacturers
Raintree Nutrition distributes maca root powders and maca capsules under
the company’s own brand
March 12, 2016
54
CUSTOMER ANALYSIS –
FUNCTIONAL BEVERAGE MANUFACTURERS - I
 Energy Brands Inc.
–
–
–
Company website: http://www.energybrands.com
1720 Whitestone Expwy., Whitestone, NY 11357
Tel: 718-746-0087
Energy Brands manufactures Glaceau Water+, a line of bottled waters with
enhanced electrolytes and other nutrients under three brands



–
Fruitwater
Smartwater
Vitaminwater
Glaceau Water+ products are sold in health food stores and gourmet delis
in more than 40 states
March 12, 2016
55
CUSTOMER ANALYSIS –
FUNCTIONAL BEVERAGE MANUFACTURERS - II
 Red Bull GmbH
–
–
–
–
–
Company website: http://www.redbull.com
1740 Stewart Street, Santa Monica, CA 90404
Tel: 310-393-4647
Estimated 2004 sales (Hoovers): $2,000 million
Red Bull manufactures a functional energy drink which is sold in more than
100 countries
Red Bull has about 80% of the worldwide energy drink market
 Impulse Energy USA
–
–
–
–
Company website: http://www.impulseenergy.com
2190 NW 89th Place, Miami, FL 33172
Tel: 305-593-5330
Impulse Energy manufactures a line of functional energy drinks
Products include the original, Impulse Zero (a zero-carb zero-calorie drink),
and Impulse Extreme (a sugar-free drink)
March 12, 2016
56
CUSTOMER ANALYSIS –
FUNCTIONAL BEVERAGE MANUFACTURERS - III
 Hansen Natural Corporation (NASDAQ: HANS)
–
–
–
–
–
Company website: http://www.hansens.com
1010 Railroad St., Corona, CA 92882
Tel: 952-739-6220
2005 sales: $348.9 million
Hansen manufactures “alternative” sodas, juices, teas, and a wide variety
of energy drinks
The company’s products are sold through grocery chains, wholesale clubs,
and distributors, primarily in the western U.S.
 Ferolito, Vultaggio & Sons
–
–
–
–
Company website: http://www.arizonabev.com
5 Dakota Dr., Ste. 205, Lake Success, NY 11042
Tel: 516-812-0300
Estimated 2005 sales (Hoovers): $400 million
Ferolito Vultaggio manufactures a range of beverages including AriZona ice
teas, energy drinks, and fruit drinks
March 12, 2016
57
CUSTOMER ANALYSIS –
FUNCTIONAL BEVERAGE MANUFACTURERS - IV
 Jones Soda Co. (NASDAQ: JSDA)
–
–
–
–
–
–
Company website: http://www.jonessoda.com
234 9th Ave. North, Seattle, WA 98109
Tel: 206-624-3357
2005 sales: $34.2 million
Jones Soda makes brightly colored sodas, non-carbonated beverages with
added ginseng, zinc and other ingredients, and citrus-flavored energy
drinks
The company also regularly discontinues flavors
Jones Soda are sold through retailers such as Barnes & Noble, Panera
Bread, Starbucks, and Target
March 12, 2016
58
CUSTOMER ANALYSIS –
FUNCTIONAL BEVERAGE MANUFACTURERS - V
 South Beach Beverage Company (SoBe) – Subsidiary of
Pepsi-Cola (NYSE: PEP)
–
–
–
–
–
–
Company website: http://www.sobebev.com
40 Richards Ave., Norwalk, CT 06854
Tel: 203-899-7111
2005 sales: $228 million
SoBe makes exotic teas, fruit juices and blends, elixirs, and sports drinks
The company also manufactures chocolate bars containing taurine, ginseng,
and guarana
SoBe was acquired by Pepsi in 2001 for about $400 million
March 12, 2016
59
CUSTOMER ANALYSIS –
FUNCTIONAL BEVERAGE MANUFACTURERS - VI
 Ardea Beverage Company
–
–
–
–
Company website: http://www.nutrisoda.com
527 Marquette Ave., Minneapolis, MN 55402
Tel: 612-746-2770
Ardea makes a line of carbonated nutrient-enhanced soda under the brand
airforce® Nutrisoda®
The company combine high performance levels of active ingredients like
amino acids, vitamins, minerals, and herbs in its beverages
March 12, 2016
60
HERBAL DIETARY SUPPLEMENT MARKET DEMAND
4450
4400
4350
4300
HERBAL
S'PMENTS MM$
4250
4200
4150
4100
4050
2000
March 12, 2016
2002
2004
61
SEGMENTATION OF HERBAL DIETARY
SUPPLEMENTS DEMAND
 Total Market Demand for 2005
$4,410 MM
 Mass Market*
 Natural & Health Food Market*
 Direct Sales***
$ 713 MM
$1,429 MM
$2,268 MM
*Mass Market includes food/grocery, drug, mass merchandise, club and
convenience stores inclduing Wal-Mart, Costco. Etc.
**Natural & Health Food Stores include supplement and specialty retail outlets,
including Whole Foods, GNC and Sports Nutrition Stores, etc.
***Direct Sales include Mail Order (incl. catalogs), direct mail, direct response TV &
radio. Practitioners selling to their patients, including ethnic herb shops & MLM
like Advocare, Herbalife, Nature’s Sunshine, NuSkin (Pharmanex), Nutrilite
(Amway/Quixtar), Shaklee etc.
March 12, 2016
62
MACA DERIVATIVES IN THE USA
 Maca derivatives currently available in the U.S.:
–
–
–
–
–
–
–
Maca
Maca
Maca
Maca
Maca
Maca
Maca
March 12, 2016
root powder
root extract
capsules
concentrate
adrenalin
tablets
gelatin
63
CUSTOMER PERCEPTION OF QUALITY OF SUPPLIES
 The main challenge that some buyers face when dealing with their
suppliers in Peru is improperly prepared import/export documents,
which results in the inventory being held in customs for weeks/months
 The customers have also had occasional quality issues and have had to
return the products their Peruvian suppliers
 The buyers sometimes worry about the availability of maca when they
need it, so many of the companies work with multiple suppliers in Peru
to ensure availability
March 12, 2016
64
CRITERIA FOR MARKET SELECTION &
DESIGN OF A SCORING SYSTEM
 Already presented in the first meeting on August 8, 2006 and shown in
the first report – set of slides
March 12, 2016
65
DISTRIBUTION CHANNEL ANALYSIS –
IMPORTERS, DISTRIBUTORS & WHOLESALERS - I
 A to Z Nutritional International
–
–
Company website: http://www.atoznutritioninc.com/
The company has two locations:


–
–
–
–
East coast office:
14359 Miramar Parkway, Ste 218, Miramar, FL 33027
Tel: 305-887-2226
E-mail: jeffryc@atoznutritioninc.com
West coast office:
15902 A. Halliburton Rd, Ste 138, Hacienda Heights, CA 91745
Tel: 626-271-5299
E-mail: lydiac@atoznutritioninc.com
A to Z Nutritional is a raw materials supplier to nutritional, food, feed,
cosmetic, and pharmaceutical companies
The company currently carries maca root powder
A to Z Nutritional has warehouses in Los Angeles, CA and Medley, FL
The company has strong ties to mainland China, sourcing a large
percentage of its products from China
March 12, 2016
66
DISTRIBUTION CHANNEL ANALYSIS –
IMPORTERS, DISTRIBUTORS & WHOLESALERS - II
 A. M. Todd - Botanical Therapeutics Division
–
–
–
–
Company website: http://www.amtodd.com/botanicals.php
4091 W. 11th Ave, PO Box 2802, Eugene, OR 97402
Tel: 800-827-4372
E-mail: info@amtodd.com
A. M. Todd’s Botanical Extracts & Therapeutics division, based in the Pacific Northwest,
is a supplier of functional ingredients that enhance health and wellness
The company does not currently carry maca
 Acatris, Inc.
–
–
–
–
–
–
Company website: http://www.acatris.com
3300 Edinborough Way, Minneapolis, MN 55435
Tel: 952-920-7700
E-mail: cjo@us.acatris.com
Estimated 2005 sales (D&B): $2.5 million
Acatris supplies specialty ingredients food, beverage, dietary supplements,
pharmaceuticals, and cosmeceuticals industries
The company currently carries maca products
Acatris claims to carry branded ingredients backed by clinical studies
March 12, 2016
67
DISTRIBUTION CHANNEL ANALYSIS –
IMPORTERS, DISTRIBUTORS & WHOLESALERS - III
 AIE Pharmaceuticals
–
–
–
–
–
Company website: http://www.naturalvigor.com/
1845 S. Vineyard Ave., No. 5, Ontario, CA 91761
Tel: 909-947-9898
E-mail: aiepharma@ix.netcom.com
Estimated 2005 sales (D&B): $4.5 million
AIE is a full-service contract manufacturer and bulk ingredients supplier of
dietary supplements, functional foods, vitamins, minerals, and herbal
products
The company currently carries maca powder and maca root powder extract
 Amax NutraSource
–
–
–
–
Company website: http://www.amaxnutrasource.com/
1770 Prairie Road, Eugene, OR 97402
Tel: 541-688-4944
E-mail: np@amaxnutrasource.com
Amax NutraSource is a herbal extractor and cultivator of botanical products
The company currently carries maca products
March 12, 2016
68
DISTRIBUTION CHANNEL ANALYSIS –
IMPORTERS, DISTRIBUTORS & WHOLESALERS - IV
 American Ingredients (a division of Pharmachem Labs)
–
–
–
–
–
Company website: http://www.amer-ing.com/
2929 E. White Star Ave., Anaheim, CA 92806
Tel: 714-630-6000
E-mail: sales@amer-ing.com
Estimated 2005 sales (D&B): $6 million
American Ingredients is a supplier of premium ingredients to the nutritional industry
The company does not currently carry maca
 American Sanjiang Bio-Fountain
–
–
–
–
–
–
Company website: http://www.americansanjiangbio.com/
378 S. Lemon Ave., Walnut, CA 91789
Tel: 909-595-3080
E-mail: lucyl@americansanjiangbio.com
Estimated 2005 sales (D&B): $430,000
American Sanjiang is a botanicals distributor for the health, nutrition, and cosmetics
industries
The company does not currently carry maca
The parent company is a Chinese company, Xi’an Sanjiang
March 12, 2016
69
DISTRIBUTION CHANNEL ANALYSIS –
IMPORTERS, DISTRIBUTORS & WHOLESALERS - V
 B. I. Nutraceuticals
–
–
–
–
–
Company website: http://www.botanicals.com/
2550 El Presidio St., Long Beach, CA 90810
Tel: 310-669-2100
E-mail: mphillips@botanicals.com
BI is a supplier of nutritional ingredients servicing the dietary supplement,
pharmaceutical, and food industries
The company does not currently carry maca
BI offers the exclusive herbal species identification quality assurance process,
Identilok®
 Bioactive Resources
–
–
–
–
Company website: http://www.bioactiveresources.com/
138 Sylvania Place, South Plainfield, NJ 07080
Tel: 908-561-3114
E-mail: divyad@bioactiveresources.com
Bioactive Resources is a bulk ingredient supplier, offering botanicals, concentrated and
standardized extracts, fruit and vegetable powders, juice powders, and nutritional
ingredients
The company currently carries maca root extracts
March 12, 2016
70
DISTRIBUTION CHANNEL ANALYSIS –
IMPORTERS, DISTRIBUTORS & WHOLESALERS - VI
 DNP International
–
–
–
–
–
–
Company website: http://www.dnpint.com/
3035 Red Hat Lane, Whittier, CA 90601
Tel: 562-205-1430
E-mail: sales@dnpint.com
Estimated 2005 sales (D&B): $34 million
DNP imports and distributes more than 2,000 ingredients to 30,000
manufacturers in the food, beverage, supplement, cosmetic,
pharmaceutical, and feed industries
The company currently carries maca
ENP has facilities in Chicago, IL and New Jersey
March 12, 2016
71
DISTRIBUTION CHANNEL ANALYSIS –
IMPORTERS, DISTRIBUTORS & WHOLESALERS - VII
 Draco Natural Products
–
–
–
–
–
Company website: http://www.dracoherbs.com/
539 Parrott St., San Jose, CA 95112
Tel: 408-287-7871
E-mail: mirwin@dracoherbs.com
Estimated 2005 sales (D&B): $5 million
Draco supplies standardized herb extracts from herbs, fruits, and vegetables for the
nutritional supplement, functional foods, OTC, and personal care industries
The company does not currently carry maca
 E. M. Sergeant Pulp & Chemical
–
–
–
–
–
Company website: http://www.sergeantchem.com/
6 Chelsea Road, Clifton, NJ 07012
Tel: 973-472-9111
E-mail: dchristman@sergeantchem.com
Estimated 2005 sales (D&B): $4.4 million
E. M. Sergeant is a supplier of raw materials, with a full line of botanicals,
pharmaceuticals, and nutraceuticals ingredients
The company currently carries maca
March 12, 2016
72
DISTRIBUTION CHANNEL ANALYSIS – IMPORTERS,
DISTRIBUTORS & WHOLESALERS - VIII
 EUL International Herb Manufacturing
–
–
–
–
–
Company website: http://www.eulherbmfg.com/
1820 Yeager Ave., La Verne, CA 91750
Tel: 909-392-3118
E-mail: sales@eulherbmfg.com
Estimated 2005 sales (D&B): $690,000
EUL is a botanical and nutritional raw materials supplier and manufacturer
The company does not currently carry maca
 Euromed USA
–
–
–
–
–
Company website: http://www.euromed.es/
11214 Clubhouse Road, Nevillewood, PA 15142
Tel: 412-279-8808
E-mail: joev@euromedusa.com
Estimated 2005 sales (D&B): $220,000
Euromed is a manufacturer of standardized extracts of herbs and botanicals
for the supplement, pharmaceutical, nutraceutical, and cosmetic industries
The company does not currently carry maca
March 12, 2016
73
DISTRIBUTION CHANNEL ANALYSIS –
IMPORTERS, DISTRIBUTORS & WHOLESALERS - IX
 FCC Products
–
–
–
–
–
Company website: http://www.fccproducts.com/
106 Naylon Ave., Livingston, NJ 07039
Tel: 973-535-3300
E-mail: gwoods@fccproducts.com
Estimated 2005 sales (D&B): $1.4 million
FCC supplies bulk products to the food, nutritional, cosmetic, and
pharmaceutical industries
The company currently carries maca
 Harten Corporation
–
–
–
–
–
Company website: http://www.hartencorp.com/
18 Commerce Road, Unit H, Fairfield, NJ 07004
Tel: 973-808-9488
Estimated 2005 sales (D&B): $360,000
Harten Corporation is a raw materials supplier of health and nutritional
supplements and food ingredients
The company currently carries maca
March 12, 2016
74
DISTRIBUTION CHANNEL ANALYSIS –
IMPORTERS, DISTRIBUTORS & WHOLESALERS - X
 GCI Nutrients
–
–
–
–
–
–
Company website: http://www.gcinutrients.com/
1501 Adrian Road, Burlingame, CA 94010
Tel: 650-697-4700
E-mail: walter@gcinutrients.com
Estimated 2005 sales (D&B): $3.3 million
GCI is a supplier of botanical extracts, food supplements, functional foods,
therapeutic nutrition, oils, herbs, and premium raw materials to the
nutritional and beverage industries
The company does not currently carry maca
GCI has offices in the U.S., Canada, China, India, Mexico, Italy, and the
Netherlands
March 12, 2016
75
DISTRIBUTION CHANNEL ANALYSIS –
IMPORTERS, DISTRIBUTORS & WHOLESALERS - XI
 Lalilab, Inc.
–
–
–
–
–
–
Company website: http://www.lalilab.com/
1415 Hamlin Road, Durham, NC 27704
Tel: 919-620-6767
E-mail: bruno@lalilab.com
Estimated 2005 sales (D&B): $1.5 million
Lalilab sources and distributes ingredients for pharmaceutical, nutraceutical, and
cosmeceutical applications
The company currently carries maca root powder and extract
The company has a plant in Lima, Peru with a company called Exportadora del Sol
 Maypro Industries
–
–
–
–
–
Company website: http://www.maypro.com/
2700 Westchester Ave., Purchase, NY 10577
Tel: 914-251-0701
E-mail: tktac123@aol.com
Maypro is a supplier of raw materials
The company currently carries maca
The company has operations in the U.S., Japan, China, and Russia
March 12, 2016
76
DISTRIBUTION CHANNEL ANALYSIS –
IMPORTERS, DISTRIBUTORS & WHOLESALERS - XII
 Naturex
–
–
–
–
–
Company website: http://www.naturex.com/
375 Huyler St., South Hackensack, NJ 07606
Tel: 201-440-5000
E-mail: naturex@naturex.us
Estimated 2005 sales (D&B): $43 million
Naturex is a manufacturer of botanical extracts, herbs, spices, and essential
oils for the food, beverage, and nutraceutical industries
The company currently carries maca
 NOW Foods
–
–
–
–
Company website: http://www.nowprivatelabel.com/
395 S. Glen Ellyn Road, Bloomingdale, IL 60108
Tel: 630-545-9098
E-mail: peter.sokoloski@nowfoods.com
NOW Foods is a contract manufacturer with over 370 SKUs of nutritional
supplements available for retail private label sales
The company currently carries maca
March 12, 2016
77
DISTRIBUTION CHANNEL ANALYSIS – IMPORTERS,
DISTRIBUTORS & WHOLESALERS - XIII
 Novel Ingredient Services
–
–
Company website: http://www.novelingredient.com/
The company has two locations:


–
–
–
West coast location:
12919 S. Figueroa St., Los Angeles, CA 90061
Tel: 301-327-6662
East coast location:
10 Henderson Drive, West Caldwell, NJ 07006
Tel: 973-835-8867
Estimated 2005 sales (D&B): $.4 million
Novel is a supplier of botanical and nutraceutical raw materials for
consumer products
The company currently carries maca
March 12, 2016
78
DISTRIBUTION CHANNEL ANALYSIS –
IMPORTERS, DISTRIBUTORS & WHOLESALERS - XIV
 Nutriland Group
–
–
–
–
–
Company website: http://www.nutrilandgroup.com/
20445 Gramercy Place, Ste 203, Torrance, CA 90501
Tel: 310-328-8985
E-mail: nutrilandusa@yahoo.com
Estimated 2005 sales (D&B): $1 million
Nutriland group is an ingredient supplier for the health food industry
The company currently carries maca
 Ricera American
–
–
–
–
–
Company website: http://www.ricera.com/
6260 39th St. N., Ste. I, Pinellas Park, FL 33781
Tel: 727-522-1130
E-mail: sales@ricera.com
Estimated 2005 sales (D&B): $1 million
Ricera supplies botanicals in their raw forms, powders, and extracts
The company currently carries maca
March 12, 2016
79
DISTRIBUTION CHANNEL ANALYSIS –
IMPORTERS, DISTRIBUTORS & WHOLESALERS - XV
 Premium Ingredients International
–
–
Company website: http://www.premiumingredients.com/
The company has 3 locations:



–
–
–
East coast location:
11 Commerce Drive, Cranford, NJ 07016
Tel: 908-653-1300
E-mail: richc@premiumingredients.com
Mid-east/west location (HQ):
285 E. Fullerton Ave., Carol Stream, IL 60188
Tel: 630-868-0300
E-mail: richc@premiumingredients.com
West coast location:
4625 South 2300 East, Ste. 107, Holladay, UT 84117
Tel: 801-274-3663
E-mail: dant@premiumingredients.com
Estimated 2005 sales (D&B): $15.6 million
Premium Ingredients is a distributor of over 1,000 ingredients serving the
food, flavor and fragrance, nutritional, and pharmaceutical manufacturing
industries in U.S. and Europe
The company currently carries maca
March 12, 2016
80
DISTRIBUTION CHANNEL ANALYSIS –
IMPORTERS, DISTRIBUTORS & WHOLESALERS - XVI
 Starwest Botanicals
–
–
–
–
–
Company website: http://www.starwestherb.com/
11253 Trade Center Drive, Rancho Cordova, CA 95742
Tel: 916-638-8100
E-mail: richard-p@starwest-botanicals.com
Estimated 2005 sales (D&B): $12 million
Starwest Botanicals’ Bulk Products Division manufactures and processes botanicals and
supplies raw materials for further processing
The company currently carries maca
 Whole Herb Company
–
–
–
–
–
Company website: http://www.wholeherbcompany.com/
19800 8th Street East, Sonoma, CA 95476
Tel: 707-935-1077
E-mail: brian@wholeherbcompany.com
Estimated 2005 sales (D&B): $2.5 million
Whole Herb is a direct-from-source importer/exporter of botanicals, herbs, spices, tea
ingredients, botanical extracts, and potpourri ingredients for the nutraceutical, food,
and beverage manufacturers
The company does not currently carry maca
March 12, 2016
81
DISTRIBUTION CHANNEL ANALYSIS – IMPORTERS,
DISTRIBUTORS & WHOLESALERS - XVII
 Stryka Botanics
–
–
Company website: http://www.stryka.com/
The company has 3 locations:



–
–
East coast location (HQ):
239 Homestead Road, Hillsborough, NJ 08844
Tel: 908-281-5577
E-mail: info@stryka.com
Utah location:
7107 South 400 West, Bldg. 6, Midvale, UT 84047
Tel: 801-565-0505
California location:
9142 Owensmouth Ave, Chatsworth, CA 91311
Tel: 818-227-0555
Stryka is a full-service supplier of bulk ingredients including botanicals,
herbs, extracts, spices, fruits, vegetables, vitamins, amino acids,
gluconates, minerals, and custom blends
The company currently carries maca
March 12, 2016
82
DISTRIBUTION - RETAIL CHAINS - I
 Andronico’s Market
–
–
–
–
Company website: http://www.andronicos.com/
1109 Washington Ave., Albany, CA 94706
Tel: 510-559-2800
Andronico’s is a specialty supermarket chain based primarily in the San
Francisco Bay Area
The company operates 9 stores in the state of California
 Better Nutrition
–
–
–
–
–
Company website: http://www.deepdiscountnutrition.com/
2300 N. Rainbow Blvd., Las Vegas, NV 89108
Tel: 702-631-3000
Estimated 2005 sales (D&B): $950,000
Better Nutrition is a retailer of health and nutritional products in the
Southern Nevada area
The company operates 16 stores in the state of Nevada
March 12, 2016
83
DISTRIBUTION - RETAIL CHAINS - II
 Central Market (H-E-B)
–
–
–
–
–
Company website: http://www.centralmarket.com
646 S. Main Ave., San Antonio, TX 78204
Tel: 210-938-8000
2005 sales: $11,500 million (H-E-B)
Central Market is an upscale, specialty food supermarket introduced by the
H-E-B Grocery Company
H-E-B operates 7 Central Market stores in the state of Texas
 EarthFare
–
–
–
–
–
Company website: http://www.earthfare.com/
300 Ridgefield Ct., Suite 318, Asheville, NC 28806
Tel: 828-281-4800
Estimated 2005 sales (D&B): $50 million
EarthFare is a chain of natural and organic food retailer
The company operates 13 stores in 4 states (North Carolina, South
Carolina, Tennessee, and Georgia)
March 12, 2016
84
DISTRIBUTION – RETAIL CHAINS - III
 The Fresh Market
–
–
–
–
Company website: http://www.thefreshmarket.com/
628 Green Valley Road, Greensboro, NC 27408
Tel: 336-272-1338
The Fresh Market is a chain of specialty grocer
The company operates 76 in 17 Eastern and Southern states
 GNC (NYSE: GNC proposed)
–
–
–
–
–
Company website: http://www.gnc.com
300 6th Ave., Pittsburgh, PA 15222
Tel: 412-288-4600
2005 sales: $989.5 million
GNC is the leading nutritional supplements retail chain in the U.S.
The company operates 5,813 stores in 40 countries



March 12, 2016
2,517 company-owned stores in the U.S. (all 50 states)
1,156 franchise locations in the U.S. (all 50 states)
1,149 store-within-store locations in the U.S. (all 50 states)
85
DISTRIBUTION - RETAIL CHAINS - IV
 Great Earth Vitamins
–
–
–
–
Company website: http://www.greatearth.com/
1101 S. Millikin Ave., Suite A, Ontario, CA 91761
Tel: 800-284-8243
Great Earth Vitamins is a chain of dietary supplement retailer
The company operates 66 stores in 17 states
 Hi-Health
–
–
–
–
–
Company website: http://www.hihealth.com/
7428 E. Karen Dr., Suite 200, Scottsdale, AZ 85260
Tel: 480-959000
Estimated 2005 sales (D&B): $48.5 million
Hi-Health is a retailer of nutritional products
The company operates 52 stores in the state of Arizona
March 12, 2016
86
DISTRIBUTION - RETAIL CHAINS - V
 Lunardi’s Supermarket
–
–
–
–
–
Company website: http://www.lunardis.com/
432 N. Canal St., Unit 22, South San Francisco, CA 94080
Tel: 650-588-7507
Estimated 2005 sales (D&B): $75.7 million
Lunardi’s is a chain of specialty foods supermarket
The company operates 8 stores in the state of California
 Mollie Stone’s Markets
–
–
–
–
–
Company website: http://www.molliestones.com/
150 Shoreline Hwy, Bldg. D, Mill Valley, CA 94941
Tel: 415-289-5720
Estimated 2005 sales (D&B): $120 million
Mollie Stone’s is a chain of upscale specialty foods market
The company operates 8 stores in the state of California
March 12, 2016
87
DISTRIBUTION - RETAIL CHAINS – VI
 Sprouts Farmers Market
–
–
–
–
–
Company website: http://www.sprouts.com/
11811 N. Tatum Blvd, Suite 2400, Phoenix, AZ 85028
Tel: 480-814-8016
Estimated 2005 sales (D&B): $54 million
Sprouts is a chain of farmers market in the Southwest U.S.
The company operates 18 stores in the states of California, Texas, and
Arizona
 Stew Leonard’s
–
–
–
–
–
Company website: http://www.stewleonards.com/
100 Westport Ave., Norwalk, CT 06851
Tel: 203-847-7214
Estimated 2005 sales (D&B): $300 million
Stew Leonard’s is a chain of specialty food stores
The company operates 3 stores in New York and Connecticut
March 12, 2016
88
DISTRIBUTION - RETAIL CHAINS - VII
 Trader Joe’s (Aldi)
–
–
–
–
–
Company website: http://www.traderjoes.com/
800 S. Shamrock Ave., Monrovia, CA 91016
Tel: 626-599-3700
Estimated 2005 sales (Hoovers): $4,000 million
Trader Joe’s is the second largest natural foods supermarket chain in the
U.S. (after Whole Foods)
The company operates more than 250 stores in 23 states
 Vitamin Shoppe
–
–
–
–
–
Company website: http://www.vitaminshoppe.com
2101 91st St., North Bergen, NJ 07047
Tel: 201-868-5959
Estimated 2005 sales (D&B): $387.4 million
Vitamin Shoppe is a retail chain that specializes in vitamins, minerals,
dietary supplements, and nutritional products
The company operates more than 290 stores in 31 states
March 12, 2016
89
DISTRIBUTION - RETAIL CHAINS - VIII
 Vitamin World & Nutrition Warehouse (NBTY, Inc.)
–
–
–
–
–
Company website: http://www.vitaminworld.com/
105 Orville Drive, Bohemia, NY 11716
Tel: 800-228-4533
2005 sales: $224 million
Vitamin World manufactures and sells over 1,000 vitamins, minerals, herbs,
and other nutritional supplements
The company operates over 550 stores nationwide
 Whole Foods Market (NASDAQ: WFMI)
–
–
–
–
–
Company website: http://www.wholefoods.com/
550 Bowie St., Austin, TX 78703
Tel: 512-477-4455
2005 sales: $4,701.3 million
Whole Foods is the world’s largest natural foods supermarket chain
The company operates 187 stores worldwide



March 12, 2016
178 stores in the U.S. in 31 states
3 stores in Canada
6 stores in the U.K.
90
DISTRIBUTION - RETAIL CHAINS - IX
 Wild Oats Natural Marketplace (NASDAQ: OATS)
–
–
–
–
–
–
Company website: http://www.wildoats.com
3375 Mitchell Lane, Boulder, CO 80301
Tel: 303-440-5220
2005 sales: $1,124 million
Wild Oats is the third largest natural foods supermarket chain in the U.S.
(after Whole Foods and Trader Joe’s)
The company operates 75 stores in 24 states
In 1999, Wild Oats acquired Henry’s Farmers Market, which has 28 stores in
Southern California and Arizona
March 12, 2016
91
RETAIL CHAINS’ VIEWS –
HI-HEALTH, WHOLE FOODS, SPROUTS & HENRY’S
 Herbal Dietary Supplements Market has come up in 2004 and 2005
with growth rates of 3.4% & 2.10% respectively
 In years prior to these, i.e., 2002 & 2003, demand went down by 2.8%
& 2.3% respectively
 The products “Noni” & “Goji” introduced recently have done remarkably
well
 All products do very well if well promoted by Multi-Level-Marketing
(MLM) Companies
 Of particular mention is “Glaceau” (Energy Brands, Inc.) in Phoenix and
Amway/Quixtar which have done well internationally
March 12, 2016
92
ANALYSIS OF COMPETITION –
LIST OF VARIOUS SEGMENTS








Bone & Joint Segment
Anti-Oxidants Segment
Stress Relief Products Segment
Energy Supplement Segment
Male Support Segment
Female Support Segment
Mood/Brain Supplements
Others Segment – Probiotics, Fungistat, Bacteriostat, etc.
March 12, 2016
93
LIST OF COMPETITIVE PRODUCTS










Garlic
Echinacea
Saw Palmetto
Gingko
Cranberry
Soy
Gingseng
Black Cohosh
St. John Wort
Milk Thistle
March 12, 2016
94
COMPETITIVE PRODUCTS IN
SPECIFIC SEGMENTS - I
PRODUCT NAME
SPECIFIC SEGMENTS


Red Clover
Ginger
}
}



Bilberry
Gingko
Grape Seed Extract
}
}
}
Anti-Oxidants Segment



Ginseng
Valerian
Kava Kava
}
}
}
Stress Segments




Ginseng
Gingko
Guarana
Green Tea
}
}
}
}




Saw Palmetto
Ginseng
Horny Goat Weed
Yohimbe
}
}
}
}
March 12, 2016
Bone & Joint Supplements
Energy Supplements Segment
Male Support Segment
95
COMPETITIVE PRODUCTS IN
SPECIFIC SEGMENTS - II
PRODUCT NAME
SPECIFIC SEGMENTS





Black Cohosh
Garlic
Soy
Red Clover
Milk Thistle
}
}
}
}
}
Female Support Products



St. John’s Wort
Gingko
Kava Kava
}
}
}
Mood/Brain Supplements




Echinacea
Garlic
Ginseng
Cranberry
}
}
}
}
Others – Probiotics, Fungistat,
Bacteriostat etc.
March 12, 2016
96
PRICING STRATEGY FOR
COMPETITIVE PRODUCTS - I
capsules,
tablets, liquid
$5.45~$6.26 for 100 capsules (430mg)
$7.19 for 100 capsules (450mg)
$11.00 for 30 tablets (500mg)
$11.29 for 1oz liquid (2000mg)
capsules, tea
bags, honey
crystals, liquid
$4.89~$5.34 for 100 capsules (550mg)
$7.04 for 60 capsules (250mg)
$3.23 for 20 tea bags
$5.44 for 35 tea bags
$2.44 for 10 bags of honey crystals
$18.59 for 2oz liquid (1000mg)
Bilberry
contains flavanoid
compounds that
possess outstanding
antioxidant properties
liquid extract,
capsules,
softgels, tea,
tablets
$15.25 for 1oz liquid (50mg)
$14.68 for 100 capsules (60 mg)
$9.57 for 100 capsules (375 mg)
$10.99 for 90 softgels (1000mg)
$5.35 for 24 tea bags
$33.58 for 120 tablets (100mg)
Gingko
offers antioxidant
effects
softgels,
capsules, liquid
$15.54 for 90 softgels (100mg)
$14.36 for 60 capsules (120mg)
$17.95 for 4oz fluid
Grape
seed
extract
contains flavanoid that
demonstrates
antioxidant activity
capsules, liquid
$12.46 for 50 capsules (100mg)
$8.49 for 50 capsules (50mg)
$12.59 for 1oz liquid (25mg)
Red
Clover
Ginger
March 12, 2016
joint disorders,
osteoporosis
inflammatory joint
diseases (i.e. arthritis,
rheumatism, etc.) and
osteoarthritis
97
PRICING STRATEGY FOR
COMPETITIVE PRODUCTS - II
Green tea
a strong blood
antioxidant
tea bags, liquid
extract, capsules,
gel caps, ampules
liquid
$7.99 for 1oz liquid
$5.44 for 35 tea bags
$11.09 for 100 capsules (315 mg)
$14.96 for 75 gel caps
$7.49 for 30 ampules of liquid
$8.35 for 30 capsules (500mg)
$9.27 for 50 capsules (1000 mg)
$8.43 for 30 tubes liquid
$1.99 for 10 tea bags
$7.49 for 30 ampules liquid
$17.95 for 100 softgels (100mg)
Ginseng
physical or
emotional distress
capsules, tea,
tube liquid,
ampules liquid,
softgels
Valerian
nervousness,
anxiety,
restlessness
capsules, liquid
extract, softgels,
tea
$5.96~$7.49 for 100 capsules (450mg)
$6.99 for 1oz liquid
$9.70 for 90 softgels (1000mg)
$5.67 for 24 tea bags
Kava Kava
reduce stressrelated anxiety
capsules, liquid,
tablets
$7.20 for 30 capsules (200mg)
$16.57 for 120 capsules (250mg)
$22.49 for 2oz liquid
$16.20 for 60 tablets (750mg)
Guarana
natural caffeine energizer
tablets, capsules,
liquid
$9.99 for 90 tablets (1200mg)
$6.22 for 100 capsules (400mg)
$10.33 for 1oz liquid (1000mg)
March 12, 2016
98
PRICING STRATEGY FOR
COMPETITIVE PRODUCTS - III
Saw
palmetto
relieve symptoms of
benign prostatic
hyperplasia (noncancerous
enlargement of the
prostate gland)
Horny
Goat
Weed
aphrodisiac; libido
enhancer; improves
erectile function
Yohimbe
aphrodisiac;
enhance sexual
prowess
March 12, 2016
capsules, softgels,
liquid, tea
$4.99~$7.96 for 100 capsules (540mg)
$8.60 for 60 softgels (160mg)
$9.94 for 30 softgels (320mg)
$13.11 for 90 softgels (1000mg)
$6.99 for 1oz liquid
$4.45 for 24 tea bags
tablets, tea,
capsules, spray
$18.38 for 60 tablets (1000mg)
$4.40 for 20 tea bags
$9.99 for 60 capsules
$11.59 for 1oz spray
capsules, tablets,
liquid
$9.49 for 100 capsules (500mg)
$10.46 for 50 tablets (760mg)
$24.51 for 100 tablets (1500mg)
$13.19 for 1oz liquid (1000mg)
99
LIST OF COMPANIES INVOLVED IN
MARKETING VARIOUS PRODUCTS
NAME


















Nutraceutical international
Gaia Herbs Company
Nature’s Way
Whole World Botanicals
Lifetime Vitamins (Nutratitional Specialties)
Natrol
Nature’s Herbs (Twinlab)
Nature’s Sunshine
Navitas Natural
Source Naturals
Planetary Formulas
Now Foods
Nutraceutical Sciences Institute (NSI)
Herbalife International in Inglewood, CA
NBTY of Bohemia, NY
GNC Corporation
Source Naturals
Nature’s Source
March 12, 2016
ANNUAL
REVENUE
in Millions US$
148
50
32
<1
7
68
6
331
6
381
8
n/a
n/a
n/a
n/a
n/a
n/a
n/a
100
COMPETITIVE ANALYSIS – SYNOPSIS OF PROMOTION &
DISTRIBUTION STRATEGY OF EXISTING PRODUCTS
 Prefer to go through Multi-Level Marketing Route (MLM)
 Amway Corporation, Avon and Glaceau are some good examples of very
successful MLM Companies
 For herbal products contacts with Schools of Naturopathy certainly help
 For sports drinks, they endeavor sponsorship of well known sportsmen
 Print Media such as “Health Magazines” are well utilized for advertising
 Infomercials and occasionally documentaries are used
 A few companies make good use of “demonstrations” at the point of sale
 “Noni” & “Joji” have been very successful using some of the strategies as
outlined above
March 12, 2016
101
STRATEGIC OPTIONS & RECOMMENDATIONS
LOGIC OF SEGMENT SELECTION
 Seven segments are selected
–
–
–
–
–
–
–
Bone & Joint Segment
Anti-Oxidants Segment
Stress Segment
Male Support Segment
Female Support Segment
Mood & Brain Supplements Segment
Others – Probiotics, Fugistat, Bacteriorstat etc.
 Many of Herbal Supplements are positioned effectively in various
segments
 Clinical analysis appears to reveal that Maca could usher in many
benefits in each one of the segments mentioned above
 Currently Maca is principally in Male Support Segment in the U.S.
March 12, 2016
102
STRATEGIC OPTIONS –
MARKET DEMAND IN EACH SELECTED SEGMENT
SEGMENT









Bone & Joint Segment
Anti-oxidants Segment
Stress Products
Energy Supplements
Male Support Products
Female Support Products
Mood/Brain Products
Others (Probiotics, Fungi-Stat, Bacteriostat)
Total
March 12, 2016
DEMAND
ESTIMATE
in MM$
701
366
367
243
106
159
194
348
2,474
SHARE
of Herb
Supplements
15.9%
8.3%
8.1%
5.5%
2.4%
3.6%
4.4%
7.9%
56.1%
103
STRATEGIC OPTIONS – BENCHMARKING STEPS
 Use a Rating Scale of 1 to 10
 Rate the Best in Class for each Segment
 Rate the Performance of Maca in each of the segments
 In the “Most Likely” Scenario, endeavor to position Maca at a level
that would be possible with Promotion and Distribution Strategies
 For “Optimistic Scenario”, rate Maca against the “Best in Class”
assuming that it could be achieved with more inputs in promotional
and distribution strategies
March 12, 2016
104
STRATEGIC OPTIONS – BENCHMARKING SCORES
MACA
PRODUCT
DERIVATIVE A - B&J
BONE & JOINT
SEGMENT
1.00
ANTI-OXIDANT
SEGMENT
1.00
STRESS
SEGMENT
2.00
ENERGY
SEGMENT
3.00
MALE SUPPORT
SEGMNET
6.00
FEMALE
SUPPORT
SEGMENT
MOOD/BRAIN
SEGMENT
OTHERS PROBIOTICS,
FUNGISTAT,
BACTERIOSTAT
ETC.
March 12, 2016
5.00
3.00
1.00
9.00
7.50
6.00
4.50
2.50
1.50
1.50
1.50
PRODUCT B
PRODUCT E PRODUCT F
PRODUCT C PRODUCT D
PRODUCT G PRODUCT
- ANTI- MALE
- FEMALE
- STRESS
- ENERGY
- MOOD H - OTHERS
OXIDANT
SUPPORT SUPPORT
7.75
6.50
5.25
4.00
2.75
1.50
1.50
9.00
7.75
6.50
5.25
4.00
2.75
1.50
7.50
9.00
7.75
6.50
5.25
4.00
2.75
6.00
7.50
9.00
7.75
6.50
5.25
4.00
4.00
5.50
7.00
9.00
7.75
6.50
5.25
3.00
4.50
6.00
7.50
9.00
7.75
6.50
2.75
4.00
5.25
6.50
7.75
9.00
7.75
1.50
2.75
4.00
5.25
6.50
7.75
9.00
105
STRATEGIC OPTIONS –
BENCHMARKING SCORES FOR MACA
SEGMENT
PESSIMISTIC
MOST
LIKELY
OPTIMISTIC
BONE & JOINT SEGMENT
1.00
2.60
5.40
ANTI-OXIDANT SEGMENT
1.00
3.67
6.75
STRESS SEGMENT
2.00
5.50
7.65
ENERGY SEGMENT
3.00
6.00
7.65
MALE SUPPORT SEGMNET
6.00
8.00
9.00
FEMALE SUPPORT SEGMENT
5.00
7.67
9.00
MOOD/BRAIN SEGMENT
3.00
6.00
7.65
OTHERS - PROBIOTICS,
FUNGISTAT, BACTERIOSTAT ETC.
1.00
2.60
5.40
March 12, 2016
106
STRATEGIC OPTIONS – DISTRIBTION STRATEGY –
SELECTION OF RETAIL OUTLETS
TOTAL NO OF RETAIL OUTLETS
22,186
NATURAL FOOD STORE
17.94%
HEALTH FOOD STORE
22.06%
VITAMIN, MINERAL & SUPPLEMENT STORE (VMS)
15.30%
WHOLE FOODS & WILD OATS
1.20%
GNC STORES
23.74%
OTHER STORES
19.76%
COST OF DEMONSTRATION PER STORE P.A. - $
100.00
NO OF SHOPS SELECTED FOR DEMONSTRATION
12.00%
DEMONSTRATION COST - M$
March 12, 2016
266.23
107
STRATEGIC OPTIONS –
PROMOTIONAL STRATEGY - I
 Production Cost of a Documentary
$500K
 Exhibition Cost of documentary at different Outlets
$600K
 Production Cost of Infomercials
$363K
 Exhibition Cost of Informercials
$2,160K
 Cost of Sponsorship by Athletes
–
–
–
No of Athletes involved
Cost per Athlete
Total Cost
March 12, 2016
4
$1,250K
$5,000K
108
STRATEGIC OPTIONS –
PROMOTIONA STRATEGY - II
 No of Naturopaths in USA
70,000
 Percentage who have good practice
29.5%
 Cost of Direct Mail with Naturopaths p.a.
$165K
 Contact with Colleges of Naturopathic Medicine p.a.
$300K
 Participation in Six Trade Shows in the U.S.
$150K
March 12, 2016
109
LIST OF TRADE SHOWS IN THE U.S.
 Natural Products Expo East in Baltimore, MD – October 4~7, 2006
 SupplySide West in Las Vegas, NV – October 18~20, 2006
 InterBev Show in Las Vegas, NV – October 23~25, 2006
 WorldNutra in Reno, NV – November 5~8, 2006
 Natural Products Expo West in Anaheim, CA – March 8~11, 2007
 SupplySide East in Secaucus, NJ – April 30~May 2, 2007
 Natural Products Association Show in Las Vegas, NV – July 21~22,
2007
March 12, 2016
110
LIST OF COLLEGES FOR NATURAL MEDICINE
Clayton College of Natural Health
Birmingham, AL
Global College of Natural Medicine
Santa Cruz, CA
University of Bridgeport College of Naturopathic Medicine
Bridgeport, CT
National University of Health Sciences - Naturopathic Medicine
Lombard, IL
Southwest Institute of Healing Arts
Tempe, AZ
Nutrition Therapy Institute
Denver, CO
Tai Sophia Institute
Laurel, MD
Herbal Bear - School of Botanical Medicine
New York, NY
New Mexico School of Natural Therapeutics
Albuquerque, NM
North Carolina School of Holistic Herbalism
Asheville, NC
Australasian College of Health Sciences
Portland, OR
School of Natural Healing
Springville, UT
Bauman College
San Francisco, CA
Bastyr University
Seattle, WA
March 12, 2016
111
STRATEGIC OPTIONS –
SOME CRITICAL STRATEGIC DATA
 No of Years to Achieve the Optimal Market Share
-
5
 Ratio of Average Retail Price to Manufacturer Selling Price - 10
 Average Export Price of Maca per Ton
March 12, 2016
-
$6,000
112
STRATEGIC OPTIONS – CAPITAL INVESTMENTS
 Maca Cutting and Pulverizing Plant for
every incremental 200 tons of Maca
 Lead Time to put up a Plant
$90,000
1 Year
 The Model automatically triggers all investments in specific years
 Incremental Investments for producing other
Maca derivatives for every 200 tons
March 12, 2016
$20,000
113
STRATEGIC OPTIONS – MULTI-LEVEL MARKETING –
ADDITIONAL BENEFITS
 Enhances significantly the Market Share in every segment
 “Noni” & “Goji” went through this route very successfully
 If a product has to do well, this appears to be essential
 Initial marginal drop in selling price to the MLM company may take
place
March 12, 2016
114
STRATEGIC OPTIONS – PROJECTED SALES
REVENUE, EARNINGS & OPERATING EXPENSES
2006
EXPORTS OF MACA IN TONS TO USA
2007
2008
2009
2010
2011
2015
200
1,024
1,899
2,828
3,814
4,859
5,471
1,200
6,143
11,395
16,969
22,883
29,152
32,829
PRODUCT COSTS OF EXPORTS IN M$
452
2,313
4,290
6,389
8,616
10,976
12,360
CONTRIBUTION MARGIN
748
3,830
7,105
10,580
14,267
18,176
20,469
99
105
111
118
125
19
741
1,529
2,365
3,252
4,193
4,744
EXPORT REVENUETO THE US OF MACA
FROM PERU - M$
INCREMENTAL LABOR REQUIIRED
INCREMENTAL LABOR COST - M$
PROMOTIONAL COSTS - ONE TIME - M$
5,863
PROMOTIONAL COSTS - RECURRING - M$
5,988
6,168
6,353
6,543
6,740
3,884
307
570
848
1,144
1,458
1,641
TOTAL OPERATING COSTS - M$
12,900
8,267
9,567
10,940
12,390
10,270
EARNINGS BEFORE TAX AND
DEPRECIATON - M$
(9,070)
(1,162)
1,014
3,327
5,786
10,199
OTHER MISCELLAENOUS COSTS - M$
March 12, 2016
115
STRATEGIC OPTIONS – PROJECTED CAPITAL
INVESTMENTS & WORKING CAPITAL
2007
2008
2009
2010
2011
2015
INCREMENTAL CAPITAL
INVESTMENT - M$
1,045
511
542
575
80
91
CUMULATIVE CAPITAL
INVESTMENT - M$
1,045
1,556
2,098
2,672
2,753
3,101
WORKING CAPITAL
REQUIRED - M$
1,075
1,994
2,970
4,005
5,102
5,746
INCREMENTAL WORKING
CAPITAL INVOLVED - M$
1,075
919
976
1,035
1,097
169
97
179
267
360
459
517
INTEREST COST OF
WORKING CAPITAL - M$
March 12, 2016
116
STRATEGIC OPTIONS – RESULTS OF STRATEGIES –
(FOR MACA ONLY - NO NEW PRODUCTS & NO MLM)
CUMULATIVE VALUE OF EXPORTS - M$
428,678
CUMULATIVE VALUE OF FREE CASHFLOWS - M$
58,815
NET PRESENT VALUE OF REGULAR EXPORTS - M$
14,161
NO OF JOBS CREATED
757
IRR OR DCFROR - NOMINAL
28.7%
IRR OR DCFROR - REAL
24.9%
SIMPLE PAYBACK PERIOD - NOMINAL - YEARS
5.03
SIMPLE PAYBACK PERIOD - REAL - YEARS
5.28
PRESENT WORTH PAYBACK PERIOD - PWP - YEARS
6.33
PRESENT WORTH INDEX (PWI)
2.88
March 12, 2016
117
STRATETGIC OPTIONS – NEW PRODUCT
DEVELOPMENT – ASSUMPTIONS - I
 Type of Product Envisaged
-
Energy Drink
 Suggested Name for the Drink
(Or any other name suggested by the Panel in Peru)
 Market Demand for Power Drinks in USA
-
Maca-Cola
$10,500 MM
 Projected CAGR
2.50%
 Projected Capital Investment for the Product
$8 MM
 Projected Market Share in Year 5
1.00%
 Projected Selling Price per Liter at Retail
$2.00
March 12, 2016
118
STRATETGIC OPTIONS – NEW PRODUCT
DEVELOPMENT – ASSUMPTIONS - II
 Compression Ratio for the Concentrate
1:25
 Quantity of Concentrate required for
one drink of 12 Oz size in USA
4.21 Milli-Liter
 660x12 Oz, 237.6 liters would require
Concentrate of
1 Liter
 Maca Selling Price to Concentrate Mfr
$6.00 per Kg
 Maca Selling Price to MLM
$5.50 per Kg
 Retailer’s Margin
35%
 Operating Costs including additional advtg
10%
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STRATETGIC OPTIONS – NEW PRODUCT
DEVELOPMENT – PROJECTED RESULTS
CUMULATIVE VALUE OF EXPORTS - NEW PRODUCTS - M$
539,528
CUMU. VALUE OF NEW PRODUCTS FREE CASH FLOWS - M$
121,311
NET PRESENT VALUE OF NEW PRODUCT EXPORTS - M$
NO OF JOBS CREATED
42,214
961
IRR OR DCFROR - NOMINAL
75.44%
IRR OR DCFROR - REAL
70.33%
SIMPLE PAYBACK PERIOD - NOMINAL - YEARS
1.78
SIMPLE PAYBACK PERIOD - REAL - YEARS
1.85
PRESENT WORTH PAYBACK PERIOD - PWP - YEARS
2.05
PRESENT WORTH INDEX (PWI)
7.71
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STRATETGIC OPTIONS – ALL SEGMENTS
(MACA + NPD) – PROJECTED RESULTS
CUMULATIVE VALUE OF EXPORTS - ALL SGMTS - M$
970,772
CUMU FREE CASH FLOWS OF EXPORTS - ALL SGMTS - M$
180,807
NET PRESENT VALUE OF ALL SGMTS EXPORTS - M$
NO OF JOBS CREATED
IRR OR DCFROR - NOMINAL
IRR OR DCFROR - REAL
56,629
1,723
49.97%
45.60%
SIMPLE PAYBACK PERIOD - NOMINAL - YEARS
2.90
SIMPLE PAYBACK PERIOD - REAL - YEARS
3.02
PRESENT WORTH PAYBACK PERIOD - PWP - YEARS
3.34
PRESENT WORTH INDEX (PWI)
5.46
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STRATEGIC OPTIONS – PROJECTED RESULTS WITH
MUTI-LEVEL-MARKETING (MLM)
MACA ONLY
CUMULATIVE VALUE OF
EXPORTS - M$
CUMULATIVE VALUE OF FREE
CASHFLOWS - M$
NET PRESENT VALUE OF
REGULAR EXPORTS - M$
NEW PRODUCT
ONLY
MACA+NEW PRODUCT ALL SEGMENTS
637,866
741,851
1,379,717
98,935
151,238
250,173
28,778
53,237
82,015
1,143
1,319
2,462
IRR OR DCFROR - NOMINAL
42.7%
86.0%
62.4%
IRR OR DCFROR - REAL
SIMPLE PAYBACK PERIOD NOMINAL - YEARS
SIMPLE PAYBACK PERIOD REAL - YEARS
PRESENT WORTH PAYBACK
PERIOD - PWP - YEARS
PRESENT WORTH INDEX
(PWI)
38.5%
80.6%
57.7%
3.55
1.58
2.37
3.68
1.63
2.45
4.16
1.81
2.73
5.07
9.34
7.36
NO OF JOBS CREATED
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Maca: Non-Human Consumption
 During the collaborative meetings and research, the consultant has found that
there is an additional potential area for expansion of sales of Maca.
 Maca as an element of animal feed merits significant further study.
–
–
Initial study must be “scientific” in nature
Secondary study should be marketing in nature, based on findings of the effect of
Maca in selected animals
 Heretofore, including the outline for this study, promoting and investigating
Maca for use in human consumption has been the focus.
 Anecdotal (historical accounts) identified Maca as an aspect of fertility in large
animals (e.g. the horses of Spanish Conquistadores)
 Scientific investigation is extremely limited, though two small studies have been
produced in the positive growth effects of Maca in farm-raised fish.
 While one product has come to market in Peru (Quail Eggs) produced from Maca
consuming birds, it still focuses on Maca as an element in human consumption.
 As an animal feed, it is possible that Maca could increase growth rates, and
other aspects of productivity.
 Animals targeted could include, fish, poultry, and potentially large animals,
particularly those used for breeding or racing. Peru, as a producer of “Cuy”
could also logically investigate Maca in this animal (which is frequently used in
Animal studies for other products and medicines)
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Some Traditional
and Non-Traditional Maca Presentations
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124
Conclusion: Key Findings
from Study and Collaborative Meetings

The Maca industry has “niche” opportunities in the USA, and has a high likelihood of expanding its
presence and achieve significant profitability at quite low risk.
–
Maca is a “lifestyle” product. Its benefits are neither instantaneous, nor trivial. This extends beyond
the need to immediately cease references to Maca as the “Viagra of the Andes” which has caused
substantial harm to the development of the industry.
–
The consultant, using the findings from prior collaborative meetings discovered that Ginseng was not
the only market parallel available in key markets. Substantial opportunities exist in other humanuse segments.
–
The consultant has additionally developed a strategy, which essentially eliminates risk to the
industry, by developing a new product. Namely an “energy beverage.” However, this would require
“significant” investment by the industry and most likely by the Peruvian Government.
–
Nonetheless, Maca as a food ingredient in traditional foods, while potentially feasable is not nearly as
profitable or accessible to the industry as continuing development as a food supplement, or as a
stand along drinkable product.
–
Direct marketing is a key factor in profitable sales of Maca.
–
Alternative uses of Maca than direct human consumption (which is the focus of this study) merit
further investigation.

Without “identification” and subsequent “standardization,” of quality variables such as color, size, mineral
and vitamin constant, (as well as dependable supply) Maca will remain a “marginal” export product.

Trade associations (e.g.. IPPN) must be strengthened so it is better equipped to disseminate market
information, and assist the industry to meet the offer.
–
The fragmentation of the supply chain, and lack of integration from grower to consumer, leaves the
quality of data sub-optimal.
–
As data quality improves due to increased coordination, the DRA modeling should be re-run.
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125
Next Steps
 Despite the completion of the project, at no charge Tiara is willing to re-run the
DRA based on improved data which may come available as the Trade
Associations better integrate, and furthermore modify any strategic conclusions
and recommendations which would need revision.
 Additionally, Tiara is willing to re-present this presentation, with any
modifications described above, in January 2007 at no additional cost.
 PROMPEX and key Maca industry players must convene and decide what political
and financial resources are available for solidifying the industry, and what
strategy recommendations they wish to adopt.
–
–
Upon this decision, further study should be undertaken based on the “new realities”
concluded by the relevant parties
Now that the “ideal” plan has been developed, Tiara International Consulting/ACM is
willing, as an additional study, to adopt a plan based on decisions taken by the
relevant participants.
 If within a “reasonable time” (e.g. 1 quarter) inertia or other factors delay the
adoption of a holistic plan, individual firms can and should seek opportunities in
the meantime to tap the markets and contacts identified. This is a sub-optimal
solution.
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126
Gracias por su atención...
TIC LLC
Tiara International Consulting LLC
www.ticllcglobal.com
March 12, 2016
This document is an exclusive joint property of TIC LLC and
ACM Perú SAC and relevant Peruvian Agencies
(PROMPEX/COPROBA/MINCETUR). Neither the whole
document, nor any of its written parts, charts or photos can
be used for any purpose, different from the one defined by
these enties, or by previous notice and written
authorization by them.
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