Marketing & Business Profile : Callaloo (Amaranthus sp)

Introduction

Callaloo is a leafy succulent plant that is consumed as a vegetable. It is planted year round in all parishes. It is considered a winter crop by most exporters, due to the fact that demand for this vegetable is highest during the winter season.

Callaloo is a perennial plant therefore can be grown year round.

Why invest in CALLALOO?

• Relatively low investment cost.
• Not labor - intensive as is a fast growing crop.
• High demand for the produce; both local and export markets.
• High earning potential, therefore high returns on investment. Ccurrently the farm gate price is $13.20 / kg, $22.00 / kg delivered.

Production issues

Callaloo is grown in all parishes but the ideal parishes are St. Catherine- Bushy Park, Nightingale Grove, Linstead, Treadways, Ewarton, and Lakes Pen; St. Ann, Clarendon and Westmoreland.

Due to the succulent nature of the plant, it is highly susceptible to pest infestation therefore regular scouting must be in place as well as the proper use of Recommended pesticides.

There are two varieties called Cow Tongue (Hybrid) which has large thick leaves and Ever Green (Local) with smaller and thinner leaves.

The Investment

Currently the cost of production for an hectare for a new entrant farmer $11.73 per kg, while for an existing farmer $10.04/ ha.

Marketable yield per hectare varies from area to area. However, expected yield per hectare ranges between 17,480-18,000 kg depending on cultivation practices.

Market Potential

Callaloo is marketed fresh to:

Local consumers: For house hold use, it is sold in bundles or chopped and packaged.

Exporters: Canned, bundled in 15 lb cartons or chopped in 1-2 kg packets

Processors Fresh

Marketed produce can be broken down as follows:

30 % of all callaloo grown is sold to exporters to be exported fresh , the major export season starts in November and continues to July at which time the supply falls off but export continues throughout the entire year.

50% is sold to processors (canned): Processing is usually a year round venture due to the reduction in the quality restraints practiced. 95 % of this canned product is exported and the remainder sold in the local marketing outlets. The remaining 20% is sold to local consumers . This is a year round market.

Local market

This consists of the fresh market and the processing trade. Volumes needed are:

• Processing trade 70 tons/yr
• Fresh market 20 tons/yr

Export market

Callaloo is exported to United States of America , England and other European countries and Canada .

Approximate volumes exported are:

1. USA 25 tons/yr
2. Europe 30 tons/yr
3. Canada . 15 tons/yr

NB. Correct use of pesticides is paramount to the sale of Callaloo into all three market segments.

Market Price

Table 1. Comparative Prices for different market segments (2000 - 2005) - $ / kg ($ / kg)

Table 2: Export data for fresh callaloo (2000 - 2003)*