Press Releases

• August 17, 2010 - Novelle Consulting Launches New Website
• August 16, 2010 - Erich Hinrichs and John Musser Join Novelle Consulting
• August 1, 2006 - Novelle Principal Awarded Presidential Volunteer Service Award
• December 20, 2005- Sonora State, Mexico Completes Phase I of Development Plan
• April 26, 2005 - PMA Addresses Consumption, Industry Trends with Retailers, Growers in Mexico
• April 18, 2005 - Novelle Assists State of Sonora in Five Year Plan
• June 3, 2004 - BC Hot House Chairman Al Vangelos Elected Russian Farm Project's Chairman of the Board

Novelle in the media

• April 22, 2009, The Packer - Vangelos named Produce Man for All Seasons
• April 10, 2006, The Produce News - Novelle Takes on Winogrond and Obregon as Two Senior Principals
• April 6, 2006, FreshPlaza - Novelle Adds Two New Senior Principals; Obregon and Winogrond
• July, 2005, Productores de Hortalizas - Agronegocios en Sonora
• May 1, 2005, The Produce News - Symposium Shines Spotlight on Sonora Agriculture

on the move

Novelle and Food Safety in Southeast Asia
Novelle and the Gates Foundation
Novelle and the World Bank in Malaysia
Novelle in Southern Sudan
Novelle in Georgia
Novelle in Indonesia
Novelle in Egypt
Novelle in Guatemala
Novelle in Central America
Novelle Consulting in Zambia
Novelle Consulting in the Balkans
Novelle's Indonesian Assignment
Novelle in Southern Africa
Novelle in former Soviet Union
Novelle and Work in Colombia
Bananas in Bangladesh
Vegetables in Moldova
Packing Plant in Moldova
Quality Control in Moldova

white papers

Novelle Consulting and EUREPGAP
Moscow Supermarket Industry
The 5-Year Agricultural Business Development Plan for Sonora, Mexico
Marketing of Horticultural Produce in Asia-From Sonora Symposium


Tropical Fruit Development in Indonesia

Construction site in LuxorThe successful development of a sector of the food industry will normally be related to a number of factors. It will involve an appropriate climate, reasonable infrastructure and access to distribution, availability of capital, and reasonable government policies, as well as some other variables. In Southeast Asia, both the Philippines and Thailand have developed very successful export tropical fruit industries, while their much larger neighbor, Indonesia, has been notoriously unsuccessful in this field.
The U.S. Agency for International Development recently initiated a three year program in Indonesia, AMARTA, designed to assist Indonesian agriculture, and one of the principal programs of AMARTA is focused in the area of tropical fruit. Novelle principal, Henry Winogrond , was asked to come to Indonesia to do an assessment of the state of the industry, and to recommend to USAID and AMARTA where their efforts should be focused over the course of the following three years.
Mr. Winogrond has worked in Indonesia many times before this recent visit, and quickly concluded that it not be a proper allocation of time or money to focus on the large northern islands, Kalimantan and Sulawesi, nor the many islands to the east of Bali. The populations are low and the infrastructure nearly non-existent, making the relationship between the efforts required and the expected benefits a poor one. They focus should instead be on the axis from Bali, through Java, and then east Sumatra, as well as an area of north Sumatra around the port city of Medan. This is an area with a population of 150,000,000–160,000,000 people, and a reasonable infrastructure that offers the possibility of both domestic and export economic distribution.
Secondly, it was determined that the project should be market driven, and Mr. Winogrond began by interviewing the largest domestic fruit distributors and fruit exporters. From them was learned the products and the growing areas in the country with the most potential.
The next few weeks were then spent traveling the country and interviewing producers within the targeted market area. This included citrus, mango, mangosteen, and cut flower growers in Bali. Banana and mango producer groups were visited in east Java. Pineapple, mangosteen, and mango areas were analyzed in west Java, as well as pineapples and bananas in west Sumatra. Finally, banana, pineapple, citrus, and cut flower growers were interviewed in the fertile areas of north Sumatra.

Many projects were found that offered significant returns for immediate modest levels of support. The normal forms of assistance delivered by USAID are technical production assistance, postharvest assistance, refrigeration and packing plat design work, and organizational assistance of all kinds. The immediate projects that will be undertaken will be with banana growers in east Java and north Sumatra, citrus groups in Bali and north Sumatra, and pineapple growers in west Java and north Sumatra. Mr. Winogrond will return to Indonesia on a regular basis during the life of AMARTA, and we fully expect to see some significant improvements in the tropical fruit industry in Indonesia.