 EXPLORATORY STUDY IN ASSESSING THE MARKET POTENTIAL AND DISTRIBUTION NETWORK OF SELECTED TROPICAL FRUITS IN EUROPE Norjaya Mohd Yasin Mhd Suhaimi Ahmad Norzalita Abd Aziz Ahmad Khairy Ahmad Domil Universiti Kebangsaan Malaysia Abstract This is an exploratory study that aims at assessing the market potential of selected tropical fruits in Europe. Specifcally, this study attempts to identify the distribution network and to determine the competitiveness of Malaysian tropical fruits in the European market. Through purposive sampling, 100 interviews were conducted on the industry players comprising of importers, wholesalers, retailers and distributors in The Netherlands, which serves as a gateway to the European market. The study shows that the channel members include large-scale importers, wholesalers, and exporters, as well as large and small-scale retailers, who are the main players in fruits and vegetables distribution in The Netherlands as well as European markets. Results also indicate that there is a great potential for Malaysian tropical fruits particularly carambola, pomelo and dragon fruit due to low market competition. However, it is pertinent that these fruits be marketed in the premium market to reap premium earnings by supplying niche segments of the market. Although fruits such as pineapple, mango and papaya are highly demanded, competition is stiff. Despite low competition, durian, mangosteen, jackfruit and rambutan have less potential since market demand is low and the fruits are less attractive among the Europeans. Marketers of tropical fruits for European market should become more proactive in developing new fresh fruit products and build on the intrinsic strengths of fresh produce- namely freshness, associations with health, nutrition and light taste that is consistent with modern lifestyle. Keywords: Market potential, industry survey, tropical fruits, distribution channel, European market Journal of Agribusiness Marketing Vol 1 (2008) * School of Management, Faculty of Economic and Business, Universiti Kebangsaan Malaysia. E-mail: norjaya@ukm.my Hak Cipta Terpelihara © 2008 – Lembaga Pemasaran Pertanian Persekutuan (FAMA) Hak Cipta Terpelihara © 2008 – Lembaga Pemasaran Pertanian Persekutuan (FAMA)