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Core values
ANALYSIS
BRANDS
VARIETIES
INTERVIEWS
International suppliers explain why innovation and sustainability are essential ingredients for growth in fresh apples and pears
INNOVATION
SUPPLY CHAINS
SOURCING TRENDS
Soren Bjorn Driscoll’s
Monica Bratuti Turners International
Filip Fontaine VLAM
Alk Brand Westfalia
Tarun Arora IG Group
Christelle Bertin Blue Whale
Steve Magami Agrovision
Stephan Weist Rewe
Fabio Zanesco VIP
Dan Mathieson Zespri
Jose Antonio Gomez Camposol
Helge Sparsoe Fyffes
Raffaele Benedetti Unitec
Hannes Tauber VOG
Marion Regan Hugh Lowe Farms
Mohammed Abbas Del Monte Franks Rodriguez ALDI South Group
Michael Fellner ALDI South Group
Time for pears to join the apple club?
Investment in new and improved varieties has been the major trend in apples lately, but in pears that marketing model has yet to be embraced fully
Earlier in 2024 I wrote a piece for Fruitnet about a big shift in the apple business. With a broader range of trademarked brands and targeted marketing programmes, the business of selling apples has changed dramatically in recent years, I observed. What is really amazing is the speed at which investments in licensed varieties has begun to pay off. Brands like Cosmic Crisp, Kissabel, Envy, Jazz and of course Pink lady are hitting all the right notes in terms of product taste and flavour, and they enjoy the backing of concerted marketing campaigns. It appears to be a winning formula. In early July, I visited one of the UK’s largest apple suppliers and discovered just how important this business of club varieties has become. Retailers have taken note of the fact that these premium fruits can create new demand among shoppers. Quite simply, these are better products that sell better. Now of course, suppliers might have to negotiate hard with retailers and spend a bit to get these products on the shelf in the first place, but it also feels like a very good time to be growing and supplying such novel varieties. The question must be asked though, why hasn’t this strategy been adopted anything like as widely in the pear business? After all, that is a category which is crying out for more innovation and better returns.
Mike Knowles, Editor
HUNGARY
A new crop of ideas begins to bear fruit
By employing advanced production methods, planting better varieties, and coordinating their marketing efforts, apple growers in Hungary appear to have given themselves a greater chance of commercial success.
by Mike Knowles
Slowly but surely, change is coming to parts of the apple business in Hungary. It’s by no means a dramatic, overnight shift. But a gradual move towards new varieties, better technical processes, and consolidation of supply means the country’s fresh apple trade has a bright future.
As in most of central and eastern Europe’s former communist countries, and in contrast with nations in the west, Hungary’s apple growers have tended to focus far more on the processing sector. Each year, in fact, as much as two-thirds of the national crop is turned into apple juice concentrate.
However, more of those growers have managed to invest in better-performing varieties, which means they can target the higher-value fresh market. Hail nets now cover around 10-15 per cent of Hungary’s 22,000ha of apple production, and this has been instrumental in saving those crops from summer hail storms. Other equipment has also played a vital role, for example wind machines to combat spring frosts.
This change has been a long time coming. Over the past 35 years, Hungary’s fresh apple offer has gradually expanded, coalescing around a smaller number of producer organisations (POs) with access to betterperforming cultivars and the technical wherewithal to guarantee supply to modern retail chains – among them Spar, Tesco, Auchan, and the German discounters Lidl and Aldi.
“Before the political changes in 1990, there were big POs with big apple orchards,” says Ferenc Takács, a research scientist at the Fruitculture Research Institute of the University of Debrecen and one of the country’s most experienced apple industry experts.
As he explains, the political upheaval that led to the fall of communism in 1990 precipitated a sudden removal of state structures – including government ownership of all commercial apple orchards – that previously held so much of Hungary’s agricultural economy together.
“We produced close to one million tonnes per year back then,” Takács recalls. “But after the communism regime finished, every member of the PO took their fields back from the government. At the moment we can produce half a million tonnes per year. Last year
ABOVE—Ferenc Takács works with growers to extend the shelf-life of their products
OPPOSITE—Hail nets and wind turbines in Újfehértó, in the north-eastern county of Szabolcs-SzatmarBereg, which produces more than 60 per cent of Hungary’s apples
“There are still too many apple producer organisations, but in the next ten years I think only two or three will remain”
was 400,000 tonnes, but in 2018 we produced close to 800,000 tonnes. So it’s very variable.”
Left to face the market alone, the potential for a coordinated, export-focused marketing approach was negligible. And while today Hungary exports very little of its apples, it does appear to have reclaimed some level of coordination and commercial solidarity among its thousands of growers.
“There are still too many apple POs, maybe close to 20, in Hungary, which is too much when you compare it with the situation in Poland or Italy,” Takács suggests. “However, there are five or six huge and very important ones. And in the next ten years, I think only two or three will remain.”
With the help of subsidies from the EU and the Hungarian government, several modern, high-tech orchards have sprung up in the last ten to 15 years. Takács reckons more than 3,000 hectares have been converted in the last decade.
GREATER VARIETY
And it’s not just the structural aspects of those orchards that have been altered. The apples themselves were ripe for improvement, he says. “When we started to plan these new modern orchards, the varieties also changed. For example, there is a wide range of popular new Gala clones like Schnico Red, Devil Gala, Gala Royal, Galaxy and Buckeye. Idared is very popular too, as are new Jonagold clones like Red Jonaprince, Red Delicious clones, and Golden Delicious.”
Takács believes this is a smart move on the part of growers, and one which will lock in new value and eventually convince buyers to pay more. “I think the market always needs new types of apple,” he argues. “It’s a good marketing tool to enhance the consumption.”
For growers who do invest in new varieties, the pressure to secure better returns is intense. Whether or not they do depends largely on the producer organisations themselves, who must balance the supermarkets’ desire to set attractive prices for their shoppers – sometimes via low-price promotions – and the need to cover the cost of production.
But all in all, Hungary’s apple growers are quietly confident ahead of their 2024/25 season, Takács insists. After all, improvements on the ground, combined with a trend towards fewer, bigger grower groups, means some balance could return to what was previously a one-sided commercial equation.
He concludes: “I think if we are able to manage the market situation smartly, this year will be very good for us.”
Giropoma moves with the times
New investments at orchard and packhouse level are future-proofing the business, says manager Alex Creixell.
by Maura Maxwell
Can you gives us a brief overview of Giropoma’s activities, Alex?
Alex Creixell: Giropoma Costa Brava is made up of 29 producers who farm a total area of 800ha and produce around 32,000 tonnes of apples annually. Our varietal arch is made up of the varieties covered by the IGP Manzana de Girona (Apples from Girona) quality seal, such as Gala, Golden Delicious, Red Delicious and Granny Smith, as well as Fuji. We also grow and market club varieties such as Pink Lady, Crips Red – marketed under the Joya brand – and the Regalyou variety, marketed as Candine. Spain is our main market and we export around 20 per cent our output.
How would you summarise the recently completed 2023/24 campaign? Has it been satisfactory in terms of demand and prices generally?
AC: I would characterise the season as being quite stable in terms of consumption and prices due to no single European country having a particularly large crop. Generally speaking it has been a satisfactory campaign without any major surprises.
Parts of Catalonia are experiencing a major drought. How is the lack of water affecting you and what measures are you taking to mitigate its effects?
AC: Fortunately, in recent months we have had frequent rains that have replenished reservoirs. This means that the restrictions we were under have been lifted, so we hope to have a normal irrigation campaign. In any case, our producers have made significant investments in efficient irrigation systems and today 90 per cent of our fields are drip irrigated and supported by humidity probes.
Would you say the productive landscape is shifting in Spain to align with market demand? And how do you see the market situation generally – do you think the fact that there are now so many club varieties can cause confusion among consumers?
AC: Giropoma has been growing club varieties for a long time, without neglecting the traditional varieties, which still represent the bulk of consumption. A number of new club varieties have appeared in recent years and it is possible that this
could confuse shoppers. But in my opinion the consumer is smart and the club varieties that survive are those that provide something truly different in terms of flavour and appearance.
Tell us about some of the new technologies you have introduced in the field and the packhouse to improve your efficiency and reduce costs?
AC: At farm level we have long opted for biological control in 100 per cent of our orchards. In the packhouse, most of our cold rooms are DCA (dynamic controlled atmosphere). We also installed a new robotic packaging line last season and next year we plan to expand our coldstorage capacity by 5,000 tonnes ahead of the 2026 campaign.
Sustainability has become one of the pillars of the Spanish fruit and vegetable industry. What progress have you made in your efforts in the last year?
AC: We have installed solar panels at our facility and these now provide 25 per cent of our energy usage. This year we also installed filters to recover the water used during the washing process, which represents a significant water saving for the company.
TOP—Giropoma’s output exceeds 30,000 tonnes a year
VOG innovates to build the future of the apple category
The spread of new successful varieties, changes in consumption, increasingly evolved and segmented marketing of fruit and vegetables: against this background of great change, VOG – Home of apples is helping to build the future of the apple category.
VOG is one of the European leaders in a new era of varietal innovation in apples. The first phase – marked by Pink Lady, Gala and Fuji – was followed by a second phase that led to the introduction of varieties such as Kanzi, Envy and Yello from the 2010s onwards.
A third phase has now begun for the category with the market consolidation of Cosmic Crisp, Giga, RedPop, Joya, Crimson Snow and Sweetango. Year-round availability of high-quality assortments, together with changing consumer habits, especially in Europe, opens
the door to a new innovation challenge: marketing and brand positioning.
New consumer habits require a flexible approach that constantly listens to the market in order to generate value for all actors involved, from apple farmers to consumers, via the very important role of the retailer.
At the same time, especially in Europe, the challenge is to attract new consumers with innovative products and communication that goes beyond mere quality, which consumers take for granted.
In this context, each apple
must have a precise brand identity, conveying a specific system of values, lifestyles and aspirations. Each fruit therefore becomes a point of contact with the consumer and engages its audience in a unique and distinctive way.
ADVERTORIAL
PLANTING, CULTIVATING AND HARVESTING
Given the range of the assortment and its expertise, within VOG there are many examples of the launch and development of new apple brands, with successful experiences in the various evolutionary stages of a fruit and vegetable brand.
There are examples of apples for launch on the market, others to grow and others already consolidated and established, the results of which must be reaped each year.
There are three phases that recall the work in an apple orchard: planting, cultivation and harvesting. For all these stages, VOG deploys innovative and effective strategies that can be a source of inspiration for the entire fruit and vegetable industry.
Giga and RedPop are among the most recent cases of “planted” brands. In this phase, the aim is to convey the apple’s personality, both through creative work and by analysing environmental factors –the other products on the market – to ensure that the new product is unique and distinctive.
From studying these elements, two well-defined personalities were developed for Giga and
RedPop: the former has a bold and expansive identity, ready to share its goodness with the world, while the latter is sweet, but with a rebellious and pop spirit, just like when you take a break.
Envy, on the other hand, is an example of an apple brand that has been “cultivated” in recent years. In this phase, the brand must be nurtured and watered with new creativity to sustain its growth.
VOG deploys innovative and effective strategies that can inspire the entire fruit and vegetable industry
This is why a highly original position was chosen for Envy which, thanks to influences from other sectors such as beauty and fashion, has made the brand even more recognisable, has linked it to the apple’s sensory experience and has taken it beyond the fruit and vegetable department.
Marlene is a brand that has already gone through its planting and cultivation phase. Every year VOG reaps the benefits
by engaging consumers in new stories. Marlene has therefore become the daughter of the Alps, telling the story of her origins with her father, the mountain, her mother, the Mediterranean sun, and time, her teacher.
Then the theme of the seasons was added, allowing people to see what is behind the apples and to remember that Marlene is on the market 12 months of the year.
A third level has recently been added to stimulate and engage consumers: an invitation to a culinary journey to the place of origin of Marlene to discover a world of culture and taste. The concept culminated in a European competition that received over 80,000 entries.
INNOVATION FOR MODERN CONSUMERS
Attracting new consumers and engaging regular consumers in new and original ways are two major challenges for the apple sector, particularly in Europe. VOG – Home of apples is ready to tackle them with modern, consumerfriendly varieties, new segmentation and positioning that is unprecedented for the industry, and distinctive, never-before-seen marketing initiatives.
LEFT—VOG’s home in the South Tyrol is one of the best places in the world to grow apples OPPOSITE—For VOG, each apple it sells must have a very clear brand identity
Cutting-edge tech catches the eye at Interpoma
The world’s only trade fair dedicated exclusively to the apple sector returns to South Tyrol in November 2024, with a sharp focus on new technology.
by Mike Knowles
New breeding technologies and digital technologies for orchards are at the core of the next edition of Interpoma, the world’s only trade show dedicated exclusively to the apple business.
Mur, director of event organiser Fiera Bolzano. “We never lost sight of our main goal – to focus on the apple industry in its entirety, paying attention to technological advances over the years. This edition will not disappoint as it will explore the apple orchards of the future, brand-new digital solutions and new production strategies.”
The biannual event, which takes place in Bolzano, Italy, on 21-23 November, brought together 490 exhibitors from 18 different countries for its last meeting in 2022, when more than 16,000 visitors from 70 different countries headed to South Tyrol for the show.
“We are incredibly proud to welcome the 13th edition of Interpoma,” says Thomas
Cutting-edge technology and sustainable agriculture have become key considerations for apple producers around the world in recent years. So the orchard of the future is Interpoma 2024’s key theme, spanning digital innovations, artificial intelligence, and much more. Exhibitors will demonstrate new ways to enhance production, harvesting, and quality assessment of apples during production.
On day one of the Interpoma Congress, Thomas Letschka from the Laimburg Experimental Centre
PICTURED—Hi-tech approaches to apple production are the focus at Interpoma 2024
Photo: innov8.ag
will chair a panel discussion on the future potential impact of developments in new varieties.
The session will involve genome editing expert Ania Lukasiewicz of Wageningen University and Research, breeding technology specialist Giovanni Broggini of ETC Zürich, and Neal Carter from Canadian group Okanagan Specialty Fruits, which genetically engineered a pair of non-browning varieties now marketed under the Arctic brand. Also taking part will be market experts Angela Bearth of HF Partners and Jan Plagge of Bioland.
Day two is all about digital solutions in orchards. Luigi Manfrini from the University of Bologna will chair a panel comprising Alexandre Escolà Agustí of Universitat de Lleida, Ken Breen of Plant & Food Research, Ian Goodwin of Agriculture Victoria in Australia, Steve Mantle of innov8.ag, Konni Biegert from Kompetenzzentrum Obstbau Bodensee (Germany), and Walter Guerra of the Laimburg Experimental Centre.
Guerra, who is responsible for coordinating the Interpoma Congress programme, will talk about how the use of integrated sensors and data can boost an orchard’s efficiency. And that’s just one of several topics – spanning precision agriculture, data, machine learning, and smart mapping – that will enhance the audience’s knowledge of orchard management.
21- 23/11/2024
Bolzano,
Italy
+ Interpoma Congress
More than 10 international speakers 2 half-days of Expert Knowledge
Learn more about the new breeding technologies (NBTs) and imagine with us the "orchard of the future"
Key topics 2024: NBTs & Digitalisation Buy your ticket
Aldi invests £750m in apple grower
The retailer’s new 20-year deal with AC Goatham & Son will also see the introduction of a 200-acre Aldi Orchard.
by Luisa Cheshire
UK fruit grower AC Goatham & Son has signed a new £750m deal with Aldi. The company, which has supplied Britain’s fourth largest supermarket with a variety of apples and pears for the past eight years, became Aldi’s sole supplier of British apples last year.
The new, 20-year deal will also see the introduction of an ’Aldi Orchard’ – a 200-acre plot on New Green Farm in Gravesend, Kent, which will grow a mix of Gala and Braeburn apples for Aldi stores across the country.
The news comes after British Apples and Pears Limited named Aldi as its 2023 Apple Retailer of
the Year and the Fresh Produce Consortium (FPC) presented Aldi with its Fresh Produce Retailer of the Year award.
Kent-based AC Goatham & Son was named Supermarket Fruit and Veg Supplier of the Year at the FPC Awards 2023. The family-owned company says it has plans to plant an additional 100 acres per year of apple trees exclusively for Aldi.
Founded in 1947, and run by Clive Goatham and his son Ross, the business supplies an estimated 250m apples and pears to Aldi stores each year – more than five times the volume it initially supplied to the supermarket back in 2016.
The business has big plans for
its future. These include working with Aldi to extend the growing season with controlled atmosphere storage, and working in partnership with the supermarket on its journey to reduce emissions.
Ross Goatham, managing director of AC Goatham & Son, sees great potential in the new deal.
“This is a fantastic achievement and a real testament to the work both AC Goatham & Son and Aldi have put into the agreement to have created something truly collaborative, a first for the British topfruit sector,” he says.
“This gives us the confidence now to invest for the future and to grow more British apples and pears for Aldi, guaranteeing sustainability, viability and most importantly UK food security.”
Julie Ashfield, managing director of buying at Aldi UK, comments: “We are proud to be one of the largest buyers of British apples and of our partnership with AC Goatham & Son.
“This new 20-year deal represents a £750m investment in British farming and demonstrates our long-term commitment to championing British produce.”
BELOW—Ross Goatham, second left, with Aldi UK’s Julie Ashfield, centre
Most British supermarkets buy more domestic topfruit
Trade association reveals Sainsbury’s and Lidl have expanded their procurement of British apples and pears the most.
by Michael Barker
Seven out of ten UK supermarkets have increased the volume of British topfruit they buy compared with the previous year, new analysis indicates.
A new report from trade body British Apples & Pears (BAPL) shows that, in the first six months of the season, the top performers were Sainsbury’s – which bought 2,737 tonnes more of British topfruit from BAPL growers than in the same period of the 2022/23 campaign – and Lidl, which bought 2,597 tonnes more.
Tesco fell slightly behind its year-earlier performance; it bought 714 tonnes fewer British apples and pears. However, BAPL noted that the supermarket was hampered by a slow start in October and had begun to catch up with the others.
“Things are getting very tight, with Aldi beating Tesco but only by 333 tonnes. Sainsbury’s and Lidl are closing the gap”
with 21,527 tonnes of British crop bought in the same period. That was slightly ahead of Tesco on 21,194 tonnes, while Sainsbury’s and Lidl were third and fourth respectively. The only other supermarket thay reduced its volume was Iceland.
“Things are getting very tight at the top of the league table this year,” says BAPL executive chair Ali Capper. “Aldi is currently beating Tesco, but only by 333 tonnes.
21,527 tonnes of uk topfruit bought by aldi in the first six months
The biggest underperformer was Morrisons. It bought 2,613 fewer tonnes between October and March 2023/24, compared with the same period in 2022/23.
Overall, Aldi is top of the table
Sainsbury’s and Lidl are both closing the gap on the top two. It’s going to be fascinating to see how the rest of the year turns out.”
ABOVE—
BAPL wants to boost sales of UK-grown apples
Record turnover for Blue Whale
Candine enjoys strong growth in Asia, while French Pink Lady sales climb 30 per cent.
by Carl Collen
Leading French cooperative Blue Whale has announced record turnover across all of its markets for 2023/24.
“This season has been defined by a good harvest both in terms of volume and quality,” states Marc Peyres, commercial director at Blue Whale. “However, none of this would have been possible without the work we have carried out for years on innovation in order to adapt to changing conditions and market expectations.
“This is a long journey that encompasses all areas of the business, from farmers to marketing, sales and supply,” he notes. “This success comes from the ongoing effort of everyone, as well as their professionalism.”
Candine, Coeur de Reine and Pink Lady were the varieties that stood out for the French company this season, it says. While Candine tripled sales driven by its popularity in Asia, Coeur de Reine doubled its sales figures in France.
With sales growth of 30 per cent globally, Pink Lady represented what Peyres considered to be “the most notable development of the season”.
Looking to the future, Blue Whale says growth will continue to depend on innovation. “Ninety per cent of the varieties we sell today didn’t exist 35 years ago,” Peyres explains. “It is likely that most of those that we will sell in 30 years do not exist yet. We must continue to work hard to prepare for the future while supporting the success of varieties such as
Pink Lady, which we developed 30 years ago. Coeur de Reine, Candine and others that will emerge will be the ones that succeed in the future.”
Ensuring the supply of quality fruit year-round across the many markets it operates in, was another of the priorities for Blue Whale, it says.
To achieve this, the group of French producers is progressing on different lines, including increasing the production schedule with late-ripening varieties such as Joya, extending the season of the French Pink Lady, investing in coldstorage and optimising the entire process from the harvest to handling in packaging plants.
Alongside its wide range of apples, Blue Whale says it will add other fruits to its catalogue. Premium pears, with varieties such as Angys, QTee and Fred; green and yellow kiwifruit with a new fruit plant devoted to the category opened this season; plums, especially the Metis variety; and Apirena seedless table grapes, adapted to the tastes of current consumers; are now the focus of its diversification strategy, it observes.
This new fruit segment already provided a turnover of over €40m for Blue Whale, it reveals, and is expected to grow over the next five years.
ABOVE—Marc
Peyres says volume and quality were high RIGHT—Pink Lady sales climbed by 30 per cent
“We must continue to work hard to prepare for the future while supporting the success of varieties such as Pink Lady”
let’s grow together
Demand remains high for Poland’s apples
While volumes in the orchards are lower, both domestic and overseas sales are strong, according to Jan Nowakowski of Genesis Fresh.
by Carl Collen
How has the apple season panned out for you?
Jan Nowakowski: The 2023/24 season is coming to an end. We still have a small stock of apples for our partners, smaller volumes compared to the previous season, but we will have enough until the new season. The coming season will be earlier by about 2-3 weeks.
We will have good volumes of Royal Gala this year. The demand for this variety is growing each year in Europe as well as in overseas markets like Asia and South America.
What volumes are you expecting to produce this year?
JN: We expect to have around 25,000 tones of apples this season, down 20 per cent compared to last season. Total Polish production is expected to reach 3m-3.3m tonnes, down from 4.5m tonnes last year.
In the southern part of Poland, the orchards are nearly empty, expected to reach 10 per cent of last season’s volumes. There were strong frosts in these parts of Poland. A colder and wetter flowering period impacted production of apples this year.
How strong is the market?
JN: Good demand from domestic and European markets has meant good sales of Polish apples. Exports of Gala apples to overseas markets are high each year and we expect to increase the numbers of containers
shipped to Middle East and Far East markets.
Most apples are produced for the domestic market, both for fresh consumption and processing, reaching up to 60 per cent of total production. The rest of the volume goes to Europe and about 5-10 per cent to overseas markets. South America is offering new opportunities for Polish apples, especially Royal Gala.
What are your key customers demanding from your apples?
JN: We have clients in both areas, fresh consumption and industry production. The fresh market looks for varieties, texture, shelflife and taste. Polish apples have all these characteristics. We give good service to our clients, and we deliver bigger volume of apples for promos in a short period of time.
What are the main challenges you see the business facing in the future?
JN: We will have less fruit in coming seasons, it will be challenging to supply new markets. The remainder of this season is also very short with apples. We are counting every single apple to fulfil the coming orders.
European apple volumes will be reduced for several reasons. There were many frost events, even in Italy, and production will be smaller as well. Germany, Belgium and the Netherlands will also have smaller crops in the coming season.
The prices for apples show that it will be a more expensive season for consumers. We have higher production, service and maintenance costs in the orchards, at packing stations and for labour.
TOP—Jan Nowakowski LEFT—Genesis Fresh expects to produce 25,000 tonnes of apples this season
New Zealand’s biggest Pink Lady supplier ready for record campaign
After its first new-season apples arrived in Europe earlier this year, Golden Bay Fruit is ready to export more than two million cartons for the first time.
by Mike Knowles
Based in Motueka, at the top of New Zealand’s South Island, Golden Bay Fruit has flourished in the post-deregulation era to become one of the country’s leading apple exporters.
This year, there are plenty of reasons for the company to be optimistic about its trade in Europe – not least a free trade agreement with the EU – as Golden Bay Fruit’s commercial manager Patrick Meikle explains.
“We’re one of a few NZ marketers still focused on Europe, and the largest exporters of Braeburn and Pink Lady”
Patrick, what impact is New Zealand’s free trade agreement with the EU likely to have for the country’s apple export business?
Patrick Meikle: A lot of what New Zealand supplies to Europe is late-season apples. What we supply into Europe is mainly Pink Lady, Jazz and Braeburn. So the fact we will not have any duty coming off that helps a lot. These varieties are already under price pressure, with returns below the cost of production, and planted area is being reduced.
What was the duty?
PM: It was round about 10 per cent. But they didn’t base it on your actual invoice value. It was what they said was the market value. So last year, we were paying over €3,000 a container in duty. But that was only the ones that arrived after 1 August, so later in the season.
First arrivals usually start with a small amount in April, then more volume in May. So you’ve got May, June, July. That was always tariff-free. It was only the later season, which is probably about half of what New Zealand supplies.
What we used to try and do was get a big bulk in just before the first of August. But then you end up paying for storage and it can create quality issues. So removing the duty will be much better for both cost and quality management. It means we can run things more efficiently.
How much of a difference can that make for growers?
PM: Growers in New Zealand have had significant extra costs over the last few years. For example, the minimum wage in New Zealand is now over NZ$23 an hour. As an industry we’ve been short of pickers. Golden Bay Fruit has never been short, but like most companies it relies heavily on the RSE [Recognized Seasonal Employer] scheme for harvesting and packing.
Other costs have also gone up: power, sprays, packaging, everything. Freight tripled in cost from three or four years ago, to two years ago. Last year, it went back down by US$2,000. This year it was going to be a lot lower, but then the Red Sea issue came in and all of the shipping lines added two and a half thousand US dollars extra per container. It’s still 50 per cent above where it was before covid.
Could the FTA mean more NZ apples go to Europe in future?
LEFT—Golden Bay has high hopes for its new variety Sasssy BELOW—The company has grown in the past decade to become one of New Zealand’s leading apple exporters
OPPOSITE—Pink Lady is one of its most important varieties
PM: The thing that is going to have more of an impact on the apples this year is that Braeburn stocks in Europe are very low. That’s going to have an effect on Braeburn sales, and we are expecting it should be a reasonably decent market for New Zealand Braeburn.
There’s a stock of Pink Lady in Europe which is all large sizes, and this will have an effect on prolonging the European season. So there could potentially be less demand in Europe. But in the UK, because they want the smaller sizes, we’re expecting a decent demand for Pink Lady.
And as for the New Zealand crop, we’ve had a dry summer. The fruit quality is awesome – the Brix, the pressures, and the colour development, which has been amazing – but the sizes are back slightly. That would mean we have more available for UK and maybe slightly less for mainland Europe.
You’ve expanded a lot in Asia lately. Will it be another record volume for Golden Bay this season?
PM: Yes, we’ll probably export around two million cartons this year of our own fruit. Two or three years ago we were 1.2m cartons, and last year we hit a record 1.7m cartons exported. We’ve had big growth and we are now about 10 per cent of New Zealand exports. We’re actually one of the few NZ marketers that is still focused on the UK and Europe. For Braeburn, we have about 35 per cent of the New Zealand crop. And Pink Lady is about 35 per cent as well. We are the biggest growers or exporters in New Zealand on both those.
What plans do you have to expand your production?
PM: We are actively expanding plantings of our own IP varieties such as Miranda and Cherish, which are exclusive to Golden Bay Fruit, and new varieties Sassy and Posh – we own the global licensing rights for these in partnership with Taylor Corp, under a new venture called Next Generation Apples. We’re pretty excited about these protected varieties, and as well as expanding plantings ourselves we have interested parties who will plant these varieties under licence.
Kissabel enjoys growth in Southern Hemisphere
The Australian campaign for Kissabel focused on raising brand awareness, while efforts to expand the commercial window in Chile continue and South Africa prepares for the first tests in 2025.
by Tom Joyce
Australia, Chile and South Africa are paving the way for growth in the production of Kissabel apple varieties in the Southern Hemisphere.
This year, harvesting of the apples, whose flesh ranges in colour from pink to deep red, commenced between February and April in the South, marking a breakthrough in varietal research and marketing.
Southern Hemisphere partners in the Ifored programme, dedicated to the development of Kissabel apples, include Montague (Australia), Unifrutti (Chile), Moño Azul (Argentina), DuToit (South Africa) and Yummy Fruit (New Zealand).
“Kissabel is a global programme, and we are delighted to count on the expertise of top partners in the Southern Hemisphere,” said Emmanuel de Lapparent, manager of the Ifored programme. “Our red-flesh range is an exciting new development for the apple industry, and with each harvest we are making progress towards ever greater availability of top-quality fruit with an amazing appearance and delicious taste.”
Australia is the first country in the region to begin sales, with the season starting in March and lasting until early June.
With the aim of building brand awareness and strong demand, Kissabel partner Montague set up a multichannel marketing plan, including PR, in-store sampling, collaborations with influencers and partnerships with restaurants and bakeries, as well as tastings at The Orchard at Montague, the company’s retail outlet.
Kissabel also took part in the Melbourne International Flower and Garden Show, welcoming thousands of attendees to sample the apple. All these initiatives are intended to lay the foundation for an expected increase in volumes in the years to come.
Unifru i in Chile equally recorded growth for Kissabel. This year, pilot orchards provided volumes for test shipments to Central and South America between mid-March and April. The goal is to widen
the commercial window, including by evaluating different red-flesh varieties suited to the specific characteristics of the cultivation areas.
In South Africa, the DuToit Group is reportedly continuing to evaluate varieties, testing several in its apple orchards that are already on the market in other countries. The aim is to have the first quantities for a semi-commercial season by 2025. Meanwhile, the testing phase is also underway in Argentina and New Zealand.
Unitec: automation and quality selection
Cost reduction and clustering of quality parameters to meet different consumer targets are the challenges of the future.
For 100 years, Unitec has always had the drive for innovation in its DNA, designing and implementing innovative technological solutions for its customers in more than 65 countries around the world, for all stages of handling of more than 50 types of fruit and vegetables.
In an increasingly dynamic market, Unitec, through Unisorting Brand of Unitec, accelerates by offering companies in the apple and pear supply chain new opportunities for their business.
Over the years, Unisorting Brand of Unitec has developed innovative solutions for external and internal quality selection of apples and pears, designing the Apples Sort 3 and Pears Sort 3 systems, dedicated to external quality selection, and UNIQ Apples and UNIQ Pears, for internal quality selection.
At Unisorting brand of Unitec, every day they design and implement technological solutions that achieve greater ease of use, faster work, maximum delicacy and, above all, a guaranteed reduction in handling costs, always ensuring consistent quality with every purchase and the utmost respect for the fruit of their customers and their business.
The glimpse into the future that Apples Sort 3 and UNIQ Apples guarantee is the possibility to select quality not only according to minimum thresholds or ranges with respect to the main parameters, but also the opportunity to manage them in different combinations to determine quality clusters that
precisely meet each consumer target.
For example, different combinations of sugar content, acidity, and firmness result in specific and differentiated palate perceptions; clustering them with respect to the main consumer targets makes it possible to select products that better address the needs of each consumer segment and, thus, help obtain greater buyer satisfaction.
Thanks to the Pears Sort 3 and UNIQ Pears systems, packing houses are able to nondestructively view the entire surface, as well as the internal quality of each fruit, through the use of sophisticated highresolution cameras, so as to select fruits according to external quality parameters, such as: colour, weight, and optical size.
The UNIQ Pears system is a highly reliable solution for internal quality selection, because it can select each fruit by examining the Brix degree, internal caves, and brown core, without damaging the fruit.
The constant drive for innovation that has always moved the Unitec Group is one that stems precisely from a strong desire to help, to give concrete answers to the needs and business objectives of packing houses around the world.
An innovation, therefore, that stems from a strong connection with the market. A connection that is based on constant listening and dialogue with the market and that is also evident in the careful attention the group gives to after-sales service by providing quick, efficient and reliable answers to its customers.
Unitec is constantly at its customers’ side to develop new solutions or improve existing technologies, thanks also to a new R&D centre in the company’s headquarters. Thus, it positions itself as a technological partner to be counted on. Today and in the future.
ABOVE—Apples Sort 3 is a machine focused on external quality
Scales sells two apple orchards
The Mr Apple-owned orchards Te Papa and Blyth sell to fund managed by Craigmore.
by Bree Caggiati & Liam O’Callaghan
Scales has announced that it has entered into an agreement to sell two of its New Zealand apple orchards, owned by subsidiary Mr Apple, to a fund managed by Craigmore for a total of NZ$34m.
The sale includes the Te Papa and Blyth orchards, with a total planted orchard area of 186ha. The transaction is subject to approval by the Overseas Investment Office. As part of the deal, applicable fruit from both orchards will be supplied to Mr Apple for packing, storage and marketing under a long-term agreement.
In addition, to assist with the transition, Blyth orchard will be leased back to Mr Apple until the end of the 2027 season and that
company will provide short-term management services for the Te Papa orchard.
Managing director Andy Borland said he was pleased to continue the partnership with Craigmore.
“We have worked closely with Craigmore for a number of years and are pleased to be able to further develop our partnership with them,” he said. “Craigmore and Scales are strongly aligned in our shared vision to see the New Zealand horticulture industry and the wider community thrive through continued investment and growth.”
The sale of the orchards is expected to decrease Mr Apple’s pre IFRS16 Underlying EBITDA of
BELOW—Scales recently acquired 240ha of planted orchard area, including 110ha of Dazzle apples
NZ$4m across the medium-term. Scales said that when combined with the impact of the Bostock transaction, announced in May 2024, there would be a net impact across the two transactions of a medium-term increase in pre IFRS16 Underlying EBITDA of NZ$6m-NZ$8m.
BOSTOCK ORCHARD PURCHASE
The Bostock deal saw Scales acquire 240ha of planted orchard area, including 110ha of Dazzle, and a stake in juice concentrate operation Profruit from Bostock Group for NZ$47.5m. This is where Mr Apple first revealed that the Blyth and Te Papa orchards were up for sale.
“By acquiring the Bostock orchards and selling these existing orchards, Mr Apple will broadly maintain its total orchard area while achieving a meaningful uplift in its premium variety volumes,” Scales said in a release.
Borland said the company was pleased to announce the transaction.
“We are extremely pleased to announce our transaction with John Bostock today. Scales and Mr Apple have worked closely with John Bostock and his team over multiple decades and expect to continue to work closely together to collectively grow the industry,” he confirmed.
“Bostock orchards are renowned for their premium quality produce and the orchards being transferred are optimally located, with strong strategic alignment to existing Mr Apple orchards.”
The acquired orchards include a high concentration of Dazzle plantings – approximately 110ha – as well as high-colour Fuji and Royal Gala plantings. This is set to help increase Mr Apple’s premium offering with premium fruit expected to represent nearly 80 per cent of Mr Apple’s 2025 fruit sales compared with 64 per cent in 2023.
Fruitways enhances Agrofresh partnership
South African group adds Harvista 1.3 SC tool to manage produce quality before and during harvest.
by Carl Collen
Agrofresh has announced that South African apple specialist Fruitways has added its Harvista 1.3 SC tool, a near-harvest product, to its portfolio.
Fruitways has partnered with post-harvest specialist Agrofresh for more than 20 years, having integrated the Agrofresh SmartFresh Quality System into its operations to allow longer
“Harvista and SmartFresh give us valuable tools to determine when we want to harvest and pack the fruit”
BELOW
LEFT—Harvista 1.3 SC helps to manage produce quality before and during harvest BOTTOM—Jaco Moelich of Fruitways
Photo: Agrofresh on YouTube
fruit storage and ensure export quality – especially to markets that were previously unavailable due to quality constraints. With the addition of Harvista 1.3 SC, Fruitways said it had another tool to manage produce quality before and during harvest.
“Agrofresh is an important supplier partner for us,” said Jaco Moelich, Fruitways general manager –technical services. “Both Harvista and SmartFresh give us valuable tools to determine the timeframe that we want to harvest and when we want to pack the fruit for our clients.
“SmartFresh has really transformed the way we think about our post-harvest process and how we make decisions on storage and marketing of our fruit,” he confirmed. “The climate is not always ideal for good colour development, so you sometimes need a bit longer time on the tree for the cold fronts to come in the autumn time and Harvista gives us the opportunity to delay our harvest.
“You get a bit bigger size, but you also get very good colour development if you can delay your harvest a little bit,” Moelich added. “In post-harvest, the most important thing is texture and SmartFresh plays a very big role in maintaining a crisp texture during storage, long after apple harvest, for consumers.”
Peter Wood, country manager South Africa for Agrofresh, said it filled the group with pride that Fruitways and the apple industry had benefited from the research and investments his group had made.
“Collaborations like the one with Fruitways are the cornerstone of the success AgroFresh has had over decades in the industry,” he noted. “We answer real quality and freshness challenges our customers face throughout the fresh produce supply chain.”
AgroFresh commercialised the SmartFresh Quality System products based on 1-MCP, beginning in 2003 with application for apples. In the last 20 years, it has been expanded for use in multiple crops and new applications in field, storage and transit.
“The SmartFresh Quality System has really transformed the way we think about our post-harvest process and how we make decisions on storage and marketing of our fruit,” Moelich added. “Going forward, I cannot really imagine how we would handle a process without this collaboration with AgroFresh.”
Social media drive for Flash Gala
South African exporters of Flash Gala have reported on a successful 2024 campaign in the East, Middle East and Africa.
by Fred Meintjes
Flash Gala exporters in South Africa launched an extensive integrated campaign in the Far East and the Middle East in early 2024 to promote consumer awareness of the fruit.
“It is the third year of exporting Flash Gala to China and India, and the volumes are increasing every year,” said Conrad Fick, marketing director at Tru-Cape Fruit Marketing. “With the current campaign, we aim to reach consumers on a much larger scale than last year. To date, we have reached approximately 20 per cent more consumers than at the same time last year.”
Tru-Cape Marketing is one of the leading exporters of apples to the Far East and Southeast Asia.
“The idea is to promote Flash Gala as a stand-alone brand in international markets like China, India, Saudi Arabia, Malaysia, the United Arab Emirates, and South Africa,” he explained. “Flash Gala apples from the current season have been on the shelves in these countries for weeks. By all accounts Flash Gala, with its attractive,
“As a Royal Gala clone, the variety perfectly fits consumers’ taste profiles in the East and South Africa”
bright red appearance, has been received very well in these markets, and is fast becoming a top-seller.”
The campaign relied heavily on social media channels such as YouTube, TikTok, Instagram, Weibo, WeChat, and Douyin. Leading social media influencers helped spread the word about the variety.
Several videos were also shared on the brand’s social media
who had special displays in their stores, exhibited Flash Gala apples, and offered tastings to consumers.
Flash Gala is an improved Gala mutation, discovered by Tru-Cape’s new variety expert Buks Nel in 2011.
Since 2015, when it received plant breeder’s rights, plantings have totalled over 1m trees. The Flash Gala brand is a registered trademark for fruit that meets the colour
platforms to increase reach and engagement, generate sales through a quality narrative, and establish brand recognition locally and internationally, according to Fick.
“In China, we’re using kawaii to connect with consumers, while we focus more on sports – especially cricket – and recipes in India as a way of brand communication. We’ve developed the campaign around lifestyle advantages for the UAE,” he explained.
The campaigns, which kicked off at the end of February in China, ran for several weeks during the Flash Gala season in those countries.
The campaign was supported by certain retailers and wholesalers,
specification from the Bigbucks tree.
“As a Royal Gala clone, the variety perfectly fits consumers’ taste profiles in the East and South Africa,” noted Fick, who pointed out that the sales tempo was exceeding expectations and consumers were increasingly returning for more.
“We’re hoping to educate and inform consumers about Flash Gala as a superior Gala mutation and believe the attractiveness and eating experience lives up to the expectations.”
ABOVE—Flash Gala has been well received in international markets, according to Tru-Cape
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Bigbucks secures Aussie breakthrough
Variety is granted plant breeders’ rights, representing a major step forward for the South African Gala mutation.
by Fred Meintjes
Bigbucks, the wine-red Gala apple mutation discovered in South Africa, is entering a new chapter in its commercialisation after being granted plant breeders’ rights in Australia.
The variety was discovered by legendary South African apple expert Buks Nel in an orchard of Corder Galas in 2011. Since then, about 2.5m trees have been planted in South Africa, and the apple has received interest from growers across the world.
“Nurserymen were saying it stands above what they have in Australia. It is now over to them to promote it”
Anthony Rawbone-Viljoen, on whose estate in the Elgin district the mutation was discovered, described Bigbucks as “the improved Gala with the best colour potential”.
Together with Derek Corder, the founder of Corder Gala, RawboneViljoen and Buks Nel formed Pink Vein, a company aimed at promoting Bigbucks and the Flash Gala brand, used for Bigbucks apples that adhere to strict quality specifications.
The brand has been registered in apple-consuming countries
around the world. It is now one of the fastest growing apple varieties in South Africa and has done extremely well in Asian markets.
“From our perspective, it is interesting that Australia is a market for domestically produced fruit, and the industry never fully focused on exports, so it is not a competitor to South African producers, making it a win-win situation,” Rawbone-Viljoen said.
After much deliberation, the South African owners crossed paths with Brendon Francis of Fruit Varieties International in Tasmania, and the long process of achieving plant breeders’ rights started. “Firstly, they had to get the plant material, plant it, and only then could authorities evaluate the fruit. The whole process took around five years,” explained Rawbone-Viljoen.
After a rigorous process of growing plant material and testing for viruses, Francis planted trees on different sites around Australia.
“Nurserymen were saying it stands head and shoulders above what they have in Australia. It is now over to them to promote the variety,” said Rawbone-Viljoen, who believes Bigbucks will eventually be produced commercially in New South Wales, Western Australia, Tasmania, and Southern Australia. “Bigbucks can colour better than any other Gala, so it is just a question of them making the variety known to local growers through the nursery industry.”
Eventually, certain nurseries will be granted planting licenses, which will be conditional upon meeting certain quality parameters.
Bigbucks is known to offer first-grade pack-outs of around 80 per cent per bin. Some of the oldest orchards in South Africa are now about eight years old, and since full-bearing age, the best orchard has yielded over 150 tonnes per hectare, proving its potential as a winning option for growers.
“It is absolutely extraordinary and changes the paradigm of the variety compared to other planting options,” Rawbone-Viljoen added.
TOP—Buks Nel, who discovered the variety back in 2011 ABOVE—Bigbucks is one of the fastest growing apple varieties in South Africa and has done well in Asia
Sanifrutta bets on new club apple variety
Lilibet, an early bicoloured variety developed by Italian group CIV, is described as easy to grow, excellent in terms of shelf-life, and great to eat.
by Mike Knowles
Italian company Sanifrutta says it sees excellent commercial opportunities for Lilibet, a newly unveiled apple variety for which it holds an exclusive, countrywide licence.
The Piedmont-based supplier recently signed an agreement with breeding and IP group Consorzio Italiano Vivaisti (CIV) to launch a protected marketing programme for the brand in Italy.
Known during its early development as CIVM35, the
variety is a bicoloured, early-season apple which ripens five days before the widely grown variety Gala.
According to Sanifrutta CEO Eraldo Barale, the fruit’s bright red colouring and its sweet, crunchy and juicy pulp are set to make it popular with consumers, while retailers will appreciate its “excellent” shelf-life and storage potential.
“This variety performs very well from a taste point of view and is particularly attractive, with a great
advantage that it enters the apple market earlier,” he comments.
Alex Tallone, the company’s technical manager, believes Lilibet’s resistance to scab and overall production performance makes it a “perfect choice” for growers looking for a more resilient, sustainable option that is easy to grow.
“The challenges for apple growers right now are to do with environmental and weather conditions linked to climate change,” he explains. “Lilibet has several characteristics that make it suitable for these agricultural challenges.”
He adds: “Piedmont is ideal for these apples because it brings out their bright red overcolour.”
TANGIBLE INNOVATION
CIV sales director Federico Stanzani says he welcomes the chance to take the project forward.
“The partnership with Sanifrutta was born from the idea of developing a project capable of bringing tangible innovation to the apple sector. Lilibet immediately proved to be the right apple for this purpose and allowed us to do something far-reaching in the Italian panorama, thanks to the skills of CIV, its members and Sanifrutta.”
“We are happy,” he concludes, “to be able to share the beginning of this partnership and of a relationship with strong synergy, which will allow both companies to reach exciting goals over the next few years.”
ABOVE—Pictured (l-r): Eraldo Barale, Federico Stanzani, and Sanifrutta agronomist Alberto Boschero LEFT—Lilibet can be harvested earlier than Gala
Taste key to boosting Conference pear consumption
Greater focus needed on taste and enjoyment to arrest declining consumption of Conference pears in Europe, says Marc Evrard, commercial director of Belgian Fruit Valley, with lessons to be learnt from Asia.
by Tom Joyce
How’s the new Conference pear crop looking in Belgium? Have weather conditions been a challenge so far this year?
Marc Evrard: Every season has its challenges. Obviously, this season is no different. It’s still one and a half months before we commence with our Conference pear harvest. There will be some Corina a few weeks earlier, but the main crop is Conference, and we predict harvesting to start around 20 August.
We have had some challenges, but we’ve had multifarious challenges over the past years, or the past decade even, so it’s difficult to predict what else may happen in the next couple of months.
We had a humid springtime, as well as abundant rainfall, which means that groundwater is up to the right level again, so there is ample water for the trees. This is excellent news for pears, although less good for cherries, which absorb all the water and can split and burst as a result.
What about the issue of heat?
Parts of Europe are getting quite accustomed to a yearly heat wave…
ME: We actually could have done with a little more sunshine this year, but it also hasn’t been too hot. Finding the right balance is not so easy. We had some early hailstorms which affected a part of our production area. Fortunately this came quite early in the growing season, so we won’t see much of an effect later on.
We had quite a lot of fruit drop, so fewer pears to harvest. But the pears on the trees look good, so we expect a slightly smaller crop compared with last year’s bumper
crop, but the quality is more important and looks good.
How this will be translated into volumes per hectare, we won’t know yet. If we have a lot of sunshine that would be great. But there’s still six weeks to go. If we are hit by another hailstorm or a heat wave it may change the situation, but things are looking good.
What are your expectations in terms of volumes?
ME: There will be a smaller crop from Belgium, as from The Netherlands. At Interpera, the figures for pears suggest a drop in volume of around 30 per cent. We think we will see a decline of around 20-25 per cent once the pears on the trees grow bigger and gain weight.
The important thing is we are still well positioned as a growing region in Belgium compared with other pear producing countries worldwide. We may have a toolbox of plant protection products that gets emptier each year, but we can rely a lot on the professionalism of our growers.
Is the issue of climate change becoming a bigger factor for pear growers?
ME: The weather always plays an important role. But all the
climatic challenges we are facing are also being seen in other regions. And things like droughts, floods and frost seem to be worse elsewhere.
In Belgium, we are still producing an average of 40 tonnes per hectare. That is double the yield of Portugal, for example. We have around 10,000ha of production, so the volume stands at around 400,000 tonnes. Last year we had a big crop of 460,000 tonnes.
In Portugal, growers experienced a shortage of chilling hours in the wintertime, which resulted in a lower yield. It looks like some of these challenges may here to stay. It is the same in Italy, with volumes being much lower than a few years ago.
We also noticed that because of climate-related conditions, there is more pressure from diseases, including fireblight in
Portugal, and stinkbug in Italy. In Spain, production has also been scaled back, especially in Lerida and Rioja. So Belgium will remain the main Conference growing region in Europe going forward.
How has the market been in Europe?
ME: What we’ve seen in the last 18 months has been very favourable in terms of returns for growers, at least until the last month or so. But we mustn’t rest on our laurels. A lot of effort is needed still. One
“We plan to expand our marketing activities, not just focusing on the health aspects of pears but also the taste”
season of good prices doesn’t mean it’s going to stay like that. We have been developing new marketing strategies and working on new markets, and this doesn’t happen overnight. No markets stay available by themselves, so the focus on quality and taste remains as important as ever.
Careful analysis shows the decline in consumption is not because people don’t like eating pears anymore. They remain popular and are liked by young people as well as old. But in the last two seasons, the price has been relatively high, especially for Conference pears. At moments like this, consumers have a wide range of produce to choose from. If they can see nectarines in the summer at a much more attractive price than pears, then they will go for that.
OPPOSITE & ABOVE—Marc Evrard of Belgian Fruit Valley in the cooperative’s Conference pear orchards
Production is one thing, but the drop in pear consumption in Europe is another. If production drops by 10 per cent, the grower may see it as an opportunity for better prices, but If consumption drops by 20 per cent, then you have a problem of overproduction.
However, in the years before this better price situation, growers were really struggling to break even. But in this challenging economic situation for consumers, a price hike of €0.60 a kilo can be intimidating for consumers. So we are aiming to boost consumption a little by emphasising even more the quality of the fruit, focusing on the taste when growing the fruit with enough sugars, and not artificially extending the seasons, but respecting the seasonality of the fruit.
We plan to expand our marketing activities, not just »
BELGIUM
focusing on the health aspects of pears but also the taste. We eat fruit because it’s healthy but equally because it’s nice to eat. Pears can be consumed in a variety of different ways, as a fresh fruit, but also in salads, desserts and pies, so we want to highlight this.
What about your markets outside Europe? Are you planning any campaigns?
ME: We are keeping up our marketing activities in our overseas markets, in Asia as well as in Latin America. In Asia, we are targeting all the main markets, and some new ones. China of course is a very big country. It has a big population and it is very well organised. Chinese consumers luckily buy on taste, and that’s a big part of our marketing. We still need to reach a lot more consumers. China remains a competitive market. You have new varieties of produce coming in all the time, be that pecans, durians or kiwifruit. There may be great demand for
Evrard is encouraged by the enthusiasm for fruit he sees in East Asia
on fruit in the street. That is a very interesting situation for fruit marketers like ourselves, and is encouraging to see. We want to support this mentality and this lifestyle.
It has a lot to do with education. At kindergarten, we have to get kids eating fruit for enjoyment. It’s no good if the person taking care of the children says, “If you eat this portion of fruit, kids, then you can have a tasty chocolate bar!” That’s already giving them the wrong message.
Bel’Export braced for turbulence
Tony Derwael of Belgian exporter Bel’Export says the closing topfruit campaign is likely to finish in a turbulent fashion this year, in much the same way as he expects the new one to begin. “Since last April, sales of Conference pears have been a bit stuck, in part because of all the holidays,” he says. “Meanwhile, because of the lower volumes forecast in Europe, overseas pears entered and disturbed the market further.”
cherries around New Year, and then a couple of weeks later it’s all about lychees.
We are definitely interested in Vietnam and Thailand and also less affluent countries like Cambodia. There are also non-tariff trade barriers that restrict access. We are working on access to these markets, and simultaneously following up with marketing and commercial activities. We will have market access to the Thai market, but we have to ensure getting produce there is done in a workable way in terms of protocols and procedures. There’s no point working out access that is completely unworkable.
Are we able to learn from Asia in terms of how we boost consumption in Europe?
ME: The good thing about consumers in East Asia and also Latin America is they are very into their fresh produce, and fresh fruit in particular. They are likely to eat fresh fruit before or after a meal, and commonly snack
This April, Belgian growers faced poor weather conditions, and during the crucial flowering period too.
“This affected the pollination and caused some disease,” says Derwael. “We expect a decline in the new pear crop of 50 per cent, and the same for apples. Meanwhile, in the rest of Europe, growers enjoyed a good flowering period, giving a normal crop. Only countries in eastern Europe like Poland and Czechia suffered from the weather, including frost damage that reduced volumes by around 50 per cent.”
According to Derwael, the smaller pear crop in Belgium and the smaller apple crop in Poland could have a significant effect this campaign. “Belgium is an important exporter of pears and Poland is the biggest apple exporter, so this will have an impact on the market,” he says. “We are still lucky that the remaining fruit will be of high quality and big sizes.”
However, Derwael says all eyes will be on the weather conditions for the next few weeks. “There was a lot of hail recently that destroyed whole fruit and vegetable crops all over the country,” he says. “So we fear the weather gods are not on our side this year. Let’s hope this will change.”
LEFT—
Catalonia braced for big drop in pear production
Growers say they will prioritise the national market this season due to the shorter crop.
by Maura Maxwell
Catalonia is braced for a 33 per cent fall in pear production in 2024/25, with the crop expected to weigh in at 80,426 tonnes. The figures,
Blanquilla, which is up 20 per cent on last season.
“This productive decline is largely due to the trees suffering from the drought of spring 2023 and the heat of last summer and this winter. Water stress in pear trees at certain times, and especially in the season
presented by Afrucat, the Fruit Business Association of Catalonia, and the DACC, Department of Climate Action, Food and Rural Agenda, show a general decline across all varieties except for
before harvest, triggers problems in floral induction the following year. This has resulted in a general decrease in flowering and poor fruit set that has caused an abundant physiological drop,” Afrucat said.
By variety, Conference (the main pear grown in the region) has suffered the most from these adverse
weather effects, with an estimated fall of almost 45 per cent, giving a harvest volume of 33,693 tonnes compared to 61,108 tonnes last year.
According to Joan Serentill, president of the Afrucat seed group, “it is a year to reconquer and recover the national market. Pears with good sizes and good quality are expected and the Spanish market is the one that values these large, sweet pears the most. Our export profile will undoubtedly suffer and, as the main destination, Italy in particular will notice this lack of shipments”.
Serentill added that this drop in production is bad news when it comes to stimulating consumption of pears and fruit in general, which has been declining for years. “Pear consumers are ge ing older and our challenge is to reach younger consumers and make the pear a trending product in their mind. We must get young people to fall in love with our pear,” he said.
Manel Simon, general director of Afrucat, commented: “We believe that this should be a benign campaign for producers. We predict that this decline will not only occur in Catalonia and that there will be a general lack of some pear varieties in the market, which should allow fruit growers to defend the price of their production”.
ABOVE LEFT—The figures show a general decline across almost all varieties
SPAIN
Pear forecast revealed at Interpera
Volumes in Belgium, the Netherlands and Spain are expected to fall this season following unstable weather conditions.
by Carl Collen
Interpera, the international pear congress, was held this year in Portugal on 26-27 June, revealing the first figures and trends of the 2024 European pear harvest.
According to organisers ANP and Areflh, this year’s event saw the largest number of Interpera participants in the last ten years. Around 200 producers, researchers, national and international companies from the sector gathered in the Oeste region of Portugal, described as the cradle of Rocha pear production, to discuss the challenges and opportunities facing the industry.
In studying the forecast for 2024, it was emphasised that there had been “a clear setback” in Europe with production down due to unstable weather conditions.
Belgium is predicting a drop of nearly 30 per cent, from 345,000 tonnes last year to 241,000 tonnes.
Spain’s total volumes are set to fall 25 per cent due to the effects of the water stress suffered by trees
It was emphasised that there had been “a clear setback” in Europe with production down due to unstable weather
during the last campaign, down to 141,000 tonnes from 164,000 tonnes.
In the Netherlands, production is expected to be down on 2023’s 358,000 tonnes, although no firm estimate was available.
There is recovery in production for Portugal, France and Italy, but they too are not reaching their full potential, delegates heard.
Italy is set for growth, up from 184,000 tonnes of pears last year, with France’s volumes predicted to rise from 104,000 tonnes to 133,000 tonnes. Portugal is forecasting a rise of 16,000 tonnes, up to 123,000 for 2024.
Portugal’s minister for agriculture and fisheries, José
Manuel Fernandes, closed the event by calling on all professionals to work together to meet the challenges facing the sector, and emphasised the need to promote and defend the Rocha pear.
“After a difficult campaign in 2023, mainly due to climate change which has affected the European productions, it is essential to invest in research to combat pests, cope with extreme weather and improve the commercial organisation of the sector,” Fernandes noted.
Over the course of the two days, the other challenges and opportunities impacting the sector were discussed, including European regulations, water use, soil health, marketing, the orchard of the future, and diseases and pests.
ABOVE—Unfavourable weather conditions have affected much of Europe’s pear production
LEFT—Interpera delegates gathered in Portugal
PHOTO—Helder Coelho
The big apple
Cosmic Crisp has rocketed into the top ten bestselling apples in the US. Now it appears poised to play a starring role in Europe too.
IABOVE—Samples of Cosmic Crisp are handed out to visitors at the Macfrut trade fair, which took place in Rimini during the second week of May
n a galaxy of very big and established apple brand names, newcomer Cosmic Crisp certainly shines bright. Growers in the US state of Washington have already planted millions of trees to fast-track production of the variety, as they seek to secure future commercial success and move away from their traditional flagship variety Red Delicious.
In Europe too, the Cosmic Crisp machine is already up and running.
Italian companies Vog and Vip share the exclusive licence to produce and sell the fruit there. And as this larger-than-life promotional stand at Macfrut in Rimini shows, they are determined to make a big impression on everyone involved, from growers to buyers to shoppers.
Supermarkets seem keen to buy into a product that offers so much in terms of consumer experience and, as a consequence, repeat purchases and sales growth. In the UK, the apple is not just sold but visible as a brand in Waitrose, M&S, and Morrisons, as well as online via Ocado. And on the continent too, the brand’s visibility has grown considerably in just a short space of time.
Home of apples
The Origin of our apples, Expertise that has ripened over years of working together, a focus on Sustainability: this is where our wide variety of Products and Brands comes from. These are the building blocks of our company, where the best apples can always be found.