Spain: Stone fruit campaign with low sales and small calibres

Bad weather is having a negative impact on the start of the stone fruit campaign, which is being slow, both in terms of sales and production volumes, and with smaller calibres being harvested. "Our export markets, Russia, Ukraine and Lithuania, demand larger calibres than the ones we currently have, which makes sales difficult," explains Julio César Montaner, Manager of Bela Natura Fruits.

Although the fruit at the moment comes from Murcia, Julio César affirms that he prefers Valencian providers, "because not only are they closer to us geographically, but we also find more Murcian fruit with better possibilities for purchase than in Murcia itself!"

Based in Valencia, Bela Natura Fruits is devoted to the sale of stone fruit, citrus, kakis and vegetables, and in September it will introduce its own citrus production for the first time into the market. "Last season we already conducted tests with our SUN BELA brand, which returned positive results. We now expect to start the campaign with our own citrus this September thanks to our new packing and processing plant. This way, we will achieve a greater control over the production chain, thereby reducing costs."

This young Valencian firm, founded only three years ago, started exporting to the Russian market because of the opportunities it offered, although with the goal of expanding to other markets, they entered Ukraine, Lithuania and Romania, countries which, according to Julio César, can be relied on. "It seems other traders avoid those markets due to the risk of not receiving their payments, but in my experience, I can say that thanks to our good work, and perhaps a bit of luck, we have found good and fully reliable commercial partners."

Additionally, "Eastern European countries are not as demanding in terms of certifications, although they do seek premium quality," he clarifies.
As for sales channels, the trend in Russia is moving towards supermarkets and the retail sector in general, abandoning wholesalers as an intermediary. "We must consequently adapt to the markets' demands and start working with closed programmes to prevent issues of lack of fruit availability. This should help us gain solid commercial relationships."

The greatest competitors for Bela Natura Fruits in the stone fruit market are Greece and Italy, as due to their location, they have better logistic connections with Eastern Europe. "Additionally, Italy also purchases Spanish fruit because of its recognised quality. We have the quality and Italians the product presentation in terms of image and design, which is something we can learn from them."

Eager to grow and continue diversifying, the next step for Bela Natura Fruits is to enter the Dutch and German markets.

For more information:
Julio César Montaner
Bela Natura Fruits
T: +34 963 518 523
M: +34 644232438
info@belanaturafruits.com
www.belanaturafruits.com