While Huelva's 2012/2013 strawberry campaign was one of the hardest in recent memory due to a number of factors, mainly the effects of the weather, demand levels, and prices, the current season has brought much more positive results so far.
"The campaign is marked by a normality we did not have last year," says Manuel Jesús Oliva, president of Fresón de Palos, the largest strawberry producer and marketer in the Spanish market. "So far this year, the weather has been favourable, and both the fruit's quality and production volumes are better than last season. We still expect consumption and prices to improve, as they are currently at lower levels than usual."
Increasing supply of strawberries in the EU from various origins
Depending on the period of time under analysis, we could confirm, or deny, that European consumption levels have been affected or are being affected," explains Manuel Jesús.
"In any case, rather than consumption levels dropping, what appears to be happening is that the market becomes saturated at specific times when the productions from various origins, which have grown steadily, clash with one another."
While Spanish strawberries arrive to the European markets, the produce from other countries like Israel, Morocco or Egypt is also introduced, and furthermore, the Netherlands and Belgium have also increased their productivity during the off-season.
Regarding some statements from Dutch and Belgian importers saying that the quality of Spanish strawberries has not been ideal and that the sector should look for varieties with better organoleptic qualities, Manuel Jesús responded that "talking about Spanish, Dutch or Belgian strawberries as a whole is nothing but a generalisation and provides no objective or reliable information. Spanish producers constantly strive to obtain the best quality, without which it would be hard to have become one of the world's leading suppliers for the most demanding markets."
Fresón de Palos continues leading the domestic market
From Fresón de Palos' perspective, it could be said that the Spanish market, after years of having the capacity to absorb the growing supply, has stabilised, forcing producers to seek new destinations, some never previously explored, to ship their increasing volumes of fruit.
Even though 80% of the sector's production is exported, "Fresón de Palos still focuses strongly on the domestic market," says Manuel Jesús. Spain is still the main destination for its fruit, followed by other large European markets, like Germany, France, Italy, the UK, Portugal, and to a lower extent, Eastern Europe and Russia.
"Quality and innovation are a constant for Fresón de Palos; two elements defining a brand which manages to project the cooperative's leading position as a producer. Fresón de Palos is the number one brand in Spanish retailers and also the favourite and most popular amongst consumers," he comments.
"The main challenge will be to tackle the stabilisation and standardisation process of a market which has grown non-stop for over three decades. Our commitment to quality, innovation and diversification could be the key, depending on each producer's position and the geographical area one wishes to operate in."
Fresón de Palos, also committed to responsible agriculture, is about to launch a new line called Fresón Sostenible (Sustainable Strawberry), for fruit certified by Zerya to have been grown producing 'zero waste'.
"Our medium term goal is to consolidate our current position in the market, regardless of the strategies and initiatives we have to implement to reach our goals," concludes Manuel Jesús.
For more information:
Fresón de Palos -
S.Cooperativa Andaluza Santa María de la Rábida
T: +34 959 65 60 20
jzaforasd@fresondepalos.es
informacion@fresondepalos.es
www.fresondepalos.es