In a global market with increasing citrus supply volumes, prices tend to be more and more under pressure each campaign. The current season will be remembered as one of the worst on record, according to most operators. For this reason, companies like Naranjas Torres have to resort to varietal differentiation to gain competitiveness.
Naranjas Torres produces eight million kilos of gourmet varieties per year, which represents around 20% of the total volume. The varieties grown include Powell oranges, characterised by their low acidity and high sugar content, as well as Murcott and Orri mandarins, which have a balanced flavour and a low amount of seeds.
"It is necessary to offer something different. The gourmet varieties have a pleasant and exclusive flavour that makes consumers crave more," comments Fernando González, deputy purchasing director of the company. "These fruits stand out for their organoleptic qualities and easy peeling, which makes their consumption easier and more satisfactory."
"The advantage of gourmet varieties is that they are relatively new, and because of their royalties, their production is limited. This prevents oversupply, as it has happened with the Naveline and Navel Late," explains Fernando González. "As long as their production volumes are not excessive, their price will determine whether or not they continue being considered as gourmet."
Gourmet trends come and go
Several factors, such as the fruit calibres, usually remain unchanged; however, the "production game", as the deputy purchasing director calls it, periodically drives specific products in and out of the gourmet category. "For example, Navel Late oranges are no longer considered gourmet products," states Fernando González.
The next citrus revolution
Naranjas Torres is currently working on the cultivation of its new M7 variety. Imported from Australia and part of the Protected Plant Varieties list, the M7 is a modified early Naveline with a harvesting season starting around three weeks earlier. It has a very firm flesh and a characteristic sweet flavour, with a lower acidity than Navelines. "The idea is to introduce it in the market in two years and it is expected to become quite popular, due to its unique characteristics," assures Fernando.
"With a significant acreage of young trees, our goal is to continue increasing the production volumes of our gourmet varieties in the coming years," he concludes.
Torres Hermanos y Sucesores S.A. is a family business based in the town of Almenara, devoted to the harvesting, handling, packing and sale of horticultural products, mainly oranges and mandarins, although also melons, watermelons, pineapples and kakis, among others. Torres combines a long tradition and experience in the market with state-of-the-art facilities and machinery for the reception, preservation, handling and dispatch of fruit.
Contact:
Asun Torres
Torres Hermanos y Sucesores S.A.
T: +34 96 261 00 16
M: +34 670 319 291
torres@naranjastorres.com
www.naranjastorres.com
www.facebook.com/NaranjasTorres
twitter.com/TorresNaranjas