The situation on the pepper market has improved over the past week and this is also noticeable for sweet pointed peppers. Last week, there was a peak in production; "because of the weather, the ripening process took place quicker and production volumes have clearly stabilised," says Marja Vijverberg, of Sweetpoint.
It has been a peculiar spring for peppers; production started early, there were considerable supply volumes and Spain's season was extended. Now the situation is improving, also for sweet pointed peppers. "We have had a huge supply, but luckily there was a stable market," says Marja Vijverberg, of Sweetpoint. "Production has now been brought under control, back to normal figures for the Dutch season. The summer season should become more manageable, especially if the weather is good, with plenty of barbecues and grills, as pointed peppers are particularly suitable for this."
Spanish competition
Also noticeable in the sweet pointed pepper market is that Spain is having a long season this year. "You can see it in the market. Some parties do not opt for quality and that can become a problem for us." In this situation, Sweetpoint's focus on quality is really necessary, notes Vijverberg. Growers work, for example, with the Ramiro variety. "It is fortunate that we will keep the exclusive over the Ramiro for years, as it provides added value. Other varieties have different quality standards." The distinction is becoming increasingly important, says Vijverberg. "The fact that countries with lower production costs have longer seasons is a sign for the entire sector to be aware that you cannot compete in terms of prices, so you need to come into the market with a different product and a different strategy. Dutch produce must offer added value and this can be achieved through exclusive varieties renowned for their taste, shelf life and quality."
In addition to product differentiation, Sweetpoint's current focus is on increasing its market share, which is partly achieved through promotions and the introduction of new packaging formats. "Through tastings, consumers learn to appreciate the flavour of pointed peppers, because it is sometimes thought that they are very spicy." By entering new markets and increasing our market share, we do not pursue to eat from the same cake as other suppliers, but to enlarge it."
For more information:
SweetPoint
Vijverberglaan 2 B
2675 LC Honselersdijk, The Netherlands
Phone: 0174 – 671300
Fax: 0174 – 671301
E-mail: info@sweetpoint.nl
www.sweetpoint.nl
For sales information:
The Greenery
www.thegreenery.com