Attention towards soft fruit is increasing at supermarket chains. According to Ben van der Most at Driscoll's, market leaders Albert Heijn and Jumbo have taken the lead in the Netherlands, but supermarkets in Scandinavia - including Iceland and Denmark - are also following suit. "Retail is increasingly aware of the fact that the soft fruit category deserves more attention. We especially notice this increase in strawberries, raspberries, blackberries and blueberries. Products like gooseberries, white currants and blackcurrants are of secondary importance at the moment."
"Together with supermarkets, we are working hard to increase soft fruit consumption. Differentiation on the shelves will lead to repeat purchasing by consumers coming back for the same brand. In addition, three aspects are important for influencing consumer behaviour. The product has to arrive at the supermarket properly (conditioned), appearance has to be such that the customer would love to buy a punnet, and the fruit has to taste good", Ben sums up.
Strawberries
The strawberry market is developing well at the moment. "After a reasonably warm winter, production of greenhouse strawberries started early, after which there was a gap with outdoor cultivation. This led to high prices around week 20, and until today strawberry prices have stayed at a good level. The three-year average of strawberry auction prices is around 2.30/2.50 Euro in July. Now we expect around 3.25-3.50 Euro at auctions, which is higher than anticipated," Ben says. As reasons for the solid market he names a smaller acreage of outdoor cultivation, good weather conditions and few problems as a result of rainfall. In addition, there's a shortage because of a production gap between June-bearers and everbearers in Europe. "Local thunderstorms have only incidentally caused batches with rain damage and botrytis. For the next ten days, weather conditions are good as well, and demand is still high."
Blueberries
"Up until now, Dutch blueberries have seen a reasonable season. Supply from Poland was delayed a week or two, causing prices to remain level. At the moment, plenty of German and Polish blueberries are entering the market. Prices were good, but a decrease has set in. Sales prices are now varying between 6.50 and 7 Euro," Ben relates.
Raspberries
European raspberry production has multiplied the past few years. Better varieties and close cooperation with supermarkets have facilitated this production. According to Ben, the market was under pressure these past weeks, because both outdoor cultivation and produce from the Northern European greenhouses entered the market simultaneously. For the past six weeks, this caused a negative price development, but now the prices have started to recover.
Blackberries
For blackberries, Ben sees a positive future. "This product, in my view, can still see some growth. Price-wise, the blackberry market is looking good. Blackberries are berries with perhaps the strongest flavour sensation. The consumer is increasingly asking for blackberries, and we definitely want to encourage that with our own varieties. Driscoll's can supply its own varieties almost year-round, and these have a sweeter flavour than the traditional varieties on the market."
For more information:
Ben van der Most
Driscoll's
+31 (0)85 0217 203,
+31 (0)61 018 6476
bvandermost@driscolls.eu
www.driscolls.eu