Coldstore where products are stored for a check and to get transported. This is the first load to China from Groupe Rouquette.
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“The firm works with a network of local producers, who bring us their products, which we pack and distribute both in France and in the export market. Exports currently represent about 10%, which we are naturally trying to increase,” explains Céline Mura. "The group also recently launched their new branded bushel along with participating in this years' addition of Fruit Attraction and Fruit Logistica to help push export sales."
The company’s export markets are mainly in Europe, although it also ships to Dubai and the UAE and it has recently started exporting Gala, Red Chief and Fuji apples to China. Céline affirms that, “we worked for a year on the agreement and we plan to start shipping kiwis also soon.”
Bruno Rouquette states that, “for me, there are no big or small markets, but good and bad markets, and I believe China is big, but also difficult. What matters most is the final price in contrast with the production cost. Luckily, shipping to China is cheaper than to Saudi Arabia.”
Bruno Rouquette owner of the new packhouse in Damazan.
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Different varieties are shipped to different countries depending on their preferences, although Bruno says that “the preference for fruits with a good appearance has become a big problem, as looks don’t necessarily come hand in hand with the best flavour. Spain is probably the only country where taste still is what matters most.”
Regarding competition with other European producers, Bruno states that different countries focus on different characteristics to target specific consumers. “A customer in Madrid told me that Polish apples are sought for their price, Italian ones for their appearance, but that French apples have the best taste.”
In any case, Poland has a very large production, as well as the right grading equipment, while France is losing productivity and competitiveness, which indicates that only the best growers are managing to survive.
Bruno believes that this trend will continue, and that “only special club varieties, namely those that Poland cannot produce, will prevail, and that France will continue losing market share in the countries where price is the most important aspect.”
Labeling of Chantecler.
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Regarding these club varieties, Bruno explains that the best one is undoubtedly the Pink Lady, although its commercial sale in France is controlled by very few companies. “The Pink Lady is very profitable, but also really regulated; we may, however, soon reach an agreement to be able to pack it.”
When it comes to the impact of the Russian ban on the apple market and the Polish oversupply, Bruno believes that markets like Scandinavia and the UK may be affected by low prices, but Polish apples are not shipped outside the continent, so destinations like Asia will likely remain unaffected. “Competition will be fiercer in the low prices market.”
As for kiwis, Groupe Rouquette is one of France’s largest exporters and at the moment both Spain and the Netherlands prefer French kiwis over the Italian produce, “which is not down to the climate, but to the methods used in their cultivation,” assures Bruno. They are also exported to markets like Germany, Switzerland and Asia.
Kiwis are profitable, with a season’s production reaching 25 tonnes at prices of around 0.85 Euro per kilo. “The only great problem is the planting, which is very expensive, but once that investment has been made, the running costs are next to nothing, because no treatments are necessary,” affirms Bruno.
The company keeps a very close relationship with the growers, providing them with support and advice; Bruno states that “All the growers are faithful. We also have no problems in terms of productivity or competitiveness in the local market.”
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For more information:
Bruno Rouquette
Tel: +33671381656
rouquette3@wanadoo.fr
Céline Mura
Tel: +33563651478
celine@grouperouquette.fr
www.grouperouquette.fr