In Belgium, importer W. Jonckheere is the exclusive importer of Florida Grapefruit of the India River Dolphin brand. According to Cédric Geens, it's a difficult product to acquire. "That is, for many other importers. We've have had good relations with our supplier from Florida for years, and are regular clients. They always provide us with good volumes."
Left, Cédric Geens, and right Stefan Andriani of W. Jonckheere
Less to Europe
He notes that the grapefruit volumes from Florida are decreasing year after year. "Growers there are still coping with citrus canker. The part that is harvested, is largely destined for buyers from the US, and Europomes in second place. In addition, the European quality requirements are getting stricter by the year, so it's more difficult to import here. This also means that the volumes we do offer, are of perfect quality."
High prices
Cédric says that the price of Florida grapefruit is at a high level. "On the one hand, that has to do with the shortage of fruit, but on the other hand the high dollar compared to the Euro is also an important factor. The purchase price for a box of 15 kilos is 16.50 Euro at the moment."
Quality more important for consumer
W. Jonckheere offers three varieties of grapefruit: white, pink and red. In taste and packaging, a distinction can be noted: the pink ones are the sweetest, and packaged in a white box. Red grapefruit has a moderate flavour, and is packaged in a red box. The white ones are the most bitter, and are available in a green box. He indicates that many Belgian buyers prefer grapefruit from Florida. "Flavour is valued highly here. Also, quality becomes increasingly important. The evolution toward a smaller middle class is noticeable in times of crisis. Consumers either choose a top-notch product of perfect quality at a good price, or lower quality at a low price. The products 'in between' are becoming increasingly less popular."
For more information:
Stefan Andriani
Cedric Geens
W. Jonckheere SPRL
Werkhuizenkaai 112
1000 Brussels
Tel: +32 - 22426103
Fax: +32 - 22451079