Less Florida grapefruit coming to Europe

Less grapefruit is coming to Eurpoe from Florida. The Euro/dollar exchange rate is not the only reason for this. Citrus greening is also causing the decline in volume. However, Michael D. Schadler from the Florida Department of Citrus is optimistic, Florida grapefruit has always had, and still has, a top position in Europe."

The Florida grapefruit season is almost over. Michael D. Schadler, the International Marketing Director from the Florida Department of Citrus (FDOC), has announced that the weather during the growing season has been favorable with adequate rainfall in the summer and fall and stable temperatures in the winter. However, the harvest volume is 10% lower this season than last year due to citrus greening. "This disease remains a challenge for growers in Florida, but the industry and the government are doing everything they can to find a solution," says Michael. "Despite the smaller harvest the quality of the fruit has been very good with a relatively high brix level."

European import falls

Sales to Europe is a challenge. This is mainly due to the exchange rate, "The value of the dollar has sharply risen against the Euro, and during the winter we had to deal with unexpected currency fluctuations," explains Michael. "It is difficult for the European importers. Importing Florida grapefruit has become more expensive for them." Michael says that sales to Europe have fallen approximately 10%. This is equivalent to the decrease in production. Moreover, the production costs for the growers has risen in connection with the fight against citrus greening. The combination of higher costs with a smaller harvest and the exchange rate has lead to an increase in price.

French eat the most grapefruit

France is the biggest market in Europe. Approximately 50% of all the grapefruit that is sent to Europe is consumed by the French. Other important markets include the Netherlands, Belgium and the United Kingdom. Poland, Sweden, Denmark and Switzerland are also interesting markets for Florida grapefruit. Europe remains a stable market for Florida grapefruit. The marketing director of the FDOC remarked that citrus exporters have a good relationship with European trade markets. "European consumers, especially those from France and the Benelux countries, recognize the quality of the Florida grapefruit. Demand remains strong despite some setbacks in the French economy and in the production of Florida grapefruit." According to Michael, the decline in consumption can be mainly attributed to the smaller harvest in Florida. Once a solution has been found to fight citrus greening Michael is optimistic about increased consumption in Western Europe. He also expects emerging markets in Eastern Europe to expand.

Maintaining top position

During the period from November to April Florida was the number one grapefruit supplier for Europe. There is some competition from Israel, Turkey, Mexico and Spain, but this is not threatening, says Michael. "There are production restraints in some of these countries. We are quite confident in our position as suppliers of the most premium grapefruit in the world." Therefore FDOC continues to invest in key European markets, including the Netherlands, France, Belgium, Sweden and the United Kingdom. "With smaller production and the increase in prices we want to to bring more attention to the distinctiveness of the Florida grapefruit as the most premium in the market. We want consumers to realize that it is not just grapefruit, but Florida grapefruit. The Florida region is still one of the largest producers in the world and we have confidence in the future, especially once we get a handle on citrus greening."

In the Netherlands Florida grapefruit is promoted in various ways. There is promotional material every place where the grapefruit is sold, including recipes that can be shared. In collaboration with TV-chef Mathijs Vrieze recipes have been created for the Florida grapefruit that are being spread by media. There is also a Florida citrus Dutch Facebook page that is regularly updated.

For more information:
Eline Badoux
Golin
Tel +31 (0)70 312 10 70