Queensland pineapple growers are experiencing ‘strong levels of supply, but quite low levels of demand,’ according to Tropical Pineapples’ Sales and Marketing Director, Joe Craggs. “This time last year we had stronger volumes in May, but they tapered off in June. This year we’ve had strong volumes all the way through, but demand is down by 10-20%” The gold pineapples that are available now are excellent eating quality, with good sugars and low acidity, according to him. “Many people still don’t realize that gold pineapples are superb eating quality all through winter. In particular the 73-50, was developed as Australia’s winter sweet pineapple which is marketed under a few different gold brands, and has no crown.”
The derivative of the Hawaiian Gold variety Mr Craggs refers to actually
does better during the winter months, he says, and performs well in terms of size, eating quality and durability. “It’s as good right now as at any other time of year,” he adds. As well as tackling lower demand, Tropical Pineapples have also been marketing a line of cyclone impacted fruit damaged by Tropical Cyclone Marcia. Pineapples that may not look perfect externally, but are perfect on the inside are also being labeled to educate consumers, and encourage support for the industry. “There’s been a fair bit of tactical price promotion going on to stimulate demand and we’ve labeled about 15-20% of the tarnished fruit,” says Mr Craggs. “There’s been generous support through many independent retailers, as well as Coles, Harris Farm Markets and Aussie Farmers Direct.”
does better during the winter months, he says, and performs well in terms of size, eating quality and durability. “It’s as good right now as at any other time of year,” he adds. As well as tackling lower demand, Tropical Pineapples have also been marketing a line of cyclone impacted fruit damaged by Tropical Cyclone Marcia. Pineapples that may not look perfect externally, but are perfect on the inside are also being labeled to educate consumers, and encourage support for the industry. “There’s been a fair bit of tactical price promotion going on to stimulate demand and we’ve labeled about 15-20% of the tarnished fruit,” says Mr Craggs. “There’s been generous support through many independent retailers, as well as Coles, Harris Farm Markets and Aussie Farmers Direct.”There’s been a concerted effort to market the right variety of pineapple too, because consumers still have the option of choosing a traditional smooth pineapple sold with its crown still on, which will not taste as sweet during the winter months. “That makes for a poor eating experience,” he says. “It’s sufficient to be doing damage to the industry because people won’t buy pineapples again for another six months.” That will change when consumers become more familiar with the winter variety and choose accordingly, according to him, as Consistent availability will increase consumer confidence.
For more information
Joe Craggs, Sales and Marketing Director
Tropical Pineapples
Phone: 0409 395749
E-mail: joe@tropicalpines.com.au
Website: www.kingoffruit.com.au