The citrus campaign kicked off two months ago for the company Frutas Pardo, of Xeresa, Valencia, a specialist in clementines and mandarins with leaf. "We are based in a really early production area, ideal for citrus cultivation, so we can start in September with Iwasaki, Okitsu and Satsuma. We are currently working with Clemenules with leaf," stated José Manuel Pardo, manager of José Manuel Pardo S.L. This Valencian firm, founded in 1978, moves a volume of about 23 million kilos per year, which is mostly purchased from growers. Mandarins and clementines with leaf accounting for 75% of its activities.
José Manuel Pardo, in his office.
Citrus fruits with leaf, guarantee of freshness
"We started working with clementines and mandarins with leaf fifteen years ago and we love it. We identify ourselves as specialists in this field. We do two shifts, one in the morning, when we pack only mandarins and clementines with leaf, and another, shorter one, in the afternoon, when we work with fruit without leaf," he explains.
Workers in the middle of the pre-sorting process.
According to José Manuel Pardo, clementines with leaf are not presented like this simply because it makes the fruit look attractive; "it conveys the idea that the product is fresh, that there were no post-harvest treatments and that they reach the hands of the customers within 48 hours. The fruit is sorted the same day that it is harvested, the next day at the latest, since storing it in cold chambers causes the loss of the leaves. Not all mandarins and clementines are suitable to be marketed with leaf, although we try to work like this with the maximum possible number of varieties. The Ortanique, for example, is unsuitable."
Clemenules with leaf marketed under the PARDO Gold brand.
Demand for fruit with leaf on the rise
The most important markets for Pardo's clementines and mandarins with leaf are the Netherlands, England and Italy. "Italy is a market which stops importing our fruit as soon as it has its own production, although their products are not as developed in terms of preparation and presentation, with more packing in bulk and in plastic boxes, so we cannot compete in terms of prices. It is also a receptive market for oranges with leaf, which we handle in more limited quantities." Moreover, José Manuel points out that "interest for clementines with leaf is currently growing in Germany."
Packing house in the middle of sorting for Pardo's wooden crates.
The market for fruit with leaf is growing little by little each year in Europe, according to José Manuel Pardo. "Consumers appreciate the difference. My goal is to work exclusively with fruit with leaf. Prices are always somewhat higher than those of conventional products. For this reason, more and more exporters are making the decision to try to introduce the concept, especially in Valencia. So far, competition comes primarily from Valencia, since Andalusia doesn't work as much with fruit with leaf and in Morocco this segment is virtually non-existent."
Pallet with fruit packed in cardboard boxes under the AMABLE brand.
Brands are losing ground
For now, clementines and mandarins with leaf concentrate in the wholesale markets, where brands still play a major role, although we also work with small boxes for supermarkets.
"I think brands are losing ground as large retailers are taking control of the market, so the identity of the exporter is slowly disappearing. It remains in more traditional markets, since brands tend to make less sense in large volumes. Unfortunately, this also entails an advantage for the fruit from third countries, such as Egypt in the case of oranges or mandarins (without leaf) in the case of Morocco.
José Manuel Pardo, next to a box with his major brand.
Marni Fruit, a young partnership with good future prospects
Frutas Pardo packs some of its fruits for the Dutch importer Marni Fruit, one of its major customers in the Netherlands. "We have a young three-year partnership with Marni Fruits, but we expect to continue growing together in the future. I met Erik-Jan Thur while working for Bakker Leenheer in the Netherlands, but the company was sold to some investors and Eric went to Marni Fruit."
A family business
"We are a third generation family business. In the past, I didn't have such high hopes for this sector, but I think the future of my business, and its philosophy, is in good hands. My children, whom I also conveyed my passion for music, are well prepared with university degrees and they have ambition," concludes José Manuel Pardo.
Music group that José Manuel Pardo is a member of. Valencia has a great musical tradition, which plays an important role in society.
For more information:
José Manuel Pardo
T:+34 962 895 307
M:+34 609612084
josemanuelpardo@yahoo.es
www.josemanuelpardo.es