Mexican pineapple growers want to promote advantages

As the Central American pineapple season picks up production, market prices continue to be low as they have been for several months. Demand is good, but volume remains very strong. In Mexico, the growing regions have been seeing favorable weather conditions, which has ensured good production as well as quality.

"Growing conditions in Mexico, especially in Tabasco, have been very favorable and we are seeing excellent production," said Ernesto Maurer of Tabafresh Farms. "Additionally, pineapple quality is very high thanks to the good growing conditions. The market at this moment is very low and prices have been low for a number of months now. At this stage we do not know when the market will improve but we hope prices will recover soon."

Costa Rica is the largest pineapple exporter in the world, but growers in Mexico are seeking to close that gap. To do this, they are looking to capitalize on some advantages they have, especially with the US market mind. Logistics and the proximity to the US market is the primary advantage suppliers say they have over their Costa Rican counterparts.

 

"Customers always prefer fresh fruit, and Mexican pineapple growers can achieve this because we have the technical and logistical capacity related to our geographic location," Maurer explained. "Mexican pineapples have been gaining ground because customers have found that with our short transit times, they are able to enjoy the freshness of the Mexican pineapple. We are much closer to our US customers and can also respond much faster. As a result, they are being increasingly more accepted by retailers across all categories."

Maurer added that consistent supply from the country as a whole is a challenge due to the dynamics of the Mexican domestic market. "Some Mexican growers will only export when the price is right," he said. "If the local market is better, they will keep the fruit within the country. Mexico has a very interesting internal market because there is a strong demand for local fruit. For this reason, Mexican supply is less constant and there are few companies that will export to the US market."

Tabafresh Farms said it is committed to the US market and is just about to finish their new distribution center located in Pharr, Texas. According to Maurer, this means that fruit will be kept as fresh as possible. "Our new Texas distribution center has the best technology so that the fruit will stay in perfect condition as it awaits shipment," Maurer shared. "We have not just expanded our physical presence, but also increased our sales force because we want to have a more active participation in the market."

It might seem obvious that fruit that looks appealing will sell better, and this is exactly what Mexican growers say they can deliver. With the shorter freight time to the US market, the pineapples are able to be left to ripen longer and shipped to customers when they are vividly yellow. Growers say that due to the additional distance and time it takes for Costa Rican pineapples to reach the market, they are typically green.

"One of the ways we are promoting Mexican pineapples is by focusing on the brilliant yellow color we can ship out," Maurer said. "We want to offer to the market a pineapple that has not only excellent internal quality and good taste, but also one that has a nice appearance. It is more likely that a customer will purchase a pineapple with an appealing yellow color. A green pineapple, although also very good inside, does not have the same attraction. The result is increased consumption and a raised likelihood of subsequent purchases. People eat with their eyes and we have seen a similar example with mangos."

Maurer continued by expressing that receivers need to be made more aware of this, especially those that have only handled Costa Rican pineapples. "Some buyers are not aware of the potential for pineapples that are more yellow," he explained. "Some assume that yellow means they are over-ripe because they have only handled green pineapples, which to them is considered 'normal' so this is understandable. We are sure that this will gradually change as buyers become more familiar with the Mexican pineapples and the yellow color becomes synonymous with a pineapple in excellent condition."

While promoting pineapples from Mexico and indicating the advantages, Maurer respects the Costa Rican pineapple industry and the growers that have made that country very successful in pineapple exports. "We must recognize that Costa Rica has been in the market for a very long time and has developed a good reputation," he said. "But over time, I'm convinced that by continuing to work hard, Mexico will also be attending the market in a more effective way, including through better service and quality. Once people become more familiar with them, they will be asking for more Mexican pineapples over time and as a result, they will be accepted into markets that were previously served only by Costa Rica."

For more information:

Ernesto Maurer 

Tel: +1 (956) 685-1762