The pomegranate harvest in California is on the verge of starting, with growers preparing for the first pickings within the week. Reports indicate that the first part of the crop will see good numbers, but subsequent varieties, including the Wonderful pomegranate, are set to be down by as much as 30 percent this year.
"We will start harvesting on August 13, with the season typically going right through until January," said Bill Purewal of PureFresh Sales. "The Granada variety will be the first to be picked and the beginning of the crop is looking very nice. However, as we get into the Wonderful crop, it looks much lighter, perhaps down by up to 30 percent. This has been caused by the frosts that the region experienced in the spring."
Demand looking solid, for now
Suppliers have noted that demand for pomegranates is looking good, both domestically and internationally. Additionally, with the expected lighter crop, the market looks set to be very strong this year. One of the factors helping suppliers are the strong promotions being run as the season begins, arousing a healthy anticipation among consumers. Ongoing promotions throughout the season though are key to keeping that momentum going.
"Demand seems to be good domestically and on the exporting side as well," Purewal noted. "California exports a lot of pomegranates to countries like Japan, Korea and Australia, and these markets are not seeing any issues at this stage. With the reduced crop, the market is likely to be strong this season and with the amount of marketing, demand also seems to be strong. It's important to continue that vigorous promotion however, to ensure that healthy demand continues and the market stays strong."
Year-round availability of arils boosting demand
Pomegranate arils make up a significant part of the market now and consumers are evidently warming to them. According to Purewal, part of their appeal is the fact that they are generally available year-round now, making them a reliable product choice.
"As more consumers are seeing that arils are available year-round, this is translating into many more repeat customers," he observed. "This is because they can enjoy that consistency of having year-round supply. Additionally, the demand for bins has increased exponentially so this is an option we will continue to grow. We are greatly anticipating the upcoming pomegranate season and are looking forward to bringing this delicious fruit to the market."
For more information:
Bill Purewal
PureFresh Sales
Tel: +1 (559) 896-2500