Pico Fresh markets passionfruit grown in Southern Africa in Europe and the Middle East, where the fruit is differentiated from the larger Colombian volumes by its slightly larger fruit size and sweeter taste.The company exports approximately three-quarters of the passionfruit produced in Southern Africa and has its own plantings in Zambia and Zimbabwe. In fact, as Garrick Mullin, Pico Fresh director points out, Zimbabwe’s passionfruit production used to be larger than that of South Africa, but the farm invasions of 15 years ago put paid to a flourishing industry and gave an opening to South African (and ex-Zimbabwean) farmers. Pico Fresh has since re-established high-density passionfruit orchards under irrigation in Zimbabwe and Zambia.
The South African season started late and during heat waves at the end of last year flowers were lost which affected volumes, especially during the early part of the season that starts in December. Passionfruit has a long harvesting season of nine months. “The growing season has been a bit tricky, not as good as we would’ve liked, but we’ve made up with volumes from Zimbabwe and Zambia.”
He notes that passionfruit, especially in mature orchards, are susceptible to viral and fungal diseases.
Total passionfruit acreage in South Africa is between 150ha to 200ha, with similar acreage in Zimbabwe and Zambia. There has been expansion over the past three years, partly in response to a global pulp shortage but also to the expanded marketing opportunities in Europe.
Colin Colegrave, Pico Fresh marketing director
Fine line to avoid oversupply
Passionfruit is a niche product and Pico Fresh has undertaken the development of new markets for the fruit, particularly with European and UK supermarkets that are looking for a year-round supply. South African passionfruit overlaps with Colombian passionfruit for six months of the year in Europe.
The fruit has a very short shelf life, one to two weeks, and are therefore flown out, which makes it an expensive product and one, he reckons, that most Europeans have never tasted.
The company exports around 20t a week, up to 50t during peak times, mostly for the fresh market, but Garrick Mullin doesn’t foresee much room for growth in the sector at the moment.
“Passionfruit is very price-inelastic and it’s quite an expensive product because of air freight,” he says, “so even if you dropped the price by 20% or 30%, you wouldn’t sell more passionfruit. It’s a slow process to introduce more consumers to the product, it’s quite tricky. As a result of its price-inelasticity, it is extremely sensitive to oversupply. The market is now saturated with passionfruit, also because there’s been increased supply from Colombia.”
“There’s a fine balance and we’ve reached it,” he continues, “I believe production has reached its maximum and any further production would lead to an oversupply.”
In terms of turnover, passionfruit is the company’s largest commodity, but their portfolio is rounded out by litchis and avocados.
For more information:
Garrick Mullin
Pico Fresh Exports
Tel: +27 11 390 9200
Email: Garrick@picofresh.com