Production levels, product availability and the commercialization period of organic apples have gone back to normal after two difficult years. "This year sales ended in April and they ended in June last year, but I believe we can go back to supplying them 12 months a year during the 2018/19 season. We don't expect the very high prices of last year, but the fact that we have found a balance between supply and demand once again is positive," explains Gerhard Eberhöfer (in the photo below), sales manager of the Val Venosta organic range.
It is estimated that, this year, the goods available for sale will be between 28,000 and 29,000 gross tons, including table and industry apples. "In 2017, only 21,000 gross tons were available due to the spring hail and frost. Our production areas have increased by approximately 8-10% every year: we had 500 hectares in 2016, 540 in 2017 and have reached 620 hectares this year. We envisage to reach 980 hectares by 2021."
Varieties
"Sales started in late August with the Gala variety and the fruit will be available until August 2019. We have also estimated 200 tons of Ambrosia bio, on sale between mid-October and mid-December, maybe Christmas. The fruit is sweet and aromatic and sold on the domestic market. The new orchards and producers should make us reach 400-500 tons over the next few years and at least one third of the volumes will be destined to southern Europe."
"Another variety is Bonita bio, of which we have 200 tons. It's a brand new cultivar, a crossbreed between Cripps Pink and Topaz, and an exclusive to the VI.P and VOG consortia. It's commercialized between late January and April and, due to its particular taste, it's more suitable for exports towards Germany and northern European countries."
As regards Kanzi, "it's an example of club variety that also works with organic cultivation techniques. We have reached 1,000 tons and expect to reach 2,000-2,500 tons over the next three years."
Markets
Considering that production areas are growing, Eberhöfer stresses that clients must be created not only in Europe but also outside. "We aim at reaching Asia, Hong Kong, Malaysia and Singapore, which prefer sweet medium-small apples. Brazil is also an interesting market with 200 million consumers. It's not able of producing organic apples and it's rather simple, preferring Gala, Red Delicious, Fuji and Golden apples."
Other markets are Israel, Dubai and Arab Emirates. "In Israel, for example, the Red Delicious variety is rather popular, unlike Northern Europe where new cultivars resistant to scab and sustainable are increasingly successful."
"We have been looking at Asia, and that's why we took part in Asia Fruit Logistica. We are assessing whether if, starting from March-April, the market is as keen as between October and March, as there is produce from New Zealand available. We did ship some pallets to Hong Kong in the past but couldn't meet demand at the time as we didn't have enough produce available."
Communication
As for the Biography project, "we keep working on it and provide as much information as possible. Updates are essential as consumers aren't able to distinguish all varieties. The project could be the perfect way to improve their knowledge. We know that, in other markets such as Switzerland, a leading change is introducing a color scheme to help consumers recognize apples."
Bio Val Venosta doesn't only deal with apples: potatoes, beetroots and cauliflowers will be available on the domestic market until October.
For further information:
Gerhard Eberhöfer - sales manager
Bio Val Venosta
Hauptstrasse 1/C
39021 Laces, Trentino-Alto Adige
Tel.: +39 0473 723 300
Fax: +39 0473 723 400
Email: marketing@vip.coop
Web: www.vip.coop