Lars Grossmann, the founder of Konfitee Naturkost GmbH and managing director of Beerenfrucht IMG GmbH, is well established in the world of berry production. Since 2003 he has planted numerous sites with goji berries all over Europe, since 2009 he grows aronia berries in Germany and for two years now, he and his partners have been active on a large area for soft fruits of all kinds in Morocco. The main focus of cultivation there is on goji berries, blueberries, cranberries, raspberries and strawberries.
Goji berries
In Germany, goji berries are better known in their dried form, but they are also readily suitable for fresh consumption, says the expert: "On the European market, you often do not find the right varieties.The original varieties from Asia are dried for transport/technical reasons but they taste really good fresh. And this is the advantage of cultivation in Morocco: We are only 20 kilometers away from Spain as the crow flies, and when our fruits arrive they are still very sweet." Nevertheless, the fresh goji berries are still a niche product: "To change that, we just shot a reportage a few weeks ago with the television program Galileo."
Blueberries
A fruit that has a much more established reputation is the blueberry. Grossmann: "We are currently expanding our production areas further south to extend the season in Morocco, and we are currently more represented in the north, but in winter it is getting quite cold." With our cultivation areas in the south, next year we can already deliver blueberries very early, from late January/early February. "Due to the expansion of these areas, Moroccan berries would be available just four months earlier. Then it would be able to increase the advantage over the South American goods even further.
Grossmann explains that South America is not a big competitor for his Moroccan wares, as the seasons vary so much in time. In addition, the berries from countries closer to Germany are preferred: "Spanish or Moroccan fruits are sourced only if no German fruits are available. Only when no products from European or Moroccan cultivation are available, they turn to South America. "
The demand for blueberries is booming and there is no end in sight: "This summer, demand was definitely bigger than the supply, which is often the case. Blueberries are actually already well known in Germany, but there is still a huge potential for increases in consumption." There are no special trends, says the expert: "They just have to be sweet and large! These are the most important characteristics for the consumer.When growing, you have to pay attention to which varieties you choose. Some fruits need the frost in winter, others are in their growth phase year-round, and are more suitable to warmer areas. "
"We pack at the request of the retailer"
The level of awareness and popularity is also reflected in the packaging industry. "Off-season, there are usually small, 100-125g containers. During the season more and more often we see small, 500g buckets, which are also used for tomatoes."
Located in the Lüneburg Heath, Konfitee Naturkost GmbH is located in Germany with one of the main growing areas for blueberries and has a partnership with a new packaging plant. "At the request of the retailer, we'll pack all the berry fruit." In addition to the larger containers, Grossmann also notes another trend: "Even mixed packaging with three different varieties -like raspberries, blueberries and blackberries- separated in one pack are popular. If you can set that up in time and have the right selection, you're on the right path."
Superfoods from German cultivation
The third main product of Konfitee Naturkost, the Aronia berry, falls into the category 'Superfoods'. Grossmann: "At the moment, however, the trend is mainly for superfruits and there, the Aronia is at the forefront. Although the berry is not necessarily suitable for fresh consumption, people like to juice it or use it as an ingredient for smoothies. That is simply because the health aspect is rated very highly." For some years now, he has been receiving inquiries from large supermarket chains. From next year onwards, he plans to market the fruit as well. "Aronias, however, have only a very short harvest phase, with a single pass. If you plan it well, you can deliver fresh Aronias for 4 to 6 weeks a year, but wile the demand is huge, availability is very low."
The majority of the cultivation (Aronia, strawberries and raspberries) are organic products. For blueberries, the producer has both conventional and biological surfaces available. "Organic production is becoming increasingly important."
In addition to growing, marketing and packaging the berries, Grossmann and its partners also provide advice to potential growers: "We also provide seminars and training, and look after farms that grow and help with marketing, which is not always easy. There are many people who are interested in cultivation but do not know the right ways to bring the finished product to the market, and that's where we come in."
For more information:
Lars Grossmann
IMG Beerenfrucht GmbH
Am Varrenbruch 8
29690 Schwarmstedt
Tel: 05071 9668234
Mail: lg@beerenfrucht-img.de
Web: www.beerenfrucht-img.de