Mexico is becoming an ever bigger player in the soft fruit market. Spanish growers are closely monitoring the developments across the ocean. With a year-round supply of soft fruit, the North American country could become a formidable competitor to Europe. On the other hand, the neighbouring United States make for an ideal market for the fruit.
Increase in production
The climatological circumstances in Mexico are ideal for the cultivation of soft fruit: 1500 metres above sea level, average precipitation between 800 and 1200 millimetres, and an average temperature between 16 and 25 degrees Celsius. In 2004, the acreage was still 9000 hectares, and in 2012 it had more than doubled to 22,000 hectares. A similar trend can be observed in production. From 207,000 tonnes in 2004, to 524,000 tonnes in 2012.
The production in all soft fruit has increased significantly in recent year. According to estimates, Mexico is even second in the world when it comes to export. When it comes to strawberries: between 2011 and 2012, the production increased by 57 percent. In addition to the ideal climatological conditions, the cultivation has also been improved. By using micro tunnels, production can take place year-round, which is important for sales to the American market, for instance.
The most important production regions are in the states Michoacán, Jalisco and Baja California. The main market for the soft fruit has traditionally been the United States. Other big export markets for strawberries are Canada, France and Japan. For other soft fruit, important markets are the United Kingdom, the Netherlands and Germany. The position in Europe and Asia is expect to continue to grow. For fruits like cranberries and blueberries, Asia is a promising market.
Harvesters on a strawberry field in California.
US most important export market
The export figures in the UN ComTrade database show that in the past years, the United States are still by far the biggest market for fresh strawberries. Of the total strawberry market last year, with a value of 246.6 million dollars, the American market yielded over 246 million dollars. At a distance, Canada followed, traditionally a large market as well, accounting for 466,285 dollars. The export to Europe still appears to be in its infancy, with Germany as the first European country, with a market value of over 20,000 dollars.
For the other soft fruit, brought together by the UN ComTrade in one category, a similar view arises. The United States are by far the most important market. In the past years, Japan has taken second place, with a value of over 4.3 million dollars in 2014. In this category, the first European countries are showing up earlier in the ranking. The Netherlands, Spain and the United Kingdom take up third, fourth and fifth place.
Although Europe could be an interesting market for the Mexican exporters, for now the focus is clearly on the American market. With a market with potentially over 300 million consumers right next door, it’s logical that the export focuses on this market first and foremost.