The 2019/2020 campaign was a record-breaking one for the associates of the PDO Kaki Ribera del Xúquer, with 115,000 tons sold, but next season’s estimates point to a reduction in the PDO's kaki production of between 25 and 30%.
The president of the PDO Kaki Ribera del Xúquer, Cirilo Arnandis, said that "the weather this year, with heavy rains during spring, has caused an overall drop in the production in the region." However, Arnandis highlights that "this will result in a production with good calibers and an improvement in the fruit's quality."
As for the production estimates, the region of La Ribera, which accounts for about 90% of the national kaki production, expects to harvest almost 300,000 tons, which entails a reduction of close to 30% compared to last season.
Almost 2 million Euro invested in promotion
The Protected Designation of Origin Kaki Ribera del Xúquer continues to focus on the development of large promotional campaigns, with an investment that will come close to 2 million Euro this campaign. The objective is to continue improving the knowledge about kakis and the PERSIMON® registered trademark, owned by the PDO, and under which the entire certified production is marketed.
Arnandis says that “the efforts we make in promotion have allowed KAKI PERSIMON® to become a desired and demanded product among consumers, which largely explains the success it has had in recent years. However, it is necessary to continue investing in advertising and marketing actions to boost the popularity of the brand, consolidate our presence in the markets and find our way to new destinations.”
In addition to continuing the campaigns carried out in previous years in traditional markets due to their importance, such as Germany, France, the United Kingdom or Spain, the Regulatory Council will continue to invest part of its budget in potential markets such as Canada, the United Arab Emirates or Saudi Arabia, where there have been significant increases in the demand in recent years.