Turkish satsumas have been enjoying increasing popularity in the European trade in recent years. The Turkish mandarin variety is particularly popular with consumers in the first half of the European citrus season. But a direct line between European traders and the Turkish orchards is often missing. That is why newly founded company Vitality Fruits has set itself the goal to skip the intermediate trade and to deliver its own earnings directly to the final trade, starting in the German speaking countries.
The mandarin harvest in the Turkish growing area Selcuk, close to the
popular Izmir holiday resort, is now underway. The first lots are ready for picking and from week 45 on ready for export to Germany, Austria and Switzerland. "We have our own tangerine plants, but also offer other seasonal products - such as pomegranates and quinces - as required," says Arne Hodel, sales manager at the company and responsible for marketing in the DACH region.
The Turkish satsumas are expected to be available from mid-November until January 21. "From today's perspective, we will be able to supply a total of about 150 tons from our own production. However, thanks to our regional network, we can increase this quantity to 1,000 tons if necessary," says Hodel.
Direct purchase of goods
Mandarins from smallholder cultivation have so far been mainly sold on the domestic market. Only a small part of the harvest ended up in export, for example to Russia. "But we really aim for Central Europe. In Germany, there are many suppliers with Turkish roots and customers at local wholesale markets, for example in Frankfurt, Hamburg, Berlin and Stuttgart. Our aim is to serve precisely this target group directly with goods from our own cultivation, without intermediate trade. These direct purchases would be a win-win situation for all parties"
The Turkish Satsumas are mainly packed in 10kg cardboard boxes. Hodel: "Apart from these, we try to be open to suggestions from the customer."
But the direct purchase of these proprietary goods offers the customer other advantages as well, Hodel wants to emphasize. "Thanks to the small-scale cooperative structure of our cooperative, we are able to react quickly and flexibly to market developments. We have direct access to the product range to be marketed and have local partners for transport and fruit logistics. The whole customs clearance is handled locally in Turkey, so that the customer has no import expense in the end."