"Our suppliers have more than enough Spanish citrus available," says Ronnie Moorman. He is a buyer at Willem Dijk AGF. This Dutch company focuses on potato, fruit, and vegetables imports and exports. At the end of October, the price level was almost the same as last year. Ronnie, however, does not rule out that, later in the season, these could reflect the moderate availability of larger sizes.
"We're doing a little more, but price-wise, it's at the same level," he says. He doesn't expect anything crazy for the rest of the season, either. "More often than not, there's slightly fewer citrus available in December. That could be the case this year. But I think our shippers will have a normal year. We won't run out."
Switching
Willem Dijk introduced their first Spanish Iwasaki mandarins in early October. At that time, the market was still full of overseas mandarins, says Ronnie. So, there was little demand from Germany, one of the wholesaler's top buyers. From the Netherlands, however, there was demand. And when the Spanish Okitsu mandarins arrived, that country began truly switching to Spanish fruit.
"The overseas citrus market was getting cheaper at the end of October. There are some random, smaller size surpluses coming in too." Moorman says the market is also receiving the Marisol clementines well. That's thanks to their good color, flavor, and price. Willem Dijk sells these under the Filosofo brand.
Quality and continuity
Five years ago, there were hardly any overseas citrus club varieties, like Orri or Tango/Tangold, on the market. These are now available in large numbers. Not a good sign, according to Ronnie. "Orri mandarins from Spain or Israel usually cost around €24 per box. That's at the end of the season. Last season, they were available for €10 to €12/box. Citrus club varieties' exclusivity is outdated. They were selling everywhere last season."
The buyer says citrus brands, on the other hand, are on the rise. He is, therefore, placing more value on those. "If shippers select citrus better and name them, they can stand out. You don't distinguish yourself anymore with just a club variety such as Orri or Tango." Ronnie sees quality as citrus' differentiating aspect. "Quality and continuity are the most important thing in brands that customers trust. Then the price isn't important."
Willem Dijk and their Spanish shippers, for example, provide oranges under the Elefant brand. And mandarins, under the Filosofo brand. These are of constant quality throughout the season. The wholesaler, thus, finds its vital plan well and maintain good contacts with their regular shippers. "These brands mainly find their way to greengrocers," says Ronnie.
Increases
Willem Dijk already buys Moroccan products in addition to those from Spain but will not be increasing the volumes of Moroccan produce despite price increases in Spain. Ronnie says clients in Germany and the east of the Netherlands prefer Spanish products.
Nevertheless, the rising costs are being felt. "First of all, we notice the rising fuel costs. In Spain, too, finding staff is a problem. There are slightly more expenses, so costs are rising." Although he expects prices to increase eventually, Ronnie doesn't want to get ahead of himself. The situation can change quickly. "Things are playing out, but at a distance for now," he concludes.
Ronnie Moorman
Willem Dijk AGF
De Ossenboer 2
7547 RJ Enschede
+31 (0)53 486 47 50
Ronnie@willemdijk.nl
www.willemdijk.nl