Regarding prices, "we could say that they are not on par with the quality of the product, as we believe quality this year is extraordinary and prices in the market have been a little slow to adjust," explains D. Molina.
Pomegranates are growing in popularity, on the one hand, because of promotions advertising the health benefits of their consumption, but above all, according to Molina, "it is essential to mention the great work that the Pomegranate Producers and Traders Association of Elche is doing, as well as Elche's local council, in preparation for getting the Designation of Origin," he affirms.
"Competition from Israel affects us, because many people in Europe compare their pomegranates with ours, especially in price and colour; however, they do not look at the flavour and other properties of each, because quite frankly, they have nothing to do with one another."
The campaign lasts for approximately 4 to 5 months; "we start with the Valencian variety in mid/late August and try to stretch the campaign until mid-January," says the exporter.
Under the brand OLIVA, 40% of pomegranates are exported overseas, largely to the Middle East and other countries like Kenya and Malaysia. Another 40% goes to other EU countries, like France, Italy and Sweden, and the rest is distributed nationally.