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"José Bellver: "The best marketing window is between August and October"

"With the Smith, pomegranate campaign will start a month earlier"

The pomegranate campaign is almost coming to an end for Lyfruits, which started in early September with the first Smith. "September has given us an interesting marketing window, since there are fewer pomegranates available in the market, both from Spain and from other origins. Prices started at around 3 Euro per kilo, while from October onwards they dropped to about 1.70 Euro with the arrival of the Mollar and the fruit from other producing countries," explains José Bellver, partner of the company.

Next year we hope to start a month in advance to further expand that window. "We have noticed that by advancing the Smith harvest to early August we obtain the same degree of acidity and Brix level, as these are corrected with post-harvest treatments and not in the tree. The Smith pomegranates already acquire a deep red colour in July," affirms José Bellver.

In its first business year, the Valencian company has marketed the modest amount of 70 tonnes of its own production and 30 tonnes from other producers, supplying varieties like the Smith, Acco, Mollar and Wonderful. "Next year, we expect to quadruple these figures, with a harvest of 250 tonnes and 100 tonnes purchased from third parties."

"Obtaining the GLOBAL GAP certification has allowed us to export to Germany, the UK, Switzerland and France, as well as a small test in Malaysia, although we prefer closer markets because that way the product keeps most of its properties. The balance is positive; 90% of our customers have been satisfied with our work, but we still have much to learn. We believe in the potential of pomegranates as a product with interesting margins and whose consumption will continue to grow in the future."

The Valencian avocado campaign will be limited
In addition to pomegranates, Lyfruits is also devoted to the production and marketing of avocados grown in Valencia. "Our schedule allows us to supply avocados up until June. We start with Hass from November to March and from April we begin harvesting the Lamb Hass, which we are able to market up until the end of June; we consequently have an interesting market window, competing only with Peru."

Unfortunately, we will only have a small volume of avocados in our first season, as the summer heat wave caused a lot of fruit to fall from the trees.

For more information:
Polixena Bellver
Avenida Magdalena 11, bajo
46130 Massamagrell
Valencia. Spain
M: +34 639603905

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