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Max Paniagua, Grupo Visa

Uncertainty in the pineapple market due to scarcity and price volatility

The pineapple sector in Costa Rica ended 2024 with stable prices and growth expectations in 2025. Globally, the fresh pineapple market remains competitive, with the United States and Europe as the main export destinations.

"The pineapple market showed remarkable stability in 2024. There were some important peaks in the year, but it was a favorable market, with export prices ranging between 9 and 10 dollars per 12 kg box. The United States was the most stable market with the best prices, consolidating its position as an important destination for Costa Rican producers," stated Max Paniagua, manager of Grupo Visa.

The company increased its production in 2024 and expects to continue growing in 2025, with a projection of 13 million boxes of fresh pineapple, around 7,500 containers a year.

A slight increase in prices is projected for 2025 due to the reduction in the availability of fruit, caused by adverse weather conditions in Costa Rica. The rains have greatly reduced availability, which could affect the market," Paniagua added. "The weather has been our main challenge. We are also affected by the exchange rate, as most of our costs are in colones and we receive payments in dollars," he said.

To mitigate these effects, exporters have adopted strategies such as planning up to 20 months in advance and implementing agricultural technologies that optimize production in adverse weather conditions. "This year they are planning to use the saran, a shade that protects the fruit from excess sun and prevents it from being damaged by corchosis," the manager said.

The frozen pineapple market is growing and is an alternative to reach new destinations. This format allows the product to conserve its quality during long transport times, facilitating entry into emerging markets such as Israel, the Arab Emirates, and Russia.

"It allows us to reach new destinations because the product can better withstand transit times. New trends include individualized consumption formats, such as pineapple rings used in hamburgers or pineapple sticks for school snacks, which are gaining popularity in high-consumption markets. This product diversification is in line with the increasing demand for healthy and convenient foods, especially in regions with changing consumption habits," Paniagua stated.

Costa Rica continues to be the world's largest exporter of pineapples, a sector that plays a significant role in the country's economy. "This sets a pretty high bar for all pineapple-producing companies which always have to meet these standards," Paniagua stressed.

"The competition is still intense, but the reputation of Costa Rican pineapple continues to position it as one of the most demanded internationally. The exporters' ability to adapt and their focus on diversification will be decisive factors in maintaining competitiveness in a constantly evolving market," Paniagua concluded.


For more information:
Max Paniagua
Grupo Visa SA
Tel.: +(506) 2473-3112
Tel: +(506) 8445-2070
Email: [email protected]
www.visasa.com