Cédric Geens:

Competition in cranberry market on the rise

It's that time of the year again: cranberry month. December is the best month for cranberries. Cranberries are eaten the most around the holidays, but the orders already start coming in at the end of August. In recent years the competition in the market has been increasing, "More and more traders buy in bulk and then customize each package based on the customer's wishes," says Cédric Geens from W. Jonckheere. 


Niche product
Sales of cranberries from the U.S. start at the end of August, but in terms of freshness it is important that the product arrives as late as possible, "There are still some small volumes coming in for individual sale, but not much. The biggest cranberry customers are wholesalers and supermarkets." Cédric emphasizes that the cranberry is a niche product, "We supply the Ocean Spray brand; this brand is an important and well-known player in the market, and the supply is constant. Yet it is still difficult to distinguish yourself when there are more suppliers."

Buying in bulk
Cédric continues, "In the last five years the number of companies that sell cranberries has risen, particularly in the Netherlands. That makes sales quite different. The cranberries are imported from the U.S. either in bulk or in 340 gram packages. Companies are increasingly buying in bulk and packaging the cranberries themselves based on their customer's wishes. Various supermarkets have shown interest in packaging the cranberries themselves because then they can use their private label." The increased competition has, in part, affected the price, "The purchase price in the U.S. is basically the same for everyone. But companies do end up paying more if they wish to package the cranberries themselves. To remain competitive, they set the prices high. But it still remains a niche market," he concludes. "There is more demand around the holidays, but in January the demand disappears and you have to ensure that you have sold everything."

For more information:
Stefan Andriani
Cedric Geens
W. Jonckheere SPRL
Werkhuizenkaai 112
1000 Brussel
Tel: +32 - 22426103
Fax: +32 - 22451079

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