In week 3, Herbert Widmann Ltd expects the final blueberry deliveries from South Africa for this year's season. Simultaneously, the first main volumes from Chile are arriving with a two-week delay. "This year, around 15 to 20 percent less goods are being harvested and exported in Chile. However, due to our own production in Chile and the intensive season preparation, we still plan with a quantity of 30 containers in our main weeks or around 3,000 tons over the entire season."
Hans Widmann. Photo: Herbert Widmann GmbH
In recent months, volumes from Peru have been 30 to 40 percent down compared to last year. However, we were able to compensate for this with our own South African production sites. Therefore, unlike other providers, we did not have a supply gap," says Managing Director Hans Widmann. Widmann and his colleague Christian Stoll spoke about current trends and looked back on the fiscal year 2023.
Stable, high price level in 2023
"The price has been very stable so far and even at a high level for a long time, which surprised us a lot. However, due to the upcoming promotions and the large formats, the prices will be adjusted somewhat," says Widmann. "The price level was overall higher compared to previous years."
Since the end of the European season, the company has primarily sold small formats - 125 g and 300 g trays - due to reduced availability. From week 3, the season will switch to large formats like 500 g. "In weeks 4 to 7, the first promotions with large formats are possible. Then we will switch back to the small formats when the harvest quantities from Chile decrease," says Stoll. The company primarily sources raw goods, which are packed in their own packing station Nordgemüse in Buchholz.
El Niño effects noticeable in 2024 as well
The situation in Peru is mainly due to El Niño. "The El Niño effect will also show in 2024. To counteract this, the producers will change the way they cut the plants and prepare for the next season. "Morocco and Spain will also be delayed this year. In Morocco, there is already some harvesting in the Agadir area, but significant volumes are not expected until March."
The variety question becomes more important
In Chile, the first season will be dominated by the Duke variety, while in Peru the Biloxi and Ventura varieties are still mainly produced. "However, Peruvian producers are now increasingly relying on newer varieties. There is a lot of change going on right now because they see that Biloxi can no longer be sold in England." It should be noted that very different varieties are grown depending on the region and local conditions.
The question of the respective varieties now also plays a larger role in marketing. Widmann: "Great Britain is ahead of us in this respect. The German retail trade is now also paying more attention to the varieties. I share Mr. Stoll's opinion that regional and seasonal differences should be taken into account - there is not one premium variety for all growing areas and seasons."
Constant demand for organic blueberries
The demand for organic blueberries continues to be constant, with stagnant production quantities. "In recent years, growth has flattened somewhat, which is again related to the high cost pressure and the cost-saving measures on the part of consumers. However, the organic blueberries have developed well overall. We have fixed quantities that cover the demand well. In this area, we are currently focusing entirely on Chile," says Widmann.
Photo: Herbert Widmann GmbH
Production manager on site in Spain, Morocco and Portugal in the future
"For an even closer monitoring of production on site, we have strengthened our team with a real berry expert. Our new employee Cesar Gomez will be our link to the producers mainly in the source countries of Spain and Morocco. In addition to season planning and daily field and goods checks, he will also take care of the further development of the producers. Cesar Gomez will also expand our activities in Portugal as a country of origin with enormous potential. After studying Agricultural Sciences, he now has more than 20 years of experience in growing and marketing berries. With our production manager on site, we are even closer to production and can actively shape future developments."
More support for German production
In response to the farmers' protests, Widmann expressed solidarity with the local producers: "We should better support our local producers. Current politics impair the competitiveness of local goods compared to imported products. This started with the increase in the minimum wage and continued with many other costs that are imposed on producers. The goal cannot be that we can no longer grow special crops in Germany." He therefore welcomed the fact that a discounter is increasingly relying on German goods. "Particularly regarding blueberries, we need partners who will commit to regional or German production so that it can be marketed accordingly," says Widmann.
"I think that the demand for blueberries will remain at a high level, which will give us very good market opportunities. However, ensuring the availability of goods will continue to be a challenge. Either way, the blueberry market will continue to develop and also continue to rise," Stoll concludes.
Visit the company at Fruit Logistica 2024 in Berlin in Hall 20, Stand B-41.
For more information:
Hans Widmann and Christian Stoll
Herbert Widmann GmbH
Schäftlarnstr. 10
81371 Munich
Tel.: +49 89 76 44 18
Fax: +49 89 77 07 08
Email: [email protected]
Website: https://www.widmann-fruechte.de