Since mid-February, there's been a mandarin variety in the market that only a few companies produce and sell in Spain: the Gold Nugget variety, recognizable for its rough skin and very sweet taste.
"Our customers demand the Gold Nugget," says Silvana Sorli, from the company Frutas Sorli, based in the municipality of Alcalá de Xivert, in the north of the Spanish province of Castellon. "It is a very sweet variety with a uniquely rough skin that sets it apart from other mandarins. That is not to everyone's liking, but our customers, especially in France and also in Spain, demand it every year," she says.
"Our Gold Nugget is grown in Murcia. Only a few of us work with this variety because it is very sensitive and difficult to handle in the packing house. We have to be very careful to be able to offer the product in ideal conditions," she says.
The Sorli family has worked in agriculture for more than 50 years and is fully devoted to the production and marketing of citrus fruits, and since recently, also avocados. They do meticulous work, targeting brand-oriented markets.
"My father started by going to markets in Catalonia to sell his fruits and vegetables; that's the origin of our legacy. With the creation of Frutas Sorli, about 50 years ago, we fully specialized in citrus fruits," says Silvana Sorli.
"My father is in charge of purchasing and of managing the harvest in the field. I am the head of production at the packing house, and my two sisters, Luisa and Núria, are in charge of sales and administration, respectively. As a small company, our only option is to do things really well. As brand-oriented marketers, we put a huge amount of effort into keeping the entire process under control, from the field until the product reaches its destination. The product has to be perfect, as that's the only way for us to stand out."
Frutas Sorli works exclusively with wholesale markets, mainly in France, as well as in the domestic market, although it is gradually expanding into new destinations.
Núria and Silvana Sorlí at Fruit Logistica, in Berlin.
"We will continue marketing the Gold Nugget until May, when our mandarin and clementine campaign will come to a close. By then, we'll have already finished with the Clemenules, of which we produce about 2 million kilos, as well as with the Esbal and the Leanri. As for oranges, we start with the Navelina in October, continue with the Lane Late and, sporadically, with the Navel Late, and finish with the Navel Powel in June. We also market lemons from October to mid-June," says Silvana.
Last year, Frutas Sorli started working with avocados. "Customers were asking us for more products under our brand, and we decided to include avocados in our range. We collaborate with a producing company with a work philosophy similar to ours, and we are very happy. It is a product that we market all year round, although if there is a small dip in the quality at any point, we prefer to stop. We are very picky."
"We also import citrus fruits from overseas, although this is something we do for some customers who want us to continue supplying them during the off-season. That is more challenging for us, since we prefer having full control of the product's traceability. That's why we only import small quantities," says Silvana.
For more information:
Silvana Sorlí
Frutas Sorlí S.L.U.
Camí Sant Miquel, 5A
12570, Alcalà de Xivert. Castellon. Spain
silvana_ventas@frutassorli.com
www.frutassorli.com