Although it is still considered a niche product, it also has huge potential due to its nutritional properties and year-round production capacity. Ecuadorian red pitaya is emerging as a premium option in Europe, where consumption of this exotic fruit has been growing steadily.
"There's almost no local consumption of the fruit, so all our production is exported. Its main destination is Europe, with Spain as the main import client. Germany, Belgium, and the Netherlands are also showing growing interest, while in America, the possibility of entering the Canadian market is being considered. Vietnam is one of the largest producers of red pitaya, and we are also competing with Peru, where production is only starting to develop," says Julia Colina, Operations Manager of Dragon House.
Based in the province of Esmeraldas, Dragon House specializes in the production and export of red pitaya, grown on over 20 hectares devoted to this exotic fruit.
"Despite competition from Vietnam, Thailand, Peru, and Mexico, Ecuador seeks to differentiate itself with quality fresh fruit, monitoring the entire process from harvest to export, ensuring shorter transport times, and avoiding long periods of storage in cold rooms. The fruit stands out for its balanced sugar content and the absence of chemical residues thanks to agricultural practices managed directly by producers," says engineer José Sánchez, general manager of the company.
Although China produces pitaya, the country is not perceived as a direct competitor in the export market. In fact, the Asian country is seen as a potential client for the fruit's domestic consumption. According to the entrepreneurs, "In China, pitaya is considered a special product, often actually used as an offering or gift because of its exotic appearance."
"2024 has been a year marked by high volatility in the market, which has made it difficult to maintain a stable average price. Prices at source have ranged between $0.25 and $2.00 per kilo, depending on the season. Some key factors have been the saturation of local markets in Europe (especially Spain) and dependence on intermediaries, which have resulted in limited profitability for producers," they say.
As far as operational challenges are concerned, Sánchez says that "managing harvesting times is important to guarantee the supply of quality fruit. Improving labor welfare on the farm is also a priority. Another critical aspect is environmental preservation. 33% of the farm acreage is reserved for the preservation of secondary forests to protect local biodiversity."
"We seek to work with stable volumes in order to keep prices at average levels throughout the year and avoid market fluctuations. This strategy caters to a market where the demand remains low due to a lack of knowledge about the fruit and how to consume it. Participation in international fairs such as Fruit Logistica and Fruit Attraction is fundamental to educate consumers and give the market a boost," says Xavier Zambrano, president of Dragon House.
"We believe that pitaya could position itself as a leading product, but first it will be necessary to spark consumer demand. In Europe, consumption is limited due to a lack of tradition, but there's also growing curiosity about healthy and exotic products," says Zambrano.
For more information:
Julia Colina Rivadeneira
Dragon House
Tel.: +593 9 98359603
[email protected]
www.dragonhouse.ec
Xavier Zambrano Plaza
Tel.: +593 9 97109258
[email protected]
www.dragonhouse.ec
Ing. José Sánchez Páez
Tel.: +593 9 98574661
[email protected]
www.dragonhouse.ec