Currently, Ecuador is in the middle of its dragon fruit season with white and yellow dragon fruit being the dominant varieties. In addition, red dragon fruit is gaining ground and the total acreage for the three varieties combined amounts to 8,000 - 10,000 ha. White dragon fruit has been experiencing a great season in terms of production volume. "The season saw two big production peaks, resulting in large volumes coming into Miami and Los Angeles," says Jose Roggiero with Freshway Produce. "It resulted in the U.S. market becoming saturated." While it can be challenging to witness supply being higher than demand, Roggiero is optimistic about dragon fruit promotions at retail level. "It is very encouraging to see how retailers respond to the large volumes of fruit by including dragon fruit in their ads. These promotions are very effective as consumers have been responding to lower prices by increasing the volumes they buy."
Some retailers are offering BOGO promotions while others offer dragon fruit at a lower price per pound to entice the consumer to buy more. "While there are still more opportunities for the retail community to include dragon fruit in their ads, I am happy to see the steps that are being made during times of high volume," Roggiero commented. It is important to promote at the right time, when volumes are high. Simultaneously, increasing awareness for the health benefits of dragon fruit as well as educating the consumer on how to eat dragon fruit will contribute to an increase in demand.
Ian Vega (Sourcing Manager) and Ricardo Roggiero (CFO) visiting dragon fruit fields.
Saturated white dragon fruit market
More recently, the coast of Ecuador has received a lot of rain. While this is normal for the time of year, the conditions make it challenging to get the fruit harvested. As a result, it has stayed on the plants longer than desired. An added complication is that growers aren't able to fertilize in these weather conditions. "Post harvest, it is difficult to maintain high quality as the fruit's skin and stem are sensitive. To prevent quality problems in North America, we've been extra careful with the selection of fruit," commented Roggiero.
Traditionally, Ecuador's white dragon fruit season continues until the end of April. However, growers increasingly invest in lights in the fields, enabling them to extend the season. "Lights will likely be turned on in April, generating additional production in May, June, and July."
Yellow dragon fruit production smaller
Just like white dragon fruit, yellow dragon fruit is also experiencing a good season. While production volumes have been consistent, they are lower, and the variety sees more production peaks and valleys throughout the year. Production will go down in volume towards the middle or end of April and start up again in July, followed by an October/November harvest.
Red dragon fruit gains traction
While white and yellow dragon fruit are the two main varieties, red dragon fruit is gaining traction. Increasingly, growers have been thinking about expanding into red dragon fruit in order to reach a better and less competitive market. It's a way to diversify and by 2027, significant volumes of red dragon fruit are expected to come to the U.S.
At the end of this week, the Freshway Produce team will be attending SEPC's Southern Exposure event in Orlando. During the trade show, Freshway can be found at booth #810.
For more information:
Jose Roggiero
Freshway Produce Inc.
[email protected]
www.freshwayusa.com