This year, Fresh Del Monte has supplied the European market for the first time with oranges that originated from Uruguay. "This launch marks a significant step in Fresh Del Monte's long-term strategy to offer high-quality and diversified fresh fruit categories 52 weeks a year to the European markets. The introduction of Uruguay as a new citrus origin reflects the company's ongoing commitment to innovation and constant pursuit of excellence to offer consumers the very best, from farm to table." Primeur had the opportunity to speak to Stefano Borria, Senior Category Manager Oranges, and Jacopo Sica, Senior Director Sales & Operations EA and General Manager Switzerland at Fresh Del Monte about their first experiences and future expectations.
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What have your first impressions of the sales of Uruguayan oranges in Europe been?
Stefano Borria: "The Uruguayan oranges were available until mid-October in Europe. The market has welcomed this new origin for Del Monte very positively. The first arrivals have shown quality fully in line with our expectations, with excellent technical parameters in terms of Brix, ratio, and juice content. These are very encouraging results that confirm we made the right choice."
Jacopo Sica: "This project is part of a broader strategy to identify new production opportunities that allow us to serve our customers with consistency and efficiency. Uruguay is already a recognized source for the European market, but we see significant potential in structuring it in a more integrated way. Thanks to our existing partnerships and local production, we are able to manage the product entirely under Del Monte's standards. This initiative is proving successful within our diversification strategy, which is one of the key pillars alongside other projects and products currently under development."
What are the expectations for the coming years?
Jacopo Sica: "This is clearly a medium- to long-term project in which we are reinvesting with determination. Our ambition is to establish Uruguay as a continuous supply source during the South American season, not only for Europe but also for our global destinations, including the U.S. We are already receiving program requests from our stakeholders in both wholesale and retail markets, which underlines the strong interest and confidence in this initiative. By intensifying our efforts on new origins, we add value to the citrus category and reinforce our diversification strategy."
Stefano Borria: "From an operational perspective, the growing areas currently cover approximately 2,000 hectares. We are working to ensure year-on-year productivity growth, so that we can steadily increase supply and fully respond to market demand. Our ability to manage and oversee the entire supply chain is essential to guarantee consistency, efficiency, and the high-quality standards expected from Del Monte. We are optimistic that this origin will strengthen and expand further in the coming years, positioning Uruguay as a key player within our citrus portfolio."
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What kind of challenges does the changing climate present to you?
Jacopo Sica: "In recent years, climate change has increasingly forced us to anticipate potential supply risks in specific regions. Our strategy is therefore to develop parallel solutions and secure origins that are geographically closer to our final destinations, such as Europe. For example, sourcing from Egypt has already proven to be a valuable alternative. In this context, South America represents an excellent option as it is not affected by the current shipping challenges linked to the Suez Canal, making logistics more efficient and reliable."
Stefano Borria: "From a production perspective, climate change has had tangible consequences: water scarcity that impacts fruit development, extreme weather events capable of destroying entire plantations, and high humidity levels in certain areas that aggravate diseases like black spot. At Del Monte, we are constantly working on both corrective and preventive measures to mitigate these risks. This requires close monitoring and proactive management throughout the supply chain to safeguard quality and continuity."
Does that mean that Fresh Del Monte is looking for more new origins; is there a visible shift in cultivation?
Jacopo Sica: "Our citrus strategy is structured long-term, and naturally it involves exploring additional origins. It is not a matter of shifting cultivation from one country to another, but rather of integrating new production opportunities within the same season. This approach enhances flexibility and resilience, ensuring that we can always meet customer needs regardless of local constraints."
Stefano Borria: "At the operational level, our attention is also directed towards emerging players in Africa, where we see strong potential for complementary production. Identifying and developing these origins is consistent with our vision of building a robust, diversified, and reliable citrus supply base."
What is involved in a new origin for Fresh Del Monte? Given the volumes you need, not every origin will be suitable.
Jacopo Sica: "This is exactly why our citrus strategy overseas does not rely on a single origin. Instead, we source from different regions depending on market demand and the requirements of our customers. The focus is not primarily on volumes, but on quality: the organoleptic characteristics, taste, and consistency that meet Del Monte's high standards. We always start with our own production areas, and then develop new partnerships that can guarantee these same levels of excellence."
Stefano Borria: "Managing a new origin involves ensuring full alignment with our technical and quality parameters. It means evaluating agronomic conditions, post-harvest processes, and logistics, all while securing reliable volumes that can integrate seamlessly into our global supply chain. Only when these conditions are met do we consider an origin truly suitable for Del Monte."
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What requirements does the European consumer have for an orange, and how can Fresh Del Monte respond to that with the Uruguayan oranges?
Jacopo Sica: "Today's consumers are increasingly attentive to the organoleptic profile of fruit flavor, juiciness, and sweetness, often measured in Brix. Awareness and consumer empowerment through branding also play an important role. That is why we work in constant dialogue with our stakeholders, gathering input and testing different varieties to remain closely aligned with consumer expectations."
Stefano Borria: "Uruguayan oranges fully meet these requirements. They deliver excellent sweetness, juice content, and taste, which positions them as a product perfectly suited to European consumer preferences. Our role is to ensure that these attributes are consistently maintained, offering the best possible fruit every season."
How do the Uruguayan oranges fit your broader citrus strategy?
Jacopo Sica: "It is important to underline that our focus is not limited to oranges, but to the citrus category as a whole. Uruguay is part of this broader vision, but our global approach aims to strengthen our footprint across multiple origins and products."
Stefano Borria: "This project reflects our overall philosophy: diversifying origins, investing in quality, and building resilient supply solutions for our customers worldwide. Uruguay is one chapter in a much wider citrus story that Del Monte is committed to developing."
For more information:
Stefano Borria
Fresh Delmonte
[email protected]
eu.freshdelmonte.com/