This year, the Spanish citrus season began with a slight delay at the end of September with the early varieties Satsumas / Okitsu. "As brand sellers, we usually only start with the Oronules and Arrufatina varieties from mid-October. Here, too, there was a slight delay this year due to the persistently high temperatures in Spain. Due to the lack of temperature differences between day and night, the goods still lacked sufficient color," says Rolf Krauter, Managing Director of Wirth & Co., based at the Stuttgart wholesale market.
The volume of clementines on offer is broadly in line with last year, the fruit importer continues. "In some areas, the yield may be slightly lower due to regional storms and hail. If we look at last year's harvest volumes, this and last year were the worst clementine harvests in the last ten years. However, the quality of the good varieties Oronules and now also the first Clemenules are very satisfactory. There is still some color missing here and there, but the taste is all good. An additional advantage is that, unlike last year, we had no problems with fruit flies (Mosca), which caused us considerable problems last year."
Significant price increase for clementines and oranges
There has been a significant drop in orange production this year. As a result, the quantities, especially for Navelina, are sometimes up to 30 percent lower than last year. Krauter: "To make matters worse, a significant proportion of the produce is very misshapen and not clean-skinned due to the drought. This requires very strict sorting, especially for branded products, which naturally has an impact on prices. The lower harvest volumes coupled with the increased costs mean that we have started the season with a significantly higher price level compared to the previous year." Prices for clementines are up to 30 percent higher than last year, while prices for oranges have risen even more sharply in some cases.
Nevertheless, the fruit trader observes that the high prices are currently selling well on the market. "This may also be due to the fact that the prices of South African oranges and clementines were already very high and customers have already become somewhat accustomed to the higher prices." The South African season is now nearing its end and only a few remaining quantities are still available.
Development of the private label 'Süsse Susi'
Wirth & Co has been the licensee of the internationally protected citrus brand 'Süsse Susi' since 2017. Krauter: "The brand originated in Stuttgart in the early 1980s and we have made it our mission to further strengthen brand awareness by consistently focusing on quality and offering the brand all year round, especially in the citrus segment. We sell the Süsse Susi brand regionally via our stand at the Stuttgart wholesale market and nationwide via food retail outlets in Baden-Württemberg, Bavaria, Rhineland-Palatinate and parts of Hesse.
The main focus is on quality, both in terms of taste and appearance of the produce, Krauter emphasizes. "I see the appearance of oranges in particular as a major challenge this year. As I mentioned, we have to sort out more produce than usual. However, we can be satisfied with the taste of the produce, even at the start of the season."
In addition to the classic 1 kg Girsac oranges and clementines, leaf clementines under the Süsse Susi brand, as well as seasonal persimmons and the entire stone fruit range in summer, have become established in recent years. "Our aim is to make the Süsse Susi brand known beyond southern Germany and to gradually expand the product range. However, the main focus will remain on the citrus sector, with which the brand is primarily associated."
Increasing fruit import challenges
In addition to the Spanish fruit range, the trading company has also increasingly focused on other products in recent years, such as flying mangoes from Peru and Orri clementines from Israel. "And with growing success," Krauter explains. "Ultimately, the success of a brand clearly depends on a consistent and uncompromising focus on quality. We try to implement this with the Süsse Susi brand, in the knowledge that we deal in natural products and that external factors, be it extreme weather conditions, water shortages or rising costs, constantly present us with new challenges. However, we are very happy to face these challenges and are generally very positive about the future."
Pictures: Wirth & Co GmbH Fruchtimport
For more information:
Rolf Krauter
Wirth & Co GmbH Fruchtimport
Großmarkt Stuttgart-
Tel: 0711 486048 0
Fax:: 0711 486048 58
[email protected]
diesuessesusi.de/marke/