Following an early start to the season, Moroccan mandarins have almost finished shipping to the U.S.--an earlier end than usual. "There is very little fruit, if any, coming from Morocco. Most of it has arrived and been shipped to the stores, so what's remaining will likely have quality issues because the fruit has such low acidity. The longevity is just not there," says John Lazopoulos, Jr., senior vice president, imports for The Fresh Wave / Consalo Family Farms®.
A fair number of retailers east of Chicago supported the import program from Morocco, but now the transition is underway to California for mandarins. California is in the last third of its season and shipping Tango, Murcott, and Golden Nugget mandarin varieties. "California has a lot of fruit left, and they're full of sugar. It's a great time to eat those varieties now. They are still picking to some degree, though a large majority is storage fruit," says Lazopoulos, Jr., adding that the state will likely ship until June 10-15. The Fresh Wave ships a private lable brand of mandarins, called Little Smoochies.
Peru starting too
At the same time, Peru is starting the production of its early varieties of Satsumas and Primsole. "These two varieties have come a long way, but they're not a very desirable variety for retailers, especially coming off of good Moroccan and California Murcotts," he says. "Peru is trying to capture some of the early market, but that won't happen until the latter part of June." After all, it is based on how much California will ship to the East Coast, how long it will ship, and how long the fruit will hold up coming from California.
Demand is good, though it's predicated on quality. "We're only as good as our last delivery because quality and taste are key," he says. "Retailers have gotten very progressive on pricing in stores–as low as $2.99 and as high as $6.99."
However, the current economic climate is spurring consumer uncertainty, and consumers are hesitant in their buying habits, which is influencing demand. "Consumers are unsure and asking–is it a want or need? They're buying staple items," says Lazopoulos, Jr. "With the increase in pricing all over, produce has maintained itself, though it's frustrating seeing lemons or limes being sold for .79-.89 cents each."
Consumers stay brand loyal
That said, mandarins have been moving well. California's good Dekopon citrus crop (a hybrid mandarin variety) meant a lot of promotions were in order. "It did take away from a lot of mandarin sales, but consumers revert back to the brand of choice that has historically delivered good quality," he adds.
Looking ahead, demand and pricing may be seeing some pressure, given that California still has plenty of fruit available. "They need to move this crop. The fruit doesn't have strong legs in terms of storage, so it has to move," comments Lazopoulos, Jr. "If the retail prices aren't aggressive and not adjusted to a lower level–$2.99-$4.99–movement will slow down even more."
Peruvian supply will also likely add pressure to both demand and pricing. "This next week after Easter will be historically slow in stores, and after that, hopefully we will get back on track with promotions and aggressive pricing," Lazopoulos, Jr. finishes.
For more information:
John Lazopoulos, Jr.,
Consalo Family Farms
Tel: +1 (856) 794-1408
[email protected]
www.consalofamilyfarms.com