rganisation was set up in 1984 and specialises in the cultivation and post harvest handling of mango and pomegranate. Their produce is sold both domestically and in the international marketplace.Each year the organisation ships around 6,000 tonnes of mango to European markets. This year looks set to be a satisfactory year, but could higher figures than this be achievable?
CEO and Marketing Manager, Guy Shoham, has been explaining that current market trends are forcing Israeli mango producers to switch to newer varieties. The varieties most often grown in the country currently, Kent and Keitt, are well known for their excellent quality, sweetness and flavour, but this is not always enough to impress the modern consumer. Because, while they taste good, the consumer often buys with their eyes and what they want to see, when it comes to mangoes, is plenty of blush.
Guy says, "In Israel we are switching varieties more and more. Shelly and Kasturi are being planted more often now.
This does not necessarily mean the end of the road for the current varieties, as Guy explains. "Kent will not be replaced as it has so many good qualities, such as very high sugar, very good taste and very good texture. I think it will stay forever.
"As for Keitt, it's a matter of finding something to replace it. I think that if a suitable alternative becomes available then it will eventually disappear."
He says, however, that sales, which might have been expected to drop, have been steady so far.
"The problem is not really about the sales, but about the fact that the potential of the market is not being fulfilled by the current varieties. Right now we are selling a lot of Keitt, but this is because there is virtually nothing else available. if we had better varieties we could sell more. So the question is not about avoiding falling sales, but about how we can generate more sales."
The new varieties are on the way, guy says that already Shelley and Kasturi are in production and, each year there is more fruit available, but, he says, it will be another 3-4 years, but the production reaches its premium and the potential of the market can be fulfilled.
For more information:
Guy Shoham
Shohams
Tel: +972 52 378 76 64
[email protected]
www.mashoham.com