"The campaign is going really well, although things are slowing down a bit at the moment due to two main reasons: the current weather in Central Europe and the end of the Naveline and Clementine campaigns to give way to the Navel Late in oranges and the Ortanique in clementines," explains Carlos Sancho, of Madremia S.L.
Madremia S.L. is a producer and exporter with great expertise in the fruit and vegetable sector. It is based in the town of Canals (Valencia), where mainly citrus is produced, and also in Aitona (Lerida), where the focus is on peaches, pears, apples, nectarines and other fruits.
At the moment the firm is distributing Salustiana, Navelina and Navel Late oranges. "We are just finishing the Salustiana and Navelina campaigns, which will close in early February, and this week we started with the Navel Late," he points out.
Regarding clementines, the Clemenules campaign will also end soon, in early February. The firm also offers the Clemenvilla and soon Ortanique exports will begin, as their harvest started yesterday.
The Valencian firm exports its citrus mainly to Germany, as well as Austria and the Netherlands, and to a lesser extend to the UK, Poland, Italy and United Arab Emirates, among others.
"Germany, where we ship mostly oranges, is our most important market, without a doubt. Lately, we are increasing our exports to Slovenia and the Czech Republic, especially of clementines, and also to Russia. The Russian market is a difficult one, as they are very strict in terms of quality, waste control and certifications, but it is also an interesting one if you manage to enter it," affirms Carlos Sancho.
Morocco and Greece are the main competitors in citrus and according to Carlos, Greece has better access to the European markets. "At the moment, European consumers prefer Greek citrus over Moroccan."
Madremia S.L. packs the citrus in two formats under the brand "Madremia", the most important one, and others like "Dosmi", "Leyenda" or "Gourmande".
"We use wood, plastic and cardboard in packaging. The market is becoming increasingly more demanding regarding the type of packaging, quality, calibres, etc., so we must be prepared for everything," explains Carlos.
In the current context of recession in Europe, it becomes harder to satisfy every link in the market chain, from grower to final consumer, so "we must work twice as hard to get everything to work properly."
Madremia S.L. will again attend Fruit Logistica in Berlin this year, which is the most important horticultural fair worldwide. "We have taken part in the fair for 14 years and we are always satisfied with the opportunities it brings."
You can visit them in Hall 11.2, stand A-02
For more information:
Carlos Sancho
José Luis Sancho
Madremia S.L.
T: 96 224 11 76
[email protected]
www.madremia.es
