Brazilian apples expanding to India, Russia and Middle East

The Brazilian Grupo Fischer was created in 1932 by the German Carl Fischer, but only started expanding exponentially from the 1960’s with the construction of Citrosuco’s juice processing plant.

The Citrosuco division, devoted to the production of orange juice, introduced the means for offshore transportation, and in 1985 it started working also with apples in Fraiburgo, Santa Catarina. Today the group is formed by both the orange juice and apple production segments.

The Apple Businesses currently owns around 2,500 hectares of apple plantations, almost 3,000 hectares of pines (for wood extraction); it produces about 1,200 tonnes of kiwis per year and another part is devoted to seeds, soya beans, corn, etc., although apples are the core of the business.

Fischer’s apple production reaches 150,000 tonnes per year; 60% Gala and 40% Fuji. “We believe that the Royal Gala in our country is the best in the world, not only in terms of colour, but also flavour. When it comes to Fuji, it has a good colour and flavour as well, although the shape is flat. explains Wilson Passos, commercial manager of Fischer.

80% of the fruit (both Gala and Fuji) is distributed in the domestic market and 20% is exported, mostly to Europe (Finland, Sweden, Denmark, the UK, the Netherlands and Germany) and the Middle East. Wilson affirms that “we are also trying to expand to India and Russia for next year.”

Winnie Hsia , export analist, adds that “we already had some business with Russia six years ago, and it is not an easy market, as they demand cheaper fruit and big sizes. We also ask for advanced payment of 90% of the costs.” Rafael Negrini says that we are working with a government agency APEX to find potential importers. We are also going to Moscow’s next fair in September.”

One of Fischer’s most noteworthy aspects in terms of marketing is its brand “Turma da Monica” (Monica’s gang), based on a famous character in Brazil. “We have had this brand for 20 years, and its main principle is to promote fruit consumption amongst children. All the small-sized Cat-1 fruit ranging between 150 and 216 goes directly to this brand,” affirms Wilson.

Las Manzanas "Turma da Monica"

Despite being targeted at children, the brand has however become famous amongst other segments, mainly because “the fruit is smaller and suitable for a snack and it has a great sweet taste; it can also be easily stored in the refrigerator,” explains Rafael.

Wilson assures that Fischer is also constantly in touch with consumers by means of a phone number, which they can use to report problems or give suggestions. “We also frequently conduct market researches in collaboration with supermarkets when we introduce new varieties, and this is another way to be in contact with the market.”

“We are always working in the development of new varieties to improve aspects such as colour, reducing the application of agricultural pesticides, improving their resistance to pests and increasing their shelf life,” affirms Wilson.

Fischer also makes great efforts in terms of traceability, which is enforced for the entire production. Wilson assures that “we also strive to meet the requirements for every certification that our clients demand, including Global G.A.P., BRC or HACCP and the enforcement of good practices in both packing houses and plantations.” Rafael adds that “Fischer is really oriented towards sustainability and reducing waste, inspecting all processes from harvest to final sale, including sorting and transport.”
In terms of future plans, Fischer is currently researching new clones in an effort to expand its range of varieties, focusing on Royal Gala apples, aiming to increase its market share by 20-30%, both domestically and internationally and to cover the growing demand from its clients.

“Russia and India are promising markets for us in this direction. We already have a good relationship with a company in India, but the problem in that market is that there is a need of more clarity about what to include in the phytosanitary certification, as there are numerous rules in place to protect the domestic production, ” explains Wilson.

Rafael adds that “we have asked the Brazilian authorities to negotiate to make the process easier. Last season we were not able to get the necessary certifications, but next year we expect to be able to enter the Indian market.”

“Fischer’s main philosophy is to always deliver what was committed with our customers,” concludes the commercial manager.