Axarfruit already exports to almost all countries of central and northern Europe. 95% of its production in 2014, around five million kilos of mangoes, avocados, lemons, grapefruit and mandarins, all organic except for one lemon provider, was consumed in Europe. In 2015, the company expects to reach ten million kilos. "But if we only do eight, those eight must be good," stresses manager Álvaro Martínez.
Martínez says that they currently receive more demand for fruit than they can cover. The fruit remains in storage for up to four days at most. "Our job is currently more focused on organising than on storing."
Extenda, the Trade Promotion Agency of Andalusia, has selected Axarfruit as a runner-up for the Alas awards in recognition for the rapid growth of its exports. However, both marketing director as manager insist that good quality is better than large volumes; more so in the company's case, as it is focused on the production of organic fruit to international markets. "Entering a market is difficult. You must overcome obstacles, and when you get there, 500 have arrived before you. You must offer customers something unique," explains Martínez. Having certificates ascertaining compliance with quality standards or organic production processes is the key; "they act as your cover letter."
The main client is Europe. In Austria, France, Germany, Belgium and Denmark organic products are appreciated and good prices are paid. And Spanish produce, which in the case of tropical fruit comes almost exclusively from Malaga, is also appreciated, because it arrives fresh. Data from the Andalusian Government reveals that fruit represents around 10% of the value of the province's exports, and the continued growth of its mango and avocado production has had plenty to do with this.
With the mango season already finished in Axarquia (over 20 million kilos in 2014, according to agricultural organisations), Axarfruit has started importing it from Peru and Ecuador, although according to Martínez, a product that has been shipped by boat for more than twenty days is incomparable with another "that reaches Germany in just 3 or 4 days after being harvested at its optimum levels of ripeness, colouring, sugar, etc." Air transport is also possible, but it is expensive. That is the competitive advantage of Spanish fruit in Europe.
Strong exports of organic products also have a downside: the low demand in Spain, for which there are no changes in sight. Mentality and prices are at the root of this problem, according to Calvo. "If you want to purchase a kilo of oranges and you can pay 30 cents instead of 80/90 cents, you will pay 30 cents, even if it contains pesticides." For Axarfruit, there is no argument possible and they expect their production to be 100% organic in the short term. "Growers also say that switching to organic is going back to basics, to obtain tomatoes with a flavour comparable to those grown 50 years ago."
Axarfruit was created with the goal of marketing organic produce and doing away with intermediaries, thereby preventing market prices from being up to four times higher than prices at origin. Now the firm is both a producer and marketer. "The most important thing is not to sell, but to have fruit to sell. If you don't look after the grower, you won't have fruit to sell."
Source: eldiario.es
