"There is an interesting gap for Smith pomegranates in September"

L'Agües&Yagua was founded by two experienced agricultural producers, Miguel Camarelles and José Bellver, who decided to introduce emerging crops as an alternative to Valencia's traditional citrus sector, which has been in recession for years. In this sense, and after studying the needs of the European markets, they found interesting niches in the cultivation of pomegranates, avocados and kakis, which are perfectly suited to Valencia's weather conditions, "thus taking advantage of new business opportunities," states Bellver.

Regarding the ​​production of pomegranates, Bellver affirms that "we plan to focus on deep red varieties (both on the outside and the inside), such as the Smith and the Wonderful, as that is what the European markets are demanding. We also believe that European consumers tend to prefer the semi-sour flavours of these varieties, compared with the sweetness of the Mollar, which is more popular in Spain. Consequently, we diversify with each variety taking into account the different tastes of national or international consumers. The Smith is shipped to France, the Acco to the UK, and the Valencia variety goes to the domestic market."

In the words of Miguel Camarelles, "we have found an interesting market gap for the export of Smith pomegranates in September, as their harvest takes place earlier than that of the Wonderful and their characteristics are similar, although we have also wanted to wait a bit longer for the fruit's Brix and acidity levels to reach optimal levels and ensure it reaches consumers in an excellent condition."

As Miguel Camarelles explains, "the production of Smith pomegranates is greatly limited, since it is a North American variety protected by royalties, known in the United States as Angel Red. Its distribution is subject to strict controls and very few producers worldwide have it. We can say that we are privileged to have the Smith variety. It will, without a doubt, be our flagship variety."

L'Agües&Yagua's planning when it comes to crops and varieties will allow it to supply pomegranates from late August to May, offering continuity to its clients. "This, combined with a continued focus on technical and technological infrastructure, makes it possible to store the fruit in perfect condition until it reaches the consumer," explains Miguel Camarelles.

The company has a very clear strategy focused on internationalization. "We aim to export 90% of our pomegranates. We are looking for customers in Europe and are interested in the UK, Switzerland, Scandinavia, Germany, France, the Netherlands, etc. We want to focus on the premium market under the umbrella of our brand Lyfruits, building a good reputation and offering high added value," explains Camarelles.