The last few years have seen a downturn for Israeli red grapefruit; both prices and demand in Europe have been low and the lower exchange rate of the Euro has cut into profits. The Russian market has also decreased significantly due to the economic situation in the country and the drastic drop of the Ruble.
With those destinations struggling, the focus of the exports has shifted to other regions, of which East Asia has been most prominent. The vast majority of the fruit sent to that region is going to Japan, South Korea, and China. Israeli exporters have been sending grapefruit to China for many years, but the quantities of fruit sent there have doubled, while Japan and South Korea only began receiving exports in recent years but are already reaching large quantities.
These increases have been achieved despite many logistical and regulatory hurdles. Growers and exporters have worked together with the Israeli Citrus Council to register plots that are designated for the East Asian market, including the requisite testing and licensing. Additionally, Israeli companies have made their presence known in conferences and expos in Asia to develop relationships with importers.
Zvi Alon, the CEO of the Israeli Plants Council, which includes the Citrus Council, has stated that his company is making assisting exporters in these markets a top priority. "The council is investing heavily in the research and development, especially in the citrus industry. This is critical to the continued growth of the sector and the development of new markets like the Far East. We intend to continue pushing the trend of recent years and doing what we can to support Israeli citrus exporters."