"The aim is for Persimon to become more widely known in Spain"

The new harvest season has just started in the Ribera del Xúquer, the inland region of the province of Valencia, where most of the country's plantations are located. There, little by little, Persimons have been gaining ground on citrus. The orange, mandarin and lemon acreage in Valencia has dropped from 188,650 hectares in 2008 to 151,240, which is 20 percent less, and that acreage is now mostly devoted to the cultivation of Persimon. The lack of profitability has been the main cause for this. Persimon growers receive prices at origin, ranging between 40 and 50 cents per kilo, compared to the 15 cents paid for oranges.

This factor, together with the international demand and promotion of the Designation of Origin, Ribera del Xúquer, has led to changes in the marketing of Persimon. While in 2004 it was a fruit merely for self-consumption, with just 2,280 hectares planted, it now exceeds 15,000 hectares; an increase of 600 percent.

As regards the production, the data are equally encouraging. While 20,000 tonnes were marketed a decade ago, last season this figure stood at 220,000 tonnes. Estimates also point to a production exceeding 650,000 tonnes by 2020. The Rojo brillante variety, best known by its trademark Persimon, has secured a firm foothold in the international market, where 80 percent of the domestic production is sold.

"We export to 54 countries, mainly to Germany, France and Italy, but also to others, such as Saudi Arabia," highlights Cirilo Arnandis, president of the Designation of Origin, Ribera del Xúquer. The big challenge for this campaign is to open new markets, but the main focus is going to be the attempt to take over the domestic market. "We have a leading product, but it is little known in our own country, so we will strengthen its promotion," he adds, using Leo Messi as an example. "If Messi had stayed in his hometown, nobody would know him now."

The marketing agency which reached agreements with companies like Albal or Tiritas®, which made their brand name become associated with the product category, just like Persimon, has launched an original marketing campaign under the slogan 'Marcas que marcan' (Brands that leave a mark). They also plan to promote the health benefits of this autumn fruit, rich in vitamins and fiber, ideal for people with hypertension, cholesterol or suffering fluid retention.

"It is true that kakis are little known in the rest of Spain," acknowledged sources from the Cooperative Canso de L'Alcudia, which has already started working with the first tonnes of kakis of the season, providing employment to about 2,000 people. In total, it is estimated that by late January, when the harvest will come to an end, a total of between 18,000 and 20,000 direct jobs will be generated. "Kakis have gone from being an unknown fruit to becoming one of the great hopes for Valencian agriculture," pointed out Ximo Puig, president of the Government of Valencia, during the official presentation at the start of the harvest campaign, held on 10 October in L'Alcudia.

All the news is positive for this sweet fruit, which has a similar texture and hardness as peaches, can be easily peeled with a knife, has a striking colour and no seeds, and which can be purchased almost anywhere in the country, both in supermarkets and greengrocers. Perhaps the only problem it faces, besides it being unknown by the consumer, is that there is only one variety -a big risk for the future, were it to be affected by a pest. To combat this, the Designation of Origin Ribera del Xúquer, is working in partnership with the Valencian Institute of Agricultural Research (IVIA), a body which just granted them its annual award.

"We are working on a study focused on varietal diversification in case it becomes necessary at some point. We need to look for alternatives in time," explains its director Enrique Moltó.

The research is going further, looking also to introduce natural enemies to guarantee more environmentally-friendly treatments.

Producers, cooperatives, institutions and agencies are working together to keep the system running, although they are aware that the key is to boost the market demand, hence the importance of promoting the fruit and its properties. As highlighted by Cirilo Arnandis, "when the fruit enters a home, it is there to stay." For now, Persimon kakis are still knocking at the door.