After the export ban on European fruit and vegetables to Russia, the member states had to look for new markets. More and more countries are slowly coming into sight that are possible destinations for Flemish apples and pears. According to Veerle van der Dypt of Fresh Trade Belgium, the market to replace Russia can mostly be found in Europe itself.
Due to the coarse skin in particular, the Conference pear is more difficult to sell in some parts of the world. Fresh Trade Belgium wants to convince people to buy the products through flavour.
Pears in China
Europe, including Belgium, has been looking at faraway destinations to export the top fruit to soften the blow from Russia. Belgium is trying to get a foot through the door in more and more countries. "We are busy working on new markets for the Belgian top fruit," says Veerle. "We have been active in China for a number of years and it is going better and better. We started a new promotion programme and notice that tasting the pear is particularly important. People have to get to know the fruit. The market has been open in China for a while, but it concerns a large market that we have to supply. With the European money we received for the promotion programme, we hope to achieve more in China and the rest of Asia."
Close to home
Although Veerle believes it is important to find faraway markets for top fruit, she says we shouldn't forget that Europe itself is a potential market out of which more can be gained. "We can still win in Europe with the pears in particular," Veerle continues. "Thanks to a pear campaign in Germany, we noticed it supported the sales of pears. Exporting large volumes to China is fun, but the internal sales in neighbouring countries to Belgium is much more important in the end. Faraway destinations are great in a year with a lot of supply. A lot of people in Europe still don't eat their recommended daily portions of fruit and vegetables. We can still gain a lot here."
America first
The Canadian market may be open to the Conference, but according to Veerle it remains a struggle. "We are working on export trials there, although the prospect is that we won't be supplying large volumes there. The market being open is one thing, finding a sales market is another. Because apples and pears are also grown in North America, it can be difficult to reach the market sometimes. The same goes for the United States. The project is running there, but president Donald Trump has caused everything to slow down. His America first mentality is causing them to focus more on their own products. Perhaps we will reach the market next year, we won't know until them. It isn't possible for now in any case."
Tasting pears
Belgium is also working with Brazil, India and Mexico when it comes to the export of top fruit. "The apples are already doing well in India," Veerle indicates. "The Brazilian market opened this summer. We are mainly investing in the flavour here. Because the Conference has a rough skin, people aren't always inclined to opt for this variety. This is why it's important to introduce the Brazilian to the Conference through flavour."
One European source
In Central America, Belgium is also sitting down with Mexico to discuss exporting top fruit there. Dutch pears are already allowed to be exported towards the country. According to Veerle Europe would benefit from operating as one Europe in the area of export of fruit and vegetables. "Mexico doesn't see Europe as a whole, they prefer to trade with the member states themselves," she says. "In such a case a member state continues the negotiations themselves and Europe doesn't count. We support a one Europe approach, as it makes you stronger in negotiations. This would prevent situations in which one country supplies fruit to a certain countries, but the other can't despite the fact that we are one Europe."
For more information:
Fresh Trade Belgium