"In Spain, work in the field is necessary in order to meet the demands of the Asian market. The Asian consumer is susceptible to sour tastes and demands firm fruit. In the case of oranges, firmness is extremely important. If the fruit softens during transport, the pieces will be rejected upon arrival," says Juan Carlos Martínez, of The Natural Hand.
"For demanding markets, such as China, the selection of varieties adapted to consumer tastes and the optimization of the logistics processes are the key. The Asian market does not give you any other option, the fruit must arrive in perfect condition. For example, in the case of oranges, the fruit cannot withstand temperatures that are too low," says Juan Carlos Martínez.
The Valencian company devotes 80% of its production exclusively to overseas markets. Its usual destinations are Hong Kong, Singapore, Malaysia or China. It is specialized in Rojo Brillante kakis and its brand is a staple name in Asia. "This fruit naturally produces a white veil on its surface that protects it from the sun and external agents. Our kakis reach the consumer with their natural veil intact; that way, we don't need to use artificial polishing. The fruit keeps itself in optimal conditions until its consumption," explains Juan Carlos Martínez.
"The Asian market appreciates Spanish fruit, and the demand for it is on the rise. Asia demands Spanish fruit, and the Rojo Brillante kaki is popular. But trying to meet this demand and its high standards doesn't always go hand in hand with phytosanitary conditions," he says.
"Work in the field is essential to obtain optimal results. In the case of the Spanish orange, the varieties Lane Late, Navel Powell and Shirley are suitable and demanded in the Chinese market. A high Brix is important for the Asian consumer; however, too high a Brix shortens the shelf life. Choosing the right harvesting time is the key, so you need to be extremely accurate when doing so," says Juan Carlos Martínez.
The Natural Hand is the only exporter of El Abuelo-branded melons. "Reaching the Hong Kong market with a sweet melon in optimal conditions that was ready to be placed on the shelves was a challenge," he says. "Competing with Chile is also a challenge. Chilean fruit arrives in Asia in optimal conditions, and that makes competing difficult for European products. The Spanish varieties have focused on the European market; they cannot withstand being shipped to distant overseas destinations," he says.
"With the right R & D, Spain could produce and export melons that would arrive under the same conditions as the Chilean. The fruit's shipment takes between 30 and 35 days. It is essential to choose the right variety that arrives at destination in optimal conditions. Also, as has often been said, there is a lack of varietal research aimed at obtaining a product adapted to post-harvest conditions," says Juan Carlos.
The Natural Hand is a producer, packer and exporter specialized in Rojo Brillante kakis, as well as a pioneer in shipping to long distance markets. It also produces and exports citrus fruits, pomegranates and melons.
For more information:
Juan Carlos Martínez
The Natural Hand
Hort de Calafre, 6
46470 Albal, Valencia. Spain
T: +34960046320
info@thenaturalhand.com
www.thenaturalhand.com