The Turkish apple season could take full advantage of the lower European production this year. Even though the Turks will also harvest less apples, their market share could increase a lot. Poland was one of the main competitors last season thanks to give-away prices, but one Turkish exporter feels this season has the potential for them to come out ahead.
After a pretty tough season last year, this season could be a winner for Turkish apple exporters. Despite the fact that Turkish apple exporter Demir Fresh Fruits (DFF) expects ten to fifteen per cent less production this year, there are a lot of opportunities, claims Alper Kerim, owner of DFF. “Poland is a big producer of apples in the European market. Last year they had a huge production, which gave us a hard time to match their prices. Poland had a huge stock available and was basically giving away apples for nothing except the transportation costs. This year they are having some issues and the production will be significantly lower. This is positive for us, especially in the Indian market where they are one of our biggest rivals.”
Besides the challenge of meeting demand in terms of quantity, Kerim feels this could be the season to get a foothold in some Asian countries, including China. “India, Russia and Gulf countries are the most important markets for us, traditionally. However this season we will shift our focus towards Asian markets. Naturally, China is a big market and so it is a very interesting opportunity for us. Our quality is good enough for the Chinese market, but the Polish their huge production was the barrier in front of us. As such we’re now looking for a reliable partner or distributor who could help get our brand on the Chinese market. Turkish apples have a very unique flavor compared to other origins and we hope the Chinese will try it.”
The Turkish exporter cultivates different varieties, that will have a higher price than last season, says Kerim. “We’re about to start with the Gala varieties, after which we’ll be able to supply Red Delicious, Granny Smith, Golden Delicious, and Fuji. First up are the Galas and we are very confident about them, the colorization and pressure is on the highest level. The prices will be higher though, we expect an increase of approximately 20 to 25 per cent compared to last year. This has everything to do with the increased production costs and the lower production this year. The main reason has nothing to do with Turkey however, as there will simply be less apples available in Europe. This should have an effect on all markets.”
To get ahead of the competition, Kerim feels exporters should start a program with their clients. “Creating a weekly program and fixing the price for the entire season is how importers can win the season. I’m very confident we are heading towards a successful season, as our quality is improving every year. Thinking ahead, I feel the season after the current one will be a crucial one for Turkish apple exporters. There will be more harvest and better packing possibilities. On top of that the location of Turkey means the longest travel time is 23 days if we transport by sea. This geographical advantage is very important for buyers and we want to use it to claim our share in the world apple market.”
For more information:
Alper Kerim
Demir Fresh Fruits (DFF)
Tel: +90 532 514 2080
Email: [email protected]
www.dff.com.tr
