The 'Einat' citrus variety, commercially known as Redson is at the beginning of a new season. Characterized by a unique flavor profile with low sourness, moderate sweetness, and fruitiness, and high bitterness, this variety was ranked first in consumer preference tests among different bitter citrus fruits, including pomelo, grapefruit, and Oroblanco.
While volumes remain similar to last year, exporters are focusing on strengthening retail programs and balancing supply with demand.
Stable production outlook
"The Einat, also known as Redson, volume is expected to be in line with the previous season," says Ziv. "The total planted area has remained practically unchanged. Some of the orchards are still relatively young, so yields might improve slightly, but in recent years growers already struggled to market their full crop."
That balance between production and sales remains a key issue for the Einat variety. Although the fruit has proven agronomically reliable, market development has taken longer than expected.
Main demand from Europe
Especially Germany and the Netherlands continue to drive demand. "Over the last few years we've introduced Einat in different markets and explored different segments," Ziv explains. "We've seen interest from Eastern Europe, Italy, Spain and some East Asian markets, but so far this has mostly resulted in initial inquiries rather than firm programs."
The breakthrough came when BeFresh managed to secure stable listings with a major retailer and a few wholesalers. "Special recognition must go to EDEKA, who showed real willingness to innovate and explore new products," Ziv continues. "They started with a small test program in select stores. After it proved successful, they expanded it into a full program the following season. This year Einat will once again be available at EDEKA stores, and we're hopeful the fruit will be well received so we can continue and expand the program."
Grower's perspective
Despite the fruit's technical advantages, no new plantings are being made at the moment. "The Einat can be a grower-friendly variety," Ziv notes. "It can reach high yields without requiring extensive investment beyond normal citrus production costs. It also adapts very well to Israeli growing conditions."
The marketing side however remains challenging. "Even with a relatively small planted area, production still exceeds current market demand, for both export and the local market. If that doesn't change in the near future, some growers may begin cutting Einat orchards. It would be unfortunate, because the variety has strong potential.
Harvest window and quality retention
The Einat harvest starts in early October and can extend through January. Most of the crop is harvested during October and November and stored under cold conditions. "If harvested properly, Einat has a remarkably long shelf life," says Ziv. "It can be marketed until February and even beyond, depending on storage and handling."
"It takes time to build awareness and trust for a new citrus variety," Ziv concludes. "But the quality, color, and taste speak for themselves. We're optimistic that as more consumers discover it, the market will naturally grow."
For more information:
Saar Ziv
BeFresh Europe
Tel: +972 4 619 1736
[email protected]
