The pace for sales of Portuguese Rocha pears is currently dependent on the size of the pear, says Tomás Ferreira, company director for Portuguese fruit exporter Granfer: "Rocha arrived on a market that was quite different from last year's. There were high stocks of summer fruits due to the late season, smaller quantities of fruit from the Northern Hemisphere, and several warm weeks. We're achieving the desired sales pace for larger fruits, although sales of smaller fruits have been slower. More small-sized Rocha pears will be available this year, so our commercial focus is on these sizes."
Overall production is just about the same as last year, Ferreira states, but there is a clear difference in availability for smaller or larger sizes. "In terms of volume, the Rocha pear production is very similar to last year, with an official increase of 1%, but it's different in terms of its qualitative characteristics. Due to the warm, dry summer, there are higher Brix levels and a significant percentage of 60 mm minus fruits. This naturally puts pressure on the availability of our larger sizes, so the market should defend the 60 mm+ sizes in particular, reflecting last year's cost increases. Focusing promotional actions on smaller calibers is also important."
© Granfer
Some growers have made a choice to harvest earlier, which, according to Ferreira, has been a gamble that might not pan out well for everyone: "Particularly the growers whose produce was harvested earlier, to avoid lower hardness levels, will have harvested smaller sizes. This may not have been the optimal decision, given that the harvest was two weeks later than usual this year. The growers who were able to keep the fruit until the end produced some of the best fruit of the last few seasons, with balanced sizes and amazing sweetness."
Despite just having had a slower month, Ferreira is confident that activity is picking up again as the holiday season nears. "The market tends to slow down in October, particularly in a warmer month like this year's, where we had warm summer nights well into the second half of the month. Though as the temperatures drop across Europe, pear stock levels fall in many countries and the holiday season approaches, there is definitely a shift in activity."
Ferreira emphasizes that the Rocha pear is doing well in several continents, but there is still ambition to grow the product even more: "Rocha has a strong presence in the three Atlantic continents: Europe, Africa, and the Americas. With the opening of new protocols with Asian countries and promotional efforts on this continent, we are also looking here for future developments. While prioritizing long-term partnerships, we would like to develop our niche in other new markets, particularly as clients recognize the universal appeal of our Rocha pear."
An exciting time is coming up for Granfer, Ferreira emphasizes, as the company will rebrand its image and has just released a premium line of Granfer Rocha pears. "Over the next few weeks, we will be working closely with our retail, wholesale, and HORECA partners to ensure that Rocha pear remains at the forefront of consumers' minds in the markets in which we operate. At Granfer, we're undergoing a complete rebrand of our image, focusing on our history of innovation, great flavours, and sustainable practices. While we will keep our main focus on the Rocha pear in our traditional markets, we will also be innovating."
"We have just released our premium Granfer Rocha line, which is ripe, ready, and tailored for markets that value a differentiated attribute. It's a farm-to-fork solution with great product presentation. This line represents our commitment to enhancing the Rocha pear experience beyond conventional channels. You can find out more on our website and socials," Ferreira concludes.
For more information:
Tomás Ferreira
Granfer
Tel: +351 910 200 993
Email: [email protected]
www.granfer.pt
