After a slow start to the season, this season's first significant shipments of South African Sharonfruit are due to arrive in Europe this weekend (week 21), signalling the start of what could be a record export season.
Industry figures suggest that the 2009 crop could surpass 10,000 tonnes for the first time, helping push export volumes towards 7,500 tonnes.
'The season was a couple of weeks late, but now packing is in full swing,' said Meir Ben-Artzy of Mor Group. 'Despite the economic climate, we are defying the odds with good demand from not only the traditional markets but also from new ones such as the Middle East, Russia and new outlets in the Far East. We are under pressure to supply major chain stores in Europe and at the start of the season we had to airfreight fruit for UK and Scandinavian retailers.'
Mr Ben-Artzy recently visited growers in South Africa to discuss plans for the season, with expansion into these new markets high on the agenda. While western Europe remains a core marketing area, sales in the Far East and Middle East are expected to grow significantly in the future.
'We are also still hoping to get entry into the US market, as well as Japan, who will in future be major consumers of Sharonfruit,' he added.
Serving special customer needs is important if the export business is to grow, Mr Ben-Artzy said, with the industry packing according to the demands of each market, and also co-branding alongside some of its key customers.
'We have a reliable distribution infrastructure which allows us to deliver fresh supplies weekly to the market,' he explained. 'GlobalGAP certification achieved by our suppliers enables us to meet the highest standards in all our markets, including European, Japanese and United States Department of Agricultural requirements.'
Major promotional activities are planned for June and July to back up the South African season both domestically and in export markets, according to Mr Ben-Artzy. 'We really have a super quality product compared with other persimmonvarieties. the fruit is sweet and seedless and has a long shelf-life,' he noted.
