An intensive review of the frost damage to Chilean summer citrus crops shows that estimated losses range from little or no damage to clementines and a maximum 10 per cent loss for navel orange, lemon and mandarin exports, according to a press release from the Chilean Fresh Fruit Association (CFFA).
Chile’s fresh citrus exports to the US were on course to rise by 10 per cent in volume this year, compared with 2010, indicated Juan Enrique Ortúzar, president of the Chilean Citrus Committee.
Despite the frost, however, seedless navels are still expected to lead the Chilean citrus exports to the US in volume terms during the June-October season.
Additionally, late mandarin volume, which was originally expected to increase nearly 10 per cent this season, is expected to remain similar to 2010.
Imported citrus can represent 30-40 per cent of category sales in the US during the summer months, according to the Perishables Group, whose recent data indicates that demand for citrus is on the upswing, with more growth projected this year.
As a result, the citrus category has become a staple offer in the fresh produce department, with imported fruit increasing retailers’ produce sales by closing the seasonal supply gaps.
In recognising the need to assure that only the finest quality fruit is scheduled for shipment to North America, the Chilean Citrus Committee has instituted a training programme to show growers and shippers how to inspect fruit for any frost damage.
According to the organisation, this programme has been very successful at monitoring export shipments to ensure that fruit easily passes customer inspections on arrival.
During the season, the association’s regional merchandisers will provide direct promotional support to retailers.
“CFFA is the only citrus exporter that provides `US` retail promotional and sales support materials, and the programme is expanding in 2011,” said Tom Tjerandsen, CFFA’s North American managing director.
Materials include a variety of merchandising tools to increase retailer sales such as point-of-sale (POS) resources and an online retailer training video with in-store best practices, moderated by retail produce expert Dick Spezzano.
