New inspiration needed to boost citrus sales, says Dutch buyer

Gijsbert, what trends do you see in the European citrus market?

Gijsbert van Leeuwen: Grapefruit demand is declining in Europe, and table orange sales are stable, but we still see increased sales of easy-peeler late mandarins – the stronger, better varieties like Nadorcott, Tango, and Orri.

Nowadays, a lot of people want convenience. Easy peelers are convenient. Juice oranges to press are convenient. But something to peel, like a grapefruit or a table orange, after you peel that piece of fruit, you need to wash your hands. People are in a hurry, so they choose the more convenient type of product.

What can be done to improve sales of oranges and grapefruit?

GvL: We need to find alternative ways to sell certain varieties. There is strong demand for grapefruit in China, where they use it mostly for juicing. Juice factories in Europe also add some grapefruit to certain juices. That is a different type of consumption, and I think this is where we can boost sales and create demand.

What changes have you seen in terms of where Europe sources its citrus from?

GvL: Eastern European countries still rely heavily on Turkey and Greece, while Spain, France and northern Europe go for Spanish product. Egypt is in the same window, Morocco is in the same window. People don’t really look for different origins, because I think it just comes down to availability.

During covid and afterwards, we saw supply chain disruption, bad weather, and poor availability. I think we should be more open, to make sure there is product on the shelves, rather than only allowing oranges from this country, or only allowing this size. We need a little bit more flexibility to make sure retailers have fruit on the shelves.

Looking ahead to the Mediterranean season, what prospects do you see for growth in the markets you supply?

GvL: Quality and taste are what ensures repeat purchases, so we need to keep those levels consistent. This season, Spain should have enough mandarins available. Not an oversupply, but definitely not an undersupply. Then Egypt seems to have endless availability, and Morocco expects a bigger crop of late mandarins after quite a heavy drop in the past two seasons. So in February, I think bigger supply will create a little imbalance in supply and demand. So we need more marketing, to make the right promotional plan well in advance.

What about for Olympic itself? What will be the company’s focus for the season ahead?

GvL: We are more focused on propositions, brands, and products. For example, we are working to offer weekly arrivals of high-quality limes from Brazil under one brand. We also do it on mandarins, so people can trust what they buy, not just to see what they get.