With two months of the season left, the Israeli mandarin is seeing volumes exceed those recorded in 2024
Israel’s Orri Jaffa mandarin brand has experienced a “successful marketing season” so far.
For the first three months of the season, quantities sold exceeded those of 2024, according to a statement from Roni Nakar, CEO of the Plants Production and Marketing Board (PPMB) of Israel’s Citrus Division.
”The Orri Jaffa season will continue at least through May,” Nakar outlined. ”This exceptionally juicy mandarin, known for its distinct sweet taste and other high-quality attributes, has garnered significant interest this winter.
”Early in the season, we saw consumers eagerly seeking Orri Jaffa after previous experiences with the brand.”
Brand recognition and a loyal customer base had encouraged chain stores and multiples to allocate ”significant” shelf space to meet consumer demand, he noted, with Orri Jaffa from Israel available in major retail chains and high-street stores.
In Europe, key markets included France, as well as ”notable demand” in Germany, Switzerland, and the UK.
The brand had also gained popularity in Canada and the US, he confirmed.
”Despite the longer journey, strict cold treatment regulation ensures high-quality fruit reaches various destinations across the continent,” Nakar commented. “Some retailers secured supply with preplanned promotions and activities.”
This season’s fruit has been characterised by large and medium sizes, allowing for wide distribution across various outlets and meeting most consumers preferences.
Prices had aligned with demand, Nakar said, although growers had faced challenges due to the low exchange rates of the euro and US dollar compared to growing expenses.
”Both growers and packing houses prioritise export markets and are committed to delivering the best fruit to consumers worldwide,” he added.
”With half of the season still to go, there’s plenty of opportunities for everyone to enjoy Orri Jaffa mandarins.”
