BRAPEX, the Brazilian Association of Papaya Exporters, was formed in 2001 when six companies joined forces with the intention of developing the Brazilian papaya market.
Over the past two years, the member companies have worked to increase papaya production in Brazil, while enhancing quality and together they have begun to make inroads into the UK market.
This year a new marketing focus for the association sees the rolling out of a public relations campaign throughout Europe to promote its product.
Roberto Pacca do Amaral Júnior, president of Brapex and managing director of fresh fruit exporter Agra Produção e Exportaçào, views the UK market as important for Brazilian papaya exporters. He says: "The UK is marked by the presence of good buyers and a constant growth trend. However, we are sure that there is a lot of room to expand our participation in the UK fruit market.
"The UK is the second largest importer of Brazilian papaya, surpassed only by the US. Even though statistics show that the Netherlands is the main importer of Brazilian papayas, we take into consideration that most of the fruit that enters Europe via the Netherlands is redirected to Scandinavia, Germany and other neighbouring countries. Therefore, the amount of fruit that remains in the Netherlands domestic market is smaller than that exported to the US and UK."
Brazil is one of the three largest world producers of fruit and the largest producer of papaya. It grows 29 per cent of the world's papayas, followed by India with 24 per cent, Thailand with 8.8 per cent, Mexico with 7.4 per cent and Indonesia with 5.9 per cent. The country's total papaya production in 2002 amounted to 1.6 million tonnes. Exports of papaya represent a considerable proportion of total Brazilian fruit exports and volumes have been increasing year-on-year. From 1997 to 2003 papaya exports grew by 513 per cent from 7,800t to 40,000t a year. However, the volume exported is still very small when compared to total production - an average of 2.8 per cent during the last three years. Pacca do Amaral Júnior says: "We must make strong efforts in promoting the fruit and its nutritional and healthy characteristics, aiming not only at expanding existing markets but also at developing new ones."
The association is now focused on getting papaya to rival the success of mangoes in the UK and believes the fruit is well placed. Pacca do Amaral Júnior says: "The search for a more balanced and healthier diet is a worldwide trend, since the food we eat directly affects our health and is one of the key elements in the pathway to a better quality and longer life. Brazilian papaya is an excellent option - besides its unique tropical flavour it contains outstanding nutritional value."
Tropical fruit importer and marketer Wealmoor imports more than 4.5m kgs of papaya annually from Brapex members. The company's multiples manager Mark Horton believes papaya can operate alongside mangoes with greater success. "Papayas are outsold by mangoes at a ratio of 4:1. I do not see any reason why this cannot be reduced and our target is 2:1. Papaya has a great story to tell and is a great product, which is healthy, delicious and interesting."
Brapex believes there are other natural health benefits of the papaya. Pacca do Amaral Júnior explains: "It is naturally fat-free and an excellent source of dietary fibres, vitamins A, C and the B-compound, potassium, calcium and magnesium. It also contains an exclusive protein-cleaving enzyme, papain. This has a mild, soothing effect on the stomach and aids in protein digestion. For this reason, it is largely used to prevent and treat intestinal and digestive problems. Another feature of papain is that it reconditions the natural proteins that are present in the hair and skin."
Pacca do Amaral Júnior says that some researchers call papaya the "wonder fruit" due to its health benefits and nutritional values and among the native Indians, it is simply known as the magical health plant. These benefits can only enhance its appeal. "We are certain that there is room for all varieties of fruit in every country of the world," he says. "The consumption of mangoes and papaya is quite high in Brazil and we are certain this can be matched in other countries. It is important that consumers learn more about the outstanding qualities of papaya and we will continue working towards reaching such a goal."
Besides growing the appeal of papaya, efforts are being made to innovate and also improve quality. A new variety called Formosa, which can weigh up to 5kgs, and averages around 2kg, is available to the UK trade. A traditional papaya weighs around 450g.
To date, the giant papaya has been available only in local and ethnic markets. The new variety has been commercialised by Brapex member Caliman Agricola. Pacca do Amaral Júnior says that with the papaya's popularity rising, it is now part of the daily diet of thousands of people around the globe. He says: "Formosa may serve better a larger family, since it is larger than the Golden or Sunrise varieties."
Advancing technology is also important to the growth of the papaya market. Brapex member companies are responsible for 80 per cent of the total annual volume of Brazilian papaya exports. The key objectives of the organisation are to develop new technologies, to guarantee the best quality of the fruit and to expand productivity and export levels.
Some regions of the country, Espirito Santos, Bahia and Rio Grande do Norte, reach the highest productivity in the world. Pacca do Amaral Júnior says: "This is due to the level of technology applied to the growing and processing stages, as well as the favourable natural conditions such as the fertile soil, plenty of water and bright sunny days."
Heavy investments are being made in technological and scientific improvements in all areas including production, harvesting, processing and transportation. Another important area is land management. Pacca do Amaral Júnior explains: "Land management with proper environmental care is a must in our plantation areas, where papaya crops grow in harmony with the rich biodiversity of the surrounding protective native areas. The sector also contributes significantly to the social and economic development of the communities within its reach."
The whole chain of the quality control process is vital to ensure fruit arrives in perfect condition. "The first stage of the papaya's quality control process is the choice of seeds and seedling production," says Pacca do Amaral Júnior. "Pests and diseases are carefully controlled in plantation areas. A harvesting system that is 100 per cent manual guarantees the integrity and the preservation of the fruit's quality.
"This special care continues in the packhouse, where total hygiene is present in all stages of the system, from fruit-washing through selection, packing, palletization, storage in cold chambers and export control procedures. Comprehensive fruit testing is carried out in the laboratory and temperature is strictly controlled and maintained throughout the process. This includes during transport in order to preserve the quality of fruit until it reaches the customer."
One of the association's projects is focused on improving consumer protection via harmonisation of the maximum residue levels for pesticides used in papaya production. Pacca do Amaral Júnior says: "The results are also expected to reduce or even eliminate some export barriers to the European Union. Other projects underway include research to extend shelf life for papayas and better techniques and technology for sea transportation of the fruit. The need for better sea transportation technology is crucial as the existing methods do not meet our high standards.”
"Brapex companies also participate in the official Brazilian integrated production programme, whose main objective is to produce high quality fruit with a minimum use of chemical products, utilising technologies that are compatible with the environment.
"This programme also aims to generate jobs and higher incomes for growers, the reduction and eventual elimination of pollution sources derived from agricultural practices, and the maintenance and expansion of the economic, social and environmental responsibilities within the sector."
