The combined force of Mehadrin and Tnuport in their first season under the new corporate identity of Mehadrin Tnuport Marketing will benefit the UK grapefruit market this Easter. The company told the Journal it will be giving the UK priority in the run up to the holidays by targeting a large proportion of its Marsh Seedless and Sunrise crops at the UK supermarket trade. At least half of the available Marsh crop will come to the UK and a substantial proportion of Sunrise.

'Jaffa Marsh Seedless is reaching its best quality right now,' said Mehadrin Tunuport Marketing md in the UK Dov Warmen. The high juice and sugar content balanced with the right level of acidity are a result of growing conditions in Israel which have been ideal for the fruit this season.

Supplies of both varieties should be available until the end of May when southern hemisphere sources take over. Jaffa's marketing window is also enhanced by dwindling supplies from other Mediterranean sources.

Mehadrin Tnuport has produced 260,000tonnes of Jaffa-branded fruit this season, almost half of which is exported. The UK remains a key market taking 40,000t of that volume.

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