Initially, Serra Cardell transported his produce to the market in Palma by mule cart and he continued to expand his business locally over the following two decades.
During the 1940s, trade was restricted as the government had total control over potato volumes; farmers were obliged to deliver their crops to a government organisation, which distributed them to the markets and other outlets. However, in the 1950s the potato market was liberated improving trading conditions and a modern market, the Mercat de l’Olivar was built in Palma, where Serra Cardell bought his first stall, and soon after another. Within a few years he began to export potatoes to the UK.
Serra Cardell had met a group of exporters interested in buying produce from Sa Pobla, Majorca, and they offered to act as the intermediary between the two markets. Instead, the farmer started his own campaign and began to buy for himself. In order to do this, he realised he needed to understand the UK market and establish contacts there, so he sent his son, Juan Serra Serra, to work and study English in London. With the help of an Englishman, Percy Dalton, living in Palma, Serra Serra was introduced to the old Spitalfields market in London, where he worked for two to three years learning about the trading opportunities the UK wholesale markets offered. Thanks to his son’s contacts, Serra Cardell carried out his first export campaign in 1955, exporting 150 tonnes of produce. Today, the company, under chairman Juan Serra Serra, moves approximately 250t a day.
Only four to five potato exporters operate from Majorca now and Viuda dí Antoni Serra is the longest operating. The company bases its activities in two locations in Majorca: headquarters based in the Sa Pobla industrial estate on 10,000sqm premises and distribution facilities in Mercapalma wholesale market, which includes six stalls and cool rooms.
In the 1990s, new and extra early varieties were strongly pushed to cover the needs of the UK market. Currently 5,000-7,000t is sent directly to pre-packers and the wholesale market, in large bags or 20kg sacks. In March 2000, the company inaugurated new facilities in the La Villeta industrial estate. Serra says: “It could not be a better way of showing the potential of the new equipment for exporting potatoes to the UK. The work takes half the time and production capacity is 25-30t an hour. Produce can be graded into five different sizes simultaneously, and different sizes and formats of potatoes can be packaged at the same time. A complete change to our modus operandi has been brought about by the installation of conservation and storage buildings, with a capacity for up to 800-1,200kg boxes. This prevents the produce from disease, greening or rotting. We have increased our packaging capabilities to the point that we can deliver any format wanted by the client.
“With the new pallet system, goods are placed on pallets automatically by means of a computerised system in which it is only necessary to key in the number of sacks, which are then put on the pallet. Lastly, we have also built a cool room for frozen products, with a system of moving shelves. It has a capacity of 900 pallets, distributed on three levels, which change position using electronic equipment. This allows maximum use of the space and maintains the produce in excellent condition.”
Of the volumes sent to the UK, 60-70 per cent are distributed to pre-packers or the supermarkets - eventually supplying Asda and Morrisons. Sendings have gradually increased each year, though volumes are demand-driven. Seed is imported from the UK to grow Maris Peer and Maris Bard for the market, planted at the end of October. The supply programme is determined in January/February, and distribution is during March, April and May.
“Last season was extremely good for us because of the good growing conditions, resulting in high quality despite the rain during lifting which made the supply irregular,” says Serra. “Every year we try to increase the quantities grown- our agronomists are involved with field preparations and with the crops throughout the season. They also try to help the local farmers with their UK specific production. We have joint-ventures with approximately 100 farmers for dedicated growth.”
Other varieties are grown for export to other EU markets when the UK season finishes - yellow flesh varieties are preferred by Germany and France. “ We use seeds of the varieties most appreciated in their countries of destination, such as Maris Peer, Pentland, Marfona and Mona Lisa, which, together with the climate and water of the area, are ideal products. Though the UK takes the largest tonnage and offers us the best trading value.”
The potato prices received for last season’s crop were on average satisfactory, says Serra, though next year production costs will likely increase by up to 10 per cent and it may be necessary to adjust prices to cover the rising costs.
The company continues to establish its foreign contacts with wholesale markets and multiples. “We would like to present good quality rather than only increase quantities. We meet all the necessary quality standards - we comply with both EurepGAP and ISO9000 standards. We have our own marketing team and we are looking at increasing our market share in other EU countries such as Denmark, Sweden and Austria,” says Serra.
“For the Spanish market, we grow white flesh potatoes, as well as supply prepared produced such as peeled, cut and frozen. During the tourist season, we supply yellow flesh potatoes to restaurants, hotels, supermarkets and caterers with a wider range of varieties to accommodate the large number of UK and European tourists. This crop has increased though it is not as big as our UK exports.
“Viuda d’Antoni Serra has become Majorca’s most senior company in the produce export market. We have broadened contacts with the wholesale markets and each year get better contracts with the best supermarkets. Transportation has undergone a considerable change, moving from ships - which took eight days to load, eight to arrive at the destination and five more to unload - to refrigerated lorries delivering potatoes to the UK in just 72 hours. Even though this mode of transportation is more costly, it is more convenient, making the business more reactive and allowing farmers to see exactly how we deal with their produce.
“Since 1932 the company has built a presence in the Majorcan economy and has earned an important place among Balearic industries.”
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