SORMA HOMES IN ON KIWIFRUIT
Based in Cesena in the heart of Italian fruit-growing country, the Sorma group is renowned as a world leader in packaging and packaging machinery for a range of fresh produce lines.
In recent seasons the company has turned its attention to kiwifruit with solutions specially aimed at protecting the delicate fruit.
“Three years ago it developed Lunapack, a new pack which, although already used for several other fresh produce lines, has also proved to be very suitable for kiwifruit,” Netpack’s Rita Biserni told the Journal. “It has the additional advantage that, unlike more traditional packaging solutions for kiwifruit, it livens up the pack and allows space for communication of a brand or promotional message to consumers.”
Netpack has developed the packaging using extruded net with two film bands which seal the pack and have the additional benefit of serving as carry-handles. “Simply by lengthening or shortening the film’s dimensions, it is possible to accommodate different volumes of fruit,” said Biserni. Several different combinations are available to customers in terms of both the net packaging itself, and printing options.
Netpack’s packaging machine also handles the product with extreme care avoiding any possible damage to such a delicate fruit.
PRIM’ AND PROPERLY DONE
“Kiwifruit consumption is increasing around the world as consumers are becoming aware of the health and nutritional benefits that kiwifruit offers,” says Prim’land export manager Jean-Baptiste Pinel.
Prim’land was founded in 1995 by four commercial fresh fruit and vegetable co-operatives in the Landes region in France. The company mainly focuses on kiwifruit, growing the ubiquitous Hayward variety under the Oscar commercial brand.
The majority of the kiwifruit production is concentrated in the Adour valley. This area of south-west France provides excellent growing condition for kiwifruit - ideal coastal climate and deep alluvial soils - with the fruit from these orchards known for its good taste and shelf life.
“It is a bit early to say what volumes will be like for this season, but we expect a normal crop with large-sized fruit. Up until now, we have not experienced any weather-related difficulties and expect to market French kiwifruit from November 15 until May or June,” says Pinel. French-grown kiwifruit is supplied globally with approximately 750-800 tonnes sent to the UK.
“Our kiwifruit growers follow controlled production methods, maintaining environmental friendliness, and pesticide-free treatment is used during growing. The fruit production is totally traceable and controlled regularly during storage to ensure quality before shipping. We have been awarded the French CCP quality certificate, which guarantees kiwifruit taste - brix levels greater than 12° and firmness - the quality (treatment free) and safety (total traceability from the orchard to the consumer).
“Further proof of quality guarantee is that part of our kiwifruit carry the red label, Kiwi of the Adour, for which only the best fruit from the region earns.”
The group’s packing station provides 25,000m3 of storage space, which is temperature-controlled and fitted with an electronic pre-calibration unit to maintain the fruit at optimum storage conditions, and packed with maximum care. But Pinel says that to enter new markets, phytosanitary requirements need to be sorted out and costs of transportation reduced.
Prim’land is developing a new variety of early green kiwifruit, the SummerKiwi. This variety will be ready to harvest from September 15 and ready to eat by the beginning of October, containing a brix level of approximately 12°.
Prim’land had long been interested in being a year-round kiwifruit supplier, so in 1999 established Sofruileg, a branch in Chile. A team of French managers run the Chilean operation, working on a full-time basis handling the local production, quality controls, sales and administration. Pinel says: “Sofruileg uses French growing techniques, orchard management and post-harvest practices to ensure a quality level as high as for our French kiwifruit.”
This past season, there was a high-profile media campaign for French kiwifruit on French television throughout January and February. “Additionally, there has been promotional material distributed to retailers. Both these promotion initiatives have had a positive response from consumers. Our primary focus is to guarantee our kiwifruit volumes, to match the increasing consumption demand and competitive export markets.”
ITALIAN BOOM
Italy has had its ups and downs as a supplier of kiwifruit since the product burst onto the market some 20 years ago. Since then, the country has emerged as the world’s largest producer, even ahead of New Zealand.
Gary Harrison, commercial manager at UK importer Worldwide Fruit believes a change of focus has been instrumental to Italy’s fortunes. “The quality and image of Italian kiwifruit has changed dramatically over the past few years,” said Harrison. “The Italians have become far more customer-driven as they have had to be with their increased volumes. They have also listened to what the UK retail trade requires and changed growing and packing standards accordingly. Technically, EurepGap and British Retail Consortium requirements were achieved in a short time frame and this too makes them very competitive in the marketplace.”
Greece and France are certainly Italy’s biggest competitors in the UK market, Harrison confirmed. “Both produce good fruit and Greece has the early season advantage commencing supply some three to four weeks before Italy,” he said. “What Italian kiwifruit can provide is continuity of quality and volume for a good four months from January to April and then into May as required.”
In the medium term however, Italian growers are facing challenges to alter these timings and improve their position in the UK. “They need to ensure they enter the market early,” said Harrison. “This will require competing with traditionally lower Greek pricing levels.” He also points out that sales levels must be kept buoyant throughout the crucial January to April period with effective pricing and promotional activities. “And in order to avoid a clash with new season Chilean product, Italian producers need to ensure that most sales are completed by mid-May,” he said.
Meanwhile, production in Italy is on the increase and this trend will continue, but at a reduced pace, said Harrison. “Production is increasing but not at the rate we have seen over the last few years. We expect total production levels to plateau within three years.”
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