Based on convenience, the demand is now also for more pre-packed fruit with the annual peak selling period being between October and February/March. There are also signs that demand is picking up year round on larger sizes.
However within the sector tastes are continuing to change. The general shift towards easy peelers with a preference for both satsumas and clementines continues, and as far as oranges are concerned - when Navels are in season they have a loyal following.
Overall there seems to be a greater customer awareness of seasonality, which when associated in-store with niche varieties has helped to drive sales higher.
Meanwhile Sainsbury’s stresses it will continue to look for new varieties to maximise sales beyond its existing range. “For example this year we have introduced a white grapefruit pack to retail Florida alongside standard white grapefruit, as it is a much sweeter product,” says Marcus Hoggarth, the chain’s citrus buyer.
“Other specific varieties enable us to retail specialist packs such as Extra Sweet soft citrus using specific committed sources.”
Sourcing remains a dynamic process and driven by where the best quality is available at any one time. “While Sainsbury’s has a massive commitment to its mature supply base this has also helped us to develop new sources, illustrated by relatively new additions such as Chilean clementines and Peruvian satsumas,” says Hoggarth.
Sainsbury’s packs and labels its fruit at source, but only in Spain based on the need to have stringent controls. The decision is also driven by the times when fruit quality is at its most consistent and therefore suitable for the process.
No comments yet