Slovenia hasn’t always featured high on the list of major exporters to the UK market, but producers in the southern Alpine nation have high hopes of firmly establishing their place in the top-fruit calendar.
With a favourable climate that produces high-quality, excellent-tasting fruit, producers believe they can take share away from France and supply UK supermarkets and wholesale markets at the start of the season.
Slovenia is a fledgling apple supplier to the UK. Until 2004, when the country acceded to the EU, its main export destination was Croatia, but changes in tax and customs law combined with the opening up of the European market to bring a new focus. The growing importance of the nation’s apple supply was underlined recently when Andrew Page, the UK ambassador to Slovenia, and MP Neil Parish visited the apple-growing operations of producer Evrosad to pick the first Gala of the season. The crop is being exported to the UK, where it is marketed by Empire World Trade (EWT) and Growers Direct.
“We have an excellent climate for growing with the combination of Alpine and Mediterranean conditions,” explains Bostjan Kozole, general manager of Evrosad. “That brings outstanding flavour, colouration and a sustainable quality. And from a commercial point of view we are one of the earliest in Europe with this level of quality.” Evrosad started out supplying three trucks to the UK in 2004, but that has steadily risen to 250-300 trucks for this season and Kozole is optimistic that figure will increase. Boosted by a major investment in packhouse and sorting facilities in 2010, the company is now able to pack five trucks of fruit every day, with 99 per cent GlobalGAP production.
Alongside its main variety of Gala, Evrosad is also producing Braeburn, Golden Delicious and Granny Smith for the UK market, where it is being sold in a number of major retailers. The company has also begun sending Elstar and Jonagold for the first time this season, while in partnership with EWT Evrosad planted an Opal orchard for the UK this spring. Together with The Greenery, a Sweet Sensation pear orchard has also gone in the ground.
Certainly, the relationship seems to be working well for its trading partners. Simon Barnsdale, senior trading manager at EWT, says: “Having great-quality fruit is key but having the ability to pack it efficiently in the right format and at the right time is just as essential. Since the start of our trading relationship in 2004 we have worked with Evrosad to help develop their business into a UK-fit model.
“Bostjan and his team have spent many hours working alongside EWT’s workforce both in the UK and Slovenia, which has provided them with a great understanding of the UK market and our requirements.”
John Marshall of Growers Direct adds: “Evrosad’s continual investment has seen the company become a recognised supplier of high-quality apples and pears. The fact the management at Evrosad view the markets as an important part of their overall customer portfolio here in the UK demonstrates their long-term commitment to the sector.”
While the supermarket sector might have taken most of the fruit to date, Kozole believes there is real scope to develop business in the wholesale sector, where he would like to see the Evrosad brand become established. It all adds up to an exciting time for potential growth. —
