Spanish soft-fruit growers have issued a pledge to their UK customers that they will meet demand, despite devastating rainfall and unseasonably cold temperatures that have severely limited sendings during the first three months of the year.
Rafael Dominguez Guillén, head of growers’ group Freshuelva, said: “Last year, we had poor weather, and our volumes decreased by a similar amount, but we were still able to supply our customers in the UK with the high quality they demand. Once again we have collaborated to manage the situation and have coped well. We should now see a return to normal supplies during April.”
The inclement weather has led to a 70 per cent reduction in the crop on volumes originally forecast for February, and a 40 per cent decline for March.
Importers in the UK are hopeful of a late rally before northern European fruit gets fully on stream. John Grieve of Lisons said: “If the weather stays settled, April should hopefully be okay. It is a bit late in the season really and it won’t make up for the losses of the season so far… but if Spain can extend its season by two or three weeks it will certainly help.”
Prices in the UK have been running extremely high as fruit supplies have been so tight across the entire soft-fruit job; strawberries, raspberries, blackberries and blueberries.
Foods from Spain is backing the berry campaign, despite the difficulties. Director María José Sevilla said: “The Spanish soft-fruit sector has worked hard to maintain supplies of the great-quality fruit for which they are known. Foods from Spain is supporting retail sales of the fruit with its promotional activity, which will highlight the availability and eating quality of Spanish soft fruit at this time of the year.”
The 2010 season is being supported with in-store tasting events in major retailers and shopper information, as well as PR activity.
