What has the past year been like in terms of your production?

The high inflationary production costs in Argentina, in addition to the global economic crisis, were set to bring a complicated 2012 campaign for Argentinian lemons.

But All Lemon, the quality seal created in 2010 to perform comprehensive audit on quality-assurance controls to 15 leading lemon producers, took action to address the current situation, including more stringent weekly controls across all packing lines, to achieve greater quality consistency and reinforce the supply to highly competitive markets. We were fortunate that these negative predictions did not come to pass because the April rains delayed the campaign kick-off until May, while by April the fruit volumes in the northern hemisphere had been used up. Consequently, Argentinian lemons entered those markets in a clear window – not quite simple but with stable prices throughout the whole campaign. The results were good: some 203,000 tonnes of high-quality lemons were exported to the major and most demanding markets worldwide.

What are your hopes and predictions for this coming year?

We expect to have a good harvest and achieve similar volumes to last year. Other than that, it is too soon for us to give more specific details.

What are the main challenges for Latin American lemon production and exports at the moment?

To produce a great-quality fruit, from the inside out, and to gain markets in a competitive and professional way. We work hard to understand the needs of demanding clients, who want a nice and healthy product.

Which are your key export markets? Are you breaking into any new markets?

Europe, Russia – the major All Lemon consumer markets – and the Middle East, a market that has grown consistently in recent years. In 2010, 8,203 tonnes were exported there; in 2011, 20,356 tonnes, and this year, 23,458 tonnes. These figures show that this has been a record year for exports to new destinations, while they indicate the strong commitment assumed by exporters to continue developing these markets. They also show that our products are highly rated by these markets' consumers, who value lemons that are healthy, innocuous, highly aesthetic and juicy, and overseen by a transparent, responsible chain.

What have you got planned in terms of your marketing activities for the coming year?

We will be at Fruit Logistica with an interesting stand, with new attractions for our guests and friends. Everyone that visits the fair can come by, too, of course. We work on our marketing plan during the whole year. We plan to visit Asia Fruit Logistica in Hong Kong, World Food Moscow, Fruit Attraction in Madrid and WOP Dubai. —