“We are expecting an exceptional persimmon campaign”

“We are committed to a job well done, good treatment and top quality. This is the best presentation letter that a company can have; the rest will come on its own”.

This is what Daniel Vidal, manager of the Valencian company stated in an interview with Fruit Today.

What are the company’s forecasts for the recently started persimmon campaign?

We, as persimmon producers, think that it is going to be a campaign with greater volume, both for us and for the other producers. It is obvious that we are dealing with a product that is on the rise and that has still a long way to go over the next few years. Additionally, everything is pointing towards the fact that it will be a year with exceptional quality. In short, we have great expectations and we have placed a great deal of confidence in this campaign.

Will existing markets be consolidated or will new foreign markets be approached?

The company is already well consolidated in Central Europe and Eastern Europe and we continue to commit ourselves to the Middle Eastern market. A year ago we started sending containers of persimmons to Saudi Arabia and Dubai. We also continued to send containers of citrus fruits during last winter and spring and now, recently, we have visited Dubai to continue the work started a year ago and we are consolidating this market, which is at the same time both complex and demanding.

What is your interest in the Spanish market?

This is another of our great challenges. Currently we have two local Valencian supermarket chains, but we want to go further because when all is said and done, we are a Spanish company and we want to work here as well. We have spent several months on the preliminary work, contacting the different chains and meeting or setting up meetings during the trade fair.

At the end of the stone fruit campaign, what is your valuation?

In terms of the destination markets, we could say that it has been good or very good. For example, in Eastern European countries we have exceeded our expectations and on the other markets we have maintained our volumes or slightly increased them. In general, the prices have been higher, both at source and at the destinations and there has been a shortage of produce due to the adverse weather conditions in important production regions such as Murcia, Lerida or Huesca.

Goals for Fruit Attraction?

Fruit Attraction is another great challenge. We have always attended as trade visitors and this year we have made a 180º turnaround and we are now attending as exhibitors. We operate in the main European countries, where most of the fair’s visitors come from, therefore Exquisite Fruits must be present. We want our stand (hall 8, stand 8E07) to be a meeting point, mainly as a sample of our work, of our produce and of our brands and in order to do this, virtually all the human team that make up our company will be present.

Our policy is to go little by little; we like to do things properly, correctly, committing ourselves to good work, good treatment and the best quality, this is the best advertisement and the best presentation letter that a company can have, the rest comes on its own.

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