“We are seeing almost double the prices of 2 to 3 years ago. We will have to see if this compensates for the drop in volumes,” explains the Sales Manager at Novofrut, José Francisco Novo.
The company from Granada continues along the same lines as previous years, with a surface area of 100 has between their own fields and those managed by them. In mangos, they expect to produce 500,000 kilos. In avocados, they forecast volumes that will be similar to those from 2023: around 1 million. And in custard apples, they will grow by 10%, approaching 3 million kg., 80% of which goes to the Spanish national market. Regarding this product, Novo thinks that there is a lack of promotion in other countries in central and northern Europe. “Portugal’s consumption is similar to Spain’s.”
Novofrut’s most important markets are the United Kingdom, Portugal, Italy, and the Scandinavian countries. The family-run company has a large percentage of its own production and, amongst its advantages, its quality and fast response stand out.
With regard to the sector’s challenges, Novo continues to emphasise the water shortage. “We are bored; they are laughing at us. With a minimum budget, the water problem could be resolved and this would be returned tenfold in social security payments, taxes…”
