Sol de Badajoz is keeping its ‘feet on the ground’

The company will try to supply the requirements of the Lerida market, where the situation is “devastating” due to the lack of fruit
José Antonio Gomes

Although everything is pointing towards a good campaign, at Sol de Badajoz they daren’t categorically affirm this adage. The company’s Sales Manager, José Antonio Gomes, prefers to ‘keep his feet on the ground’ given that there are many determining factors that come into play.

The shortage of fruit in Catalonia is giving production from Extremadura a head start. As Gomes states, “although for Catalonia this is a devastating situation, at Sol de Badajoz we will try to supply the requirements of the Lerida market.”

“Under any circumstances, we must be cautious with our marketing because Italy has some normal volumes and the Greek productions have not had any problems, either. Many operators are going to Italy to buy for proximity, as the logistical costs from our region are higher.”

The company from Extremadura foresees marketing 40 million kilos of stone fruit.

The harvest has arrived slightly earlier than in a normal campaign, which usually starts in mid-May, while this year it started in the first week of the month. “This is one of the consequences of climate change; now we are on the market at the same time as Seville, Huelva and Murcia. Added to this, we have extra-early varieties. Previously, there were no peaches until the end of April – beginning of May and now they are on the market.” This has caused a lengthening in the production calendar, which now goes from May to September: “Although the greatest concentration arrives in July and August, we have tried to regulate the production during these significant months and to heighten our presence at the two ends of the season, starting earlier and ending later.”

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