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Israel's citrus growers persevere amid conflict, focus on Orri Jaffa exports and quality

Last year (season 2023-2024), Israel found itself in a war situation following a murderous attack by Hamas and Hezbollah against civilian communities in the Western Negev, bordering the Gaza Strip, and in the Galilee in the north, bordering Lebanon. Despite these hazards, citrus growers in the country continued with remarkable dedication to manage all orchards.

"They continue to provide the necessary treatments to ensure high-quality fruit for the coming season while taking risks to reach their growing areas. Harvesting and treatment work in the orchard, as well as in the packing houses, is being carried out as usual," says Roni Nakar, Manager of the Citrus Division at the Plants Production and Marketing Board in Israel.

At this time of year, most of the fruit is reaching its optimal quality in terms of both appearance and taste. Marketing activities and programs were scheduled in advance, but some have been disrupted. For example, the export plan to the Far East by conventional vessel was canceled due to attacks by Yemen militias (Houthis) in the Red Sea.

The overall citrus yield is 506,000 tons, a decrease of about 4.5% compared to 529,000 tons last year. An increase in orange production is expected, rising by 7% from 131,000 tons to 138,000 tons. Grapefruit production is projected to decline by about 5%, dropping from 158,000 tons to 149,000 tons, with 44,000 tons designated for export. Easy Peeler production is forecasted to decrease by 13%, from 170,000 tons to 149,000 tons. ORRI Jaffa mandarins account for 75% of all Easy Peelers, with 80,000 tons planned for export, similar to previous seasons.

Despite the reduction in harvest volume, exporters aim to maintain similar export quantities to last season, targeting North America, Europe, and exploring new markets. The ORRI Jaffa mandarin, a flagship product with high added value, is expected to moderately expand its availability in the coming years.

In the current challenging season, Orri Jaffa mandarin exporters will independently conduct sales promotions. Loyal customers will receive priority in promotional budget allocation. Nakar emphasized the importance of the Orri Jaffa, noting that it is a result of decades of research and development by Israeli researchers and growers. It has gained a high reputation and continues to deliver the fruits of Orri Jaffa in the world.

Looking ahead, Nakar expressed optimism, saying, "We are expecting a successful marketing season. The recognition of the Orri Jaffa mandarin brand, along with other citrus varieties like Sweetie, red and white grapefruit, and lemons, will continue to provide great satisfaction to our worldwide loyal customers."

For more information:
Roni Nakar
Jaffa Orri
Email: ornain@plants.org.il
www.orrijaffa.com

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