The 2023/24 season was characterized by mixed results for organic pomegranate production in Turkey. "Supply volumes were largely stable, although there were strong fluctuations in certain regions due to the weather. Overall, demand, particularly in the Austrian market, was quite strong as awareness of healthy and sustainable food continues to grow. The marketing window remained largely unchanged compared to previous years, with the season peaking in late fall," summarizes Ziya Sizgin, managing director of UvaFruit Handels GmbH, based at the wholesale market in Vienna.
The last campaign ended just before the turn of the year with good sales results, says Sizgin, looking back. "Despite inflation, there was no significant consumer reluctance to buy our organic pomegranates. On the contrary: we compared the sales volumes and were able to increase them again compared to the previous year. But it should also be noted that we only raised prices slightly, by 5-6 percent."
Upcoming start of the season
For the coming season, the direct importer expects a slight increase in yield, accompanied by good fruit quality. "Weather conditions in the main growing areas in Turkey have been favorable so far, which makes us optimistic. The first quantities are expected to be available around mid-October, which is about the same time as in previous years. However, we are well prepared and could start a little earlier if conditions are favorable."
Good price-performance ratio
Similar to the conventional range, UVA Fruit offers the proven variety Hicaz. Sizgin: "We continue to import conventional goods for over-the-counter sales at the wholesale market. Both campaigns run in parallel, roughly from the end of October into February. Traditionally, demand is a little higher around Christmas, which in turn is further boosted by planned campaigns with food retailers." In wholesale, conventional Turkish pomegranates are in direct competition with those from Egypt and Italy. "The latter origin is not as well represented at the local wholesale market, and Spain is also rather marginal. Egypt can occasionally be found, with Turkey now leading the way. Turkey also performs quite well in terms of price-performance ratio."
Growth characterizes Turkish organic pomegranate production
Sizgin has observed that organic pomegranate cultivation in Turkey is steadily developing. "The acreage has increased significantly in recent years, and export volumes are also on the rise as the international market is placing more and more value on organically grown products. From the grower's point of view, organic pomegranates are an attractive product, as the fruit is not only good for your health but also achieves good prices at the markets." The main growing areas are in the southwest and southeast of Turkey, where the climate is ideal for cultivation.
Rising demand in the DACH region
The Viennese trading company has been importing and distributing Turkish organic pomegranates for several years. Since 2021/2022, the organic products have also been listed in Austrian food retail stores. "We have observed that organic pomegranates are now well established in well-known Austrian supermarket chains. Demand in the food retailing sector continues to grow, which is also due to the aforementioned growing consumer awareness of healthy nutrition and sustainability. Organic products in particular are currently experiencing a real boom. Demand is also steadily increasing in the Austrian wholesale sector and in neighboring countries, such as Germany and Switzerland, as consumers are paying more and more attention to quality and origin."
Further growth potential available
Due to the encouraging growth in the organic pomegranate category, Sizgin is very positive about the future of the product. "The item undoubtedly has the potential to grow further, as it is not only used as a fresh fruit but also in processed form, such as in juices and as an ingredient in various products. One way to showcase the product even better would be to focus more on the health aspects and the sustainable cultivation behind the fruit. In addition, I believe that the packaging and presentation in the markets could be further optimized to highlight the organic character of the fruit more strongly and concisely," he concludes.
Photo credit: UvaFruit Handels GmbH
For more information:
Ziya Sizgin
UvaFruit Handels GmbH
Laxenburgerstrasse 367/ Top 174
A-1230 Vienna (Wholesale Market Inzersdorf)
Tel: +43 1 615 07 47
[email protected]
www.uvafruit.at