As the sun is coming out more and more often, we're seeing an increase in strawberries from the Netherlands and Belgium. However, Polina Valkanova of Special Fruit notes that this doesn't mean Spanish products are being pushed out of the market. "There are customers who supply both Spanish strawberries, such as the Calinda, and local goods, so we're not worried. We see it more as a complementary line rather than competition," she explains.
The Flemish importer is experiencing a very good Spanish strawberry season, according to Polina. "A strong demand from almost all European countries has kept the asking price up by about 25 to 30 percent in some weeks compared to other years. Moreover, there have been a few climatic surprises, like last year, which have kept the supply stable and allowed us to work with very high-quality goods. Despite the season having no promotions, we can already say it has been very successful. The constant demand over the past two years, which also continued in the weeks after Valentine's Day when the market usually dips, confirms Calinda's position in the market."
Complementary
Now, more and more strawberries from the Netherlands and Belgium are entering the market, but for Special Fruit, this is actually complementary to their assortment. "We have indeed started for our customers looking for local strawberries, but that's mainly on request. In the coming weeks, supply will increase, and after Easter, we expect to work with nice volumes."
However, this does not mean that Spanish strawberries will no longer be available. "There are customers who switch as soon as possible, but we also have plenty of customers who continue with Spanish strawberries for longer. This is mainly because prices in Spain will drop after Easter, and with the extra volumes from the Netherlands and Belgium, the Spanish supply will also reach a reasonable level for our customers."
Different segments
The Spanish strawberries are far from being overshadowed once the local strawberries hit the market, she states. "We work with different varieties from Spain, which are performing well in terms of taste and quality this year. Calinda may be the flagship, but as a Special Fruit, we also offer other tasty varieties. This helps improve the overall image of Spanish strawberries. Consumer experiences have also greatly improved over the years. Once the local season starts, we cater to a different segment. The first weeks of local strawberries are quite expensive, but the prices of Calinda are interesting due to the peak in volumes. Thus, every segment has its choice for a tasty strawberry."
According to Polina, oversupply will not be an issue in the coming weeks. "No, the market always finds its balance. The warmer weather in Spain will eventually affect the quality of certain varieties, prompting some growers there to stop harvesting. Moreover, until mid-April, there are not enough volumes from the Netherlands and Belgium to serve all markets. Together, they can operate perfectly in the market in the coming months and we're looking forward, with an extremely positive feeling, due to the strong demand for programs."
For more information:
Polina Valkanova
Special Fruit
Europastraat 36, 2321
Meer, Belgium
Tel.: +32 33 17 06 60
[email protected]
www.specialfruit.be