Cherries have been in the blood of the Van der Zwaard family since 1934, and over the years, Wilko Fruit has increasingly profiled itself as a stone fruit specialist. "Previously, we always carried a total assortment, but we have narrowed our focus to a number of product groups, including stone and soft fruits, grapes, citrus, European melons, and overseas hard fruits," says Wilko van der Zwaard.
The stone fruit season this year started early, from Murcia. "In fact, this region had ideal weather for stone fruit cultivation. There has been little rainfall, and as a result, the fruit ripened slowly. This has led to much higher brix levels than in other years. I dare say that the quality from Murcia, due to the early blossom, has never been so good," Wilko reports. The supply of stone fruit from Murcia started two weeks earlier than in previous years. Lleida followed at the usual time around June 1st, and the start from Badajoz was as planned.
"The available volumes are good, and the quality of the peaches, nectarines, and paraguayos from these regions is also very good," Wilko says. "Although the weather has not been very cooperative, we see a good demand for stone fruit. We attribute this to the good repeat purchases due to the high quality of the fruit. Prices are modest due to the relatively large supply, but this makes the fruit very appealing to consumers."
Wilko Fruit collaborates with the Spanish stone fruit breeder PSB, which also markets the same varieties in South Africa, Australia, and Chile. "This breeder is also our supplier. This close relationship allows us to offer the new varieties often two, three years earlier than average. This really sets us apart in the Dutch market because we also have continuity in it. Six days a week, including Saturday, we receive fresh deliveries. We pack all the top-quality fruit under Gaudias, ensuring continuity from mid-April to October 10th."
The fruit importer from Breda markets the stone fruit to a wide range of customers, including supermarkets, wholesalers, and market traders. "In particular, the sales to retailers have taken off. In the past, supermarkets often first looked at the price and firmness of the product. Then, following a promotion, you would see the repeat purchases disappoint. We see a reversal in this. Ultimately, it is in everyone's interest for the consumer to return for a repeat purchase, whether in the supermarket or at the market," Wilko explains. "Two years ago, Wilko Fruit opened its own packing center in Breda. "We receive the fruit pre-packaged from Spain, but thanks to our own packing department, we are now even more flexible in providing customers with all desired packaging. For supermarkets, we can now also pack under their own codes," says Wilko.
Besides the bestsellers - peaches, paraguayos, and nectarines - he also sees the popularity of flat nectarines increasing. "When the platerinas were planted 10 years ago, the first varieties often had an open core, making them not very shelf-stable. The latest varieties, including those from our house supplier PSB, all have closed cores, and their sales have really taken off. Currently, we are offering the variety Luisella. I dare say that we are the only ones in the Netherlands who can offer continuity with the platerinas," the importer proudly states. The same trend is observed with apricots. "In the past, they seemed reserved for the 60-plus demographic who made jam out of them. But with the new generation of varieties, both the blushed and 100% red ones, we see that these flavor bombs are also appealing to a broader audience."
The Spanish cherries arrived a bit later this year. "We have been working with our suppliers in the Valle de Jerte for more than forty years. They have 30% lower yields, and last weekend, it rained again. Subsequently, we source cherries from the Lleida/Zaragoza region, continuing until the end of August. Also, in ten days, we will start with the Romanian Kordia cherries and plums. Next week, we begin with the Belgian cherries and the following week with the Dutch cherries. These cherries are hydro-cooled and we market them all under our Gaudias brand, providing our customers with cherries until September. And after the European season, we switch to the overseas season from South Africa and Chile."
Wilko Fruit's proprietary brand: Gaudias, Fruits for Pleasure.
For more information:
Wilko van der Zwaard
Wilko Fruit
Heilaar-Noordweg 14
4841 ZZ Prinsenbeek
[email protected]
www.wilkofruit.com