In Canada, stone fruit is grown during a short window only, but it's available in stores year-round. "While we offer a variety of stone fruit items from different origins throughout the year, there is still a lot of potential to improve the category," says Marcelo Rusca with Go Fresh. It's this time of year particularly that offers an opportunity to bring in fruit from sources that supply little to no volume into Canada yet, including South Africa and Australia.
At this very moment, some imports are coming in from Italy and soon, Chile will start shipping. However, there is certainly no abundance of fruit in the Canadian market. Chile's stone fruit season usually starts around this time but due to transit times, fruit won't be available on the shelves until the last week of December. Once in full swing, Chile will continue shipping until the end of February and early March. The main commodities include peaches, nectarines, apricots, and plums, and the expectations for the season are good and healthy.
Chile, Mexico, Spain, California, and Italy
From Chile, the main growing region will transition to California, but before California starts up, there is a short opportunity in late April and May to bring in stone fruit from Mexico. During that window, Spain also offers plums, nectarines, and peaches, and will ship until July or the beginning of August. Canada's main stone fruit source in summer remains California, which usually runs from mid-May until late October or early November. The Golden State has a wider offering, and some patented varieties are exclusive to just a few growers. "For some varieties, a license is required to market them". California's main items include peaches, nectarines, donut peaches, plums and cherry plums.
If that is not enough, fruit is also sourced from Italy. Italy's stone fruit season runs simultaneously with California, roughly from May until the end of October. However, due to shorter transit times and lower shipping costs, California is the preferred source for Canada. "Usually, we only bring in plums from Italy during the last stage of their season, which is now. California has finished, but some product from Italy is still available in the market and there is definitely a place for it," commented Rusca.
"While we have a diversified sourcing program, I feel we are leaving opportunities on the table," he said. "There is room to improve the category and generate incremental sales on premium, great-tasting fruit." Although the window for South Africa and Australia is limited, there is an opportunity for growers of these countries to ship more. Fruit would have to be flown in by air as the transit times for ocean transportation are too long, but high-quality fruit would make up for the higher shipping costs.
Steady demand
While demand peaks in summer, it is considered steady during the remainder of the year. "There is always demand for high-quality and flavorful products. As long as the flavor is consistent and the product looks good, people will buy it," said Rusca. "Quality is our first priority, but cosmetics are important too as people buy with their eyes."
Go Fresh has built an infrastructure to distribute their products across Canada. More recently, the company has opened operations in the U.S. market, in Philadelphia. While trials are taking place in the U.S., up until now stone fruit distribution is limited to Canada. "We expect our U.S. presence to increase and to create awareness, we will be exhibiting at the New York Produce Show for the first time this year." Visit the team at booth #436.
For more information:
Marcelo Rusca
Go Fresh Produce
Tel: (+1) 437 286-4579
[email protected]
www.gofreshproduce.com