Last spring's hailstorm, which affected nearly all of the Netherlands and Belgium, has clearly left its mark on the fruit, says Mark Vernooij of Urfruit. "In previous years, we were stricter about minor cosmetic imperfections, but this season, we have agreed on broader specifications in consultation with most retail and wholesale partners. This initially required extensive discussions, but together we found workable solutions."
"From a cultivation perspective, the goal was to sell as much fruit as possible through consumer channels and limit what went to the processing industry. On the retail side, the focus was on keeping products affordable for consumers. Stricter requirements would have resulted in lower packout rates, which could drive up prices. It's encouraging to see that we found a balance that works for all parties," observes the pear seller.
Differences in November/December sales
"Sales have been steady but not particularly high. This trend is echoed by many other companies. The season started with lower stock levels: in the Netherlands, starting stocks were 9% lower than last year, and in Belgium, they were down by as much as 30%. However, a notable development emerged during the season. In November, Conference pear stocks were only 4% lower than in 2023, but by December, this difference had widened to 8%. According to AMI data, 4 million kilos more Conference pears were sold in the Netherlands in November compared to the same month in 2023, an increase of 19%."
"So-called baking prices have been stagnant for a while. Expectations were high, which led us to put in some of our own pears. Slowly, we're seeing prices align, and there is renewed movement in the market. In terms of additional purchases, we are almost fully provisioned. We are filling a few gaps here and there, but most of our needs are covered by our own cultivation or growers for whom we sell fruit," Mark explains.
Shifting dynamics
"For years, pear prices were largely dictated by retailers and sales companies, often leaving growers overlooked. In some cases, growers were forced to sell their fruit below cost. However, a shift now seems to be taking place, with producers gaining more control. This introduces a new dynamic that requires a certain level of maturity in the sector."
"The price level we aim to achieve must be determined as fairly as possible. Focusing solely on the highest prices carries the risk of selling too little in the end. That's a situation the industry must avoid at all costs, as the consumer ultimately decides how much they are willing to pay for a pear."
"Price is a critical tool for steering sales volume up or down. However, the sheer number of outlets—from growers to trading houses—means this is not addressed collectively. This makes the sector vulnerable, as opportunities to adjust are limited toward the end of the season. Last year, the sector learned a valuable lesson, and we hope to apply that knowledge in future decisions on marketing our product," Vernooij continued. "For the remainder of the season, we view late February and early March as crucial. It's during this period that we'll start to see whether sufficient culling has occurred. This will determine the course of the marketing season moving forward."
For more information:
Mark Vernooij
Urfruit
Marketing 45
6921 RE Duiven
+31 (0)575 472 473
[email protected]
www.urfruit.nl