The late frost at the end of April hit the Austrian fruit industry hard this year. This applies not only to the main crops such as apples, berries and plums, but also to the niche products of domestic fruit growing. "Table grapes have also been hit this year, even though grapes are less susceptible to frost due to later budding. Overall, we estimate the quantity to be around two thirds of a normal harvest, although the quality this year is perfect," Andreas Kreuzwieser, Managing Director of Meleco GmbH, explains.
Andreas Kreuzwieser inspects his organic table grapes.
Marketing until the end of September
The company has been growing organic table grapes for 15 years now, at a total of three locations north of the Alps: in Burgenland, the Weinviertel region and the Danube valley in Upper Austria. "Thanks to the regional distribution, we create a high level of production security and achieve a wide harvest window from mid-August to the end of September for the same varieties. Our main segment is Muscat grapes, blue and white. This is where we clearly stand out from imported grapes. Our grapes ripen to full maturity and are hard to beat in terms of flavour. Four years ago, we started with seedless varieties, which have now also been listed on the market since last summer. Because these varieties are very delicate, we are consciously focussing on cultivation with rain protection in the seedless segment," outlines Kreuzwieser.
Right: Packaged dark table grapes of the Attika variety.
An integral part of the summer range
Meleco GmbH has been supplying the regional natural food market since 2010, and five years later the organic table grapes were listed nationally at Hofer for the first time. Looking back, Kreuzwieser says that the structural change in Austrian organic fruit growing at that time was the initial spark for the cultivation of organic table grapes. "At the time of the first plantings, there was a huge wave of conversion for apples and the market for organic apples was full for the foreseeable future. We then looked for alternatives that would make us interesting as a group. A personal passion for viticulture also played a part. After all, you can't do it without passion. From this basis, the table grape has developed into a permanent fixture in our summer range over the following years."
In addition to natural food retailers and Hofer shops throughout Austria, supplying subscription box companies has become the third, permanent sales market. Kreuzwieser: "In general, we have noticed that demand is increasing. In terms of price, we have also been able to realise a moderate mark-up, although of course we have to compete with the low-priced imported goods for all customers."
Potential for seedless table grapes
Nevertheless, Kreuzwieser believes that there is further growth potential for this niche crop from domestic organic cultivation. "Table grapes are definitely interesting: there is a solid and growing market for them, consumers are familiar with them, and there is still great potential in the seedless sector. At the same time, we realise that production abroad is highly professional and that the packing houses there do a perfect job. With our varieties, we cannot achieve the yields that are normal in Southern Europe. If we were to push yields to the maximum, we would probably have problems with ripening and lose the main selling point - the better flavour. Most of the costs for this product are incurred during harvesting and packaging. The care itself is easier than with apples and pears. Just as in viticulture, foliage work is very important. If savings are made here, it will backfire at harvest."
Pictures: Meleco GmbH
For more information:
Andreas Kreuzwieser
Meleco GmbH
Johann Lehner Street 5
4061 Pasching
T: +43 (0) 7221 21212
[email protected]
www.meleco.at