"Compared to last year, the first quarter of 2025 was much more favorable for importers. This is due to a particular dynamic between supply and demand: there is less product on the market and, as a result, prices are rising. But this is not a real increase in consumption, but rather an effect of product scarcity," says Gregorio Pagni, head of the long-established family company Alimentari Ortofrutticoli ABC, describing the evolution of the pineapple market in early 2025.
© Alimentari Ortofrutticoli ABCGregorio Pagni
The company, which is consolidated in the Italian fruit and vegetable import and distribution sector, works with a wide range of products, from tropical fruits such as bananas, pineapples, avocados, mangoes, and papayas to melons, including seasonal fruits such as citrus fruits and pears, as well as vegetables. About 90 percent of the produce is imported.
"Pineapples are in great demand this time of year, but they are increasingly difficult to find. There is a high demand," confirms Pagni, "but it is driven by the fact that the product is scarce. Supply is down, and importers are struggling to find available products.
Costa Rica: Unpredictable climate and impact on quality
What caused this shortage? There are two main reasons," explains Pagni. In Costa Rica, our main supplier of pineapples, the first months of the year were marked by an unfavorable climatic change. In January and February, heavy rains and little sunshine affected the quality of the fruit. Then, in March, the opposite happened, with lots of sun and very little rain. The pineapple needs a balance between the two to develop optimally. This had a negative impact on the yield and the export standard."
"The situation has been exacerbated by increased demand from non-EU markets such as the USA, which are willing to pay higher prices to secure the volumes they want. This has taken additional volumes away from countries like Italy and Spain," explains Pagni, "which have always been major pineapple consumers."
© Alimentari Ortofrutticoli ABC
MD2 continues to be the preferred variety
Today, the majority of imports are made by sea. Air transport has not disappeared," continues Pagni, "but it is increasingly limited. Color, sugar content (Brix), and ripeness are all aspects that are now influenced by weather conditions. In any case, the most popular variety remains MD2, by far the most appreciated for its sweetness, consistency of quality, and brand recognition on the market. Although there are other origins, such as Panama, and new varieties, Europe remains very attached to MD2, including Italy," says Pagni.
US tariffs? No immediate impact, but be prepared for the future
On tariffs, Pagni is cautious: "I don't expect much impact in the short to medium term. Even if the United States were to impose a tariff of more than 10% on fruits and vegetables from Central American countries, I believe that the costs would initially be absorbed between producers and importers. The problem could arise later when American consumers feel the effects of the price increases and cut back on consumption. In that case, the surplus could return to European markets."
Easter: Higher prices, lower availability
Easter 2025, which falls later than last year, is favorable for consumption, but supply is expected to be limited. "We anticipate higher demand for pineapples, but there won't be enough product to meet that demand. As a result, prices will rise. We expect price increases of at least €0.20-0.25 per kilogram compared to 2024 in the large-scale retail sector."
In traditional markets, green pineapple prices have fluctuated between €14 and €17 for sizes such as 6 and 7 since the beginning of the year. "Our Billo brand, both in its traditional form and the Green Honey variety known for its high Brix content, is doing well. It has become synonymous with quality and is recognized as a reliable brand with above-average quality standards."
© Alimentari Ortofrutticoli ABCCherubino and Gregorio Pagni, part of the current corporate structure
Commercial Policy: Consistency and service before profit
In a market where speculation is a concern, Alimentari Ortofrutticoli ABC has a different strategy. "We closely monitor market trends in order to protect both our customers, who consistently support our business throughout the year, and our suppliers, by ensuring fair prices that contribute to a robust supply chain."
What lies ahead in the coming months?
Pagni is optimistic about the coming months. I see a good market trend until May, although there will be the so-called natural blossoming season in Costa Rica, which usually brings an oversupply, especially of small fruit. But this year, with the high price of pineapple for the juice industry, a lot of small sizes will be diverted into that channel. So I don't think there will be a negative impact on exports to Italy."
Finally, we look to the future. "Italy is a demanding market. Introducing new products is challenging, but we are committed to exploring alternative options, such as air freight for specialized products. MD2 remains the safest choice, and we are ready to seize new opportunities, always with the aim of providing quality and service to our customers."
For more information:
Alimentari Ortofrutticoli ABC Spa
Via Guido Reni, 56
00196 Rome - Italy
import@alimentariabc.it
info@alimentariabc.it