The top fruit sector went through a lot this year, but the situation at the end of the season isn't as bad as expected. A lot of exporters were 'startled awake' and realised that they had to find new markets besides Russia. "It's not good to be completely dependent on one market," says Kris Wouters of Wouters Fruithandel. "What has been positive about this disastrous year is that Belgium supplied countries this season that they didn't in previous years. Due to the lower price of the top fruit many were convinced."
"There were multiple markets interested in apples, such as African countries and India. Germany bought quite a lot of pears. Other countries are hard to convince for pears, especially Conference. The roughness of the skin of the pear is often a stumbling block when entering a new market. There were also repetitive purchases in the various countries, so that's a good sign. Hopefully the new season will cause a rise in the export and they weren't just buying for the low price."
Not too enthusiastic
The Netherlands and Belgium collectively advertised the Conference pear in Germany. "There is certainly hope that more can be exported to this buyer next season. Of course, we can't get too enthusiastic and immediately plant more. The season for pear ended up being quite positive, but we have a lot to think about. Large volumes were sold for ridiculously cheap prices, not picked and the European harvest was lower. If we have a great harvest next season it will remain difficult for conference to make an acceptable price. Unless a country like Germany buys en masse of course."
Not China, but Germany
China is also a potential buyer for Conference pears. "But not that much goes there. We can't expect the amount that went to Russia to go to China in five years. Or there would have to be a mega campaign there. I think we should focus mainly on Germany. 80 million people live there, who are easily accessible. If we can increase the consumption there, it could become a market like Russia. Russia might have 150 million inhabitants, but a lot of them don't have enough money to buy imported fruit. Germans generally have enough money, so that shouldn't be a problem. If you compare them like that, Germany is the new Russia."
Not reasonable
The top fruit season is coming to an end. "We still have some pears and a few apples. The sales aren't great. The revival in apples has dropped a bit, but there isn't much left now, so it won't become dirt cheap again." When Kris reflects on the season he believes the description 'reasonable' is still too positive. "Up until February/March the prices were very low. There are even growers who had already sold everything before the prices dropped. They had a very bad year. There was the exception here and there of a grower who had speculated well, but for the average grower it was a disastrous year, especially for the apple."
