The Verna lemon harvest is already starting as the Primofiore campaign comes to an end, which is coinciding with very high prices at origin, since the harvest volumes have been reduced by around 35% compared to last season. "Prices at origin are just incredible," explains Lola Méndez Cantero, of the commercial department of Frutas Armero. "When prices at origin are so high, we are forced to wait until the Primofiore lemon stocks have been sold out."
"Verna lemon prices are usually higher than those of the Primofiori, because at the time when we start we are usually alone in the European market, arriving earlier than South Africa, Argentina or Uruguay. Last season was good and this one is expected to be even better, because the quality of the lemons is really good, with a thick and strong skin and a consistent pulp."
One of the first Spanish companies to export to China
The Murcia-based company has been specialised in the production and marketing of lemons for 30 years. About ten years ago, the need to export arose in order to continue growing, and in recent seasons, it has sought to expand outside Europe, mainly in Asia. "We have been exporting to Asia for three years; we were one of the first Spanish companies to ship lemons directly to China through Shanghai, which is quite difficult to do. To access China, we need to certify the farms and perform the cool treatment established by the protocols. It was a great challenge, since, for example, Hong Kong does not require these protocols," states Lola Méndez.
It is easy to export to Asia, the risks are high
According to the exporter, not all companies dare shipping to China, because you have to be one hundred percent certain that the product will always arrive in optimum condition, or the consequences are fatal.
"Now, for example, with the varietal transition from Primofiori to Verna, we have recommended our Asian customers wait for one or two weeks, since the last Primofiori do not have the capacity to withstand such long journeys. We will first ship Verna lemons to Europe to find out how they do, because these are shorter distances. Once we are sure, we will start shipping to Asia," she points out. "We estimate we'll be able to start making shipments from later this month. The fact that we are entirely devoted to lemons allows us to specialise in this product and meet the needs of this demanding market," she affirms.
"China demands smaller and very pretty lemons"
According to Lola Méndez, China demands lemons with an attractive appearance, small and with a pretty look. That is why Verna lemons, which have a thick and rough skin, were initially more difficult to introduce than the Primofiori. Now it seems that customers are learning to appreciate the differences and the variety is increasingly accepted."
Frutas Armero works with both its own label and with those of its customers. "In Shanghai, the lemons are marketed under our own brand. It's quite a brand-oriented market, where they demand telescopic box formats, for which we have the OROS brand and we will soon launch a new brand: ALEXANDER."
