Excessive bureaucracy and lengthy transit times are often regarded by Spanish citrus exporters as insurmountable challenges when it comes to supplying China. But the ongoing economic squeeze in traditional markets is prompting some to take a fresh look at the country.
Anecoop’s Ignacio Juarez believes there are opportunities in China despite the challenges involved, although he argues that the import protocol for Spanish citrus is so rigid that many companies are put off the market altogether. Not only do consignments have to undergo cold treatment, exporters are also required to preregister plantations and warehouses where the fruit has been grown and packed.
“What’s more, there is a limited choice of entry ports – the most southern of these being Shanghai – which means longer transit times and more deterioration in quality,” he says.
The only commercially viable market is for oranges, Juarez believes. “China’s domestic easy peelers is so big it leaves little room for anyone else, while lemons are too susceptible to damage from cold treatment to guarantee their quality on arrival,” he notes.
Despite all the potential pitfalls, Anecoop is working towards establishing a programme in China and is currently in negotiations with importers and distributors, although shipments have yet to get underway.
José Vercher of Bollo International believes there has been a gradual shift in the mindset of Spanish companies in the past year as they realise that their export horizons need not end at the borders of the European Union. Many now have well-established programmes to Russia and North America and see Asia as the next logical step towards international expansion.
“The market is becoming increasingly globalised and the focus is no longer exclusively on Europe,” he says.
He points to the successful outcome of the 2013 South African campaign, which saw a greater interest in alternative markets following the problems with the detection of citrus black spot in shipments bound for Europe.
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