Dirk van den Heuvel is the stonefruit buyer at Hillfresh International BV, a leading Dutch fresh produce import-export group based in Barendrecht. In this exclusive interview, he explains why 2012 was a good year for the market while looking ahead to the 2013 campaign.
What are the latest developments in the stonefruit category?
DvdH: During the last few years there have been many developments in the stonefruit market. More varieties have become available and the consumption of several kinds of stonefruit has increased.
Since Hillfresh began in 2007, we have been putting a lot of emphasis on innovation. Therefore, several years ago we chose to cooperate with an ambitious and innovative grower in Spain. Because of the unique growing process it is possible for us to offer our clients very juicy stonefruit by the end of March. We are the first ones on the market to offer peaches and nectarines in nice thick sizes.
The growing process is quite new and does not involve any extra chemicals or pesticides. The secret lies in an artificially created microclimate. The tops of the fruit trees are covered with a 'blurry' foil, creating a warmer temperatures that makes the fruit ripen earlier and makes it extra juicy.
How was 2012 for Hillfresh in the stonefruit market, and for the industry in general?
DvdH: 2012 was a good year for stonefruit. The market did not show extreme changes, although an increase in the consumption of the Paraguayo variety (doughnut peaches) was definitely visible. 
When we look at last year’s stonefruit market, it's clear that countries such as Italy and Greece struggled with production problems due to the weather issues. We have been working with Spain for years now and were, especially last year, very content with our choice because it offers large volumes of different varieties. Furthermore, Spain is the only country in Europe that can make sure that we receive delicious Paraguayos in large volumes.
How is production looking for the 2013 campaign? How do these figures compare with previous seasons?
DvdH: An increase in stonefruit consumption is expected at Hillfresh, and we expect Paraguayos to receive some extra attention in particular. I think that consumers have really started to appreciate this product. While a few years ago people were a bit sceptical towards its different shape and look, now more and more households are switching from traditional peaches to this version. The Paraguayo is sweeter than a regular peach and has no 'sour sides', it is very sweet, has a very small core and its ergonomical shape looks appealing.
Due to the microclimate, mentioned earlier, we expect that the early stonefruit season will grow each year by 20-25 per cent.
Where are your key markets, and are you seeing increased demand from any other regions?
DvdH: When it comes to stonefruit, our key markets are mainly in western and eastern Europe. These two markets have been quite stable during the last couple of years – however, stonefruit remains very weather dependent.
We do see increased demand in eastern Europe, and the rest of Europe as well, for our whole seasonal programme of stonefruit. Therefore we will aim to supply our clients with delicious peaches, nectarines and Paraguayos from our own branded SweetSun range throughout the season.
Is the ongoing turbulent economic climate in Europe impacting on the stonefruit market?
DvdH: It would be foolish to say that the ongoing economic climate does not affect the market for stonefruit. Some consumers often see products such as nectarines and apricots as products of luxury and it can be assumed that when people decide to save money on fruit, they will start saving money on such products first.
What varieties will Hillfresh be focusing on this season? Will any new varieties be heading to market???
DvdH:This season Hillfresh is planning a strong focus on large volumes of Paraguayos and Platarines. We expect strong growth in Spanish apricots, mainly because of their tasty and juicy flavour. This variety offers many perspectives for the stonefruit market because of its good sugar/acid balance, a juicy and melt-in-the-mouth texture, and a very distinctive flavour.
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