Pineapples may be a familiar item on the retail shelves, but it appears that consumers still require some prompting when it comes to purchasing the prickly fruit. The barrier, says JP Fruit’s Dickon Poole, appears to be one of a lack of customer education in terms of whether the product is ripe or not. Preparation, usage and general presentation are all contributing factors. In-store display is also a critical element, and in this respect there are some lessons to be learnt from the North American market.
For what is a relatively young market, consumer demand still has to be stimulated, says Poole and in the long-term, demand for pineapples is still being driven by the Extra-Sweet variety. “2002 was an exceptional year which was not maintained in 2003, hence a drop of 12.8 per cent in consumer expenditure,” he says.
So far in 2004 - from January to March - volume is down 10 per cent and the expected higher level of imports have not, as yet, materialised. “It appears that the European and North American markets are soaking up the volumes and giving better returns to the growers,” says Poole. “In the UK, January saw a slow start to the season. However, the next two months have seen signs of a recovery with an increase of 18 per cent in consumer expenditure in March. This has also been stimulated by Tesco activity who have seen a good increase in their market share in the last three months.”
Tesco is still number one in the market with an approximate 30 per cent share, says Poole. “Asda and Morrisons are out performing the market. But despite consumers buying on a regular basis, some 10 per cent appear to have dropped out of the market place in the last three years.”
Pineapple volumes for the Compagnie Fruitiere Group are set to rise in 2005. The group produces more than 55,000 tonnes of fresh West African pineapples in a range of varieties including Extra Sweet Ana Dou - winner of the French Saveurs de l’Annee award in 2003, Cayenne Lisse and Queen Victoria. The company produces, ships and delivers its own product to EU ports and provides customers with a fast- track customised service.
“Our production reflects our belief in the future for both main varieties, Cayenne and Extra Sweet, not to mention future variety diversification,” says the company’s Nigel Law. “The Cayenne Lisse product, while benefiting from good shell colour and sugar levels, assures a higher acidity ratio for the significant number of consumers who prefer this.”
A close analysis and ongoing review of costs is essential in the pineapple business says Law. “We believe we are well-equipped to handle this trend,” he says. “Thanks to the excellence of our products, demand remains lively and providing that prices reflect sustainability, the future does look positive.”
Future issues will centre around variety evolution in the pineapple industry says Law, and the main aim will be to continue ensuring a growing range of choice to consumers and sources of interest. “Consumption will increase both in the UK and in the emerging consumer markets,” he says. “The level of consumer information will grow, allowing for the pineapple story to reach a wider audience.”
Golden pineapples are proving to be a lucrative variety for AgroFair. The world’s first Fairtrade pineapples were imported into the UK by the company in 2002, and have been increasing in volume ever since. Grown on the Asoproagroín farms in Costa Rica, Agrofair now supplies 25 pallets or 1,750 boxes of 11.8kg per week.
“From a Fairtrade perspective the groups that AgroFair work with have invested a lot of time and energy to ensure they can increase their supply and maintain a consistently high standard of product to the UK market,” says Agrofair UK director Duncan White. “In the case of Costa Rica, a land where large plantations dominate, the growth of Asoproagroín, a co-operative of small farmers has been a shining light, showing that the small producer can compete successfully in international markets. The Golden variety has been chosen because of its popularity with European consumers.”
“Our fruit is sweeter than most of the fruit produced in other countries because of the variety we are growing and because of the very suitable weather conditions in Costa Rica,” says chief executive officer at Asoproagroín, Bernardo Jaén. “Our pineapples are beautiful because of the efforts made by farmers and pack-house workers to select high quality fruit.”
The team at Asoproagroín pays special attention to the sizes of the fruit part of the pineapple and the crown on top, looking for a perfect one-to-one ratio. They also look for a balance of greens and yellows in skin colour, with yellow on the eyes of the fruit and green on the borders of the eyes. “We believe this balance guarantees a longer life of fruit and keeps the taste sweet,” says Jaén.
Once picked and sorted, the fruit is transported to Europe by sea, a trip that usually takes around 14 to 18 days in a container refrigerated at 7°C. It is imported directly to the UK by AgroFair where it is checked for quality, labelled and then distributed to the supermarkets.
“We have always felt on the outside of the trading system before,” says Jaén. “But in AgroFair we are shareholders. This is a different system of participation. We certainly wouldn’t usually participate in the board decisions of the trader’s company but in AgroFair we do and we get our share of the company’s profits.”
Within the UK retail market, Fairtrade Golden pineapples seem to be doing well, especially since larger volumes have been made available more consistently and supplies were expanded to include Waitrose and Somerfield. “All of the retailers have since increased their demand,” says White. “We expect, with the growing awareness of Fairtrade and the excellent quality of Super sweet pineapples, that this trend will continue. Once we can guarantee consistency of supply we will launch in other supermarkets.”
Fairtrade pineapples are a sector in their own right and should become an established fixture within the supermarkets, says White. “The success of both the Co-op - which stocks 100 per cent of its pineapples as Fairtrade - and the other multiples, together with the rapid increase in demand from consumers and uptake from supermarkets on all Fairtrade products indicate that pineapples should be an area of fast growth which benefits a wider pool of Fairtrade producers in the future.”
Fairtrade pineapples have certainly made their mark on the nation’s tastebuds. Earlier this year, TV chef and food expert Hugh Fearnley-Whittingstall gave AgroFair’s Fairtrade pineapples full marks in a Fairtrade tasting feature (The Times Magazine - February 28). “Our pineapples and Green and Black’s Maya Gold chocolate were the only items tested which were awarded five stars,” says White.
Apart from the supply of Fairtrade Golden Pineapples to retailers, there is a growing demand of the out-of-home sector, with some restaurant chains choosing to serve Fairtrade pineapple in their dishes. Chopped pineapple products offer a good opportunity to expand the Fairtrade market. “We have just seen the recent launch by the Co-op of a prepared Fairtrade pineapple fruit salad as part of its chilled offer,” says White, which is now available in selected stores.
There is also a growing market for pineapple ingredients. Food processing company Beacon Foods is working with dessert, salad, sandwich and food service companies to develop caramelized, char-grilled, bar-marked and roasted pineapple ingredients for a variety of products and dishes.
The best quality fresh pineapples selected for sweetness and colour provide caramelised, diced ingredients for a new ice-cream - a mixture of butterscotch, caramelised pineapples and a hint of ginger and lime which will soon be made available to caterers and food-service companies.
A company that supplies airline catering is also talking to Beacon Foods about char-grilled pineapple rings that are popular as pizza toppings.
“Pineapple does lend itself very well to accompanying meat dishes and we are finding that manufacturers are getting much more experimental with their flavours,” says Beacon Foods’ new product development manager, Diane Bailey. “Sandwich manufacturers in particular are now tending to ask for ingredients with added flavour and seasoning so that they don’t have to add mayonnaise to low calorie products.”
Halved pineapple rings and chunks are other ingredients in the company’s portfolio of fruit products and although representing only a small segment of Beacon Foods’ output, pineapple is nevertheless seen as a key fruit product with great potential for growth.
“I think the main reason for the growing interest in our pineapple products is the beautiful flavour which enhances all kinds of food products,” says managing director, Edward Gough. “Caramelising the pineapple brings out the sweetness in an intense flavour ideal for ice cream, desserts and drinks. We are definitely witnessing the result of the current health drive to get people to eat more fruit.”
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