According to Kantar figures, citrus is an older person’s fruit. Does this statistic worry you?
Sisco Tello: It may be true that the older consumer prefers to buy products that they’re accustomed to, and they are a more loyal customer than the more adventurous shopper who will try different products on offer, but this should not be worrying, as citrus is still an important part of the UK’s shopping trolley.
Are citrus suppliers to the UK and UK citrus retailers doing anything to make citrus appeal to younger consumers?
ST: A number of retailers range packs that appeal to the younger generation, such as baby clementines, and innovative packaging that is more appealing to them. Certain varieties of citrus, such as satsumas, are very easy to peel, and these are ideal for lunchboxes.
Improving the quality and size of oranges on the shelf is definitely a way to incentivise consumption. Many consumers still can’t easily tell the difference between easy peelers and ‘small oranges’, and that is the reason why some retailers have opted for bigger oranges on the shelves, something that will hopefully have a positive impact on consumption.
What is behind the decline or growth in sales of different citrus products?
ST: Much of the UK population eat their portions of 5 A DAY on the go, and some items are more suited to this lifestyle than others. For example, not many people would consider taking a grapefruit in their packed lunch. Lemons and limes, on the other hand, are more of a condiment than a snack. And the UK is very much on board with the new cooking trends that encourage the use of fresh produce as an
ingredient.
Does citrus demand still typically drop over the summer months for southern hemisphere citrus, only to rise again from September with new season northern hemisphere crops?
ST: That is very much the case. Spanish satsumas become available in September with newer varieties such as Iwasaki. Supermarkets usually adjust their range from September onwards, and the consumer’s focus is directed towards northern hemisphere production.
Spanish production reaches its peak towards November, when satsumas, clementines, oranges, lemons and grapefruit are in full production. This has always been the case, so a lot of promotional activity is in place to encourage consumption right through to Christmas on all lines, and as a result demand increases sharply.
Is investment in the citrus category where the UK market is concerned
still focused on easy peeler varietal development?
ST: Investment in varietal conversion is centred on season extension, be it early or late. Early satsumas (September), and late satsumas (January/February), as the UK is still the market for satsumas at all times of the year, also early clementines and late hybrid-type easy peelers. There is also development on early Navel-type oranges (September/October).
Can you tell me about any exciting developments within your company where citrus is concerned?
ST: We are looking forward to some of these varieties reaching the UK soon. At the moment we are seeing how they develop in a production environment, and extensive planting is taking place in different areas of Spain, which means that in the next one to two years we will be seeing something different on our shelves in the way of early and also late easy peelers.
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