Turkey is a key supplier of figs and producers are upbeat that an early start to the season will help build impetus into the market.
While still a niche crop, suppliers believe the product’s health credentials give it major potential for sales growth. Figs are currently worth around £7 million in UK retail sales, with over 50 per cent of the volume sold in the Turkish season, which runs from the end of August to October.
This year, the season is around a week to 10 days earlier than 2012, with normal volumes predicted and a longer harvesting period set to cover the whole of October, according to Univeg’s William Lloyd. Turkish grower Alara, which is a leading supplier of figs to the global market, is a member of the Univeg Group.
“The summer rains in the last two months helped the sizing of the fruit,” Lloyd explains. “The quality is looking very promising.”
Certainly the renowned Black Bursa variety is said to be benefiting from the milder conditions. “We will start packing our figs in the middle of August at our new dedicated fig facility,” says Kerim Taner, CEO of Alara. The company expects its investment in a unique optical automatic fig selection line to lead to a boost in exports of around 50 per cent in 2013, while the new facility allows the process to be completed in cool temperatures to prolong the shelf life of the products. After packing, cool-chain management is monitored during transport.
“The main markets will be Germany, the UK, Belgium, France, the Netherlands, Switzerland and Austria,” says Taner. “But markets like South Africa, Canada, China, and the Far East more generally, are developing well. We have many promotional activities planned with various customers. The aim is to boost sales during the September to October period.”
Consumer research undertaken by Univeg Katopé UK has shown customers are becoming more aware of figs thanks to new product launches within yoghurts and prepared food, giving rise to optimism that there is real potential to grow the category further with year-round supply.
Other producers are also upbeat. “We export fresh figs to all parts of the world,” says Aysel Oğuz of exporter Eren Tarim. “But we are sure that even more possibilities exist for Turkish figs, and we are working hard to find them. We are always trying to promote healthy eating, and black figs are very good for you.” —
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