Increasing volumes of a "unique-tasting easy peeler" developed in Israel, called the Jaffa Or, are taking the UK market by storm, said Mehadrin Tnuport Export (MTEX) this week.
The majority are being grown and marketed by MTEX, which recognised the potential when the fruit first made its appearance from Israel's famous Volcani Institute.
The coastal regions and desert conditions in the northern Negev were found to be ideal, producing an easy peeler that is virtually seedless and is both tender and very sweet, yet still retaining a balance of acidity.
MTEX managing director, Dov Warmen, said: "The season has already been particularly encouraging. This is due not just to increased sales levels through the quality of the fruit, but because customers are beginning to recognise that this excellent tasting late variety is available when the rest of the Mediterranean is passing its peak." The late harvest of Or between mid-February and April means it also fits well into the citrus export calendar at a time when other suppliers are decreasing.
The result is that this season MTEX will double exports to the UK with a programme for major multiples set to exceed 1,000 tonnes, equating to 85 per cent of total availability. These will all be branded with the Jaffa logo.
Mehadrin is at the forefront of planting programmes in Israel, with 100 hectares of new groves. This is in addition to the 550ha already yielding fruit and, because Or takes five years to reach full maturity, the build-up in supply will be gradual.
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