The Protected Designation of Origin (DOP) Kaki Ribera del Xúquer has given the starting signal for the new harvesting campaign in a context "marked by better prospects in terms of size and quality, but with a lower availability of fruit after the recent hailstorm episodes and torrential rains," as the DOP itself has stated in an information note.
The bulk of kaki cultivation in Spain is located in the Ribera del Xúquer area, in the comarca of the Ribera Alta (Valencia). In this territory, storms of intense rainfall and hail have impacted the farms notably, so for this season a significantly smaller harvest is anticipated.
The president of the DOP Kaki Ribera del Xúquer, Cirilo Arnandis, has highlighted the positive evolution of Persimon, the commercial hallmark of the Protected Designation of Origin, renewed two campaigns ago both in its image and in its market strategy. "The Persimon brand aims to be a reference for the consumer, not only because it is a product with a protected designation of origin seal, but also because it offers a brand image and exceptional quality with which we intend to reach the most demanding palate".
A product with ample room for international growth
According to the DOP, kaki continues to be a little-known fruit in numerous markets, which opens up a broad path to continue growing. In Spain, the level of awareness exceeds 90%, while in other key European destinations, such as Germany or France, it barely goes beyond 70%.
"We work in a very competitive environment with a strong commitment to private-label brands, and for that reason we want the consumer to easily recognize the best kaki they can find on the market, which gives them confidence and satisfaction every time they buy a kaki from the Persimon brand," adds the president of the DOP Kaki Ribera del Xúquer.
The Spanish market absorbs around 20% of the total volume. Outside our borders, Germany, France, and Italy stand as the main destinations, concentrating a little more than 40% of sales abroad. After them come countries such as Poland, the Czech Republic, Belarus, Switzerland, or Ukraine.
The Persimon brand also reaches other extra-EU markets, including Brazil and Canada, although with quantities that are still modest compared with European countries. Likewise, consignments are sent to the United Arab Emirates, Jordan, or Morocco, although in these cases the export percentages are much lower.
Strong investment in promotion and institutional support
Brazil and Canada have become priority hubs for Persimon’s international campaigns, integrated into promotion programs financed with European funds and developed together with partners such as Interfel or Freshfel. In parallel, a joint effort is maintained with the French kiwi producers association to strengthen its presence in the Gallic market, considered strategic for the DOP Kaki Ribera del Xúquer. At the national level, the DOP continues its commitment to consolidate recognition of Persimon through an intensive promotional campaign in the retail channel.
"All these campaigns involve an investment of more than two and a half million per year in promotional campaigns, which demonstrates the commitment of all our farmers and cooperatives to promoting a fruit that is still relatively unknown to many consumers, although this varies depending on the country," Arnandis has stressed.
At the official start-of-campaign event, the councillor for Agriculture, Water, Livestock and Fisheries of the Generalitat Valenciana, Miguel Barrachina, attended, as did the mayor of l'Alcúdia, Andreu Salom, various first mayors of the region, and a large representation of the Valencian agricultural sector. During the event, masymas Supermercados was recognized for its commercial support and for promoting the DOP Kaki Ribera del Xúquer, as well as À Punt, the Valencian public radio and television broadcaster, and Salvador López, a member of the board of the regulatory council.