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Nadorcott: Full view from the field to sales and marketing

Nadorcott: Full view from the field to sales and marketing
Press release: Don Pawanco

Nadorcott is the winning choice. An exceptional and incomparable late season mandarin. At the Protected Varieties Club, we are concerned about guaranteeing the satisfaction of our growers and associates and we take to the streets to ask them.

The testimonials of these growers and marketers speak for themselves. We invite you to watch the video at: https://www.clubvvp.com/testimonial-nadorcott/.

In the meantime, we would like to share some of the reasons that our players highlight as extraordinary values and that confirm that, year after year, Nadorcott is a profitable and pleasing mandarin.

From the grower’s point of view, the first aspect to highlight is the climate. 

“The climate we have in Spain is, we believe, optimal for producing Nadorcott for two reasons, the main one being the temperature differential between night and day, which makes the sugar-acidity ratio possible and Europe likes that acid touch.

In addition, this climate also allows the color to be that pleasant reddish color. A very intense red and an exceptional organoleptic quality.

Nadorcott yields much more than other varieties, it is very vigorous and has a production capacity that no other variety has.

It is also a very easy to grow variety, withstands cold, heat and extremes and works in almost any climate, even extreme.

Producing Nadorcott has marked a turning point for us, it has given us back the illusion of agriculture, we know that we are going to sell and sell well. That is very important. It is worth every penny invested in it, more than worth it”.

If we move on to the commercial testimonials, the advantages are also stated under the following reasoning.

Nadorcott has a very long sales period, it may be the mandarin with the longest sales period, it goes from January to April, although volumes run out earlier. In fact, if there were more volumes it could, in some areas, be extended until May.

At the organoleptic level, it is a very homogeneous fruit and, in addition, it has a very important amount of juice, which makes you have an explosion of flavor in your mouth.

It is very important, as we have already mentioned, the balance between sugar and acidity, the acidity makes that this fruit is not water with sugar, giving a very good balance to the citrus”.

Value, quality, profitability and enthusiasm, that is Nadorcott, the best choice.

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Global citrus crop shrinks

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The 2019/20 global citrus crop is down for all categories, except grapefruit. Orange production is down 11% to 47.5 million, due to weather-afflicted seasons in Brazil, the EU, Morocco and Egypt, with small increases in China and the US unable to compensate for these losses. The global mandarin crop is down 1% to 31.7 million tons, with drops in all major production regions, especially Turkey (-9%) except China.  The world’s lemon crop is estimated to be down 7% to 7.9 million tons, with Argentina (-11%), the EU (-13%), Turkey (-9%) and the US (16%) all suffering challenging seasons due to weather events. Mexico’s and South Africa’s lemon and lime production are both expected to be up. Lastly, grapefruit was the one citrus category that registered a larger crop in the 2019-20 campaign, with larger harvests in China, South Africa, Turkey and the US more than offsetting the 18% fall in the EU’s crop.

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Japan’s mandarin consumption drops while lemon rises

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The Japanese are eating less mandarins and more lemons, a USDA report on citrus in Japan reveals.

Since 2003, Japan’s annual household consumption of all fresh fruit has dropped 15% – from 97–82kg – but the rate of decline for mandarins has been greater – 30%, to  12.3kg, the report “Japan: Citrus Annual” says.

Prepared by the Global Agricultural Information Network (GAIN), it says the drop in mandarin consumption may be the result of increased availability of other fruit varieties.

Other possible reasons cited are that Japanese consumer preferences have been shifting towards fruit that is not tart or tangy, and younger Japanese tend to eat less fruit which requires peeling.

However, mandarins remain one of the most popular fresh fruits in Japan, accounting for about 15% of fresh fruit consumption there in 2013.

“The Japanese industry has been trying to encourage consumers, particularly younger consumers, to purchase more mandarins by introducing ready-to-eat mandarin products such as cut fruit and jelly-fruit cups.”

“Japanese production, consumption and imports of mandarins are forecast to decline further in MY 2014/15, as farmers continue to exit and consumers substitute other fruits and sweets for mandarins,” it says.

Japanese imports of fresh mandarins source USDA.png

Increased lemon demand, production

Meanwhile, total numbers remain small but increased Japanese lemon production reveals underlying consumer preferences and shifts within Japanese citrus production, the USDA says.

“Growers seeking a higher return on their investment are substituting mandarin trees with different citrus tree varieties such as lemon.”

Unlike other fruit harvesting farms in Japan, the area harvested for Japanese lemons has been growing steadily over the last decade as Japanese growers respond to this increased consumer preference for local lemons.

It’s anticipated the 2014/15 campaign will see Japan’s lemon harvest area expand to 500 hectares with production volume slightly increasing to 10,000 MT – up 5% on current production estimates of 9,500 MT.

in Japan, fresh lemons are mainly used by the food service sector, as a garnish or food and beverage ingredient.

“Domestic lemon producers have aggressively promoted the freshness of their produce, as well as introducing some recipes online, and these efforts have slowly increased consumer demand.

Additionally, domestic lemon producers have been targeting safety-cautious consumers by advertising their produce as free of postharvest agrochemicals.”

“In MY2013/14, imports from New Zealand increased to 819 MT. New Zealand lemons fill into the market when Chilean and U.S. lemons are out of season. They are marketed as free of postharvest agrochemicals and sold at a premium price.”

Overall, the impact of citrus greening disease in Florida, tight global fresh orange supplies, a weaker yen and increased competition from substitutable products for Japanese consumer dollars should drive grapefruit, orange, and orange juice imports lower in the 2014/15 marketing year, the USDA predicts.

Japan lemon imports.png

 

Read the report.

Image: “Citrus unshiu-unshu mikan” by Tomomarusan. Licensed under CC BY-SA 3.0 via Wikimedia Commons