Being the first Mediterranean country to reach the markets and standing out in terms of quality: the assets of Spanish cherries

The acreage devoted to Spanish cherries has remained more or less stable, exceeding 28,000 hectares which yield an annual production of over 100,000 tons. Processes of varietal conversion in recent years, as well as investments in technology and greater know-how, have added more value to a product considered top of the fruit range. One of the motivations for this has been the greater competition, given the development of the production in many other countries, which is one of the sector’s many challenges. Mónica Tierno, General Manager of Agrupación de Cooperativas del Valle del Jerte, and Héctor Ripoll, partner of the producing and marketing company Cerima Cherries, both members of the National Cherry Board, make an analysis of the current situation of the Spanish cherry sector.

“We have observed that the most important cherry producing areas in Spain account for most of the area devoted to cherry cultivation in the country. In the Jerte Valley, in Extremadura, the acreage remains rather stable, while in other producing areas, such as the Ebro Valley, in Lleida or Aragon, there has been a slight growing trend in recent years. In other areas, such as Albacete, growth is much slower. The same applies to Alicante, which has been hard hit by inclement weather in recent seasons,” says Héctor Ripoll, producer partner of Cerima Cherries.

Cherries are a highly seasonal product, and as such, the production is limited to a few months in each producing area. The varietal renewal carried out in recent years has been making it possible to start earlier and finish later with products that are better adapted to consumer needs. “In the earliest areas, such as the Ebro Valley, Lleida or the Jerte Valley, the aim is to promote earliness, while in the later areas the aim is to extend the campaign as much as possible, avoiding the month of June, in which more fruit of different origins is available, both in Spain and in other countries, such as Turkey, Greece, Italy and other Central European countries, such as Switzerland, Germany, Belgium, the United Kingdom, France, etc.,” says Héctor Ripoll.

According to the producer, earliness in the past entailed arriving as soon as possible with the motivation of obtaining good prices. Now, based on their purchases, the consumers themselves have driven the development of taste quality.

“In the past, there was often extra-early fruit available with little flavour and poor colour, as well as an excessively soft texture that caused problems in the post-harvest process. This caused sales to drop and therefore, the starting prices of extra-early varieties suffered in previous seasons. Now there are hardly any early varieties planted that do not offer good flavour and quality, so the situation is gradually reversing. Fortunately, we have many more breeding programs today than we did 20 years ago. We are finding interesting breeders in the United States, France, Chile, Germany, etc.”

“The more traditional varieties are being replaced by more modern ones with better planting arrangements that offer higher productivity, larger sizes, flavour, and hardness, which is what the market demands,” says Mónica Tierno, General Manager of Agrupación de Cooperativas del Valle del Jerte.

“We seek fruit that can withstand travel as soon as possible, although the fact that we have production areas located at between 400 and 1200 meters allows us to extend the campaign quite a bit, starting in mid to late April and finishing at the end of July. The early part of the season is particularly interesting for us in order to position ourselves. It is a time when consumers are already looking for something new after many months with winter products, and cherries are one of the most eagerly anticipated fruits. Furthermore, we see that there is still room for our cherries in July, because despite there being local production in Central Europe, many consumers, except for the French, continue to appreciate the quality of Spanish cherries, which still have a place on the shelves,” says Monica.

Being the first Mediterranean country to reach the markets and standing out in terms of quality: the keys to competition

Spanish cherries have become much more valuable in terms of quality thanks to varietal renewal and production and sorting processes, although they have also gained competitors in other countries where the production has grown and where lower costs allow them to offer aggressive prices, as is the case of Turkey.

“It is true that Turkey does not have the same technology and the quality of its products is inferior, but since it has such cheap labour it can offer very competitive prices, which is attractive for many markets,” says Héctor Ripoll. “There is considerable pressure from Turkey and Greece in June. While Spain is a Mediterranean country, as Mediterranean as Turkey, Greece or Italy, the particularities of our microclimates allow us to be the first to reach the markets in the northern hemisphere, and that is one of our strengths. Together with quality, this is our trump card to position ourselves. Distance and logistics also play in our favour in the European markets compared to our Mediterranean competitors.”

“Looking ahead to the 2022 season, there is concern about the influence that the Turkish production could have on the international markets as a result of the conflict between Russia and Ukraine,” says Mónica Tierno. “We have not exported to Russia since 2014 because of the veto; however, in the face of the devaluation of the rouble and other difficulties that the war may bring, Turkey, which had no restrictions to export to Russia, may choose to divert its fruit to other markets, and Europe is certainly an option.”

“WE MUST NOT FORGET TO FOCUS ON PLACES WHERE THE ECONOMY AND THE BIRTH RATE ARE GROWING.”

Both entities are shipping most of their exports to European markets, as well as to more distant countries in Asia, the Middle East, or South Africa. Both Monica and Hector agree that there are still many protocols to be opened for Spanish cherries, especially for the coveted Chinese market.

“We know that cherries are a very popular product in China, but the negotiations for the export protocol have been stuck for more than 5 years, and since the Chinese market was opened for table grapes, it has not been reopened for any other product,” says Monica Tierno. “The COVID-19 pandemic has not made things easier in the last two years, as we have seen with Chile. We remain interested in this market, but we are also looking to expand in other areas, such as the Persian Gulf countries, although the risks are too high at the moment, given the increase in the cost of air freight. We have potential customers overseas, but we are waiting to see how the global situation evolves. In the period when our volumes peak, in late May, there could be more stability.”

The general manager of Agrupación de Cooperativas del Valle del Jerte also warns that Europe is an area in economic recession with a relatively aging population. “We must not forget to focus on places where the economy and the birth rate are growing. That’s why we are also considering shipping over long distances. If Chile can do it, so can we.”

In addition to Europe and overseas, Cerima also wants to focus more on the domestic market. “There is a tendency to think that all the good products are sent for export, but Spanish retailers are as demanding as any German or English supermarket. If the end consumer finds good products, they quickly get used to them and we quickly move up to the next level. If we also present them in attractive packaging and in bags that help extend the shelf life of the product, as we do for long distances, it would also be appreciated and remunerated. Any improvement in the value of the product is appreciated by the consumer.” “The supply has grown, and this has forced us producers to ‘get our act together’.”

This year, both producing areas, the Jerte Valley and the Ebro Valley, are starting their productions in mid-April, as the trees have had enough hours of cold in winter and a good flowering.

Input costs have skyrocketed. Fertilizers, fuel, energy, and packaging materials have all become more expensive. “For the time being, producers and marketers are covering the extra cost, and we hope that large retailers will also take their share, and that this can be reflected on sales prices. The pockets of consumers are already feeling it,” says Monica Tierno. “If the fruit has the right quality, we will be able to pass the higher costs on to the prices. If not, it will be very difficult to do so,” says Héctor Ripoll.

Cherries are a product with added value in itself which has become much more competitive in recent years, especially as the acreage has expanded in areas where it wasn’t grown before, or was hardly grown

at all. “The supply has increased, and this has forced us to become more demanding and to make greater economic efforts in the form of investments. All of us growers have been forced to get our act together. At the moment, despite the fact that there is already a great productive potential in the Mediterranean area, a series of adverse weather events recorded in the last few years in different countries has somehow helped regulate the supply. At the moment, the product continues to be profitable for the entire value chain,” says Mónica Tierno.

“We are very happy with the results that this fruit is yielding, despite the challenges it presents, starting with the availability of laborers, which is motivating investments in automation for the sorting, calibration and packaging processes,” says Héctor Ripoll. “For now, cherry harvesting cannot be mechanized due to the fruit’s fragility and ‘many hands’ are needed in a short period of time, due to the large volumes that arrive at once.”

“At the same time, there is also the more worrying issue of climate change, as this is a fruit that is highly sensitive to the weather, and the weather patterns have been changing, with rain, frost or hail recorded at unusual times and in areas which didn’t use to have them. If the year is a good one, without any impact from bad weather, the final customer’s appreciation of the fruit improves exponentially. We are talking about a top variety, a desired snack within the stone fruit segment, and we believe that consumption will continue to increase, as long as quality standards are maintained, with varieties with a turgid texture and sufficient dry matter in their pulp for a long post-harvest life, good brix, good size, etc.”