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FRUITS & VEGETABLE

Orri Jaffa mandarin exports to US & Canada to witness significant hike
Tuesday, 08 January, 2019, 16 : 00 PM [IST]
Tel Aviv
The Plant Production and Marketing Board of Israel has predicted that 2019 will see a significant increase in the exports of the Orri Jaffa mandarin to the United States and Canada. The organisation set goals for expanding the exports of its leading, easy-to-peel mandarins in response to the increased demand for high-quality easy-peelers.

The Jaffa Orri is a mandarin developed by scientists at the Israeli Volcani Research Centre. This easy-to-peel mandarin retains an excellent, fresh and sweet flavour with a fleshy texture, and mouthful juiciness, while bearing virtually no seeds. It also carries a particularly long shelf life and appears later in the season compared to other easy-peelers – from January into May.

The American citrus market has been growing significantly in recent years and is composed largely of imports. The mandarin sub-category is the largest in the citrus category, accounting for about 40 per cent of the citrus market.

Over 2,30,000 tonne of easy-to-peel mandarins are shipped into the US annually, at a total value of over $1 billion. This is in addition the over million tonne produced locally.

Data from studies conducted in recent years confirmed a doubling of per capita consumption of easy-to-peel mandarins in the past two decades. This coincides to a significant increase in the intake of easy-peelers in the American market, mainly in place of traditional oranges.

In recent years, this phenomenon has led to a sharp upsurge in the import of easy-peelers to America, leading to the establishment of new groves.

“The US market for easy-to-peel mandarins is substantial and holds promise as a developing target market for Israeli citrus exports,” said Tal Amit, director, Citrus Division, Plant Production and Marketing Board of Israel.

“The success of easy-peeler mandarins in particular can be easily credited to the fruit’s great flavour and unbeatable convenience,” he added.

Over the past five seasons, citrus exports from Israel to North America have increased from 3,000 tonne to 9,000 tonne last season, of which about 5,300 tonne are easy-to-peel mandarins. This season, export of Orri Jaffa mandarin alone is expected to reach 9,000 tonne, constituting a potential 70 per cent growth.

In spite of this significant rise in consumption of the mandarins in the US, consumption per capita is among the lowest in the world, about 2.5kg per year. But based on the rapidly-increasing demand, that figure is forecast to double. In Canada, that figure has almost doubled, exceeding 4.6kg per capita.

Orri Jaffa mandarin currently is exported to 45 countries worldwide. Most of the yield is exported to Europe (78 per cent). The most prominent outlets in Europe of the popular fruit are France (39 per cent), the Netherlands, Scandinavia and Russia (seven per cent each). About 18 per cent of the fruit is shipped to North America, and four per cent to Asia Pacific.

The Plant Production and Marketing Board of Israel was established in 2004 to assist farmers in advancing their agricultural missions.

The board promotes the Jaffa brand and other registered citrus industry brands. It helps kick-start pioneering R&D (research and development) projects, executes centralised crop protection initiatives, assists organisations in meeting phytosanitary standards and insures growers against weather-related losses.
 
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