Kiwis Market Digest w42

Weekly updates on the Kiwis market

Main Price Movements in the EU

This week marks the start of the Greek Hayward Kiwi harvest, officially beginning on October 15th. European kiwis are already available in wholesale markets, though their availability is limited as the season has just started. According to insights from the Wikifarmer Marketplace, there is an anticipated demand for kiwis, particularly the Hayward variety from Greece. We have compiled this week's insights, along with pricing data from reliable sources such as the German Federal Ministry of Food and Agriculture. 

In German wholesale markets, newly arrived Italian kiwis entered at a price of €4.15/kg, challenging the previously dominant offerings from New Zealand and Chile. Additionally, the market in Munich saw the introduction of early-season Italian "Soreli" kiwis and the first batch of golden kiwis. This indicates a shift in the kiwi market, as imports from Italy and Greece begin to compete with those from the Southern Hemisphere, signaling an evolving trend in demand and pricing dynamics in the region. 

In Italy, the 2024 sales campaign for red-fleshed kiwis has launched, showcasing a fruit with high sugar content and an exotic flavor that meets the preferences of younger consumers. This year’s harvest, 40% larger than the last, reflects the dedication of growers, packers, and commercial partners who have collaborated to ensure high quality and desirable sizes. Greek kiwi cultivation is also evolving, with nearly 20% of production now focused on yellow and red varieties in response to increasing demand and profitable yields. Collaborations with international partners have allowed Greek producers to expand their offerings, particularly with yellow varieties like Jintao and Jinyan and the red variety Dong Hong.

The distribution strategy targets European and overseas markets, including significant shipments to North and South America. Greek nurseries are also actively involved in research programs to develop resilient kiwi varieties that can withstand climate change, ensuring the long-term sustainability of their harvests. With plans to expand exports beyond the Greek market and leverage high-quality production methods, Greek growers are positioned to increase their market share, making their kiwis some of the most recognizable and desirable in the global market. 

The demand for bigger fruits has affected Greek production

There is a growing demand for larger-sized kiwi fruits, which has been supported by increased production. However, last year, many suppliers reported a decreased demand for larger calibers in Europe. This shift prompted suppliers to explore other markets, such as the US and Canada, where a broader range of product sizes is accepted.

This year, the summer heat has resulted in smaller-than-usual kiwi sizes. However, the cooler night temperatures over the past period have benefited the trees by increasing sugar levels. Greek kiwi producers will need to assess the impact of the high temperatures on both the size and durability of their crop, especially given the global demand and the long transit times required to reach international markets, as observed through our transactions.