First shipment of Australian citrus displays high volume and maturity
First shipment of Australian citrus displays high volume and maturity
The 13th is proving to be a lucky number for DNE and the Australian citrus crop it has imported exclusively since 1992. The arrival of the River Phoenix with the year's first shipment of seedless Navel oranges from the Aussie groves, occurred at the port of San Diego July 6, carrying some good news for retailers as well.
The initial shipment was 50 percent more than in 2004, and due to an early season, the fruit's maturity levels are far superior to a typical early-season crop. On hand to greet the vessel were representatives of DNE World Fruit Sales and Australian citrus coordinator Riversun.
The huge volume of 3,500 palettes of 35-pound cartons of Navels, with a Brix level of 10 to 11, was not a surprise to Stu Monaghan, DNE sales manager for Australian citrus, who visited the growing region during a trip to Australia last November.
"We could tell then that we had an exceptional season ahead," Mr. Monaghan said. "It was confirmed today as the fruit has spectacular color and a very sweet taste, and the total crop will be 20 percent higher than last year.
Total yield for the oranges will be 1.65 million boxes. What was unanticipated last fall was that its arrival would alleviate a market shortage for the popular, tasty Navels. The huge citrus-growing states of California and Florida have had to quarantine South African Navels for an indefinite period, and the domestic supply was exhausted weeks ago.
The Australian citrus crop includes Minneola tangelo and Ellendale mandarins and tangerines, but only the Navels arrived on this shipment. The zipper fruits are on the next vessel, which arrives in San Diego from its 16-day journey on July 20.
As with the Navel oranges, their numbers have also increased over last year.
Supplies of the Minneolas will be 15 percent higher, with 330,000 boxes anticipated, the Ellendales will reach 100,000 boxes and Honey tangerines will reach 25,000 boxes.
Affecting the volume, too, is that the Australian season will run through October, making it a seamless transition for retailers to keep their bins full until the domestic fruit is shipped.
"F.o.b.s on all varieties will be comparable to the past several years, Mr. Monaghan added. "Navel sizing is also consistent with that of the past. We will begin with 72s, followed by 88s. As we get into August, the fruit will have sized up to 72s and be followed by 56s.
The superior harvest has rewarded DNE's recent marketing efforts to expand its markets overall and in California and Florida in particular.
"We've been very aggressive with the biggest retailers knowing we had a bumper crop that would meet their requirements, Mr. Monaghan said.
DNE now offers optional packaging to help fulfill its customers' needs. Retailers can order both Ellendales and Minneolas in three- and five-pound Vexar mesh bags. Bagged citrus will be shipped out of the same location as bulk cartons, adding one-stop shopping to the list of additional benefits.
After pulling its merchandising in house this year to have more control over the program's dynamics, DNE offers advertising dollars to retailers who promote Australian citrus in their media programs.
The support is intended to help drive the business and to increase consumer awareness about the fruit's quality.
"We look at marketing support as a way of partnering with our valuable customer bank, Mr. Monaghan explained. Marketing is directed through DNE's facilities in Fort Pierce, FL, Visalia, CA, and North Brunswick, NJ. The Oppenheimer Group in City of Industry, CA, collaborates with DNE as its sub-agent. DNE World Fruit Sales provides its customers with the highest level of service from its satellite operations. Mixers are loaded for shipment from Lucca Cold Storage in Vineland, NJ, DNE's facility in Ft. Pierce and from several other strategically located points throughout the United States.
The initial shipment was 50 percent more than in 2004, and due to an early season, the fruit's maturity levels are far superior to a typical early-season crop. On hand to greet the vessel were representatives of DNE World Fruit Sales and Australian citrus coordinator Riversun.
The huge volume of 3,500 palettes of 35-pound cartons of Navels, with a Brix level of 10 to 11, was not a surprise to Stu Monaghan, DNE sales manager for Australian citrus, who visited the growing region during a trip to Australia last November.
"We could tell then that we had an exceptional season ahead," Mr. Monaghan said. "It was confirmed today as the fruit has spectacular color and a very sweet taste, and the total crop will be 20 percent higher than last year.
Total yield for the oranges will be 1.65 million boxes. What was unanticipated last fall was that its arrival would alleviate a market shortage for the popular, tasty Navels. The huge citrus-growing states of California and Florida have had to quarantine South African Navels for an indefinite period, and the domestic supply was exhausted weeks ago.
The Australian citrus crop includes Minneola tangelo and Ellendale mandarins and tangerines, but only the Navels arrived on this shipment. The zipper fruits are on the next vessel, which arrives in San Diego from its 16-day journey on July 20.
As with the Navel oranges, their numbers have also increased over last year.
Supplies of the Minneolas will be 15 percent higher, with 330,000 boxes anticipated, the Ellendales will reach 100,000 boxes and Honey tangerines will reach 25,000 boxes.
Affecting the volume, too, is that the Australian season will run through October, making it a seamless transition for retailers to keep their bins full until the domestic fruit is shipped.
"F.o.b.s on all varieties will be comparable to the past several years, Mr. Monaghan added. "Navel sizing is also consistent with that of the past. We will begin with 72s, followed by 88s. As we get into August, the fruit will have sized up to 72s and be followed by 56s.
The superior harvest has rewarded DNE's recent marketing efforts to expand its markets overall and in California and Florida in particular.
"We've been very aggressive with the biggest retailers knowing we had a bumper crop that would meet their requirements, Mr. Monaghan said.
DNE now offers optional packaging to help fulfill its customers' needs. Retailers can order both Ellendales and Minneolas in three- and five-pound Vexar mesh bags. Bagged citrus will be shipped out of the same location as bulk cartons, adding one-stop shopping to the list of additional benefits.
After pulling its merchandising in house this year to have more control over the program's dynamics, DNE offers advertising dollars to retailers who promote Australian citrus in their media programs.
The support is intended to help drive the business and to increase consumer awareness about the fruit's quality.
"We look at marketing support as a way of partnering with our valuable customer bank, Mr. Monaghan explained. Marketing is directed through DNE's facilities in Fort Pierce, FL, Visalia, CA, and North Brunswick, NJ. The Oppenheimer Group in City of Industry, CA, collaborates with DNE as its sub-agent. DNE World Fruit Sales provides its customers with the highest level of service from its satellite operations. Mixers are loaded for shipment from Lucca Cold Storage in Vineland, NJ, DNE's facility in Ft. Pierce and from several other strategically located points throughout the United States.
