"All citrus campaigns have their problems, but the current one is affected by them all, starting with climate change, hikes in energy prices and logistic costs as well as a limited purchasing power of families, which has a negative impact on the consumption of fruits and vegetables. All of this is having an effect on the shipments of the first batches of citrus fruits (Navel oranges, clementines and lemons). We commercialize fruit exclusively via our e-commerce, which we have done for the past 15 years. For the first time, the most popular option is no longer the 17 kg one, but rather the 10 kg one made up of lemons, tangerines and oranges," reports Francesco Politino, founder of azienda agricola Arancia Doc together with Sebastiano Di Dio Campisi.
Francesco Politino, founder of azienda agricola Arancia Doc together with Sebastiano Di Dio Campisi dell’
Francesco and Sebastiano are two young Sicilian growers who, tired with market laws and the unsustainable costs of a long chain, decided to work with alternative channels. They own 60 hectares where they produce tangerines, clementines, Nova, late tangerines from Ciaculli, Monreale, Navel and Moro oranges as well as Tarocco Gallo. They are the pioneers of online sales, which are destined all over Europe. The fruits bear the 'Arancia Rossa di Sicilia' PGI mark to further promote their typical productions.
“A 40% drop in volumes is expected due to climate change and to the hot temperatures in May in particular, which caused fruitlets to drop especially in the older groves. Quality and the first grades are excellent, and they are quoted at €2.50/kg compared to the €1.20-1.60/kg of the previous campaign. This is due to the higher costs along the entire chain for packaging, fuel, cardboard, electricity and fertilizers. Now we fear a drop in consumption due to the expenses families have to sustain."
What's worrying is that the high price of the produce may cause demand to collapse, since these products are not basic necessities. This in turn means the fresh produce sector may be the worst hit by the drop in consumption and the higher cost of living.
The e-commerce channel has evolved over the years, especially in 2020 due to the pandemic.
"We commercialize approximately 1,000 tons of citrus fruits to families and consumers who choose the short chain, i.e. harvesting to delivery in two days. It is difficult to find this level of freshness in supermarkets. In addition, local shops have almost entirely disappeared, except for big retail chains. Our clients place two orders a month on average, with 50thousand families buying online. We were born with this identity, and we want to keep it."
“Despite the lower quantities, I expect this to be a long campaign, which will continue at least until May due to the lower consumption. We are now hoping for a political intervention to rebalance energy prices, so that the average families can deal with extra expenses. Our produce is packaged in 10 or 17 kg boxes without additional shipping costs. Orders generally involve a mix of citrus fruit we ship to Italy as well as all over Europe, Germany, France, the Netherlands and England in particular."
For further information:
Azienda Agricola Arancia Doc
di Politino Francesco
Via Fiume, 32
95046 Palagonia (CT)
+39 320 9792914
[email protected]
www.aranciadoc.com