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Citrogold -

Expansion of Leanri citrus variety in global markets applauded

Citrogold, a player in the citrus intellectual property and cultivar management industry, announces the successful expansion of the Leanri variety into global markets during the 2023 export season.

With its distinctive characteristics, the Leanri variety has become a disruptor in the midseason window, offering an alternative to well-established varieties like Clementines and Novas.

In a significant move towards broader market access, 16 exporters were licensed during the 2023 export season to handle Leanri variety shipments. Citrogold placed emphasis on ensuring the correct sizing and quality of fruit through a requirement for exporters to submit marketing plans, particularly for developing markets such as China, the USA, and large-sized fruit destined for the EU (European Union).

This strategic measure aimed to safeguard the reputation of the Leanri variety during its first year of multiple export channels. The diversification of licensed exporters not only facilitated wider global reach for the Leanri variety but also fostered a healthy competitive environment. This approach positions the Leanri variety for increased recognition and market presence, offering consumers a unique and high-quality citrus option.

The 2023 export season witnessed a peak in activity a week earlier than previous seasons, with a balanced distribution of exported volumes among various target markets. The Middle East emerged as the most popular market, closely followed by Europe, reflecting the global appeal of the Leanri variety.

Since its introduction in 2020 with an initial export volume of 657,407 cartons, the Leanri variety has demonstrated remarkable growth in global demand. In 2021, the export volume surged to 1,617,297 cartons, reflecting a substantial increase in market interest. The momentum continued into 2022, with an impressive export volume of 2,020,642 cartons, underscoring the variety's growing popularity. Looking ahead to 2023, projections indicate a significant expansion, with a planned export volume of 3,078,912 cartons.

"These projections signify not only the sustained success of the Leanri variety but also the confidence in its continued market penetration and consumer appeal. We predict that Leanri exports will increase in the future into the USA as more plantings come into production in the Western Cape. USA customers are becoming more accustomed to the variety which fits perfectly into an earlier window before the late mandarins hit the shelves. Africa and the Indian Ocean Islands are target markets with the potential to export larger volumes of bigger-sized fruit. China has the potential to increase its market share globally but requires strict quality specifications. The Leanri variety is still new in the market and will develop and become competitive in the future," states Mdumiseni Khumalo, Technical and Sales Manager of Citrogold.

For more information:
Mdumiseni Khumalo

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