After several consecutive years of frost, the Styrian apple industry is now enjoying a normal harvest again. Not only is the Austrian domestic market benefiting from this year's bumper crop, but export markets can now also be fully supplied again, reports Michael Pichler, sales manager at Kröpfl and a regular exhibitor at Fruit Attraction in Madrid. Traditionally, the three-day trade fair at the end of September marks the official start of the new export campaign.
© Hugo Huijbers | FreshPlaza.com
Michael Pichler (right) and two colleagues from the sales team at the joint stand of the OGS producers' cooperative at this year's Fruit Logistica. Both the number of members and the total area have remained fairly stable in recent years.
Difficult seasonal transition, good domestic sales
This year's apple harvest in Styria began in early August with the early apples Summered and MN55, followed by SweeTango. According to Pichler, the harvest of the main varieties Gala and Golden Delicious has now also been completed. "We are extremely satisfied with the quality of the Gala harvest. The fruit is predominantly firm, beautifully colored, and has a high Brix content. Our Golden Delicious apples also have a significantly higher Brix value compared to last year." Due to last year's poor harvest, the seasonal transition was somewhat bumpy this year. "The Golden Delicious storage facilities were already largely cleared by mid-August, resulting in a marketing gap of five to six weeks. The same was true for our Jonagold stocks, which were also largely cleared in August."
© Hugo Huijbers | FreshPlaza.com
As a result, the new harvest met with an extremely receptive market, Pichler continues. The price structure was adjusted to reflect the abundant supply. "Due to the tight supply situation, prices were quite high at times during the summer. This then stabilized at a normal level at the beginning of the new harvest, which was entirely foreseeable." Kröpfl considers sales on the domestic market to date to be encouraging.
© Hugo Huijbers | FreshPlaza.com The main varieties exported include Gala, Golden Delicious, Granny Smith, Braeburn, and Elstar. The apples are sold both through European wholesale markets (calibre 80+) and food retailers (65-80 and pocket apples). The QTee club pear has also been produced for the domestic market for several years.
Export campaign starts with good prospects
In addition, Kröpfl has been exporting Styrian apples for many years, primarily to other European countries. Pichler: "Based on previous results, we are quite confident about the new export campaign. Due to the good domestic harvest, demand in Germany will probably be somewhat more subdued this year. However, we see good marketing opportunities in Northern and Southeastern Europe as well as Spain, especially in the final phase of the season, where we have built up a good reputation over the years. We are already receiving inquiries from Hungary and the Balkan countries, where severe frost damage has been suffered this year. We also expect increased inquiries from the Middle East and Egypt in the second half of the season. At the same time, due to the massive losses in volume in the previous two years, we have only played a modest role in exports, so we will have to make greater efforts to acquire customers again this year."
© Hugo Huijbers | FreshPlaza.com
Spain remains one of the main export markets for the Styrian apple industry and is served by Raul Rocca's subsidiary Estiria Team in Barcelona. "In the first half of the season, domestic produce is usually the primary source, supplemented by imports from neighboring countries, Portugal, and France. From Easter onwards, we traditionally come to the fore. The firmness and good product quality of our apples until the end of the season sets us apart." According to Pichler, there are several trends emerging at the variety level. "Fuji has established itself as a niche variety in the last third of the season, and we see further potential for expansion here. Export volumes of Gala, on the other hand, have been declining slightly for several years, mainly due to the long transport route. From the perspective of Spanish buyers, there are numerous cheaper alternatives. We are also seeing a trend toward small packaging in Spanish food retail, although not as pronounced as in Germany, for example."
Keeping cultivation areas up to date
Within OGS, cultivation capacities are also constantly being adapted to changing market requirements. "In terms of area, Gala has now replaced Golden Delicious as the most important apple in cultivation. Club varieties such as SweeTango, Evelina, and Tessa are now an integral part of our range. The aim is to enrich our portfolio in Spain with this crisp, juicy, and, above all, storable apple," he concludes.
Come and visit them at the upcoming Fruit Attraction from September 30 to October 2, 2025, in Hall 8 - Stand 8B13.
For more information:
Michael Pichler
F. Kröpfl Obsthandelsgesellschaft mbH
8272 Sebersdorf 274, Austria
Tel: +43 3333 / 2033
[email protected]
www.obst-kroepfl.at
https://www.obst-steiermark.at/