Preparations for the upcoming date season in Tunisia are progressing under fair winds, but the shadow of the previous season still looms over exporters. Mariem Hamza, technical sales engineer at Nour Fruit, is optimistic but remains cautious: "We have every reason to believe in a successful campaign, but let's not forget that last season, everything was going well until the very moment of harvest, when weather conditions changed the fate of the season."
© Nour Fruit
Mariem reports on the ground situation: "Weather conditions have been clement so far, and the phytosanitary and pest control situation is under control. We are well prepared in terms of logistics, fruit handling, and post-harvest operations. Our growers are anticipating good yields and large sizes, and the proportion of dates in the higher quality grades is expected to reach up to 60% of production. We hope that everything will go well until harvest time, bringing together all the ingredients for a successful season."
In a highly competitive industry, Tunisia has a decisive advantage: its flagship variety, Deglet Nour, which dominates production and is found in only three North African countries. It is also a variety that has built up a loyal customer base over the decades. Mariem describes this variety: "Deglet Nour, or 'shiny date' if you translate its name, is distinguished by its brilliant appearance, high fiber content, sweetness, and pleasant texture, which makes it very enjoyable to eat. It is akin to high-end date varieties. There is competition between high-end varieties, but each market and consumer has its preferences, and Deglet Nour stands out and holds its own against other varieties such as Medjool dates."
© Nour Fruit
Competition will therefore be between producers of the same variety, particularly with Algeria. Although Algerian exporters are absent from the Moroccan market, the largest importer of Deglet Nour dates in terms of volumes, due to diplomatic disputes, they remain highly competitive in other markets. The exporter explains: "At Nour Fruit, we focus on high-value-added markets, such as Europe and Asia, rather than volume-oriented markets. Competition with Algeria will be fierce, as our Algerian counterparts practice aggressive pricing."
"We will therefore continue to prioritize the development of our markets. We will focus on satisfying our customers in Europe and Asia, whether in terms of understanding their needs, selecting high-quality dates, or enhancing packaging. The next season comes at a delicate time: we hope to recover and regain our market position after a difficult campaign last season, and it is also the last season in a long time where we can export freshly harvested dates to Asia in time for Ramadan. We will thus place great emphasis this year on satisfying our Asian customers," she continues.
[Editor's Note: Ramadan is a month in the Islamic lunar calendar where a year runs only 354-355 days, creating a shift of 10-11 days earlier each year on the Gregorian solar calendar. For example, if the beginning of Ramadan coincides with early January this year, the next time this coincidence will occur is in 30-33 years. This shift impacts the trade of fresh products due to their seasonality. During the month of Ramadan, there is a high consumption of dates in predominantly Muslim countries.
The preferences of Asian markets in the date sector differ from those in Europe. Mariem: "While European consumers prefer large-sized dates in branches and small packaging, Asian buyers' preferences are shaped by the coloration of the dates, as well as the imperatives of longer transit times, such as higher humidity and larger packaging."
© Nour Fruit
The exporter concludes, "We will be exhibiting at the Anuga Food Fair in Cologne and look forward to meeting our customers face to face and discussing their needs for Ramadan and beyond."
For more information:
Mariem Hamza
Nour Fruit
Tel: +21698758988
Email: [email protected]
www.moon-dates.com