According to Guillermo Edo, citrus fruits are still perceived as a generic product for which the sector has failed to create a brand. “In Spain, the current overproduction added to the pressure from imports (Egypt, Turkey, Morocco, etc.) are causing a crisis. The chains are looking for competitive prices and offers for the whole year, thereby pushing prices down. This campaign, the price at origin of lemons has dropped by about 50%. Only the premium quality has somewhat escaped from this pressure. Even the price of juice has dropped drastically. The most dramatic part of all this is that some cooperatives will not be able to pay the agreed prices. As a result of this crisis, some growers have decided not to harvest, leaving 20% of the lemons in the trees,” he says. “The processing industry has also been affected, with the consequent drop in juice prices.”

“A possible way out of the crisis, without taking the competition from other countries into account, would be to create a brand. The apples marketed as Pink Lady or Marlene, or the watermelons sold under a Bouquet label, are examples of products that have been able to position themselves thanks to a brand. Without brands, the supermarkets will only offer low prices,” says Guillermo Edo. –