Sensory tests bode well for Orri citrus in East Asia
To avoid a glut in the European and British markets, Israeli citrus exporters have been teeing up new business deals in China and Japan.
The move comes amid substantial growth for Israeli easy peelers this year, while Spanish and Moroccan competitors have also targeted Europe with good volumes of fruit.
Israel’s Plant Production and Marketing Board recently commissioned sensory market research to investigate what Asian consumers think about the Israeli fruit and to use the results to help plan how best to position and market its mandarins.
The research finds that 73% of Chinese consumers agree that they would purchase the easy-to-peel Jaffa Orri fruit, while 81% Japanese consumers say they would purchase the mandarins (called “Jaffa OR” in Japan).
The sensory market research study in both China and Japan evaluates the Jaffa Orri/OR mandarin’s potential and positioning in these markets, and the findings indicated a significant preference for the fruit.
The research in China involved surveying 202 local residents of Beijing and Shanghai, aged between 25 and 55. Overall, Jaffa Orri performed well — significantly better than Frutaria and Buzhihuo, and exponentially better than Murcott (a.k.a. Honey Tangerine), according to the board's citrus sector head Tamil Amit.
Jaffa Orri was well liked across all sensory attributes, attaining 70% or greater “just right” (optimum score) on color (before peel), strength of aroma, strength of taste, and firmness of texture.
“Interestingly, quite a few consumers spontaneously complimented the fruit on its juiciness and good balance of sweetness and acidity,” says Amit.
Japan findings
Similar sensory market research was conducted in Tokyo, Japan, where 200 men and women aged 30 to 60 years, were surveyed, with similar results as well.
Of the consumers polled, 81% said they would purchase Jaffa Orri mandarins, while 46% said they would purchase Ponkans and 39% Murcotts.
“This is exciting news for the Israeli Jaffa Orri mandarin growers who have put a great deal of efforts to accelerate yield and ensure high quality fruits,” adds Amit.
“Jaffa Orri is set to increase its export volumes to China and Japan in the coming season, commencing January 2018."
Related stories: Ambitious growth in store for Israeli Jaff Orri mandarins
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