CHILEAN FRUIT RIPENS APPETITES FOR QUALITY

AMY I. STICKEL

Tree-ripened fruit from Chile is brightening the produce department this winter and building consumer demand for high-quality fruit year-round.

That is according to produce executives interviewed by SN in recent weeks as the Chilean fruit season reached full swing. Consumers want quality, and they are willing to pay the higher premium on tree-ripened peaches, plums and nectarines. The Chilean Fresh Fruit Association, Sausalito, Calif., estimated that this season's total imports would be similar to the 1993-94 season, when 54.7 million cases of fresh Chilean fruit landed on retailer's shelves. About 15% of all fruit sales in pounds from January through April last year were Chilean imports, the association said.

This is the first year that the Georgia division of Cub Foods Stores has used a tree-ripened program. That program is paying off, according to Ken Lanhardt, director of produce and floral operations for the 13-unit division based in Lithia Springs, Ga. Cub Foods is headquartered in Stillwater, Minn.

"I'm very pleased with the peaches, plums and nectarines we've been getting," he said.

"We're really doing it because our customers wanted it," he said. "They wanted something they can take home and eat right away, without allowing it a few days to ripen."

Lanhardt said consumers are willing to pay the higher premium, particularly in the competitive Atlanta market where Cub Foods operates. Lanhardt said he has instructed his supplier, Minneapolis-based Supervalu, that he wants 100% tree-ripened product, or nothing at all. "Once you've

started the tree-ripened, you can't go back," he said.

Cliff Stebe, produce buyer for 14-unit Dierbergs Markets, Chesterfield, Mo., said his consumers have grown to expect a year-round tree-ripened program. "We've been on a tree-ripened program out of Chile for the last three years, and we're on a tree-ripened program year-round out of California," he said. "Customers want a product with flavor, and this is the product that has it.

"We haven't found a price problem. The customer doesn't mind paying for the quality," he said. Stebe said that tree-ripened stone fruits, including peaches and nectarines, generally retail for $1.99 a pound.

"The quality this year is excellent. It's got good color and taste," Stebe said. Clark Wood, corporate produce specialist for Associated Food Stores, Salt Lake City, a wholesaler that services about 750 independents, said he is experimenting with tree-ripened fruit in some markets. He said the program is paying off in some cases. "We'll look at rolling out the tree-ripened program to other independents," he said. Keeping price competitive has been a key, though, Wood said.

"We've worked hard to get the pricing down," he said. Chilean produce retails between $1.98 and $2.39 per pound at Associated's independents. Some of the imported produce has been on ad for 89 cents per pound, which Wood described as very competitive.

"I think the imports complement the domestic crops. I only see it enhancing the total category," he said. Several retailers who do not have a tree-ripened program said the quality is also very good this season for Chilean fruit that is being shipped by boat. Wood said even his non-tree-ripened fruit is excellent this year. "The color of the peaches, plums and nectarines is gorgeous," he said. "The Thompson seedless and flame grapes are great.

"Consumers have responded. They like the appearance and the color. That's the initial attraction," he said.

Tom Murray, produce buyer for 11-unit Roche Bros. Supermarkets, Wellesley Hills, Mass., said consumers are more responsive to the fresh fruit this season.

"We've had good comments from customers. That's how I know the quality is better," he said. "They come back and buy more this year. Last year, they weren't rebuying."

Murray said the better quality could be attributed to controlled-atmosphere shipping, which Roche Bros. is now using.

In controlled-atmosphere shipping, fruits are gassed with a mix of carbon dioxide and oxygen while they are being freighted by boat. The gases slow down the ripening process. Controlled-atmosphere shipping is more expensive than regular sea freight shipping, but still less than air-lifting.

Murray said he may consider tree-ripened fruit at some point. "It really depends on the pricing," he said.

Jim Corby, director of produce merchandising for Abco Foods, Phoenix, a 70-unit retailer, said he isn't selling tree-ripened fruit, but may, also, consider it in the future.

"That seems to be more of an issue this year than before," he said.

Corby said he has not really had a problem with quality. "We work with firms we trust," he said.

Rodney Bean, vice president of perishables for 161-unit Hy-Vee Food Stores, Chariton, Iowa, said he is considering direct buying of Chilean fruit.

Bean toured Chile in December as part of a tour sponsored by the Chilean government and the Food Marketing Institute, Washington, and said he was impressed with the modern, up-to-date facilities he visited.