Dole Italia: orange quality guaranteed by the strength of the brand and the integrated supply chain

Dole opens the orange season, relying on a fully integrated supply chain, which enables it to oversee every stage of production and guarantee high quality standards, continuity of supply and an efficient service for customers.

This is taking place in a challenging context: the campaign for oranges from South Africa is getting into full swing amid adverse weather events, which have reduced product availability and put pressure on prices. Unfortunately, this situation is expected to continue in the coming months. The company is tackling this complex situation with determination, drawing strength also from the value of the Dole brand, recognised as a guarantee of consistent quality and a driver of a premium positioning, capable of generating consumer trust, recognition and repeat purchases. We discuss this with Matteo Pirotta, sourcing director at Dole Italia, who provides an update on the progress of the campaign and explains how direct control of the supply chain represents a strategic element in addressing the challenges of the market.

How is the orange campaign progressing?

The start of the campaign was characterised by lower-than-normal product availability. This was due to several major weather events that affected South Africa. More than six weeks ago, in fact, the country was hit by severe flooding, requiring preventive measures to be taken to limit the impact on production. The consequences are now being felt mainly in the volumes available. Despite this, the Dole-branded product arriving in Italy is of a very high quality, thanks to the careful selection and checks we carry out throughout the supply chain.

What is the market trend today?

The reduced availability of product is already putting pressure on the market, with prices expected to rise in the coming weeks and for the remainder of the campaign. According to data from the Citrus Growers' Association of Southern Africa, orange exports are significantly lower than last year: an estimated 18 million cartons, compared with 27 million in the previous campaign. Volumes destined for Europe stand at around 7,4 million cartons, compared with 10,3 million recorded in the week of 29 , representing a contraction of approximately 2025. This scenario is compounded by logistical difficulties linked to the international situation: limited container availability and longer maritime transport times mean that ships make more stops to complete their loads, with transit times that can be up to two weeks longer than in the past. 30%

What are Dole’s strengths in this context?

Our main distinguishing feature is a fully integrated supply chain. Dole farms are present in the main citrus-growing areas of South Africa, from the north of the country to the Western Cape, and we have direct control over every stage of production. We apply rigorous quality protocols throughout the process, from cultivation to storage, packing and transport, with particular attention also paid to environmental and social aspects, including certification and water-resource monitoring. Dole is one of South Africa’s leading citrus exporters, with around 10 million cartons exported every year, equivalent to approximately 150.000 tonnes, including oranges, mandarins, lemons and grapefruit. Direct management of production also enables us to oversee all the varieties we market and plan supply according to market requirements throughout the year.

Which varieties will be the stars of the campaign?

Our offering includes a wide range of varieties to meet the different needs of the market. These include Navel, appreciated for their balance of sweetness and acidity; Salustiana, also available with edible skin; Cara Cara, recognisable by their distinctive pink flesh; Valencia, including Midnight variants and seedless versions. They are marketed both loose and in the classic Dole-branded net packs. In particular, we are seeing growing demand for nets weighing 1,5 and 2 kg, increasingly appreciated by consumers for their practicality and recognisability. The Dole brand is a distinguishing factor in the category: it is synonymous with consistent quality and reliability, facilitates consumer choice and, thanks to its recognisability, helps create value and encourage repeat purchases.

What are the prospects for the coming months?

Forecasts indicate a campaign characterised by lower volumes than in a standard year, especially for the Valencia variety, due to losses recorded on farms following the weather events. The reduction will mainly affect the smaller sizes. The more thorough checks carried out in the field have in fact meant that the fruit has remained on the trees for longer, encouraging a natural increase in fruit size. Harvesting was nevertheless carried out at the optimum stage of ripeness, in order to preserve the organoleptic characteristics as effectively as possible and guarantee consumers a product of high quality, flavour and freshness.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.