by Christina DiMartino
The North American market for papayas has been growing steadily for the last 10 years, and the majority of that growth is due to Mexican production, which now represents 72 percent of the papayas sold here.
Gustavo García Cuevas is president of the National Papaya Board of Mexico, commonly referred to as ProPapaya, headquartered in Zapopan, Jalisco, Mexico. The organization represents Mexican papaya growers, packers and shippers.
Cuevas questions the U.S. produce industry’s awareness of the strong and growing papaya market.
“Mexican papaya growers and ProPapaya are acutely aware of this powerful market,” said Cuevas. “And we believe it will continue to grow. The papaya is a super-fruit because of its high-nutrient content. Papayas contain 22 times the amount of vitamin A than apples and six times that of oranges. And they provide 17 percent more vitamin C than lemons, 15 percent more than oranges and 9 percent more than pineapples.”
Additionally, in folic acid, calcium and potassium content, papayas far exceed the levels of some of the most popular fruits, such as apples, pineapples, mangos and other fruits.
“Consumers are reacting to these attributes,” Cuevas noted. “It is therefore time for all of the retailers, distributors, wholesalers and foodservice operators to be offering papayas on their portfolios, and to make them more visible. This visual concept is the only barrier between consumers and this fruit.”
He stressed that the produce trade in North America can find papaya supplies directly through ProPapaya, which will attend to customers’ specific requirements by connecting them with growers and packers that can address and fulfill special needs, thereby eliminating middlemen and increasing efficiencies. It gathers more than 7,000 Mexican growers that work together in the development of this popular crop for Mexico and for its international markets.
Cuevas pointed out that Mexican papayas are not only the most sold in North America, but that Mexico is also the leading source in the international market.
“This is because of the outstanding quality and freshness of our papayas, and also because of the high level of service that we and our growers provide,” he said. “Mexican papayas are closer to the end user in North America than fruit from any other country.”
Mexican growers produce primarily two papaya varieties: the Maradol and the Royal Star, each with its own distinct profile.
The Maradol papaya averages between three and five pounds. When unripe the skin is green, but it turns a vivid yellow-orange when mature, when it’s also common for them to have a few freckles. The flesh is soft and juicy when ripe, with a sweet flavor and slightly fruity but pleasant aroma.
The Royal Star papaya has a distinct flavor and aroma of sweetness. It is named for the star-shaped core when the papaya is cut open. It is smaller in size — between one to three pounds — and was created to suit the needs of smaller families. It is somewhat rounder at the ends than the Maradol, and can be nearly symmetrical from end to end. The flesh is red-orange and is very sweet.
ProPapaya is also a strong-arm in promoting and marketing Mexican papayas, which is funded through Secretaria di Agricultura, Ganaderia, Desarrollo Rural Pescay Alimentación, or SAGARPA.
The ProPapaya web site, moveforward.com.mx, was developed specifically for the trade. It helps to guide and direct all buyers — importers, brokers, distributors, wholesalers, retailers and foodservice operators alike — with all the necessary details, as well as the advantages of carrying Mexican papayas in their portfolios.
Its direct and strong promotion to retailers is in an effort to get them to purchase more papayas and to increase sales by promoting the fruit in their ad circulars and flyers.
The agency is also marketing directly to consumers in an effort to educate them on the high nutritional value and wonderful flavor of papayas. And it provides handling tips, recipes and more. Cuevas said its consumer promotional initiatives span far beyond technology.
“We will be launching a campaign on CBS,” he explained. “Some of our spots will be on morning news shows, and Mexican papayas will be featured on the ‘Dr. Phil’ show. On Dec. 22, on the Dr. Oz show, the portal helped to educate consumers on the health benefits of papayas. We are also engaging social networks like Twitter and Facebook.
“Mexican papayas are available year round,” Cuevas continued. “And they provide a delightful ‘taste of the tropics and exotics’ when promoted during colder months. Papayas are a treat any time of the year, and the nutritional benefits are an outstanding addition.”
ProPapaya helps thousands of growers share their passion for this fruit with buyers on all levels. Cuevas said that ProPapaya is a bridge that connects them to papaya sources, ensuring that only safe, fresh, healthy and high-quality product is shipped.
“Our more than 7,000 Mexican growers work together in the development of this popular crop for Mexico and for the international markets,” he pointed out. “Our mission is to make sure that all of the papayas that Mexico ships abroad fulfill each and every norm, regulation and standard in terms of quality and safety required by authorities in each market. And we service clients in ways that provide them with full satisfaction.”
Source: Produce News