Latin America Will Start Providing Fresh Broccoli to the US for Fair Prices

There is something new coming from Ecuador: fairly-priced broccoli that is exported fresh, rather than frozen. Ecuador is a major exporter of IQF broccoli but has so far not exported fresh broccoli due to logistics constraints. However, using new transport technologies, Nova Alimentos is now able to export broccoli that stays fresh for over 35 days, meaning high-quality fresh broccoli can reach the US, East Asian, and European markets.

Stable Production and Prices

Ecuadorian broccoli is grown at a high altitude, at 300+ meters above sea level, which benefits the quality and taste of the broccoli. This altitude is a natural barrier against pests, so the broccoli can be produced with minimal use of pesticides. The cruciferous vegetable is grown year-round and as such, the price is very stable. Ecuadorian broccoli is usually exported frozen, due to the long distances it has to travel to its main markets in the US, Europe, and East Asia. The country faces fierce competition from Mexico, Spain, and China respectively in these markets, but nevertheless remains a highly-sought-after origin for broccoli due to its year-long availability and stable prices.

Exporting Fresh, Premium Broccoli

There is a rising demand for fresh, clean, and premium vegetables in developed countries. Consumers are becoming more aware of sustainable farming and sustainable products and are increasingly interested in products that promulgate these values. Companies such as Nova Alimentos aim to listen to these consumer needs by exporting fresh broccoli to these markets.

Using a special new transport technology from Japan, Nova Alimentos will start exporting fresh, rather than frozen, broccoli to major markets. This new technology keeps the broccoli fresh for 35 days meaning that after transport, the fresh broccoli can still be sold as a premium product. The company’s broccoli is also chemical-free and only the head is exported.

The company prides itself on being in control of the whole value-chain. They grow their broccoli in the mountains near Quito, and pack the vegetables themselves in their own facilities. Transport technology is also in the hands of the company itself. This allows Nova Alimentos to ensure a low, steady price all year round. Furthermore, the company also offers its long-term clients to buy price options, which ensure that the price will stay stable and protect customers against sudden, unexpected price shocks. This is all part of the extensive support service the company offers to its clients. They also plan to offer educational content on broccoli to buyer partners.

Uncertainty in US Market

The US market has been quite volatile during the last few months. Prices have spiked due to heat issues in the main growing areas and there has been a lot of uncertainty in the market regarding future prices as well. Many US importers have looked to Mexico and other close-by Latin American countries for fresh broccoli, as prices of imported broccoli are currently lower than those of domestic broccoli. Under these circumstances, the new transport technique employed by Nova Alimentos could help Ecuador gain a foothold in the US fresh broccoli market.