{"id":1440,"date":"2023-11-13T13:34:42","date_gmt":"2023-11-13T10:34:42","guid":{"rendered":"https:\/\/greekfruits.eu\/?p=1440"},"modified":"2023-11-13T13:35:29","modified_gmt":"2023-11-13T10:35:29","slug":"eurofruit-youphoria-focused-on-collaboration","status":"publish","type":"post","link":"https:\/\/greekfruits.eu\/en\/eurofruit-youphoria-focused-on-collaboration\/","title":{"rendered":"EUROFRUIT: Youphoria focused on collaboration"},"content":{"rendered":"<div class=\"standfirst\">\n<p>New Greek fruit brand Youphoria is prioritising quality over quantity as it aims for a collaborative approach with the right growers and the right customers<\/p>\n<\/div>\n<div class=\"storytext\">\n<p>Youphoria, a new fruit brand from Greece, is hoping to make waves on the European market, not just in kiwifruit, but also in grapes and cherries. According to George Kallitsis, general director at Youphoria Fruits, the concept is to work directly with growers, forming a producer organisation for those growers that want to join the brand on a more permanent basis.<\/p>\n<div class=\"inline_image inline_image_right image_size_med fullsize\" data-attachment=\"122909\" data-sequence=\"1\">\n<p><button class=\"show-fullscreen\" data-url=\"\/attachment?attype=P&amp;atcode=122909&amp;storycode=256860\">SHOW FULLSCREEN<\/button><\/p>\n<p class=\"picture\"><img decoding=\"async\" loading=\"lazy\" class=\"lazyloaded\" src=\"https:\/\/d3fwccq2bzlel7.cloudfront.net\/Pictures\/480xAny\/9\/0\/9\/122909_youphoria_647267.jpeg\" srcset=\"https:\/\/d3fwccq2bzlel7.cloudfront.net\/Pictures\/480xAny\/9\/0\/9\/122909_youphoria_647267.jpeg 480w\" alt=\"Youphoria\" width=\"1280\" height=\"1707\" \/><\/p>\n<div class=\"inline_meta\">\n<p class=\"inline_title\">Youphoria at Fruit Attraction in Madrid<\/p>\n<\/div>\n<\/div>\n<p>\u201cOf course, there\u2019ll be growers that will be here one year, there another year,\u201d he says, \u201cbut our aim is to have more growers that are focused on working with us. We want to help them improve and also increase their incomes. I believe there is a lot of room for improvement in terms of the way farms are treated.\u201d<\/p>\n<p>Youphoria-branded fruit will come from the main production regions across the country, according to Kallitsis. \u201cWe start in the east in Rodopi, close to Turkey,\u201d he says, \u201cthen Kavala, then Pieria, where our packhouse is situated, about 25 kilometres south of Thessaloniki. Here we take kiwifruit, grapes, some cherries, then it\u2019s Pella for cherries and Larissa for kiwifruit and grapes.\u201d<\/p>\n<p>Kallitsis says that with Youphoria, the team wants to change the way of collaborating with the growers. \u201cThis is something that is missing in Greece,\u201d he explains. \u201cThere is no real collaboration between the packers and the growers. This is one thing that I will try to change with Youphoria. We will focus more on quality rather than volume and we will try to build the Youphoria brand by using a small and effective team of people to find the right growers and the right customers.<\/p>\n<p>\u201cWe\u2019re also gradually cutting our carbon footprint, making farms greener and optimising post-harvest processes. Plus we\u2019re rolling out new software that, among things, tracks the CO2 emissions of our farmers.\u201d<\/p>\n<p>According to Kallitsis, the aim is to target Europe and the Americas, with less of a focus on Asia. \u201cWe don\u2019t see the same potential in Asia as we saw in the past, so we will be more focused on Europe, as well as North America and South America,\u201d he says.<\/p>\n<p>The popularity of kiwifruit has increased since the Covid pandemic, at least in Europe, with the fruit seen as a great source of vitamin C. \u201cIn Europe, consumption has reached a good level,\u201d he says. \u201cThe fruit is known for its healthiness. In North America, however, consumption per capita remains low. It is now increasing, so we see opportunities.\u201d<\/p>\n<p>For Kallitsis, a crucial effort for the Youphoria brand will be in improving the taste experience for consumers. \u201cThis is one thing that we must focus on,\u201d he says. \u201cFor someone who doesn\u2019t know the fruit, you need to be very careful how you present it. It needs to be ready to eat, otherwise people will eat the fruit when it is not ready and then they\u2019ll never eat it again.\u201d<\/p>\n<p>With Southern Hemisphere kiwifruit stocks depleted after weather-affected seasons in New Zealand and Chile, the importance of getting started early has been clear. \u201cWe planned to start as early as possible with Hayward, with exports commencing to European markets in the middle of October,\u201d says Kallitsis. \u201cWe\u2019ve never done this in the past. Europe usually starts in November, but a lot of retailers wanted to begin earlier.\u201d<\/p>\n<p>High demand, of course, also means growers are in a strong negotiating position this campaign. \u201cIt\u2019s a tricky season for us because farm prices seem to be very high,\u201d says Kallitsis. \u201cAnd we have been in the middle of negotiations with the growers. This makes it difficult for a new company. Last year, farms prices were around \u20ac0.50, this year they\u2019re more like \u20ac1, so double the cost. Of course, we expect to sell at a higher price, but it means we need more money to begin with.\u201d<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>New Greek fruit brand Youphoria is prioritising quality over quantity as it aims for a collaborative approach with the right growers and the right customers Youphoria, a new fruit brand from Greece, is hoping to make waves on the European market, not just in kiwifruit, but also in grapes and cherries. According to George Kallitsis, general director at Youphoria Fruits, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[116],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>EUROFRUIT: Youphoria focused on collaboration - Portal of Greek and Cypriot fruit and vegetable producers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/greekfruits.eu\/en\/eurofruit-youphoria-focused-on-collaboration\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"EUROFRUIT: Youphoria focused on collaboration - Portal of Greek and Cypriot fruit and vegetable producers\" \/>\n<meta property=\"og:description\" content=\"New Greek fruit brand Youphoria is prioritising quality over quantity as it aims for a collaborative approach with the right growers and the right customers Youphoria, a new fruit brand from Greece, is hoping to make waves on the European market, not just in kiwifruit, but also in grapes and cherries. 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