Freshway brings in yellow dragon fruit from Ecuador

With Florida’s red and white dragon fruit supply waning, Freshway Produce is starting its yellow dragon fruit season from Ecuador in mid-October, said Jose Roggiero, president and CEO of the Miami-based marketer.

Freshway, which began operations in 2012, started initially with roots used in global cuisines and over time has increasingly specialized on exotic fruit, he said.

“We consider ourselves to be experts in dragon fruit in the industry,” Roggiero said.

Freshway’s Florida-grown white and red dragon fruit season typically goes from late June to mid- to late October or early November, Roggiero said. While this season’s volume of Florida dragon fruit was similar to last season, Roggiero said there has been a greater incidence of lower quality No. 2 fruit. 

Florida’s quality was very good at the beginning of the season, he said, but slipped later in the season with rains affecting the fruit.

Ecuador connection

Freshway’s offshore deal for yellow dragon fruit was just beginning in mid-October, he said. 

Unlike tropical fruit from some countries, the firm’s yellow dragon fruit from Ecuador does not have to be irradiated, Roggiero said, as protocols protect against fruit fly infestations.

“Freshway Produce is vertically integrated in Ecuador,” he said. “We do have our own packing facility and we contracted fruit with farmers directly and we take all sizes and qualities.”
Freshway packs the fruit and exports to the U.S., with the company maintaining a distribution center in South Florida by the Miami airport. The company sells and distributes to retailers and wholesalers across the U.S. and Canada, he said. 

First shipments of air-shipped yellow dragon fruit were expected by Oct. 11-15, he said. Sugar levels in yellow dragon fruit are high, he said, ranging from 18-23 brix. The fruit will come in with fairly good volume in October and November.

“We should gap a little bit, or production should face a valley towards the end of November, early December,” he said. 

After that gap, yellow dragon fruit will start up again toward mid- to late December and go to April next year.

Freshway’s yellow dragon fruit is grown in a region known as Baldora, which has a rainforest environment of hot and humid conditions.

Freshway’s white dragon fruit season starts toward the end of November or early December and continues through April or May. White dragon fruit is grown in a region near the coast of Ecuador, he said.

Peak supplies of white dragon fruit are typically available in November, February and April. 

“That’s the time we encourage retailers to consider (white dragon fruit) for promotions,” Roggiero said.

Roggiero said there has been a “significant increase” in costs for containers to move fruit from Ecuador to the U.S, though containers are available at a higher cost.

In addition, supply chain challenges require packaging to be ordered at least a month or two in advance to ensure a consistent supply, he said.

Promotions

While sampling may not be possible in some stores because of COVID-19 precautions, Roggiero said there are other ways to raise awareness among consumers.

With sampling opportunities reduced, showcasing the fruit in recipes is important, and using social media to tie in with ad promotions is fundamental, he said.

“I think that during the winter months, having dragon fruit from Ecuador is a great deal because it really brings back the sense of the tropics or the sense of sun and summer into the cold months,” Roggiero said.

Consumers also have to be educated on the best uses for dragon fruit. For example, the very sweet yellow dragon fruit could be used differently than red dragon fruit.

“White dragon fruit are mild in taste, but they blend amazingly with other sweet fruit if you’re eating a fruit bowl,” he said. 
Likewise, yellow dragon fruit are sweeter and can be combined with fruits that aren’t quite as sweet.

Freshway helps the consumer understand the characteristics of each variety, he said.

“That’s something that we do at Freshway, working with our social media efforts and with our consumers so they understand the benefits and taste of each one.”

Roggiero said that dragon fruit is becoming increasing mainstream, with the fruit used in beverages in Starbucks and other operators.