Pitahaya, pitaya, dragon fruit 2013

http://cesandiego.ucdavis.edu/files/55065.pdf

California

Florida dragon fruit

Florida

US dragon fruit in supermarket

Dragonfruit

•  Bagged for protection against bird depredation

•  Optimum E/W row orientation

•  400-500 plants—4th leaf •  50-100# per plant •  30-45 days bloom-harvest •  60 days for red, magenta

Vietnam

Rejection

Thailand

Guatemala

USDA notice of decision to allow import of irradiated pitayas and

pomegranates from Mexico •  DEPARTMENT OF AGRICULTURE Animal and Plant

Health Inspection Service [Docket No. APHIS-2011-0031] Notice of Decision To Authorize the Importation of Fresh Pitayas and Pomegranates From Mexico Into the Continental United States AGENCY: Animal and Plant Health Inspection Service, USDA. ACTION: Notice.

•  SUMMARY: We are advising the public of our decision to authorize the importation into the continental United States of fresh pitayas and pomegranates from Mexico. Based on the findings of pest risk analyses, which we made available to the public for review and comment through a previous notice, we believe that the application of one or more designated phytosanitary measures will be sufficient to mitigate the risks of introducing or disseminating plant pests or noxious weeds via the importation of fresh pitayas and pomegranates from Mexico.

•  DATES: As of August 13, 2013.

Israel

Australia

Demand Side

Trends

•  Aging Population •  Millennials •  Latin Demographics •  Asian Demographics •  Celebrity Chefs •  Travel •  Authenticity •  Sustainability

Millennials

78

56

01020304050607080

2030

Mliions of People

MillennialsBaby Boomers

United Nations, Department of Economic and Social Affairs

Face of American Consumer is Changing

Asian/Pacific Islander Population

05

10152025

1980 2000 2050

mill

ions

Latin Population Growth

0102030405060

1990 2000 2020

Mill

ions

Ethnic growth

Dragon Fruit

Awareness

Giada

Mixology

Bartenders are now turning out cocktails based on, yes, vegetables

Pitcher of health?

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2008 2009 2010 2011 2012

White Dragon fruit 6#, 6-8 ct

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2008 2009 2010 2011 2012

Magenta 6#

Irradiated from Vietnam, 10#

0

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2008 2009 2010 2011 2012

Irradiated 10# Units

2012 Sales

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CASES

White 6-8 ct,6#

White Irrad10#

Magenta 6# Other

2012-2013 YTD comparisons

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2012 2013

White 6#Magenta 6#White 10#

2012-2013 YTD comparisons Irradiated Dragon Fruit

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2011 2012 2013

So where do we go from here?

This one represents even more potential

Acknowledgements

•  Kevin Stephens, Category Manager

Thank you!

Some people grumble because roses have thorns; I am thankful that the thorns have roses." -- Jean-Baptiste Alphonse Karr, French critic

www.melissas.com billgerlach@melissas.com