The story that has been impressed for 80 years remains strongly related to Slovenia

Fructal has been writing the best stories for 80 years, and behind these stories there are many individuals who have been creating products that have been impressing for eight decades with knowledge and dedication. Loyalty to a brand that has shaped the memories of the childhood of many Slovenes and beyond, and which, nowadays, managed to transform into a modern brand, is based on solid principles: quality always comes first.

And with Fructal, it means one thing in particular: delicious and quality fruit of Slovenian origin. Legendary juices and other excellent products would not have the same taste without carefully selected apples, pears and peaches and other fruits of local producers. One of them is Eurosad – the largest Slovenian fruit producer and longtime partner of Fructal.

Boštjan Novak, Head of Market and Distribution from Eurosad In his conversation, he explained to us how to cooperate with Fructal and why this kind of cooperation is so important for them and for the final consumer. « We are all the generation of the former Yugoslavia when Fructal was something of ours, » emphasized our interlocutor and nostalgically remembered his favorite Fructal products. But more important than memories is the fact that tradition continues – with cooperation based on quality, reliability and common vision: to preserve domestic as a value.

Which fruits do you supply the most to Fructal for product production?

When we talk about Fructal, the largest proportion of our fruit is intended for the production of Slovenian apple juice. This product is their parade horse and I know that there is also a Eurosada fruit. Fructal places great emphasis on being Slovenian fruit, as they want to maintain origin and traceability.

In addition to apples, we also supply pears, but mostly for the production of distillate in Duplica. Sometimes we also delivered some peaches at the beginning of the season, but they are agreed with local producers from Vipava for a greater share. If they run out, they may also work with us to a lesser extent. The majority, however, is definitely apples.

What role is the Fructal as a partner in buying Slovenian fruit and how does this cooperation place in the wider Eurosada sales network?

The Eurosad, as the largest Slovenian fruit producer, collaborates with various sales channels – we do not focus solely on the Slovenian market. However, collaboration with Fructal brings some added value, mainly because they often have the desire to stay at home and be included in Slovenian products. When it comes to such a purpose – that is, a product that clearly highlights local origin – we, as a company, are happy to support me.

After all – we sell fruit abroad or at home – the price usually ranges in a similar range. Even if the difference is minimal, it is in interest to sell at home, if you can. However, we have to be realistic – Fructal has a certain time frame when it purchases fruit, ie especially in the first two months after the start of harvest. Once this period is completed, we must have other sales routes for the rest of the industrial apple.

This means that we cannot depend only on one buyer. The key is that we have a diversified network of customers and to maintain relationships throughout the year – even at the beginning of the season, we give them some of the quantities so that we do not lose them later. Cooperation with Fructal thus gives us some stability, but it is only part of a wider picture.

Photo: Eurosad

Why do you think that Fructal insists on working with home producers?

If I speak personally, not on behalf of the company, I would say: many of my generation still experience Fructal as « our » company because we grew up with it – from the time of the former Yugoslavia. Although ownership is different today, I believe it is right for Fructal to maintain collaboration with domestic producers.

Today, the market is flooded with cheaper products, often from imports that devalue Slovenian production. We sell Slovenian fruit out, while importing raw materials for products that are supposed to be « ours ». In my opinion, it is extremely important that we preserve tradition, domestic brands, recognition and, above all, a sense of belonging – for ourselves, for our children and for future generations.

As long as Fructal shows interest in working with local producers, Eurosad will surely remain part of this story.

How would you describe the taste of your best apple? Which varieties are most popular with customers?

Photo: Fructal

The best apple we have is certainly Royal Gala. In Posavje, we have specific climatic conditions that allow us to pick apples a few weeks ahead of others. Royal Gala is always the first apple, customers can hardly wait to get on the market.

In addition, Elstar, who is often the first choice at the beginning of the year, and Emperor, which is especially popular with older customers. Even after apples that are more persistent, such as golden delibs, idared, there is always a demand. These are the varieties we have the most, as they are stable and can be kept for a long time, which is of course a great advantage for our customers.

Climate is especially demanding this year and previous years. Freights, excessive heat and moisture are the challenges that all fruit growers face. We can no longer guarantee the stability of all varieties, so it is essential to adjust the plantation and look for varieties that will better tolerate these fluctuations.

Therefore, it is important to appreciate domestic produce and understand why Slovenian apples are of good quality, despite higher prices compared to others.

Photo: Eurosad

Does the quality of the raw material affect the finished product, say juice?

Of course, no doubt. This is not only known in the juice, it applies to everything – brandy, jam, input … If you ask any home -made spirits, it will tell you the same: if the pear is well ripe, sweet, if there was enough sun, then the brandy will also be top notch. And it’s the same with juice. If you have a quality base, the product will also be good.

You mentioned earlier that we are a generation of the former Yugoslavia. What kind of memories do you have on Fructal from that time? Is there any product that especially left you in your memory?

Of course. The first thing that falls by heart are Fructal juices in those silver, triangular tetrapacks that you had to break with with a straw. I will never forget that one – for us children was a real little holiday. I remember how special it was when you opened that juice, since there was no other. Fructal was synonymous with juice.

Today, when I look at my two children who are now in elementary school, I see that they grow up in a completely different world. The juices are huge – from all possible countries, with all possible accessories, dyes, emulsifiers. And that is why it is important to maintain this tradition. That in this flood of products we know how to appreciate what is domestic and quality.

I see Fructal as part of this tradition – regardless of ownership. For me, it remains a symbol of something of ours, something that connects us to childhood and homemade land. And I think we can recognize and appreciate this Slovenian consumers.

The Customer Content is Fructal