Having built up a presence with its Su pears in the U.K. and the Netherlands, a Chinese exporter based in the northern Shanxi province is now also setting its sights on the Belgian market this season. 

Wang Zeng, of Qi County-based Qi Xian Hong Yang Fruit Industry Co. and U.K.-based importer Wang Zeng International, said about two-thirds of the company's production is shipped to Europe, with the remainder sold domestically and in Southeast Asian markets.

After entering the Belgian market, Zeng said he would like to reach deals with wholesale markets and retailers in other European countries like Germany, France, Spain and Italy.

With the local pear season now finished in Europe and the last small volumes being cleared from the market, a window is opening up for Su pears. Current price levels are similar to the same time last year, he said

The variety has yellow skin, are have crispy flesh and an oval shape.

According to Zeng, if weather conditions are right the late-season variety can enjoy a long production season from September and be present in the local market almost year-round.

Chinese pears were first shipped to the European market around 10 years ago, he said, with varieties such as the Ya, Crown, and Crystal pears having gained a market foothold.

The Ya pear is the best known in world markets of those varieties, while the Su pear has more of a niche market and is usually sold in the domestic Chinese market.

Although it is relatively new in the European market, Zeng believes a strong future lies ahead for the Su pear, noting its different taste to other Chinese varieties and the willingness of European consumers to try something new.

The Su pear has four main growing regions in China, Qi County in Shanxi Province, Daishan County in Anhui Province, and Pucheng County in Shaanxi Province and Ningling County in Henan Province.

Pears have been grown in Qi County for around four decades, with the total production acreage currently standing at around 16,500 acres, generally at an altitude of 800 to 1,200 meters. Zeng's company covers around a tenth of that area.

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