The 2024 Dutch pepper season started with a steep increase in production, causing a sudden oversupply and a severe price drop, as reported by FruitVeB.hu. Wouter Willems, Sales Manager at ZON, explained: “After a tough pricing phase, the pepper market is gradually recovering. We’re moving in the right direction, but we’ve just come through a very difficult period where prices fell by €0.50 per kg.”
By late May, prices for red and yellow peppers rebounded to €1.80–2.00/kg, while orange peppers stabilized at €1.50/kg. However, green peppers remained below average at €1.20–1.30/kg, reflecting lingering market imbalances.
Production Peak and Market Reactions
Willems noted that the rapid early-season production surge—due to near-ideal growing conditions—created a supply glut. “Sometimes, the absence of a disaster is itself a disaster,” he remarked. Compared to 2023, this year has been entirely different, with a temporary supply dip in late May/early June leading to slight price increases.
Retail Competition and Future Outlook
The European market, particularly Germany, is experiencing fierce retail competition, with aggressive promotional campaigns further pressuring prices. “There’s simply too much product on the market—including open-field vegetables—and no supply shortages whatsoever,” Willems added.
As summer approaches, hopes for stabilization remain uncertain. While demand typically rises with holiday seasons, the current oversupply suggests continued volatility.
The Dutch pepper market’s early-season turmoil highlights the risks of overproduction in high-efficiency farming systems. While prices are recovering, the broader challenge lies in balancing supply with demand—especially amid intense retail competition. Farmers and agronomists must consider strategic planting schedules, diversification, and market-driven production to mitigate future risks.
