Expanding Horizons: The Untapped Potential of Pumpkins Beyond the National Season
Spain is renowned for its rich array of traditional fruits and vegetables, each valued for its unique characteristics and regional significance. Among these is the pumpkin, a vegetable that, while celebrated locally, has yet to make a substantial impact on the global market. David Casanoves of Yummy Fresh explains how this humble vegetable, with its diverse varieties and increasing popularity, holds significant potential for growth and innovation.
Regional Pumpkin Varieties
Spain’s diverse regions are home to a variety of pumpkins, each with its own distinctive qualities. Valencia is known for its peanut pumpkin, praised for its exceptional internal quality and sweetness. In Seville, the Roteña pumpkin is a staple, while Murcia is famous for the Totanera pumpkin, which resembles the Marina de Chioggia from Italy’s Veneto region. The Basque Country contributes the Carruecano pumpkin, a regional favorite.
Despite the local appreciation, these varieties rarely extend beyond their national season, leaving a gap in the market for counter-seasonal pumpkins.
Entering the Counter-Season Market
In 2007, Yummy Fresh, already involved in the counter-season production of sweet onions in Peru, identified an opportunity in the pumpkin market. Responding to a customer request, the company began producing pumpkins outside the national season, aiming to fill a market void from February to June.
“Producing pumpkins was a strategic move to rotate our fields, previously used for onions. The market for counter-season pumpkins was emerging and underdeveloped, particularly for high-quality varieties,” says Casanoves. Yummy Fresh now specializes in varieties such as Muscat, Carruecano, Valencian Peanut, and Delica, catering to both national and international customers.
Market Trends and Challenges
Recent years have seen a surge in pumpkin consumption, paralleling the rise in popularity of sweet potatoes. The fourth range market, offering convenience and innovation, has significantly driven this growth. Products like roasted pumpkin and pumpkin lasagna pasta sheets are examples of the diverse applications now available.
However, the market is also seeing a trend toward product simplification, with many supermarkets focusing on a limited number of varieties, often converging on the Butternut pumpkin. In contrast, the U.S. market supports a broader range of varieties, reflecting a consumer base that values regional diversity and quality.
“We supply counter-season pumpkins to a wide range of fresh and fourth-range market customers. Despite our efforts, demand sometimes outstrips supply, particularly for certain varieties,” Casanoves notes.
Future Opportunities
The potential for further innovation and market expansion remains vast. The increase in pumpkin consumption has been exceptional, but there is still room for growth. As new formats and products continue to emerge, Yummy Fresh believes that the market for pumpkins can expand significantly.
“The pumpkin industry has only scratched the surface. With continued innovation and market development, there is considerable potential for increased consumption and market penetration,” concludes Casanoves.
