Tokyo (SCCIJ) – The Japanese yuzu fruit has become a new hit food ingredient in Europe due to its distinctive sour-sweet flavor somewhere between lemon and tangerine. The Japanese subsidiary of Swiss market expansion services provider DKSH is behind this export drive to Europe. SCCIJ talked to Mr. Michael Loefflad, President of DKSH Japan, about this latest success story of the Swiss enterprise.
Yuzu fruit in full glory
SCCIJ: Mr. Loefflad, how big is your yuzu export business currently?
Michael Loefflad: The main yuzu growing areas are Kochi and Tokushima prefectures in Shikoku. Last year, we exported 100 tons of frozen yuzu juice to Europe from there. It is mainly used in desserts and mixed with other fruit juices. DKSH accounts for 90 percent of Kochi industrial frozen juice exports. This amount is substantial if you consider that individual farmers grow it. I am always impressed by their dedication to quality when I visit them with our European customers.
SCCIJ: This sounds as if you are fascinated by the yuzu fruit yourself.
Michael Loefflad: Did you know that experts call yuzu the “jewels among the citrus fruits”? Therefore, yuzu is much more expensive than oranges, grapefruits, or lemons. Yuzu trees grow at 100 to 200 meters above sea level on mountain slopes. The short harvesting season lasts only from October to early December. The farmers pick the yuzu all by hand without using any automation or machines. However, they are aging and, due to depopulation, have trouble finding enough helping hands.
SCCIJ: Besides juice, are there any other yuzu products handled by DKSH Japan?
Michael Loefflad: Most recently, DKSH has successfully introduced yuzu in powder form to a prominent chocolate company in France. This producer has started to sell a yuzu couverture chocolate, which has now also become available in Japan. Additionally, we have successfully introduced and started to sell the essential oil of various Japanese citrus fruits, such as yuzu and iyokan, to a French leading flavors company for use in foods and perfumes. We view candies as another potential application of yuzu and iyokan in addition to bath oils and soaps.
DKSH Japan President Michael Loefflad meets a yuzu farmer in Shikoku
SCCIJ: What are the regulatory considerations for importing yuzu to Europe? French customs people may have never heard of this fruit.
Michael Loefflad: The difference between the regulations of France and Japan is, of course, a challenge. EU regulations of food safety are stringent, but our yuzu is of the same quality as a certified organic product. It means, only a tiny amount of pesticide is allowed and no wax at all. DKSH ensures that this standard is kept for its produce.
SCCIJ: Were you surprised by the sudden European demand for yuzu fruits?
Michael Loefflad: We discovered early that some European star chefs started to introduce yuzu into their gourmet meals. Therefore, we figured there could be some demand and nurtured it also from our side. The key to our success was the mutual understanding and interest in food culture between France and Japan. Our sourcing specialists in Japan have a close connection with our business development and sales teams in Europe. We listen to the needs of our customers and respond accordingly. As such, we have a strong reputation for being an early trend scout.
SCCIJ: Why did this success story start in France, and where do you go from here?
Michael Loefflad: I think that the delicate taste of yuzu perfectly fits the high demand and standard of French cuisine. With this experience, we have learned the vast potential of this native Japanese fruit, and we are aiming to expand our market within Europe. Already, we have received inquiries from many countries, such as Denmark, Germany, Italy, Netherlands, Switzerland, and Great Britain.
Michael A. Loefflad has more than 19 years of experience working in Japan. Most recently he was the Representative Director & President of Wuerth Japan Co., Ltd., based in Yokohama. He has also worked for Skidata in Japan. Both Wuerth and Skidata are leading, multinational companies headquartered in Europe. Before this, Loefflad worked for AOL Germany/Bertelsmann and Deutsche Telekom Group.
DKSH Japan (previously known as Nihon SiberHegner) is one of the first foreign trading companies in Japan, established as Siber Brennwald in Yokohama in 1865. It offers products and services in the three specialized areas of Consumer Goods, Performance Materials, and Technology and is part of DKSH Group, the leading Market Expansion Services provider with a focus on Asia.
Interview: Martin Fritz for SCCIJ; Photos: © DKSH Japan
