by Noel T. Provido
“It smells like hell, but tastes like heaven.” That’s the way the durian fruit has been curiously described by some. Does hell have any smell? For that matter, does heaven have any taste? Never mind the figures of speech
For first-timers, the smell stinks and usually overpowers its heavenly taste making it difficult for ordinary gastronomists to ingest.
The durian’s unlikely smell has been a major setback in marketing the fruit among Luzon and Visayas consumers. But how come, some if not most of those who have been to Davao and tasted the fruit have overcome the stinky smell, begun to love it and look forward to another delightful durian-eating experience?
An acquired taste
That’s because the fruit was properly introduced to them and they eventually learned the “art” of eating durian. The fondness for durian is an acquired taste which develops over time. It entails gradual tasting of the fruit, getting used to the smell and in no time at one becomes becomes hostage to its mouth-watering taste.
“First timers are advised to begin eating durian in processed form as an introduction to it and, gradually, start to like to eat the fresh fruit,” said Ceasar Falcatan of Dalisay Sweets International, one of the country’s leading fruit processors.
Processed durian products include ice cream, shake, pastille, candies, jam, and pastries.
“It is only in getting used to the fruits’ distinct aroma that consumers will begin to appreciate durian’s delectable taste,” Falcatan added.
Another way of introducing durian to would-be consumers is through varieties that are known for their less-obnoxious smell. These include Puyat, Duyaya and Chanee.
Durian growers would like also to correct the negative notion that durian can cause hypertension and diabetes. As long as the fruit is eaten in moderation, consumers can benefit from the fruit’s high nutritional value. It is rich in potassium, Vitamin A, phosphorous, and magnesium which are essential nutrients needed by the body. Others regard durian as a “hot fruit’ because of its so-called aphrodisiac effect.
Market expansion
Although durian is gradually gaining popularity among consumers in other parts of the country, the Filipino annual average consumption is only 200 grams to 300 grams which is much lower compared to our Thai counterparts with 15 kilos per year and Malaysian with 8 to 10 kilos.
One way of increasing durian’s domestic consumption is through expanding its markets outside Mindanao . Tapping other markets will also help avoid supply glut and help farmers earn more.
Former agriculture secretary Arthur Yap, in a consultation with the local fruit industry, said there is a need to open up new markets for Davao fruits, particularly durian as oversupply of the fruit will just result to unhealthy competition among local producers and traders.
“If you cannot sell your durian here (Mindanao), you can always tap the buyers in major cities as they have the purchasing power to buy high value fruits,” Yap said.
The study titled: “Consumer preference for new markets of durian,” revealed that there are potential and promising markets for Luzon and the Visayas, particularly the urban centers of Metro Manila and Cebu .
Conducted by researchers Melani Provido and Jessel Cardines, both of the Department of Agriculture in Region 11, and Sylvia Concepcion of the University of the Philippines in Mindanao , the study aimed to look at the durian commodity value chain and how to meet the discriminating taste of potential durian consumers.
It reported that almost half of the consumers interviewed tasted durian first in fresh form when they were visiting Mindanao, particularly Davao City . Important factors being considered by consumers in buying durian are the taste, price, and firmness of the pulp. Most of the consumers also expressed their willingness to pay P5 to 10 more for a durian fruit just to be assured of its quality.
However, producers, on their part, are not willing to spend more to provide consumers with what they perceive as important factors, citing high cost of basic farm inputs as main reason for their inability to do so.
Researchers said there are six types of durian marketing players, namely: producer, trader, transporter, processor, institutional buyer, and end user or consumers. Although producers can also function as trader and transporter, most of them are just content to sell their produce to traders.
“If durian producers would like to earn more, they must go beyond production. They have to exert effort to create their own market outlet to maximize their profit. Farm gate usually range from as low as P12-15 per kilo during peak season, but farmers can actually sell their produce directly to consumers and enjoy a much higher price of at least P30 pesos a kilo,” said Larry Miculob, a noted durian grower and officer of the durian industry council in the Davao region.
Since the study revealed that most of the consumer, in Luzon and ther Visayas are not aware of the various durian varieties, Miculob said producers and traders must be honest and aim for total customer satisfaction.
“You have to give them the right variety. If they want durian with a sweet, creamy and no fancy taste, give them Puyat and Arancillo,” he said.
Dabawenyo as durian advocate
Aside from consistency in quality and supply, one of the interesting recommendations of the study is for Dabawenyos to help in increasing the market for durian.
“Dabawenyos can take part in promoting durian by enticing visitors, whether family members, relatives or friends, from other parts of the country to taste durian whenever an opportunity arises. This is the practical way for consumers outside Mindanao to eventually become fond of the fruit,” the researchers said.
Durian is a fruit well-loved by Dabawenyos. But for the industry to sustain its growth, the rest of their countrymen must realize that you don’t have to be a Dabawenyo to love durian.
