Egypt is considered one of the most important markets targeted by European fruit growers and exporters, as Egypt’s imports of European apples are constantly increasing. Now to the text of the interview with Mr. Miroslaw Maliszewski – President of the Association of polish fruit growers.
This is the second phase of the “Time for Apples from Europe” Campaign. In light of this information, can you elaborate for us on the effect of this ongoing campaign on the trade exchange between Egypt and Europe in terms of fruit exporting & importing?
The “Time for Apples from Europe” campaign undoubtedly contributes to creating a positive image of European apples in the Egyptian market. Above all, we emphasize their exceptional taste, as well as their high quality guaranteed by the EU’s strict production standards.
More and more Egyptian consumers are becoming convinced and aware of the numerous advantages of European apples – but that’s not all! During various trips organized as part of our campaign, especially to participate in trade fair events such as Food Africa Cairo, European exporters gain valuable business contacts.
They make it possible to expand the EU’s trade relations with Egypt, as well as to engage in a dialogue on potential barriers to exporting apples to this market and options to solve the problem.
What makes the Egyptian market special and promising for European fruit exporters? What are the facilitations that Egyptian importers can benefit from?
European exporters want to establish business relationships with as many trading partners as possible. However, what makes the Egyptian market special and promising is its potential, commercial importance and position among Middle Eastern countries. In terms of benefits for Egyptian importers, European apples are high quality products. That is what makes them stand out among the competition. Investing in European apples creates an opportunity for local entrepreneurs to reach new groups of consumers. In addition, the very large production of apples in the EU, under favorable conditions and a regulated export situation, is able to ensure continuity of supply. The data speaks for themselves: The EU produces a total of 10 to 11 million tons of apples per year.
What are the promotional activities involved in the “Time for Apples from Europe” campaign to market European apples in the Egyptian market?
One of the most important elements of the “Time for apples from Europe” campaign is participation in industry events. These are primarily food fairs, where local importers can meet apple exporters from Europe in person. This is a valuable opportunity to discuss the offer in detail. Press conferences and trade missions are also important, during such events we cooperate with the representatives of local institutions. In addition, we also conduct activities on the Internet. We constantly update the official website of the project. We also run campaign’s Facebook profile, where you can find various prize contests – it is worth checking out there! Of course, the activities listed above are only a part of promotional activities carried out under our project.
What challenges do European fruit exporters face regarding the Egyptian market in light of the political crises taking place in the region?
Continuity of supply is crucial for European exporters. Recently, we have faced a difficult situation at Egyptian ports, the inability to exchange currency, as well as to pay for the goods, has hindered trade significantly. Such problems are still occurring, to a greater or lesser extent, which is disadvantageous for both sides. This issue requires mutual understanding and dialogue. It is extremely important not to allow exports to be hindered to a large extent again or, which would be even worse, stopped.
What are the distinctive characteristics of European fruits in general and Polish apples in particular that make them attractive to the Egyptian consumer?
Apples produced in Europe are distinguished by their wonderful aroma and their general look. Above all they are characterized by high quality. European apples are produced in accordance with the rigorous standards of the EU, much of which is oriented not only to the welfare of the consumer, but also to the wellbeing of our environment. More and more orchards in Europe are being managed according to the principles of ecological and integrated production. Both systems are oriented on preserving the natural biological diversity, and reducing the use of synthetic plant protection products.
Does the “Time for Apples from Europe” campaign intend to be present at any food exhibitions this year? What are your goals for participating?
Participation in industry events is an extremely important part of the “Time for Apples from Europe” campaign, not only because they create the opportunity to gain valuable business contacts. Food fairs are also an excellent opportunity to expand knowledge of the local market, to learn about consumer needs. This year we had the pleasure of participating in Food Africa 2023 in Cairo, which was a great success. Last year we have also visited Jordan, where we had the opportunity to promote European apples at the HORECA Jordan fairs. We won’t stop there, and we are looking forward to participating in upcoming events of this kind
