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Arava Export growers look for new markets to help increase demand
This season will be like no other, believes Omer Kamp of Arava Export Growers. “Everything we have done has brought us to the crossroad of which we find ourselves today”, says Omer. “We can no longer wait for the market to demand our products. We must take the initiative and create the demand.”
Arava Export Growers’ primary product has always been bell peppers. Over the years they began directing their product to other locations, aside from Western Europe, such as, Russia, Eastern Europe and North America. “Part of the strategy is to diversify our lines and expand current offerings, this actually is the cornerstone of which our entity follows and builds upon”.
“This week we will start with larger, more substantial, amounts of bell peppers accumulating dozens of pallets daily, Habaneros will finally kick off as well”, he says. “There will also be Sweeties and green-skin avocados available, still however at slightly higher prices but considering the lack of alternatives, the market could and should absorb the difference.
Last but not least, Wonderful variety Pomegranates are now available just waiting for the market to finish the early varieties still placed in Holland. Slightly different in nature, we now also begin our Stick Celery exportation and, above all, the crown jewel of our lines, the Medjool Dates.”
“Unlike previous years, the Asian market has become more dominant than ever, driving prices up.” This is according to Omer, a global phenomenon which means Israeli products will sell, for as long as quality is superior, despite their high price.
Arava Export Growers also decided to implement a strict supply chain, with the option of pre-packs at the growers, for their organic products. As a result, according to the company, demand has tripled from previous years. “The demand for organic products, such as graffiti eggplant, cucumbers, and bell peppers has grown this year, and supply is also expected to increase”, says Omer.
Arava's growth in the herb sector is constant. According to Omer, there are, however, major challenges to be faced. “On the one hand, demand is sky-rocketing with diversified requirements but, on the other hand, supply is coming from nearly everywhere”, he says. “This is driving prices and quality down. Not only do we have to face global competition in Israel, but we are also dependent on limited labour options.”
“Let there be no mistake, any market that begins to show signs of saturation, is also a market needing immediate recovery,” says Omer. “The expansion of global suppliers, increased demand and more dedicated food safety requirements are a wakeup call that Marginal values and competitive edges are a must for a proper recovery.”
“If we ask clients to buy our products over others, then we must ensure the supply of top-notch quality with superior level of service, consistency, availability and most importantly, fair and honest communication,” he states.
Arava Export Growers believe the complexity of this year's challenges have actually brought higher professionalism in all branches of the industry. "Where consumers demand zero tolerance, exporters realise the faults in their operations, and find strategies to improve them", concludes Omer.
For more information:
Tel: +97 239 728 127
Mob: +972 525 334 763
Publication date: 11/2/2017
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