North Carolina-based Farm Fresh Produce is targeting export expansion in the Middle East and Europe through its participation in this year’s Fruit Attraction trade exhibition, which takes place in Madrid, Spain from 23-25 October. As well as exporting to 20 European countries from its Rotterdam facility, Farm Fresh has made significant progress in the Middle East region over the past 12 months, moving into the United Arab Emirates, Saudi Arabia, Oman and Qatar.
“We don’t just sell in Europe, we also export to the Middle East, so it’s been a really important year for Farm Fresh Produce,” explained the company’s European Sales Manager, Carla Belandria Espinosa. “We have been expanding and growing. Our slogan is ‘always growing’ and that’s exactly what we have been doing. We’ve expanded beyond Europe and are now selling into the UAE, Saudi Arabia, Oman and Qatar.”
Although Farm Fresh currently focuses on a sole product for export – sweet potato – Belandria said the company was actively exploring other fruit and vegetable export opportunities, with the aim of further expanding exports to Europe and the Middle East.
Farm Fresh CEO Steven Ceccarelli
Fruit Attraction
This year’s Fruit Attraction will feature a significant increase in Farm Fresh’s participation, with the company planning to more than double the size of its presence at the show. “Last year, we had a 16 m² stand. This year it will be 128 m² – I think this speaks volumes about the importance of Fruit Attraction for us,” said Belandria.
“Last year, we achieved very important results at Fruit Attraction. People attend from all over the world, so it provides an opportunity to speak with customers that we haven’t been able to visit and to attract new customers.” Belandria said Fruit Attraction also had an important part to play in bringing Farm Fresh and other North American companies closer to European and Middle Eastern customers.
“Fruit Attraction is also important because as a North American-based company, it means we are able to bring Farm Fresh a lot closer to our customers in Europe and the Middle East, and show them the products because although we are able to send samples, it’s a lot easier to show and talk about products in person,” she said. “We’re also preparing a lot of surprises for our visit, so it’s going to be a very interesting event.”
The 2018 edition of Fruit Attraction will feature a special emphasis on the Middle East and Canada, with some 60 chief buyers expected to attend from major grocery retailers in the two markets. Fruit Attraction 2018 will be held at the Feria de Madrid conference centre, Madrid, Spain from 23-25 October 2018.
Visit Farm Fresh Produce in Hall 8, Stand 8B05.