PICO operates in a fully vertically integrated business model, covering the agricultural value chain from propagation to cultivation to export. Activities include production on 5 main farms in the Delta region on 7,000 acres of owned land including two BRC certified cold stores, packing, export and local distribution, IPR of protected varieties, R&D, and plant propagation in a state-of-the-art tissue culture lab and adjacent nurseries. A rigid quality assurance program is in place to deliver healthy, wholesome and fresh products to all customers.
Among other highlights will be PICO’s range of new table grape varieties, including exciting black seedless varieties, which are increasingly enabling the Cairo-based company to meet early and late season demand. As Sun World’s first licensee in Egypt, the company has expanded its basket to include new Sun World varieties, including among others Sable, Midnight Beauty and Red Superior.
PICO also enjoyed a second successful year exporting avocados and mangos to the UK, and it believes there could be further potential for Egypt as a supplier of both products to overseas markets.
Product showcase
Speaking ahead of PICO’s appearance at Fruit Logistica 2016, managing director Eng. Hatem El Ezzawy said the company would use the occasion to showcase its principal product lines, which include strawberries, stonefruits (peaches, nectarines, plums, apricots and loquats) and table grapes (white, red and black varieties).
In addition, PICO will be highlighting recent additions to its exotics basket, namely pomegranates, lychees, avocados and mangos, which are finding increasing favor in export markets. “It is our second year exporting avocados and mangos to the UK and so far we are pleased with the feedback of the receivers and the quality upon arrival,” said El Ezzawy. “We believe that both crops have a good potential outside Egypt.”
Separately, PICO continues to make strides forward with varietal developments. In stonefruits, the company has new exciting peach and nectarine varieties on trial. In strawberries, the exporter now has commercial volumes available of relatively new varieties such as Red Merlin, Red Delight, Winter Star, and Fortuna. Several other strawberry varieties are also being trialled, as well as new raspberries and blackberries, and pomegranates – the latter complementing the company’s existing exports of Wonderful-branded fruit – as part of PICO’s focus on varietal developments to meet consumer demand.
“At PICO we pioneer innovation. We network with international research centers and private consultants to continuously update our implemented agricultural know-how and network with top variety breeders to bring new varieties to the region to be evaluated, registered and commercialized. In our own fruit nurseries we have subcontracted varieties from international breeders, either for own use or commercial use depending on the type of agreement”, adds El Ezzawy.
Positive outlook
Looking back over the last 12 months, El Ezzawy said PICO managed to cope well with the challenges and opportunities that arose during the course of the year.
Such unexpected occurrences included a shortage of grapes in the company’s traditional markets, which saw the company temporarily moving to airfreight.
A particular highlight of the year has been the continuing growth of PICO’s exports to Asia; an opportunity which has brought distinctive demands of its own.
“Our market share in Asia is increasing and we want to work closer with South East Asian markets to satisfy them because, as regards to varieties, their demands are often different from traditional markets,” concluded El Ezzawy.
The company generates around 80% of its turnover from export proceeds of its leading crops to the following countries: UK 45%, Netherlands 30%, Italy 9%, Germany 6%, South Africa 4% and other markets 6% (Russia, Eastern Europe, Asia & Arab Gulf).
For more information:
PICO Modern Agriculture Company
Heike Hagenguth
Email: info@picoagriculture.com
Web: www.picoagriculture.com