Following regional roadblocks limiting Jordan’s access to Russia and other traditional eastern European markets, the Jordanian exporters and producers association (JEPA) has returned, 'catering to the diverse needs of its customers, offering competitive prices, high quality, and great taste'.
Fruit Logistica 2019 marks the relaunch of this, with JEPA/Jordan´s own pavilion presenting five leading exporters, offering a wide range of produce from fresh herbs, vegetables, stone fruits, grapes, medjool dates, strawberries and others. These producers/exporters represent what makes Jordan a unique, reliable supplier with unique windows of production.
Twenty additional companies will conduct a scoping mission at Fruit Logistica, guided by the Dutch-based Centre for the Promotion of Imports (CBI). Through visits and commercial meetings, these companies will listen to what the buyers’ needs are in terms of crops, delivery time, and specific requirements – and will produce accordingly with a tailored approach.
The expectation is that these companies will participate in the FL 2020 edition as co-exhibitors at the JEPA pavilion.
To further stress the importance of the Jordanian collective return to Fruit Logistica, the Minister of Agriculture, H.E. Mr Ibrahim Al Shahahdeh decided to pay a visit to the Fair in support of the Jordanian delegation.
What happened during the past five years?
Regional crises in Syria and Iraq led to the closure of Jordan’s main trade routes to Europe, particularly Russia and Eastern Europe
However, Jordan used this period of paralysis to build its resilience and attraction even further. Producers have studied the changing desires of European consumers, understanding their evolving demands for authentic fresh produce, selectively chosen by skilled farmers with a human touch, as well niche products to cater for evolving demands.
Jordan’s unique geographical landscape offers multiple climate zones, meaning that it can grow vegetables year-round in a natural way. These climatic zones range from the Jordan Valley – which, as low as 400 meters below sea level, acts as a natural greenhouse for winter production – to the high arid area of 1,000 meters. Jordan can therefore produce certain fruits within advantageous timely production windows to offer regular freshness to its customers worldwide. Furthermore, in order to build a resilient, consistent supply, Jordan has made strategic investments in controlled-environment greenhouses.
“With regional conditions improving, Fruit Logistica is a pivotal opportunity for Jordan to reinforce its role as a dependable supplier, with unique seasonable production at both high quality and strategic production windows. Jordanians producers handpick their products using age-old techniques, but also innovate using modern technologies to provide sustainable solutions for efficiency and resilience in changing circumstances,” said Basil El-Deek JEPA Board member.