FreshAgroMashov looks to unite produce industry

For two days, Tel-Aviv became a hub of activity for the agricultural sector as produce growers and brokers gathered for the Fresh Agro-Mashov exhibition. The event featured a large number of Israeli growers as well as an international contingent of the parties involved in the agricultural industry. Though this was the inaugural event, organizers are hopeful the exhibition will grow in size and popularity in future years.

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"We wanted to focus on fresh produce because we believe Israeli growers have issues with marketing,” said Avi Paz, one of the event organizers. “The produce market is a very competitive market to begin with, and there are limited resources in Israel, and on top of that, growers there still manage to do wonders in terms of developing new kinds of fruits and vegetables.”

Fresh Agro-Mashov was put on by Mashov Group, a company that organizes exhibitions focused on agriculture, gardening, water technology, infrastructures and quality of the environment. “We are in the middle of three continents: Asia, Europe and Africa,” said Haim Alush, General Manager of Mashov Group.

Going forward, both Alush and Paz have big ambitions and believe the event will only get bigger. “We hope to double in size next year,” said Alush.

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