On May 22, the first shipments of Jordanian okra arrived at Asia Ltd. "The goods are flown in once a week, but due to the spring holidays this is sometimes difficult to plan. Consumption is also usually somewhat lower during the holiday season, as many consumers with Turkish and Arab roots who regularly buy the product spend the holidays in their home countries. This has a corresponding effect on demand," says Hacer Temiz, specialist importer and owner of Asia Ltd, based in Krefeld.
The volumes supplied are sufficient to cover the demand without any problems. The quality and shelf life of Jordanian okra are also satisfactory. Last year, the Jordanian goods could be offered until late October. "We only distribute air cargo and switch to Ghana after the Jordanian season is over," Ms. Temiz said. Okra is also sourced from Egypt, Thailand as well as Turkey during the summer, but it is a very different commodity, she said, due in part to the variety selection.
Okra prices at the beginning of the Jordanian season are about the same as last year.
Okra gains market share
After the goods arrive at Liège Airport, they are transported to Venlo and further dispatched from the transshipment warehouse at the Fresh Park there. Temiz: "We mainly deliver our goods in 5-kg large boxes to wholesale markets throughout Germany. It has to be said, however, that the item has become very well established, especially in the major cities, such as Hamburg, Frankfurt and Berlin. That's simply because these cities are home to many ethnic consumers who know the product and use it in the kitchen frequently."
According to the importer, okra is gaining importance outside of ethnic cuisine as well. "I would already stop talking about an exotic, but an item that is becoming increasingly established in this country. You can see that okra is also conquering German cuisine step by step, which may be due in part to the versatility of the product. At the same time, the product itself takes quite a bit of getting used to and is not for everyone." An appealing look is crucial here, she adds. "Because of this, we offered goods from Ghana instead of India for a very long time last winter, as they are sold in transparent, half-open boxes. This transparency is particularly important not only to us, but also to the buyer."
Chirimoyas: less volume, high prices
In addition to okra, Spanish chirimoyas are also among the Krefeld company's main products. The past season already ended two months ago. Temiz: "Overall, we can look back on a good marketing season. Interestingly, in this country it is mainly the smaller calibers that are wanted, whereas on the Spanish domestic market it is mainly the larger fruits that are in demand. It is these smaller fruits for export that have been lacking this year, which is why we have been able to market less product in volume at relatively high prices."
For more information:
Hacer Temiz
Asia GmbH
Oder Straße 1
47829 Krefeld
Tel: +49 (0) 2151 36 32 60
Web: http://asiagmbh.com
Email: info@asiagmbh.com