Fig consumption on the rise in Europe

The fig season started 3 weeks ago for the Israeli company Avniv Export, coinciding with the decline of the Turkish campaign. CEO Niva Ben Zion explains that, “during the winter, Israeli figs are in high demand, as they fill the gap between the Turkish and Brazilian seasons. The campaign usually lasts from October to January, depending on the weather.”

This season, the company offers only two varieties, the Brazilian type, called Brown Turkey, and the Cyprus variety, called Autumn Honey. “Both are dark, very tasty, with a better shelf life than during the summer,” says Niva.

According to Niva, consumption tends to increase exponentially before the Christmas holidays in destinations like Scandinavia, the UK or Germany. “I believe it is due to figs being used in high cuisine, for salads, dishes or marmalades. It is an acquired taste, but consumption is on the rise, as people are currently more exposed to ethnic flavours”

In terms of pricing, Avniv Export works with a programme on a fixed price base. “I believe this is good both for me and for my clients; we don’t play with the price. I speak with the grower to find out what he wants and then offer the price to the client, negotiating back with the grower,” states Niva, who also says that “demand is always higher than supply.”

When the firm started exporting figs, in 2009, it first focused on the UK market, which Niva believes to be the most advanced in terms of exotics. “I decided to focus on exotics, because this is something I could have an added value in. I really am passionate about exotics.”

For more information:
Niva Ben Zion
Tel: +972-2-9941047
Skype: niva.ben.zion

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