Orchardists at Food Africa 2024

European orchard farmers have once again demonstrated that domestic fruit possesses significant potential to penetrate international markets. From 3-5 December 2024, representatives of the “Time for Apples from Europe” initiative participated in the Food Africa trade fair in Cairo. This event attracted over 900 exhibitors from various global locations, showcasing a diverse array of agricultural products, food items, and technological innovations in agriculture.

During the fair, a series of business-to-business (B2B) meetings were conducted, enabling Polish producers to showcase their offerings of European apples to prospective business partners from Egypt. The participation of fruit growers in this event constitutes a crucial advancement in enhancing the market position of European fruit on the international stage. Participants reported that their presence at Food Africa 2024 garnered considerable interest and positive responses, creating favorable opportunities for further export expansion in the region. The delegation comprised representatives of the Polish Fruit Growers’ Association alongside apple producers.

– The Food Africa trade fair serves as more than a mere platform for the promotion of European apples; it represents a distinctive opportunity to enhance trade relations and establish new business contacts that may lead to long-term collaboration – states Mirosław Maliszewski, the president of the Polish Fruit Growers’ Association. He notes that European apples are distinguished not only by their superior quality but also by the diverse range of varieties and flavours that effectively satisfy the preferences of discerning consumers and businesses in the Middle East. – We have successfully cultivated exports to these markets over the years, providing highly esteemed fruit. The growing popularity of European apples is the strongest endorsement of their high quality and ability to cater to local market expectations – he asserts.  Maliszewski observes that countries such as Egypt, Jordan, and other nations in the Middle East possess substantial growth potential. We are observing an increased interest in our products, which serves as a catalyst for further development. We are confident that European apples have the opportunity to gain greater recognition and appreciation in this region – he concludes.

Visitors to the ‘Time for Apples from Europe’ stand had the opportunity to engage in culinary demonstrations that included tastings of dishes in which European apples were featured prominently. Renowned chefs presented various methods for utilising these fruits in savory dishes and desserts. With thoughtfully prepared snacks, participants could appreciate the distinctive flavours of apples from the European Union.

The Food Africa 2024 trade fair provided a significant opportunity for industry engagement while also serving as a platform to highlight the potential and diversity of European apples. This event illustrated that a compelling blend of taste, innovation, and collaboration can successfully draw the attention of audiences worldwide.  Additionally, the campaign stand received visits from representatives of the Polish Embassy in Cairo and officials from the Polish Investment and Trade Agency.