Global trends and apple exports – how are global changes affecting the fruit market in Egypt and Jordan?

Apple exports play a crucial role in the European fruit trade, continually evolving in response to global economic changes. Inflation, logistical challenges, and rising production costs create significant hurdles for producers. However, European apple growers effectively leverage these changes to strengthen their presence in Middle Eastern markets, particularly Egypt and Jordan. These countries are vital customers, and adaptive strategies allow European apples to be recognised as symbols of quality and reliability.

Inflation and rising cost – how do they affect exports?

The increase in global inflation has notably impacted production and logistics costs. European apple producers are dealing with higher energy and transportation prices, which lead to increased prices in export markets. In Egypt and Jordan, the cost of cold storage—essential for maintaining the shelf life of fruit—is also rising, particularly in Jordan, where local energy prices are among the highest in the region. Despite these challenges, European producers successfully enhance their products through innovative logistics technologies and optimise their supply chains.

Production and export trends – stability despite challenges

In 2023, apple production in the European Union exceeded 11 million tonnes, reflecting a 3.3% decrease compared to 2022. Poland remained the largest producer, contributing over 30% of the EU’s total production. Despite this slight drop in volume, apple exports to the Middle East grew steadily, driven by an increasing demand for high-quality products. Varieties known for their durability and exceptional taste are becoming particularly popular.

In Egypt and Jordan, European apples are regarded as a symbol of good taste, especially in the hospitality sector and among discerning consumers. In the first half of 2024, Egypt imported an impressive 22,000 tonnes of Polish apples, and from September to November of that year, over 19,000 tonnes were exported to the country. These impressive results highlight the stability and potential of the Middle Eastern market for European producers, including those from Poland.

Excellent products and innovative approach

European apples are valued for blending traditional cultivation methods and modern technologies, guaranteeing high quality and durability during transport. A crucial factor in their success is the organic mind-set of producers, who adjust their practices to align with the increasing consumer demand for environmentally friendly production.

Innovative storage technologies, such as controlled atmospheres, enable fruit to remain fresh for extended periods. This capability is especially crucial for delivering to remote regions. Thanks to these advancements, European exporters can provide their products in excellent condition, leading to higher customer satisfaction and enhancing their standing on the international stage.

Despite global economic challenges, European apple producers adapt effectively to changing market conditions. The consistent growth in exports to the Middle East, particularly to Egypt and Jordan, demonstrates their ability to capitalise on emerging opportunities. European apples meet the highest quality standards and cater to the needs of increasingly discerning consumers by blending tradition with modernity.