– konferencja podsumowująca kampanię „Czas na jabłka z Europy”
Promotion of European apples in the Middle East – Conference summarising the "Time for Apples from Europe" campaign
On 2 December 2024, experts gathered in Cairo for a conference focused on the potential for trade cooperation between the EU and Egypt and the prospects for new business projects. The event aimed to promote European apples and support trade development between the EU, Egypt, and Jordan. This meeting marked the conclusion of three years of intensive efforts under the ‘Time for Apples from Europe’ campaign, which has significantly increased the presence of European apples in Middle Eastern markets.
Egypt, a key trading partner for European apple producers
For the 2022/2023 season, Egypt ranks among the top importers of apples from Europe, driven by a growing demand for high-quality fruit valued for its freshness and exceptional taste. With Egypt at the forefront, the Middle East is increasingly emerging as an important destination for EU exports, contributing to the stability and development of the European fruit sector.
– Poland is the leading apple producer in the European Union, and Egypt is one of its most significant markets for this fruit. The campaign “Time for Apples from Europe” aims to enhance cooperation and further boost exports to the Egyptian market – Mirosław Maliszewski, President of the Polish Fruit Growers’ Association, noted at a press conference.
In addition to Poland, Italy and France are among the EU’s largest apple producers. Poland stands out internationally, ranking third or fourth in global apple production. In 2023, Polish orchards produced over 3.8 million tonnes of apples, Italian orchards 2.2 million tonnes and French orchards 1.8 million tonnes.
The development of the orchard sector relies heavily on active administrative support for export promotion, market expansion, and trade negotiations. During a recent meeting, Henryk Smolarz, the Director General of the National Agricultural Support Centre (in Polish: KOWR), emphasised the importance of these initiatives.
– Poland is known for producing food of excellent quality. The growth of Polish food exports is awe-inspiring, with an annual increase of 8-10% and a tenfold growth over the last 20 years, reaching over 52 billion euros. The KOWR (National Support Centre for Agriculture) runs various campaigns to promote the export of Polish food, and this campaign is one example – he informed. We highlight the exceptional quality of our products, attributed to the advantageous climatic conditions in Poland, superior production technologies, and the sustainable use of plant protection agents and fertilisers. All of this guarantees both great taste and health benefits – Director Smolarz stated.
Consumers focus on quality
The growing interest in European products was underscored in a speech by Łukasz Leśniewski, Second Secretary of the Economic and Political Department of the Polish Embassy in Cairo. He emphasised that the Egyptian market presents a significant opportunity for European exporters, particularly with the rising demand for premium products. – The Egyptian market is emerging as a key destination for European exporters, offering increasing opportunities, especially with the growing appreciation for high-quality food among Egyptian consumers. This rapidly expanding market is becoming more open to imports each year – stressed Leśniewski.
Radosław Rybicki, the Director of the Department of Agriculture and Rural Development at the Marshal’s Office of the Mazowieckie Voivodeship, discussed the factors contributing to the high quality of European apples. – He noted that this quality is influenced by three key elements: sustainable production, favourable climatic conditions, and competitive pricing. Apple production in Poland and other European Union countries relies on modern, sustainable cultivation methods, ensuring the fruit is healthy and flavorful. Additionally, the unique climatic conditions in these regions facilitate the optimal growth of apple trees, resulting in exceptional fruit quality – he explained.
European apples have won over palates
The conference provided a fantastic opportunity to sample dishes made with various European apple varieties. It attracted local influencers such as With Younes, Dina El Kafrawy, and Abdo Magdy, who actively promoted the event on their social media profiles. Renowned Egyptian chef Mohamed Salah presented creative dishes that blended the flavours of European apples with traditional Egyptian cuisine. His menu featured offerings like apple hummus, lamb with apple and fig puree, and a unique Egyptian-style version of “Polish apple pie”.
The “Time for Apples from Europe” campaign is an excellent example of the effective promotion of European agricultural products in international markets. Thanks to initiatives like this, European producers can expand the export reach of their goods, allowing consumers worldwide to experience the exceptional quality of European fruit. Campaign representatives highlighted their commitment to continuing and strengthening cooperation between the European Union and Middle Eastern countries.
