On 27-31.05.2023 a delegation of European apple producers visited Amman to strengthen business relations between the European Union and Jordan. What events and initiatives enabled the development of commercial partnerships while promoting high-quality fruit produced in the EU to local consumers?

Organized as part of the campaign “Time for apples from Europe”, the trade mission started with a bang - on the first day, the delegation visited a local shop offering fresh fruit, including fruit imported from the EU. Visits to supermarkets and smaller shops, being part of  the trip, allowed for a better understanding of the structure and needs of the Jordanian market.

The key event of the second day of the mission was a seminar dedicated to European apples. A total of four speakers discussed issues related to the high quality of fruit from the EU and the process of their production: Mohammed Al-Qaryouti, Vice-President of the Jordanian European Business Association (JEBA), Hazem Al Sumadi, Secretary General of the Ministry of Agriculture in Jordan, Chairman of the Association of Traders and Exporters of Vegetables and Fruits, Sa'adi Abu Hammad, and President of the Association of Polish Fruit Growers, Mirosław Maliszewski.

Numerous B2B meetings were held on both the second and third day of the trade mission, which helped European exporters establish prospective business contacts. Meetings with Jordanian importers were held, among others, at the wholesale market, where members of the delegation could see how imported fruit is stored.

Another press conference of the campaign “Time for apples from Europe” was also part of the trade mission. Speeches on export trade relations between the EU and Jordan were delivered by Mohammed Al-Qaryouti, Vice President of the Jordanian European Business Association (JEBA), Hazem Al Sumadi, Secretary General of the Ministry of Agriculture in Jordan, and Mirosław Maliszewski, President of the Association of Polish Fruit Growers. There were also influencers and journalists on site, the event was recorded by local TV.

All this contributed to the success of the trade mission, which is evidenced not only by media publications, but above all by numerous opportunities to expand cooperation between the EU and Jordan resulting from talks and direct meetings. In addition, the trip enriched the delegation members with valuable knowledge about the Jordanian market, including consumer preferences.