Egypt

Two of Egypt's leading grower-shippers have begun export trials to Asia in a bid to build new business there.

Cairo-based Pico began direct strawberry exports to Singapore for the first time in February; and Belco plans to ship grapes to Malaysia for a second year when the season begins in April.

Pico, a strawberry specialist, and Belco, a leader in grapes, said they are targeting Asian markets to branch out and reduce their dependence on traditional European markets, where prices are falling due to mounting competition.

'Asia is a target market for us,' Belco product manager Amr El Beltagy told Fruitnet.com. 'We have been supplying Europe and the UK for many years. Now we are starting to look at Asia because, firstly, we have to diversify; second, Asia is a growing market and we have to take a piece of the cake; and third, we can't guarantee that the UK and European markets will remain lucrative for us in the long term. Competition from elsewhere and from within Egypt is increasing and driving down prices.'

Belco plans to grow its Asia business by raising its profile in the region through trade shows and marketing efforts, and setting aside 'respectable' volumes for markets there.

'We need to make an impact,' Mr El Beltagy said. 'We will start in Malaysia with grapes and go from there.'

Pico also plans to export its grapes to Malaysia this year, via a distributor in South Africa. The firm also has its eye on Thailand and China as future markets for its products, once export protocols are established.

'In the long-term, Pico is looking to send a significant percentage of its total fruit exports to Asia, if the markets there are willing to pay `for premium products`,' the company's export sales specialist Shereen Serry told Fruitnet.com.

Sporadic post-revolution strikes at ports and airports over pay were not affecting Egypt's fruit exports in early March, according to exporters.

Trade stopped for a few weeks when Egypt's pro-democracy protests were at their height in late January, early February. But commerce resumed once President Mubarak stepped down on 11 February.

'It is business as usual,' said Mr El Beltagy.

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