Israel's MTEX targets European growth

For fresh fruit and vegetable marketing and distribution in Asia
Mike Knowles



Israel's MTEX targets European growth

Planned opening of Mehadrin Central Europe office in Switzerland signals intent to expand sales in key European markets

Israel's MTEX targets European growth

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Israeli fresh produce exporter Mehadrin Tnuport Export (MTEX) is planning to open a new office in Switzerland to manage its marketing and sales in central Europe, leading German trade weekly Fruchthandel has reported.

According to the publication, Mehadrin Central Europe will aim to offer a more dedicated, direct and cost-effective service to its customers in the region.

"As the largest Israeli producer, our long-term goal is to offer professional, direct and concentrated supply of all Israeli agricultural products," commented MTEX chief executive officer Guy Binshtok.

With over 8,500ha of agricultural holdings, MTEX is reckoned to be Israel's largest grower and exporter of citrus as well as other fruits and vegetables.

The company has annual sales of more than €142m, with over 70 per cent of its products sold in export markets across all continents, including the US, Canada, Europe and Japan.

MTEX is a leading global supplier of the Jaffa fresh produce brand.

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