And now for something completely different

With the EU market saturated, European produce shippers are looking to India for export opportunities. But what can they offer?

The answer is “something different”, according to a panel of experts speaking at Asiafruit Magazine’s Fresh Produce India conference in Mumbai last week (24 April).

“There is a certain curiosity for new products in India,” said Marc Evrard business delvelopment manager of Belgian fruit cooperative Belgian Fruit Valley, which is successfully carving a market for its Conference pears and Joly Red apples in India through its partnership with Indian importer Yupaa International.

“Our Conference pear is being well received in India, despite the fact it is a strange shape for Indian consumers, and that they find the brown russetting off-putting: they think it’s a defect. We’ve set up a five-year programme to convince Indian consumers,” Evrard said. “And we are seeing increasing demand for our Joly Red – we must be doing something right.”

Parth Karvat, manager of importer Yupaa, advised European shippers with an eye on India to “take care to offer something different”.

Also focus on the packaging to take into account the Indian weather, the logistics, the transport, he added. Produce needs to be competitively priced, add value and attract Indian taste buds.

“The first thing we look at when offered a new product, is how is it different to what we do currently,” said Karvat. “We are looking for something that will help us to give added value to our customers.”

Bostjan Kozole, managing director of leading apple grower-shipper in Slovenia Evrosad, said his firm was planning to ship to India.

“We believe India is the next market for our apples,” he told conference delegates. “We are investing in new plantings and packhouses.

“Why India? Because there is consistent growth in demand there and the European market is saturated. The Indian economy is growing and people there like good apples,” he said.

The Port of Koper in Slovenia can help Europeans ship their produce to India, thanks to its central European geographical position, dedicated fruit terminal and shorter transit time to India than the Netherlands, the port’s sales and marketing manager Milena Jerman told Fresh Produce India delegates.

“What can we offer India? A reliable and efficient logistics solution from central Europe,” Jerman said. “We offer reliability, flexibility and tailor-made perishable services.”