2003 looks as though it will be another good season for Agrexco. Optimism is based on a broadening of product portfolio, heavier focus on added value and a more innovative offer.

Much has already been achieved on an individual crop basis. A case in point is grapes, even taking into account a contraction in the window of marketing.

General manager Rani Friedlander explained: 'Sales impetus has been boosted by a fine-tuning of varietal mix combined with the trend towards punneted fruit. SBS especially has gained in significance and could eventually replace Perlette. It has larger berries and a distinct Muscat flavour and is gaining ground year-on-year.' Salad potatoes have been another winner. As with other lines, sales expansion has followed better varietal selection and the introduction of pioneering packaging. Fresh herbs and baby leaf salads have also been on the ascent with sales now worth over £5m annually and growing.

Similarly Agrexco has strengthened its positioning as an exporter of Medjoul dates. The country is one of the globe's largest producers.

Friedlander added: 'We can now supply quality product virtually year-round. Our aim is to boost consumption and sales, particularly at the snack end of the market.' Agrexco is also fast establishing a niche for long sweet peppers, both yellow and red.

The UK ranks as the largest market overall.

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