The grower-exporter anticipates good volumes and excellent quality, with high fruit colour and firmness
Egypt’s Fresh All Green is looking ahead to a “very positive” strawberry campaign, with exports expected to perform strongly. The vertically integrated grower-exporter said the season kicked off in mid-November and is set to run through to April.
“This campaign looks very promising and we’re very excited. We expect good volumes but also excellent quality with strong fruit colour and firmness. This is exactly what our international clients expect from us,” said chairman Hussein Hassan.
With current exports mainly spanning across Europe and the Gulf, Fresh All Green plans to enter new markets this season. “We already have long-term partnerships with retailers in the UK, Germany and South Africa. We see our clients as partners in growth. Now we want to replicate that model in Africa and Asia”, Hassan noted.
To meet this growing demand, Fresh All Green plans to increase its cold storage capacity and invest in cutting-edge software to reinforce traceability and food safety across all shipments.
“We are here thanks to the dedication, skill, and passion of our whole team,” Hassan said. “That’s why we believe that investing in our employees and providing them with proper training is key. We treat everybody as part of a big family.”
Looking ahead, Fresh All Green said it will ramp up its corporate and environmental sustainability efforts, with a new CSR initiative focused on education, health, nutrition, and worker welfare within surrounding communities and the launch of a green packaging line.
“Together with one of our Spanish clients, we have developed a new type of eco-friendly strawberry packaging which we’re very proud of,” Hassan said.
“We also have ongoing plans to work with international breeders on new strawberry varieties that require fewer natural resources and are committed with optimising water use and minimising pesticides. We want to deliver excellence in every single aspect of the business, and that starts on the field.”
In addition to its strawberry production, Fresh All Green maintains a diverse portfolio of high-quality fruits, including grapes, blueberries, and frozen strawberries.
