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Macedonian Agribusinesses Learn the Latest Trends
in EU Fresh Fruit and Vegetables Marketing
 In
February 2008 representatives of eight
Macedonian agribusinesses participated in a
Business Development Mission in Berlin, Germany
that included attendance at the FRUIT LOGISTICA
2008 International Trade Fair for Fruit and
Vegetable Marketing. This trade show provides
industries involved in fruit and vegetables
trading an opportunity to present their range of
services from growing through to selling. One of
the main attractions of FRUIT LOGISTICA is that
it is a compact, highly effective show focusing
on specific target groups. Specifically, it
offers developing country marketers of "exotic"
produce as well as newcomers from Central and
Eastern Europe an excellent venue for presenting
their products to the international trade, and
an excellent means of establishing new business
contacts.
 USAID’s
AgBiz Program, in partnership with GTZ’s MAFP
and the Swiss Import Promotion Program (SIPPO),
recognized the importance of such an event,
especially for Macedonian export oriented fresh
fruit and vegetable marketers, and organized a
four day a Study Tour that included a visit to
the FRUIT LOGISTICA fair, tours of German
produce markets and Business to Business
meetings. While in Berlin the participants met
with representatives of the Munich Wholesale
Market and the Association of German Wholesale
Markets, and visited the BIO (Organic)
Supermarket where they saw the importance of
organic produce. They also toured the Fruit
Wholesale Market (Fruchhof) and investigated the
possibility of renting space there.
The range of products featured at FRUIT
LOGISTICA included fresh fruit and vegetables,
dried fruits, nuts, spices, biological produce,
flowers and plants for self-service outlets. A
technical center showcased equipment for produce
packaging, storage, transport, shipping and
display. A services market offered computerized
solutions for logistics management, transport
company services, marketing know-how, training
and further education. There were also trade
forums, ideal opportunities for the participants
to exchange experience with similar companies
and enhance their business knowledge and skills.
At FRUIT LOGISTICA participants were introduced
to the latest trends and knowhow in post-harvest
handling of fresh produce including storing,
grading, packing and shipping to meet market
demand. The fair also offered the Macedonian
firms had an opportunity to approach a wide
range of potential customers. Targeted buyers
included fresh produce importers, wholesale
markets, wholesale and retail outlets, and
packing and shipping companies. As a result, the
participants signed pre-contracts worth
$357,000. Based on this experience, the
Macedonian fresh fruit and vegetable traders
recognized the necessity of taking steps towards
enhancing their ability to compete regionally
and globally. Lessons the Macedonian firms
learned during this visit included the
importance of using of standard, cost effective
packaging; the need to promote investment in
then Macedonian packaging industry; the
importance of effective labeling; and the
adoption of world food standards is the only way
leading to expanded, sustainable production and
sales of value-added agricultural products and
successful exports to EU markets.
“New contacts, new deals, introducing new
technologies and a better market understanding!
This is the overall impact of the study tour
supported by AgBiz. The entire world works
globally and our approach to European markets
must be in large quantities and with excellent
quality, which has to be endorsed with quality
standard certificates. These were the lessons
which we have learned and will to put into
practice!”, said Mr. Kire Shoshev from DZP
Dushan Kirik DOOEL, Rosoman.
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