Japan to Enter UAE Fruits Market

ABU DHABI — Japan is making efforts to enter the fruits market of the UAE and in the GCC as a whole, in a big way.

By (Staff Report)

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Published: Wed 12 Aug 2009, 10:31 PM

Last updated: Thu 2 Apr 2015, 3:45 AM

Japan, which has a huge agriculture sector, is currently exporting only negligible quantity of fruits, vegetables and other agricultural produces to the region. On the other side the fruits market in the region is perceived be of significant size.

The UAE itself is estimated to be consuming fruits worth three million dollars every year, according to Mark Nakada, the project manager of the Japan Government Exhibition Department and the General Manager of the Kintesu World Express Sales, which administers the project to promote the export of Japanese fruits to the UAE.

An outlet of the Oishii Nippon, a retail chain organised by the Japanese Government to sell premium fruits from that country, was opened in Abu Dhabi on Monday to mark the beginning of those initiatives to promote the export of fruits from that country to the region.

The outlet has been launched by the Japan’s Ministry of Agriculture, Forestry and Fisheries and supported by the National Federation of Agricultural Cooperative Associations. It will be operated under the management of FIT Fresh, a UAE-based company which specialises in the sale of fresh and sanitised fruits and vegetables.

“We will be launching our second branch in Dubai by next month and another unit in Kuwait by October. Put together these three outlets together should be able to generate a business of one million dollars this year,” says Mark. “We have a cold chain from end to end. We directly buy the fruits from the farmers directly, and reach them to the consumers at the shortest time. All these ensure that our products are fresh and safe. The premium quality Japanese fruits are of superior taste compared to the fruits from several other regions,” he said. “We measure the taste of fruits before selling to the customers. Those ‘taste metres’ essentially measure the sweetness of the fruits. Also, the fruits are examined while shipping them here and before giving them to consumers.” ramavarman@khaleejtimes.ae

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