India's third-largest grape exporter is looking to ramp up its operations in the UK as it targets a “pioneering” market.
Euro Fruits, which was established in 1993 and exports to Europe through Timer Fruit in Rotterdam, has built its trade around a certification strategy with a deliberate policy to target Europe.
And it recently became India’s first British Retail Consortium and GlobalGAP-certified company.
The company had a presence in the UK 10 years ago but is meeting with importers to reintroduce itself to the market ahead of the main season from February to April next year.
Euro Fruits director Bharat Thosar told freshinfo: “We have always been completely focused on Europe, but we see the UK as an especially attractive market to come into. The exchange rate has obviously caused problems recently, but price is not the main driver for us.
“The initiatives to do with ethical trading and certification always start in the UK and we have been the first to comply with these standards in India, as they give us a competitive edge and create a good match with the UK.”
Last year, Euro Fruits shipped around 250 40ft containers of table grapes and is targeting both the retail and wholesale sectors in the UK.
“We are looking for a long-term relationship in the market,” said Thosar, pictured. “It is very easy to attain a consignment of five containers and leave it at that, but we want to really develop here. It is a people business and we have to look at each other’s comfort level.
“We hope to also appeal through our pesticide testing - Apeda [the Agricultural and Processed Food Products Export Development Authority] tests each and every grape plot to check for pesticide residues and ensure traceability.”
Established by the Indian government, Apeda is currently developing new software to improve traceability to decrease the amount of rejected fruit and increase sendings ahead of the 2011 season.
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