Exporter Mehadrin Tnuport Export (MTEX) ventured into date marketing for the first time this season, selling 300 tonnes of the fruit grown on a moshav in the Jordan Valley.
“This season we marketed the fruit in Europe - the UK, France, Germany and Spain - and Asia,” MTEX’s Ami Sivan told freshinfo. “The exports were excellent quality and buyers were really happy - our UK clients are waiting for us to increase volumes next season.”
The addition of dates to its product range is one method MTEX is looking at to boost business, according to Sivan. “It is not enough just to stay in citrus and avocados, but options to grow are limited, as it is hard to increase export volumes; so we are therefore looking at other products.
“As well as dates, we started doing grapes a year ago, and this season reached 2,000t of product, 15,000t of carrots, which we only started last year, and we expect almost 60,000t of potatoes this year, after just five years of production,” he said.
MTEX underwent a restructure in its Israeli offices in 2007 in order to cope with increasing volumes, according to Sivan, and business has run smoothly since the changes.
“Although the Russian market and others like it are rapidly expanding, MTEX will always maintain a key position in the UK,” he added. “It is really an advantage for us to be supplying the supermarkets.”
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