Edom UK, a new agricultural export company established in Israel in May this year, is planning to export 3,000 tonnes of red, orange and yellow capsicum varieties to Europe this season. Md Yinon Horesh said that 50 per cent of the produce is slated for sale in the UK, while the rest is earmarked for marketing in the Netherlands, the US, Germany and Russia.

The company is owned up by seven veteran capsicum growers from co-operative settlements ñ moshavim ñ in the Arava region, the main growing area for export-quality capsicum.

Two young Israeli entrepreneurs, and UK firms VGS and Glinwell, will distribute the produce to the multiples in the UK. Edom UK will ship produce in closed Greek trailers to Piraeus. From there it will be trucked to sales destinations in Europe using the door-to-door system to maintain product quality.

Horesh added that the difference between Edom UK and other exporters of fresh produce is that the entire chain of its operation ñ from production through marketing and logistics ñ is reflected in Edom UK's management structure.

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