UK pomegranate juice company Pomegreat has become the first international company to purchase any form of fruit juice from Afghanistan, committed to purchasing a minimum of 500 tons of pomegranate concentrate and 500 tons of fresh fruit from Omaid Bahar Ltd, Afghanistan’s first fruit processing facility.
Pomegreat is leading the way for international companies by opening trade dialogue with Afghanistan, despite its well-documented problems. The country once famous for its pomegranates, before years of war cut trade routes and forced the loss of traditional markets, is slowly regaining its position with the help of international aid forces, which are working to restore old trade routes that were once broken.
Omaid Bahar is Afghanistan’s first fruit processing facility, based in Kabul. Opened in October 2009, with the support of USAID, the facility hopes to produce and export fruit concentrate and fresh fruit to all global markets. The pioneering deal with Pomegreat is worth an estimated £3 million over 2010-11.
Adam Pritchard, chief executive of Pomegreat Ltd, said: "Being given the chance to source the best pomegranates in the world from their spiritual home is something I couldn’t overlook. The Afghan pomegranate is the best in the world and in 10 years sourcing pomegranates from many other countries, I have never previously encountered juice of the quality Omaid Bahar is offering. My long-term aim is for pomegranates and other fruit juices from Afghanistan to become a valuable and valid commodity that can be exported around the world.”
Mustafa Sadiq, owner of Omaid Bahar, said: “I am proud to have built this factory and the commitment from Pomegreat gives me great hope for the future that I can fulfil the needs of international markets with our superior production of juice.”
The first batch of juice is expected to arrive in the UK this month.
