Demand for fruit and vegetable processing equipment is booming in the Middle East. This is in response to the world market's need for processed fresh produce and opportunities linked to competitive crop prices. Ahmed Heiza, CEO of machinery supplier Misr Vision, identifies three sectors where demand is strongest.
This first manifested in the citrus concentrate sector, where several new factories were opened in Egypt last season, while others are expected to be operational next season. Heiza says: "Due to the increase in demand and the market gap in the citrus sector, many investments were made in citrus concentrate plants last year. Deployment was not as planned, as only 50% of the planned facilities are operational, mainly thanks to foreign investors, with the remaining 50% needing to finalize their lines and be ready for next season."
In Egypt also, as well as in Saudi Arabia, potato processing is attracting investors and the movement of machinery imports. Heiza shares, "There's an active movement in French fry factories in Egypt and Saudi Arabia to meet global demand. Sweet potato fries are also a promising product finding a good market in Europe. In addition, the market for potato chips continues to grow as it becomes the cheapest snack for consumers and the most affordable processing line for manufacturers. It's also worth mentioning that potato crop prices have fallen this year due to excess capacity, further encouraging investment in processing machinery."
Finally, one of the key sectors where machinery investment is expanding rapidly in the region remains that of strawberry processing in Egypt. Heiza: "Frozen strawberries have retained their appeal for many investors as the most affordable production line, with many options imported from China for IQF and refrigeration installations. It has to be said that newcomers from China are selling machines at low prices, which is affecting the market as a whole. Freeze-dried strawberries are also attracting growing interest, enabling some growers to sell them at a higher price due to the special farming practices required for this product."
For more information:
Ahmed Heiza
Misr Vision
Tel: +20 100 135 8567
Email: info@misr-vision.com
www.misr-vision.com