The Lebanese diaspora is an important stimulus for Lebanese exports of fresh produce. Lebanese communities value their home-grown fruit and vegetables and promote them in their host countries, and this has inspired the Karma packing house business model.
Khaled Sinno, CEO of Karma, describes his operations: "We are a packing house that exports a wide range of Lebanese fruit and vegetables, exceeding 50 items. We have the particularity of delivering shipments of mixed items that can be in small quantities, which enables us to supply restaurants, convenience stores, as well as big supermarkets, all year round."
"It goes from tomatoes, onions, mangoes, stone fruits, grapes, etc... you name it, we deliver it. We work with an established clientele, with whom we are in constant contact depending on the availability of products and their needs. The varieties of fresh produce produced in Lebanon are unique and of superior quality, which explains the attachment of the Lebanese diaspora."
The exporter hopes to reach a wider market despite the stiff competition: "We could have been competitive on the European market, but there are other origins that mass-produce at lower costs than ours. This reduces our business potential in Europe. But we're still doing well exporting to the UK, as well as the Gulf countries, and certain African markets such as the Côte d'Ivoire, Cameroon, and South Africa, as well as North America."
Lebanon enjoys favorable climatic conditions and a rich diversity of varieties but is hampered by economic and political factors. Khaled says, "The ban on imports of Lebanese produce imposed by Saudi Arabia and Bahrain was a hard blow and deprived us of a major market, and is part of the geopolitical situation which also encompasses the political instability in Lebanon and the devaluation of the currency. We look forward to an improvement in the situation which will be a great solution for exporters of Lebanese fresh produce."
"Meanwhile we are strengthening our presence in other markets," says Khaled. "Karma's particularity as a sourcer of a wide range of fruits and vegetables and our adaptation to the size and needs of our customers is sought after by importers all over the world who want to give their customers quality fresh produce, grown in good conditions. We're stepping up our marketing efforts to open up new markets, and as such we're taking part in the Fruit Attraction at the Lebanese pavilion this year."
For more information:
Khaled Sinno
Karma
Tel: +9613653330
Email: [email protected]
www.linkedin.com/company/karma-lebanon-sal