The past avocado season in Lebanon has been a successful one, says Mirna Fadel, Business Development Manager for Lebanese fresh produce exporter Fadel Trading Company: "The past avocado season went well for our company. We've seen a steady demand and were able to meet our production and export targets. Despite some challenges, such as market fluctuations, we maintained strong relationships with our buyers and ensured high-quality product delivery. Overall, it was a successful season, and we are optimistic about future opportunities."
Lebanon is dealing with quite some political tension at the moment, but this has not hampered Fadel's avocado exports, Fadel explains. "Our company has sold 2,100 tons of avocado in 2024, but we can't say it was an easy task, especially with the political tension surrounding us. Despite the Lebanese economic crisis, we as a company have managed to have a better selling season than 2023 by 1,200 tons. Our mission is prioritizing quality over quantity, as we are trustworthy suppliers."
The most important markets for Fadel can be found in European and Middle Eastern countries, according to Fadel: "Our target export markets for avocados include various countries in Europe and the Middle East, but also Russia, Turkey and Egypt. We focus on these regions due to their strong demand for high-quality avocados and our established distribution networks there. We're also exploring opportunities to expand into new markets, where we see potential for growth."
Fadel has recently upped the ante by investing in better business practices, Fadel states. "Recently, we have made several key investments to advance our avocado business. As such, we're upgrading our agricultural practices. We've invested in modern farming techniques and tools to enhance the quality and yield of our avocado crops. This includes training farmers on best practices for cultivating in-demand varieties. We've also allocated resources to better understand emerging markets and consumer preferences, allowing us to strategically target new export destinations and expand our market reach."
Avocado acreage in Lebanon is still in a growing stage, which is also true for the exporter itself, Fadel explains: "Lebanon is among the largest countries in the Middle East in terms of avocado production. Our agricultural lands expand annually. For example, we currently own 100 hectares and are willing to purchase more new land to expand the avocado plantation sector. As for Lebanon in general, the overall avocado acreage must have been around 2000 hectares this season."
The Lebanese exporter has recently acquired further certifications, meeting the strictest requirements for export to Europe, Fadel states. "We're also proud to announce that we have obtained the BRC (British Retail Consortium) certificate. This achievement marks a significant milestone in our journey and opens up new opportunities for us in the European market. With the certification in hand, we now meet the stringent requirements necessary to export our fresh, high-quality fruits to European countries, ensuring that our produce can be enjoyed by citizens across Europe."
"Reflecting on our journey thus far, it's clear that we are on an ongoing path of continuous development and improvement. We began by obtaining our ISO certificate in 2009, followed by Global Gap certification for our three packaging facilities. Now, with the addition of the BRC certification, we have further solidified our position as industry leaders committed to excellence at every stage of the supply chain," Fadel concludes.
For more information:
Mirna Fadel
Fadel Trading Company
Tel: +961 708 703 00
Email: [email protected]
www.fadeltrading.com