Belgium Enters Indian Fruit Market With Distribution Deal
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Belgium, India's second largest trading partner in the European Union, is entering the country for the first time with its fruit basket with a marketing and distribution tie-up with Yupaa Group.
"Initially, we are entering with Belgian apples and pears in the Indian fruit markets. The fruits varieties - Joly Red Apples and Conference Pear - are grown and cultivated in Belgium and are sold under the brand 'TRUVAL'," Belgische Fruitveiling (BFV) Chief Marketing Officer and Market Development Officer Marc Evrard said.
With more than 1,200 members, BFV is the largest cooperation of fruit growers.
"We have signed a marketing and distribution agreement with the Yupaa Group, leading fruit grower, importer and distributer, to make Belgian fruits available across the country. We grow several varieties of apples and pears. We also grow berries like cherries, strawberries and raspberries among others. Depending on the response, we will extend our export of fruits," he said.
Since the exchange rates are favourable now, the Belgian fruits will be made available at competitive price, he added.
Yupaa Group Chairman Ambrish Karvat said the company is initially targeting all metro cities in the country and will then move on to tier II and tier III cities for the Belgian apples and pears.
"We are looking at about 1,000 tonne for the 'Joly Reds' and 100 tonne for the 'Conference Pears' in the first fiscal year. The apples and pears will be available at an introductory retail price of Rs 160 to Rs 180 per kg, respectively, at leading retail stores as well as street vendors across the country," he added.
Yupaa imports more than 12 million kg of fresh fruits from all over the world, including New Zealand, China, Iran, South Africa and the US among others.