Summary of the first year of the campaign and information on moving the Study Tour and the Specialty Food Festival
The first, very active year of the promotional campaign “Strength of taste, vitamins and colors – meet the quality of apples from Europe”, which we implement in the United Arab Emirates, is coming to an end. During this time, we were able to be present at the most important UAE fairs: World of Perishables (WOP) and Gulfood in Dubai, or Sial Middle East in Abu Dhabi, where we could present our fruits and have dozens of b2b meetings with our contractors. We also invited key business representatives and UAE media for a 4-day study visit to Poland, during which they could see for themselves the quality of our production and the beauty of our orchards during the apple harvest.
At that time, we also marked our presence in the UAE media, publishing a dozen or so ads in key Arab and English newspapers, PR notes, being in constant contact with journalists, bloggers and other media representatives. Our ads were also visible on the streets of Dubai and Abu Dhabi – whether on street banners or even taxis. In other words – it was hard not to notice us!
Due to the current situation of the global epidemic COVID-19, some of our activities are unfortunately suspended (planned participation in the Speciality Food Festival fairs in Dubai, study tour from UAE to Poland in April this year), but we do not give up and this time is allocated to and outlining a strategy that will allow our apples to be permanently present in stores and on the tables of UAE residents.
In addition, we would like to inform you that our activities have only been postponed, and not completely canceled. The study tour of the Emirates fruit and media importers will take place as soon as possible (probably in September), while the Specialty Food Festival has a new official date 3-5 November 2020. At this time, we will be after the harvest in the new season, which according to current forecasts will be better than the previous season, which was one of the most difficult in recent years.
According to forecasts, apple production in the world over the next five years will have an upward trend, also in Europe. This is good news after this year’s fall, caused by frosts.
According to the report ‘Trends on the Polish Fruit Market, 2019’, the Association of Polish Fruit and Vegetable Distributors ‘Unia Owocowa’, by 2050 the food production sector will have to produce 50% more food, including fruit and vegetables, to meet the demand resulting from the increase world population up to 10 billion people. Apple production is growing thanks to modern fruit-growing practices such as mesh systems, planting new varieties and better bio-control of pests and diseases. European countries understand the need for change and are investing in new varieties to meet the demands of new markets, including the United Arab Emirates and other Gulf countries.
The promotional campaign “Strength of taste, vitamins and colors – meet the quality of apples from Europe” aims to promote European apples, increase their competitiveness and consumption on the United Arab Emirates market and re-export markets from the UAE.