At every international fresh produce trade fair, a significant portion of African participation is supported and subsidized by international organizations and institutions. The Import Promotion Desk (IPD) is a regular presence at exhibitions like Fruit Logistica and Fruit Attraction, and its stand hosts numerous companies each year. Sandra Freiberg, Head of Marketing at IPD, presents the program and highlights African participation under its umbrella at this year's Fruit Attraction.
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Freiberg states, "The Import Promotion Desk (IPD) is a project funded by the German Federal Ministry for Economic Cooperation and Development (BMZ), launched in 2012 to promote sustainable imports from developing and emerging countries into Europe. IPD operates on two levels: it supports SMEs directly, supporting them in entering the EU market through training, capacity building, and facilitating connections with European importers, and it strengthens Business Support Organizations (BSOs) to provide long-term, independent export promotion services. By working with BSOs, IPD ensures SMEs receive guidance on market information, export strategy, and networking opportunities key to successful and sustainable trade. IPD operates in 21 partner countries, with regional hubs in Côte d'Ivoire, Ecuador, Morocco, and Kenya."
The program's representative outlines the criteria used to select beneficiary companies: "We follow a demand-oriented approach, preparing SMEs to meet the specific needs of the European market and ensuring sustainable trade relationships. The selection process includes pre-selection with local BSOs based on product quality, production capacity, sustainability, and compliance with European standards. Selected SMEs then receive training on export readiness, certifications, business and marketing skills, and market requirements. Only those deemed ready to export are invited to participate in B2B activities, including trade fairs, virtual matchmaking, and direct meetings with European importers. This approach ensures SMEs are well-prepared to engage successfully and build long-term, mutually beneficial trade relationships."
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The companies exhibiting at Fruit Attraction this year are therefore presenting products in high demand on the European, North American, Asian, and Middle Eastern markets, according to Freiberg. She adds: "Africa is expanding its share of the global avocado market, with Kenya increasing exports to Europe. North African countries such as Egypt and Morocco have seen growing fruit exports, with premium products like Egyptian mangoes gaining popularity in the EU and Asia. Dates from Egypt and sweet potatoes from various partner countries are also in high demand. Our hosted exhibitors this year at Fruit Attraction are offering the following products:
- Avocado from Egypt and Kenya,
- Dates from Egypt,
- Citrus (oranges, lemons, mandarins, grapefruit): from Egypt and Morocco,
- Custard apples from Egypt
- Mango from Egypt,
- Table Grapes from Egypt,
- Melons from Egypt,
- Pomegranate from Egypt,
- Vegetables (bell peppers, chili, garlic, onions, lettuce, spring onions, pumpkins, Sweet potatoes) from Egypt
The list of exhibitors hosted by the IPD at Fruit Attraction: www.importpromotiondesk.de/fileadmin/Messebroschueren/Fruit_Attraction_2025_IPD_Fresh_Produce_Suppliers.pdf
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Freiberg assures that the companies hosted by the program have nothing to envy their fellow exhibitors when it comes to capabilities. She concludes, "In recent trade fair editions, around 25 companies participated each time, generating an average of approximately 350 business contacts per fair. Over a three-year period, with participation in an average of three fairs, each company creates roughly 40 contacts through IPD support, many of which lead to concrete business deals. These results clearly demonstrate the success of the IPD program and the tangible benefits it brings to participating companies. Many alumni continue to participate independently in trade fairs or other B2B activities after completing the program, often exhibiting with their own booths, maintaining established business relationships, and achieving concrete business successes. We remain in contact even after the program ends. The ultimate aim of the IPD program is to enable exporters to operate independently and successfully in international markets."
The IPD and its hosted exhibitors at Fruit Attraction are located in Hall 12, booth D11.
For more information:
Sandra Freiberg
Import Promotion Desk
www.importpromotiondesk.de/en/contact/
Dorra Zairi (Egypt & Morocco)
Tel: + 492289090081325
Email: [email protected]