India’s second largest trading partner in the European Union, Belgium is all set to enter the country for the first time with its fruit basket. Wherein, the country has a marketing and distribution tie-up with Yupaa Group.
Commenting on the venture, Marc Evrard, Chief Marketing Officer and Market Development Officer of Belgische Fruitveiling (BFV), said, "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.”
"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.
Elaborating on his plans, 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.