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Writer's pictureGlarepost

European apples remain a firm favourite with Middle Eastern consumers

Updated: Oct 18


European apple exports to the Middle East continue to remain popular due to 

their  exceptional   quality,  diverse  varieties,   superior   taste,   consistency   and 

year-round availability


Luxury retailers, hotels, gourmet dining establishments, and health-conscious  

consumers seeking premium, nutritious produce are all driving the demand.


The European Union, in partnership with Interfel, the French fresh fruit and  

vegetable   organisation,   has   launched   a   series   of   promotional   activities   to  

showcase European apples across the region throughout 2024 and 2025.

Dubai, United Arab Emirates, 9 October 2024: A campaign to promote European 

apples is proving to be so fruitful in the Middle East region that the European Union 

and   the  French   National   Apple   will   be   undertaking   a   third   successive   export 

campaign, with French apples taking centre stage.

The  campaign  aims   to   highlight   European   apple   production's   exceptional   quality, 

variety, and eco-friendly practices, with a particular focus on apples from France. 

Despite global agricultural challenges, the 2024 French apple harvest has remained 

stable, reaching 1.463 million tonnes.

“French apples have long been appreciated for their taste and quality, and this year’s 

harvest is no different. The apples' excellent shape and outstanding quality have 

made   them   popular   with   consumers   and   food   professionals   in   the   region,”   said 

Daniel Sauvaitre, a fruit grower from Charente and president of the French Fruits 

and Vegetables Trade Association Interfel in France.

While the mainstay varieties such as Royal Gala, Granny Smith, Golden Delicious, 

and Red Apples remain popular, there has been a noticeable surge in demand for 

club varieties gaining momentum in the Middle Eastern market, including Juliet, Pink 

Lady, Candine, Candine Organic, Joya, Pixie, Story (Lolipop), Kissabel, and Coeur

de Reine.

“These   specialised   apples   are   gaining   ground,   reflecting   a   shift   in   consumer 

preferences towards distinct flavours and high-quality products,” added Sauvaitre.

One of   the   highlights   of   French   apple   production   is its   eco-conscious   approach. 

Since   2010,   French   apples   have   carried   the   "eco-friendly   orchards"   label, 

representing 1 million tonnes of apples grown sustainably, resonating strongly in the 

Middle East, where eco-friendly products are gaining increasing importance.

To further support French apple exports, a series of promotional activities will take 

place across the GCC during the remainder of 2024 and into H1 2025, following the 

success of similar initiatives during the last two years.

  • Last season’s campaign included over 443 in-store tasting sessions across the GCC 

    in 182 outlets between October and March, featuring sampling, gondola brandings, 

    and   digital   promotions   in   major   retailers   such   as   Lulu,   Panda,   Monoprix   and 

    Carrefour. These efforts ensured that French apples were featured across the Middle 

    East, offering consumers enticing price promotions and exclusive gifts.

    In   addition,   the   campaign   also   held   six   interactive   French  Apple   Pop-Up   events 

    across Jeddah, Riyadh, Muscat, Doha, and Kuwait, as well as at the Taste of Dubai 

    festival.

    A specialised training program was also introduced for retail professionals and chefs 

    to enhance local expertise in French apple varieties. The program, led by the Best 

    Craftsman in France, Catherine Botti and French Chef Jean-François Le Luherne, 

    provided a unique opportunity for participants in Dubai to discover and learn more 

    about French apple varieties and gain insights from industry experts.

    “Focusing on diversity and quality has positioned French apples as a favourite in the 

    Middle   East.   With   the   European   Union's   support   and   the   region's   promotional 

    activities,   French   apples   are   poised   to   remain   a   top   choice   for   consumers   and 

    professionals alike,” concluded Sauvaitre.

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