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Israel: Heat waves affect herbs
Arava Export Growers is currently commissioning new strategies to effectively approach the coming season. Statistics had shown that worldwide consumption for fresh herbs continue to surge with a wider understanding of the potential culinary applications possible for each line from the herb family. Consequently, consumers have taken the approach towards a more conscience buying behaviour which, in other words, means a definite need for better quality and proper traceability.
The marketing staff at Arava, alongside with its growers, have decided to concentrate heavily on some of the basic fundamentals that form an integral part of the herb business. "This step should cover and provide the following: focus on food safety, quality, traceability and accreditation," says Omer Kamp from Arava Export Growers. Arava also has farms in Serbia, Kenya, Ethiopia, India and, even the Gaza Strip. "We already started on the planning for the winter season."
Likewise, the understanding that competitive markets demand innovations and flexibility are essential for comprehending the consumer. Therefore, Arava Export Growers is able to offer a wide array of packaging and, at the same time, introduce new products to the market and/or consolidate with Exotics. "We offer for example Salicornia, Edible Flowers, Micro Herbs, Figs, Limequats. Additionally, new Basil varieties which offer higher durability and yield are being tested as well. It is a never ending quest for perfection," claims Omer Kamp.
"I think it goes without saying that overall, the Herb industry has evolved from what was used to be known as a niche market into a thriving market. The health merits and culinary applications have made fresh herbs common in nearly every household. Our expectations are high for the coming season and as a company we understand the implications involved. Consequently, our reputation, experience, mere size, professionalism and current standing in the market, has placed us as Israel's largest exporter for Fresh Herbs" he concluded.
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