Fruit Logistica 2014, Berlin

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UNIDO/ TRTA II Programme with the cooperation of the CBI of the Netherlands and TDAP represented Pakistan at Berlin Fruit Logistica 2014 (5-7 February 2014)

Pakistani exporters/progressive farmers of Kinnow & Mango presented their products at Fruit Logistica, Berlin

The Berlin Fruit Logistica is the most comprehensive trade exhibition for the international fresh produce sector. The producers, exporters and buyers from all over the world annually utilize the platform of the Fruit Logistica to introduce their products and services.


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The EU funded TRTA II Programme, with the support of its international experts, facilitated Pakistani kinnow and mango exporters and growers to introduce and market their produce to European buyers and importers before, during and after the Berlin Fruit Logistica 2014 to develop business relationships yielding growth potential for future trade. This exhibition provides a unique opportunity for direct, innovative presentation and sale of their fruit to a wide spectrum of international buyers, traders and importers.

Picture1 Two attractive booths were set up at the Fruit Logistica which designed keeping in view the taste and characteristics of the EU consumer. A 27 square meter booth space was allocated by Trade Development Authority of Pakistan (TDAP) under Pakistan pavilion in Hall 7.2b and another 9 square meter booth space was allocated in Hall 3 by the CBI of the Netherlands at their pavilion free of charge.

By virtue of this international platform, Pakistani producers showcased their strengths as reliable and innovative traders, with organized support from seasoned TRTA II experts in the fruit industry (who also spoke the local language). This is evident from the high turnover of business operators/buyers visiting to the TRTA booths at two locations and who showed there keen interest through interactive discussions and meetings with Pakistani delegation.

Pakistani Kinnow Branded as Fresh to-be-squeezed for Juicing and Mango as an Exotic Fruit

At the trade fair an effective professional brand image and promotional campaign for Pakistani kinnow and mango was launched. Two juicing machines were installed for offering fresh kinnow juice to introduce the Pakistani Kinnow to-be-squeezed as fresh juice. Observers and the potential buyers liked and admitted freshness of the juice and relished the idea of introducing it in European markets.

Likewise, the Pakistani Mango was introduced and branded as an exotic fruit having unique taste and aroma. The three videos documentaries prepared under TRTA II Programme covering the supply chain of Kinnow and Mango in Pakistan, were on continuous display at the TRTA booths for the visitors.

Technical Briefing of Pakistani Exporters Before, During and After Trade Fair

Picture2A series of briefings were conducted by TRTA II expert, Marcel Stallen, giving specific role and duties for each participants on how to manage the two booths in the Fair. TRTA II expert for the Eastern European countries, Ms Kateryna Levkovska presented a lecture on the fair presentations and negotiations with the potential buyer/visitors.

 Mr. Willem Kokkeel, the expert from Germany made a separate presentation to the participants on the German retail business and the techniques of approaching the German import buyers.

At the final briefing a priority list for potential mango and kinnow buyers was drawn and future plan of actions based on the connections made during the fair was developed. At the back end other producers with similar quality standards, agreed price and traceability standards would operate in an organized manner. This would limit competition in the sector and allow potential clients to carry out direct deals with the individual exporter. Participants agreed to share business contacts and maintain cooperation.