launch of exquisite new variety of Belgian ‘Joly Red Apples’ and ‘Conference Pears’ for the first time in India

FOOD & BEVERAGE / LIFESTYLE


   

Belgium looks beyond 

diamond market in India

ventures into the Indian fruit market

Mumbai, A new variety of Belgian Apples and Pears were launched in the  Indian fruit markets. The fruits, ‘Joly Red Apples’ and ‘Conference Pear’ are grown and cultivated in Belgium. India';s leading importer of fresh fruits, Yupaa Group of companies and Belgium';s largest cooperative for fruit growers,   (BFV) have come together for the same to give Indian consumers this high quality produce. Both the varieties of fruit are said to be sweeter, non-waxed and grown in a clean environment making them a superior quality compared to the ones currently in the market. 

Belgium is India';s second largest trading partner in the European Union. Launched in the presence of Mr. Karl Van Den Bossche, Consul General of Belgium in Mumbai, Mr. Jurgen Maerschand, Trade and Investment Commissioner of Flanders Investment & Trade and Chef Kelvin Cheung, Executive Chef, Ellipsis Restaurant, the new variety of apples and pears has a growing popularity in the European and Asian countries.

Initially targeting all metro cities across the nation and then moving on to tier ll and tier lll cities, Yupaa is looking at an approximate sales forecast of 1000 tonnes for the ‘Joly Reds’ and 100 tonnes for the ‘Conference Pears’ in its first fiscal year. The fruits will be available at an introductory retail price of Rs.160 to Rs.180 per Kg at leading retail stores as well as street vendors across the country.

Around 40 per cent of India’s fresh fruit and vegetables perish before it even reaches consumers. Yupaa being one of the largest and leading fresh fruit grower, packer, importer, distributor and marketing company in India imports more than 12 Million kgs of fresh fruit from all over the world in specialized reefer containers to increase the shelf life of their products.

Mr. Ambrish Karvat, Chairman, Yupaa Group of Companies says “In recent years the Indian market has become open and mature for the import of produce from around the world. Coupled with the recent opening for Belgian apples and pears to India, the new ‘Conference Pear’ and ‘Joly Red’ variety seem like an excellent fit to mark this occasion”

Currently an import duty of 50% on all apples and 30% on all pears respectively is being charged in India, which restricts the import volume. As ‘Joly Red’ and ‘Conference Pear’ become popular in India, the Belgian and Indian companies will work together to facilitate growing this variety in India as an import substitute.

The Belgian Fruit Auction (Belgische Fruitveiling/BFV) was formed in 1990. More than 1,200 fruit growers join hands to form the largest Belgian cooperation of fruit growers, with a market share of 50% which is called The Belgische Fruitveiling cvba (BFV). 

Mr. Karl Van Den Bossche, Consul General of Belgium in Mumbai says, "Belgium chocolates are very famous and popular  amongst Indians. I am pleased that Yupaa and Truval have now brought Belgium Joly red apples and Conference Pears in India to mark another milestone in Belgian quality, taste and purity".

One of the many health benefits of the ‘Conference Pear’ and ‘Joly Red’ are the antioxidants present in them that are being linked to help prevent chronic diseases. Apart from the health benefits and quality both the fruit varieties have a longer shelf life and will be available throughout the year.

The ‘Joly Red’ and ‘Conference Pear’ will be promoted and sold under the brand ‘TRUVAL’ meaning, ‘True Value’. The brand will focus on highlighting the quality of the fruits and the fact that they are naturally grown products, cultivated with full traceability guaranteeing perfect food safety.

About Yupaa Group

Yupaa Group is a pioneer and leading fresh fruit Grower, Packer, Importer, Distributor and marketing company in India. Most of the imported fresh fruit varieties were introduced and popularized by Yupaa in India. Yupaa is the most exclusive and preferred channel partners of leading world brands like Stemilt, Enza-Delica, Capespan, Truval etc. Yupaa imports more than 12 Million kgs of fresh fruit from all over the world in specialized reefer containers. Yupaa has a PAN India sales and distribution network covering almost all major regions of the country.

For more information please logon to our website www.yupaagroup.com

About Belgische Fruitveiling (BFV)

The Belgian Fruit Auction (Belgische Fruitveiling/BFV) was formed in 1990. More than 1,200 fruit growers joined hands to form the largest Belgian cooperation of fruitgrowers, with a market share of 50% which is called The Belgische Fruitveiling cvba (BFV). BFV has the best state-of-the-art equipment for cooling, pre-sorting and packing. BFV headquarters have been firmly planted in Sint-Truiden, in the province of Limburg which is one of the most concentrated and specialised fruit-growing regions in Europe. BFV handles 120 million kilos of fresh Pears which is more than 53% of all Belgian Pears. Their main products are apples, pears, strawberries and cherries.

For more information please logon to our website www.bfv.be