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צילום: ויז'ואל/פוטוס
Israeli fruits famous in Europe, unknown to locals
Fruits and vegetables grown in Israel considered delicacy in Europe. While snatched off shelves for high prices abroad, quality goods are just starting to be introduced to the local market
Quality fruits and vegetables grown in Israel and exported to Europe are as good as foreign to Israeli consumers.
The high price of these exotic varieties compels Israeli farmers to grow them solely for export, where people are more than willing to pay good money for such delicacies.
Israel's agricultural exports total some 560 million euros (about USD 723 million), and in order to keep the export going, Israeli farmers must meet the importing countries' high demands, which do not exist in Israel.
The English market, for example, demands the vegetables be grown by workers who earn suitable wages, work reasonable hours and are given appropriate accommodation.
Exporting to the German market requires stingent controls on the pesticides sprayed on the goods.
The French and the English send experts to inspect the goods personally in order to ensure that they are suitable for import.
The prices charged justify the efforts made. Two special Israeli peppers in England, for example, would be sold for just over USD 2, while inside Israel, 2 pounds of pepper can be bought for about 1 dollar.
So far, the high prices have made it less than lucrative for the choice fruits to be sold in Israeli stores. Agricultural organizations however, wish to change this, and get the Israeli consumer used to paying more for better goods.
Shlomo Tirosh, CEO of the Agrexco agricultural export company, explained that it was important to his company to share the goods with the Israeli consumer. "That is why we have founded the "Carmel Israel" company that brings quality products to Israeli markets and choice stores just like in the exclusive markets in Europe," he said.
Agrexco has already begun marketing choice vegetables in Israeli stores in small quantities.
Fruits and vegetables that will remain unknown to Israeli markets for the time being include, for example, miniature sweet peppers of the Ramiro, Tinkerbell and Sweet Bite varieties, hot pepper of the Inferno variety and miniature potatoes.
