Egypt's Citrus: A Conversation with Mohamed Wafaey of Capital Agro

Q: Can you tell us a bit about your company and its role in the citrus and fresh fruits industry? 

A: Our company is a leading exporter of citrus and fresh fruits. We specialize in sourcing high-quality produce from local farmers and ensuring their safe and efficient delivery to international markets. Our aim is to provide customers with the freshest and most flavorful fruits while supporting the growth of the agricultural sector in our region. 

Q: What are the objectives of export and import volumes this season, per variety or markets?

A: This season, our primary objective is to expand our export volumes to various markets. We aim to increase our presence in key regions such as North America, Asia, and the Middle East. Additionally, we are focused on diversifying our product offerings to meet the specific demands of each market. By targeting different varieties and tailoring our approach to specific regions, we aim to maximize our export volumes and strengthen our global footprint.

Q: Could you shed some light on the changes in marketing strategy or growing trends in the industry?

A: The citrus and fresh fruits industry is witnessing a shift in marketing strategies and growing trends. We are observing a growing demand for organic and sustainably produced fruits. As a result, we are investing in sustainable cultivation practices and obtaining relevant certifications to cater to this trend. Additionally, digital marketing and e-commerce platforms are playing an increasingly significant role in reaching consumers directly. We are adapting our marketing strategies to leverage these platforms and connect with consumers in a more personalized and efficient manner.

Q: Can you share any new products or technology innovations that have been introduced in the industry?

A: The citrus and fresh fruits industry has seen notable advancements in both products and technology. We have introduced new varieties of citrus fruits that offer unique flavors and characteristics, appealing to the evolving tastes of consumers. Additionally, technology plays a crucial role in enhancing our operations. We have implemented advanced packaging techniques that ensure optimal freshness and extended shelf life. Furthermore, precision agriculture techniques and data-driven farming practices are enabling us to optimize crop yields and minimize environmental impact.

Q: What are your general expectations for your orange season this year?

A: Our expectations for the orange season this year are optimistic. We anticipate penetrating new markets by leveraging our distribution network and offering high-quality oranges. Additionally, the dry weather conditions in Europe have led to increased demand for our oranges as a substitute for reduced domestic supply. Furthermore, the significant decrease in orange production in Spain and Italy by 30% presents an opportunity for us to fill the gap in supply and cater to the market demand. With our robust production capabilities and commitment to quality, we are well-prepared to meet the needs of customers and have a successful orange season.

Q: How will volumes for oranges be compared to last year? Is there any specific reason for the increase or decrease?

A: This year, our volumes for oranges are expected to increase compared to last year. We anticipate reaching a volume of 30,000 tons. There are specific reasons contributing to this increase. Firstly, the high quality of Egyptian oranges has been well-received in the international market, leading to an increased demand for our product. This positive reputation has resulted in higher export volumes. Additionally, the decrease in orange production in Spain and Italy, two major orange-producing countries, has created a market opportunity for us to fill the supply gap and meet the demand. By capitalizing on these factors, we expect our orange volumes to surpass the previous year's figures.

Q: Anything else you’d like to share on the upcoming orange season?

A: In the upcoming orange season, we have exciting developments planned. We will be introducing five new brands, expanding our brand portfolio to a total of 12 brands in various markets. This strategic move allows us to diversify our offerings and cater to different customer preferences, ultimately strengthening our market presence. Additionally, our commitment to exceptional customer service is reflected in the implementation of customer relationship management (CRM) and tracking systems. These tools enable us to effectively manage customer interactions, track orders, and promptly address any inquiries or concerns, ensuring a seamless experience for our clients. Furthermore, we take pride in holding various quality certifications, including Global GAP, SMETA, Sedex, GRASP, and ISO. These certifications validate our adherence to international standards in areas such as agricultural practices, social responsibility, and quality management systems. By expanding our brand portfolio, prioritizing customer service through CRM and tracking systems, and maintaining rigorous quality certifications, we are well-prepared for the upcoming orange season. We remain committed to meeting customer expectations, delivering high-quality oranges, and further solidifying our position as a trusted player in the citrus industry.