Polish push new apple types to UAE market

Polish growers began exporting apples to the UAE two years ago, following Russia’s embargo against a wide range of goods from the European Union which left many producers, especially in eastern Europe, struggling to find alternative export markets. According to Waldemar Zolcik, president of the Fruit Union, 61% of Poland’s apple production went to Russia in 2013, before the embargo.

Consumers not colour-blind​

Zolcik said one major issue is getting consumers to accept Polish varieties of apples: “UAE consumers are used to mono-coloured apple cultivars—they expect the apples to be either green or red. Bicoloured apples that we promote are not readily available in supermarkets across the UAE. This is why so far we have found it difficult to persuade buyers to reach for our apples​.

“Cultivation carried out in the climate of central Europe leads to the emergence of new cultivars, so far unknown to UAE consumers. Those are our bicoloured varieties—partly green, partly red. But such colouration does not indicate that the apples are not ripe. Furthermore, our climate endows those apples with their distinctive aroma and flavour​,” he added. 

Zolcik said the UAE has different priorities for apples: “Buyers’ expectations are dictated by what they are accustomed to: they focus on coloration, firmness and size, and not so much on the flavour. A feature that distinguishes this market is the emphasis that is placed on the hue of the apples and their firmness​.”

Trade campaign underway​

Polish producers have been running a campaign to promote their apples in the UAE for a year and a half, promoting the bicoloured apples at trade shows and exhibitions, and with two trade trips to Poland to date. In the future, the Fruit Union is planning to run promotions in supermarkets, in an attempt to win over consumers directly. 

Zolcik says the trade with the UAE is growing, with increased volumes and number of orders, as well as a willingness to try different varieties beyond the staple Royal Gala apple. But as the trade grows, logistics are also a significant concern, he noted. 

“Sending apples from Poland to, for example, Dubai is a huge logistic undertaking, as the apples travel by sea in refrigerated containers. One has to pay great attention to the way the apples are packed, the temperature at which they will travel, and also the duration of the ship journey which must be as short as possible to retain the highest quality of exported apples​,” said Zolcik.