Blue Whale at the WOP Dubai

From the 5th to the 7th of December 2017, World of Perishables Dubai welcomes each year more than 4,000 visitors from around 80 countries. It is the leading trade fair for fresh produce in the Middle East, a market where consumption of these commodities is one of the fastest growing in the world. Blue Whale has been there for several years and commercially, this area represents for us 26,000 tons of fruit, so more than 1,300 containers shipped.

WOP is the marketplace for the growing demand for fresh fruits and vegetables. The exhibition on the show reflects the entire chain: from the producer, to the consumer via the export, wholesale and retail trade. This is the opportunity to take contacts with major supermarkets in the region and to open new markets.

The WOP offer is extended by the “Fruitnet Business” forum, to which Marc Peyres, Commercial and Marketing Director of the sector, took part in.

Indeed, Blue Whale was invited to go to a round table on the theme: how to build a successful brand in the Middle East? Interesting brand-focused debates pointed to the importance of having a product behind each brand, because tomorrow brands will be the business of companies or groups of companies and will no longer be collective brands.

The proliferation of new product projects around brands is also a challenge for us all, everywhere and not only in the Middle East. But will there be space for everyone? In apples, only projects that present a real innovation, and above all innovation on taste, will have chances of success. This allowed us to highlight our novelties such as Regalyou, or Novablue and Liliblue but also our involvement in the beautiful Kissabel project: red flesh apples with a unique taste.

To be continued…