UK Pomegranate Juice Company Announces Partnership with Afghanistan Fruit Factory

Pomegreat, the UK’s leading pomegranate juice company, has become the first international company to purchase any form of fruit juice from Afghanistan, committed to purchasing a minimum of 500 tons of pomegranate concentrate and 500 tons of fresh fruit from Omaid Bahar Ltd, Afghanistan’s first fruit processing facility.

Pomegreat is leading the way for international companies by opening trade dialogue with Afghanistan, despite its problems. The country once famous for its pomegranates, before years of war cut trade routes and forced the loss of traditional markets, is slowly regaining its position with the help of international aid forces who are working to restore old trade routes that were once broken.

Omaid Bahar is Afghanistan’s first fruit processing facility, based in Kabul. Opened in October 2009, with the support of USAID, the facility hopes to produce and export fruit concentrate and fresh fruit to all global markets. The pioneering deal with Pomegreat is worth an estimated GBP3 million over 2010 / 2011 period.

Adam Pritchard, Chief Executive, Pomegreat Ltd has been waiting since he formed the company for this opportunity: « Being given the chance to source the best pomegranates in the world, from their spiritual home is something I couldn’t overlook. The Afghan pomegranate is the best in the world and in ten years sourcing pomegranates from many other countries, I have never previously encountered juice of the quality Omaid Bahar is offering. My long-term aim is for pomegranates and other fruit juices from Afghanistan to become a valuable and valid commodity that can be exported around the world. »

The first batch of juice is expected to arrive in the UK during March 2010.

Mustafa Sadiq, owner of Omaid Bahar said: « I am proud to have built this factory and the commitment from Pomegreat gives me great hope for the future that I can fulfill the needs of international markets with our superior production of juice. »

Pomegreat is the UK’s leading pomegranate juice company and sells around 8 million litres a year, with an estimated market share of 60%. Pomegreat sells to all major supermarkets and has established the pomegranate juice category in the UK since its launch in 2004.

Omaid Bahar Factory

The Afghanistan Minister of Agriculture, Irrigation and Livestock inaugurated the Omaid Bahar factory in October 2009. Minister Rahimi said: « Thirty years ago, Afghanistan exported 20 percent of the world’s raisins. Today is not just the start of a factory, it is the rebirth of Afghanistan in the global economy.

The facility will use Afghanistan’s produce to compete in two world markets. Firstly by producing fruit juice concentrate of the country’s pomegranates, apples, melons, apricots and peaches and secondly the fresh fruit division which will sort, grade and package fresh produce for export to international markets – including the UK and United States.

The facility will increase exports, create jobs and improve livelihoods throughout Afghanistan. Omaid Bahar will buy fruit from 50,000 Afghan farmers from provinces including Kandahar, Helmand, Wardak, Ghazni, Paktya, Farah and Kapisa. The facility will create 200 jobs with Afghan women comprising approximately 35 percent of staff.

Source : Flexnews