Fresh Fruit and Vegetables Jordan

Project details    

From 2018 to 2023, CBI carried out the fresh fruit and vegetables (FFV)/ Medjooldates project in Jordan. The Ministry of Agriculture of Jordan (MoA) and the Jordan Exporters and Producers Association for Fruits & Vegetables (JEPA) supported the project.

Activities included:

• Supporting the Jordanian FFV sector to enter new markets in Europe, the Gulf region and SE Asia;
• Helping Jordan SMEs to upgrade their production processes;
• Stimulating Jordan SMEs to focus more on responsible business practices;
• Improving the capacity and service delivery of the Jordan Exporters and Producers Association for Fruit and Vegetables (JEPA);
• Assisting the Jordanian Ministry of Agriculture (MoA) in enhancing their market information distribution. CBI created a specialised market intelligence portal for local farmers.

A total of 34 companies took part in this export coaching project.

Results

This CBI project supported Jordanian FFV producers in the following areas:

• Preparing for Global GAP and BRC certifications. This included aligning their production with EU market standards;
• Training sessions about EU requirements. Participants could engage with EU buyers. This enhanced their understanding of quality. Also, they felt motivated to meet the standards. This lead to improved processing, packaging and marketing;
• Support in responsible business practices. For example, the use of sustainable pesticides, organised waste management and employee treatment. Participants learnt that corporate social responsibility (CSR) should influence every business decision. This changed CSR from being just a necessary action into a core part of their company identities;
• A redesigned logo and branding for the sector association JEPA. This made their image more professional. JEPA obtained the position of a sector leader and attracted more members;
• Participation in international trade fairs, including Fruit Logistica (Berlin), the IFE (London), and the SIAL (Jakarta). JEPA's consistent branding reinforced this professional image, enhancing the sector's visibility;
• A market information platform that gives local farmers access to export statistics and trends. This enables them to make informed production decisions based on market demand. The Ministry of Agriculture facilitated this. 

Contact companies from this project

To contact the participating companies, please contact us via the contact form.