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Fruit Logistica 2010

FRUIT LOGISTICA is World's Leading Trade Fair for the Fresh Fruit and Vegetable Business. Taking place on three week-days it provides an excellent platform for initiating business deals and a unique opportunity to gain a complete overview of the latest trends in the fresh produce business.

In 2010 there was a record attendance at the top fresh produce industry event in Berlin where 2,302 exhibitors from 71 countries presented a comprehensive market overview of products and logistics services required to ensure a year-round supply of top-quality fresh fruit and vegetables to consumers all over the world while 53,000 top-ranking trade visitors from 130 different countries flocked.

Pakistan Horticulture Development & Export Company (PHDEC) had arranged Pakistan Pavilion in the event with five member delegation of leading kinnow exporters from Pakistan to participate in it:

  1. Mr Ansar Iqbal of Mateela Kino Factory
  2. Mr Majid Ahmed of National Fruit Processing Factory
  3. Mr Zia Noon of Noon Orchards
  4. Mr Sohail Ahmed of Pak Kinno Factory
  5. Mr Shahid Sultan of Zahid Kinnow Grading & Waxing Plant

CEO, Mr. Bashir Hussain led the delegation alongwith Marketing Manager Mr Kashif Niazi.

Pakistan Pavilion under PHDEC umbrella has become a regular feature of the event. Exclusive backdrops for the walls were arranged by the Marketing Team showing quality specialties of Pakistan.

Marketing Manager Mr Kashif Niazi reached Berlin on 1st Feb and arranged the decoration of the stand. Samples reached on time and were collected and taken to the stand.

Opening ceremony was quite colorful highlighting the partner country Mexico.


The stand was immaculately designed and decorated with a frontal display of kinnows and hydroponic vegetables.

During the expo, an arrangement for Kinnow Juice extraction was made and sample provided to the visitors. Response was great and people liked the taste and aroma.

In the three days of the expo, more than 500 visitors came to our stand. Lots of queries were generated and on spot link of the concerned company were created with our respective exporter.



Many technology companies such as grading, processing machinery manufacturers, etc were visited. Besides it gave an opportunity to our delegate members to visit exhibitors of their interest such as importers, packaging manufacturers, farm input suppliers, logistic providers, witness of new products and varieties of fruit and vegetables, etc. 

Earlier contact made in Italy during MacFrut was revived with Unitec on their stall and convinced them to visit Pakistan for exploring potential.


Enthusiatic reponse, people liked the taste, juice and asked many queries.

Appreciated PHDEC Pakistan Pavilion where there was complete harmony among the participating companies, elegant décor of the stand due to superb backdrops with sticker posters, samples display was attractive, brochure display was outstanding, juicing and kinnow piece offering was done by our stand only, Special outfit of the hostess orange dress with green sash of Pakistan crescent attracted many visitors to our stand which generated many queries.

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A joint venture of PHDEC and Pakistan Atomic Energy Commission.

Pak-Indonessia Preferential Trade Agreement


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