While Amman-based Immortal Produce Co. has cracked the Canadian import market, it remains hopeful it will one day be able to export to the U.S.
“Right now, the only product being exported to Canada is our mini cucumbers,” says Immortal’s Nedal Azubedi, noting that the cucumbers are being shipped to two of the larger Canadian supermarkets, Adonis and Sami Fruits.
“There is high demand for products from the Middle Eastern communities in Canada,” Azubedi says. He noted that Immortal also shipped last year to the Montreal-based Canadawide Fruit, however Mexican mini cucumbers proved to be a cheaper import for the market.
Looking to the U.S.
That said, Immortal still looks forward to heading south of the Canadian border to export product to the U.S. “We are hoping American retail companies are willing to try Jordanian mini cucumbers,” he says. “They might be a little more expensive than other origins, but the quality and taste is the best in the world due to the weather and climate.” The minis are farmed in the Jordan Valley from November to April. “We have tried several times to export to the US and even got our FDA Certification but without any luck,” he adds.
Solidifying Europe
Meanwhile, Europe remains another key market for Immortal. It’s currently shipping mini cucumbers, white marrow and fresh herbs to Europe. In addition, it’s sending greenhouse tomatoes, cabbage, cauliflower, eggplant, capsicum, Romaine and iceberg lettuces to the Gulf countries. “Most demand for our product comes from surrounding Gulf countries, such as Saudi Arabia, the Emirates, Kuwait, Qatar, and this demand is all year round,” he says. “In January, we get demand from Russia, Ukraine, Romania and Hungary for Jordan greenhouse tomatoes and colored Capsicum.”
Prices going up
The challenge this year is higher prices, notes Azubedi. “Especially for the mini cucumbers. The prices are caused by Israeli companies buying directly from the market and paying four times higher than the average price we pay,” he says.
The other challenge is, of course, international conflict. “The biggest challenge for us is logistics—so the closing of the Syrian borders, due to political instability there, is killing us as farmers and exporters,” says Azubedi. “It’s our gateway to the world.”
