Awdi Gardens expands offerings amid export challenges

LEBANON – Lebanon’s Awdi Gardens is set to diversify its produce portfolio by introducing new grape and cherry varieties.

This expansion reflects the company’s ongoing efforts to grow its market presence, particularly in Asia, despite facing several significant challenges.

“We want to continue growing in Malaysia and Singapore, where we are well established,” said Ghassan Awdi, vice president of Awdi Gardens. “But we also hope to explore new markets like Vietnam, Thailand, and Indonesia.”

To achieve this, Awdi Gardens plans to showcase its new offerings at the Asia Fruit Logistica event in Hong Kong. This exhibition is seen as a critical opportunity to reconnect with existing clients and strategize for the upcoming season.

“We aim to use this platform to better plan our season and strengthen our market presence,” Awdi explained. “Even though only a few countries have established import protocols for Lebanese grapes, our Asian customers have grown accustomed to them and include them in their supply plans.”

The company has also been working to expand its product range beyond grapes, including fresh cherries, kiwifruit, and stone fruit. However, ongoing regional issues are impacting its export strategy.

“The situation in Gaza and disruptions in the Red Sea have forced us to take a more cautious approach,” Awdi said. “We expect to keep our export volumes stable and focus more on the local market.”

The Red Sea crisis has notably increased transit times, affecting shipping efficiency. “Previously, it took us seven days to reach Jebel Ali port,” Awdi noted. “Now it takes 17 days. We will prioritize exporting varieties that can endure longer journeys.”

In addition to logistical challenges, Awdi Gardens faces stiff competition from Chinese produce. “Chinese grapes are very cheap and are available in large quantities,” Awdi commented. “They benefit from lower production costs, which poses a challenge for our exports.”

Despite these hurdles, Awdi Gardens remains committed to its expansion plans. By focusing on new markets and adapting to logistical constraints, the company aims to strengthen its position in the global fresh produce sector while continuing to serve its existing clients effectively.

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