Economy
Posted: 1 month ago

Modern Solutions for the Pandemic Challenges in Agrifood Business

United Fresh gathered thousands of fresh food buyers, exporters and producers from all over the world in an innovative virtual trade fair.

United Fresh, a leading fruit and vegetable trade fair, assembles the fresh produce industry representatives every year for its annual gathering. Due to COVID-19, the United Fresh Produce Association decided to set in a virtual edition - United Fresh Live. Throughout the week of June 15, dozens of fresh produce companies participated in an online trade fair that included networking events, community receptions, conferences, webinars, meetings, on-demand education and other social gatherings. 

European Union-funded project (''Eastern Partnership: Ready to Trade - a EU4Business initiative'') implemented by the International Trade Centre supported the participation of 17 companies from Georgia at Georgia − Flavors of Life booth, where small and medium-sized enterprises (SMEs) exhibited juice, tea, dried fruits (included freeze-dried fruits and vegetables) and hazelnuts (processed hazelnuts including paste).

This year, 12,500 people registered for the event, more than 200 companies exhibited their products and more than 7,500 people were online at one time. In its support for exhibitors from Georgia, the Ready to Trade project provided daily support, designed business catalogues and helped 'build' the virtual booths.  During the trade fair, Georgia- Flavors of Life booth had more than 500 visitors. The companies established more than 30 new business contacts with companies from all around the world. 

“As the world faces new challenges, we are trying to adapt to a new normal as quickly as possible. Through the week, our beneficiaries exhibited their products in a leading fruit and vegetable trade fair, where they made new business contacts, maintained links with the market, increased virtual skills, and learned about the latest developments in the industry.  We hope that the knowledge and experience that they acquired during the event will improve their business efficiency and profitability",- says Konstantine Mdinaradze, national project manager of Eastern Partnership: Ready to Trade a EU4Business initiative.

Unlike other trade shows, the United Fresh live trade fair will be open through the summer. Live general sessions and workshops will be available on-demand, and expo booths will be open for examination until September 15.  

European Union-funded project (Ready to Trade) implemented by the International Trade Centre, assists SMEs from Eastern Partnership countries in producing value-added goods following international and EU market requirements while connecting them with buyers from global value chains and markets.