Malaysian Fruits Hit The Swede Spot

By Sakina Mohamed KUALA LUMPUR, Feb 19 (Bernama) -- The Scandinavian palates have discovered the exotic tastes of Malaysian fruits – and they want more. Last year, the biggest shopping centre in Scandinavia sold Malaysian mangoes for Swedish Krona (SEK) 299 a kilogramme, which is about US$35.39. The mall, called the ICA Kvantum Emporia in Malmo, Sweden, also sold mangosteen and rambutan (a tropical fruit) for SEK37.80 (US$4.47) per kg and cut pineapples and jackfruits at SEK35 (US$4.14) per 200g container. Realising the market potential for agrofoods in Sweden and other Scandinavian countries, the Malaysian Agriculture Representive Office in The Hague (PPP The Hague), Netherlands, started promoting Malaysian agriculture produce there last year. The 2015 campaign was so well received that Malaysia has decided to continue promoting agrofood products in Scandinavian countries this year. The 2016 promotion will begin in Malmo from March 4-5. The Second Secretary of Agriculture Mohammad Wafiuddin Esa said the export value of Malaysia's agriculture products to Sweden in 2015 was US$2.34 million(RM9,899,050). This is in contrast to US$1.67 million (RM7,067,625) in 2014, before the campaign was held. "This proves that the Swedes have become more inclined towards Malaysian agriculture products, which has a certain uniqueness and quality to it when compared to similar offerings from neighbouring countries," he said in a statement. The promotion is a joint effort among PPP The Hague, ICA Group AB (ICA AB), DRS Trading Sdn Bhd and EMA'S International AS. ICA AB is a Swedish retailing corporate group started in 1938. Most of its operations are based in Scandinavia, and the company is the largest retail company in the Nordic countries. To date, ICA AB controls 36 percent of the retail market and owns 1,314 supermarket chains, with an estimated sales of SEK71.026 billion (US$8.40 billion) in 2014. Mohammad Wafiuddin said Malaysian exporters would be making full use of the collaboration with ICA AB to expand their market. As in the previous year, this year's promotion in Sweden would be taking place at ICA Kvantum Emporia. This year's campaign will see the promotion of Malaysian fruits like the durian, starfruits, jackfruit, soursop, red dragonfruit and cempedak (Artocarpus integer), among others. Mohammad Wafiuddin said three new products would be introduced in Sweden this year, namely freeze-dried durian, the Agromas Seri Kaya and Agromas White Coffee. "PPP The Hague would be highlighting the three products throughout the fruit promotion to get customer feedback." (photoBERNAMA) --BERNAMA