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APEDA plans marketing centre in Amsterdam

Our Bureau

Bangalore, June 11

APEDA plans to set up a marketing centre in Amsterdam to get a better stronghold in that market for the Indian floriculture industry, the APEDA Chairman, Mr Anil Swaroop, has said.

This could help floriculture exports from the country to really take off, he said, during a meeting with flower exporters.

The marketing centre is expected to offer marketing support including information on the latest trends and fashions in the cut flower industry. It will also provide value-addition at the other end by chopping off stems and putting them in aqua packs, a t echnique that increases the shelf life by 7-10 days.

``Marketing has been one of the biggest problems for the flower industry,'' said Mr Swaroop. The centre would be managed and run by the industry, though it would be under the APEDA umbrella. As an industry body, the centre would offer a consolidiated pla tform and give the industry a better bargaining power in the global market, he said.

Floriculture exports had been stagnating around Rs 100 crore despite tremendous potential, Mr Swaroop said.

He went on to add flowers to the commodities identified by the Karnataka Government to set up agri-export zones. Karnataka had already identified five commodities-gherkins, grapes, mangoes, pomegranates and rose onions. The agri-export zone was an idea m ooted in the latest Exim policy where the States had to identify their strengths and provide support for them in terms of research, extension and marketing to boost exports.

Mr Swaroop also said the international flower auction centre in Bangalore would come up soon. Construction would start any day now, he said. APEDA has invested Rs 3.57 crore in the project and a similar amount would be contributed by the State Government .

APEDA also launched a virtual trade fair on its Web site to help international trade in agricultural products on the Internet.

Total exports of Rs 7,800 crore was done though APEDA last year, Mr Swaroop said.