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A leading UK juice
company agrees to a
landmark export deal
with Afghanistan’s first
juice concentrate facility
Afghan Pomegranates Reach Europe
Photo: USAID/ASAP
A worker inspects the washing of
pomegranates before the fruit is turned
into juice concentrate at the Omaid Bahar
Fruit Processing Facility in Kabul.
While poppy production
and the opium trade remain
a serious threat to
Afghanistan’s future,
more farmers are choosing
to grow licit crops,
such as pomegranates,
as opium alternatives.
Consumers in Europe will soon be savoring the sweet taste of Afghanistan.
The United Kingdom’s leading pomegranate juice company,
Pomegreat, recently agreed to a pioneering deal with
Afghanistan’s first juice concentrate facility. It is the first international
company to purchase juice concentrate from Afghanistan, committing
to import a minimum of 500 tons of pomegranate concentrate and 500
tons of fresh fruit from Omaid Bahar Fruit Processing Facility, a stateof-
the-art facility established with the support of USAID.
The Omaid Bahar Fruit Processing Facility, which opened in October
2009, is using Afghanistan’s produce to compete successfully in world
markets. It sells processed fruits as juice concentrate that meets international
quality standards. It also sorts, grades, and packages fresh
produce for export to Asia, Europe, and North America.
“I am proud to have built this factory, and the commitment from
Pomegreat gives me great hope for the future,” said Mustafa Sadiq,
owner of Omaid Bahar Fruit Processing Facility.
In addition to introducing Afghan produce to new markets, Omaid Bahar
is improving the livelihoods of farmers and offering increased opportunities
for Afghan women. The facility receives fruit from 50,000
farmers from at least seven provinces across the country and provides
approximately 200 full-time jobs, with women composing about
35 percent of the staff.
USAID provided technical assistance, equipment, logistical support,
and market linkages with farmers and international buyers. USAID
also facilitated the initial visit of Pomegreat to the Kabul plant to set
the stage for the landmark business deal.
"Being given the chance to source the best pomegranates in the world
from their spiritual home is something I couldn’t overlook,” said Adam
Pritchard, chief executive officer of Pomegreat. “The Afghan pomegranate
is the best in the world.”
In the future, Omaid Bahar hopes to produce juice for local consumers,
creating jobs and replacing the import of juice from neighboring
countries such as Pakistan and Iran. Omaid Bahar also aims to introduce
contract farming to guarantee income for farmers and a sufficient
supply of fruit for the plant.
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