Photo Credit: AAC Program

Retailers Begin Selling Taste of Albania Produce

This year was a very good year for Albanian farmers and traders thanks to the work of USAID’s Albanian Agriculture Competitiveness (AAC) program to promote Albania’s high-quality fruits and vegetables.

In May, USAID launched the Taste of Albania program, a national brand aimed to identify Albanian produce of the highest quality in an effort to build the reputation of Albanian produce.

One of the many challenges in modernizing Albania’s agriculture sector is the lack of investment in marketing tools to package and brand high-grade products, a requirement for exports to European markets. 

The project introduced this brand as a way to help farmers and traders enhance their competitiveness in both domestic and international markets.

“The brand is increasingly being recognized by the retail industry,” said AAC Director, Mr. Juan Estrada-Valle.  “It is now present in supermarkets in major cities in Albania and is being used for fruit and vegetable exports to several countries in the Balkan region.

In the case of apples, prices received by farmers who graded their produce were 25 percent above those paid for fruit in bulk, and traders’ margin reached as much as 100 percent.

In 2009, USAID facilitated sales of more than 10,000 metric tons of fresh produce valued at around $3.5 million, with forty percent of sales destined for exports.

Although still in its early stages, thanks to USAID’s AAC activity Albanian agribusinesses are recognizing the importance of branding to compete in the global market.  With continued support, Taste of Albania will open the door to a new world of opportunities for Albanian export products.