Arusha based fresh produce exporting firm bags award at EA Fair

11Sep 2020
The Guardian Reporter
Dar es Salaam
The Guardian
Arusha based fresh produce exporting firm bags award at EA Fair

A subsidiary of Tanzania Horticultural Association (Taha) Group which deals in cultivation and exporting of fresh produce, FreshToMarket has scooped a regional excellence award in the just ended 15th East African Trade Fair held in Mwanza.

FreshToMarket general manager, Joseph Mwita (L) and his marketing officer, Issac Lyimo displaying a trophy won at the 15th East African Trade Fair held in Mwanza last week.

FreshToMarket (F2M) was launched recently is among Taha Group subsidiaries created to spearhead the entity’s commercial interests in fresh produce exporting. The firm emerged winner in Agriculture and Livestock category.

“We are so grateful for having emerged winner at the East African Trade fair in the Agricultural and Livestock category and appreciate the overwhelming support from our board,” F2M General Manager, Joseph Mwita said.

The firm’s signature strength is centred on producing, packaging and supplying leading retailers in Europe, Asia, Africa and the Middle East with fresh produce from the country.

“Our farms, packaging houses and other facilities are centrally managed through an integrated quality management system that complies with the global food safety standards in a bid to offer clients quality produce,” Mwita explained.

The panel of judges have not only honoured F2M for its highest level of professionalism in showcasing its products, but also recognized the company’s exceptional business model of farming and exporting high-value commodities.

Commenting on the success, Taha Group’s CEO, Dr Jacqueline Mkindi expressed relief for being associated with the competent team at F2M. “I’m highly indebted to my newly assembled team for the job well done. Now I’m comfortable that the company can serve the world better,” Dr Mkindi noted.

She pointed out that F2M was established as a market access vehicle to tackle the growing global demand for fresh produce to ensure food security. The firm produces and supply vegetables, fresh fruits and organic commodities to markets globally at relatively competitive prices throughout of the year. “The idea is to ensure all year-round supply of major fresh produce and meet customer expectations in terms of both quality and volumes,” the Taha Group chief noted.

Organized by Tanzania Chamber of Commerce Industries and Agriculture, the trade fair usually targets consumers and producers of crops, industrial produce, service providers, machinery manufacturers and technology developers.

Dr Mkindi who is credited with development of the country’s horticulture industry that currently earns Treasury U$779 million annually, has been in charge at Taha for over a decade during which she has seen annual revenue grow from U$64 million in 2004.

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