“This season looks very promising for us. We expect good volumes but also excellent quality, with deeply coloured, firm fruit — exactly what our international customers are looking for,” said Hussein Hassan, President of Fresh All Green.
New markets and company vision
While current exports are focused on Europe and the Gulf region, Fresh All Green plans to expand into new markets this season.
“We already have long-standing partnerships with supermarket chains in the UK, Germany and South Africa. For us, our customers are partners — we want to grow together. Now we aim to replicate this model in Africa and Asia,” added Mr Hassan.
Within Egypt’s berry landscape, Fresh All Green stands out as a producer and exporter due to its vertically integrated supply chain and forward-looking strategy. The company’s expansion plans include increasing cold-storage capacity to meet rising demand, as well as investing in next-generation software to strengthen traceability and food-safety standards across all shipments.
Positive impact
“We are here thanks to the dedication, knowledge and passion of our entire team. That is why we believe investing in our employees and providing the right training is essential. We treat everyone as part of one big family,” explained Mr Hassan. Fresh All Green’s CSR initiatives include education, health, nutrition and welfare projects for its employees and for the wider communities around its operations.
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Sustainability is another core focus for the company.
“In partnership with one of our Spanish clients, we have developed a new eco-friendly strawberry pack that we are very proud of,” said Mr Hassan. “We also have ongoing plans to work with international breeders on new varieties requiring fewer resources, and we are committed to optimising water use and minimising pesticides. We want to offer excellence in every aspect of the business — and that starts in the field,” he added.
