1/ As promised, here goes the thread on Apples in #Lebanon @dan_azzi @Jessica_Obeid . I took interest in the whole matter a couple of years ago challenged by a position paper written by Dr Fadi Gemayel (currently head of @alindustrialist )
@dan_azzi @Jessica_Obeid @alindustrialist 2/ First some historical background, the Apple has been traditionally grown in the mountains of #Lebanon and at relatively high altitude. The varieties grown were akin fully grown oak trees and most of the production would be handpicked using tall ladders.
@dan_azzi @Jessica_Obeid @alindustrialist 3/ The demand has usually been high because the variety coupled with the high altitude gave it a unique taste and a strong juice content. That's the apple we don't really find easily anymore on supermarket shelves.
@dan_azzi @Jessica_Obeid @alindustrialist 4/ The cost of growing such an apple tree is many folds that of the varieties grown in Europe for instance.
@dan_azzi @Jessica_Obeid @alindustrialist 5/ They use dwarf trees which have been genetically selected to hold more apples, need less care , can be grown much closer to each other (land cost), and can be harvested for a fraction of the cost because of their size.
@dan_azzi @Jessica_Obeid @alindustrialist 6/ #Lebanon used to export to Libya and then to Egypt, so pressure was put on the production side for all that was important was price.
@dan_azzi @Jessica_Obeid @alindustrialist 7/ Medium sized trees were introduced by the Georges Frem Foundation and the Renee Mouwad Foundation along with capacity building in order to offset the production cost and improve on quality.
@dan_azzi @Jessica_Obeid @alindustrialist 8/ Producing apples on an wide scale level will never be competitive in #Lebanon due to scarcity of land and the geographical difficulties of mountainous regions. That is if we are trying to compete on price alone. Which brings me to the solutions.
@dan_azzi @Jessica_Obeid @alindustrialist 9/ #Lebanon's balanced weather coupled with the high altitude and unique landscape makes its apples expensive to grow but exquisite in taste.
@dan_azzi @Jessica_Obeid @alindustrialist 10/ 1st we lack any modern Cold Chain covering the supply chain end to end. The apple should be harvested and stored in oxygen-deprived facilities. This will ensure that the main selling point will be conserved as if freshly picked (taste)
@dan_azzi @Jessica_Obeid @alindustrialist 11/ 2nd: sorting facilities should be installed in order to grade properly (take out the "wejj 2el sa77ara" mentality). Only AAA grade should be packaged for export .
@dan_azzi @Jessica_Obeid @alindustrialist 12/ 3rd: create a complete value chain to use the non-AAA apples in other ways. It should include a freezing facility, a cutting and peeling facility, a chips making facility , juice cider and vinegar.
@dan_azzi @Jessica_Obeid @alindustrialist 13/ 4th: improve on compliance with international standards and create a culture of excellence . Packaging and use of pesticide will be central. Also introduce traceability to improve on accountability and increase confidence.
@dan_azzi @Jessica_Obeid @alindustrialist 14/ 5th: Create the "Appelation Controlee" label and mark the apples destined for Export with their geographic origin. Looking at the Swiss experience is very useful in this instance.
@dan_azzi @Jessica_Obeid @alindustrialist 15/ We could sell an apple of this quality to the likes of Wholefoods and to the diaspora (nostalgia induced) at a premium while the rest of the value chain will ensure critical mass
