Product Market Strategy to Maximise Impact of Air-freight Subsidy in Export to Fresh Fruit & Cut Flowers

The international trade in horticulture commodities such as cut flowers, fresh fruits and vegetables is expanding at a higher rate than trade in other commodities. No wonder there has been great deal of interest in APEDA in the role of horticultural products as an important means of agricultural diversification and foreign exchange earnings in India especially considering the negative growth in world exports of traditional items such as spices, coffee, and tea. Between the exports of fresh fruits and vegetables in the world, fresh fruits occupy the premier position both in the domestic and international scenarios. The purpose of the project was to prioritise perishable commodities, especially cut flowers and fresh fruits that could effectively utilize export incentives for air transportation for a viable long-term export market. The focus is on investigating the scope and potential for specific perishable product market combinations based on an analysis of factor conditions, market conditions, and supporting infrastructure to identify possible APEDA and participating firms’ strategy in developing markets for perishables which would include floriculture products and fresh fruits.