Exhibiting at Asia Fruit Logistica 2025

Founded in 1974, PICO Modern Agriculture Company is a pioneering family-owned agribusiness based in Cairo, Egypt, and one of the country’s leading producers and exporters of premium fresh produce. Over the past five decades, PICO has built a vertically integrated agricultural operation spanning over 7,000 acres of privately owned farmland, leveraging innovation, sustainability, and international certifications to become a trusted name in global horticulture markets.

Core Business and Offerings

PICO focuses on the production, post-harvest handling, and international export of high-quality, residue-free fruits. Its product portfolio includes:

• Citrus Fruits:

  • Valencia and Navel Oranges: Grown in Upper Egypt with high juice content and Brix levels.
  • Mandarins and Clementines: Easy-to-peel, seedless varieties for retail.
  • Lemons: High-acidity Eureka and Adalia varieties.

• Table Grapes:

  • Seedless Red and White Varieties: Including Flame, Sugraone, and Crimson grapes.
  • Early Season Varieties: Grown to target early European market windows.

• Strawberries:

  • Grown in open fields and greenhouses for fresh and IQF export.
  • Available from November to March with high firmness and flavor retention.

• Exotic Fruits:

  • Including pomegranates and avocados under trial production.

All products are harvested, packed, and shipped under strict food safety and quality management systems, catering to retail and wholesale clients across more than 35 countries.

Specialization and USP

PICO stands out in Egypt’s agricultural sector due to:

• Privately Owned Farmland: Full operational control over 7,000+ acres ensures traceability and quality control.
• Innovation Leadership: Operates in-house tissue culture labs, varietal development programs, and has partnered with agtech platforms like Dimitra for farm digitalization.
• Residue-Free Protocols: All produce is managed under integrated pest management (IPM) practices to meet EU MRL requirements.
• Cold Chain Excellence: State-of-the-art pre-cooling, packing, and cold storage infrastructure minimizes post-harvest losses.

Financial Overview

While privately held, PICO’s size and export records reflect significant business scale:

• Estimated Revenue (2023): Between USD 25 million and USD 40 million, based on export volume and international pricing benchmarks.
• Annual Export Volume:
  • Citrus: Over 25,000 metric tons
  • Grapes: Approx. 10,000 metric tons
  • Strawberries: More than 5,000 metric tons
• Growth Rate: Average year-on-year growth of 12%, attributed to land expansion and market diversification.

Shipment Records and Global Reach

PICO is a top-tier Egyptian exporter with a strong logistics and shipping framework:

• Primary Export Destinations:

  • Europe: U.K., Netherlands, Germany, France
  • Middle East: UAE, Saudi Arabia, Jordan
  • Asia: Malaysia, India, Singapore
  • Africa: Kenya, South Africa

• Logistics Channels:

  • Refrigerated sea freight via Alexandria and Damietta ports.
  • Airfreight for sensitive produce like strawberries and premium grapes.

• Supply Capabilities:

  • Weekly shipping programs for citrus and grapes during the peak season (November to June).
  • Custom labeling, private branding, and multi-format packaging options for B2B clients.

Target Market

PICO caters to a diversified client base:

• Retail Chains and Supermarkets in Europe and the Gulf seeking traceable, premium produce.
• Wholesale Importers requiring consistent volumes of early-season Egyptian fruits.
• Foodservice Distributors needing customized packaging and post-harvest quality.
• Organic/Natural Grocers in select markets for IPM-grown produce.

Capabilities

• R&D & Tissue Culture Labs: Development of superior cultivars, pathogen-free planting materials, and varietal trials.
• Global Certifications: Maintains a wide range of international food safety and social responsibility certifications.
• Digital Farm Management: Uses IoT, GIS, and ERP systems to track crop health, irrigation, and yields in real-time.
• Sustainability Practices:
  • Renewable energy systems at key sites.
  • Soil and water conservation programs in line with national environmental policy.

Certifications and Compliance

PICO maintains compliance with global food safety and export standards:

• GlobalG.A.P.
• GRASP
• BRCGS Food Safety Standard
• IFS (International Featured Standards)
• ISO 9001, ISO 22000
• Sedex/SMETA for ethical trade compliance

All farms are inspected and certified annually to ensure continued eligibility for high-standard retail and governmental buyers.

Customer Testimonials

“PICO is one of our most reliable Egyptian suppliers — consistent quality, superb presentation, and always on time.”
– Category Buyer, Major EU Supermarket

“Their early grapes help us fill a critical window before Spain and Italy start harvesting. Fruit arrives firm, sweet, and ready to display.”
– Procurement Head, GCC Fresh Distributor

Major Achievements

• 2023: Integrated advanced satellite mapping and crop monitoring with Dimitra agtech platform.
• 2022: Launched its own branded citrus line in selected EU retail outlets.
• 2021: Expanded grape production by 30% through new varietal plantings.
• 2020: Named one of Egypt’s top 10 fresh produce exporters by national trade statistics.

PICO Modern Agriculture Company remains at the forefront of Egypt’s horticultural export industry, blending legacy, innovation, and sustainability. Its global presence and commitment to excellence continue to position it as a key supplier in the competitive fresh produce landscape.