Can Central Asian fruit go global? BIG interview with Stanislas Henrion, Sous le Tilleul

For many European buyers, Central Asia is still unfamiliar territory on the fruit sourcing map. Yet the region — especially Uzbekistan — is rich with agricultural potential: diverse microclimates, unique varieties, and long, sunny seasons that shape the flavor and quality of cherries, apricots, berries, and melons. But entering this market comes with challenges: limited traceability systems, underdeveloped infrastructure, and persistent skepticism from importers.

One company is bridging that gap: Sous le Tilleul, a French-based enterprise with deep roots in Central Asia. Led by Stanislas Henrion, the company specializes in identifying, developing, and exporting high-quality fruit from Uzbekistan and beyond. Positioned directly in the region, Sous le Tilleul provides European buyers with trusted access to a market that remains largely untapped — but full of promise.

In this interview, Stanislas shares what makes Central Asian fruit unique, the company's approach to quality and traceability, and why now is the right time for European buyers to pay attention.

Fructidor: What makes cherries and apricots from Central Asia stand out on the global market, and why should European buyers pay attention?

Stanislas Henrion: Central Asia, and especially Uzbekistan, offers a wide range of cherry and apricot varieties. The diversity of climates and long periods of sunshine allow fruit to ripen at different times across the regions. There are also amazing berries and melons that deserve attention in export markets. Uzbekistan is strategically located between four large markets. Challenges remain, but we are solving them step by step. In the years ahead, this region will open up significant opportunities for buyers. Our work now focuses on building a solid, secure way to source quality fruit from Central Asia.

Fructidor: Tell us about your company’s journey — how did you become a trusted specialist in Central Asian fruit?

Stanislas Henrion: The fruit market is growing everywhere, but it's also becoming more complex with climate and logistics issues. In Central Asia, massive quantities of fruit are lost each year simply because there’s no export pathway. That made me realize there’s value to unlock. I’ve spent two years traveling across Uzbekistan, visiting farms, meeting producers, learning about local systems, and speaking with regional authorities. Some great products are already available, but discovering the full picture takes time — it’s a huge, culturally diverse region. Understanding producers and how they operate is essential to building lasting export solutions.

Fructidor: How do you ensure traceability, consistency, and top-quality supply?

Stanislas Henrion: That’s one of the biggest challenges here. Most producers focus on the local market or nearby countries, where traceability isn’t a strict requirement. But there are large farms with excellent systems already in place. We're also working with small and medium-sized farms — offering guidance and support on traceability. We oversee every step: visiting orchards, checking facilities, conducting our own analyses. In some cases, progress is quick. In others, it takes years. But the potential is enormous, and the goal is to uplift the entire ecosystem, not just secure fruit for ourselves. That’s how we increase both quality and volume in the region.

Fructidor: What are the biggest hurdles when introducing Central Asian fruit to European buyers?

Stanislas Henrion: As with any new origin, European buyers are cautious. They worry about chemicals, cost, traceability, and risk. That’s why we operate directly in Central Asia, as a European company, to provide transparency and local presence. We speak the same language as European importers — literally and professionally — which helps build trust. We work hands-on with local producers and have also started our own processes to control product quality more closely.

Fructidor:There’s still limited awareness about Central Asian origins. How are you raising the profile?

Stanislas Henrion: It’s a gradual process. Some Central Asian products are already on the European market in small quantities, and feedback from buyers has been positive. Those stories should be shared more widely. From there, it’s a matter of scaling up — maintaining quality and traceability as volumes grow. That only comes with experience and time on the ground.

Fructidor: Which formats are generating the most interest — fresh, frozen, or dried?

Stanislas Henrion: At the moment, we’re focused on frozen. Dried fruit already has a few established players. Fresh will come later, as logistics and volumes improve. Right now, nearby markets are more practical for fresh exports from Central Asia. For Europe, frozen makes more sense in the short term.

Fructidor: Are there specific cherry or apricot varieties you consider especially promising for Europe?

Stanislas Henrion: Uzbekistan has many apricot varieties that European consumers haven’t seen before — different in flavor, sweetness, shape, and color. They could inspire new trends. The same goes for cherries. The soil is great for existing varieties and also suitable for introducing new ones.

Fructidor: How do you meet Europe’s expectations on sustainability and transparency?

Stanislas Henrion: We understand those expectations very well — we’re a French company, and I’m French myself. We support high standards because they improve the professionalism of the whole sector. Our focus is to help local producers meet European regulations. Many of them already export to Japan, Korea, or Saudi Arabia — markets that are also highly demanding. So the foundation is there; it’s just about time and scale.

Fructidor: What’s your outlook for the next two years, and what kind of partnerships are you looking for?

Stanislas Henrion: After two years of research and exploration, we’re now preparing our own processing operations in Central Asia. We’re evaluating four investment projects with excellent ROI. We’re open to all kinds of partnerships — European buyers looking for secure sourcing, or investors interested in long-term development. What we’re not looking for are one-time deals. We want lasting, structured cooperation in the region.

Sous le Tilleul is actively seeking long-term partnerships with European buyers, distributors, and investors who see the potential in a rising origin. Send you inquiry for a free consultation.

photo: azernews.az