Navigating disruption and rising expectations in fresh produce — BIG interview with Stefano Iorini and Shahzad Zafar

In a region where high temperatures, global instability, and rising consumer expectations converge, staying competitive in the fresh produce business takes more than just good fruit — it takes precision. As Directors of Global Star Group, Shahzad Zafar and Stefano Iorini oversee sourcing operations across multiple continents, with exports flowing into the Gulf and India. Together, they approach quality, logistics, and partnerships as one integrated system.

In this interview with Fructidor, they share insights into the real forces driving demand in the Gulf, the rising appetite for value-added produce, and how exporters can meet new standards for traceability, freshness, and flexibility.

Fructidor: You’ve built a produce empire connecting regions like the Middle East, India, and Europe. What’s the core philosophy behind your business model?  

Stefano Iorini: I wouldn’t call it an empire — at Global Star Group, we’ve simply focused on building something solid, honest, and enduring. Our model is grounded in trust, consistency, and long-term relationships. We connect reliable growers to discerning markets, and we do so with a commitment to quality and integrity. In this business, logistics matter — but relationships are what make it work. That’s always been our core philosophy.  

Fructidor: What makes the Gulf region such a strategic hub for fresh produce trade today?  

Shahzad Zafar: The Gulf is a consumption-driven region with high purchasing power, steady year-round demand, and limited local production. Strategically located at the crossroads of Europe, Asia, and Africa, it offers a unique advantage for global trade. The infrastructure — ports, cold chain systems, and air freight — is generally solid, and the fast-evolving retail and food service landscape adds further momentum. Altogether, this makes the Gulf a natural gateway for both direct distribution and re-export across wider markets. 

Fructidor: What trends are you seeing in consumer preferences across the UAE and Saudi Arabia — any surprises in what’s gaining traction?  

Stefano Iorini: Consumers today are far more informed and health-conscious. There’s a clear shift toward products that offer traceability, eco-friendly packaging, and premium quality — even in everyday staples. In Saudi Arabia, we’re noticing a growing appreciation for better product presentation and uniform sizing, a trend that used to be more typical of the UAE. One interesting surprise has been the rising interest in niche fruits and specialty varieties — items that were once considered too exclusive are now gaining traction among a broader consumer base. 

Fructidor: Which fruit or veg categories are on the rise, and which are stagnating?  

Shahzad Zafar: We’re seeing continued growth in categories like berries, avocados, and citrus — especially when offered in value-added formats. Apples are also gaining renewed attention, with club varieties expanding their presence on retail shelves. Bananas remain stable but are a highly competitive space.  

What’s slowing down is bulk or inconsistent-quality produce. The market is becoming more refined, and consumers are far more selective. Generic products don’t hold up anymore — people are looking for flavour, not just availability. Taste is becoming a key driver, and that’s something buyers can’t overlook. It’s no longer about having a product on the shelf, but about offering something consumers genuinely enjoy eating.  

Fructidor: You work with growers from multiple continents. How do you decide where to source from — is it price, quality, reliability, or politics?  

Stefano Iorini: At Global Star, we operate on a 52-week planning model across all products, origins, and suppliers. Quality is always the top priority, followed by customer preferences, supplier reliability, and alignment on values. We also closely monitor trade policies, phytosanitary requirements, and logistical factors like shipping routes and transit times. It’s a complex matrix, and that’s exactly why long-term relationships matter so much. Our Head of Procurement, Kashif, plays a key role in managing this complexity — his ability to balance commercial priorities with operational realities has been instrumental in our sourcing strategy.  

Fructidor: How do you manage consistency and freshness across long supply chains?  

Stefano Iorini: It starts with selecting the right growers and ensuring strong post-harvest standards. From there, we invest heavily in cold chain continuity and rely on trusted logistics partners who understand the critical nature of our products. We use technology — from reefer tracking to shelf-life prediction models — but equally important is human oversight. Having boots on the ground at key points in the chain makes a real difference. In the end, consistency and freshness don’t come by chance — they come from discipline at every stage.  

Fructidor: Moving perishables through hot climates is not easy. What innovations or practices help you maintain quality?  

Shahzad Zafar: We’ve optimized our cold storage infrastructure in Saudi Arabia and are continuing to invest in last-mile delivery solutions to minimize heat exposure. Modified atmosphere packaging, precooling at origin, and efficient cross-docking all play an important role. But the most critical factor is discipline — making sure everyone in the chain is aligned to move quickly, handle the product with care, and follow the right standards every step of the way. Technology helps, but consistent execution is what truly protects quality.  

Fructidor: Have recent disruptions (Red Sea, fuel costs, labor) reshaped your distribution tactics? 

Stefano Iorini: Absolutely — they’ve pushed us to become even more agile. We’ve diversified shipping routes, adjusted transit windows, and worked closely with partners to maintain continuity. 2024 has been particularly challenging on this front, especially during the first half of the year. Fortunately, toward the end of the year, we’ve seen improvements through the use of alternative routes and better coordination across our logistics network. Flexibility and real-time decision-making have become essential parts of our distribution strategy.  

Fructidor: You’ve worked closely with both large retailers and small producers. What’s the key to a long-term, successful supply partnership?  

Shahzad Zafar: Transparency. Define expectations clearly, align on shared goals, and communicate often. We stay small in mindset, even when we scale — that means listening, adapting, and solving problems fast. A good partnership is not transactional; it’s collaborative.  

Fructidor: Are you seeing more interest in direct-to-consumer models? What about tech integration? 

Stefano Iorini: Yes — especially in the UAE and Saudi Arabia, where digital platforms have grown significantly in recent years. On the consumer side, there’s a clear shift toward convenience and fast delivery, with expectations rising around service quality and real-time updates. At the same time, B2B tech adoption is accelerating. Tools for traceability, predictive ordering, and AI-driven demand forecasting are no longer optional — they’re essential. Digitization has moved from being a competitive advantage to a basic requirement for staying relevant in the market.  

Fructidor: You’re present in the Indian market, which is vast and complex. What are the biggest challenges — and the biggest wins?  

Stefano Iorini: We’ve been operating in India since 2007 and have seen the full transformation of the market — from a narrow focus on U.S. Red Delicious apples to a much broader offering that now includes multiple origins, club varieties, citrus, pears, and even exotic fruits. The opportunity in India is unmatched: a growing middle class, rising health awareness, and a clear openness to imported produce. The biggest win for us has been forming strong, long-term partnerships with a few select importers who share our brand values. Together, we’re building a new narrative around quality, consistency, and trust — and shaping the next phase of growth for premium fruit in India.  

Fructidor: How can the fresh produce industry lead rather than follow when it comes to ESG? 

Shahzad Zafar: The fresh produce industry is uniquely positioned to lead on ESG, simply because its impact is immediate, visible, and far-reaching. But leadership starts with intent — ESG shouldn’t be treated as a trend or a marketing slogan. It has to be a mindset.  

At Global Star, we believe that sustainability and responsibility should be embedded into every decision — from how we build partnerships to how we grow as a business. That means looking beyond short-term gains and focusing on long-term value: for the environment, for people, and for the communities we serve. If we want real progress, our industry needs to lead with purpose — not follow from pressure.  

Fructidor: For growers in Latin America, Europe, or Africa looking to enter the Gulf — what advice would you give?  

Shahzad Zafar: Start by truly understanding the distribution network — not just on paper, but on the ground. Spend time visiting potential partners and studying the market in all its facets: wholesale, retail, and last-mile. The Gulf is not a one-size-fits-all market. Don’t just ship product — tailor it. Invest in branding, packaging, and, above all, consistency. Here, quality isn’t a differentiator — it’s the baseline. Most importantly, find the right local partner — someone who understands the terrain and will represent your product as if it were their own. That relationship is what turns opportunity into results.  

Fructidor: Are there product gaps or categories you think are still underserved?  

Stefano Iorini: Yes — there’s clear room for growth in convenient, ready-to-eat fruit formats that offer decent shelf life without compromising on quality. Consumers want healthy options that fit busy lifestyles, and that segment is still underdeveloped in the region. Organic produce is another area with potential, but it needs consistency — both in certification and in supply chain reliability. Lastly, there’s a noticeable gap in what I’d call the high-quality value tier — not premium, not budget, but a dependable mid-range offering that delivers both quality and affordability. That’s where long-term consumer trust is built.  

Fructidor: With AI, climate change, and shifting trade alliances — where do you see the industry heading in the next 5–10 years?  

Shahzad Zafar: We’re heading toward more consolidation, tighter and smarter supply chains, and increasingly tailored offerings to meet the specific needs of markets and customers. Climate change will push the industry to diversify sourcing regions and rethink seasonality. AI will transform how we plan inventory, forecast demand, and reduce waste — making the entire system more responsive and efficient. The winners in this new landscape will be agile, transparent, and purpose-driven. That’s exactly the model we’re building at Global Star.   

Interested in sourcing premium fresh produce with precision and reliability? Inquire today for a free consultation.