It has moved from growing the trees to processing the fruit, and is now the largest bulk supplier of fresh juice to national brands such as Tropicana.

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Inside the hangar-like halls, the air is thick with burning incense, the pungent odours of durian fruit and fresh herbs, and the rubbery, plastic smell of a thousand useless trinkets.

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While there isn't much to buy, the market is a sensual feast of fresh-cut flowers, exotic fruit and interesting characters.

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Clearly the main strategic market region for Itochu is Asia where demand for fresh fruit is expected to rise 7% a year through 2016.

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The Persian solstice celebration of Yalda traces back hundreds of years, and is commemorated by serving fresh fruit, especially watermelon, and family parties.

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But then, the conference also heard that a seven-year long programme to encourage Scottish convenience stores to stock fresh fruit and veg is paying off handsomely for those taking part.

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