Durian has perhaps the toughest sales pitch in the fruit business. It smells like hell, tastes like heaven, and somehow transforms skeptics into loyal fans after a single bite.
That appears to be exactly what happened in Oman.
What began as one Omani entrepreneur’s fascination with Davao’s famed durian six years ago has finally ripened into the first trial shipment of fresh fruit to the Gulf nation, opening what growers hope will become a lucrative new export market for one of the Philippines’ most iconic agricultural products.
The story began when Aziz Alismaili, owner of Jeel Almaaly International, learned about the exceptional quality of Philippine durian, particularly the premium harvests of Belviz Farm in Calinan, Davao City. Curious soon became committed.
For six years, he stayed in touch with farm owner Emmanuel Belviz, navigating the complex requirements of exporting fresh durian to the Middle East.
The breakthrough came on July 11 when Alismaili finally visited Belviz Farm. He toured the orchards, observed production practices and sampled the farm’s prized Puyat and Duyaya varieties.
One bite was enough to seal the deal as it confirmed what Alismaili already believed—Davao durian was superior in flavor compared to fruits that originated from elsewhere in the region.
Before leaving the farm, Alismaili confirmed a trial order of 56 boxes weighing 1.08 metric tons, valued at about USD3,000 or P183,000. Exported by Engseng Food Products of Calinan, the shipment is headed to Jeel Almaaly International in Oman’s Al Dakhiliyah Governorate.
Regional Executive Director Macario D. Gonzaga said the shipment reflects years of work by the Department of Agriculture to improve both production and market access for Davao’s durian growers.
“Our support goes beyond helping farmers produce high-quality fruits. We provide technical assistance on good agricultural practices, help growers comply with export standards, facilitate market linkages with international buyers and work closely with exporters to ensure our products meet the requirements of overseas markets. This shipment demonstrates what can happen when quality production is matched with sustained market development,” Gonzaga said.
Agriculture Secretary Francisco P. Tiu Laurel Jr. said opening new export destinations remains central to the government’s strategy of strengthening Philippine agriculture and boosting farmers income by opening new markets.
“Part of our job in the DA is to keep opening doors through trade missions, market negotiations, and stronger export support so our farmers can earn more from the global marketplace. More sales changes farmers lives and develops rural economies,” Tiu Laurel said.
For Davao’s durian industry, the shipment represents far more than 56 boxes.
It is proof that the journey from curiosity to commerce sometimes takes years. But when the world’s most divisive fruit wins over a new customer, the rewards can be surprisingly sweet.
