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BASF's crop protection arm to sell directly to Middle East, Africa

BASF’s crop protection business will sell products directly to customers in the Middle East and Nile regions as part of the group's long-term strategic plan to triple its revenues in these markets by 2018, the German petrochemicals giant said on Monday.

BASF added that the Middle East and Nile markets are currently valued at approximately €300m ($435m).

Gabor Mehn, BASF’s director of business development for crop protection in Africa and the Middle East, said the company’s intensified sales and marketing programme during 2010 has already produced a 50% increase in revenues in the regions.

BASF said it will also establish a hub for agricultural products in Cairo, Egypt, as part of its direct sales approach.

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