Belgium: Pomuni focuses on optimalising and synergy

The family company Muyshondt was founded in 1927 by Jos and Bart's grandfather. The emphasis was on supplying fruit and vegetables on local markets. At the beginning of the 70's the company focus moved solely to potatoes. Halfway through the 80's the company started growing its own potatoes and this became increasingly extended. "We control the whole chain from plant to customer," say Hans and Ben. "At the end of the 90's we grew quickly due to takeovers. We saw that the market for fresh potatoes was full and so first differentiated with frozen potato products. We also chose to grow by taking over packagers in Belgium and France. After the necessary investments in each site, we decided to optimise and come out as one name. The companies have now be divided as: Pomuni Fresh, Pomuni Frozen, Pomuni Trade and Pomuni France. The Pomuni logo looks like a potato, but that isn't the only meaning," say the brothers. "The oval shape also radiates openness. The first part of the name Pomuni comes from pomme de terre. Uni is French for 'connected."

"There are a lot of positive responses to our new name. We now have faster and more direct internal and external contact and so can provide and even better service. We have also clarified things for the outside world. Because of the takeovers there was confusion about the four different company names. With this group name we want to radiate our three company values: honesty, continuity and determination. With Pomuni we can create a wider base, as we want to increase our customer satisfaction even more."

"80% of our potatoes are either our own or are contract grown. This is a good strength, because we have been able to build up a long collaboration and bond of trust with many growers. Our growers can always count on us, even is the harvest is a bit disappointing. Besides good agreements on quality, crop protection and irrigation, we also have an internal follow up system, so that we can realise improvement trajectories with growers. This means that not only can we guarantee traceability, but are also transparent towards our customers when it comes to taste and sustainability. We can show where their products come from."

The most important buyers of fresh potatoes are of course in Belgium and France, but we are also growing in Germany. In the area of fresh potatoes we trade around 150,000 tonnes annually as a group. We focus on taste and aim for the same quality all year round. We think it's important to have different kinds of buyers. Retail is one of our most important customers. Our retail customers who are on the international market can appreciate our wide product range internationally. Besides retailers we also supply wholesalers and the food service. There is a big chance that you're warming yourself to Pomuni oven potato at the side of the ski piste."