De Schouwer has been exporting Belgian fruit and vegetables to 25 countries all over the world, especially Asia and America, since 1927. De Schouwer's core business is chicory. Griet de Schouwer is the third generation of the 'De Schouwers' and speaks of the challenging trade with Asian and building long term relationships. Griet herself has been active in the sector for a long time. "The fun part is that we have two very different types of buyers, Asia and America trade in completely different ways. Asia is very niche focussed, and they want everything tailor made and the products are transported by air. America prefers bulk, full sea containers are sent there."
More price pressure
She indicates that a lot has changed in the trade with Asia compared to ten years ago. "Back then nothing was talked about apart from the quality. It had to be good. The last few years have been characterised more by discussions over the price. There isn't less trade than back then, but you have to try harder to convince them, and this puts the prices under more pressure. Maybe this is why other traders won't enter this market in a hurry. Of course: Asia has high demands and there are risks. But this is what makes the trade interesting!"
Japan, Singapore and Hong Kong are the main buyers in Asia. "Every country has their own way of doing business. I regularly visit these countries to meet with the customers and to see if there is still potential. I think we know Japan best. They really like special things like square melons there, they want products others don't have. Everything is sold apiece here too, even chicory, leek and celery. The sizes also have to be uniform, there can't be any larger or smaller ones in there. We aren't doing strawberries at the moment, as there is too much competition from neighbouring countries, but they have to be packaged very specially. Everything has to be in a flat box, placed neatly next to each other, the same size and the tops all have to face the same way."
Challenge
According to Griet it's a huge challenge to make sure everything is done perfectly. "You have to be able to take criticism, as Asians can be very demanding and complain about the smallest matter. For instance, you can supply 300 boxes and one box contains one product over or under: then they report it immediately. Initially you don't understand. But after a while you just go with it. You have to be patient. Customers can order small amounts for five years, and only order large amounts once they're sure it's all secure. Building trust takes time, but it's great when it happens."
For more information:
Griet de Schouwer
De Schouwer
Verdunstraat 395
1130 Brussels - Belgium
tel:+32 (0)2 215 25 76
fax:+32 (0)2 241 85 60
www.deschouwer.eu