Interview with Marc Rauffet, of Pominter
Russian ban will also affect premium apple prices
The firm belongs to Pomanjou group the sole grower and supplier of apple varieties such as Honeycrisp and Juliet “We have to be sharp and updated when it comes to varieties and every year we invest about 2 million Euro in our orchards to ensure we’ll be able to provide the best for at least 10 years,” affirms Marc Rauffet, general manager of the group.
Regarding the current crisis caused by the Russian-Ukrainian conflict, Marc says it may have a great impact on prices for many products. “In the apple market, one of the biggest factors is the 700,000 tonnes of Polish apples that may be turning west at really competitive prices. Common varieties like the Gala and Golden are already 20 cents cheaper.”
Marc Rauffet in the office of Pominter
Marc disagrees with the thought that the premium apple market will be largely unaffected, because “after all, for most customers an apple is an apple and traders will always seek for the most competitive price. Currency rates have no impact; it is all a matter of supply and demand; thus, in a saturated market even the price of premium varieties will be affected.”
It is a crisis that, according to him, will have an impact on all companies, whether large or small, “although I also think that crises help us become better, because the alternative is to disappear. Those who survive the current situation will become stronger; companies will need to be adaptable in their strategies.”
Marc Rauffet, in any case, believes that the mass production of normal varieties in Europe is finished, because the market has become too competitive.
One of Pominter’s targets in the medium term is to grow in the Asian market, namely China, where both the economy and salaries are growing at a rapid rate. “Most of those with a higher purchasing power also prefer imported products and are ready to pay premium prices for them. Chinese industry are really interested in learning about our techniques and production processes.”
He also assures that long shipping times are not an issue as long as efficient storage techniques and refrigeration are employed.
In the long term, the biggest challenge for the firm will be to maintain a good financial balance. “In about 5 months, people will probably no longer talk about Russia, and our investments are always made with the long-term in mind. That is why we are not the biggest grower or the largest exporter; we try to get our money back and be careful about our investments and marketing; we work slowly” states Marc.
“I also believe that it will be essential for our company to adapt to new systems and to diversify its production sites worldwide within the next decade. Retailers in any country will always look for safe, reliable suppliers and we have to play that card. In any case, our main goals will remain keeping a stable position and satisfying our clients.”
For more information:
Marc Rauffet
POMINTER
Tel: +33 614 026 613
Office: +33 563 250 190
mrauffet@pominter.fr
www.pominter.fr