Cool Fresh International and partners sharing booth
"Professional growers always find way to top buyers"
Hugo Vermeulen, managing director of Cool Fresh International says that this step as an extension of open relationship which the company has with Eben Kruger of EKM Exports/GoGo Fruits from South Africa, and Alvaro Figueroa of Tropicales del Valle/Fruta International from Costa Rica. “We have been collaborating for many years with both of these top-class producers, and the mutual respect which we have for one another makes it possible for us to conduct our business dealings in a transparent manner. Our producers are free to receive their other clients on our combined stand, and in the same way we are more than happy to introduce our clients (retailers and wholesalers) to our producer-partners”.
According to Vermeulen it does not make sense any more to operate in isolation. “Professional growers will always find their way to the top buyers, and vice versa. Our model is based on complete transparency, with each party in the chain being rewarded for adding real value. Our producers understand that as their importer we play a crucial role in the supply chain. On the other hand we also understand that the closer we can bring our producers to the end buyer, the more sustainable our business becomes. We all know that the one cannot function effectively and efficiently without the other. Our collective participation in Logistica therefore focuses on what we call ‘closing the circle’, a process which brings all of us closer towards our ultimate goal: representing a brand instead of individual companies. For retailers this makes perfect sense, as they get direct access to the source, without having to deal with logistics challenges and quality issues. They receive what they ask for: the best. In this regard the brands which we will showcase in Berlin (GoGo citrus brand from EKM Exports and BonSweet from Tropicales del Valle) represent the best of the best, and we expect a great turnout at our stand”.
Further to the commercial cooperation the partners also collaborate on corporate social responsibility issues. In South Africa Cool Fresh International and EKM Marketing have booked promising results with their Goldline Fruit project, which brings a real innovation to fresh produce. Goldline drastically reduces and even removes the need for the application of post-harvest chemicals. Using the same technology, extensive research is currently also being done on pineapples in Costa Rica. With BonSweet pineapples recently being awarded a Rainforest Alliance certification, Goldine brings a new dimension to the partners’ ability to supply retailers with top-quality fresh produce, free from post-harvest chemicals. On a social front, Cool Fresh International has also launched the Little Libraries project in Costa Rica, which distributes reading books to (pre)-primary schools in rural areas. During the past year the company was instrumental in distributing 20 Little Libraries to disadvantaged communities in South Africa, and will now focus on Costa Rica.
Cool Fresh International’s CSR team will be present for the duration of Logistica, and will be more than happy to share experiences and field questions.
For more information:
Hugo Vermeulen
Cool Fresh International
Tel: + 31 88 3 777 111
hugo@coolfresh.nl
www.coolfresh.nl