In June 2014, the import company KX Food was founded in Antwerp. KX Food was created by the Chinese parent company Min Feng Food Co. Ltd. with the intention to centralise all exports to Europe. Currently, that involves ginger, but the range is expected to be expanded even further. As of this month, KX Food also markets special packaging.
The Chinese parent company was founded 23 years ago by the father of Min Li and has expanded into a vegetable processing, packaging and export firm. Min Li is KX Food’s manager in Antwerp and her two brothers handle the exports from China. She points out that Min Feng Food already has over 10 years’ experience in the export of various vegetables. "The most important products for our parent company are ginger, garlic and onions. We own around 20 hectares and employ about 500 people." From China, we export directly to Japan, the Middle East and Europe. "Due to the fact that Europe’s demand became stronger, we decided to settle here," explains Min Li. "We control the entire chain, from harvest to delivery to the client."
Quality
The manager assures that quality is the main pillar for the company. "In China, we select the best quality ginger, which is intended for Europe. Additionally, the products are regularly inspected." In terms of fruit and vegetables, KX Food currently exports only ginger, but next year it will also ship garlic. "It will depend on demand from our customers, but we believe garlic also has potential for success. For onions we are not as optimistic, since there are already numerous suppliers here." Min Li states that, in the short time that they have been based in Antwerp, they have already grown considerably. "I think we can win the trust of European customers by always delivering excellent quality products. That is something customers can count on. With the right combination of quality, price and service, we will continue moving forward."
Customers
KX Food exports its ginger to various European countries. "Currently, we are focusing more on Belgium and the Netherlands, where we see good results. Each week we receive several containers from China which are sold very promptly. Volumes grow every month. From this year onwards, we will also approach other countries, as we see a lot of potential in destinations such as the UK, France, Spain and Italy.
Prices
Ginger prices were very volatile in 2014. "This was mostly due to a drop in harvest volumes as a result of the weather in China. Late last year, prices stood at 40 to 50 Euro for a box of ginger; currently it is only half that. We try to follow the market, but prices often change weekly. "KX Food believes it is important to prevent such price fluctuations. “We want to offer our customers a stable price and make sure it doesn’t suddenly become sky high. That is something customers truly appreciate."
New business: packaging
In China, the parent company also markets packaging, which KX Food plans to introduce in Europe. "We have a diverse range, including resealable zip packs, pouches and many others. With this broad range we aim to target various sectors in Europe, from food to pharmaceuticals. The packages are made of multilayer film and the print can be fully customised."
Min Li points out that the team is ready for the new campaign. "We are still a bit in the process of getting acquainted with the sector in Europe, but that has gone really well so far. We expect to continue growing this year and are pleased that European consumers appreciate ginger. The Chinese use ginger in nearly every dish, but Europeans are only now starting to get used to the product. And considering its health benefits, consumption is only bound to increase," she concludes enthusiastically.
The team of KX Food: Sophie Ye, Min Li and Hong Li.
Fruit Logistica
The four ladies of KX Food will attend Fruit Logistica on Wednesday and Thursday morning as visitors.
For more information:
Min Li
KX Food
Vosveld 12
2110 Wijnegem (België)
tel: +32(0)3 326 87 54
fax: +32(0)3 325 57 55
www.kxfood.be