Focus on supermarket chains and discounters

Economic crises, political disputes and wars affect trade all over the world. "The import and export business is becoming more and more demanding," says John Symeonides, CEO of Fresca GmbH, "The demand for fruit and vegetables increases steadily." In order to survive, many companies have developed their own strategies. Symeonides explains: "We try to keep our costs and expenses as low as possible. At the same time you need to give your customers the best quality and a good service. That is rather a difficult task. But we must not give up and so we will keep on trying."

John Symeonides, CEO of Fresca GmbH

Cypriot potatoes the whole year round
The company's headquarters is located in Cyprus. "Here we have a packing plant for potatoes and are partnered with a packaging plant for Cypriot citrus fruits, such as grapefruit, oranges or Mandoras", Symeonides explains. These products are one pillar of Fresca GmbH. The other is the import and export of fruit and vegetables from the different countries of the world. For instance, from New Zealand, Costa Rica, China, Colombia or Italy." The whole year round, Fresca supplies the market with Cypriot potatoes.

Cyprus credit crisis forced a reshuffle
"We mostly export to European countries, except Spain and Portugal," explains the CEO. In recent years the company had put import to Cyprus on the back burner. The bad economic situation of Cyprus is the main reason. "We were once the largest importer in Cyprus. But due to the economic crisis in the country we have put import to Cyprus on ice. We will wait until the market in Cyprus has been restored. We currently focus on the export of Cypriot goods."

"The sanctions against Russia has cost us a lot"
Fresca supplies the German market mainly with organic ginger, bananas, apples and walnuts. "We also export a lot of Egyptian goods," the businessman proudly explains, "Such as table grapes, strawberries or oranges." An important market in the past was Russia. However, the Russian export sanction put a complete stop to that. "The sanctions against Russia has cost us a lot," Symeonides confesses "We lost a whole market overnight. When an entire market disappears, you cannot immediately replace it. "The export of Cypriot mandoras was devastatingly effected", Symeonides explains, "Before the crisis, Cyprus dominated the mandora export to Russia."

Frescas grapefruit and potatoes from Cyprus

Good sales in spite of some problems
Nevertheless, we cannot complain, says the businessman. "The sales have been good this year. Of course we had problems due to the dollar crisis. But we try to get a grip on the exchange rate." One important element for a successful business is the customer base, Symeonides explains: "It is important to have a good and reliable customer base in the German market," says Symeonides. "This is the greatest challenge in Germany. Trading on the wholesale market barely exists any more. We now focus on the supermarket chains and discounters. "Fresca sells at around 95 percent to supermarkets across Germany.

Expectations: Stable prices within the grape season
"If the weather is good, the customer wants plums, peaches and melons. If the weather is bad, they turn to other products. It effects the mood and buying behaviour." The competition on the German market in general is enormous. "There are a lot of importers and the prices are extremely competitive. But if the produce is under control, you can positively influence prices. " Symeonides expects increasing and stable prices at the start of grape season in Egypt. "Last year, the market was under very high pressure. Meanwhile, the market has relaxed and we expect a better deal. The market will be more stable in this season."

The Asian market takes time
Many European exporters have sought new markets after the problems with the Russian market. The Asian market has a lot of potential but not for Fresca. "In the past we have tried it, but that has cost us too much time," explained Symeonides, "The market is very complicated and there are too many restrictions. And the Asian market is mainly dominated by the United States or South Africa." We export some products to the Far East of course, but it is difficult to implement due to the required quantities.

"Customer satisfaction" is the most important goal
The Cypriot businessman hopes that he can satisfy his customers with his products in the future. "That's the biggest goal," he explains, "the price, the quality and the service have to be right to survive as a trader on the market. And if the customer is satisfied then so are we."

John Symeonides
Fresca GmbH

Pflugstraße 2, 40470 Düsseldorf
Tel. +49 (0)211 6878510
fresca@cytanet.com.cy
www.fresca-germany.de