Trading company Hortica celebrates its 25th anniversary this year. In 1990, Ben Messaoud started selling fruit and veg for the industrial sector from a small office in Enkhuizen. Now, Hortica is also very active in the fresh market, with organic fruit and veg making up an important share of its trade.
Ten years after its inception, the company moved into a new building on the Handelsweg in Andijk. Most of the products sold by Hortica come from the Netherlands, from growers who work on a contract basis. “The first years were mostly about establishing a network. The personal touch is very important. Over time, we have established many permanent relations. Now, the next generation is at the helm of most of these companies, with which we maintain the same relations,” the trader says. The second generation is active at Hortica as well. In 2009, eldest son Mons joined the company, followed by second son Menno in 2012.
Menno, Mons and Ben Messaoud.
Supplying to industry
From the office in Andijk, a wide range of vegetables is exported. The most important products are large vegetables like celeriac, carrots, red cabbage, white cabbage and beetroot, but onions are also part of the permanent product range. Most products come from the Netherlands, but Hortica purchases from abroad where needed. Hortica has been active in export for the industry from the start. Throughout Europe, wholesalers, preserves manufacturers, vegetable cutters, frozen food companies and driers are supplied with fruit and vegetables.
Contract cultivation and free market
Ben says he very consciously offers the full range. That means Hortica not only has a year-round supply, but also spreads the risk. “We still depend on the weather, after all.” Many of the growers work for Hortica on a contract basis. The process is monitored from beginning to end. For the fresh market, the products are mostly bought on the free market. “Prices can fluctuate from day to day there. That requires a certain amount of attention, but the variety does make it interesting.” About fifteen years ago, Hortica also started growing and trading organic fruit and veg.
Changes to industrial sector
Ben has been working in the fruit and veg sector for over thirty years, and so he’s seen the industrial sector change. The attention to food safety has changed a lot in particular, he says. “The high demands have taken the quality to a higher level though. Dutch industrial vegetables generally have a good reputation, attributable to things like the uniformity of the product, and the consistently good quality.”
Expansion
Hortica’s clients are found across Europe. Although the export of fresh produce to Eastern Europe is high, Hortica has consciously opted not to do this yet, but perhaps this will change in future. Ben explains that he currently lacks time and staff to operate on these markets. “A reorganization is in the works though, with the possibility to hire highly educated experts with experience in the import and export of fresh produce. Hortica needs to keep defending and maintaining its position and good reputation, even after 25 years,” Ben concludes.