On Thursday, October 8, NKVK organized a contact day at Makro/Metro Cash&Carry in Belgium. The day attracted about 50 visitors, about a third of which from the fresh produce sector. They got the chance to meet with Tom Moreels, Category Manager Fruit & Vegetables, who has been working at Makro/Metro for four years. He observed how many fruit and veg traders focus on retail, while passing up opportunities in food service and the hospitality market.
Jan Reynders, Product Group Manager Food during his talk about Makro and Metro.
Differences between Makro and Metro
The guests were received at 11 AM at Makro Deurne, the first Makro in Belgium (1970), where Jan Reynders, Product Group Manager Food, spoke about the two retail formulas. "One difference between Makro and Metro is that Makro is more focused on the end consumer, and Metro on professionals such as hotels, restaurants, caterers and bars. In addition, the Makro stores are bigger and there is more Non-Food available than at Metro."
Tom Moreels, Category manager fruit & vegetables Makro/Metro.
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He goes on to say that Metro wants to focus more on the high-end restaurants. "We don't want to lose sight of our current target audience either, so we'll need to find a balance." To attract customers, Makro also have their own petrol stations, and the drive-in can be used for construction and gardening projects.
Fresh produce professionals at Makro's fruit and veg department. Top left: Ralph Barkmeijer and Wim van der Burgh of Rainbow International take pictures of shelves. Top right: Sanne Heber of Sous Fresh is still rather 'fresh' to the sector. Bottom left: Roy Wolter of Staay Food Group looks at top fruit. Bottom right: Gerco Mast and Joàn Harms of DOOR Partners with the product Gerco specializes in: eggplant.
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Purchasing
The products for Makro and Metro are independently purchased. Every department has its own Category Manager. These managers are largely free to choose suppliers. For suppliers, it's important to know that products are labelled bilingually. "When it comes to fresh produce, we focus on ultra fresh. We want to be able to supply tomorrow what we ordered today. The focus is on little or no stocks."
The fruit and veg department at the new flagship store.
Makro recently opened a new Flagship store in Alleur, where new concepts in fresh can also be found. The product range is enormous. "We believe it's important to have a very wide range of products, as well as products not available elsewhere. The potatoes, vegetables and fruit are displayed in a way to create a 'market feel'."
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