What the sales will do remains to be seen.The past year was very hard for top fruit. We do not trade with Russia, butthere is some pressure from former Russia merchants trying to find markets inEurope. This is not beneficial for the price. It is important that the salescontinue this year. Two years ago, the retail invested a lot in the sales ofapples and pears, after the start of the boycott, and lots of apples and pearswere sold.”Heexpects a difficult season for Jonagold apples and variants, due to the largesupply from Eastern Europe. “A grower chooses for the next 10 to 15 years. Theseharvests are getting in each other’s way.” Asked how Groda candistinguish itself, Wimco answers, “With quality and service, of course. Inaddition we try to conduct an active brand policy with our brand ‘inspired bynature’, although it is hard because we do not have our own unique varieties.”
Role in trade has changed
Grodaused to be more active in the import business, but that is on the back burnernow. “Retailers have created their own lines. We have been working with a setgroup of producers in the Netherlands. This has changed the role of tradeseverely. One used to buy fruit as cheap as possible at an auction and sellit for as much as possible. Nowadays, we have to fight for the producers tohelp them earn an acceptable amount.”
Groda AGF
Het Nieuwe Achterom 1
4185 PA Est (Netherlands)
Tel: 0345-569641
Fax: 0345-569847
wimco@groda.nl
www.groda.nl