Three-and-a-half years ago, Pepijn de Jong started the overseas branch of the Best Fresh Group, and two years ago Jelle van Dijk joined the team of Valstar Overseas. By now, a team has been formed around them within Valstar Holland. “In the course of time, trade has increased significantly. We experienced a sharp growth, and supply customers from Los Angeles to Hong Kong, including the southern hemisphere. The African market is also becoming increasingly more interesting.”
Fruit vegetables largest share
“We actually deal with all trade that is shipped in a container or by air,” says Van Dijk. “Fruit & vegetables are the majority of our assortment, but in North America and Canada they also know what to do with vegetables such as Dutch leeks, chicory, sprouts, rhubarb and celeriac. Additionally, we supply mostly mixed pallets from the complete assortment to the Middle East and Asia, which is a trade that people in our warehouse are very proficient in. Furthermore, organic is also becoming more and more interesting, especially for destinations such as Saudi Arabia and Jordan.”
Although local cultivation has increased significantly in Mexico and Canada, there is still plenty of room for Dutch product according to De Jong. “Unfortunately, Dutch tomatoes are still not welcome in North America, but the Netherlands can fill plenty of spaces in the Mexican and Canadian greenhouse vegetable production. The benefit of the large American market is that when there is a shortage, it is immediately a significant shortage. In that manner we had a healthy demand for Dutch product in the past year, and that trend appears to be continuing this winter. Besides, the favourable dollar exchange rate has given our export a boost. Now that the anti-dumping tax for the export of bell peppers to Canada has been lifted, the necessary opportunities are also being used in this field.”
Office in Spain
According to the exporters it is too early to obtain their own position in Mexican cultivation. “That might be interesting in the long term. For the time being we first want to further Dutch and Spanish trade. With our own office in Spain we have the opportunity to export Spanish bell peppers to North America, if the market allows it. Both in Spain, Israel and the Netherlands we work with preferred-suppliers, who can guarantee agreed quality and volume.”
“The Middle East is also an interesting market. The low oil price is of course favourable to air freight rates. The people have money available, but not much knowledge of fruit and vegetables. Retail is fully in development. We send many samples which often grow into regular or new business,” De Jong says. “For example, we are following the opening of the market in Iran with interest. Money transfer is still somewhat uncertain now, and you have to meet strict requirements, but if those are off, we are definitely going to play a role on this market.”
Spreading export
Asia, and China in particular, is mostly seen as a long-term market by the exporters. “When the market opens next year for Dutch bell peppers we will start export to China. During the latest edition of the Asia Fruit Logistica, we made the necessary contacts once again. But we will never focus on just one region, and we will continue to spread our export. If, for example, slightly less volume is sent to a market such as America, we will always have alternatives in Asia or the Middle East.”
When asked if competition on overseas destinations is increasing, Van Dijk answers. “We have got plenty of competitors. For example, quite a number of companies with low prices — often low enough to enter the market below market price — are trying to force their way on the market. That is unpleasant, and disrupts the market, but we do not fear them. In the end, you always see customers returning because ‘cheap companies’ cannot last.”
For more information:
Jelle van Dijk
Valstar Holland
ABC Westland 110
2685 DB Poeldijk