The Belgian Julie Vermeiren is no stranger to the banana world. "After my studies I interned with a company in the Dominican Republic and was able to get straight to work afterwards. This is where I learned the business of the banana sector. After I'd led the Dutch department for a year I wanted to return to the Dominican Republic," she says. "I always wanted to start my own company and this seemed like to the right time to take the step."
Experience
Julie Vermeiren started the company Fresh Fruit in the Dominican Republic. Julie is the owner and her sister Sarah is responsible for marketing. The company has a fully Belgian management. Julie indicates that the entire family lives in the Dominican Republic, so they can really work hands on. "My father Paul Vermeired has over 40 years experience in the fruit and banana sector, including with Dole. My brother Thomas runs our own plantation, Paradise Produce. He gained a lot of experience in running plantations in Morocco."
Own production
Fresh Fruit is specialised in the export of organic and organic Fairtrade bananas. "We buy bananas from certified plantations who work 100% correctly, among others. As of recently we also have our own certified production. To support the growers and help them we also now have a complete package of products and measures to considerably improve the production." The company exports the bananas to various European supermarkets and, as of recently, they also ship to America. Sarah indicates that they expect the market for organic bananas to continue to rise strongly. "On the other hand we also notice that more and more parties are on this market, including the larger players. The demand will undoubtedly continue to rise, but so will the supply. We want to define ourselves as a professional company that does everything 100% right according to the Fairtrade & organic regulations, to build long lasting and successful relationships with our customers. The fact that we moved into the production ourselves, emphasises this even more."
Making a difference
There have been various important events in recent years. "The first development was the start up of our local school, called Bambini. At Fresh Fruit we believe that people can make a difference. This is why we want to improve the living conditions of our employees, their families and their community. Founding a local school is the first step in this. In September we will welcome more than 50 children."
Own production
She continues: "The second development is the start up of our own production in bananas. We determined that the profitability and productivity of the banana plantations is a lot lower compared to that of other countries. To help our farmers with this, we invested in our own state of the art plantation. The intention was to create a model plantation with the best techniques, the newest technology and a good daily management. In this way we are able to show our farmers ourselves how they can raise the profitability and productivity of their own plantations. As we had to start our plantation from scratch, we called upon the best experts from the banana industry. They helped us from the beginning to the end with this now unique project. So unique that Mr. David Murdoch, owner of Dole, came to visit our plantation himself."
Own banana plantations
"Because we couldn't find the right quality of banana plants in the Dominican Republic, we have now started our own banana plant nursery to be certain that we are only working with premium quality plants without mutations. The plants now have to go through a very strong selection round before they can be sold or planted. We also offer these plants to our farmers. Once again to improve the profitability and productivity. We have also established that the fertilisers that were sold locally here aren't 100% organic, or don't have right combination of fertilisers for organic bananas. Together with the experts we composed our own organic fertilisers and carry it here in the Dominican Republic. Our growers can also buy these products from us."
Only one with Rainforest Alliance certification
She indicates that Fresh Fruit aims to bring the carbon footprint to zero for their own plantation. "We invested heavily in a field of solar panels to achieve this, among other things. Our plantation gained various certifications at the start, including Fairtrade, GlobalGAP, Sedex, Field to Fork, USDA organic, EU BIO agriculture, as well as the Rainforest Alliance certification a number of months ago. Our plantation is the only one with this certification in the Dominican Republic. We hope to be able to convince our growers to use the same products and techniques in their own plantations with the great results that we are already achieving."
Organic has a positive effect
Fresh Fruit's main goals are to produce the best bananas of the highest quality to its customers and to do so in an environmental and socially responsible manner. "We aim to build long term customer relationships based on trust and respect." Julie indicates that not everyone is convinced by organic fruit and vegetables. "We believe it is the future. First and foremost because it is healthier to eat organically grown fruit. Various studies have shown that organic fruit has more vitamins and antioxidants. The second aspect is environmental. In organic agriculture only 100% natural fertilisers are used and are grown with respect for people and planet. This has a positive effect on us all on both the short and the long term."
For more information:
Sarah Vermeiren
Marketing Manager
Fresh Fruit
Tel Bel: (0032) 479 42 90 85
Tel Dr: (001) 849 45 144 32