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Fruitful Office distinguishes itself with the most efficient service and regional services

"We currently distribute 7,000 to 8,000 fruit baskets a week"

Delivering daily fresh office fruits to the customers, in the workplace. Since 2011, this has been the main objective of the German spin-off of the Fruitful Office delivery service. And the customers appreciate this cost-saving service. “Since the end of 2015 we have opened four new locations and expanded our staff with 80 new employees. And there is more expansion to come,” says Enzio Reuß, Managing Director of Frankfurt-Fechenheim.

With a weekly sales volume of 7,000 to 8,000 fruit baskets, Fruitful Office Germany is a flourishing company. Reuss sees a lot of potential. “If we compare our sales with England, we are still a bit behind. However, Germany is a third larger than England." According to the managing director, some new expansion steps are already being considered. “Recently we've had 10 types of nut mixes on offer. We are also checking whether we can offer organic mixtures in the future. But right now that’s still too much of a niche segment.”


Managing Director Enzio Reuß of the Fruitful Office.
Baskets in two sizes: 40 and 20 servings

Initial phase
Delivery points of the Fruitful Office are currently available in every corner of the Federal Republic: Frankfurt, Berlin, Essen, Hanover, Karlsruhe and Munich. And two new locations are being planned. The business model, originally started in the UK, is simple but successful. Reuß: “Our advantage is also that we have our own warehouse and staff at each delivery point. This allows us to supply companies with different locations cost-effectively and with just only one invoice. Burberry, for example, is an important customer of ours: the company is represented throughout Europe and is also supplied by us outside Germany in the United Kingdom, Benelux and Ireland.”

After the German branch was founded in 2011, Fruitful Office was located primarily in the Frankfurt Frischezentrum. Reuß: "The initial phase was twofold: of course, the business model has existed since 2006 in the Netherlands and Great Britain. On the other hand, we have expanded the company here in Germany step by step, without external capital. That was hard: I was sitting alone in the Frischezentrum and simply called companies in and around Frankfurt.” After three years, the move to the outskirts of Frankfurt followed, to a more flexible place with conversion possibilities.


In Frankfurt, the empty baskets are collected and then refilled with fresh fruit

Portions
Along with nutritional campaigns such as ‘Five a day’, interest in office fruit grew. The main thing is that customers know exactly what they need every day. The company does not work with weights, but with portions or amounts per person. There are two sizes in the program: one of 20 servings and one of 40 servings, with one portion being a piece (pear, apple) or a handful (grapes, plums). Reuß: "We just want to the customer a means to calculate the amount of fruit, so that it becomes concrete. Our main goal is to offer them at least one piece of fruit a day.”

But it is a big challenge to guarantee quality permanently. Fruitful Office also faces factors such as damage and trade embargoes. Nonetheless, the prices of baskets remain the same all year round. Reuß: “We have fixed sales contracts and direct lines with producer cooperatives in Italy to allow for short transport routes. Bananas are a bit more difficult, so we rely on importers. However, it is important to us not to pass on pricing problems to the customer. And the more baskets you buy, the lower the unit price will be.”


The delivery vehicles of the company. Recently, the 50th vehicle was put in use.“Another milestone,” says Enzio Reuß.

Very presentable
Although the fruit baskets still dominate the main business, the shipping boxes of the company are also very popular. These are packed in the UK and are sent directly to the customers. Reuß: "There are several differences between the baskets and the shipping boxes. First there is the look, since the baskets are of course very presentable. Second, the amount of fruit. The boxes, of course, contain more. Finally, flexibility is bigger with the baskets. As an additional service, we personally deliver them to each floor so that our customers do not have to worry about anything. In addition, we have less control over boxes. We try to guarantee a one-day delivery, but we are partly dependent on the supplier.”


The baskets of the Fruitful Office are very presentable

For more information:
Fruitful Office GmbH
Enzio Reuß
Dieselstraße 37 | 60314 Frankfurt
069 43008208-0 
enzio@fruitfuloffice.de

Publication date: 12/12/2017


 


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