Every wholesaler currently has a large amount of citrus in his range, like the usual Navelate orange from Spain. "Today you have to differentiate yourself through different varieties," says wholesaler Martin Stock. “For some years now we have Nadorcott clementines in our assortment. This variety is very easy to peel and tastes very good.” In addition to this Spanish product, the retailer currently has an Israeli breed in the program. The so-called Orri-Clementine from Israel is currently being sold in large quantities. This variety is slightly more expensive than its Spanish equivalent, because the season in Israel does not start until after Christmas.
Not only in the Clementine range do marketers try to sway their customers with unique fruits, but also with their oranges. Stock: “The Spanish Cara Cara size 28 are currently selling best. The pulp of this variety has the light red color of a grapefruit and is in high demand among customers." However, this also means that the stock is also partially supplied primarily by specialized retail shops and weekly market traders, but less so by the regional branches of the leading chains. “For the marketing of such specialised products one needs expertise, which the weekly market traders have. On the other hand, the consumer no longer appreciates the value of the products." As an example, the retailer names the many cooking programs on television that use unique and exclusive products. “The consumer hardly takes any notice of this. And furthermore, he or she is spending less on food nowadays.”
Heinz Stock and Söhne GmbH is a pure family business and has been based on the Dortmund Wholesale Market since 1962. The company is now run by the second generation and sees itself primarily as a full-line supplier with a full range of fruits and vegetables. The GmbH mainly supplies catering companies and retail stores in the greater Dortmund area, as well as some regional supermarket branches.
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