After the company was founded on April 1, 1978 by Manfred Kastenberger and Silvano Casanova, the La Frutta brand quickly found its customers and established itself. In 1993, Mr. Casanova unfortunately died, much too early. The company found a new partner and shareholder in 1996 with Mario Decke. In the same period, cultivation and marketing (as the sole supplier) of Italian Rucola boomed. "The demand was so great that even the winter production in the Spanish region of Reus was a success. However, our range was also expanded with various other types of vegetables, like our own cherry tomatoes,” says Mario Decke.
Trade is change
But like so many things, trade also means change. The leading German supermarket chains sought the source their produce directly from the growers, so that the service and know-how of the commercial agencies was less and less in demand. Decke: “At the same time, demand and supply structures in Italy changed as well. More and more supermarkets displaced the so-called "mom-and-pop-shops" and consumers' shopping habits changed. But the required purchasing volumes of the Italian supermarkets were too much for domestic production, so Italy had to look for goods from other regions of Europe.”
Because of his network and contacts -which Mr. Decke had established during his studies in Perugia and at the wholesale market in Bologna- he was later able to offer goods from both Germany and other European countries to Italian customers. As a result, export from Germany and Holland to Italy was expanded. This is now one of the crucial elements of the company. Decke calls in trucks filled with cauliflower, iceberg lettuce, carrots and even strawberries, to be delivered in Italy during the summer months.
Bavarian asparagus
Since 2009, Mario Decke has been sole owner of the company. His sales team was strengthened by the very experienced Klaus Schmiechen (buyer and seller for Spain and overseas) and Christian Esposito (buyer and seller for Italy & Spain). Freelancer Luis Rettenbacher and administration manager Petra Freitag are also working in the company.
The proud managing director Mario Decke was one of the promoters of Rucola breeding
And there is still a dream that has yet to be realized: to sell Bavarian asparagus in New York. Perhaps some day...
For more information:
La Frutta Früchtehandels GmbH And there is still a dream that has yet to be realized: to sell Bavarian asparagus in New York. Perhaps some day...
For more information:
Mario Decke
Schäftlarnstr. 10
Großmarkt - Altes Kontorhaus Zi. 220
81371 München
Tel: +49 89 771 007
E-Mail: mario.decke@lafrutta.de
Web: www.lafrutta.de