Frutas Luna turns 10

Last week, the Spanish import-export company, Frutas Luna celebrated their ten-year anniversary. After 13 years of working for another sizeable Spanish exporter, Kees Havenaar began his own business. "We noticed that there was a lot of demand for an added service. Clients were looking for someone who would really strive to find the best quality from the right grower in the right place", he explains. "This would be mean an additional checkpoint for the client. It would also help farmers meet the clients' needs. Frutas Luna asks growers to pick entirely as per clients' requests. The products are fresher, and the chains are also shorter. We saw then already that there was a real need for this. This trend has done nothing but continue. We are able to supply the Luna brand all year. This is thanks to a partnership with the Netherlands. This is a plus for the whole Marni Group."

Asked what the most important development in the last ten years was, Kees answers, "When we started with this concept ten years ago, it was a fairly new way of doing things. Working directly with the grower, directly from the fields. This development has continued. Over the course of the years, a lot of competition has sprung up in this area. This does not make things any easier; it is a tough business. We have worked well with most of the growers for years. Frutas Luna has, however, helped a number of small farmers become big in a short time. Some of them then, suddenly, do not need you anymore. It is all part of the business."

"The most important thing for us is to be close to the source. This is why we mostly export greenhouse vegetables from Almería. Here, we keep in continuous contact with the grower. We see what is being cultivated on a daily basis. We also take care of certification", says Kees. "This is the only way we can guarantee superior quality. We do, however, also work with farmers and producers from other provinces. We keep in close contact with them and also visit them. We want to be sure of the quality we offer at all times." The organic share is also becoming more important. "We have noticed that there is a growing demand for organic products. The number of hectares used for organic farming is also increasing dramatically in certain parts of the province. Frutas Luna is interested in being able to deliver organic fruit and vegetables. It must be a normal part of the package. We also have an increasing number of growers, who only cultivate organically, at our disposal."

Looking forward to the next ten years, Kees hopes to mainly keep going in the same way. "We will have to continue playing into the ever-changing trends, client demand, and the end consumers. But, we are flexible and work in a transparent way. We do this with our clients, as well as the farmers. You must create a win-win situation for everyone involved. You grow together. To achieve this, you often need each other. I find a good working relationship to be of the utmost importance. My suppliers, as well as my clients, appreciate this. We are, then, also thankful for the trust they have shown in us over the last ten years", he concludes.

For more information:
Kees Havenaar
Frutas Luna
Tel +34 (0) 950 178 653
kees@frutasluna.com
www.frutasluna.com