From supermarket buyer to supplier

Over the last 13 years, Martin Pietersma has gained the necessary retail and fresh fruit and vegetable experience. He has done so as fresh produce buyer at first Hoogvliet and then PLUS. Now he is active on the other side of the spectrum, at the Dutch wholesaler, AgroFair. "That was extremely instructive. From the retail side, you look mainly at the supply's continuity and quality as well as the products quality. As a supplier, you pay much more attention to the quality of the process", he says.

Martin has been appointed in the Business Development and Sales at Agrofair. He is responsible for all the products outside of the company's banana branch. "I loved working at the supermarkets, but I was ready for something different. Within the sector, this will soon lead to the suppliers' side. I already knew AgroFair as a supplier. PLUS was the first supermarket that switched entirely to Fairtrade bananas in 2010. I was always impressed by their culture, professionalism, and the level of knowledge within the company. It is, therefore, a big challenge for me to further expand their activities", says Martin.

One of these challenges is the Solidale Italiano project. The project was started alongside AgroFair Italy and the BIA growers consortium. Its focal point is that all the products are entirely organic and have a social responsibility element. They want to offer farmers a fair price and give workers training and a decent wage. From this, the demand to start selling local products outside of Italy developed. This will be done according to a new European fairtrade model. "The most important goal is to promote products from Italian cooperatives, consortia, and farmers who work according to fairtrade standards. We are working with the BIA consortium. It consists of dozens of growers, and so has access to all the fresh fruit and vegetable products that are cultivated in Italy. Local specialities such as red and white seedless grapes, Sicilian lemons, and blood oranges are included in this assortment. We also have a year-round supply of packed, unwashed Italian lettuce varieties", continues Martin.

"The starting point is that the whole range is made up of organic products. The social component is, of course, also very important. Growers must, 100%, get a good price for their products. Especially in Southern Italy, there have been many scandals involving the exploitation of workers over the past few years. So, an honest product chain, where all parties are rewarded fairly is sorely needed. Fairtrade allows for a reliable income and ensures that no-one ends up in poverty. Through this, they can gain a better place in the retail chain. They can make a decent living and invest in a sustainable future. Thanks to organic cultivation methods, we can also show our respect to nature and the environment," Martin explains.

AgroFair imported the world's first Fairtrade bananas to the EU in 1996. Bananas still form the most important branch of the company. They aim to also grow using other products in the coming years. "We are already importing considerable volumes of pineapples, citrus, and exotic fruits. We, however, want to expand this in the years to come. So, this year, we are planning to begin importing organic avocados directly from Mexico and Peru. I have also noticed that papaya is becoming a best-seller in the exotics category. AgroFair also has access to the 'usual' organic package. This is thanks to their cooperation with Nautilus Organics. We can, therefore, deliver a total package."

The clients - AgroFair prefers to call them partners - are increasingly receptive to fairtrade and organic products. This is according to Martin. "Switzerland has always been the forerunner with this. However, in Dutch supermarkets, the organic and fairtrade share is increasing rapidly. It is important to supermarkets to know where their products come from or if the supplier is getting an honest price. We are currently doing an internal investigation as to whether PlanetProof falls within our philosophy. We also have many partnerships within the Europese wholesale sector."

When asked if the balance of power is always ideal for a fairtrade approach by the supermarkets, the former purchasing manager answered, "I remain of the opinion that it is not the retailers' fault. It is about the correct collaboration in the chain. Everyone needs to take responsibility in this. Of course, the retailer is the last link in the chain to the customer. I am, however, convinced that retailers are prepared to pay for a distinctive product. There is, of course, always a price discussion. My position as a supplier has changed in this, but I knew that beforehand."

AgroFair believes wholeheartedly in organic products as stipulated in the EU organic regulations. "The organic sector has developed enormously. Qualitatively, it is increasingly adopting a conventional approach. This is a good thing. The sector is becoming larger and more professional. This, in combination with fairtrade, only means more opportunities on the market. It is a good thing that many supermarkets are working on reducing the use of plastic. We support unpackaged products so long as the packaging does not contribute to the quality or shelf life of the product. We do still, however, have to think carefully about alternatives. Laser burning is a nice technique, but it cannot be used on all products yet. This technique also limits you to an in-house or private label. In this day and age, you cannot do without a barcode. We, however, welcome all alternatives to achieve a reduction of plastics."

In the short time that Martin has worked for this company, based in the Dutch town of Barendrecht, he has become even more convinced that he made the right choice. "In everything AgroFair does, we are on the lookout for social, sustainable projects and products. With our pioneering spirit, we look for the projects and products that will improve the situation of the local population. It is not about the sticker; it is about the story. It is ingrained in the company's DNA. This is why growers cooperatives from various countries hold 30% of AgroFair's shares. We are not afraid to stick our necks out. This makes working in sales here a challenge and a pleasure every day", concludes Martin.

For more information:

Martin Pietersma

10 Koopliedenweg

2991 LN Barendrecht

Tel: +31 (0) 180 643 979

Mob: + 31 (0) 623 911 305