High-quality products from regional fields, year-round supply capability as well as exotic rarities: those who want to establish themselves in today's fruit trade need a clear strategy and good business relationships in several countries. The new wholesaler Westfalen Frischdienst has made it: This new GmbH based in Hamm was founded about 10 months ago and has already acquired a solid customer base of restaurateurs and wholesalers in the immediate vicinity with a diversified product portfolio from all over the world. According to Sales Manager Murat Günes, the keywords are diversity and flexibility.
In the warehouse of the new LLCReflection
Today's range of the wholesale company is a good reflection of the company strategy, because in addition to Egyptian oranges and Dutch tomatoes, there are also mushrooms from Eastern Europe. Chanterelles, for example, are sourced directly from Russia, Poland and Bulgaria, depending on quality and price. "Last year there were many goods from the Balkan region, but Poland is still paramount. We started this season about 4 weeks ago, some two weeks later than usual. This has everything to do with the current price situation, which is still far above last year's level,'' explains Mr Günes.
Natura vine tomatoes
Due to his many years of experience in the fruit trade, Günes now has business relations from Eastern Europe as well as trading companies in the Netherlands. One of the products currently coming in in large quantities from Dutch growers is iceberg lettuce, as well as the Natura, which belongs to the most important product groups of the company. "The Natura is not the cheapest variety in the trade, but the most stable. That is because their shelf life and quality are clearly very good, which is why the majority of our customers is now going for this variety.''
Gradual expansion
The Westfalen Frischdienst GmbH is still a small company at the moment, but has set itself the goal of growing steadily. Günes is convinced that there are still opportunities in the market, despite the large number of wholesalers in Germany and especially in the Ruhr area. ''We are very flexible and have access to up to 3,000 items.''
Furthermore, the GmbH has set a deliberate strategy from the beginning and focuses for up to 70 percent on catering. ''That's why we also offer baked and canned goods, in addition to our existing fruit and vegetable assortment. In the future, however, we will have to install a small production facility where we can produce our own pre-cut vegetables or convenience goods; there lies the growth market of the future, in my opinion.''
For more information:
Westfalen Frischdienst GmbH
Gallberger Weg 35
59063 Hamm
Fon +49 (2381) 904 99-10