There will always be a place in international markets for multi-produce export-specific marketing businesses, according to newly formed fresh produce company, Kingfisher Fresh International.
Managing director Andrew Grantham admits that, while there has been a trend towards major production companies handling their own sales globally, he has found that having one central point handling several category portfolios makes it easier and more convenient for retailers at the end of the supply chain.
"From my experience retailers want the least amount of phone calls or emails in a day to sort out their business," he said. "If they are speaking to one particular exporter from South African citrus (for example), one for South African grapes, or Egyptian citrus etc. Then if they are speaking to me for 5-6 different ones, without a massive expenditure - that would be a win-win for both the supplier and the retailer/importer, because they are busy people. We will deliver only really good brands, so we can make it so much better on marketing and promotional activities."
Andrew Grantham at Asia Fruit Logistica
Kingfisher Fresh International has only been trading for two months, and is currently working with 5-6 brands across South Africa, Kenya and Egypt, with offices in Malaysia and Taiwan. Mr Grantham says the aim is to not only facilitate deals, but also become brand ambassadors.
"We are endeavouring to find the best brands out there to market," he said. "It is going to be an uphill battle from the point of view from the supplier, but when a couple of brands come on board then the customers in Asia, whether they be wholesalers or retailers, can expect a very good offering."
Kingfisher Fresh International will initially mainly focus on citrus, avocados and grapes, with companies across the world to help ensure year-round supply. Although the company does not have exclusivity over any of its brands so far, Mr Grantham admits that there is potential to form new brands, as a lot of brands are already established with other companies in the market.
"We are always looking for new suppliers from, say California, or the rest of the USA or Canada, for blueberries and things that are important for our customers in the Asian market," Mr Grantham said. "We know what they want and the demand."
He adds that having one central marketing company allows continuity and development of ongoing relationships, across the different brands of produce, as trusted contacts have already been formed. It also takes away the logistical cost of having staff located in established offices in the market, which can sometimes be for only seasonal supply.
"We are promoting the best brands, so they are coming to us to ask for them, so the offer that we have is better than most," Mr Grantham said. "There's not just high demand for one or two, but most of them, and that can ultimately bring better sales for other suppliers that we are doing promotion and marketing for with the wholesalers in say Hong Kong or China. There's a levy in between, but hopefully that can be justifiable to both exporter and retailer."
Mr Grantham says it will be a gradual learning process for Kingfisher Fresh International in finding its feet as a one-stop shop, ensuring they are targeting the key players with consistent supply.
"Even when we talk about supply, we are not talking 1,000 containers a year from one supplier," he said. "We have to build those relationships throughout. It might not work; we might do five containers with them and find that it does not work, or they are not packing the right quality, or there's an issue with documentation or finances. Therefore, it is step by step, we need to test the waters."
For more information:
Andrew Grantham
Kingfisher Fresh International
Tel: +886 966025710
+44 7703727159
Email: andrew@kingfisherfresh.com
www.kingfisherfresh.com