fruit cooperation spreads their wings to Asia, Middle East and South America
Profits for Fruitmasters despite decreased value of Citronas property
The positive mood was added to by the fact that growers have continued to have good years and developed new markets for trade of Dutch product. The central approach of Fruitmasters is also beginning to bear fruit.
Focus on market expansion
In recent years Fruitmasters have strengthened the relationship with their customers on the Dutch and West European market by supporting innovative concepts and closing track and trace. Last year's new concepts were well received and in addition Prestige, Zonnigfruit and Best of Berries added value to the soft fruit produced by Fruitmasters growers. OER fruit ensured unique promotion of top fruit. The Kanzi variety remained an attractive apple for consumers and received wide publicity which helped increase brand awareness throughout Europe. In 2013 Fruitmasters searched for new markets abroad more than ever, in Asian countries, the Middle East and also South America.
Turnover and profits increased
During the annual general meeting on 23 April the results from the last year were presented for approval by members. Fruitmasters spread their wings in 2013 and will continue to do so in 2014. Net profits rose by €53.000 to €656.000 in 2013 despite devaluation of their (rented) premises in Rotterdam. Sales rose by around 8% to€208.538.000 in 2013.
Look back
The heavy frost in 2012 and cold Spring in 2013 had the effect of their being a lower volume of top fruit available although prices were good. Decreased volume caused operational difficulties and put pressure on supplies. The main focus was trying to lower the cost and optimise processes by saving on purchases of goods and services. Central activities, (cooling, sorting and packaging), were increasingly diminished. The goal of Fruitmasters is to maintain a higher payout to growers rather than make the highest profit possible for themselves.
Investing in the future
Last year and also in the coming years Fruitmasters focus remains on investing in their central infrastructure so that costs can be decreased. New national and international markets are sought and a new pre-sorting machine will be purchased which will work more efficiently and also help meet the wishes of customers. The new pre-sorting machine will be able to select apples by size, colour and weight and also distinguish on various quality aspects. This will help define Fruitmasters from their competitors and offers more value to their customers.
Cooperative entrepreneurship
Cooperative entrepreneurship has a future. In 2013 members voted, by a large majority, to the simplification of the cooperative structure of Fruitmasters. During the annual general meeting on 23 April, three commissioners were re-elected to office: Mr B J van Westreenen, Mr F M Westreenen, and Mr J W Grievink.
In 2014 it will be 110 years since the auction clock was first used in Geldermalsen. During that time Fruitmasters has grown into a facility and logistics centre and an indispensable part of the fruit market. With more than 400 affiliated fruit growers, Fruitmasters brings Dutch quality fruit direct from the source to end users both home and abroad.