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Javier Manrique, Prime Fruit Mexico:
"The logistical advantage of Mexico is its short transit times to Asia and Europe"
Prime Fruit began exporting bananas from Mexico to Spain about eight years ago. Although at first this was its only market, with great effort and determination the company has become the largest banana exporter from Mexico to the markets they currently supply in Europe, Asia and the Middle East. In addition to bananas, Prime also exports pineapple, avocado, mango and lime.
"Spain was our starting point. We now continue with the Netherlands, Italy, Russia and Germany. In recent years we have developed markets in Singapore, Korea, Malaysia and Japan, as well as some others in the Middle East. Our current exports from Mexico rise from 80 to 90 containers weekly to different markets in the world. Also, we´re interested in targeting our growth, through presence in markets such as Hong Kong and other countries in the East and Middle East", explains Javier Manrique, commercial director of Prime Fruit. The company has forged strategic alliances with its partners in each country, developing a single line to place Mexican products within the final consumers' favour.
According to Manrique, their success is based on several factors, including the privileged geographical position of Mexico compared to other countries in Central and South America that have longer transit times to these markets" The logistical advantage of Mexico as a country is its short transit times to Asia and Europe," says Javier.
Prime´s director explains that because many ports are the first point of entry from Mexico to these continents, it helps them arrive with more freshness and quality of their products. He emphasizes that the philosophy of the company is not simply to get to know Prime Fruit as a brand. Parallel to this they strive to boost the presence of Mexican high quality products such as mango, banana, pineapple and avocado in international markets supported by a worthy and solid service, so that the final consumer has another vision of the Mexican origin. He adds that the added value of the fruit of Tabasco is distinguished by a long green life, this guarantees freshness and quality even with transit times of 45-50 days. Such quality is based on the rich land of the country, the good culture of their producers and vigorous quality and innocuity controls in which Prime Fruit collaborates.¨
The company cultivates bananas all year around, and they try to keep their prices stable giving their customers trust and security in their products and services. 90% of the company's operations are under contract with fixed volume and prices all year around, despite the shortages that other countries are suffering now. "The banana market is becoming increasingly expensive because of the innocuity problems from different origins. Our philosophy of how we do business is focused on building long-term loyal relationships with our business partners, winning together the final consumers preferences", mentions Javier Manrique.
Asia Fruit Logistica
Prime Fruit has good expectations for the near future in Asia and hopes to strengthen and grow its current relations with trading partners in the continent to promote their products and increase the presence of Mexican fruits in Asia. Prime Fruit will participate in the upcoming Asia Fruit Logistica in Hong Kong, where they will meet with their customers and develop new relationships, for what they have always gone hand in hand and been supported by various institutions of the Mexican government.
This company will be present during the Asia Fruit Logistica at Hall 3.2 booth N-25.
For more information:
Javier Manrique, director comercial
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