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Luxurious full-range supplier successful with great convenience range

Luxembourg: 'FreshCut business by far the hardest'

The trend towards pre-cut goods and convenience products is seen everywhere in the European fruit industry. The suppliers of the German market are also increasingly focusing on products that are easy to prepare.

Luxembourg-based wholesale supplier Grosbusch also targets a large number of German customers in the Greater Trier area with its distinctive and varied range. Despite the many challenges in the convenience business, this traditional company from the Grand Duchy is beginning to gain in importance in the German specialist trade. Since last year, the company cuts not only fruit, but also vegetables on customer request, says CEO Goy Grosbusch.

Director Goy Grosbusch at his booth at the recent Fruit Logistica

Quality assurance
Just like in Germany, the convenience trend that originally stems from the USA has also hit Luxembourg. In general, however, the American supply is still significantly higher today than that in Europe, says Grosbusch. "We've been doing the FreshCut range for more than 8 years and we started cutting vegetables next to the fruit last year. This range is by far the most complex business today, with products that do not keep well, that have a high cost, and for which a great deal of innovation is necessary.” By sourcing new producers in a variety of countries, the company manages to offer the customers a surprising and qualitatively unique product range, where taste always comes before price, says the retailer.

Although the company is headquartered in the Grand Duchy of Luxembourg (approximately 550,000 inhabitants), its market differs only to a certain extent from the trade in neighbouring countries. The high purchasing power in Luxembourg significantly stimulates the sale of premium items. On the other hand about half of the inhabitants have foreign roots, which is why the wholesale trade must show an international and varied product range. The company also has a separate organic brand in its range: Grosbusch bio. “In this segment as well, we are constantly trying to offer new products and we are working a lot with mixed products in a single package. Through our own brands, we give our customers the certainty that they always have perfect quality if they choose our products: great taste and appearance.”

Left: The proprietary brands are already represented in the whole Greater Region. Right: The specialist staff in the Fresh'Cut department

To ensure both quality and quantity, the company is extremely loyal to its producers and values long-term relationships, both conventional and organic. Instead of so-called 'one-shots', Grosbusch relies on trust and good communication with partner companies. Grosbusch: “In Luxembourg, we are unfortunately quite limited in terms of the products and their quantities, since there are only a few Luxembourg producers. As a result, we work together with German producers, among others. This also goes for the bio segment, where Germany offers unique possibilities.”

The passion for the fruit industry is particularly important to Grosbusch and his relatives. Nonetheless, many businesses and retailers generally have a hard time getting youngsters interested in fresh produce, as Grosbusch has noted. “We have noticed that the know-how is disappearing from the scene and we want to prevent that. That's why we try to motivate young people to get back into farming by supporting them, and we've set up the so-called Grosbusch Academy - the first fruit & vegetable school in Luxembourg and the Greater Region (Grosbusch Academy). Here, people can get specialized training and they can get a stable base for doing business.” The enthusiasm for fresh products, however, must already be created in childhood: that is the philosophy of Grosbusch. That's why he launched 'Grosbusch Kids' several years ago, with kids learning about healthy eating and the source of fruit and vegetables in elementary school, in a playful way.

The headquarters of the company in Ellange, Luxembourg

The best of the Greater Region
Grosbusch is a complete wholesaler since 1917, with headquarters in the Luxembourg town of Ellange (about 5 km from the Schengen border triangle). The company is now run by the fourth generation and with its own brands (Grosbusch, Grosbusch Fresh'Cut and Grosbusch bio) brings a diverse range of products on the market: from regional products to exotics. The delivery area encompasses the entire Grand Duchy, as well as foreign areas in France (Metz) and Germany (Trier and Saarbrücken). The bulk of the goods also comes from producers in neighbouring countries. For this Grosbusch cooperates with numerous producers from the Greater Region, who are included in this select circle due to their work and their exceptional products.

In the company warehouse of Grosbusch

For more information:Grosbusch Fruit & Vegetables
Director: Goy Grosbusch
10-11 Zone d'Activités Economiques Le Triangle Vert 
L-5691 Ellange, Luxemburg
Tel : +352 403 703 
Fax : +352 490 080 

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