"Distinction through a focus on fewer products"

Distributer Michel is satisfied with strawberry season

Michel NV is a wholesaler from Brussels who specialises in strawberries and other soft fruit. Strawberries are delivered year round, but the volumes during the summer months are especially high. Michel and Stefan Bosmans are father and son who run the business together. "The strawberry season is changeable depending on price and supply," said Stefan. "In March and April there is less due to the duller weather. In the months June, July and August, it was generally good weather and sales ran smoothly."

Stefan and Michel

At the moment there are still strawberries. "They are still lovely, but the quality is a little different from the summer, they still taste the best," Stefan said. "We supply different brands and receive products from multiple vendors so we can deliver to different clients. Our products are sold to other wholesalers, market traders, caterers and bakers."

Focus on a few products
Michel Fruit was established in 1958. In 1989 Michel took over the company from his parents and seven years later came the third generation to the company, his son Stefan. Stefan has worked since he was 17 with his father. "He preferred going to the market over school which made the choice easy," Michel said, laughing. According to him a trader should be distinctive. "The best thing to do is to keep a small assortment and focus on a few products. You should do what you are good at and hone your specialities."

For more information:
Groothandel Michel NV
Stefan Bosmans
Tel: +32 (0)2 241 70 44
GSM: +32 (0) 474 339570

Publication date: Mon 7 Oct 2013