Nowadays, many traditional companies in the fruit and vegetable sector are lacking new blood. At Frey Gemüse GmbH, however, a young, innovative managing director has been at the helm since 2012, constantly adapting his company and its range to the changing needs of its major customers. After the generational switch in 2012, Andreas Frey has managed to restructure the company from a traditional vegetable business with a wholesale branch to a complete trading company. The company's latest milestone is the purchase of a new picking area at the wholesale market in Karlsruhe.
Andreas Frey shows corn lettuce of regional producer Zapf Frischgemüse
The production and direct marketing itself is simply no longer profitable today, says Mr Frey. As a result, a complete restructuring of the company has taken place, within just a few years. "Currently we are dealing with 90 percent trade and 10 percent private cultivation. Deliveries -including those to cash and carry markets and over 80 regional retailers- now account for up to 70 percent of our business."
Potato storage of the wholesale company
The trademark of the company is regionality: Products that are normally cultivated in other growing areas in Germany are now offered from fields in the Palatinate. An example of this are pears of the Abate and Xenia varieties: "This year we are offering the Abate Fetel for the first time from the Palatinate, probably until mid-December. Next year, we will continue to expand this product line."
The Xenia pears are mainly cultivated on a large scale on Lake Constance, but Palatinate fruit growers are still growing them as well. "Regarding the Xenias, we are already in phasing them out, gradually changing over to Lake Constance fruits. As long as the Palatinate pears are still on the market, they are the most in demand, despite a higher price per kilo."
Fresh vegetables from regional suppliers
Another hallmark of the wholesaler is its cooperation with regional producer Zapf Frischgemüse, whose vegetables have been marketed exclusively by the company Gartenbau Frey GmbH for about 4 years. Lamb's lettuce in particular is consistently a hit in its assortment: "From the start, our goal was to offer vegetables in the high quality segment. We want to create value addition, so to speak, meaning that we pack the goods exclusively in practical bags, closed by a Zapf label."
Exotic goods at the wholesale market stall
Also, baby spinach will be offered in December, mostly in 100 and 300 gram units. Currently these are is goods produced in tunnels. Starting again in the spring, the growers will be switching back to outdoor goods. However, some products are gradually entering their winter break at Frey as well. "We are currently shipping colorful lettuces from France, and we have found a producer in Egypt for spring onions who will supply us throughout the winter months."
New picking facility
Andreas Frey is proud to show the company's latest milestone: the purchase of a new 1000 square meter picking area at the wholesale market in Karlsruhe.
Two other top products in the regional vegetable segment: soup vegetables and baby spinach
For more information:
Gemüsebau Frey GmbH
Geschäftsführer: Andreas Frey
Waldhof 1, 76889 Kapsweyer (Hauptsitz)
Telefon: 06340 / 20 5 -
Telefax: 06340 / 91 92 12