Nowadays, many people want to forego the stress of shopping in brick-and-mortar stores, opting for ordering food online. This development goes hand in hand with the steady growth of the convenience sector in Germany, which specifically addresses the needs of modern, small households. Mirontell fein & frisch AG covers these two important aspects of the trade with its fruit salads and other fruit creations, which are marketed -among others- via online retailer Amazon Fresh.
"Our current operation grew out of a classic fresh service, i.e. a trading company. Originally, we were responsible for supplying the hotel industry in Berlin," says Rick Marwitz from Mirontell. "Regarding finished fruit salads in large packs (5 kg) we saw a gap in the market that we wanted to fill. Thus far, there were only a few companies in Europe that covered this product. We wanted to include the salads in our program, but we were unsure of the quality of the available products. Then we got the idea to make the salads ourselves, and that's how things got started."
"First of all, we sold our products to our regional customers, later on to other other trading and wholesaling companies, and then we finally decided to switch completely to the production of fruit salads for wholesalers and retailers. For this, we built a factory in Großbeeren and since then we only produce fruit salads." The retail trade has meanwhile dropped out, except for the Edeka. Instead, the main focus is now on online commerce, which is showing a strong growth in Germany and globally as well.
"We put a lot of effort into this market, and personally, we care a lot. Retailing is often about the cheapest prices, but that does not necessarily mean that it's the best quality." When buying via a platform on the Internet, trust in the manufacturer is very important: "If you do something, you have to do it right. This means that quality is our highest priority and we want to deliver products that we would enjoy ourselves. That leads to the fact that many people are willing to pay a reasonable price."
Mirontell products can be ordered through their partner Amazon Fresh in Berlin, Hamburg and Munich. Mirontell has also launched the MyFruitsNow brand, especially for working with Amazon.
If you would like to get to know the Mirontell company better, just visit them at Fruit Logistica 2019, 06-08. February, in Berlin, in hall 21 at booth C11.