Marketing Mexican fruit worldwide - that, in a nutshell, is what the Royal Halo Group's Director, Ricardo Hernández, does. "We have offices in Amsterdam, in Wan Chai in Hong Kong, and in Nevada and Illinois in the United States. Our goal is to supply these markets every week. We want to supply them with avocados, bananas, limes, mangoes, and other exotic fruit."
"With this in mind, we are striving for the improvement, education, and support of Mexican communities. We want them to grow new products. In this way, we are contributing to Mexico's social and economic development," he explains.
To this end, the Royal Halo Group works closely with three different growers associations. They are from the Mexican states of Tabasco, Chiapas, and Michoacan. These associations are good for a total acreage of 10,000 hectares of fruit. "The acreage in Mexico increases every year. The fruit can be compared to, for example, fruit from Ecuador and Costa Rica. Some of our affiliated farmers are also GlobalGAP and Rainforest Alliance certified", says Ricardo.
In Rotterdam, Royal Halo receives bananas and limes every week. In season, this is supplemented by mangoes. This year's objective for the company is to get a larger area organically certified. "Mexican limes are the best you can find on the market," he says.
"With our bananas, we can, unfortunately, not always compete with other countries' price ranges. These countries include places like Ecuador and Costa Rica. Our sales are, however, increasing year on year."
"We also have high expectations for banana exports to China once that market is officially open. We are ready to meet the Chinese market's demands. That is now that the protocol between our two countries has begun this year", continues Ricardo.
All of the Royal Halo Group's fruit is cultivated, packaged, and send via its eight branches and its head office in Mexico City. Ricardo considers their greatest future challenge to be positioning their brand further on the global market. They must also adapt to market trends.
"We want to start cultivating melons too. This will be in collaboration with the largest grower in Mexico. This farmer in situated in Central de Abasto. We also want to sell other exotic fruits via our sales offices in Holland and Hong Kong. This is all with the aim of helping our growers compete on the world market," this company's Director concludes.