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Germany’s fresh food markets are expanding their trade fair strategy

It promises to be an interesting year for the fresh food market association GFI Deutsche Frischemärkte e.V and its 16 member wholesale markets - with new focus on a specific buyer segment.

Next week, the Fruit Logistica opens in Berlin. For 19 years the GFI has taken part in this, the world’s leading fair for the fresh fruit trade, and has become an established name in the sector. At this year’s joint stand 10 wholesale markets will be showcasing their function as modern, versatile and high-quality trading and logistics platforms.

“In 2020 we are expanding our fair trade activities to include the Intergastra in Stuttgart and the Internorga in Hamburg,” says Boris Schwartz, chairman of the GFI board and facility manager of Munich Markthallen. “At these major fairs for the out-of-home business, our markets will be demonstrating to trade buyers that they are excellent sources for supplies. That is also the reason why we have updated our fair stand to match our “Vitamin G” campaign. This guarantees instant recognizability on all relevant trade platforms.”

The new strategy is a response to the way in which the wholesale market business model is developing. As Boris Schwartz says, “For many years our market traders have noticed a change in the relative shares of customers who collect and those who take delivery. The food services segment is a growth market. Our market traders have numerous competitive advantages when doing business with restaurant chefs and bulk buyers. In terms of produce, they win on selection, quality, freshness, sustainability and regional sourcing. The customers also appreciate suppliers who are local, are close to the growers and provide a first-rate service that combines great flexibility with problem-solving skills. One of the other big benefits is that the wholesale market is an independent buying platform and our market traders are thus in a position to offer customers practically any product they want for delivery the next day.”

Please visit the German fresh food centres at the Vitamin G stand and learn more about the revitalizing effects and variety of our urban food range.

Fruit Logistica - Hall 21, Stand E-09
Wholesale markets: Berlin, Duisburg, Essen, Frankfurt, Hamburg, Hannover, Cologne, Mannheim, Stuttgart, Munich

Intergastra, Stuttgart, 15th to 19th February, Hall 1, Stand 1I71
Wholesale markets: Berlin, Frankfurt, Mannheim, Stuttgart, Munich

Internorga, Hamburg, 13th to 17th March, Hall B1 upper level, Stand 311
Wholesale markets: Berlin, Bremen, Hamburg, Hannover, Duisburg, Essen


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