The Berliner Gemüse Manufaktur has been a household name at Frischezentrum Berlin for several years, and recently the convenience brand was officially patented. The company specialises completely in the production and regional marketing of fresh convenience products and its product range has been expanded step by step over the years. The company is still one of the few convenience providers on the wholesale market, says company founder and managing director Thomas Franz.
Some five years ago, Franz took over an existing production and supply company near the wholesale market. "We decided to continue the fresh convenience production, but wanted to make this division a little more professional. We were then able to rent a space at the wholesale store site and today we employ about 15 people," Franz explains. Also the customer base of the enterprise developed over the years amazingly. "We hardly ever actively approached customers, they mainly approached us on their own initiative."
Two different variations of sliced carrots.
In the first few years, a great deal was invested in machinery and a hygienic protective atmosphere: whether cubes, strips or slices - the vegetables are supplied in all desired cutting types and then packed mainly by machine in flowpacks. "We process a lot of root and cabbage vegetables - carrots, celery, etc. - but we also deliver a lot of cut salads and chopped herbs. Our product range also includes finely chopped salad and vegetable mixes, so that both classic canteen kitchens and upscale gastronomy are served accordingly. For this reason, we also offer hand-cut salads in addition to our machine processing (approx. 80 percent)."
Finely chopped vegetable mixes are in great demand, especially in the upscale gastronomy.
'Daily freshness is crucial'
The Fresh Convenience division is nevertheless incomparable to the classic wholesale market trade, in which the specialist retailer has already been active for many years as managing director of the family-run Früchte Franz company. "In the convenience sector, you have to identify allergens, make nutritional value tables and carry out sampling. Daily freshness is also crucial: it is ordered, then produced and used in the kitchen the very next morning".
The goods are mainly packed in flowpacks, on site.
So far, the demand for fresh convenience has been growing every year at a gratifying rate. If the company continues to develop in this way in the next few years, a considerable increase in capacity and production is already conceivable, Franz confirms. "Of course, we have to orient ourselves to the premises. In the medium term, however, it would be possible to increase production to two or three shifts instead of a one-shift operation." In the second half of the year, the organic certification is also expected to be obtained: "We will first select five to six standard products, such as carrots, celery and onions, which we can continuously supply in organic quality."
Processed red onion in different varieties.
Further marketing potential
So far, Berliner Gemüse Manufaktur is one of the few convenience suppliers at the Berlin wholesale market. "Sometimes I'm amazed, but now we've found out for ourselves that the run-up to the event involves quite a lot of work," says Franz, who is very satisfied with the profitability of his convenience division so far. "We are recording up to 20% sales growth every year. So the need is clearly there in these times of staff shortages and it will continue to grow in the coming years."
For more information:
Berliner Gemüse Manufaktur
Inhaber Thomas Franz
Beusselstraße 44 N–Q
10553 Berlin (Moabit)
Tel: +49 (0)30 39 60 21 -0
Fax: +49 (0)30 39 60 21 -30
Facebook