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European Shimeji market tripled

EU: New Chinese Shimeji mushroom export combination formed

How does one create a market for a new product? That has been the interesting challenge Harold Schuurmans of Westland Mushrooms and Jasmine Shu of the newly formed Shanghai Queen Sun Food company have dedicated themselves to over the past five years. Thanks to their long term investment in the European market potential for Shimeji mushrooms, this has now created a pay-off in a tripling of volume compared to last year. Therefore, the introduction of the relatively new Shimeji to the European market can be considered successful. As for most quality mushrooms, the market now is booming. Harold and Jasmine are both convinced the busiest times for the European market are yet to come.

The main products these mushroom professionals are focusing on, are Chinese cultivated exotic mushrooms: brown Shimeji, white Shimeji, Enoki and Eryngii mushrooms. “The brown and white Shimeji is truly a beautiful, strong and tasteful product, that has to be eaten to be appreciated. Yet more and more consumers are eating this specialty mushroom, and appreciation and market acceptance are growing consistently. Under strict growing conditions, the crop follows a very natural development process, which produces a very healthy mushroom,” says Jasmine.

With Westland Mushrooms in Europe being a long-time standing partner for Shu, she decided to team up with a few former colleagues and create the new Shanghai Queen Sun Food Company. She considers this new venture “to be the best way to continue our market together with our customers. I like my job very much and have a lot of passion for what I am doing.” To maintain the same level of service customers are used to, and to create room to even improve further upon that, the best thing to do was to go independent.

“In China, the factory Esunyes is a very modern facility, which assures a stable supply and forms a strong financial partner. Thanks to meticulous management practices, the production and quality of Enoki and Eryngii mushrooms are continuously improved. Meanwhile more and more customers are now asking for them,” comments Harold. “This leads to the conviction that exotic mushrooms, being beautiful and nutritious foodstuff, will conquer their place at the European dinner tables for more and more families,” Jasmine summarizes. It’s with that vision in mind, that Schuurmans and Shu strive to continue to surprise their customers with professionalism in dealing with mushrooms.

While Jasmine Shu takes care of the supply from China, Harold Schuurmans is responsible for further distribution in Europe via the Westland Mushrooms network. There are cultivated mushrooms shipped by container to Holland every week and delivered fresh to clients every day. Christmas is fast approaching and there is enough volume for customers.

For more information:

Harold Schuurmans
Westland Mushrooms BV.

Jasmine Shu
Shanghai Queen Sun Food Co.,Ltd.
Tel: 0086 1592 174 3790

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