Extreme price increases
and ongoing uncertainty characterize the current situation in the German and international fruit sector. The current challenges are also becoming increasingly noticeable at the Düsseldorf wholesale market, observes Christian Hoffmann, Managing Director of Becker & Wermelskirchen, based there.
Local wholesale market traders are also looking with concern at the current war situation in Ukraine. "Although it is, of course, primarily hitting the grain and oil sectors, fertilizer, for example, has already become a lot more expensive. So, normally, this year's season should also see significant price increases for domestic fruit and vegetable products. However, I am of the opinion that fruit and vegetables have already been marketed too cheaply for years and that appreciation of the product is often lacking," Hoffmann says.
The stand sales at the Düsseldorf wholesale market. Becker & Wermelskirchen is the exclusive supplier of premium brand SanLucar at the Düsseldorf wholesale market. Among the top-selling items are Lusar clementines and loose vegetables.
Revival of the wholesale market
Shortly after the Corona outbreak in April 2020, of all times, long-time employee Christian Hoffmann took over the management of Becker & Wermelskirchen. Under his leadership, the refrigerated space was expanded and neighboring company Hausmann was acquired. "Shortly after the handover of the baton and the Corona outbreak, all hell broke loose at our company. As the weekly markets and specialty retailers became busier. We, wholesale marketers were needed more than ever. During that period, the wholesale market flourished. Then came a rather shocking turning point," says Hoffmann looking back on the first year of Corona. In January 2021, he says, the decline began, although since then a renewed upward came about.
Planned product range expansion
Meanwhile, preparations for this year's asparagus and berry season are already in full swing, Hoffmann states. "Dutch asparagus are already meeting with a good response, strawberries are still too high-priced in terms of marketing." To offer existing customers additional value and appeal to potential new customers, Hoffmann has decided to further refine certain products. "We are in the process of installing a Hepro peeling machine and an associated packaging line in the hope that we will appeal to a slightly different clientele," Hoffmann says, describing the basic idea behind the product line expansion.
"We are living in a time that is anything but easy and we have to fight our way through somehow," Hoffmann says about the current situation. "Still, I expect 2022 to be more of a normal marketing year, assuming we can get the price increases passed on to some extent and the consumer actually wants to spend money on high-quality fruits and vegetables."
More information:
Christian Hoffmann
Becker & Wermelskirchen Fruchthandelsgesellschaft mbH
Großmarkt Düsseldorf
T: +49 2114 220 970
M: +49 173 8354 228
[email protected]
www.becker-wermelskirchen.de
