More than 10 tons of pomegranates a day are processed into ready-to-eat seeds at peak times at the Hamburg production facility of FrischFrucht Ltd. Following the commissioning of the modern and highly automated plant in January 2021, the small-portioned convenience fruit has rapidly gained in importance, says Hüseyin Can Olgun, Managing Director of frutal & Co. and exclusive marketer of the product.
In order to be able to supply the growing market twelve months a year, the goods are sourced from various origins and contract farming in Morocco - depending on the season. On the part of the raw material procurement, particular attention is paid to the social certificates, such as GRASP and SMETA. "From the respective countries of origin, we procure both pomegranates for direct sales and the raw materials required for further processing. The procurement situation has changed in two respects: First, producers now only want to work with reliable partners, which we can guarantee by purchasing the entire yield. Second, procurement has become much more difficult due to shipping delays, among other things, which is why we again have to allow for longer lead times," says Olgun.
© frutal GmbH & Co. KG The pomegranate seeds are traded under the Ruby Pearls brand concept: The pomegranate seeds are available in 70-150g to-go trays, as well as in 1-kg bulk packs for further use in the gastronomy and hotel industry. The Europe-wide logistics are handled by a long-standing partner and goods can be delivered almost anywhere within a single day.
The pomegranate seeds are marketed exclusively by frutal & Co., which is why customers benefit from the company's existing expertise in procurement, fruit logistics, traceability and distribution. Accordingly, the pomegranate seeds are available in stores all year round, Olgun emphasizes. "Pomegranates used to be a winter-only product par excellence, but this has rapidly changed. We are currently seeing stable year-round demand for our pomegranate seeds, although there is a clear increase in sales between November and February. Otherwise, we see a pleasing demand from German retailers."
Best before date extension
Despite the impressive production capacity of over 10 tons per day, the focus remains on outstanding product quality in the broadest sense. Olgun: "Our goal is to produce a high-quality product with the best price-performance ratio and to offer a safe product to the buyer. Food safety in production and logistics, as well as social responsibility towards our staff, are top priorities. Before the end of this year, an employee in Quality and Sustainability Management will complete a dual study program in our company, to strengthen our team. Additionally, we are working in close cooperation with a European research group on a natural Best before date-extension of our product."
For more information:
Hüseyin Can Olgun
frutal GmbH & Co. KG
Lindhorster Straße 4
21218 Seevetal
Mobile: +49 (0) 172 6315120
[email protected]
www.frutal-gmbh.de
