Sign up for our daily Newsletter and stay up to date with all the latest news!

Subscribe I am already a subscriber

You are using software which is blocking our advertisements (adblocker).

As we provide the news for free, we are relying on revenues from our banners. So please disable your adblocker and reload the page to continue using this site.

Click here for a guide on disabling your adblocker.

Sign up for our daily Newsletter and stay up to date with all the latest news!

Subscribe I am already a subscriber
Martin Oudenes launches My Roots & More

"Twenty years ago, I was one of the first to market sweet potatoes in Europe"

My Roots & More is the newest branch on the Dutch root vegetable import and export market tree. "But it's one that's been growing and flourishing for over 20 years," Martin Oudenes points out. He started his home office in the Netherlands on February 1st to focus on marketing root vegetables, like sweet potatoes, carrots, various types of pumpkins, onions, and garlic.

"My company name, My Roots & More, stems from a love for the product. It refers to my roots but also these vegetables. And with 'more', I make it clear that I occasionally branch out to other products, although they're often those the growers I work with also cultivate. By sharing information with growers and customers, you can grow together and ultimately create a win-win situation for everyone involved."

Martin's roots were planted in fruit and vegetable sales at a young age. "From my parents' vegetable patch to my part-time job as a produce department employee at the local supermarket. In my later professional life as a buyer at large international fruit and vegetable sales organizations, I learned what it takes to get a complete daily fresh assortment to parties such as supermarkets and wholesalers," says Martin.

Sweet potato marketing pioneer
"What started 20 years ago as an experiment, importing a few containers of sweet potatoes from the US and Egypt, has grown into a large product with significant volumes. Consumers love sweet potatoes, and I'm extremely proud to have contributed to its popularity. I serve a diverse clientele of retailers, re-exporters, and wholesalers. The current sweet potato market is excellent. The Egyptian season is ending, with decreasing volumes. In North America, the local market is good, so good prices can be made in Europe, especially with Easter coming up."

In addition to sweet potatoes, My Roots & More also works with Shahid El Malika for Egyptian carrot imports. "The old Dutch carrot crop is almost done, Israel isn't offering any, and Portugal's not coming into play due to prices. We'll continue with good carrot volumes from Egypt until June. I'm looking forward to the new red onion harvest from there, too. We've also recently started importing pumpkins from South Africa. Once the European product is off the market, it offers opportunities for butternut squash, muscat pumpkins, and Crown Prince pumpkins from that country," Martin explains.

"Years of learning vegetable traits and what clients want have taught me to recognize the best quality in vegetable products and growers. I have a global grower network."

"They ensure the right product is in the right place at the right time. Market and growing season know-how also helps when we must switch to plan B due to changing weather conditions somewhere in the world," says Oudenes.

First-class for the price of a second-class ticket
"My low-cost structure means I can offer buyers riding the proverbial train a first-class window seat for the price of a second-class ticket. To keep prices as low as can be, most containers go directly from the port to the customer. By selling mostly direct loads or only full pallets, we can keep costs as low as possible. For a small working inventory, I use local cold store facilities."

With 20 years of experience in the fruit and vegetable sector under his belt, the time was ripe for Martin to start his own business. That decision was not purely based on ambition. "Three children on my wife's side of the family have Huntington's Disease. We may need to be ready to support the family in the future. It's nice to be able to manage our own time. Plus, seeing our child grow up is important to me," he concludes.

Earlier, Martin (left) participated in the Dam-to-Dam run to help find a cure for Huntington's Disease. "We're always raising funds to help eliminate this disease; feel free to contribute at," he implores.

For more information:
Martin Oudenes
My Roots & More
3 Benedenheulseweg
2821 LR, Stolwijk, The Netherlands
Tel.: +31 (0) 182 717 180
Mob.: +31 (0) 622 442 981
[email protected]

Publication date: