In mid-August, the busiest stores of the Central Fruit and Vegetable Market of Athens are those that supply the HO.RE.CA. sector. That is the case for Menelaos Fresh, one of the biggest stores in the Athenian Market. Despite the vivid scene and the constant movement of pallets, there are very few clients around. "Do you see any buyers? No, there are only product pallets and our staff. Orders and sales are conducted by phone. Our buyers are in their offices, at the tourist sites of Greece," says Mr. Menelaos Tzouris, co-owner of the company, which specializes in imported products.
© Menelaos Fresh
"As for exotics, June was quite good in terms of sales volume, while July was moderate. In August, we were somewhat surprised by the slight price pressure we faced along the supply chain. Our prices are influenced mainly by European Markets, such as Spain and the Netherlands. In fact, we did not expect any price pressure. Normally, during August, prices increase notably due to high tourist arrivals and mobility. September will mark a turning point for our business. Then, tourism decreases, people return to their homes, the origins of orders change, and buyers start visiting our facilities to do their shopping," says the Greek importer.
© Menelaos Fresh
Mr. Tzouris notices an increasingly clear division in the market. "One side does not care so much about the product's appearance. Normally, this is the HO.RE.CA. sector. Merchants that supply such stores tell me: 'Limes – I don't care about the color, as long as the fruit is healthy.' 'Mushrooms – come on, they don't need to be absolutely white,' 'Sweet potatoes – let them be crooked. Don't bother.' Hotels see only prices. I have clients who supply such stores, and they tell me they just compare product catalogues and pick the one with the most competitive price."
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"On the other side, there is the market segment that gives special consideration to premium or branded products. For example, we are official distributors of Zespri in Greece, and this summer season we achieved a record increase in our Sungold sales. Brand awareness in Greece is rising. Some other notable examples are Pink Lady apples and Zarem mangoes."
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"Menelaos Fresh's strategy is to firmly associate itself with high-value brands in our customers' minds. This is not easy to achieve, but we have already managed it with several products, including, to name a few, Ζarem mangoes, Eco asparagus, and Cato baby vegetables. We want people to know that here they can find the product they know and trust—and that they can find it only here. This builds long-term, trust-based partnerships, and we focus on developing this exclusive brand selection," Mr. Tzouris emphasizes.
For more information:
Menelaos Tzouris
Menelaos Fresh
Tel: +30 210 482 9333
Email: [email protected]
https://www.menelaos.gr/en/
