The German lamb's lettuce harvest is currently in full swing. "Unfortunately, we have had quite a few quality issues so far, as a significant number of our producers have had to contend with excessively wet fields. Not only in Baden and the Palatinate, but also in the Freiburg area. Although there were no prolonged periods of rain this year, there were isolated but heavy downpours," reports Andreas Frey, vegetable wholesaler at the Karlsruhe wholesale market.
© Hugo Huijbers | FreshPlaza.com
Three highlights in Frey's winter range: from left, Belgian flower sprouts, watermelon radish or "Red Meat" from the Stubenbordt farm in the Palatinate, and regional lamb's lettuce.
To make matters worse, it has been relatively dark lately, so most of the lamb's lettuce is too small. Frey: "In terms of marketing, we see a divided picture: On the one hand, there are customers who still buy the smaller lamb's lettuce, even though the produce does not currently meet their usual standards. On the other hand, we also offer produce from a grower who has only suffered slight water damage and is therefore offering coarser lamb's lettuce. This is where our broad portfolio of producers pays off once again."
© Hugo Huijbers | FreshPlaza.com
Andreas Frey shows Baden physalis from OGA-OGV.
This year's lamb's lettuce campaign officially began with the first deliveries in mid-October. The price structure to date has been slightly above last year's level, Frey continues. He does not see any significant competition from greenhouse produce, pointing to the major differences between the two products. "Outdoor lamb's lettuce is much firmer and more popular in our sales area. Interestingly, however, there are also regions in Germany where the softer counterpart, whether grown outdoors or in greenhouses, is more popular. In this respect, both products have their place." Depending on the weather, outdoor lamb's lettuce is usually available until March.
According to Frey, lamb's lettuce is still considered an exclusive vegetable. "We continue to see a significant boost in sales around Christmas and other holidays. Many consumers are less price-conscious then than during the rest of the season. As a result, demand can fluctuate wildly, making it difficult for us to achieve any continuity in our marketing. We try to counteract these gaps with well-thought-out promotions."
© Hugo Huijbers | FreshPlaza.com
Another eye-catcher in the current goods receipt: colorful Swiss chard.
Frey also currently offers regional flower sprouts or cabbage roses from its Palatinate production partner Zapf. "We act as the exclusive marketing partner here and have been able to win several well-known customers in recent years. As in previous years, we started the marketing season in the first week of November. In addition to regional produce, we also offer Brussels sprouts from Belgium, which are around 20 percent cheaper. However, we have found time and again that quality-conscious customers in particular specifically ask for regional flower sprouts. It is our job to truly live up to our motto, 'Fresh from here'."
© Hugo Huijbers | FreshPlaza.com
Gourmet carrots
Expansion of capacity and product range
Gemüsebau Frey GmbH has been based at the local wholesale market in Karlsruhe for many years and has established itself over time as a reliable partner to regional and now also national food retailers. Not only the premises but also the entire product range have been continuously expanded and consistently adapted to today's standards. A central component of the company remains contract farming, which is based on clearly defined specifications. These include the choice of variety as well as taste and sensory properties and requirements for color, shape, and appearance. This ensures that products such as the company's own gourmet carrots reach customers exclusively in a quality that meets their high expectations in terms of freshness, aroma, and appearance. "As the company name suggests, we originally come from vegetable farming," explains Andreas Frey. "However, we have long since ceased to be a traditional vegetable wholesaler. Today, we also offer a wide range of fruit: one of our seasonal specialties, for example, is our Rotkehlchen, our quality brand for Spanish citrus fruits. We are now gradually starting the new season and are clearly focusing on direct imports."
© Gemüsebau Frey GmbH
To meet the increased demands of the trade and its own quality philosophy, Gemüsebau Frey GmbH has significantly expanded its storage capacities in recent years. It now has almost 3,500 square meters of modern storage space and 15 truck loading ramps at its disposal, including several specialized temperature zones that enable optimal freshness to be maintained for each individual variety. This technical expansion forms the basis for ensuring that sensitive goods can be stored and delivered under the best possible conditions at all times. In addition to state-of-the-art technology, the company focuses on one thing above all else: the careful handling of goods and the commitment of its employees. "It is the combination of expertise, precise logistics, and human care that enables the level of quality for which our company is valued throughout the market today," concludes Frey.
For more information:
Andreas Frey
Gemüsebau Frey GmbH
Karlsruhe Wholesale Market
Phone: +49 721 61 41 19
[email protected]
www.gemuesebau-frey.de
