The traditional Christmas business is now gradually picking up speed. In addition to unusual items, high-volume products such as cucumbers and tomatoes are still in high demand. "When it comes to vine tomatoes, we exclusively use the tried-and-tested Natura produce from the Netherlands, which fortunately is available in sufficient quantities. Prices are also reasonable currently, as Spain is pushing prices down slightly," reports Murat Günes, managing director of Westfalen Frischdienst GmbH in Hamm.
The Westfalen Frischdienst GmbH team during a visit by FreshPlaza.de in December 2024. From left to right: Murat Günes, his wife and managing director Sultan Günes, son Michael, and a long-time employee.
Price increases shape the cucumber market
When it comes to cucumbers, however, Günes is taking a two-pronged approach. "Depending on the supply situation, we use the last Dutch cucumbers or produce from Spain. The Dutch cucumber season is now slowly coming to an end. This is also reflected in the price: in weeks 48/49, prices rose by 30-40 percent. Meanwhile, the quality is consistently good, regardless of origin."
His son Michael (left) is now focusing more on the sale of exotic produce to both private and commercial customers.
Expansion of the exotic produce selection
As a regional wholesaler, Westfalen Frischdienst GmbH primarily supports restaurateurs and retailers in the eastern Ruhr area and Westphalia with advice and assistance. The wide range of products is constantly adapted to the changing needs of its clientele. Günes: "Since last year, my son has been increasingly involved in the distribution of unusual exotic fruits and has gradually expanded the selection. We often include these exotic fruits – whether coconuts, mangosteen, granadilla, or physalis – in our advertising and distribute them to both private and commercial customers. Thanks to good relationships with well-known importers, we have also seen fewer problems at the procurement level so far. The exotic fruit market is strongly influenced by short-lived hype on social media, Günes continues. "We are currently seeing very high demand for salak, or snake fruit."
Facade of the cash and carry in Hamm
Entry into daycare delivery
All in all, Günes looks back on a challenging but successful 2025 financial year. "Due to the turmoil of war and cost increases, we are still seeing a lot of unrest across the board in almost all sectors. Customers remain quite cautious, which is also reflected in their purchasing behavior." For his company in particular, this has led to a decline in sales with certain customers. "However, we have been able to compensate for this by recently starting to supply daycare centers within a radius of approximately 100 km. In this respect, annual sales have remained roughly stable."
Meanwhile, the lack of space at the current location requires strategic decisions. "In relation to the size of the premises and storage capacity, our product range is technically too broad (FreshPlaza.de reported). Over the past two years, we have steadily reduced our product selection. At the same time, however, new products have been added so that we still offer a total of around 4,000 items in stock. But that is also part of the service that people expect from us as a cash-and-carry market," concludes Günes.
For more information:
Murat Günes
Westfalen Frischdienst GmbH
Gallberger Weg 35
59063 Hamm
Tel: +49 (2381) 904 99-10
[email protected]
www.westfalenfrischdienst.de
https://sannyfruits.de/
