Nature's Pride is specialised in importing, exporting, ripening, packaging and distribution of exotic fruit and vegetables. The driving force behind the business is founder and CEO Shawn Harris. She happened upon a career in fruit and vegetables when she, with her Finance qualifacations, moved from Wisconsin to Holland. Since the founding ten years ago, Nature's Pride has grown to a company with over 185 employees, which exports over 50 products to 21 countries. Norway and Germany are the main export markets. Around 70% of the turnover comes from export. In reality this is higher, because a number of Dutch customers re-export to foreign end buyers in Russia, East Europe, or the Middle East, for instance.
The road to this position has been rocky. Shawn Harris: "Developing our 'ready-to-eat' concept. Although a simple procedure at first sight, ripening exotic fruits is very exact. Our customers want a constant product with enough shelf life for the consumer and this all year round. This is very complicated because each product has various varieties and countries of origin on different continents. After many years of research, forming agreements with our growers, and tests, we can now conclude that we have optimised the process."
Nature's Pride's main export products are avocados, mangos, and asparagus in all export markets. The latter are imported from Peru outside the Dutch season and supplied to the customer through our country. But there are differences between markets. "A product such as Physalis ( also known as Cape gooseberry, red.) is much more well known and loved in Germany than in other countries. Our Norwegian customers are ahead in the area of ready to eat products. They are also the main buyers of our new product ready-to-snack sugar snaps. They're washed and handily packaged in a 150 gramme bag. The Norwegian consumer eats this as a healthy snack", says Shawn Harris.
The unique thing about Nature's Pride's approach is summarized quite well by their motto 'everything is possible' according to Shawn Harris. "We always think along with our customers and try to find a solution if there are difficult requests. Our whole organisation is full of this attitude. We also believe in putting quality in everything we do. In our products, in the first place, but also the quality of our company processes to realise this. We invested in a unique sorting machine for mangos, which, with optical, infra-red, and acoustic means, checks our ready to eat mangos internally and externally. This way we can guarantee maximal product quality and minimal drop out for out customers."
If she has to point out one trend, it would be making the whole chain sustainable. "Nature's Pride is taking it's responsibility in this. Since founding we've always been very involved with our growers and their local communities, which grow and package our products. In 2006 this resulted in our own 'Ethical Trading Initiative', a document based on the principles of the International Labour Organization. We're now ready to take the next step. Since January 2012 have had a IMO Fair Trade certificate which is called 'Fair for Life - Fair Trade'. IMO (Institute for Market Ecology) is a renowned, international certification institution for organic, sustainable, and ethical controls. With a certificate like this we can guarantee that our products will meet the strict Fair Trade demands."
The sales of Nature's Pride show an overall large increase. The European consumer is discovering what delicious fresh exotic fruits and vegetables are available. Shawn Harris: "Due to our extensive network of growers, with whom we have long term partnerships, many of our products are for sale, fresh in the shops, all year round. Products such as avocado and mango are becoming more known, and are on shopping lists more often. It's important to help the customer on their way though. That's why we mainly sell ready to eat products, which have been ripened by our (rijpmeesters) so the consumer can consume our mangos, avocados and papayas straight away. This makes the product more user friendly and prevents negative product experiences. We also ensure out products have handy and inspiring user information and recipes. A mango, pomegranate or passion fruit is different from a banana or an apple."
www.naturespride.nl
Source: Berichten Buitenland, Ministerie ELI