"Belgium: "Customers respond positively to our total assortment"

Wholesaler Sebrechts from Antwerp was founded over 50 years ago by the father of Dirk and Karel, the current owners. Together with their daughters Nathalie, Ellen and son in law Bart they are active in selling fruit and vegetables. Nathalie and Ellen did studies in the area of Law and Marketing, but they were more attracted to the fruit and vegetable sector. "We grew up in it, and I wouldn't want it any other way," says Nathalie Sebrechts enthusiastically.

Versatile assortment

The company has offered a full assortment of fruit since the beginning. "Three years ago we started selling vegetables too," continues Nathalie. "We now have the total supply. The transition from just fruit to vegetables was very short and chaotic and took a lot of getting used to. Reorganisation had to be done fast. Now it's very normal for us to have a complete supply. Customer respond very positively to our versatile assortment. "Roger mainly purchases the vegetables at the auction, which I try to follow him in as much a possible. Ellen goes with Karel, her father, to get into buying Belgian soft fruit and Bart focusses on buying exotic fruit in Brussels, together with Dirk. You really need a long learning period to specialise in something."

Many different customer

"Customers mainly like our good price to quality ratio. Many prices vary from day to day and the goal is to supply the best quality. This doesn't always have to be expensive, quite the opposite. The customers are generally informed on the spot about the current prices. "This has worked best for us so far," she explains. "We supply to a lot of different customers, such as tradesmen, retailers, caterers, speciality stores, other wholesalers and restaurants."

Own growers, own import

Sebrechts also has contact with growers that supply their products straight to the wholesalers. "We have our 'own' cherry grower and we also buy raspberries, lettuce, cauliflower, top fruit and tomatoes from growers. This is also one of our strong points. This means these products are supplied as fresh as can be." The wholesaler partially imports their own products from France, Spain and Germany. "We also have our own brand Picnic, for citrus. Only the best citrus is selected for this. The assortment under this brand may be extended in future."

"We started in a small warehouse and have extended hugely. We did this by continually investing. We're happy to have this location in Antwerp. It's central and our customers come from all over," indicates Dirk Sebrechts. "Compared to the past, a lot has changed. The number of sellers has decreased and the companies have grown. The assortment per wholesaler has become more extensive due to this. This is an important evolution and we joined it by supplying a total assortment. In the future we want to continue to do the same and keep focussing on quality and service," concludes Dirk.

Family Sebrechts: From left to right: Karel Sebrechts, Nathalie Sebrechts, Dirk Sebrechts, Ellen Sebrechts and Bart Van Regenmortel

For more information:
Groothandel Sebrechts
Groothandelsmarkt Antwerpen
Kielsbroek 4
2020 Antwerpen
+32 (0)3 237 41 92
[email protected]