The number of wholesale markets is dwindling. To Dutch exporters targeting this group, this means losing business. Exporter Aart Hak, I.F.P. Holland, explains how he is dealing with change. I.F.P. Holland, (I.P.F. stands for Independent Fresh Partner) is a trading company dedicated to the export of fresh produce. Its customers still inhabit foreign wholesale markets, mostly in Germany. The company is adamant about sticking to this group; it’s not interested in smaller retail. Aart Hak acknowledges that this unwavering attitude is increasingly difficult. “But you need to deepen your clientèle, stick to quality.”
Instead of branching out, Aart Hak thinks the secret is in the nature of the produce. “We want to sell things that nobody else has, things you wouldn’t find in bulk. You could say that specialities are our speciality. By doing it that way, I expect our company will keep its niche.” Hak is still targeting Germany, although he keeps an eye open for other venues. “You cannot deny that the Germans are getting increasingly self-reliant. You have to take that into account. You have to keep tracking the market, change your strategy accordingly.”
Another exporter, Piet Solleveld from Maasdijk, is also convinced he has a future. “But you have to keep a lookout. We ventured onto the Russian market, made a lot of money there, but withdrew when the time was right.” The company established by his father, P. Solleveld Export B.V., is doing well now, with fresh produce finding its way to Germany (85%), Denmark (10%) and the Baltic (5%).
“We, however, stay away from wholesalers; we accommodate another market segment. There are so many places outside mammoth retailers like Aldi and Lidl that will take our produce. You just need to look for them.”