"Consumers want colour"
Michel Driessens stands completely behind his products. "I've always found health and natural products fascinating and it is essential to believe in them so you can also convince your customers. Alongside onions, dried garlic is an important product. This comes mostly from China where they have the world's largest share of garlic. We also import a lot of other dried vegetables and herbs, such as pepper, leek, carrot, shallots and chives where these products are often used in sauces and soups. We regularly have new product in our selection, such as our recent addition, a natural dye made from pepper extract. This is used to give products colour. Customers want colour so that's what they get."
China and India
The main countries of import are China and India. "Around 70% of our products come from there. To prepare for possible crop failures we spread the risk by having suppliers in various regions." Finding the right suppliers was a real search. "Finding suppliers who produce a safe product is sometimes a frustrating job. Brochures can paint a beautiful picture, but the reality is sometimes very different. Contracts don't mean anything to some companies. In China certificates are available to buy and even we had to go back! Happily we now have many regular suppliers with whom we have built up a real bond. Trust is a two way thing and transparency is very important. I also do this with my customers, and now and again I will take them along to a production country to meet a supplier. We work directly with producers and track everything from the field. Everything is traceable, and traceability is essential for us. We believe it is important that all products meet food safety requirements, so controls are strict and in our warehouse goods are checked and external laboratories engaged."
Social responsibility
Michel takes social responsibility very seriously. "Our most important Indian supplier also puts a lot of value in this. They were recently used as a model company at the world forum in Davos. They scored extremely high for social responsibility and sustainability. The company is very active within the local community and they produce their own natural energy. Of the energy which they use 60% comes from solar panels and their own bio-gas plant. In the short term this costs a lot of money, but in the long term you can see this delivers a lot. InnovaFood have also chosen to put solar panels on their roof. Everybody has to play their own, (however small) part.
Customers
"We import the products and store them here where they are then redistributed to various customers. The most important receiver is The Netherlands and then Belgium, Germany, France and Austria. We serve all of Europe but the economic crisis has seen us less focused on Southern Europe. People often think the quality is good, but do not have the money to spare. We also see opportunities for new markets, and last year we began in Scandinavia and Austria, which is going well and we see lots of potential."
Price fluctuations
According to Michel there are definite price fluctuations, even in dried vegetables and herbs. "Sometimes there are crop failures, and also political situations affecting the price. We try to make long term agreements with growers and have done so with onion and garlic producers for some time and it is sometimes possible with larger producers. We guarantee a minimum price to growers and keep to our agreements even when there are fluctuations on the market, so that relationships remain intact."
For more information:
Michel Driessens
InnovaFood
Industrie Zone Westpoort II
Westpoort 64
2070 Zwijndrecht - Belgium
tel.: +32 (0)3 227 49 94
fax.: +32 (0)3 227 49 95
info@innovafood.be
www.innovafood.be