Fruvital Fruchthandelsgesellschaft mbH

"High vegetable prices are a win-win situation"

This year's extreme heat has affected the vegetable production of Fruvital Fruchthandelsgesellschaft mbH. "Naturally, the extreme summer heat has also led to reduced harvest volumes for our producers," Fruvital CEO Arnold van Vlorop explains. "Especially in the last part of the production period. But nevertheless, by cooperating directly with the traders and producers, we could effectively compensate for these losses.

To be able to quickly respond to any possible problems, the German company puts a lot of value on transparency. "To be able to act optimally in difficult situations, we attempt to work together with our customers and producers as transparently as possible. In this manner, we can work out an approach together that meets the needs of all parties involved," Arnold van Vlorop continues. "Especially in the communication between trade and production, we see ourselves as a kind of transparent communications bridge."

Just-in-time delivery
Harvesting at Fruvital is done by order. Arnold van Vlorop explains: "With our Just-in-time-delivery, we ensure that our products arrive at the customers ultra-fresh - directly to the retail trade and without interim storage."

Win-win situation
"The current high prices are a win-win situation for the producers and food retail trade," the chairman explains. "Furthermore, until the end of the year the prices in the vegetable industry will be stable, because no excessive volumes will have been produced by then." The vegetables of the fruit trading company are produced mostly in greenhouses in Holland, Belgium and Germany.

Sustainability and responsibility
Because the domain of sustainability and fair trade is becoming increasingly important, Fruvital has developed the brand "Fairnature". To do justice to the need for responsible and sustainable handling of resources, we have developed Fairnature," the chairman tells. "We have developed this brand together with our producers, and established it on the market. Our customers in the trade know the value of this brand - also because their customers increasingly value sustainability and responsibility."

Fruvital: added value for customers and producers
The Fruvital chairman further describes: "We would also like to offer our customers and producers additional value from our products. It is our goal to optimally show the inner and outer value of our products. To this end, we have developed assortment concepts which we can apply to our products "365" days of the year. Be it by differentiation between special types, the packaging or a special history of the product.

Quality standards
Through a customer-oriented production, Fruvital is capable of applying their high standards in the production process as well, says Arnold van Vlorop. "Through our own high quality standards, we have achieved an absolutely satisfactory reclamation quota of 0.1 percent. To do justice to our standards in the future, we need to further promote our sustainable production and also support our producers in the future."

Arnold van Vlorop
Fruvital Fruchthandelsgesellschaft mbH
Hanns-Martin-Schleyer-Str. 35, 47877 Willich
Tel. : + 49 (0) 2154 / 88 429 0

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