"Nuts and dried fruits deserve a better place in the supermarket"

Jan Jelders

Wide assortment
"Our goal is to double our turnover within three years," says Jan. "This is why we invested in more staff for sales, a new corporate identity and logo, a new website and regularly bring innovative products to the market. We are a specialist in packaging and often suggest new ideas to our customers. We also make our own healthy mixes as far as products are concerned. Our range is very wide, with around 300 to 350 different products. We still package a lot manually, a conscious choice as we can work more flexibly like that. Because we are processing increasingly large volumes, new investments in machines are planned. The products come partially from direct import and through specialised suppliers. NDFC is mainly a packager. Customers can also offer labels. We cooperate with Megaflex for this." 

Healthy snacks
Jan sees that packaging is becoming increasingly important as the sector develops. "A good appearance will lead to more purchases." The owner is full of good ideas. "Over the coming month we want to focus more on new concepts. An example of this is healthy snacks for children. They are often given something unhealthy. You can go many ways with dried fruit, including shapes. This is great as a snack. We also want to focus more on schools and petrol stations for example. Healthier snacks are needed there too." To present some of their products directly to the consumer, NDFC regularly hires a shop or opens a temporary pop up shop in a Belgian town. "We try to bring a market atmosphere and introduce people to these healthy products in a fun way."

Better place
He also believes in retail, but believes that the product group nuts and dried fruit is still treated poorly in supermarket. "Products are almost always just placed on the shelves, but as far as I'm concerned it could be presented more visibly and decoratively. These healthy products deserve a better place in the supermarket! We see a good match with the fresh department."

Something special
Buyers are mainly catering companies and wholesalers from different sectors. "We also supply various hotel chains. They don't want regular 'beer nuts' in their mini bar, so we offer something special. We look for a total solution together with our customer. A good quality, fresh product with an attractive packaging for the right price."

Jan still sees a lot of potential in nuts and dried fruits and the other products that the NDFC offers. "It is a growing segment. Consumers are starting to live more consciously and healthily and this can be seen in their purchases. Compared to the Netherlands, Belgium has some making up to do." The company continues to closely follow the trends. "We have various superfoods, juices and recently organic products too. With the holidays in sight we are also creating combinations in pretty gift packaging."