"In addition to citrus, bananas also sold under Papillon and Cordero"

In addition to the well-known Papillon oranges, Orri mandarins are also currently available. Papillon is not only a citrus brand. Recently, the group has also been selling bananas under the brand. In total, the group ripens about 40,000 boxes of bananas per week. "There are plans for this figure to increase. We have people with expertise that are specialised in ripening bananas in the right way for each customer. The citrus is known for its exclusivity. The paper is wrapped manually by producer Ripoll, both in Spain and South Africa. The company is very selective; only the best growers are allowed to supply their products." Papillon bananas come from Guatemala. "These quality products are selected on the basis of their taste and appearance. The country has a constant microclimate, so the bananas taste great. Another great advantage is the very short transit time." 

The companies under PrimaMundo offer Cordero oranges, of supplier Frutas Morell. "These are not in the top segment, but between the top and the usual citrus brands. We have recently also started offering bananas under this brand. They come from Ecuador, Guatemala and Colombia. These are also Class I products from dedicated suppliers and are in the same segment as the citrus."

Under the brand Kira, PrimaMundo sells clementines produced by the family business Bagu, from Spain. These can be supplied both with and without leaves, depending on the customers' needs. "Other brands under which PrimaMundo sells include Orchidea, for Italian grapes, fennel and soft fruit, and Starclass, for Belgian top fruit and strawberries. Soon a new brand will be added for our convenience range."

Tony has also observed how retailers are increasingly importing more by themselves, "although I believe that a good importer can always continue providing added value. We have access to some exclusive products and brands and we also provide a high quality service. Cooperation with the retail is becoming more transparent, so that's very positive. We must continue developing and retain our added value through innovations in various fields."

He highlights that the group deliberately chooses to work with multiple brands. "This is because it allows us to serve more customers groups. We like to think along with the customer and also focus on other important issues, such as sustainability. This is especially reflected in our transport. We are fully in control of it and it is thus flexible, punctual, refrigerated and naturally sustainable. In the future, we want to focus on our strengths and continue to innovate."

"There is also a trend in the fruit and vegetable sector to sell more under private labels. Brands distinguish themselves with an added value in aspects such as flavour, variety, calibres or origin. Producers who stand out because of their craftsmanship need to bring their added value to the market under their own brands. This is an opportunity for both retailers and producers for the product's added value to be appreciated. This is a market with consumers who deliberately choose their products not only based on their price, but also on their distinctive quality," concludes Tony.

Belgium
www.primamundo.com
tony.debock@primamundo.com