Starfresh Liege, a merger of Haenen, Pons and Koonen

In 2015, Achiel De Witte decided to merge the two wholesalers from Liege: Haenen and Pons. The following year, the company was renamed Starfresh, and in early 2017, the wholesaler Koonen has also joined Starfresh. Branch Manager Guy Haekens explains that he has been active for over 25 years in Liege. "Over the years, the number of fruit and vegetable traders in the market here has been greatly reduced. Today, there are already fewer than five. Since the merger, we have been based in new and larger premises, in the former property of Thiry Liege." The building takes about 8,000 square metres and the total floor space reaches nearly 30,000 square metres. Starfresh has recently invested in two new banana ripening rooms. "Moreover, we have recently obtained our ISO 22000 and the 014 and 039 control self-assessment certificates."

Guy Haekens with one of the group's most popular brands.

Many similarities

Pons and Haenen belonged for some time to Group A. De Witte, but worked until 2015 as separate businesses. "There were increasingly more similarities. We had mostly the same products and customers and drove the same routes near Liege. It was therefore a logical step for the companies to merge." The customers of Starfresh are mostly retailers, small wholesalers and supermarkets.

Trust

Guy was formerly manager at Pons and has plenty of experience in the fresh produce sector. "The most important development I see is the decline of small retailers and market traders. Large distributors (retailers) have experienced a considerable growth. There are a lot less people shopping locally than in the past. There are some customers who we have actually never even seen. Sometimes I find it regrettable that it has become less personal. This does not mean that customers are less loyal. They have such trust that they can apparently make their purchases 'blindly'. Moreover, you, as a supplier, may occasionally make a mistake with the delivery, but it won't be accepted if it happens several times. Such things can make or break the bond of trust with your customers." The last major change he mentions is the decrease in the total volumes. "In the past, customers bought more at one time, but nowadays, you need more buyers to market the same volume."

Strong group

The branch manager says that you, as a company, can grow mainly through acquisitions or by growing with current customers. "Finding new customers is becoming increasingly difficult nowadays. Who is creating a new fruit and vegetable business today? We have the great advantage of being part of a strong group like Group A. De Witte and we are able to supply any fruit and vegetable-related product. Having a wide range is a great asset for a business; you need to be able to offer everything. With a small range, you won't survive. Many of the traders that have disappeared were offering only one or a few products." Guy is optimistic about the coming years. "We continue to do our best, and commercially speaking, we must remain active. Customers will not just come to you; you have to do your best to attract them."

For more information:
Guy Haekens
Starfresh Liege s.a.
Rue de Droixhe, 12
(Marché de Liège)
4020 Jupille (Liège)

Belgium
Tel: +32(0)4/362.64.10
Fax: +32(0)4/370.29.34
www.starfresh-liege.be
guy@starfresh-liege.be