While it used to be mostly Asian consumers who were responsible for the sales of Asian vegetables, these days are behind us by now. “We are not losing the Asian target audience, but European retail takes care of the majority of our sales by now,” says Roger Swart from Mitrofresh from Maasdijk.
Roger Swart
The company has its own cultivation of the complete range of Asian vegetables in the Netherlands. “We grow both in the Westland and in Limburg, and we are in control of the entire process, from seed to delivery,” Roger says. “We would’ve preferred to centralise the cultivation in the Westland, but compared to previous years, hardly any square metres of greenhouse are available, and prices for leasing a greenhouse have changed completely. The logistical costs for transport from Limburg are much more favourable to us as well.”
By now, Mitrofresh is finishing the Spanish season of Asian vegetables. “The Spanish season went well. Dutch supply will get started now, and prices are somewhat pressured,” Kas Bahtiri says. The biggest product within the Asian vegetables is still Shanghai pak choy, which is also available in a miniature version. “We have an area of eight hectares available for that.”
Besides Shanghai pak choy, also kay choy, choy sam and kailan are advancing, followed by a number of smaller articles. “Germany and Scandinavia are the most important sales markets for the Dutch season, but we sell throughout Europe. The UK is interested when they are out of local product,” Roger says. “However, our focus is on wholesalers and retail. That’s why we’ve invested in multiple packing machines in recent years, which can pack the Asian vegetables and other products in all possible variants. Per 500 grammes, one kilogram or per two individual pieces. Whichever the customer desires.”
Kas Bahtiri and Roger Swart
He isn’t afraid of competition. “Within the Netherlands there aren’t many specialised companies. We have product from own cultivation available from April to October. In this period there’s some production in Eastern bloc countries, but they mostly supply to the local market, because they cannot meet Western European retail requirements regarding volumes and requirements.”
For more information:
Roger Swart
Mitrofresh
Tel:+31 (0)174 700 272
roger@mitrofresh.com
www.mitrofresh.com