The competition for small and medium-sized trading companies is heavy, these days. With regional products, versatile packaging solutions and a mixed clientele, however, it is still possible for small-scale companies to survive and even grow in the market, say the managers of Kühling Fruchthandel KG, based in Emstek (Lower Saxony). The family-owned company has been supplying the market with local berry fruit and asparagus for almost 20 years. In addition to this, the company offers growers of fruit and vegetables a wide range of packaging and harvesting accessories.
The hall of the Kühling Fruchthandel
'High quality standards’
In the heartlands of Lower Saxony, peak season has arrived as well. Regional asparagus and strawberries are traded in large quantities. At the beginning of the North German strawberry season, the strawberry quantities on offer were enormously large due to the early summer heat. At the same time, the five growers with which the Kühling company works, are not spared from the tropical temperatures and the subsequent heavy rainfall. "We are experiencing a challenging season so far," says owner Christa Kühling. Because of the initial quality problems on the strawberry fields, she even advised some growers to think about not harvesting problematic fields. “At a a certain moment, it is no use anymore, because the quality standards are very high in the current market. The complaints regarding ‘problematic’ goods then rise accordingly, and prices will drop. In a situation like that we prefer to sell small quantities of excellent quality at prices that match the cost of cultivation and harvesting.”
Strawberry harvest on the field
Since last week, however, the strawberry market has calmed down again. Due to the lower temperatures, quantities are currently decreasing significantly. “ And the quality challenges are easier to cope with at 20 degrees," says Christa Kühling. For the rest of the strawberry season, which continues until the autumn with the "frigos" and the strawberries in Langförden, the Kühling team is quite positive.
Since last week, however, the strawberry market has calmed down again. Due to the lower temperatures, quantities are currently decreasing significantly. “ And the quality challenges are easier to cope with at 20 degrees," says Christa Kühling. For the rest of the strawberry season, which continues until the autumn with the "frigos" and the strawberries in Langförden, the Kühling team is quite positive.
The current weather problems lead to a lively discussion regarding new varieties in regional cultivation. The company currently has particularly good experiences with the Elegance. This variety keeps slightly better at high temperatures than the Sonata and Elsanta. Currently, other varieties are being tested as well. National trends within the strawberry sector are also being watched with great interest. Red berry fruits are marketed everywhere in Germany and even abroad. "We have been working closely with wholesalers from Frankfurt and Hamburg for many years. For several years we have also been supplying wholesale customers in Dresden, Leipzig, Berlin and other European countries. The big advantage of our marketing strategy is that we have a broad base and we work both reliably and flexibly. We benefit from the combination of fixed agreements with the food retail trade and flexible daily business with wholesalers throughout Germany.”
Complementary products
In addition to the fruit trade, the Kühling Fruchthandel also offers a wide selection of different packaging solutions, addressing a wide range of customers. Among their top products are cardboard packaging, wooden crates and baskets. In the field of smaller packaging, their wood pulp trays are sellling particularly well this year due to their sustainability. “ We have more and more customers asking for biodegradable packaging. For many years, we have been trading handmade wooden packaging from Eastern Europe, which is very well received by our customers,” says Kühling.
Further development is being planned, so that the company can continue to develop efficiently on the market in the future. The management is currently thinking of offering more fresh crops during the winter months. Also, the company regularly researches future-oriented cultivation methods and associated marketing opportunities in the soft fruit sector. Furthermore, it is constantly working on new packaging solutions.
Christa Kühling left, Helmut Kühling right
Today, the marketing of fresh strawberries, blueberries and asparagus is the seasonal core business of Kühling Fruchthandel. In close collaboration with regional farmers, the company supplies its customers with local fresh produce in the months of April to September. Although the company was involved in mushrooms during its first years in existence, these have almost disappeared from their product portfolio. Instead, packaging and harvesting accessories are an integral part of its range.
For more information:
Kühling Fruchthandel KG
GF: Christa Kühling
Nordallee 11
ecopark, 49685 Emstek
Telefon: +49 4473 922774 -0
Telefax: +49 4473 92774 -29
E-Mail: info@kuehling-fruchthandel.de