While the European season for beans and other legumes is slowly coming to an end, the overseas' products are coming on the market. For the specialized importers of these goods, the peak season is now underway. For Stella Rasmussen, the season is almost ready to start as well. Born in Kenya, she founded her own limited liability company nearly a year ago and imports her goods exclusively from her African homeland. The young entrepreneur sees a good potential for the Kenyan products, although the German trade has been somewhat restrained to this date.
Ramussen has lived in Germany for many years, but has never lost the love for fresh produce from her home country. Because of this, about a year ago, she had the idea to import Kenyan fruits and vegetables exotics to Germany. Parallel to the founding of the German LLC in Meerbusch, a subsidiary in Kenya was set up. This looks after the processing, quality control and the transport on site. "The majority of our employees work in Kenya; only three permanent employees work here in Meerbusch," says Rasmussen.
Fresh chilli (l) is a relatively new product of the company
Big demands of European trade
A large part of the product range is available all year round, yet not all production quantities are necessarily marketable. You have to have reliable suppliers to get the goods delivered in the right quality, Rasmussen says. "At the moment, for example, there are Kenyan avocados, but not the variety and size accepted by the local trade. The main season for avocados starts earlier in the spring, as soon as the varieties are available that meet the European requirements."
At this season, legumes such as mangetouts and peas make up the core assortment of the ambitious trader. The products are ultimately distributed either under proprietary brand 'Stella Rasmussen LLC' or the label of the respective retail customer. The current market for these products is pretty good. The European season is almost over, soon demand will gradually increase. "In any case, there are enough goods," says Rasmussen.
Legumes and fruit extracts form the core of the new company.
Wholesale customers at Paris' Rungis wholesale market
The main customers of the company are wholesalers, but mainly on the French market. "For example, we maintain good contacts with traders in the Parisian Rungis wholesale market, and we also have close relationships with customers in Switzerland and the Middle East, predominantly in Dubai."
The next step is to turn the English and German markets onto Kenyan products , says Ms Rasmussen, "I see an interesting sales potential in the German market, although trade has so far been rather cautious." Many are afraid that products from far away do not meet the European quality standards. "But we have the entire quality management and the laboratory analysis 100% Now we have to find a first major business partner on the German market," she explains.
Bottlenecks and supply gaps are to be avoided as far as possible. Therefore, Stella Rasmussen LLC works with growers who have appropriate irrigation systems. "Our supplier base is supplemented with producers who rely on rainwater, but we have 'classic' growers in different regions to ensure we have a full year supply, and we also produce by firm agreement or customer demand."
For more information:
STELLA RASMUSSEN GmbH
CEO: Stella Rasmussen
D-40670 Meerbusch
Tel.: +49 (0) 1746342466
Email: Stella@stellarasmussen.com
www.stellarasmussen.com