The market for fresh, ready-to-eat fruit salads and healthy to-go products is growing continuously. Consumers increasingly appreciate the freshness, quality, and convenience of sliced fruit, whether as a quick snack or as a healthy addition to their daily routine. VitaSafe has embraced this trend and consistently aims for high-quality raw materials, innovative product development, and efficient production processes.
"We try to keep our product prices as stable as possible, even though the global logistical challenges are an exciting task for us," reports Tim Kroner, Managing Director of VitaSafe. "For example, we are seeing increased demand for pineapples from Costa Rica, particularly from the rapidly growing juice industry. However, thanks to our long-standing cooperation with reliable importers and producers, we can secure the required quantities for our customers at an early stage." Particular importance is attached to the specific degree of ripeness of the fruit, which determines how ready they are to eat.
© Vitasafe GmbH
In recent years, the company has intensified the use of fixed planning and long-term partnerships to ensure consistently high quality. "The free market for pineapples has changed after the pandemic, but with strategic supply agreements, we can reliably implement seasonal promotions with food retailers," says Kroner.
Rising demand and product range diversity
The increased demand for fresh-cut fruit is also reflected in the production of VitaSafe: the quantities processed have increased significantly. In particular, mono products, fruit mixes, and chocolate-coated fruit are enjoying great popularity. "Our melon mix, consisting of watermelons, honeydew melons, and cantaloupe melons, is now evolving into a year-round product that is increasingly in demand even in the winter months," explains Kroner. This year, the company is introducing German Bioland pumpkins – both halved and diced – to its product range for the first time. This is how VitaSafe is increasingly focusing on regional products and sustainable farming methods.
Efficiency and innovation in production
Since its foundation in 2007, VitaSafe has pursued a clear growth strategy based on high product safety, innovation, and automation. Despite rising costs, the company has been able to record continuous sales growth in recent years. Today, VitaSafe employs around 60 people – a strong, motivated team supported by modern technology. "We have recently invested heavily in weighing, peeling, and packaging technology to further optimize our processes," says Kroner. "Our focus is on uncompromising product safety and maximum efficiency so that we can continue to offer our customers the best quality."
Growth in the German food retail sector
Over the years, VitaSafe has specialized in supplying the German food retail industry. Its strategic location in northern Bavaria provides good connections for nationwide distribution. "Our products are already well established among full-range retailers, which is reflected in annual growth," explains Kroner. In addition to further new products, the company is planning to launch family packs. The topic of fresh-cut fruit is also becoming increasingly important for discounters. "We expect that core products such as diced pineapple and fruit mixes will also become firmly established there over the next five years. With its sights set firmly on the future, VitaSafe remains true to its mission: to offer high-quality, fresh, ready-to-eat, and innovative fruit products that perfectly match the modern lifestyle."
Photo credit: Vitasafe
For more information:
Tim Kroner
Vitasafe
Stegenwaldhauserstr. 11
95152 Selbitz
Tel: +49 (0)9280 795305-16
[email protected]
www.vitasafe.de
