NL: Versafood is focussing on Sitrus

Fresh Plaza

NL: Versafood is focussing on Sitrus

Versafood and its partners are entering their third year. “Sitrus, mainly from South Morocco, has always been my focus”, says Rico Potter. “The best in our assortment is the well known EDEN box. The customers are managing to find us more easily, despite being located in a very small picturesque village.”

We expect a growth in the number of customers again this year, due to the search of and by the entire chain for the shortest road between consumers and the orchards. To make this easier for the European buyers, we explain to people more often why our ‘Sitrus-fruit’ fits into every market segment so well.”

“The whole market always talks about price and demand and supply. We think you’re then missing the cost price and long term collaboration and the big differences between products and brands, in quality, taste, image, and (economic) longevity of the product. Water, oil, and coffee are on a pedestal. All, like ‘Sitrus’, basic needs of the Western society. But fruits and vegetables aren’t allowed to cost too much, despite their value. Even the consumer sometimes thinks this”, says the importer.

“Why? We’ve been trying to discover this for years. One of the causes is that the consumer isn’t informed. The fact that they aren’t informed is directly due to certain companies in the chain that sell fruit and vegetables, but are not involved in the industry. An economically healthy thought in a good economy. We linked Walt Disney to fresh fruit for the first time in 1998. It was at Zwaardfruit in Breda. It was a success at the time, simply based on an exclusive packaging and a gadget. Up until 2008 these kinds of actions or collaborations were possible because of the economic boom we were living in. It proved to us, Zwaard Fruit and myself that the time of the middleman was ending”, says Rico.

“We don’t have the ‘perfect’ solution, but we do know, like any other, that a chain consists of product quality, logistics, and marketing. The fruit that we sell is specially selected, sorted, and checked during the whole process. Combined with efficient logistics, for which we collaborate with specialists, this guarantees good quality, taste and shelf life. Our storage and throughput, back office and order tracking is done in Breda, 7 minutes from our office at partner Frigo in Breda.”

“On the production side we’re in real time contact with the warehouses which means we can adjust programme’s, numbers, and logistics on time. We’ve seen Europe have an increasingly hard time compared to other world markets and expect that when the economy pulls up, that process will continue progressively worldwide. That’s why we’re ‘focussing’ on Sitrus and are trying integrally to create a chain in which loyalty and quality will cause a total product and the much needed ‘added value’ and returns to the producers. In other words, we think with the customer and help them wherever possible.

Marketing for Versafood means that we inform our customers business-to-business more and earlier, and take over work and problems”, says Rico. Think product information, joint marketing budget, and good agreements concerning supply and wishes. This gives you a fully augmented product as a customer, with which you can proudly serve your customers. And without worries due to our penalty procedures concerning the above cases. Last year, for instance, our pallets were in the docks for 3-4 days on average before being shipped to various ports in Europe. We can see this per pallet! I don’t think need to explain what this means!”

“Current at the moment at Versafood are grapefruit and lemons from South Africa, which we’ve been supply to our customers for four weeks. The first oranges are expected in week 25 and sales will be until the end of the year gain! Grapefruit from the hills and mountains of South-Africa are available until in September. We think, based on the photo’s, that the customer will be getting some more in weight and a new efficient packaging. We a rightfully proud of the collaborations that we have and thank our correspondents for their loyalty so far and in the future”, concludes Rico.