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Heaving with trade visitors With figures clocking up an estimated total of 58,000 visitors, the halls at Fruit Logistica 2014 were heaving again this year. Just 20% of the visitors came from Ger- many, with the remaining 80% representing a total of 120 countries. The exhibitor profile – with participants from 83 countries- strongly reflected the internatio- nal character of the event; only 10% were German companies. The immense exhibition complex covering 160,000 m2 housed 2600 exhibitors, distributed over 26 halls. Sensible shoes and a brisk walking pace were essen- tial for visitors there to see mushrooms, as the 35 ex- hibitors with mushroom-related products were spread among 14 halls over the entire complex. This pattern is a result of categorisation per country, so that most of the companies were between stands displaying other products. A pro or a con? Something can be said for both. One of the exhibitors told us that a positive effect could be that well-visited adjacent stands can attract extra foot traffic. Shuttle buses were in operation at the exhibition to help visitors bridge the large distances. 1482
Traditional range Together with the Dutch and the Belgians, the largest contingent of exhibitors with mushrooms were the Po- lish. But contrary to the other two nations, the focus on the Polish stands in Berlin was more on the traditional range. One of the exhibitors was Grzybmar from Wieli- chowo. The company mainly exports to France and the United Kingdom, where it has major customers in the shape of Carrefour and MACK, respectively. Grzybmar was in Berlin to meet existing customers and source potential new ones. Germany is being explored as a possible contender. “The Germans are looking for new suppliers in Poland as the number of Dutch suppliers is falling”, explains Karolina Musial from the sales de- partment. According to Musial, the fact that Grzybmar has its own transport is an enormous advantage. “This means we can supply faster and react flexibly to the wishes of the customers.”
Eurofungi stand. Sales manager Pawel Borowski to the left.
Eurofungi is a new player on the Polish market. This joint sales office was set up last summer by growers Sebastian Markiewicz from Dobron and Tenderenda from Wronowice. The farms will continue to operate independently, but in order to increase efficiency and expand the range, the companies decided to merge their sales activities. Eurofungi can now supply 500 tons a month, with an additional 130 tons set to boost this figure shortly. The company also packs and sells produce bought from other growers. It has customers in the United Kingdom and France, but not in Germany, which according to sales manager Pawel Borowski (1468 links)is due their location in Central Poland. “It’s mainly companies in the west of Poland that supply German customers.”
Higher level Mixes of
mushrooms with other ingredients for soups and sau- ces by FME.
The Grzybmar team at FL (Karolina Musai left).
To take their marketing strategy to a higher level, FME in Belgium appointed Marc van der Zandt as commer- cial manager at the end of last year. Van der Zandt won his spurs at Wessanen and Perfetti Van Melle, manufac- turer of confectionery such as Mentos. These two com- panies are entirely marketing-focused, and that is the route that FME wishes to pursue, with an important role allocated to van der Zandt. “We want to inspire consu- mers through concepts, such as mixes of mushrooms and other ingredients for soups and sauces”, says van der Zandt. He also points out the new line of imported dried mushrooms, such as chanterelles and chestnut mushrooms. “The demand is good, particularly from the restaurant trade in France” according to the new commercial manager. Colleague Els Verburg, quality manager, adds. “Growing numbers of supermarkets are open to new concepts. Mainly around high days and holidays, but we are also noticing new eating moments emerging.”
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