Elite Fresh Trade started up at the beginning of this year. The company, which specialises in exporting high-quality Belgian products by air and sea freight, has already made progress in its first few months. At the beginning of September, they participated in the Asia Fruit Logistica for the first time, and they have also recently been joined by Mustapha Abioui, who focuses on markets in the Middle East, Canada and Africa. "We see that our approach of looking at the best solutions together with our customers, rather than exporting mass volumes, is catching on," says Glenn Demeyer of Elite Fresh Trade.
Glenn Demeyer and Mustapha Abioui
This month was the first time the company attended Asia Fruit Logistica, they had already exhibited together with Elite Foods at Fruit Logistica in Berlin earlier this year. "Asia is potentially a very important market for us," Glenn continues. Nevertheless, the fair in Hong Kong took him somewhat by surprise. "That lies in two aspects. On the one hand, with all due respect, there were very many Chinese fair-goers. Although I do not speak Chinese, that is not a problem," he laughs. "However, China is not a potential market for us. Simply because our vegetables are not allowed to be exported there due to China's import requirements. Of course, it is very interesting for pears, which made it a great opportunity for our fellow exhibitors from Belgium. Only we specialise in vegetables, so we do pears sporadically. As a vegetable specialist, we were the odd man out at Asia Fruit Logistica."
"Unlike the fairs in Berlin and Madrid, Fruit Logistica and Fruit Attraction respectively, Asia Fruit Logistica was particularly centred around fruit, we noticed. You could also see this reflected in the focus on the different countries present at the fair. Everyone in particular had put fruit in the spotlight. On the one hand, this allowed us to stand out, as we were one of the few exhibitors with a good quality vegetable offering, but on the other hand, it also ensured that visitors came to the fair with fruit in mind."
Looking to the future
So despite it not being quite what was expected for Elite Fresh Trade, Glenn still speaks of a positive fair. "As indicated, we did manage to distinguish ourselves with a different offering from others. Perhaps they came less for the Belgian vegetables, but we were still able to highlight them in a nice way. For example, the packaging of our growers, in which they have invested a lot, turned out to be to their liking. Moreover, we focused on the premium aspect of our products and some nice conversations still ensued. For instance, with wholesalers, distributors and supermarkets who are always looking for the next big thing. We were also able to welcome a number of restaurateurs to our stand, who are looking for ingredients for their menu for the coming months. That is our speciality: working with the customer to find ideal culinary solutions with great products, which are within their budget."
A new addition
Glenn therefore looks confidently to the future of the young company. "We recently welcomed Mustapha, who also went with us to Asia Fruit Logistica. He brings with him some 20 years of experience in the Middle Eastern and African markets." Mustapha adds: "And I think there is very good potential here for us. Dubai is, of course, one of the biggest import markets in the world, where they are always looking for high-quality products. I think we can be a nice addition there with our beautiful Belgian products, but also in the other markets in Asia and North Africa," he continues. "There is of course a lot of competition, but Belgian growers' investment in its packaging and quality, which Glenn already mentioned, is highly appreciated there. Moreover, we can distinguish ourselves with our service-oriented approach and culinary knowledge. I am convinced of that and then I expect we can make some nice steps in the coming years."
For more information:
Glenn Demeyer
Elite Fresh Tra
de
Mechelsesteenweg 120, dock 540
2860, Sint-Katelijne-Waver, Belgium
Tel: +32 15 63 37 46
[email protected]
www.elitefreshtrade.com