For the Greek fresh food industry, the boycott of Russia introduced a few years ago was a great disappointment: For years, the Russians were among the most important importers of Greek fresh produce. Exploration of new markets is the motto and the first steps in the Western European trade have already been made. Current growth rates in exports are forecasting a successful future: Demand for Greek products is growing in Germany, France, Scandinavia and the Middle East, among others, says Reginald Jordens, Managing Director of the Dutch company Vita World. 
Currently, Greek grapes of all varieties are available.
"At the Greek producer cooperatives, I see a willingness to address new markets," said the experienced retailer. Exactly one year ago, Vita World works primarily with major suppliers of the complete Greek fruit assortment (predominantly citrus, stone fruit, kiwi, melons, pomegranates and grapes). Currently, the company already has sales channels in Polish and Eastern European food retailing. "At the moment, we are also holding the first talks with German and British retail buyers," says Jordens.
Greek pomegranates
Gradual innovation
The sale of larger volumes in western European food retailing demands a completely different approach compared to Eastern Europe and Russia. The conditions with regard to quality management, packaging etc. are particularly stringent. As part of this, Jordens notes a gradual structural change among its Greek suppliers.
"They are open to breaking new ground, but we find it difficult to actually restructure. In addition, the packaging industry as well as other suppliers also have to participate in this change at the same time. This year, however, we have already loaded large amounts of stone fruit in boxes instead of the well-tried wooden boards. So we can already speak of an innovation."
Greek citrus fruits
The producer is also fully investing in the future: "In terms of citrus, Spain is far ahead of Greece. In the case of the grapes, however, the Greeks are already trying new varieties -mainly Ara varieties- in cultivation, as a test. It should not be forgotten, however, that the Greek cooperative structure is largely made up of small-scale, traditional producers with an area of a few hectares. This structure is by no means comparable with other major European producing countries."
Overseas projects
Vita World not only supplies Greek fruits to European food retailers, wholesalers and processors, but Dutch products are also exported to Greece. At the moment, the young company is rapidly expanding its overseas network to deliver larger volumes of bananas, melons and pineapples to customers in the near future. "In the past campaign, we have already delivered melons from Costa Rica and we will do that again in the upcoming season. In addition, we also supply ginger all year round via a Chinese trading partner." 
Stone fruit from Greece
Although Jordens has set itself the goal of gradually expanding its company over the next few years, the focus will initially be on Greece and overseas products. "On the part of the customer, but I certainly see growth opportunities. Scandinavia and France are almost new territory for us; In addition, we are also trying hard to get a footing in the D-A-CH countries, "confirms the importer, who is based in the immediate vicinity of the German-Dutch border. "After all, we also have the first contacts in Dubai and the Middle East. In my opinion, this is also an interesting growth market."
For more information:
Vita World BV
GF: Reginald Jordens
Catsstraat 36
7471XR Goor
0031618126248
[email protected]
www.vita-world.nl