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Paul Schockman, Freshclusive:

"We provide the full range to many distant clients"

More than six months ago, the whole Freshclusive team relocated to its new building in Aalsmeer, the Netherlands. That was after they had spent a year commuting about 125 km to and from Eindhoven. "We were lucky to have found this new building. I'd thought we'd bought the building to grow into, but when I walked around on Monday, the warehouse was completely full," Paul Schockman begins.

A next new building is not being planned yet, though. Mondays are usually peak supply days for far destinations, with 80% of the trade being loaded the same day. Still, it is impressive. "We don't keep stock, which is the advantage of our working method. It also guarantees the best quality for customers. We connect growers with clients worldwide and are true distant destination specialists. Fortunately, air freight availability has increased. That gives us even more options and reduced rates to pre-pandemic levels."

Paul is proud of the company's development. "We're in our second calendar year and have made a big impact. We have a strong team and are now heading toward 40 FTE. That offers a stable base where we control the processes; everyone knows what's expected of them. That brings clarity and ensures optimal efficiency at the chain's very beginning," he says.

"We're entering the next phase, where optimizing the processes, innovating, and looking ahead are central. How do we remain relevant in the coming years? How can we unburden our customers as much as possible and meet their needs, not only regarding product but service-wise, too? It's a nice, fun challenge to be part of this."

Paul Schockman

"The network we've built over the years is one of our greatest strengths. We provide many clients with the total assortment but also offer mixed pallets. If someone wants year-round strawberries, we take care of that. If they're not available in the Netherlands, we buy them elsewhere. Because we can switch countries of origin quickly, customers, thus, need not worry; they know they'll get their strawberries. Our product range is practically endless."

"We offer all kinds of fruit, exotics, citrus, greenhouse vegetables, and open-field products, where Dutch fruit vegetables form a strong basis. However, we move large volumes of melons and strawberries, too. Yet, our clients also know we can do intricate distribution, which sometimes involves a few boxes of edible flowers, star fruit, and herbs, and if the customer wants it, together on a single pallet," says Paul.

Freshclusive exports most of its trade to places in the Middle East, like Abu Dhabi, Dubai, Oman, Saudi Arabia, and Qatar. Hong Kong, Singapore, and Japan are important destinations in the Far East, and the company exports a substantial share to North America every year. "There are weeks when we send a little less to the United States, but as soon as things pick up, we can immediately meet that large demand. Canada and Mexico are North America's main suppliers, but we can respond well if cultivation issues cause insufficient product."

Local cultivation projects are on the rise in the Middle East. "The technology keeps evolving. We, therefore, keep closely considering if we want to be involved in such projects, either with a local presence or with, say, a partner. I'm sure more local cultivation projects will start in the Middle East," Paul explains.

"But that definitely won't happen automatically. You must know what you're doing to farm in 50°C summers. Local cultivation will expand, but that won't change the supply pattern in the short term. But, we're open to developments and are looking for innovations in that area ourselves."

What do you think about the current trend of importing and exporting fruit and vegetables by plane? "That's quite a hot topic, about which I have my own idea. The main issue is consumer demand, which determines what they buy, and, thus, ultimately what supermarkets carry," answers Schockman.

"If people believe they should stop importing avocados or bananas, they'll also have to stop consuming them. So far, the demand for these types of products persists, even increasing. The question, then, is whether, in the winter, most consumers are willing to limit their diets to, for instance, Brussels sprouts, leeks, and cabbage, or what's locally available."

"So far, product demand is, on the contrary, increasing, becoming year-round. Exactly the opposite of what's widely claimed. It seems to be an initiative of a fairly small group of people advocating the selective eating of seasonal, thus, locally-grown fruits and vegetables," Paul continues.

"But, presently, they're certainly not in the majority. Also, it sometimes benefits CO2 emissions more to grow produce in countries where it grows naturally and then transport it than in countries with inferior cultivation conditions, where those conditions are created artificially."

"We want to contribute to a healthier world by making the freshest fruit and vegetables available to as many global consumers as possible," Paul adds.

"We, thus, try to organize our operations as sustainably as possible. For example, our building has no gas connection, so we're completely self-sufficient."

"We use Tapp.online's paper data loggers to reduce e-waste," Paul points out, "and our air cargo pallets are packed extra well to prevent wastage. Plus, we have a daily supply of fresh produce without maintaining inventory. So, despite doing global trading, we're trying to minimize our footprint - and I think we're succeeding pretty well so far."

In the next few weeks, Freshclusive will be at well-known global trade shows: currently, at Asia Fruit Logistica, next at the IFPA (previously the PMA Fresh Summit), and then at Fruit Attraction. "We love seeing and chatting with our existing business partners at these events. And, of course, happily meet new, potential partners whether they're involved in cultivation, retail, or innovative developments. And we, naturally, like telling our story to anyone who's interested," Paul concludes.

For more information:
Paul Schockman
Freshclusive
Rietwijkeroordweg 4, 1432 JE
Aalsmeer, NL
Email: info@freshclusive.com
www.freshclusive.com