"I suggest we start by looking at the most efficient supply chains in the European fruit and vegetable sector, which include the largest retailers and discounters. Their strategies are straightforward, simple, and effective. To secure the best price and quality, they buy as directly as possible, ensure frequent deliveries from farms, and plan closely with their suppliers. If you produce highly perishable goods, your biggest fear is having nowhere to sell them or facing prices that are too low. Having a partner who commits to regularly purchasing a certain volume and sticks to the plan is a major advantage. Planning together allows for better terms as it's a win-win for both the buyer and the grower," said Daria Reisch, Co-founder and CEO of Agrinorm, at the start of a webinar titled 'A New Way of Sourcing Winter Products from Spain.'
She added: "Big players also work with sourcing agencies. These companies usually have deep expertise, helping large retailers find the right growers, negotiate good deals, and coordinate all requirements, including labels, packaging, orders, and quality. They also step in to resolve issues such as shortages or oversupply. Unfortunately, this service is rarely available to smaller players." Agrinorm aims to change this with a new model. "We offer even smaller players access to everything the largest retailers get— all the strategies they employ, and maybe even more."
Agirnorm founders Dr Sharon Wulff and Daria Reisch
How does it work?
Agrinorm offers direct shipments from growers to the client's warehouse, without any stops in between, accommodating mixed loads and even less-than-full truckloads. For example, "if you want to purchase only 6 pallets of eggplants and 2 pallets of zucchinis, this is possible." Additionally, "we can arrange all standard packaging options, including labels in your language and barcodes from the point of origin." All of this is provided through a streamlined service, with a single point of contact for orders, invoices, and claims.
Advantages for big and smaller players
Larger retailers can benefit from an increased delivery frequency by using mixed loads instead of waiting for full truckloads, resulting in fresher products. Instead of receiving one full truck per week, you could have 2 or 3 deliveries of mixed loads, ensuring higher freshness. A lean supply chain, as promoted by Agrinorm, eliminates middlemen, enhances transparency, and promotes sustainability with fewer miles traveled, reduced food waste, stronger connections to farms, and no warehouse costs.
For the first time, Agrinorm's model allows smaller companies to source like large retailers. They can purchase directly from growers in smaller quantities, even as little as one pallet, at the same low prices as when buying full truckloads. This gives smaller players the ability to plan with growers and take control of their supply chain, ensuring they get exactly what they need instead of leftover stock. All products are packed and labeled at the point of origin. "These are practical steps you can implement today, even for the upcoming winter season. Start improving your business and benefit from the same level of service that the largest retailers enjoy every day."
Ensuring product quality
"We are true experts in quality. Our quality management software is one of the best on the market," said Daria Reisch when asked about product quality. "Quality management involves several key aspects. First, it's about understanding what good quality means and how to define it. Are you looking for a visually appealing product, great taste, or standard quality? Then comes the control of that quality. We use a variety of techniques and technologies to ensure this. We have people on the ground and work directly with growers to check quality before dispatch."
Alejandro Solis, Head of Sourcing & Business Development, added details on the winter assortment: "Each product has unique specifications, such as temperature requirements and ethylene sensitivity," he explained. "We analyzed every product based on these factors—ethylene emissions and temperature needs—and grouped them to ensure only compatible products are transported together. That's how we developed our winter season calendar. In the coming weeks, we'll begin with vegetables like cucumbers, eggplants, zucchinis, and bell peppers. In November, we'll add citrus and tomatoes. And later leafy greens. For vegetables, our focus is on Almeria, the primary growing region, and for citrus, it's Valencia."
"Getting started is easy. We can run a test, and if it goes well, we can expand from there," said Daria Reisch. "Let's discuss how we can collaborate and make your winter season more successful, with fresher products and better prices."
For more information:
Daria Reisch
Agrinorm AG
[email protected]
www.agrinorm.ai