Xfresh introduced its new Pearls brand at the recently held Fruit Attraction in Madrid. This Dutch exotics specialist will initially sell flown-in mangoes, pineapple, and passion fruit under the brand. "We deliberately chose an exclusive look," says director Marcel Schers.
The brand launch forms part of Xfresh's response strategy to the rising demand for high-quality exotic fruit. "Higher transportation costs and environmental considerations make selling imported exotic fruit tricker. We're, nonetheless, getting tremendously good customer feedback, which proves there's room for a premium brand."
The brand began with mangoes, with the goal of offering various varieties from different cultivation regions year-round. The campaign started in late August with Spanish Osteen mangoes, switched to Peruvian mangoes in October, and will end with West African mangoes. This year's excellent growing season provides abundant mangoes, although the larger sizes are scarce. There will, thus, be plenty of Kent mangoes in the coming months, with very many small sizes.
The drought in Peru's San Lorenzo Valley worsened the situation. A lack of water affected mango irrigation, leading to even more small fruits. Fortunately, from week 47, the mangoes will taste at their best. However, increased freight costs are considerably challenging.
Marcel also stresses the importance of targeting traditional and culinary markets in Europe, especially wholesalers serving high-end greengrocers and the hospitality industry in areas like Germany, Eastern Europe, and the Middle East. Xfresh has started exporting to the Middle East, where the Pearls brand is catching on well, particularly in Qatar, where the premium image suits the local market well.
To guarantee the Pearls range's high quality, Xfresh exclusively sources flown-in mangoes. The company works closely with Peruvian growers and has a local representative who visits packing facilities and quality checks each shipment to ensure the mangoes meet the desired standards.
Looking ahead, Xfresh plans to expand the Pearls range to include Ataulfo mangoes, a premium variety with a high brix value, sweet pineapples, and passion fruit. The company targets exotic vegetables and spices from Kenya for the winter months, too, to complement its exotic fruit offerings. To support this growth, Xfresh revamped its brand and website so its product packaging and presentation reflect the Pearls' premium image.
Marcel Schers
Xfresh
Kruizemuntweg 27
1435 DD Rijsenhout
Tel: +31 (0)297 301275
[email protected]
www.xfresh.eu