Strong brands. Standard plus and premium. Guido Fruit swears by this. This vegetable, but especially fruit, importer serves customers in Belgium and the Netherlands from Brussels. When the weather turns, even with Christmas quickly approaching, trucks from Spain's Llusar drive back and forth to the European Import Center. "We've worked with this top citrus brand for 20 years," says Guido Heerman. He and his uncle Dirk run the business, founded over 60 years ago by grandfather Guido Sr.
"Llusar is the top segment for oranges, clementines, and mandarins. For small fruit, before Christmas, our assortment includes clementines; in the new year, we switch to easy peelers like Nadorcott, Tango, and a little later, Orri. Those first two varieties are comparable and run somewhat together. Tango will be slightly tastier one week, and the next, Nadorcott. They're top products, taste and shelf life-wise. I consider Orri a niche product for those few clients who want a sweeter flavor."
Premium products for a changing market
Most of Guido Fruit's buyers are Dutch and Belgian wholesalers, fruit specialists, and supermarkets. Guido sees demand for premium products growing despite retail's increasing dominance. "In Belgium, it used to be mainly the price that counted, but that's changed. Customers will pay more for quality. In the Netherlands, too, the premium segment is noticeably growing, though those products are still sometimes harder to find there. Some clients collect their wares in Brussels, others we deliver to their doorstep," Guido says.
Calm reaction to DANA damage
During this interview in mid-November, Guido emphasized the need for calm in the sector after the DANA storm in Valencia. "There are undoubtedly growers affected, and that's a tragedy, but there's no need for alarm. There are daily arrivals and no major shortages. The media tried to make me say there would be, but that's true. Panic helps no one," he says.
Wide range and focus on quality
Besides clementines and mandarins, Guido Fruit also imports lemons and oranges. "Relatively new is that along with Llusar, we've marketed top products like Summer Navel and Summer Late for the past five years in May." Grapefruit, under the Spanish brand Friola, is part of the range, too. "There's pressure from countries like Turkey, but we keep focusing on standard plus and premium products from Spain, France, and Italy. Quality, packaging, and service make the difference," Guido concludes.
G
uido Fruit
Europees Centrum
Werkhuizenkaai 112 - 154
Mag. 61 & 62 - 1000 BRUSSEL
+32 (0)2 242 70 70
[email protected]
www.guidofruit.be