Located in the heart of Liège, Starfresh's mission is to "provide fruit and vegetables of unrivaled freshness." Adrien Mormal, sales and merchandising manager, tells us more about the company's strategy based on quality and customer service. "We inherited over half a century of accumulated know-how through the merger between Pons SA and Haenen SA. Our mission is to guarantee products of the highest quality, focusing on freshness and taste to exceed the varied expectations of our clients, always with an emphasis on exceptional customer service."
Photo credit: Starfresh Liège
To achieve its objectives, the company has its own brands, such as Cibel, Cebon and All Nuts, among a wide and varied range of products, including raw fruit and vegetables, dried fruit, cut vegetables packed in a controlled atmosphere, and vacuum-packed pre-cooked products. "Within our team, there are two merchandisers, mainly responsible for in-store service, including setting up shelves, training managers if necessary, helping with orders, remodeling, installations, and of course advising our clients. As for stocking shelves, we do this every day from 6am.
Photo credit: Starfresh Liège
At Starfresh Liège, shelving is a key element in the quality of the service we offer. "Most of the time, stores are very interested in the services we provide. We try as far as possible to lighten the load on the floor manager by giving them as much training as possible or by helping them to develop their ideas. We also provide help with seasonal remodeling, setting up shelves in the morning and helping with placing orders. Feedback on the quality of our products and the quality of our store services has been very good, and we are doing everything we can to ensure that this continues. Our clients are very important to us, and it is a focus which we intend to develop even further."
Photo credit: Starfresh Liège
The company recently helped to organize the fruit and vegetable section at the reopening of an Intermarché store in Bouge. "We took advantage of the opportunity to create the most attractive display possible, highlighting the quality and beauty of each product and, above all, their seasonal nature! For this opening, we decided to promote Italian white grapes and French black grapes, which are at their sweetest, as well as Belgian squash, the symbol of autumn. Our clients are mainly located throughout Wallonia and include supermarkets, restaurants, small shops, catering companies… Generally speaking, we can see that the consumption of fruit and vegetables is currently increasing. We have observed that families really want to eat healthier. Right now, with Halloween just around the corner, there is a huge increase in demand for citrus fruit and winter vegetables, especially the whole squash range including pumpkins and butternut squash."
For more information:
Adrien Mormal
Starfresh Liège
Phone: +32 486 54 30 10