In a time where sustainability is a hot topic, Bud Holland has introduced a new exotic brand: Saborichi®. The importer has two goals with this: To make the products' origin more transparent and to emphasize international trade's positive impact on local communities in developing countries and emerging economies.
© Bud Holland BVSocial responsibility project Marokko
The story behind history
Bud Holland has, since 1967, been bringing an expanding range of exotic products to the European market. By boat, but also often by air. But with the increasing sentiment against air cargo and the call for more locally produced food, Bud Holland feels it must share the story behind its products more widely.
"It's very easy to call for an end to exotic fruit and vegetable imports," says Peter Hobert, Bud Holland's CEO. "But what many people don't consider is that these products are the livelihood of entire communities that depend on the export trade. If we stop importing, those people will no longer have jobs. That's the reality."
© Bud Holland BVSaborichi Kumquats
Transparency and responsibility
The company wants to use its new Saborichi brand to show where its products originate and what initiatives local suppliers undertake to support their employees and local communities. "We don't just want to tell you what's on your plate, but also how it got there," explains Sanne Vermeulen, responsible for marketing and communication at Bud Holland.
© Bud Holland BVSocial responsibility project Indonesia
The retail sector plays a crucial role in the image of imported products. More and more supermarkets and restaurants are choosing to distinguish themselves with local products. According to Bud Holland, that comes at the expense of nuance. "Many retailers have recently indicated that they'll stop selling flown-in fruit and vegetables. But in practice, they only carried a few of those products. It's mainly a way to present themselves in a good light," says Sanne.
© Bud Holland BVSaborichi Kaffir limes
Bud Holland has, though, noticed that consumers increasingly want transparency, too. "People want to know where their food - from supermarkets and in restaurants - comes from and what the impact is," adds Peter. "With Saborichi, we want to respond by being honest about our products' origin and how that trade favorably affects local communities."
© Bud Holland BVSaborichi Cassave
Balance
The company points out that sustainability is not purely about the environment but also about social aspects. "We must find a balance between what's good for the environment and what's good for those who depend on that trade. If we only focus on reducing air freight, we forget the millions of people who depend on it,' Peter concludes.
For more information:
BUD Holland
Transportweg 67
2676 LM Maasdijk
Tel: +31 (0)174 535 322
exotics@bud.nl
www.bud.nl