After having worked in the Dutch fresh produce business for over 30 years, Miguel Gonzalez took his leave a little over two years ago. Blood runs thicker than water, and the Spanish native has been general manager of MG Fruit for a year now. Together with daughter Maaike and Jacob Aktalan, he is fully focused on the import and sales of overseas fruit again. "Ten years ago, one could do well with a complete range, but now I believe in specialization!"
Specializing at MG Fruit consists of four product groups, carried out year-round: (water)melons, pineapple, citrus and grapes. "With these products, we have the right contacts with leading shippers, and we want to be known in the market. We also have good contacts with Spanish and Moroccan producers for sourcing of fruit and vegetables, close to the source," Miguel says.
Complementary
"But the focus is on the four product groups. We carry melons from Brazil year-round - where I was active as one of the first importers - as well as Central America, Morocco and Spain. With pineapples, I've built a reputation with own plantations in Costa Rica over the years. With citrus, the emphasis is on the overseas range from Peru, South Africa and Argentina, and we have grapes from South Africa, Chile and Peru, complemented by the European season. Other fruit and vegetables are complementary to these core products. We are careful not to have a product range that's too broad."
"Because we specialize like this, we can keep our costs low. We needn't do business to keep staff busy, so we are much more flexible. For now, we don't intend to further expand the team," Miguel says. "What's more, more than ever we leave specialist work in warehouse and logistics to specialists. This means we can focus on the work we are good at: importing and selling a limited range of fruit with fixed brands our clients can identify with."
Additional supplier to importers
"We also fulfil the role of trader in the market, and we're looking for business for our programmes at fellow importers, and we'd like to be an additional supplier to other sellers as well. It is by focusing on our core products that we can be an additional player. I prefer seeing importers as clients or suppliers, rather than competitors," Miguel continues. "We have clients across Europe, from the Netherlands to England, Germany, Scandinavia, Spain and Eastern Europe. Wholesalers, retailers, food service and fellow importers, whom we often supply to straight from the source."
Starting next year, MG Fruit will once again have its office at the former headquarters in Barendrecht. This summer, Kivits-Drunen / Goes Handling was contracted as tenant of the premises, to operate the logistical centre. Several interested tenants are being talked to for office space. "I believe in the strength of the trade centre in Barendrecht. This location is still unique with its diversity in trade flows. Here, you never have to look far for a few pallets," Miguel says.
"Business has definitely changed, and the personal contact of old has become a bit more business-like, but in our line of business it's still about trust. The most beautiful and most difficult thing I've done in all those years is not the fresh produce trade in itself, but managing the people. It's not the facilities or products, but the people who make up the company's capital. I've always found it great to educate young people, and I feel happy conferring my experience to the new generation. The first year went better than expected, and I look to the future with optimism."
