After having worked for years as a purchaser and seller of fresh produce, Wilfred van Manen started his own business two years ago. Wima FreshFood In & Out buys for regional and organic products for clients in the Duiven region and Gelderland, directly from growers and producers. “Our work area is mainly the region of Liemers and the Achterhoek. A short chain is beneficial to all parties. We have virtually no overhead costs, which means costs can be kept as low as possible. The products come from the region as much as possible, but if required by the client we also buy some products through importers,” Wilfred says.
Star restaurant
Wima FreshFood’s customers are very diverse. From the local football club and supermarket to Bakker Bart in Duiven. Many of the products go to the restaurant business. “Campanile is a client, for instance, but Michelin star restaurant ‘t Raedthuys in Duiven is also an important client for us,” he says. “Purchasing occurs completely in conjunction with the client. My wide product knowledge is very useful there. I always think with the clients to make purchasing as interesting as possible for them. I believe this is an added value of the way I work.” For supplies to the supermarkets, Wilfred passes on actions beforehand. Wima FreshFood has no stockpile, so they only buy what’s on order.
Juice oranges, asparagus and strawberries
The supplier mainly focuses on fresh produce. Clients can also come to him for meat, fish, eggs, fresh mozzarella and feta and fresh dairy. Wilfred: “It’s all in the game, but my main focus is potatoes, fruit and vegetables. For the apples and pears, for instance, I work together with a fruit grower from Liemers. The fruit is only taken out of the cold store when I come to collect the orders. This benefits the quality and flavour of the fruit, which is appreciated. To Bakker Bart in Duiven, we supply things like cucumbers, strawberries and juice oranges. These juice oranges are pretty expensive, but the flavour really is great. Even from other branch offices, they come to Duiven for the juice oranges. Our strength is not bulk, but quality. That’s how we stand out.” As an example he also mentions the asparagus and strawberries, which also originate from regional growers. “The strawberries are sometimes a euro more expensive per 500 grammes, but everyone is enthusiastic about them. For next year, I’ve booked pretty much the entire greenhouse already.”
WhatsApp
The contact with clients mostly goes through WhatsApp. “A very fast and efficient way to communicate,” according to the supplier. “You can communicate with each other directly, respond quickly, and it’s easy to send along a picture of the product. Not everyone is a fan of this. So orders also come in through the web shop, by phone or by e-mail. The next day I usually collect the products myself and deliver everything to the clients with my own refrigerated truck. Special products, like Pieds de moutons mushrooms, I have delivered by a supplier near Rotterdam. The focus is on local produce, but nothing is impossible,” Wilfred concludes.
