The main source of purchasing fresh produce for the Metro Group is Spain. “We think it is important to buy products directly from the growers, so that it is as fresh as possible,” Ward Verbeck of Metro said during the Tomato Conference in Antwerp. “Metro-wide Spain is the main source, but it can vary per country. Of course, many countries have local production. There are also countries such as Turkey and Poland, which are large fresh produce production countries, but are oriented more towards the East when it comes to supplying.”
Valencia Trading Office
Metro has several purchasing offices for buying fresh produce. The Valencia Trading Office (VTO) is one of those purchasing offices, focused on buying fruits and vegetables from Spain and other countries and continents. “Having a local purchasing office allows for more transparency during the chain and for more direct access to fresher products. We also started sourcing in other countries, such as the Netherlands and Belgium, and that is growing sharply,” Verbeck adds.
Eight per cent of fresh produce sales is tomatoes
The tomato is the most important vegetable in the fresh produce department. “Nearly 8% of the total fresh produce sales for Metro Cash&Carry is tomatoes. The largest group are loose tomatoes, but special tomatoes are increasing in importance. This is a general development, but again, it varies per country.”
Many companies fall under the Metro Group, including Metro, Makro, Media Markt and Reaal. “We have many different kinds of customers at our Metro Cash&Carry, but the largest part is the catering industry.” Verbeck indicates that they have a special approach to sales per country, per season and per customer segment. “We find out what each customer wants and make a tailored delivery to the customer. ‘Basic needs’ of all of our customers are the same, but they are becoming increasingly specific.”
Differentiation needs
Metro has subdivided the needs of the customer into three groups; basic needs, differentiation needs and premium needs. “For differentiation needs we distinguish authenticity, innovation and fun. For authenticity you could consider seasons and old-fashioned tomato varieties. Innovations are, for example, tomatoes that do not leak, which a large part of our customers are very happy with. For the fun section we come up with new products that are flavourful or have a nice shape, for example. In the future the number of tomato varieties in our assortment will only increase.”
