The flags are fluttering cheerfully at HillFresh International. That is not surprising, because the trading company has successfully built up a strong position in the international potato, fruit, and vegetable market since it was formed in 2007. The company distinguishes itself particularly in terms of taste. Sustainability in cultivation is a basic requirement, so collaboration with Koppert is the obvious choice. “We can refer suppliers in all kinds of countries to Koppert. That benefits everyone.”
Barendrecht-based company is big in melon, kiwi, citrus, grapes, and tomatoes and has less extensive activities in many other crops, such as pineapple and persimmon. The supply lines are global: citrus fruit comes from Morocco, Israel, South Africa, and South America, kiwis from Chile, New Zealand, and Italy, grapes from countries such as Chile, Peru, Brazil, South Africa, Egypt, and India and, also, melons from Spain, Central and South America. Its market encompasses the whole of Europe, Russia, and Kazakhstan, with customers in retail, processing, wholesale, and food service. HillFresh sees growth potential in the large, but also complex and crowded markets of Italy and France. In order to secure stronger positions in these markets, the company, which has over 90 employees, recently opened branches in Verona and Marseille.
The Expert in Taste
In these markets and elsewhere, HillFresh aims to beat the competition on taste, in which the supplied products have to excel. The company has so far succeeded in that objective. HillFresh uses the ‘Expert in Taste’ label for melons and kiwis. This label is a guarantee of good flavour and is enjoying growing recognition in the chain right through to the end-consumer. A notable example is the Kirene Galia melon. This very flavoursome melon has been steadily conquering the shelves in Europe for a number of years. Director Leo van den Heuvel explains, “Another strong point of this variety is its obvious ripening. When the Kirene starts to take on a bright yellow colour, it is ripe for harvesting. This clear colour indication prevents premature or late harvesting, and that benefits all the other parts of the chain. With the Kirene the consumer never has a melon that is underripe or overripe. Hardly any have to be discarded.”
Sustainability is a basic precondition
As the overseer of a large number of supply and waste lines, HillFresh sees food safety and sustainability simply as basic preconditions; as primary requirements. “We would get nowhere in our critical markets with products that are not safe or grown sustainably,” says Johan van der Leer, who is in charge of food safety and quality at HillFresh. Sustainability at the trading company goes further than environmentally friendly cultivation. Social sustainability is just as important. “We, our customers and their consumers want nothing less. It’s an essential requirement.” That is why HillFresh International requires andmaintains a large number of certifications, including those of the more familiar GlobalG.A.P., BSCI, SMETA, and Rain Forest Alliance programmes. “We ensure that our suppliers deliver what retailers demand,” Van der Leer explains.
“We have everything in place already”
HillFresh International works particularly hard to promote sustainability. The company monitors the market and developments and tries to look far ahead to see what may lie in the future. “We aim to be ahead of the market,” says Johan van der Leer. “An example? The supermarkets are set to make greater use of pathogenic micro-organisms.
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Koppert Biological Systems