Adafresh is getting ready for the winter season with Israeli fresh herbs. At the moment most varieties are readily available. Marketing manager Ayelet Lantzer goes through the expectations of the herb season. "Due to the extension of our grower base we expect to supply 20/15% more fresh herbs this year."
Adafresh offers the full range of fresh herbs, varying from the main product basil to mint, chive, coriander, dill, sage, oregano, rocket, rosemary, thyme, samphire etc. "We're lucky that the consumption of fresh herbs goes up every year. The largest increase in sales has been in mint and rosemary over the last few years, but every product has gone up in recent years," says Ayelet.
The Adafresh growers are spread around Israel. In total 33 Israeli herb growers joined Adafresh this year. Ayelet explains the interest among new growers: "We are a professional herb company and herbs are our main business. We have good facilities and the growers were very satisfied with the collaboration last year. That's why we've grown so much. We're also collaborating with African growers to fill in extra demand."
Adafresh supplies the herbs through various different sales channels, such as retail, exporters, wholesalers and food services. "The sales office in Holland is very important to us for the distribution to the European market.
The highest priority is the quality policy for the company and the QS certification for the supermarkets is proof of this. Our logistics centre near Tel Aviv airport also contributes to the quality control of our products. Ayelet has faith in the sales of herbs over the next few years. "We foresee a good future for the Israeli herb cultivation based on the increased demand for herbs worldwide."