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New Finnish website launched to link global fresh produce buyers

A new web-based trade portal called Claridock, launched by a Finnish entrepreneur, aims to link global fruit suppliers and buyers. Slobodan Stanić says he launched the web platform as a global trade database that will be turned into a marketplace to improve the supply chain.

Slobodan Stanić, founder of Claridock

“This website is for suppliers and buyers. Companies from the US can analyze their competitors and quickly verify new suppliers. Soon they will be able to estimate the shipping costs and Co2 emissions for each shipping route. Both sides will be able to manage deals and also track shipments via the platform,” explains Stanić.

The platform is currently active with mostly buyers from the US and suppliers from South America. “Most buyers are from the US. We get most of our information from the US Customs in terms of who buys what during which months of the year. Our supplier sign-ups are mostly from producers in Latin America who are looking to expand.”

Using his background in technology development, he built and launched the website quickly by using standard web methodologies. He says the initial focus of the website is on the food industry, but the database will be expanded quickly.

“Right now, on Claridock, you can find fruit suppliers and buyers. As a business, you will be able to quickly find a verified producer from Africa or South America, make a deal and arrange and track the shipment. We use data we can find online, like customs data, from company websites, certifications, locations, etc., to enrich profiles. Since launching, we have been trying to reach out to companies to claim and prove their data. We just added table grapes, and we plan to add one fruit type per week. We look to have the best data to enrich it. We use a bit of machine learning. We search for specific grapes, certifications, etc. The aim is to have matching on the buyer’s side with suppliers.”

He listens to the demands of clients and source suppliers accordingly. “We added bananas to the system because I had banana suppliers from Latin America who approached me. Very often, banana suppliers are stuck in mid-shipment, where the buyer pulls back and don’t want the fruit anymore. Based on the Inco terms, the seller is then stuck. They then need to find a buyer quickly. In that case, we can have a real marketplace,” explains Stanić.

Stanić says the aim is to eventually be like a back office for producers and buyers. “The Claridock system can give you shipping costs for routes of fruit, find suppliers, and manage like full stacks. When we reach a certain number of suppliers, we will have a premium offering that stands out. We will be like a back office for them. We will have a button to send a quote. These company users can then manage inquiries and respond to them. If they buy the monthly premium option, they will be able to compare offers, calculate shipping costs and have full integration to track shipments. Our system will also fully integrate into their company systems as well. We will be like a back office. The idea is to be a monthly software as a service. If we have suppliers and buyers, there are always additional options to monetize, offering insurance, finance, etc.”

Stanić hopes to expand to include Africa and Europe as the next bid regions. “Based on the data that we had, the next bid regions are Africa and Europe. We are not focusing on the Asian markets at the moment. We anticipate having nuts and seeds in the future. For now, my team of four people, which includes myself and my wife, are looking to fundraise, to get sign-ups, and to prove the business will work,” states Stanić.

He will be visiting Fruit Logistica in Berlin to talk to media and customers, but he does not have a stand.

For more information:
Slobodan Stanić