After mirontell fein & frisch - a company specializing in fruit salads - was still struggling with the effects of the pandemic at the beginning of this year, a more positive trend emerged over the course of 2023, Lean Manager Robert Leuendorf explains: "The figures have even improved compared to pre-covid numbers. In addition to this, we successfully entered the direct marketing market alongside our wholesale business. We were also able to sell more to our existing customers this year while gaining new customers."
Robert Leuendorf (far right) and other mirontell employees at Fruit Logistica 2023.
In terms of raw material procurement, there have always been challenges this year. "At the beginning of the year, the consequences of the war in Ukraine were still making themselves felt in the trade. Troublesome weather led to shortages of watermelons and oranges. However, you can't say that the weather was any worse than in previous years."
Declining interest in regional and sustainable products
In spring 2023, the company presented the new 'Werderfrüchtchen' product at Fruit Logistica, but it did not bring the hoped-for success: "The topic of regionality has taken a similar course to the topic of sustainability: as soon as customers find out that the regional product is more expensive, they go back to the standard product. Nevertheless, we continue to offer the product. However, there is a higher demand for fruit salads and convenience products in the food service sector. We still have a lot of catching up to do in this area in Germany in particular." During the summer, mirontell was able to market its products as far away as the Baltic coast. "This fall, we were able to produce surprisingly large quantities due to new customers."
According to Leuendorf, Germany lags far behind other European countries in terms of the range of convenience products on offer. "This is a challenge, namely to place our products on the market in such a way as to get out of the price crisis. Many people want to buy convenience products but complain when the products are more expensive than the raw materials."
Despite this, the company from Großbeeren was able to increase its sales by 35% this year, says Leuendorf. The company is investing in the expansion of its machinery to provide more capacity for the future. The investment planning is complete. Some of the machines have already been ordered. This will be accompanied by an expansion of the production, sales, and other areas and an increase in the number of employees of at least ten percent."
Proud of the team's achievements
The company had to constantly create new plans and new processes to meet the ever-increasing demand. "No two days were the same. This year was very labor-intensive. The team has performed extremely well. We are very proud of that." Meanwhile, the organic line has declined sharply - a similar problem to the sustainable products. The next task is to set up the new machines. "This is already very demanding in terms of planning."
For more information:
Robert Leuendorf
mirontell fein & frisch AG
Zum Kiesberg 8
14979 Großbeeren
Tel.: +49 33701-3573-0
[email protected]
https://www.mirontell.de