TRADE AND MARKETING Eye-catching presentations at Fruit Logistica Fresh potatoes, preferably all year round The pure, fresh potato, that’s been our trademark for the past twenty years’, Aleš Schneiberg of Bramko tells us. Despite the frosty cold in the Czech Republic, Bramko has succeeded in taking beautifully-fresh, green potato plants to Germany. This fresh presentation is totally in line with the Czech company’s ideas because, from the beginning of June onwards, the company takes earlyfresh potatoes to the market. The company grows 950 hectares of consumption potatoes themselves, thus being the biggest producers of potatoes in the Czech Republic, managing director Aleš Schneiberg proudly tells us. Pavel Pokorný, founder of the company, started out with 10 workers on 30 hectares twenty years ago. Today, the company grows its produce on over 2,500 hectares and has a workforce of 500. Bramko delivers its potatoes directly to end users such as the Penny-market, Kaufland, Ahold and Lidl supermarkets. ‘We intentionally choose not to supply via the distributors or the external, small packaging companies. We do this to keep the lines short and so get the potatoes on the supermarket shelves as fresh as possible’, Schneiberg explains. Bramko not only sells its potatoes in the Czech Republic, but also to countries such as Russia, Hungary, Bulgaria, Romania and this year also to the UK. ‘It gives us two pillars to build on, so that we don’t depend on our local supermarket organisations, with all the resulting financial consequences’, Schneiberg adds. Schneiberg and his team aim at finding new customers during Fruit Logistica. ‘We’ve quite a lot to offer our customers, for we’re specialised in harvesting and supplying fresh produce each and every day. That’s not possible all year round, of course, so we have a 17,000-ton storage unit in order to supply our customers on a daily basis. We package approximately 50,000 tons of potatoes every year of the Berber, Carrera, Presto, Marabelle, Milva, Mozart and Bellana varieties. In addition, we test many varieties to find out which our customers prefer. The cooking quality and the visual presentation in particular are very important for our customers’, Schneiberg explains. Bramko’s own brand which makes it stand out in the market, is Brambory, the Czech word for potato. ‘The pure, fresh potato, that’s been our trademark for the past twenty years’, Schneiberg says. Quickly offers potato experience ‘We really want to grow internationally, hence our presence at this fruit & vegetable show’, says Peter Quik of Quickly Bestsellers assertively. ‘The reason is that the Dutch demand for a good product has also developed in the countries surrounding the Netherlands. It’s important that you know how to stand out. We’re all too familiar with mass production from the deepfreeze or long shelf-life products. What’s important is to get the potato experience back. People want to have the taste back from the old days, but with more convenience. We distinguish ourselves by making convenience products. For example, the taste of our products is as close as possible to that of the homecooked food of our customers. That’s our strength. We supply to retail, gastronomic food-service channels and care institutions. With a great number of players in the market, you need to remain sharp, because your last sale can determine a client’s next purchase. A recent example of product development is our fresh mashed potato, which tastes exactly how mashed potatoes should ‘People want to have the taste back from the old days, but with more convenience’ Peter Quik of Quickly Bestsellers has discovered. taste. Such products have an added value for the consumer and mean that potatoes remain on their shopping lists. This year, we’ve been in the potato trade eighty years, and twelve years in the convenience product market. So we’ve a great deal of knowledge about both the fresh and the processed potato. This gives us a complete programme with which we can provide the consumer with the highest quality.’ Potato World 2013 • number 4 27 Pagina 26

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