Towards the end of last year, Dutch fresh produce company HillFresh International established a new import-export company in Italy. Based in Verona alongside a 14,000m2 packhouse, the division has also opened a special distribution facility at the Veronamercato wholesale market, one of the largest centres of its kind in Europe. Here, Eurofruit speaks to Moreno Bonfatti, who heads up HillFresh Italy as general manager.
Moreno, what were the main reasons behind HillFresh’s decision to set up this new business?
Moreno Bonfatti: HillFresh Italy was created in November 2014 to export and distribute Italian fruit and vegetables. We also distribute the parent company’s products from the Southern Hemisphere in the Italian market. We are following the parent company’s own programme, specialising in five products in which it is particularly strong. We are ready for a 12 month supply project, offering customers a range in qualities by product. By doing this, we are securing supply by working in close relationship with growers in various parts of the world. We want to be able always to supply the right product at the right time. Our main 12 month products are: melons, citrus, kiwifruit and grapes.
How many of you are there in the new company?
MB: We started small but now we have 10 people in sales and administration. We’re growing gradually in a structured, orderly fashion so that we satisfy our customers’ requirements. The staff all have previous experience of working in the country and we’re adding new people as the need arises, including young people who want to work in the world of fresh fruit and vegetables.
You yourself have plenty of experience of handling each of these product categories from your previous work with Fruttital. How easy will it be to establish these new lines at HillFresh Italy?
MB: The Italian market in general is moving forward for the moment. We think the experience and knowledge of how to succeed as a company lies in proving that we are able to add value and offer an optimal service within the current distribution. We do not want to disturb the market by doing things that are not in the interest of our producers. We want to show that by focusing the right way it is possible to gain the confidence of the consumer.
Are there gaps in your supply programme that you’re working to fill?
MB: Despite the fact that the programme is very solid, there is always work to be done. For example, when it comes to our citrus, in addition to imports we’re also creating a segment for Sicilian and Calabrian product. In Italian grapes there are most certainly big opportunities. For each product we are working in partnership or closely together with the growers and producers. For instance, starting this year we have nearly 650ha of production in Italy that we market completely through Hillfresh Italy. In addition, our parent company’s The Expert in Taste project is very exciting. They have been advancing well in kiwifruit, melons and grapes, which we are already able to supply in good volumes at a high level of quality for 12 months of the year.
Do you think that HillFresh Italy’s role as an exporter is something that will take time to develop?
MB: For sure, but we are doing everything step by step, in a structured way. Most important is that within the group we do the right things, grow and develop side by side. We are playing an active role by helping producers to implement the best agronomy and production techniques. We always want the most efficient logistics in place to serve central and northern Europe in the best possible way.
