François Maes is managing director of Belgium-based Special Fruit, a leading international distributor of fresh fruits and vegetables, of which berries, exotics and other specialities make up the majority. François was knighted in the strawberry guild for exceptional work in the export and distribution of strawberries.
Fruitnet.com: How did you first get into the fresh produce business?
FM: I started in the fruit business in 1975, 35 years ago, and I set up Special Fruit 20 years ago.
What inspired you to start up Special Fruit?
I grew up in an environment of small businessmen. My parents were shopkeepers, owning a small supermarket. From 1970, they specialised in the supply of fresh fruit to bakeries. My studies focused on business, and I have a diploma as a butcher. I also did some studies in international transport. The day-to-day challenges in the fruit and vegetable business gave me the satisfaction that was lacking in the more limited supermarket business.
Where did you work before?
I have spent my entire career as an independent in the supermarket and fruit business.
What do you see as the biggest challenge facing the fresh produce industry?
For a few years, I have been spending more and more time monitoring and following up with growers in order to bring a safe and sustainable product to the market. Our industry is based too much on external factors such as the appearance of the fruit, the shelf life and the price. We focus on taste and ripeness, which are the aspects that tempt consumers and thus generate more sales for our customers. At the same time this improves the image of the sector, providing better prices and thus better results for our growers. Our way of working is by directly supporting foreign development projects and setting up financial goals, instead of creating subsidiaries that often fail in their intentions and waste a lot of money in auditing.
Describe your typical day-to-day schedule.
Most of my time is spent between emails, meetings and following up projects, both in the office and during my travels.
What’s the first thing you do when you sit down at your desk?
I start in the morning at around 6.30am. First I go to see the people in the warehouse and then, at 7am, we have a meeting with the buyers and sellers to go through the day’s business.
Do you prefer doing business over the phone or via email, or both?
Despite the fact that everyone can be reached by email nowadays, you still have to wait for them to answer you. Phone contact remains the most direct way of communicating and gives immediate results.
How many people are there on your team?
We have a team of over 100 very enthusiastic employees.
How much travelling is involved in your work?
I take much more time these days to visit clients and suppliers.
Where have you been lately and where are you planning to go next?
My last trips were to Cyprus, Israel and Egypt, and I will be going to Hong Kong and China soon. After that, I plan to make as many visits in Europe as I can to introduce the latest offerings.
What do you love in particular about your job and what, if anything, would you change?
I like the relations that are typical of this business. My challenge is to combine entrepreneurship with idealism in order to promote fruit that is both healthy and great to eat.
What do you do to unwind after a tough day at work?
I am very fond of cycling, which I try to do three times a week. I also make more time for my children and grandchildren, which I have done way too little in the past because of my job. I like music of all sorts. In my youth and young adult years I used to play the clarinet.
