The German arm of major fresh produce supplier Univeg has revealed it is aiming to increase its banana sales in the country to 80,000 boxes per week, up from the current level of 40,000-50,000 boxes.
In an interview with leading German industry weekly Fruchthandel due to be published this week, Univeg Germany's managing director Thomas Averhoff confirmed the group was working with two large suppliers in Ecuador to expand the business.
Along with Univeg's corporate communications chief Nancy Goovaerts, Mr Averhoff also revealed plans to revive the 1x1 fresh produce brand, made famous by the former market leader and Chiquita Europe subsidiary Atlanta AG, which Univeg acquired for €65m in late summer 2008.
Atlanta AG was renamed Univeg Germany in November 2008 and since that time has undergone a period of reorganisation and consolidation led firstly by Francis Kint – now CEO of Univeg's fruit and vegetable business – and now by Mr Averhoff.
The 1x1 brand will be used to market premium bananas in the middle to upper end of the market, the Univeg representatives told Fruchthandel, with Mr Averhoff adding that the group was confident consumers would react positively despite the recent downturn.
'These are not the worst conditions for such a renaissance,' he explained.
