Can you explain the make-up of Valstar Group?
Dutch commercial enterprise Valstar Holland BV has undergone a lot of changes in the last 80 years. We started as a commission agent and merchant at the traditional Dutch auction clock, and since then have developed into a widespread and modern service company for fresh fruit and vegetables.
This year, we are celebrating our 80th anniversary. Since the very beginning, there have been several company mergers and partnerships that have formed a strong company group. Emerging partnerships have developed positively, which is proof of their successful merger within the company group.
I could write a book about all the changes that our company has undergone in recent years. It seems that as many changes have taken place in the last decade as have taken place over our entire history. The last few years have been very hectic, although necessary, but we feel we have finally come through it for the better.
The Valstar Group of companies comprises Bio World, Blueberry World, Eminent, Fresh World International, Fresh World Ireland, Fruit World, Jin-Jin, PeDe, Valstar Holland and Vogel AGF.
You are unveiling a new name at Fruit Logistica. What is the reason behind this decision?
Our successful mergers have led us to believe that it is time to emphasise more effectively the strength and advantages of the co-operation within our company group to both sides of our business - our suppliers, as well as our customers.
The best way to communicate this strength is to present our company group at Fruit Logistica, not only as a group of connected companies, like we did in 2007, but also under our brand-new name: Best Fresh Group.
Valstar Holland and its sister firms will, of course, keep their own long-established names, and continue trading under their own brands.
What is the strategy of the Best Fresh Group?
The Best Fresh Group encompasses a group of internationally operating companies that all have their individual strengths in marketing fresh fruit and vegetables year round. Every single company within the Best Fresh Group is an independent company.
It is crucial that every company within the group has its own individual specialisation. This is fundamental to our strategy, and shows why we have chosen the name the Best Fresh Group. Every firm has its own point of difference and unique strengths within the fresh fruit and vegetable market.
For example, Fruit World specialises solely in fresh berries from many countries across the world, all year round. The strength of Valstar Holland lies in the production of greenhouse vegetables, while Vogel AGF, on the other hand, has more than 10 years of experience in the field production of cauliflower, chicory and other vegetables. The newest partner in the group, Bioworld, specialises in 100 per cent organic products.
Every company in the group works with its own growers as their suppliers, which not only shortens the supply chain but also lets our companies operate more effectively with our customers.
Together within the Best Fresh Group, all our specialist companies provide a broad and complete range of fresh fruit and veg, with full customer support and service.
What do you feel are the strengths of the Best Fresh Group?
The strength of the group lies in the many advantages that result from the close co-operation of all its members in the fields of storage, logistics, IT systems, administration, human resources, financing and marketing.
The Best Fresh Group works exclusively as a supporting ‘back office’ to all the members of the group, providing management expertise and best practice guidance. This is not only an advantage for our members, but also for all companies involved with the group as a whole: our growers, suppliers and customers.
How important will the UK market be to the Best Fresh Group?
The UK market was, is and will continue to be very important to us. Most of our member companies not only supply the UK, but are also purchasing there. While the group has been growing, our UK sales have grown in accordance.
There are further opportunities in the UK - for example, we do not cover all products segments in the market, and also do not have a member company in the UK yet.
