The demand for Fairtrade bananas is set to increase in the foodservice sector in 2008, according to Stephen Fox, managing director of JN Fox & Sons, the UK’s leading banana ripener and distributor for the foodservice sector.
“We already supply a good volume of Fairtrade to our foodservice customers, but demand is being driven by their customers, who are becoming increasingly aware of Fairtrade and what it means,” Fox told FPJ. “We consistently meet with catering managers and chefs and Fairtrade has risen up the agenda; the high-profile chefs have started talking about it more and that dictates what comes back through the chain.
“We received many enquiries for information about Fairtrade in 2007. I expect some of those to turn into orders in 2008.”
Fox & Sons is based in Iver, Buckinghamshire, and has increased its market share significantly since it moved its ripening operation from Western International in 2003. As in the retail sector, customer focus is key to progress in foodservice, added Fox. “We have long-standing relationships with all of our major customers and we have developed those by being totally focused on the needs of their business. It is a tried and tested process. We manage their purchase orders, advise the buyer direct wherever possible, and deliver product that is not only in accordance with specifications, but also presented in the best and most suitable format for the daily requirements of the customer,” he said.
“Foodservice can be a very demanding sector; we often deliver four different packs with different colours and sizes on one pallet. However, we supply many of the leading foodservice companies and, collectively, they all benefit from our ability to focus on the product for them. We only source the top brands, because the majority of our fruit is pre-packed. We constantly review our purchasing to ensure continuity of the highest quality of fruit.
“We try to get inside our customers’ businesses. It is all about us knowing the businesses we serve, using our knowledge of the marketplace, and adapting that to their needs and requirements at all stages, as well as the demands of their customers. Achieving that builds confidence in the partnership, and long-term, it aids the growth and development of their businesses as well as our own.”
The other prevalent trend affecting bananas in the foodservice arena surrounds packaging and the need to tailor specifications to varied handling and storage regimes. “We have integrated ourselves in customers’ businesses to the extent that we visit the units they serve in order to research the approach that fits their situation best.
“We are continually analysing the cool chain and handling requirements, tracking and monitoring fruit through the chain, so that we can make suggestions and modify packaging to bring out the best performance in the fruit.”
Fox also expects to develop the retail side of his business further in 2008, as the trend for supermarkets to contract ripeners develops. “We will continue to concentrate on foodservice ripening and distribution,” he said. “But we are a service provider too, and we have received interest from a number of retailers recently. We are committed to ensuring that we are in a position to take on that business should anyone want that service.”
A new website - www.jnfoxandsonsltd.co.uk - will go live shortly.
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