A new fruit and vegetable wholesaler, with a difference, has opened its doors at New Covent Garden Market (NCGM).
Rotterdam Oranje BV is the latest addition to the buyers’ walk, offering the comfort of a shop environment where buyers can sit and examine the company’s stock, and even have the option of a hot drink.
“We wanted to make a statement of intent - visually and price wise,” said Ray Ooi owner of the bright orange two-unit warehouse and shop. “Most of the produce we sell comes from the Rotterdam port in Holland and orange is a very Dutch colour. The idea was to create something different that no-one else on the buyers’ walk had.”
Along with refrigeration and air-conditioning company, Ice Cool Environments, and NCGM’s Edible Systems, Ooi has created a shop environment that opens out onto the buyers’ walk, with orange panels on the outside of the unit and mirrored walls to the interior. The new unit also features a supermarket-style electric door, as well as soft lighting and sofas inside.
“The wholesale market has changed,” said Ooi, who also co-owns a catering and wholesale business, Kim Guan Choong, with his father on NCGM. “People don’t want to look at the produce so much anymore; it is more price driven. When buyers come in they know what they want. We have now created a comfortable environment for them to come in and chat, and hopefully they will also have a look at what we have on offer.”
The wholesaler has installed all the latest technology within its modern unit; Edible Systems set up Rotterdam Oranje’s IT network, CCTV system, telephone system, computers and a back office system - all of which can be accessed from anywhere, at any time.
“Feedback has been very positive. We went down a different route, and it could have gone either way; but everyone wants to come in and have a look. We already have about 50 account customers, as well as cash buyers.
We have surpassed our initial expectations and financial targets.”
