his is set to be a momentous year for Britain. The Queen is celebrating her Diamond Jubilee and the Olympic Games are coming to London. In the fresh produce trade, the Olins brothers are also celebrating 25 years at the helm of one of the country’s best-known fresh produce companies.
Poupart has grown into a group of companies that touches just about every section of the UK fresh produce industry. The dominant part of the business focuses on trade with supermarkets, with companies such as BerryWorld, OrchardWorld, Norton Folgate and Poupart Citrus having transcended new boundaries in supplying customers in what is regarded as a difficult sector. The Poupart Group last year recorded turnover of around £300 million, representing growth of nearly 100 per cent since 2005.
The phenomenal growth in the berry business in the UK has been well documented and it is therefore not surprising that BerryWorld is such a success. It now represents nearly 60 per cent of the Poupart Group’s business, but it is the performance of the non-retail sector, under the umbrella of Poupart Imports with Jonathan Olins at the helm, that is still an important and growing branch of the British fresh produce scene. During the past 12 months it reported another impressive year despite the economy.
In the process the company is steadily turning around business in a sector that for many years had been regarded by producers in some parts of the world as the dumping ground of the produce industry. FPJ recently tracked Olins down on his annual visit to South Africa, and it was while travelling in the orchards of the Cape that we had the chance to discuss his recipe for success.
“In the late 1990s I felt that there were opportunities originally in the wholesale markets, as that was how I first entered into the industry,” he recalls. “I enjoyed the vibrancy of the fresh produce trade outside the supermarket business, and recommended that we start Poupart Imports as a focused and specialist supplier to the non-retail sector.”
After the initial years of establishing the business and building a customer base, Poupart Imports has excelled during the past six years, increasing turnover by 130 per cent to close to £38m at the end of last year. “Our team includes some well-known personalities in the fresh produce trade - people who have known the business for many years, as well as some passionate young members who will help to move the business to new levels,” Olins says. “We have an office in Spain and this is really helping us to ensure continuity of European supply throughout the year.
“The inclusion of salads and vegetables into our business basket has added a new and exciting dimension and puts us firmly on the map as a one-stop shop for our customers.”
Olins says Poupart Imports has a strong supply basis, particularly in South America, South Africa, the Mediterranean and among Europe’s producers. Hence the visit to the Cape which takes place every year in early January. “It helps me to see my suppliers on their doorstep, to assess the development of the grape and stonefruit seasons and to be here at the start of the apple and pear season. I can also talk to citrus growers before the start of their new season.”
“That is really what the business is all about - growers understanding our business and for our part, understanding their problems,” says Olins, who regards trust and good relationships as the cornerstones of success in the fruit business.
“There has been much damage to the image of the non-retail sector in the eyes of South African suppliers in the aftermath of deregulation. We needed to explain that we have a customer base of more than 130 companies whom we supply almost on a daily basis. These companies are quality orientated, love individual brands and would like to have access to the best varieties available.”
He says the requirements from the non-retail sector are diverse and Poupart Imports must therefore have access to a range of products and specifications to satisfy demand. “Unlike the supermarkets, who often only take one count of fruit, we can mostly sell all sizes of fruit, thus offering broader options to suppliers.
“It has taken some time to get this message across, but it is working and we have really been successful in building our base, both with South African suppliers and others throughout the world. They no longer view the British non-retail sector as a market sector of last resort.”
Olins believes offering respected grower brands is a key part of the success of Poupart Imports. Customers in this sector are very conscious of the different brands and the reputation of quality associated with them. “If they have a good experience they come back all the time looking for the same brand and are prepared to pay for it.”
It is therefore not surprising that Poupart Imports’ monthly newsletter features some of the most prominent grower brands and that every year more growers are committing themselves to the sector. “We are also constantly expanding our product range and have recently successfully offered lychees from South Africa to our customers. This year we will also be offering South African figs, pomegranates and prickly pears for the first time.”
Olins says the non-retail sector in the UK is definitely making a comeback. “We see it in our success and the fact that consumers are constantly looking for alternatives where they can buy their fresh produce. The street markets are reflecting this and the large ethnic communities offer a vibrant new sales option where independent artisan retailers thrive. The hospitality industry, the tourist and holiday industry and school healthy eating programmes all add to what is becoming a strong new sector.”
This year’s big events will provide a major impetus for the British fresh produce trade, specifically those in the non-retail sector. “The areas around Spitalfields market will be close to the Olympic events and this will offer our customers more opportunities to sell their products.”
Olins concludes that the past decade has been the most enjoyable he has ever experienced in the produce business. “It is still exciting work, but telling the story and fighting for our suppliers and customers is ongoing and gives all of us in the team a great degree of satisfaction.” -
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