Six years ago, Fruit Queen transformed from a small one-person business into a fruit and vegetable wholesaler. This company is based in the Netherlands. It focuses mainly on importing vegetables from Morocco. They also export goods to Eastern European retailers. These are in countries like Russia, Belarus, and Ukraine. Nevertheless, MD, Tatsiana Lysenka, sees further market opportunities for Fruit Queen closer to home.
The company is especially strong in Moroccan products.
In 2020, the company added ginger and likes from Brazil to its fruit and vegetable assortment. “Now we have more products available for our clients,” says Tatsiana. “There are also opportunities on the Western European market. We want to sell our fruit and vegetables there. Every year, we import more bell peppers, tomatoes, aubergines, chili peppers, cucumbers, and many other products. That allows us to further expand into other countries.”
Tatsiana Lysenka and her team at Fruit Queen.
For imports, Fruit Queen maintains good ties with growers. According to Tatsiana, that allows the company to retain control over the entire chain. That’s from the field to the supermarket shelf. “That’s changed tremendously in six years. Then we mainly acted as market traders/brokers. We sold our wares before it reached our warehouse. Now we don’t sell anything without our inspectors having made sure it meets our clients’ quality requirements,” she says.
“So, we’ve been able to improve our service greatly. We know exactly which products we’re getting. This has borne fruit. Our sales have increased over the past few years. A major development is that we have entered into an exclusive strategic alliance with Omar Mounir farm. With 164 hectares, that’s the largest bell pepper grower in Morocco. I expect this new development to lead to further increases in 2021.”
On the other hand, trade with Russia has become increasingly difficult. That’s for European Union fruit and vegetable traders. Yet, Tatsiana says Fruit Queen’s product sales in Eastern Europe aren’t any different from those they’re accustomed to. “We have loyal suppliers and clients. We’re very grateful for the trust they have placed in our team over the past few years. And, thanks to the good cooperation with all our partners, we’re optimistic about the future.”
For more information:
Fruit Queen
Tatsiana Lysenka
5 Oosteinde
2991LG, Barendrecht, NL
Tel: +31 (0) 624 255 756
Email: [email protected]
Website: www.fruitqueen.nl
