Global Fresh Trading: strategic expansion in Western Europe, Asia

Based in France, but with close links to Ecuador and a sales span from Hamburg to Vladivostok, Global Fresh Trading coordinates international marketing for the Palmar Group – a family-owned and operated agro-industrial firm with over 20 years of experience in the sector. Global Fresh Trading is now one of the leading suppliers of bananas to Russia, Germany and other European countries and achieves an annual turnover of more than €170 million. Global Fresh Trading is this year looking to diversify its client base geographically, specifically to tap growing interest in the Western European market. At the same time, it is expanding into countries such as the UK, Ireland, Italy and Spain and, as is the case for many companies, also sees China as a very attractive market due to its huge potential. 
Initiating business in the Asian region. 
After years in the trade, its brand Pretty Liza is very well-known in Russia and, in coming years, its goal is to achieve a comparable level of recognition in Western Europe. In 2013, it exported over 19 million boxes of bananas with 75% going to Russia and CIS, and the rest to Western Europe. In terms of its innovation, Incarpalm, Palmar’s carton plant in Ecuador, has invested in a new printer which will allow photo-quality images to be printed on cartons. Meanwhile, the company’s farm in North-East Brazil is experimenting with a new method of planting banana palms which involves creating “circular nests”. This innovation promises more efficient use of space and irrigation, delivering productivity gains. In addition to its existing organic farms in Ecuador, Global Fresh Trading has recently started a new program supplying Fairtrade organic bananas from Peru to meet demand in Europe. The organic/Fairtrade part of the business is growing every week, in step with the worldwide trend towards sustainability. “We believe this trend is here to stay and are looking forward to developing this part of our business even further,” said Elizaveta Nikolaeva from Global Fresh Trading. The company’s new website – www.globalfreshtrading.com – was launched in time for Fruit Logistica 2014. Additionally, it plans to visit Asia Fruit Logistica 2014 and at the end of the year to maintain its annual participation at WorldFood Moscow. Furthermore, it is in the initial phase of a marketing project targeting the “de-commoditization” of the banana. Participation in Fruit Logistica 2014 was productive for the company, particularly in terms of attaining its main goal of building long-term relationships. Overall, the company reconnected with existing clients and introduced itself to prospective clients in new regions. Given its strategy of expansion in Western Europe, having a big presence in Berlin was the right move for achieving that aim. 
AK