Since 1993 Ben Fresh has been active in the fruit and vegetable branch and from a small starter in wholesale has grown to be one of the most important suppliers of fruit and vegetables in Belgium. "We are proud of this" Ben de Pelsmaeker, the owner of the company, says. "Daily 450 clients order via telesales or via the new electronic ordering system. The next morning they receive their quality products at the appointed time."
Retail
Ben Fresh is mainly directed towards Belgian retailers. "The largest part of the turnover is being delivered to F2 and F3 markets, such as Carrefour and Delhaize. Nevertheless the retail market remains very important as well."
Ben started the company in 1993 with a single lorry. The turnover during the first year was 1 million, which has increased to an amount of 70 million annually in the meantime. Ben explains this growth as a result of consequently entering into good arrangements and to supply the correct quality at a correct price. "Also by mouth-to-mouth advertising we obtained more customers all the time." Ben Fresh supplies the entire parcel, from potatoes to exotic fruit, from total meals to prepared salads.
Ben de Pelsmaeker with his wife
Quality level
Customer relations
Ben Fresh is very interested in building and maintaining a relation of trust with the customer. "We find it of great importance that customers say: I trust that my fruit and vegetables are completely safe in the hands of Ben Fresh. At the moment our clients receive the Ben Fresh magazine 'Toppers of the season'. In this magazine one will find all seasonal products with the necessary product information and tips for storage, processing and preparation. Clients are very enthusiastic about this information, just as with the after sales and the professional assistance controlling the assortment. It is this totality, which is appreciated by the customer" Ben says.
Expansion
At the moment the buildings are being extended and optimized at Ben Fresh. "Because of new techniques, temperature controls, permanent quality checks and the correct investments we continue to grow."
Ben Fresh is adamant that energy use is monitored in the correct way. The company has a new system, which refuses lorries automatically when they are not at the correct cooling temperature. In addition Ben is very careful about the cost price. "Between purchase and sale to the customer the cost should remain as low as possible."
For more information:
Benfresh
Ben de Pelsmaeker
50, Nijverheidsstreet
2260 Oevel-Westerlo
Tel.: 0032 +14 25 84 70
Fax: 0032 +14 23 19 20
E-mail:
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www.benfresh.be
Publication date: 5/6/2011
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