Since the 1950s, the Götterfrucht brand has been well-known in Germany and even throughout Europe. Previously, it was owned by the Peris Agost Hermanos family, which recently gave up its business, Peter Grundhöfer, managing director of Frankfurt company Grundhöfer Ltd, tells us. Since the brand was up for sale, Grundhöfer acquired the rights to Götterfrucht for Europe. After all, he has been selling citrus under this brand for 30 years.
Image: Grundhöfer GmbH
Long-term, consistent qualities
"At the moment, the oranges and clementines are sold to Germany, Austria, Switzerland and Belgium. We have employees in Spain who are responsible for quality control, packaging and loading. Sales are managed from Germany. Götterfrucht has been able to make a great name for itself because the product offers more consistent qualities on average and we can start with the late varieties in time. We basically try to offer consumers the best oranges and clementines for each season," Grundhöfer says. "Our goal in the future is to expand the brand to other fruits."
180 tons of citrus per week
"We have set up a program with Götterfrucht where we have goods available from Spain from November to June/July and from South Africa from August to November. This should mean we will receive 180 tons of citrus each week. Originally, we were told to expect rather smaller calibers this year, but the calibers are actually within the normal range," Grundhöfer said. "Given the weather in Spain, a normal crop is expected there, compared to the last five years. However, shelf life is suffering a little due to the weather conditions. The quality itself does not."
According to him, the quality of the oranges South Africa was very good. In turn, he said, the Spanish season is just starting this week. "Demand is off to a good start. With the recent mild weather, demand for the citrus has not been too strong. However, there will certainly be an increase in demand in November."
Photo: Grundhöfer GmbH
High demand for large calibers
"We try to market the largest calibers possible through the Götterfrucht brand, because consumers in Germany are asking for these, despite the fact that smaller fruits are often tastier. In France, for example, it is mainly smaller fruits that are marketed. Our customers include both food retailers and wholesalers." However, citrus fruits are also offered by Grundhöfer independently of the Götterfrucht brand.
Subdued mood at the Frankfurt fresh produce center
According to Grundhöfer, the mood is easing a bit at the wholesale market, as customers are currently more price-conscious, in contrast to the pandemic period. "Of course, the wholesale market companies always try to offer quality goods. However, many customers are currently more interested in the price, which is why the mood is relatively restrained. But we hope that with the citrus season and by Christmas sales at the latest, consumers will again be willing to pay a reasonable price for quality fruit."
Finally, Grundhöfer points out that fruit and vegetables per se are not directly affected by the pandemic and war-related cost increases: "Of course, we try to pass on the increased ancillary costs, but this is very difficult to do. The fact is that the decisive factor in our industry is nature itself. In the event of crop losses and other complications caused by Mother Nature and the weather, we definitely have to adjust our prices accordingly."
For more information:
Peter Grundhöfer
GRUNDHÖFER GmbH
Johann-Georg-Fahr-Anlage 1
60437 Frankfurt
Tel: 069 - 40 50 08 - 0
[email protected]
http://grundhoefer-frankfurt.de