From 3 to 5 February 2010 Cool Fresh International and its international subsidiaries were present at the Fruit Logistica in Berlin. The stand was located in Hall 23, Stand number B02.

For this period our shareholders, members of staff and international partners were all available to meet with clients and suppliers, and to present our innovative supply chain and marketing solutions to a broad audience.

The Cool Fresh International stand attracted a lot of attention, and it became a meeting point for our friends from all around the world.

The stand was built by the leading design and construction company in the fresh produce industry - Zuidkoop Natural Projects.

Above: Hugo Vermeulen and client

Above: Arie Havelaar and client

Above: Mauricio Gonzalez of Cool Fresh Peru (left) together with Loek Schoenmaker, CFO of the group of companies.

Above: The Icelandic Vikings also came to visit!

Above: Niels Stolk of Cool Fresh International gave various demonstrations on how to play (make noise) on the South African vuvuzela.

Above (right): Johan van Niekerk, chairman of the SA Table Grape Industry

Above: Jean Paul van Wijk having an animated discussion (as always....)

Above: The Cool Fresh Team members who ensure that the organisation ran smoothly. From left to right: Mira, Dominika, Julia, Patricia, Valentina.

INTERVIEW WITH HUGO VERMEULEN, MANAGING DIRECTOR OF COOL FRESH INTERNATIONAL ON 22 JANUARI 2010

Faced with the worldwide recessionary trends of inter alia more frugal consumers, a declining payment morale amongst buyers and increasing pressure on prices by retailers, Cool Fresh International has chosen decided to re-evaluate its business activities and invest in one or two bold moves to make the company stand out in the competitive landscape.

While most companies go into a kind of power-save mode in this environment – tightening their budgets, reverting to their core businesses, and basically lying low – Hugo Vermeulen and his energetic team have again chosen to take the high road.

Recently Cool Fresh International made headlines by signing a 10-year management contract with the Namibian government to manage a multi-faceted farm, with a strong  focus on training a large group of emerging growers in modern agricultural techniques. The company also has proven its commitment to corporate social responsibility by creating a flagship social project in the South African slums and disadvantaged rural communities.

When interviewing Hugo Vermeulen, managing director of Cool Fresh International regarding its attendance of the Fruit Logistica, Freshplaza learnt that instead of sending only a limited number of sales people to Berlin, the company will be relocating its entire commercial team to its stand at the Messe Berlin. Hugo Vermeulen: “We have committed ourselves to ‘being there’ for our customers, and there is no better venue than the Fruit Logistica to put your money where your mouth is”.

In partnership with it’s stand builders, information technology and telecommunications service providers, Cool Fresh International has not only created a striking stand at the Logistica, but also a temporary satellite office from where its daily sales activities will be conducted during the duration of the expo.

“Although such a decision is not taken lightly, we are completely confident that we need to break away from the traditional approach. By conducting ‘business as usual’ from our stand at the Logistica, we are confident that we can prove to existing and potential clients that Cool Fresh International is at all times prepared to take risk in order to provide the highest possible service levels. This decision enables our entire commercial team to be available for their clients for the full duration of the Logistica. In addition, we will also be able to demonstrate our sales system in a real time ‘live’ environment to clients”.

Orders which are placed by the satellite office at the Logistica will be executed by the company’s excellent logistics staff at the warehouse in the Netherlands.  

Vermeulen: “We strongly believe that regardless of industry or sector, it is the innovators – those who are continuously coming up with new ideas – who are redefining successful business models.