Every day, tons of fresh fruit and vegetables are rejected in Europe. For many market participants, these complaints are associated with high losses or uncontrolled solutions that place an additional burden on the market. Fresh Line Fruit Services GmbH shows that complaints do not necessarily lead to total failure: With structure, transparency, and professionalism, value can be preserved, losses reduced, and resources used sustainably. "Our goal is to be the first point of contact for complaint management in the fruit and vegetable sector throughout Europe," says Managing Director Ümit Ayar when asked.
© Fresh Line Fruit Services GmbH
"We specialize in an issue that many in the industry are familiar with, but few really solve professionally: Complaints and rejected goods in the fruit and vegetable sector. For producers and suppliers, a rejection often means not only a high loss but also an immense amount of additional organizational effort. This is precisely where we come in, offering fast and tailor-made solutions to minimize these losses and give our partners planning security," Ayar explains. In addition to Fresh Line Fruit Services GmbH, based in Nettetal, he has a sales and collection location in Heijen (Netherlands). "This is where daily traders and market vendors buy their goods directly, see the products on site, and can respond flexibly to their needs. We also have additional service locations in various regions of Europe. This structure enables us to operate flexibly and close to the market."
© Fresh Line Fruit Services GmbH
Left: A look inside the company's cold storage facility in the border town of Heijen. Right: Ümit Ayar and Maricarmen Jiménez Alarcón attend numerous trade fairs every year to exchange ideas with existing and potential new customers.
Greater fluctuations in quality and availability
Over the years, food waste has become a global problem with serious economic and ecological consequences, Ayar emphasizes. "Often, this involves food that is still edible and is being discarded by the respective market participant itself at locations that are overwhelmed by the quantities or quality requirements. This often leads to products being passed on at very low prices, ultimately making the situation even more difficult for everyone involved. Our approach is to bring structure and professionalism to this area: We provide orderly, transparent, and controlled solutions—whether through further processing, targeted diversion to suitable sales channels, or professional disposal. In this way, we contribute to reducing losses and increasing sustainability in the industry."
© Fresh Line Fruit Services GmbH
The challenges will only continue to grow in the future, the industry service provider continues. "The requirements of retail chains are becoming increasingly stringent, logistics costs are rising, and climate change is leading to greater fluctuations in quality and availability. All of this increases the likelihood of complaints. We therefore expect the number of complaints to increase in the coming years. Companies that are not prepared for this risk will suffer significant losses. That's why it's important to have partners who can act immediately in such cases."
© Fresh Line Fruit Services GmbH
The growing group of companies already operates across borders and has set itself the goal of further expanding its international network in the coming years. Ayar: "The combination of service locations in Europe and our collection market in the Netherlands gives us the opportunity to respond flexibly to local needs and build long-term, stable partnerships."
© Fresh Line Fruit Services GmbH
Controlling losses and preserving value
However, the core message that the dedicated team wants to convey remains the same: "The decisive factor is how you deal with a complaint. Anyone who returns products in an uncoordinated manner and without a clear strategy risks price erosion and a devaluation of the goods. Professional complaint management, on the other hand, prevents products from becoming 'commodities' – and ensures that losses are controlled and value is preserved. Our message is therefore: quality in processing pays off in the long term – both financially and in terms of trust in the market. That is why we recommend placing such tasks in the hands of a specialized partner."
For more information:
Ümit Ayar
Fresh Line Fruit Services GmbH
Leutherstrasse 12
41334 Nettetal
Tel: +49 (0) 2157 1287 900
[email protected]
www.fresh-line-services.de