Berlin Goes Fruit


Opening Fruit Logistica in Berlin are Karl Schmitz, Chief Operating Officer of Federal Association of Fruit & Vegetable Growers, Bonn; Manfred Nüssel, President of Deutsche Raiffeisenverband e.V.; Henning Fritz, the German handball world champion (ringer hired in for the event) and Willi Fitzen, CEO BVEO.


     Sometimes a good trade show like love is where you find it.
     Fruit Logistica held earlier this month in Berlin is a good example of the kind of event air cargo should know more about and consider attending.
     An exhibitor from Africa puts it in a nutshell:
     “Years ago we were given money as development aid.
     “Today we are hungry for know how and technology.”
Leisure Cargo Latin America chief, Eric Fraenkel, left and the group’s operations director Christian Weidener at Fruit Logistica in Berlin.          Fruit Logistica in Berlin was a giant hall of 1,800 exhibitors; a place full of new faces out to both create and build markets.
     This year from February 8-10 more than 42,000 trade visitors from 120 countries confirmed that here is the world's leading international trade fair for fruit and vegetable marketing.
     Fruit Logistica also attracted agricultural ministers from Egypt, Ghana, Greece, Israel and Italy as well as from this year's partner country, the Netherlands.
     By the way, winner of Fruit Logistica’s “Innovation” or “Fruit of the Year” Award was a company named Vitamini that has figured out how to pack ready-to-eat vegetables in a plastic bag including mini tomatoes, crispy, tart gherkins and mild & tender orange-colored peppers that can be dispensed from vending machines.
     So while you are in the warehouse, instead or snacking on cheese doodles or candy bars Vitamini, has this better idea and Fruit Logistica took note.
     At Berlin Fruit Logistica, France, Spain, Italy and a variety of exhibitors from as far away as Guatemala, Vietnam, the UK, and USA, Peru and Kenya appeared.
     Last year perishables accounted for about 6.8 % of total air cargo carried in and out of Europe.
     But the segment is growing fast.
     Christian Weidener, operations director and general manager of leisure cargo, the 18-carrier cargo organization joined Eric Fraenkel, leisure’s Latin America manager at Fruit Logistica.
     Mr. Weidener said:
     “Fruit Logistica affords us the opportunity to both offer our services and also go face to face with our customers.
     “First hand knowledge of consignments is critical in successful perishables transport.
     “You know that we are very creative in filling our long haul bellies on routes where there is really no other freight.
     “Experience has taught us that one hour in the sun can be too long for a load of perishables on an airline pallet.
     “Fruit Logistica combined the best of a learning experience with advancing customer relations and awareness.”
     Next Fruit Logistica in Berlin will be held in February 2008.
Guenter Mosler