When did you join the company and what was your background?

I came to Mehadrin UK in June 1998 as the company’s Israeli representative, and that was my first job in the produce industry. Previously, I worked in a number of marketing roles across Europe.

Of course, people moved on, as in any business, and in 2000 I was nominated to become managing director of Mehadrin UK. In 2001, the Mehadrin office merged with the Tnuport UK office, and we became MTEX UK, of which I was nominated to become managing director.

What changes have you seen to the produce industry during your time at MTEX?

MTEX’s major customers are the UK multiples. Citrus is our biggest line, followed by grapes, potatoes, avocados and some organic lines.

When I arrived in the UK, our retail customers did not operate the same purchasing system as they do now; we used to pack directly for the supermarkets.

But in 2001, the big retailers moved to the category management system. One of our biggest achievements since that date has been to adapt to a new way of working. It is important in the fresh produce sector to make changes and be ready for new phases in the industry, and I believe MTEX UK has successfully risen to that challenge.

The fresh produce industry moves at such a fast pace, especially in the UK, that it can be very complicated to always keep on top of what is happening. One of a manager’s important tasks is to be ready for all the changes, and to analyse and implement them in the right way.

This industry is very interesting compared to other industries I have worked in, because of the quick pace and because we are working all year round, dealing with suppliers from both hemispheres.

It is a fantastic environment to work in and allows you to meet people from all over the world, so you pick up an unbelievable amount of knowledge to implement for your own business.

What have you achieved in your time at MTEX?

We have managed to double our turnover, continue working with all the major retailers, offer a high-quality level of service and come up with new ideas, new varieties, new packaging options and new promotional activities.

How has the well-known Jaffa citrus brand progressed in recent years?

Jaffa citrus has been exported from Israel for more than 100 years, but MTEX came to understand the power of the Jaffa brand, and we succeeded in forging an exclusivity agreement with a major UK retailer for year-round availability of Jaffa fruit. This is probably my biggest achievement to date.

MTEX has used advertising in commercial consumer magazines and retailers’ own publications, price promotions and in-store activities to build up year-round consumer demand for Jaffa citrus products, and that was done together with MMUK. We are now running the biggest-ever prize competition organised by the fresh produce industry, offering consumers the opportunity to win a villa in Spain worth £250,000. Two years ago we also ran a television campaign in the UK for Jaffa.

The fact we have a very strong brand name allows us to sell many varieties all year round, and Jaffa is now the most well-recognised fruit brand in the UK, according to our surveys.

In the last week of September, MTEX UK moved to a new office in Borehamwood, Hertfordshire. Our old site in Essex was very small, and now we have much more space. Our staff all live in the north London area, and Borehamwood is very accessible by car and train.

How would you characterise your time at MTEX?

I have had a fantastic opportunity to contribute to this industry, and I would like to thank all the people I have worked with over the years for their support and co-operation.

I have really developed here at MTEX, and genuinely feel that this has been an amazing experience.

You are moving back to Israel at the end of December. What are your plans for your return?

I will be taking on a new role at MTEX’s head office as international business development manager.

I will be responsible for bringing more business to the Mehadrin group, which will involve travelling a lot, and I will still be involved with the UK office to a certain extent.

Any words of encouragement for your successor Marius du Plessis, already a well-known figure in the South African fresh produce industry?

The company has nominated Marius to follow on from me, and I would like to wish him every success and all my support for his new role.

MTEX UK must now work even harder to maintain the high level of service it has developed, and continue creating more points of difference for its customers.

Topics