What was your first job in the produce industry?

I actually came to the fresh produce industry by accident. As a young man I lived in Casablanca, where I was particularly interested in anything that could help me improve my English. I enjoyed the English language and, at the age of 12, my ambition was to settle in the UK.

When I was 21, I looked for a job at an English company. I found one with L Barber Ltd in Casablanca, which was the main organisation handling produce exports, insurance, and shipping at that time in Morocco. It was a very well known and respected firm. I was assistant manager there for two and half years, in charge of exporting citrus and potatoes. I was a bit cheeky, and had already said to Mr Barber I wanted to move to London. He had an office in London that was run by his son, who sadly died - and Mr Barber asked me to take charge of it.

What happened then?

I was managing director of L Barber London Ltd at the age of 24, and created an insurance company, a chartering firm, an import side and a transport company as part of the business. I was in fact managing director of nine companies, all based in Leadenhall Street.

The business was vertical at that time - you had to be involved in all aspects of the trade. I worked for

L Barber London Ltd for 10 years, until Mr Barber died and his nephew took over in 1971.

In September of that year, I formed Jacques Onona Ltd. At that time, our industry’s dream was for the UK to enter Europe, as it meant we would be able to trade freely. For example, there were huge restrictions on apple imports. I specialised in apples and potatoes, but was also active in citrus. I was importing citrus from Morocco, but then switched activity to Spain. I was innovative in finding a quicker route of access to the UK market from Spain. It used to be a seven-day shipping period from Valencia, but I helped set up a direct line from northern Spain to Portsmouth, which took just 54 hours.

What progress did Jacques Onona Ltd make in the UK?

The big event was when the UK entered the Common Market in 1973. That represented a big opportunity for Jacques Onona Ltd, which was based at the London Fruit Exchange at Old Spitalfields market. It meant we could increase turnover, and become the specialist for French produce in the UK market.

Imports became free of quotas, and France became a major supplier of apples to the UK. Jacques Onona Ltd had a market share of 10 per cent for French apples in the UK.

At that time, the supermarkets were developing an interest in fresh produce, although wholesale was still the main outlet. However, then the revolution started. During my career, I have supplied Sainsbury’s, Tesco, Safeway and the wholesale sector. I also developed an export business to Spain, Italy, Russia and Portugal, operating from the UK but co-ordinating French produce shipments to those markets. At the same time, I was supplying Walkers and Pepsico factories in Europe with special potatoes for the crisp industry, which I grew for them in Brittany, France.

The business reached a £24 million a year turnover in 1992. I then accepted an offer for Jacques Onona Ltd to become part of the Albert Fisher Group, but was left in charge of my company, that then had an office in Elstree, until 2000. I was also involved in other companies in the group.

I left in 2000 because Albert Fisher wanted to consolidate, and I didn’t want that. Although I sold Jacques Onona Ltd to the group, I was also operating another company called Jacques Onona International Ltd, and that continues to this day. I run the business with my wife from my home in Regent’s Park, London.

I export German potatoes and French apples to Russia and Israel, and I am also breeding, in co-operation with the Volcani Institute in Israel, Israeli potato varieties, for which I hold a licence for Europe, and which I am developing in Scotland.

What changes have you seen to the industry?

I have seen the evolution of the supermarkets, which have changed the nature of our trade. They have cut many experienced specialists out of the industry.

But, on the plus side, they have introduced a level of awareness about what is good and bad in fresh produce, and they have also developed an understanding of the whole supply chain. I remember that when John Love of Sainsbury’s started the cold chain, everyone in Europe started laughing. Five years later, they all copied it. The UK was the first industry in Europe to take serious care of the industry from all aspects, including distribution, food safety, new varieties, etc.

The UK supermarkets had a different way of looking at things - they could achieve a 20-30 per cent mark-up on fresh, instead of five to 10 per cent on groceries, and that gave them the strength to dominate the sector. Because retailers in the UK had a thirst for success, other countries soon followed suit.

You have also been involved in a number of trade associations in your career, I believe?

In 1973 I was elected chairman of the Fruit Importers’ Association, and served for 10 years in all.

I wanted to give something back to the industry, and worked hard to try to understand what aspects needed improvement. I helped set up the Fresh Produce Consortium with David Formosa, and was actually the person who chose the word consortium. I was chairman for a while.

One of my most important activities in the interprofessional world was when I became the UK delegate for the industry in Brussels, a role I held from 1974 to 2004. My speciality and interest was obviously in Europe, so it was thought I could be helpful.

Our interprofessional activities in Europe were channelled through Eucofel in Brussels, a federation of the 15 trade organisations of the then 15 member states of the EU. As the UK representative, I was part of the board. Eucofel was the official representative of the European fruit trade with the European Commission, and had a consultative role. In 1988, I was elected as president of Eucofel for two years, and then re-elected two years later.

I was awarded the Order of Merit by the French government for my services to the European trade.

How did you feel upon winning the Florette Lifetime Achievement Award?

I was very happy to win, and felt grateful for the opportunities I have had to develop my business here in the UK. I have tried to give back all I could to the industry, and insisted it was always at my own expense. Winning was a very pleasant surprise.

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