MTEX UK makes most of new Jaffa indentity

Can you chart your career through the fresh produce industry for our readers?

Around 15 years ago I took a job in my native South Africa at Westfalia Marketing, working on the firm’s domestic account supplying multiple Woolworths.

Then in 1998 I moved to Westfalia’s UK office for two years and after that I returned to South Africa, where I worked for another fruit export company. That firm then opened an office on the continent in 2004, so I moved to Rotterdam.

Then I was offered a job at MTEX in the UK, as my predecessor Dov Warmen was returning to Israel to take up a new post within the company.

I have been at MTEX for just over a year now. It is a stable company and also a large grower organisation, with just over 8,500 hectares of agricultural holdings in Israel. MTEX is Israel’s largest grower and exporter of citrus, as well as other fruits and vegetables. The company has annual sales of approximately $200 million (£130m), with more than 70 per cent of the produce exported globally to all continents. Key destinations include Europe, the US, Canada and Japan.

MTEX is a leading global supplier of the world-renowned Jaffa brand for citrus, as well as avocados, exotics, potatoes and sweet potatoes, among others.

Why did you decide to take the role at MTEX UK?

I really wanted to focus on the UK market and bring what I learnt from the European business over here.

I worked in the UK for two years when I was at Westfalia, and that was just after the category management model we operate with today had really kicked off in earnest. When I returned in 2007, I noticed there had been some changes, but not as many as the last 12 months have thrown up. It really has been a rollercoaster and quite a surprise. It has certainly required some out-of-the-box thinking.

What is the attraction of the UK market for growers and suppliers at the moment?

The quality and variety of product available in the UK multiples is immense. As an example, any big supermarket in this country will be stocking 13 to 25 lines of citrus at any one time, whereas in the Netherlands, you will only find between two and five lines in an equivalent-sized supermarket. The availability in the UK is amazing and really good news for the consumer.

People say that this makes the UK market complicated, but it also means that, as a supplier, you have an option for creativity. People think the UK market is boring and not adaptable, but I believe it is the complete opposite of that. It offers the opportunity for a lot of variety and creativity and there are also chances for branding and marketing.

Israeli growers understand the UK market well, and traditionally it has always been one they like to take care of. The UK was the first market that imported oranges from Israel. For us, the UK is the pinnacle - you simply have to be in it.

What has been your biggest achievement to date during your time at MTEX UK?

Rejuvenating the Jaffa citrus brand. A new perspective is always good - the old brand certainly worked and had a strong following, but we did some consumer research and found it was in need of rejuvenation.

This is a 50-year-old brand with a strong tradition in the UK marketplace, and there was a long process of research and mock-ups before we could modernise the logo.

Our aim was to build a long-term marketing strategy that will support and develop the Jaffa brand promise, that would draw in more of the younger target market, but also access all ages, and that would present profile-raising PR opportunities for the brand. All marketing activities are based on the brand theme: health, energy, outdoor and vitality.

To this end, with London agency Arbor Creative, we are supporting the Weymouth & Portland National Sailing Academy, assisting in getting more local sailing clubs to participate in regattas; sponsoring the British Basketball Teams, and sampling Jaffa fruit at the O2 arena; as well as supporting Linford Christie with his Street Athletics project, a series of community-focused events throughout the UK in which youngsters are invited to race against each other over 60 metres, giving them the chance to compete in the grand final in Manchester.

Jaffa will also be working with Darren Campbell and his Team Super Schools. The idea is to raise funds for schools and to be inspired by and photographed with an international sports star. Arbor will be helping promote these events and supporting the Team Super Schools Award scheme, which gives financial assistance to young sports stars of the future.

And finally, the Jaffa Camper Van will be attending summer concerts and Run for the Sun throughout 2009, sampling Jaffa-branded easy peelers at every opportunity.

The response from growers and supermarkets to the updated brand, unveiled in October, has been excellent. We will now look at rolling the campaign out to our markets on the continent as well. People have seen how MTEX has made a success of the Jaffa brand with its partners in the UK and there is no reason that cannot be duplicated in our other offices around the world too.

We are also in the process of expanding our product range in the UK, with sweet potatoes, dates and avocados, among others, and we have been busy adding to our citrus range.

What do you particularly like about working in the fresh produce industry?

The great thing about the fruit business is that you come across people who have been working in it for 30 years and everyone knows each other.

You can build up great relationships and establish your own reputation. You might change companies, but you will still know people. If you can maintain a good reputation, you can really forge a full career in produce.

The produce business keeps you humble - today you are at the top, but due to issues such as seasonality and exchange rates, tomorrow you could be right at the bottom.

What I like about this role at MTEX UK is that it is a combination of hands-on involvement with big management responsibilities, and it involves me working across all areas of the business.

What is your key message for the next 12 months?

We have to be more adaptable and fight harder across the cost chain. We have to be not just cheaper, but better.

The MTEX model works by having branch offices in our major markets and it is our job to translate and adapt to the changes in each of these. We need to work with all the partners in the chain.

It is not only about price, but value for money. People need to eat and the healthy eating agenda is not going to go away. There is a huge opportunity here if we can get it right.