“When you sell fresh, you sell more”
Dorot Farm, an Israeli company founded in 1941, is currently the largest exporter of fresh and sweet carrots to the U.S. and Canada. “We export around the world, to Russia, Europe and North America, and we have offices in Melville, Long Island, and in Israel,” says Ami Ben-Dror, CEO of B.D.A, Dorot Farm’s Representative for Europe and North America.
The company deals mainly with fresh and sweet carrots, with a focus on offering the best quality and special varieties. Ami explains that “we started in the North American market a few years ago. We ship Cello carrots directly to supermarkets in 1, 2, 3 and 5 pound formats, and Jumbo carrots to the food service, which are very sweet and produce less waste when peeled,” explains Ami. “People appreciate their freshness, sweetness, colour and taste.”
The Jumbo carrots actually became a success story in North America, with very large volumes shipped every season (lasting from February to August). “We received very good feedback on the quality; we started almost 8 years ago and all USDA regulations are met,” states Ami. The bottom line is that “with farms all around the world, you need to find where your growers can have the advantage.”
In this sense, Ami stresses the importance of branding, investments, structure and the capacity to agree in the formation of joint ventures.
The firm also exports a lot to Europe; a destination which, according to Ami, has great potential, since it is a market where large volumes of carrots are still kept in storage for months. “The next step is for big growers to go on joint ventures to grow in the Israeli season, because when you sell fresh, you sell more.”
Focusing on fresh could in fact be the key to extend Dorot Farm’s window in the European market, which currently spans for three months. “The feedback from supermarkets and the food service confirms the difference in quality, and as a leading exporter, we need to focus on innovation, and this is the way to go.”
Ami assures that North America still has plenty of potential to continue growing, and perceives market diversification as an essential move for any horticultural company, as “in the end, despite the different preferences of European and North American consumers, they all want the same: to eat fresh and to be provided with convenience.”
For more info:
Ami Ben Dror
Email: [email protected]