Giedo Mensinga, now 34, has been drawn to trading from a young age. He initially worked in the tire industry, which he exited five years ago when he sold his business. Due to a non-compete agreement, he spent a few years abroad. His entry into the fresh produce market began when he helped a friend sell cucumbers. In just a year, Giedo's new venture rapidly expanded. Initially selling cucumbers from the trunk of his car, he now operates a wholesale business in Tynaarlo, near Groningen, selling 50 tons of vegetables weekly.
"I started by selling cucumbers at the Amsterdam wholesale market and quickly developed a passion for it," Giedo recalls. "I then expanded my product range to include various greenhouse vegetables and began exporting lettuce, red cabbage, and white cabbage to Germany." When the chance came to rent a warehouse, Giedo seized the opportunity without hesitation. He now leases a 2,000-square-meter facility, complete with a large cold storage area.
"I have a genuine passion for wholesaling, and the fresh produce sector has captivated me. Unlike the static nature of the tire trade, fresh produce is incredibly dynamic. Prices can fluctuate significantly—cucumbers might cost 40 cents today and half that tomorrow. This volatility requires constant attention and adaptability," Giedo explains.
He adds, "Ever since Apotheker was acquired five years ago, the province has lacked a true wholesaler, which has been a significant loss. Customers have had to rely on other distributors, leading to increased transport costs and often a mismatch with the local Groningen spirit. There's a strong demand for a local wholesaler, and Groningen deserves its own dedicated fresh produce supplier. We are now able to fulfill that need."
Surprised reactions
Through his business, Fresh Food World, Giedo supplies market vendors, retailers, and independent supermarket owners. While he does export to Germany, his primary focus is on being a local wholesaler and distinguishing himself with excellent service. "People are sometimes surprised to hear that I, as a young entrepreneur, am launching a new wholesale business, but I believe there's plenty of opportunity to succeed. People eat fruits and vegetables every day, so there will always be a demand for this trade."
Giedo sources products primarily from cooperatives like ZON and FruitMasters, works with various importers, and maintains direct relationships with several growers. "I also supply farm shops and source strawberries from them. That's the dynamic aspect of this profession," he explains.
Currently, Giedo works with a truck driver and a colleague in the warehouse. "In a few weeks, we'll add two more order pickers and a salesperson, allowing us to handle even more trade," he says. Looking ahead, Giedo isn't afraid to dream big. "In five years, I hope we'll have a new facility, and my dream is to achieve a turnover of 35 million. If we can do that with about ten people, we'll be in a great position!"
For more information:
Giedo Mensinga
Fresh Food World
Trade Road 14
9482 WE Tynaarlo
Phone: 085 2369910
Mobile: 0642375899
[email protected]
www.freshfoodworld.eu