Easyfresh Newsletter September

              Easyfresh Newsletter  

Thursday, 21th  September 2017
                                                                                  EASYFRESH NEWSLETTER Nr.21091735

"Courage, above all things, is the first quality of a warrior" 

"You'll never find peace of mind until you listen to an expert."

" Segmentation is to reach the right person at the right time with the right content."

"Quality means doing things well, even when nobody is looking.

"If you are looking for different results, don't do always the same thing."

" If you want to succeed don't stay looking at the staircase. Begins to rise, step by step, until you reach the top."

" There are fish for everyone, but not everyone knows how to fish."

" The winners are not the best, but those who dominate the game."

" Go together is to start, staying together is progress."

"There in no modernity without a good tradition."

Issued by :

Easyfresh Management Office on behalf of Easyfresh Logistics, S.L.


We’re on the Web!

Coping with war

Men respond differently under fire. For many, the helplessness of suffering artillery bombardment was the hardest thing to deal with. Many could not stay hunkered down but could only cope with the noise and danger of death by walking around, thereby increasing their risk of becoming a casualty. Group panic could break out during an attack, as could more serious breaches of discipline, particularly when troops were especially exhausted or bore grievances against the officers.

 Does it sound like a business case ? Are your reefer logistics suppliers really prepared for “war” ?

Many, of course, will not cope with the stresses of the “business war” related to temperature controlled cargo. Easyfresh “army” is formed by warriors, full of skills and determination to help customers and suppliers in their daily “battles”. Count with us !

Minimizing the bottle-necks in the cold chain

From trans-oceanic freight to truck driver shortages, from deteriorating domestic infrastructure to last-mile headaches, the reefer industry faces supply chain bottlenecks that create a disconnect between producer and retailer abilities and consumer expectations.

On one hand, grocery, seafood, frozen food retailers and producers should be armed with the newest technological learning, emerging best practices and market-tested strategies to streamline their supply chain.

Recent shipping industry shakeups add bottle-necks to this complex equation. On top of that, not all ports will be equipped to handle the ships of tomorrow. Other issues like the changing regulatory environment, bottle-necks in infrastructures, or even the impact of the e-commerce on the last-mile deliveries are other factors generating doubts to cold chain users.

There is no magic to clear all these obvious bottle-necks. Therefore it is all about minimizing same. For that reason, a paramount point is the relay between transport modes. A smooth and coordinated relay, can only be done by experts of the respective fragments of the cold chain (coldstores, ports, trucks, vessels, containers, customs, phytosanitary inspections, etc). To compile the required type of expertise a global, dedicated, neutral and specialized vision is required. So the next step is to choose Easyfresh : The world’s only global, neutral & dedicated reefer logistics suppliers.

More info at; www.easyfresh-logistics.com

Solutions strategies of retailers and manufacturers in grocery digital

It goes without saying that 2017 has been the year of online grocery. With manufacturers and retailers more interested in digital than ever before, there has been a prominent push to get into the industry. But as consumers shift from traditional brick-and-mortar shopping to the world of e-commerce, changes in shopping behavior pose a big challenge for retailer and brands.

Shawn O’Grady, senior vice president and group president of Convenience Stores & Foodservice and Global Revenue Management at General Mills, recently addressed one of the major differences between traditional e-commerce behavior and grocery . 

He introduced the notion that online grocery shoppers can be placed into two categories: the “spearfishers,” who buy one or two items at a time, versus the “full basket” consumers who are looking for a one-stop shopping solution that will help them buy what they need with just a few clicks.

Consumers typically don’t buy one grocery item at a time. Instead, they buy 10, 20, 50, or 100-plus items. In the online grocery world, with perks like free delivery, basket sizes continue to grow even larger.

Grocery shopping is “solutions” shopping. Ask anyone who is grocery shopping what they are buying and it’s not “hot dogs, buns, lighter fluid and charcoal,” it’s items “to cook a summer barbecue” or it’s “Monday and Wednesday night dinner.” It’s not about what the individual items that comprise the basket are — it’s about what those individual items create.

But the online grocery experience still presents major problems for brands and retailers — issues that set online grocery apart from traditional brick-and-mortar wisdom. These challenges are primarily due to a lack of impulse buys and loss of prioritized shelf space. Consumers often have a meal plan set before they go to the retailer’s site and, without that user tossing a bag of chips into their cart because it’s advertised at the end of the aisle, opportunities to drive spur of the moment purchases disappear.

The question now becomes how to convince consumers to pick up additional items when they’re browsing online. But by leveraging solutions-based behavior, retailers and manufacturers can alleviate many of the problems that typical brick-and-mortar stores face as well.

The first is the center aisle issue. Everyone knows that a grocery store is laid out with the most perishable, highest-volume goods placed on the perimeter of the store, and the challenge is to get consumers to buy the products in the middle.

By offering solutions online based on users’ shopping habits, consumers can be shown options that include combinations of products that span the entire store. This also alleviates the physical storage issue of not being able to combine frozen foods with pantry goods, for example. Solutions can be the key to getting consumers to try new products. Recipes, for example, are an incredible source of inspiration and are frequently used as a blueprint to create shopping lists.

For manufacturers, the key is figuring out how to build trust with the consumer and getting on their shopping list. One way is to be the one that provides the list. Building a strong content strategy that makes it more convenient for consumers to shop for their solutions is a task that retailers will likely look to manufacturers to solve.

In reality, there will never be a 100% shift to e-commerce, and we should expect an omnichannel experience — or strategies that span from in-store to digital. Going forward, online influence will be paramount in driving retailer and manufacturer strategies, and these industries should prepare proactively for a solutions-based world.

Source; foodive.com

Towards a Fairer Food Supply Chain

The European Commission is launching an EU-wide public consultation on how to make the EU food supply chain fairer. Farmers, citizens and other interested parties are invited to share their views on the functioning of the food supply chain through an online consultation that runs until 17 November.

Agriculture and rural development Commissioner Phil Hogan says: “Farmers are the first link in the chain and without them, there would not be food to process, sell and consume. However, we notice that they often remain the weakest link. 

It is to address the shortcomings in the food supply chain that we are leading the way to act, in accordance with the Commission’s longstanding position to stand by European farmers."

The European Commission is interested in gathering input to assess the necessity and expedience of possible measures to be taken at the EU level to address or regulate unfair trading practices with respect to agri-food products.

The Commission is also keen to assess the level of market transparency across the chain and where it can be improved. Considering the need for some degree of competition, the consultation will help judging whether the introduction of supplementary EU market transparency arrangements is necessary.

The consultation draws on the work of the Agricultural Markets Task Force (AMTF), set up in January 2016. The AMTF suggested a number of concrete ways to strengthen the position of farmers in the food supply chain, and the consultation will build on this work to inform the Commission’s potential future work.

An inception impact assessment, detailing a range of possible policy options, has also been published for consultation and feedback, and a full impact assessmentwill also be carried out on any future initiative to improve the food supply chain.

Any future proposals from the Commission will also be coherent with the broader approach to simplify and modernise the Common Agricultural Policy.

Source; fdbusiness.com

8 Reasons, Food Startups Will Gain Momentum in 2018

It’s no surprise that the food and dining industry is an attractive one for entrepreneurs. After all, everyone has to eat.
There are a lot of opportunities for forward-thinking entrepreneurs who want to jump on the food industry train. 

Here are eight reasons why food-related startups will become increasingly popular in 2018.

1. We’re focusing more on our health.
The health and fitness industry has received a surge in recent years.

Meal prep companies help customers set up a diet plan and then sends them pre-made meals based their needs. This is a convenient way to eat healthier and improve your lifestyle. More consumers are now turning to meal-prep experts to tell them exactly what to eat and when.

2. We want to cook without sacrificing convenience.
Due to more chaotic lifestyles, less than 60 percent of dinners served at home were actually cooked at home in 2014. It’s not that people don’t want to cook -- they just don’t have the time.

Enter startups like Elements, which provides pre-prepared meals for people on the go. With high-quality ingredients and freeze-dried technology, customers open up the package, add hot water and enjoy a healthy dinner without the time and effort that a home-cooked meal requires.

3. We’re looking for more affordable organic options.
As much as people would love to eat organic food,  it’s typically more expensive. Food startups  have recognized this and are creating non-branded organics for those who only have one obstacle when it comes to eating organic - the cost.

4. Chain restaurants aren’t cutting it anymore.
Due to changing dining expectations, younger generations are no longer frequenting the once-popular chains.
Instead, food startups are catering to the desires of younger generations by setting up subscription plans, which are very popular among the millennial demographic.

5. We’re looking for new ways to get delivery.
People have loved the convenience of food delivery since the beginning of the dining industry.

Because of this, food startups have jumped into the game, allowing consumers to satisfy any craving, anytime. You are no longer limited to pizza when it comes to delivery options.

6. We hate to wait.
We all want instant gratification -- actually, we demand it. Successful startups are catering to this demand, and the restaurant industry is no exception. Restaurants have waiting lists that average 6.6 hours per week, with parties waiting nearly half an hour on average for a table.

Food startups have recognized the need to help cut the wait time down. New apps
 are allowing people to get in line from the comfort of home, eliminating physically waiting at the restaurant.

7. We’re hungry for learning.
Food startups, provide trendy, youth-friendly cooking courses to help young people learn their way around the kitchen.

8. We want to help others.
Food startups are tapping into the public desire to give back to the community -- 61 percent of millennials are concerned for the future of the planet and feel personally responsible to make a difference.

The food and restaurant industry is tapping into this desire by funding startups that work to bring surplus food to those in need.

A specialised vision in the Gulf Region. Reefer trades expanding and demanding trustworthy cold chain services.

Supply Chain & Logistics Arabia, a focused conference on sharing new trends in the supply chain. Easyfresh CEO, Mr Rafael Llerena, will speak about the new trends in global and regional reefer trades.

Initiatives like Expo 2020, Vision 2021, E-Commerce boom are likely to create large opportunities in the GCC region across sectors. Logistics & Supply Chain sector will be a direct beneficiary form these opportunities. To help industry make the most of these emerging opportunities Infinity Expo is organizing Supply Chain & Logistics Arabia, a focused conference on sharing of best practice in supply chain management and supply chain technology deployment to improve efficiencies, reduce costs, mitigate risks and enhance profitability.

Over the two days of the conference, a handpicked faculty will share insights into key priority subjects like supply chain design, predictive analytics, IoT solutions, warehouse automation, supply chain risk and resilience etc. The peer to peer interactions are likely to open avenues for long term cooperation.

One of the well reputed speakers in SCL Arabia (www.sclarabia.com ) is Rafael Llerena, Easyfresh CEO.

Mr Llerena was born in London, UK in 1964. He attended the University of Valencia and graduated in Economy magna cum laude in 1987. Given his family ties, during his University studies, he started to work in the shipping and logistics field. He accumulates a working experience over 35 years, having a strong management skills and a solid background in liner and reefer shipping. Rafael is fluent in Spanish, English and German.

Currently he is Easyfresh CEO, The world's only global, neutral & dedicated reefer logistics suppliers ( www.easyfresh-logistics.com) . Rafael is licensed in a number of business areas related to shipping and logistics : Surveyor (Lloyd's of London) / Forwarder, Warehousing (Official Degree) / Insurance Broker (Official Degree) / Chartering Broker (ICS) / ... etc.

Easyfresh has come a long way since the beginnings of its previous and old business early past 20th century, always related to the international reefer business. Today Easyfresh is an innovative, specialized, market leading logistics organization, with over 8000 colleagues and operations in 140 countries around the world. Easyfresh brand name reputation is recognized globally, being today a key asset of this first class organization.

EASYFRESH remains being the only neutral, global and dedicated reefer logistics suppliers with a strong presence in all Europe, the Adriatic and the Mediterranean and gradually expanding in Asia, Africa and "The Americas ". Easyfresh has a clear and exclusive mission, developed globally by adding value to the seafreight with a worldwide focus but adjusting to the various local market maturity levels. The "glocality" as a combined global and local focus.


October starts with Conxemar

Easyfresh will be present!

On the 3rd, 4th and 5th of October at Vigo, Spain, it will take place the 19th edition of the International Frozen Seafood Exhibition (CONXEMAR).

Conxemar is the Spanish Association of Wholesalers, Importers, Manufacturers and Exporters of fish products and Aquaculture and is an essential instrument in uniting the frozen food sector of Spain, Europe and seafood producers from around the world.
Annually, the Association organizes the exposition at this important fishing port in Europe and serves as the meeting point for the entire processing branch, distributors, importers and exporters of frozen seafood products.

The exhibition is one of two most important ones in the world. Since its inauguration in 1999, it has grown steadily in visitors and exhibitors, with an exhibition area of 31500 m².

The opening hours for this edition are: 3rd and 4th of October 10,00 am to 6,00 pm. 5th of October from 10,00 am. to 4,00pm

Contact to Easyfresh; helpdesk@easyfresh-logistics.com

Are you ready for ANUGA?

With just under a month to go, the international meat industry is preparing for Anuga 2017, with record numbers of exhibitors from the sector.

At this year’s exhibition there will be more than 900 exhibitors from 50 countries at Anuga Meat, one of the 10 trade shows under the umbrella of Anuga.

Exhibitors at Anuga Meat include Argal, Agrosuper, Bell, Beretta, Citterio, Danish Crown, ElPozo, Heidemark, Inalca, Miratorg, MHP, NH Foods, OSI, Pini Italia, Plukon, Sauels, Steinhaus, Tönnies, VanDrie, Vion, Westfleisch, Wiesenhof and Wiltmann. New exhibitors include French group Bigard.

National trade bodies exhibiting at Anuga Meat include Argentina, Australia, Brazil, Germany, France, Ireland, Italy, the Netherlands, Paraguay, Spain, Turkey, Uruguay and the USA. There are also smaller group stands from Canada, Japan and South Africa, as well as individual exhibitors from New Zealand and India.

In total, more than 7,200 exhibitors from 100 countries will be exhibiting at Anuga in Cologne.

The product range spans from unprocessed meat products, to meat preparations and convenience products, through to fine sausage and ham products and regional specialities. According to the organisers: “There is no other comparable product show for the meat industry anywhere else in the world.”

A focus of this year’s exhibition will be the targeting of growth regions such as Asia, North and South America by EU producers, while consumer issues like traceability, the health of the animals, animal welfare and quality will also be highlighted.

Anuga Meat is being held in Halls 5, 6 and 9 of the Cologne fair grounds. Comprising the sub-segments sausages (Halls 5.2 and 6), red meat (Halls 6 and 9) and poultry (Hall 9) it offers trade buyers everything they could need under one roof, say the organisers.

Easyfresh being the world's only global, neutral & dedicated reefer logistics suppliers will meet the key players of the international food and beverage industry in Köln (Cologne, Germany).

Easyfresh has decided to co-exhibit, together with the GVA. Our team shall be more than pleased to attend customer, suppliers and industry related parties

The trade fair is open daily from Saturday 7 October to Wednesday 11 October from 10am to 6pm


Fruit Attraction, Madrid. Ready? Yes we are!!

Record breaking number of exhibitors and visitors expected. Easyfresh will be a co-exhibitor. Meet us!

For the 2017 edition, Fruit Attraction will reach a record breaking number of exhibitors and will welcome thousands of professionals from the horticultural sector from over 100 countries.

Therefore Easyfresh has decided to co-exhibit, together with the GVA. Our teeam shall be more than pleased to attend customer, suppliers and industry related parties. To schedule a meeting please mail to helpdesk@easyfersh-logistics.com

In fact, Fruit Attraction is becoming an increasingly essential platform for the entire European fruit and vegetable production sector. The month of October is key to closing supply contracts around the world, and the fact that it will be held in Madrid, the capital of one of the largest horticultural suppliers worldwide, is providing many international distributors the opportunity to visit this relevant trade fair.

Furthermore, the fair will have workshops devoted to lettuce and stone fruit with Stone Fruit Attraction and the Lettuce Fruit Attraction to be held at Ifema fairg.


Adding plant-based tuna sub to sushi bar

Whole Foods Market will add a plant-based, raw tuna alternative to its fresh sushi bars in the New York City and Los Angeles markets next month.

Ahimi, the vegetarian and vegan-friendly sushi substitute, is tomato-based. It’s produced by NYC’s Ocean Hugger Foods.

The product consists only of non-GMO tomatoes, non-GMO and preservative-free soy sauce, sugar, sesame oil and filtered water.

Additional flavors can be layered on top

Andy Sasser, senior category leader for prepared foods and bakery at Austin, Texas-based Whole Foods, found the product at the 2017 National Restaurant Association trade show.

Sasser described the product as “fairly mild, not tomato-y at all,” and said that he thinks the alternative will attract more than just vegetarian and vegan sushi shoppers.

That said, he does believe that a frequent sushi consumer will notice the differences between actual tuna and the tomato-based substitute. However, he doesn’t see that as a knock against Ahimi.

“It’s quite tasty though and really the look is fantastic,” said Sasser.

“We have a propriety process that we developed to eliminated the taste of the ingredient and build the texture of the fattiness of the fish,” Ocean Hugger CEO David Benzaquen said

“The obvious market is vegetarians but it’s really so much broader than that,” he said.

He also pointed out that plant-based options provide an alternative to special niche customers such as pregnant women or children too young to safely eat the mercury often found in raw fish.
Sasser said that its too early for Whole Foods to commit to potential plans to distribute the plant-based sushi on shelves but Ahimi will have a chance.

“Sushi is a growing category for us and rapidly becoming mainstream,” Sasser said.

Source; supermarketnews.com

Logistics & a Smile: 


Videos, books, blogs, websites, others


1.  Anuga 2017 - The world´s leading trade fair for the food & drinks is held every two years in Cologne exhibition center. Get Now Best Anuga 2017 tour Packages; https://www.youtube.com/watch?v=cv2E1uLFfH4&t=10s

2. FRUIT ATTRACTION: The must-attend event for the international fresh produce Industry: https://www.youtube.com/watch?v=1Q0DB_Hjbjg

Articles & Market Reports:
1. Organic Agriculture Worldwide 2017: Current Statistics :  http://orgprints.org/31197/1/willer-lernoud-2017-global-data-biofach.pdf