Product Management

Managing the markets

The Special Fruit organisation is characterised by grouping per product rather than grouping per business function. In other words: based on outgoing market orientation rather than inner-directed bureaucracy. Our product managers know all there is to know about their own specific types of produce, and get involved in the entire chain: from sourcing and buying to packaging and logistics.   They not only ensure specialised quality in all business processes but also expand our range, adding new varieties and specialties as these become available –or as market demand grows. 

The key to their performance is product-oriented innovation across the board. Recent examples of such successful innovation include

• Special Fruit’s Ready-To-Eat range of mango, papaya and avocado
• the previously obscure pomegranate that appeals to changing tastes and new markets
• multi-fruit packaging forms (e.g. presentation trays) that appeal to exclusive markets and  add value