It immediately felt familiar to be back in ‘his’ territory. “I’ve been travelling to this region for years and have built up some great contacts there. At some companies, the welcome really felt like coming home.”
What struck me straight away? The enormous progress. “The quality of local produce is so much better than it was two years ago. The range is wider, and there’s a lot going on in the region itself: mergers, takeovers and a skyline that’s constantly changing.”
The meetings with clients were personal and warm. “I have long-standing relationships with these companies. Thanks to that bond of trust, the transition to Valstar felt very natural.”
Some meetings were purely friendly, such as a lunch with a long-standing contact with whom we no longer do business. “That shows just how strong those relationships have become over the years.”
Customers were particularly keen to find out what Farmhouse and its companies now have to offer. “The family story, spanning almost 100 years, made a big impression. And they were delighted that Valstar is active in the Middle East once again.”
Once again, the high-quality presentation in the shops caught the eye. “Everything is laid out so neatly. Sometimes you almost don’t dare pick up an apple for fear of the pyramid collapsing.”
Patrick also spotted some inspiring trends: more in-store fresh food preparation, greater product diversity and luxury packaging. “A display of luxury Chinese strawberries really stood out, both in terms of presentation and price.”
Local produce is being promoted more and more. “The quality has improved enormously and the season is getting longer and longer.”
The requirements aren’t all that different from those in Europe, but the preferences are: “A mango display here can be metres long, with ten varieties side by side.”
Opportunities for Farmhouse? “Direct links with international growers, expanding the product range and leveraging our strong brands in this region.”
Doing business successfully requires an understanding of the culture. “Service is extremely important here, and trust is everything. You have to know people, respect them and never be too direct.”
Patrick feels at home there: “The way of doing business suits me. Building long-term relationships – that’s exactly what gives me energy.”
The moment that moved him the most? “A customer said: We’ve known Patrick for so long; switching to Farmhouse was a natural choice for us. That sort of trust is special.”
For Patrick, Farmhouse feels like a new phase, but one built on familiar foundations. “It’s a larger company, but on the shop floor it feels like one big family.”
The trip confirmed to him that there are many opportunities in the Middle East. At the same time, we are closely monitoring the situation in the region and hope that peace and stability will return soon.
