Aiming to make a difference: The story of Murimi Fruiterers

April 09, 2021

Aiming to make a difference: The story of Murimi Fruiterers

It is essential to maintain food standards from the point of origin to the final destination.

Introduction

Probably the biggest challenge in the global fresh food industry, is ensuring the quality of the final product, through numerous logistical challenges, different time zones and locations, from the local farmer to the final consumer.

It is our desire to meet this need, as well as our driving passion for the industry, that inspired us to set up Murimi Fruiterers, as well as being the prime motivation behind our operation. We aim to be the bridge between the farmer who produces the product, and the customer, who can often be thousands of miles away.

Although the challenges are immense, we believe that this a niche that is ever expanding, as the demand for fresh food is on the rise globally, coupled with the constant need to ensure consistency and quality throughout the transition process.

Who we are

Murimi is an Agricultural Commodities Broking Company, with extensive contacts throughout Africa and Europe. Having worked and done business,both in Europe and Africa prior to setting up Murimi, we believe that our ability to traverse both worlds, puts us in a unique position to better understand the needs of our target market.

Murimi is on the verge of securing significant groundbreaking deals with a number of major international grocery, wholesale and pharmaceutical retail chains.

Overcoming hurdles

One of the main issues facing farmers in our sphere of operations, was the absence of good storage facilities in close proximity to the area where the produce was being harvested. To meet this challenge, we set about establishing depots located near farmers, with top of the range cold storage facilities, to ensure that produce is kept and stored at correct temperatures to enhance long term shelf life.

Another major challenge in exporting fresh food, is the need to adhere to strict standards of preservation, as well as paying rigorous attention to detail through the various stages of the transit process. Not only are our personnel trained to the highest standards, but we have a strict vetting process for every firm or company involved in the chain of custody.

We constantly re-evaluate our performance and take into account feedback from our clients, because we believe that there are always opportunities to improve.

It is essential to maintain stringent controls throughout the chain of custody, in the transition and movement of food produce.

Client and partner philosophy

At Murimi, we believe the journey and the process are just as important as the destination. Therefore, our focus is to build connections and relationships that last. This ensures that our strategic objectives are always in step with our client's needs, in addition to being in touch with current market trends and demands.

Better relationships lead to better outcomes all round, not just for our clients and partners.

Trust is key to building strong and enduring partnerships. A lot of our clients have been with us for a while, and a lot of our working relationships were forged well before we decided to evolve into an organisation.

A very crucial aspect of this involves listening. Our lines of communication are always open to deal with any queries from partners and clients.

An important part of maintaining lasting relationships involves listening.

Operational ethos

In better understanding the needs of our clients, we believe there is no-one better and more knowledgeable of what needs to be done than those on the ground, encountering challenges and solving problems, on a day to day basis. Therefore our operational approach includes a high level of engagement with all interested parties, as well as gaining and maintaining trust, by our willingness to go the extra mile.

We also take extra steps to ensure we are in compliance with the various legislative requirements of the organisations we are involved in. This is crucial, as it helps build trust and maintain uniformity in standards.

Membership of important international legislative and administrative bodies, such as the Fresh Produce Consortium(FPC),is essential to ensure uniformity in standards.

Strategic thinking

In the fresh food industry, one of the biggest challenges is maintaining consistency in service delivery and quality, in an ever evolving niche, with constantly moving parts and numerous variables.

To stay relevant, we have an open mind to new innovations and fresh approaches to problem solving. With expanded thinking, come new possibilities and opportunities, not just for ourselves, but our partners and clients. That is why we are always eager to learn and explore new ways of doing things.

Research and development

A significant part of our resources is allocated to research and development. This involves continually keeping abreast with the latest technical, scientific and market trends, as well as keeping ourselves constantly updated on the latest legislative requirements surrounding our operations. This not only cements our credibility, but ensures we stay on the cutting edge of the latest market trends and industry developments, in addition to constantly evolving as an organisation.

Our clients and partners share the benefits, as our services and quality can only improve.

Investing resources in research and development, ensures we stay at the cutting edge of the latest trends in science and technology.

Networking

We are constantly engaged in networking activities as a company, not only to maintain existing relationships, but to develop new ones.

In addition to developing key strategic partnerships with local, international, regional and global institutions, we are keen to develop relationships with firms in our niche, so we can consolidate knowledge and share resources and expertise. That way we are not only in tune with current events and developments, but in a prime position to give the best possible customer experience to both our clients and partners.

Vision

Although our starting point has been liaising between Africa and Europe, our vision is global. This is because the demand for fresh food and related services is international and universal. With the evolution in information technology, solutions and ideas can be shared quicker around the world. It also makes it easier to establish partnerships with international players, in order to develop and learn from each other.

We are constantly exploring international joint venture opportunities in various sectors with other interested firms.

We are also open to opening dialogue with other organisations, individuals and companies.

Building global strategic alliances and networking is the cornerstone of our operational thinking.

Why partner with us?

Our success stories:

In spite of our relatively short period in the industry, our products are already retailing at a number of major international grocery, whole foods and pharmaceutical chains, including Boots.
We are also at advanced negotiations in opening up new international markets for our produce.
As an organisation, we have obtained membership to a number of influential international bodies including, The Fresh Produce Consortium(FPC),whose membership encompasses a large number of major and prominent international players in the global fresh food industry.
We are currently at advanced stages of opening up Murimi's services in a number of African regions, including SADC and ECOWAS and are in advanced talks with interested EU partners on the possibilities of establishing ourselves in other international marketplaces.
We already have an established operational infrastructure, a functioning logistical chain, and partnerships with a wide range of farmers in different countries, in addition to owning and operating our own farm at Rainhill, Zvimba in Zimbabwe.