Livia Rodríguez Delis

The Cuban agricultural produce distributor, Frutas Selectas, was responsible for ensuring a supply of fresh fruit and vegetables to the 23 hotels which housed delegations participating in the Community of Latin American and Caribbean States (CELAC) Summit, recently held in Havana.

"Just imagine how we had to work; they were calling us constantly to request produce. One day they needed arugula. I’ve been in Cuban agriculture for years and didn’t know this crop existed in Cuba, but we found it in an organic community garden, here in the capital," reported Juan Carlos Rodríguez Portuondo, director of the company.

Frutas Selectas was created some 32 years ago with the objective of offering specialized service to the tourism industry. Now with 1,146 employees, and offices throughout the country, the wholesale company purchases and sells a variety of agricultural products, in addition to monitoring delivery to hotels and restaurants.

The company supplies 259 hotels and 226 other establishments with 104 products, 90 of which are guaranteed year-round. Offerings include fresh produce; plus processed, dried and frozen fruits and vegetables; preserves, pulp and juice concentrated; meat of all kinds, including smoked and cured varieties; individually packaged items; condiments; charcoal; and natural products used in infusions.

"We also sell fruit tree seedlings; ornamental, spice and medicinal plants, and offer table decoration services using fruit – which were much requested during CELAC, " the director added.

Despite years of experience, the company faces the challenge of becoming the principal distributor of agricultural products in the country and meeting 70% of the demand generated by Cuba’s tourism industry’.

"Today the company only meets 35% of the demand and the national conglomerate Frutícola, to which we belong, covers 79%. We have contracted products to be able to end 2014 with 40% and, by 2015, we need to reach 55%, thus gradually increasing our volume until we reach our goal in 2016."

The goal is to achieve this level of sales with increased efficiency through the systematic training of employees in new techniques, developing their sense of identification with the company and responsibility to producers.

"Now that farmers have the option of selling directly to hotels, we must function professionally to survive; we are obliged to improve," Rodríguez emphasized.

Still the company enjoys a degree of credibility gained over the last few years among producers, and has the advantage of established operations in all provinces, with the exception of Artemisa and Mayabeque, and the Isle of Youth special municipality. (These are served by offices in Havana and Pinar del Río, respectively.)

According to the executive, there is plenty of opportunity to further develop the company’s activity. He is encouraged by unmet demand from tourism and the country’s policy of expanding commercial ties with other Latin American and Caribbean countries, which could translate into more exports. Likewise, the government’s policy promoting the replacement of imports with nationally produced products should mean more opportunities for the company.

Additional support is forthcoming through a joint program organized by the ministries of Agriculture and Tourism to expand the contracting network to include more producers.

Nevertheless, like all sales and distribution companies, Frutas Selectas is not exempt from the effects of the world economic crisis.

"The price of fuel is increasing again. A liter was 99 cents and now its 1.09 CUC. A tire in 2004, when I was director of logistics, cost 80 or 100 CUC. There is no tire on the market now for less than 300 dollars; a cardboard box went from 45 cents to 1.30."

Despite its shortcomings, including an obsolete fleet of delivery trucks, Frutas Selectas operates with a stable, professional workforce, with 35 years experience, which allows for the company to project new goals, such as the establishment of the first wholesale markets in Cuba’s main tourist destinations.

A feasibility study is already underway to evaluate this possibility.

"Arriving everyday in Varadero, on a narrow peninsula, are 29 trucks from the Ministry of Agriculture, plus those of other entities. How can we resolve this problem? We are hoping for a wholesale market six or seven kilometers outside of town, where producers could deliver their produce to be processed and delivered to hotel and restaurant installations, or those with their own transportation could collect them right there. Now we have to wait for approval.