TFO Canada’s assistance seeks to generate significant impacts not only on a SME’s capacity to export quality products, but also on its attitudes and strategies to enter, and remain in, an international market. TFO Canada provides support to expand the frontier and give a new twist to the way that businesses approach the market, supporting the establishment of sustainable commercial relationships based on trust, communication, and product quality.
Colfrutta, a Colombian company formally established in 2015, is an example of this. The business idea was born in “Mi Cabañita” farm in 1984, when the Acosta family saw tremendous potential in their land, and started to supply the local market. Under mixed leadership, where the management responsibilities are shared between a woman and a man, Colfrutta employs mostly women, and heads of households affected by Colombian’s internal conflicts. Fifteen women are employed at Colfrutta’s packing house on a full-time basis during harvest time.
Based in northern Colombia, in the department of Magdalena, a region marked by armed conflicts, violence, and territorial complexities, Colfrutta has been a pioneer in the development of sugar mango plantations. It has also raised the value of its efforts by venturing into exports and reaching international quality standards. Colfrutta was one of the first SMEs to be certified as an exporting farm by the ICA Colombian Agricultural Institute. Since 2020, it has also been GlobalGap certified. Today, Colfrutta is recognized as a leading producer and exporter of sugar mangoes in Colombia. Colfrutta takes pride in being a leading fruit exporter, dedicated to providing Colombia’s finest and freshest sugar mangoes to global markets. With years of experience and a commitment to excellence, it has built a solid reputation as a reliable and trusted partner for fruit procurement and exportation. According to Antonio Acosta, Chief Operations Manager at Colfrutta, “quality over any other quality…quality of the product is what has allowed us to generate long-term bonds with customers and trust between the parties.”
Colfrutta has established strong relationships with local farmers. In line with its Social Responsibility Policy, knowledge is constantly shared with small farmers in the region, bringing more than 40 years of experience as mango producers directly into the hands of other small producers and entrepreneurs and contributing to the development of the northern region: “Our team of experts ensures that every step of the export process, from harvesting to packaging and shipping, adheres to strict quality standards and best practices. Sustainability is at the core of our operations. We are committed to environmentally responsible practices, minimizing waste and supporting local farmers.”
Some people might say it was “luck”, but Colfrutta was prepared in the right place at the right moment. In 2015, a French buyer was looking for sugar mangoes and contacted ProColombia. A name came up: “Colfrutta”. Since then, and after a series of successful and not-as-successful exports, Colfrutta managed to position itself in France. Thanks to the support of this initial buyer, and the solid relationship, Colfrutta established its brand in the rest of Europe. In 2020, Colfrutta realized that the European market was not large enough to accept its export offer, so it decided to enter the North American market in 2020 and Arab countries in 2022. Colfrutta attributes its success in exporting to Europe, Arab countries, the US and Canadian markets to its strong emphasis on quality, reliability, and sustainability “We continue to be a trusted partner for fruit procurement and exportation,” says Acosta. “Our commitment to excellence drives us to continuously improve and expand our services to meet the ever-growing demand for fresh specialty sugar mangoes.”
Acosta emphasizes the importance of quality, planning, and patience before venturing into new markets. “Entry into new markets must be done slowly, with confidence, and without trying to cover everything or do business with everyone at the same time. Growth happens step by step, and it is important to choose the right buyer who is willing to believe in you and stick with you in the face of adversity.”
At the moment, logistics is the main barrier to increasing Colfrutta’s presence in the Canadian market. The SME is continuing discussions with the current air freight carrier operating out of Colombia, while looking for cost-effective options to transport = its mangoes quickly in order to maintain the quality and freshness that characterizes Colfrutta.
Colfrutta’s enormous success, experience, preparation and philosophy provide an inspiring example of how a family business that is successful in the local market can also succeed in international trade.