Celebrating 10 years of excellence: meet Simon Pertry
Today we interview Simon, who is celebrating his ten-year anniversary at Crop’s Fruits. Simon has achieved a lot in his role as a sales professional over the past years and has built strong relationships with both clients and colleagues. In this interview, he shares his experiences, insights, and the impact that the frozen fruit industry has had on him over the years.
Education, interests and the path to sales
“I’ve always found it fascinating to master languages and learn more about different cultures. After studying English and German Language and Literature, I pursued a master’s in Business Communication where I could apply my language skills in a business context.
My first experience in sales came during a two-month internship in the food sector, where I had direct contact with clients. That sparked my interest, and I began applying for sales roles in the food industry, particularly focusing on German-speaking markets.”
Fast facts
Name: Simon Pertry
Job: Key Account Manager Retail Fruit
Job content: commercial follow-up & strategy development
Has been working at Crop’s since: 2014
Favourite products: acai, pineapple, and mango
Hobbies: running and football
Joining Crop’s Fruits:
the beginning of a rewarding journey
"I was looking for a company whose products matched my values, and Crop’s Fruits stood out because of its growth potential in the emerging frozen fruit sector. With my parents' medical background, I’ve always been conscious of healthy eating, and working here allows me to contribute to sustainable food choices. In addition, I like to cook and experiment with new recipes - it was a perfect match.”
Achievements over the past 10 years:
from internal to external sales
“I started in internal sales, but I later transitioned to external sales once I got a taste of the commercial side. Initially, I worked with smaller clients in Germany and eventually expanded to larger ones across the DACH countries, and the UK, and recently even Australia, New Zealand, and the US.
One key achievement was growing our relationship with a large German client, from just a few products to almost the full range. Launching in New Zealand in 2016 was another milestone that challenged us but proved successful."
The evolution of the frozen fruit market
“The past ten years have seen tremendous changes in the frozen fruit market. One of the biggest changes is that frozen fruit, especially smoothies, has become more mainstream. Where it was once a niche product, it has now become a standard category in many supermarkets. Consumers have also become much more aware of the benefits of frozen fruit – it’s sustainable, convenient, and retains its nutritional value.
I’ve also seen a lot of innovations in product offerings. In the beginning, we mainly had basic smoothie recipes in frozen pouches, but now there’s a much broader range of products available, from smoothie bowls to fruit in convenient formats like strawberry halves for baking. We need to keep innovating, but at the same time, we must ensure a solid core range that is consistent and of high quality.”
Trends shaping the frozen fruit industry
“Health and sustainability are the biggest trends that have influenced the frozen fruit industry in recent years. Consumers are increasingly looking for healthier food options, and superfoods like blueberries, pomegranate, and acai are really on the rise. Convenience and sustainability play an important role here – and the use of frozen fruit makes it easier to make healthy and sustainable choices.”
Challenges in sales positions
“The biggest challenge has been ensuring continuity in product supply. Especially since COVID-19, the demand and supply of frozen fruit have often been out of balance, mainly due to climate issues, failed harvests, and lack of manual labour force. Additionally, there is the pressure on prices and the increasingly high quality standards we must meet.
Fortunately, I handle stress well. I make a priority lists to manage my ongoing tasks. Not everything goes smoothly, but that’s part of life and I see it as a trigger to look for continuous improvement. It also helps that I’ve worked with my colleagues for a long time and have known some clients since the beginning of my career, which ensures that we are usually on the same page.”
The company culture at Crop’s
“The culture at Crop’s Fruits is truly sales-driven, and that resonates with me. You get a lot of space to work independently, but there’s also guidance from more experienced colleagues. Entrepreneurship is highly valued here, and we always go the extra mile to find the best solution for our customers. Over the past ten years, I’ve really been able to carve out my own path within the company, and I’m extremely grateful for all the opportunities I’ve been given.”
Growth opportunities in the frozen fruit market
"Markets like Australia, New Zealand, and the US hold great growth potential and will set trends in the coming years. Health, convenience, and sustainability are becoming even more important to consumers, which opens up opportunities. E-commerce and AI will also play a bigger role, making our jobs easier and more efficient."
Personal goals for the next 10 years
"I aim to grow alongside the markets I’m currently working with, particularly in Australia, New Zealand, and the US. I also want to shift towards more strategic work and long-term projects."
Advice for aspiring sales professionals
"Overcommunicate, especially when building trust with clients. Calling is more effective than emailing. Think outside the box to find solutions, and always be prepared – know your product and your client. Finally, don’t be afraid to develop your own sales style; as you gain experience, your confidence will grow, and you'll be better at managing client relationships."
Closing thoughts
“I’m proud of everything we’ve achieved at Crop’s Fruits, and I want to thank my colleagues for their support and collaboration over the past ten years. I look forward to the future and the new opportunities ahead. The frozen fruit sector is incredibly dynamic, and I’m excited to be part of this growing industry.”
This article highlights how IQF rapidly freezes food to preserve freshness, texture, and nutrients, and covers the process, benefits over traditional freezing, and innovations like energy efficiency and expanded applications. It emphasizes IQF's role in reducing waste, enhancing food safety, and supporting sustainability, while addressing challenges like costs and fruit-specific adaptations.
