Our History
Our history begins in 1988, with the establishment of FRAAL Imports & Exports N.V. on Curaçao.
It was founded by Francisco de Freitas Braz & Aldonio de Andrade, two sons of Portuguese families who were born and raised in Curaçao. Since its inception FRAAL has survived many hurdles, experienced rapid growth, expanded to
other markets such as Bonaire, and continuously adapted to the ever-changing market. After 30 years, the business grew significantly and required space and modernization to accommodate this growth.
In 2017, FRAAL Wholesale Distributor began operating from their new headquarters with the latest technology in warehousing and cooling systems. After modernizing, we now have expanded our clientele base, have a warehouse capacity of 3,300 square meter; and a modern set of coolers, freezers, delivery trucks & refrigerated trucks.
our culture
Our Mission, Vision & Values is the heart of our culture!
WHO WE ARE. WHAT WE DO
our mission
WE STRIVE to ADD VALUE TO OUR bRANDS, PROVIDE QUALITY PRODUCTS, OFFER COMPETITIVE PRICES, AND SPEEDY DELIVERY.
WHILE MAINTAINING HIGH ETHICAL STANDARDS IN THE WORKPLACE AND BUSINESS RELATIONS.
WHAT WE ASPIRE TO BE
our vision
YOUR ALL SOLUTION WHOLESALE DISTRIBUTION CENTER WHERE WE ASPIRE TO MEET ALL YOUR NEEDS.
GROWTH
Good enough never is. We drive change and growth with vigor. We celebrate our successes but are relentless dissatisfied. We have a very strong work ethic.
INTEGRITY
We take pride in everything that is fair, honest, and knowledgeable and build trust in every situation.
CUSTOMER SERVICE
We treat all people with courtesy, dignity and respect. Customer service trumps everything. The customer is the BOSS.
QUALITY
We adhere to the highest working professional standards in all our work, strive for excellence at all times, and consistently hold ourselves accountable for living up to those expectations.
INNOVATION
We encourage innovation, adapt to change, and be willing to take risks.
TEAMWORK
We cooperate and work together for the common good of the clients we serve and the organization’s mission.
Markets we serve
retail
Our sales team is responsible for meeting the growth goals of our brands. They are fully trained and dedicated to ensuring the success of our product placement in the retail market. Our brands are successfully sold to supermarkets, mini markets, convenience stores, pharmacies, and many other retail businesses on Curaçao and Bonaire.
Our merchandising team is tasked with prime shelf positioning and facilitate store communication of our brands. FRAAL ensures success in product positioning in the market by performing market research and marketing campaigns such as advertising, displays, customer magazines, sampling, and social media.
foodservice
Our Foodservice department services food trucks, fast-food chains, restaurants, hotels, and local entrepreneurs in the foodservice business. Our sales team are experienced in understanding the needs and culture of the local chefs and
buyers.
Our goal in the foodservice division is fast delivery, as majority of our clients’ needs depends on it. Thus, with our broad range of products and swift delivery we offer our clients a one-stop shopping experience.
our team
The success behind FRAAL is because of the cross-functional dedicated team consisting of administrative, merchandiser, warehouse, and sales. Our goal is to ensure that our workers have the resources, tools, and environment they need to apply their own talents and feel empowered.
career opportunities
we are always looking for more!
contact us
we would love to hear from you!
