Our History
FRAAL’s story began in 1988 with the establishment of FRAAL Imports & Exports N.V. on Curaçao. Founded by Francisco de Freitas Braz and Aldonio de Andrade, two sons of Portuguese families born and raised on the island, FRAAL faced numerous challenges. Nevertheless, it grew rapidly and eventually expanded into new markets, including Bonaire. Over the years, the company consistently adapted to a dynamic and ever-evolving industry, ensuring its relevance and success.
By 2017, the need for modernization and additional space became evident. As a result, FRAAL Wholesale Distributor launched its state-of-the-art headquarters. Equipped with advanced warehousing and cooling systems, the new facility not only enabled FRAAL to broaden its customer base but also significantly expanded its 3,300-square-meter warehouse capacity. Furthermore, it enhanced its fleet of coolers, freezers, delivery trucks, and refrigerated vehicles, ensuring efficiency and reliability.
our culture
Our Mission, Vision & Values is the heart of our culture!
WHO WE ARE. WHAT WE DO
our mission
At FRAAL, we aim to add value to our brands by delivering high-quality products, competitive pricing, and prompt service.
Upholding high ethical standards in both the workplace and our business relationships is integral to our approach.
WHAT WE ASPIRE TO BE
our vision
We aspire to be your all-in-one wholesale distribution center, committed to meeting every customer need with excellence.
GROWTH
“Good enough” never is. We embrace change, foster growth, and celebrate success while constantly striving for improvement.
INTEGRITY
Honesty, fairness, and expertise form the foundation of every decision we make.
CUSTOMER SERVICE
Our customers are our priority. We treat everyone with courtesy, dignity, and respect, always ensuring customer satisfaction.
QUALITY
We consistently adhere to the highest professional standards, aiming for excellence in everything we do.
INNOVATION
Encouraging creativity and adaptability while taking calculated risks ensures we remain ahead in the industry.
TEAMWORK
Collaboration drives our success, enabling us to serve our clients and fulfill our mission.
Markets we serve
retail
Our sales team plays a vital role in achieving brand growth by ensuring strong commitment to product placement success. Moreover, their training and dedication enable our brands to thrive in supermarkets, mini markets, convenience stores,
pharmacies, and more across Curaçao and Bonaire.
Additionally, our merchandising team focuses on prime shelf positioning and effective store communication. Furthermore, FRAAL supports its market presence through a combination of strategies, including research, advertising, displays,
customer magazines, sampling, and social media campaigns. Consequently, these efforts work together to strengthen our brands and maintain a competitive edge in the market.
foodservice
The Foodservice department caters to food trucks, fast-food chains, restaurants, hotels, and local food entrepreneurs. Moreover, with a deep understanding of the needs and culture of chefs and buyers, our sales team ensures personalized service to meet their expectations.
Furthermore, we understand that fast delivery is crucial in the foodservice industry. Therefore, by offering a wide range of products and efficient delivery services, FRAAL provides a seamless one-stop shopping experience. As a result, our clients can rely on us to consistently meet their demands with speed and reliability.
our team
The backbone of FRAAL’s success lies in its dedicated cross-functional team of administrative staff, merchandisers, warehouse workers, and sales professionals. Furthermore, we prioritize empowering our employees by providing the resources, tools, and supportive environment they need to succeed. As a result, our team is motivated to perform at their best, ensuring the continued growth and success of our company.
career opportunities
we are always looking for more!
contact us
we would love to hear from you!