Melissa Hartmann de Barros is the director of communications for HLB Specialties, LLC, sister company to longtime importer HLB Tropical Food GmbH in Germany.

HLB Specialties, LLC BB #:270717, an importer, exporter, and distributor based in Ft. Lauderdale, FL, is the sister company of HLB Tropical Food GmbH BB #:160507, founded in Germany in 1989. The company’s motto is “Sweetening the World Since 1989” by bringing fresh, exotic fruits into the region.

As HLB Tropical Food celebrates its 35th anniversary this year, both companies continue to offer a treasure trove of tropical fruits to customers across the globe. We talked to Melissa Hartmann de Barros, director of communications, about the second-generation family business and its goals for both Europe and North America moving forward.   

Q: Tell us about your background and start at the company.     

I was born in Rio de Janeiro, Brazil, and spent my early childhood there—my father’s homeland. When I was 10, our family relocated to Germany, my mother’s native country, where I spent my teenage years. It was during this time that my father, Homero Levy de Barros, founded HLB Tropical Food GmbH. 

Today, my brother, Lorenz Hartmann de Barros, leads the company, which specializes in supplying tropical fruits and niche exotic products to markets across Europe.

In 1998, my family relocated to Florida, where I began my studies while working part-time in the family business. After earning my master’s degree in organizational communication in 2003, I joined the company full-time. 

Over the past 25 years, I’ve worked in virtually every department from accounting to sales and procurement to food safety and have been heading communications since 2011.

Over the past 25 years, I’ve worked in virtually every department from accounting to sales and procurement to food safety and have been heading communications since 2011.

Q: Tell us about the origins of HLB Tropical Food in Germany. How far does the company’s reach extend in Europe and beyond?

HLB Tropical Food GmbH was founded in 1989 as an importer of tropical foods, initially focusing on fish and papaya from Brazil. 

The company quickly gained recognition as a pioneer in the European papaya market by introducing tree-ripened fruit that was air-freighted—offering superior quality and freshness compared to the industry norm of harvesting green and shipping by sea, which involved a two-week transit.

Over time, the company expanded its product range to include a variety of tropical specialties. By the early 2000s, HLB Tropical Food had phased out fish imports to focus exclusively on tropical fruits. 

Today, the company supplies wholesale and retail clients across Europe—and beyond—with a curated selection of high-quality tropical and exotic produce.

Q: How did the idea to open a branch in the United States come about? Was it primarily about proximity to exporting countries?

In 1998, the protocol for importing Brazilian papayas into the United States was approved, and we established our U.S. company shortly thereafter. We began importing Brazilian papaya and remain, to this day, the exclusive distributor of Caliman papaya—one of the world’s most respected and experienced growers.

Papaya remained our core product for many years, until around a decade ago, when we began diversifying both our product range and the regions from which we source.

Q: Does HLB grow any of its own product or invest in growers? How many countries do you import from or export to?

We have partner growers in several countries and financially participate in several operations. Together, HLB Specialties in the United States and HLB Tropical Food in Germany, currently import from 13 countries and sell in 15 countries.  

Q: How much impact do the new trade tariffs have on your business?

Most of our imported items are subject to the recent additional 10-percent tariff, which we’ve worked hard to absorb as much as possible. Unfortunately, neither our margins nor those of our growers can fully withstand the added costs, so we’ve had to pass on a portion to our customers. 

We will continue monitoring how government negotiations proceed and hope for the removal of all recently imposed tariffs.

Q: Tell us about the “How to Enjoy…” video series. When did it launch? Are more videos on the way?

Yes! Our “How to Enjoy” video series has been an excellent tool for educating consumers, and we continue to receive great feedback. Since its launch in 2022, the series has generated over half a million impressions. The video library continues to grow, with our most recent addition featuring our Drinking Coconuts and more to come.

Q: What’s the process for introducing a new product, like your drinking coconuts?

The process of introducing new items is two-fold. In some cases, our retail clients ask us to source “the next exciting tropical fruit.” We then present options we believe are not only appealing to consumers but also sustainable in terms of volume, long-term viability, and logistics.

Other times, we take the initiative by proposing new items to our clients, who may run trials before incorporating them into their regular lineup. In both cases, the process involves extensive travel to explore and evaluate which fruits may be strong candidates for the U.S. or European markets.

For example, our European sister company, HLB Tropical Food, has seen great success with packaged jackfruit. This success is the result of strong partnerships with trusted growers.

Exotic fruits can be more than just food—they can be a small indulgence, a healthy treat, and a taste of something far away.

Q: How much impact do the economy and inflation have on your marketing strategies? How do you convince buyers your product is what they need?

The state of the economy plays a major role in shaping our marketing strategies. The fruits we offer—like dragon fruit and Drinking Coconuts—aren’t considered staples, so when consumers are watching their spending more closely, they may opt for lower-cost options like apples or bananas.

That’s when we strengthen our marketing approach by highlighting the unique value of our fruits: their health benefits and the sense of escape they provide. Exotic fruits can be more than just food—they can be a small indulgence, a healthy treat, and a taste of something far away.

This became especially clear during the pandemic, when travel was off the table—but people still found ways to escape through food. A bite of guava, rambutan, or mangosteen became a mini vacation, a moment of joy in uncertain times.

By emphasizing the emotional and healthful value of our fruits, we can connect with consumers in a more meaningful way and show them our products should be part of their regular purchases.

Q: What are your top three goals for HLB Specialties in the next few years? Is there a possibility of expansion?

Our goal for the next few years is to grow HLB Specialties in every aspect—enhancing sustainability through improved packaging, strengthening our team, and expanding our operations.

Q: Are there any new varieties of current fruits or vegetables, added products or services, or new offices or warehouse locations on the horizon?

Our peeled Drinking Coconuts from Central America have been the breakout star of the year—and we’re thrilled to keep riding the coconut wave. These popular coconuts come peeled, polished, and ready to enjoy, complete with a sustainable straw.

A laser-etched arrow indicates where to insert the straw, making it easy to sip the refreshing coconut water. Once finished, consumers can crack open the shell to access the equally delicious and nutritious coconut meat, naturally rich in electrolytes like magnesium and potassium.

We’ve also just launched our Tap & Sip Drinking Coconuts from Southeast Asia, a perfect complement to our existing coconut line. This variety features a distinct diamond shape and a differentiated opening method. 

To enjoy, simply remove the plastic tab, flip the coconut over, and tap it against a hard surface. Then peel off the round sticker, insert the included straw, and sip away!

Expansion is something we are actively working towards, more on that in the future. 

Q: Where do you see yourself by the end of the decade? What personal goals would you like to achieve?

My goal is to introduce as many people to exotic fruits as possible. By the end of the decade, I would love to hear many more people include mangosteen, rambutan, Samba papaya, guava, granadilla, and other exotics into their vocablary as fruits they’re familiar with and eat on a regular basis.

We want to be part of a health revolution, in which consumers reach for a fruit as a snack instead of ultra-processed foods. Produce in general needs to occupy a much more significant role in people’s diets, especially kids. Children will emulate their parents’ habits, so it’s up to each adult to model healthy behavior.

On a personal note, I’d really love to find more time to read. So let’s tackle these challenges together—then maybe I can finally get back to my books!

Source: Bluebook Services, https://www.bluebookservices.com/blueprints/melissa-hartmann-de-barros-hlb-specialties-llc/