Wessanen continues to focus on core

Wessanen continues to focus on core

Wessanen has sold its organic wholesale business Natudis, Kroon and Hagor to Dutch wholesaler Vroegop Ruhe & Co.

Announcing the sale, Wessanen said the move was "in line" with its strategy to focus on building its own brands targeting the "healthy and sustainable" market in Europe.

The maker of Kallo rice cakes and Whole Earth peanut butter is selling off non-core assets while expanding in the natural and organic arena. Last month, the company said it was looking to dispose its frozen snack arm, Izico.

Financial terms of the transaction were not disclosed. The deal remains subject to approval from the Dutch competition authority.

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Royal Wessanen sells Natudis to Vroegop Ruhe & Co

Royal Wessanen has signed an agreement with Vroegop Ruhe & Co for the sale and purchase of Natudis, Kroon and Hagor. The closing of the deal is amongst others subject to approval by the Dutch Authority for Consumers & Markets (ACM).

This divestment is in line with Wessanen's strategy of further building its own brands in the healthy and sustainable market in Europe.

Natudis is the largest wholesaler of organic and reform products in the Benelux. It also operates Kroon, a Dutch wholesaler of fresh food, and Belgian organic food distributor Hagor. It is the owner of the Natuurwinkel franchise concept in the Netherlands as well.

Vroegop is a leading Dutch wholesaler and importer of (organic) potatoes, vegetables, fruit and exotic produce as well as a logistics services provider of food products for food service and retail companies.

Original source: Royal Wessanen