South Africa’s Westfalia Fruit Group is bolstering its foodservice presence in Europe for avocados with the acquisition of Greenpoint Trading.
The fresh fruit and related products supplier said the deal for Netherlands-based Greenpoint Trading will strengthen its position in the out-of-home segment in Europe, “where avocados and avocado-based products are increasingly becoming menu staples”.
Westfalia Fruit added the acquisition will provide the company with “dedicated foodservice expertise and market knowledge that can be applied broadly across its operations, enabling increased market share and enhanced service delivery to this important customer segment”.
Greenpoint Trading’s employees will remain with the business and its founder and CEO Carel van Krimpen will take on the new role of head of foodservice for Westfalia Fruit’s operations in the Netherlands.
Chris Bush, who became CEO of Westfalia Fruit last year, said in a statement: “There is a strong cultural alignment between Westfalia Fruit and Greenpoint Trading, built over years of close collaboration. We are both deeply committed to delivering exceptional service to customers, and this shared focus forms a solid foundation for our future growth together.”
Greenpoint Trading owns the Avojoy brand of avocados and is primarily focused on ripened fruit. While the business will continue as a separate legal entity, its staff will be integrated into Westfalia Fruit.
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By GlobalData“I am incredibly proud that our avocado story is being taken to the next level, and we will continue to innovate and provide the best for our customers,” van Krimpen said in the statement.
With a history dating back 75 years to founder Dr Hans Merensky, Westfalia Fruit has operations in 17 countries. The company operates from source to the final marketing of avocados and also produces value-added products such as cooking oils and guacamole, as well as frozen and dried avocados.
It also produces other fresh fruits such as citrus, mangoes, cherries and blueberries.
Greenpoint Trading marks another acquisition struck in Europe by the South African company this year.
In January, Westfalia Fruit pounced on Belgium-based avocado products business Syros, which supplies the foodservice channel under its own name and also the commercial line Wonky.
