Westfalia Fruit acquires Greenpoint Trading B.V., a Dutch foodservice company specialising in avocados and owner of the Avojoy brand. Acquisition reinforces the opportunity of Westfalia Fruit in European foodservice industry and helps the company achieve its objective of expanding in all segments of avocados.
Greenpoint Trading is a broad-based foodservice organization in Northern Europe and has a long established relationship with Westfalia Fruit. It was this synergy that saw the birth of strategic acquisition. The deal provides Westfalia Fruit with additional capabilities and local market expertise as demand of avocados increases in foodservice channels.
Greenpoint is bringing experience, established client base and placed-emphasis on ripened with high-quality of avocados as customers in foodservice. This augments the supply chain of Westfalia Fruit and develops its presence in a high value growth segment. The company intends to provide special teams to address the foodservice customers that have high demands under the quality and service.
To effect the transition, within which it will be going to move to an office in Westfalia Fruit, Poeldijk, Greenpoint will move its team there. He has appointed the founder and CEO Carel van Krimpen as Head of Foodservice Westfalia Fruit Netherlands, in charge of building a team with an objective of speeding up the expansion of the business in the channel. Customers will still be treated on a personal level and with product consistency.
Avojoy as a legacy will still be in operation under the ownership of Westfalia Fruit, with additional support provided by the Group. Greenpoint Trading will however be a legal entity, but part of the Westfalia Fruit Group and selling products under the Westfalia Fruit brand.
Westfalia Fruit has its presence in 17 countries on 5 continents and still strives to grow in the global business by making tactical acquisitions. This new move goes in line with its sustainable farming and corporate responsibility.
Westfalia Fruit acquires Greenpoint Trading as part of its long-term plan to lead in the foodservice avocado market, improve customer delivery, and grow brand value across Europe.
