“What do you call a company that markets 200,000 tonnes of fruits and vegetables annually? That goes to extreme lengths to gather an enormous assortment that is fresher than fresh. First-class products that fly in to us from 35 different countries. A company that takes care of 18 million crates reaching buyers annually. For an organisation such as that the term ‘importer’ does not quite cover it anymore,” according to the company. That is why, from now on, Aartsenfruit will present itself as an international gateway supplying ‘nonstopfresh’ fruits and vegetables.
With this, Aartsenfruit brings us a visual concept that immediately evokes images of cucumbers and mangoes queueing at a check-in desk, ready for a holiday. At the same time, it is a deepening of the remarkable business model. In this way, Aartsenfruit characterises itself as a striking and distinctive party within the fresh produce sector.
Aartsenfruit is a family company, founded in 1907, with annual sales amounting to €170 million, which is especially ambitious and quirky. Manager Jack Aartsen: “‘Nonstopfresh’ makes clear what we do. We go far, very far. We go all over the world and will literally do anything to deliver the best and most beautiful products directly from the source to our branches in the Benelux and our office in Hong Kong. The concept is very powerful and perfectly represents the ingenuity behind our business model, and behind the entire operation. Because it is sometimes forgotten that what we do every day is quite the achievement.”
Jack Aartsen: “We are a company that leads the way and sets the bar high. A few months ago I decided that we no longer showed that to the world. An advertising agency held up a mirror to us and wrote our brand’s story. The ‘nonstopfresh’ concept that emerged is now the basis for our new, fresh appearance. What characterises Aartsenfruit: if we do it, we do it well. That is why we will implement the concept everywhere in no time. We communicate ‘nonstopfresh’ with all resources, and a ‘look-and-feel’ is used which fits with the international holiday feeling. In 2017, the head office in Breda, the Netherlands, will be substantially expanded and renovated. Here, too, we will bring explicit attention to the ‘nonstopfresh’ concept.”