Fruitful Ventures is consolidating its European trading activities under one structure from 1 January 2026. Freshpride's European operations will shift to Olympic Fruit, allowing Freshpride to focus on Asia, the Middle East, and other overseas regions, while Olympic Fruit continues its work in Europe.
According to the companies, centralising European customer service within one team is intended to streamline operations. Until now, both units were active in Europe, with Freshpride concentrating on Southeast Europe and Olympic Fruit on Northwest Europe. The restructure is intended to merge expertise previously divided between the two businesses.
Freshpride will continue developing its position in overseas markets through procurement and sales offices in the Netherlands, Serbia, South Africa, and Singapore. The company states that on-the-ground presence helps maintain commercial links in those regions.
© Fruitful Ventures
Olympic Fruit has been active in the European market for nearly 25 years and will take full responsibility for European trade. For most customers, existing points of contact will remain unchanged, with only the brand name transitioning to Olympic Fruit.
Under the new structure, Dick Donker will lead the combined trade and wholesale team at Olympic Fruit. Rob Bras will remain responsible for other departments and overall management. Responsibility for Freshpride will shift to Christian Schouten, who already oversees Hoofdman-Roodzant and will expand his remit to include the Middle East and Far East.
Operational integration is expected to proceed smoothly, as the teams have already been working from the same location in Barendrecht.
Freshpride's European activities will transfer to Olympic Fruit from 1 January 2026, forming a single European commercial structure. Freshpride will focus entirely on Asia, the Middle East, and other overseas markets as part of the new division of activities. Olympic Fruit will take over all responsibilities for European trade and customer service. Customer relationships will remain largely unchanged, with only the brand name shifting to Olympic Fruit. Management changes include Donker leading the combined trade and wholesale team and Schouten taking responsibility for Freshpride's overseas markets.
© Fruitful VenturesFor more information:
Loes Al
Fruitful Ventures
Tel: +31 (0)6 16 63 21 23
Email: [email protected]
www.fruitful-ventures.com
