On 1 January, ASF België changed its name to Cuvelier Fruit. The company had merged with ASF Holland in 2012. ASF Holland focused on soft fruit; the Belgian partner on top fruit. The two companies parted ways in 2017. ASF België, however, retained the name for three years. That was to ensure the transition was as smooth as possible. Despite the separation, these companies still work together.
“The name Cuvelier Fruit was an obvious choice," says Astrid Cuvelier of Cuvelier Fruit. "When my father Yves started his business in 2006, it was called Cuvelier Yves Fruit. As a descendent of a fruit growing family, he grew up between the apple and pear trees. There, his passion for the sector grew too. The name Cuvelier is well-known in the sector. So, logically, we kept and used it as the company name."
Website and logo
Besides the name, the business website and logo have also changed. "Green and red are colors that characterize the fruit sector. These were also in the Cuvelier Yves Fruit logo. Our logo will reflect that. We've also kept to the Cuvelier wine estate's modern, sleek style. Producing wine is my father's hobby. We thought it would be nice to continue the sleek style of this brand at Cuvelier Fruit."
Same team and location
“Nothing will change for our clients and partners, except the name and style. The team and location remain as is. The focus also stays the same - to offer quality, healthy products at fair prices. Especially in these times, it's great to be able to offer healthy, natural products. COVID-19 has proven, once again, that health is vital," says Astrid.
Cuvelier Fruit has lots of plans for the future. “At the end of 2020, we got the go-ahead to plant Bonita apple trees. This new apple variety is a cross between Topaz and Cripps Pink. It'll be planted in Belgium and the Netherlands in collaboration with Apple select B.V. The Bonita apple is known for its resistance."
"That makes its cultivation very sustainable. Sustainability is another important goal in Cuvelier Fruit's business operations. This apple is grown locally, which makes its footprint very small. It's an environmentally friendly option for the conscious consumer," concludes Astrid. Cuvelier Fruit will market Bonita apples from 2022.