“All of the reactions we’ve had from our clients across the world have been positive, and sometimes they ask us what the name means,” says Stijn Koesen, managing director of the South African branch of Vrugteboom International B.V.
It’s the unusual names that stand out in the marketplace, he notes.
The name means ‘fruit tree’ in Afrikaans and along with its playful logo it connotes the company’s South African identity and the characteristics of the company’s new name launched last month.
“We’re a young, enthusiastic and dynamic team,” Stijn says; he runs the South African branch together with his colleague Lenert van Wyk.
Vrugteboom is the new name of Cape Five BV NL, but functioning separately from South Africa-based Cape Five Exports.
From all over South Africa it supplies apples, pears, citrus, grapes and stonefruit.
Vrugteboom International has an office in Egypt, from where they export oranges, lemons and grapes. Next week, they start packing Valencia oranges in the Vrugteboom brand.
Their European office, Vrugteboom International B.V., handles the European market for imported apples and pears, citrus, grapes and stonefruit from South Africa and many other destinations and also exports Polish Apples and Dutch Apples & Pears.
The last Polish Royal Gala apples of the season were packed in the Vrugteboom brand.