Carel van Krimpen (Your Avojoy): "Avocados ripened to order, delivered at home"

Avocado consumer subscription meets a need in the Netherlands

Last winter, Your Avojoy introduced Dutch consumers to a new concept - avocados, ripened to order and delivered to your door. People can choose 'Enjoy now' to enjoy them right away or 'Enjoy later' to let the avocados ripen a little.

Avojoy for foodservice
Carel van Krimpen founded the company. He partnered with supplier Westfalia and packing and ripening company Euro West. Together they'd launched the Avojoy brand. It supplies premium avocados to the foodservice sector.

"We've grown nicely. Our foodservice customers appreciate the quality, and the market response is great. The COVID-19 measures have been relaxed, and the nice weather has arrived. So, we're all very positive."

Your Avojoy for consumers
Avojoy's development quickly led to Carel wanting to directly supply consumers with avocados ripened to order. "When the pandemic hit, it became even more important not to touch everything. People often squeeze avocados in the supermarket," says Carel.

"First of all, not cool, but it doesn't do the fruit any good either. We were convinced that there was a better way. That's why we decided to start delivering the avocados to consumers' homes. And Your Avojoy BV was born. With this brand name, we emphasize personal delivery."

"Top praise goes to our partners Westfalia and Euro West. They saw the market opportunities needed to roll the idea out further. After all, it's quite something to deliver to-order ripened avocados to the people's doorsteps. Together, we developed a special 'avocado box'," explains Carel.

"It protects the avocados during shipping and refrigeration. It's 100% biodegradable which is good for the environment. And the avocados arrive protected. We're now a few months into our journey. And we've launched the ultimate avocado subscription service for consumers."

"We offer three types of boxes: the starter box, master box, and family box. Each is packed in an avocado box. We work with a reliable carrier. That guarantees that the boxes arrive at customers' homes the next day," Van Krimpen says.

Premium product
Your Avoyjoy works exclusively with large Hass avocados. "We chose purely based on quality. It's a premium product, and that's how we want to position it to clients. Then we can build a reliable image with them. We've chosen a playful, accessible look. We want to make people happy. And we try to reflect that in our corporate identity", concludes Carel.

Read the review, 'But Your Avojoy comes to the rescue!' (in Dutch) here on the Indebuurt news platform. 

For more information:
Carel van Krimpen
Your Avojoy
14 Jogchem van der Houtweg
2678 AG, De Lier, NL
Tel: +31 (0) 649 247 559

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