Sawari Fresh International recently celebrated its anniversary by transforming its Barendrecht warehouse into a vibrant gathering spot, filled with growers, partners, clients, and friends. The highlight? A surprise gift from the team: the first-ever Sawari truck trailer, a symbol of pride and team spirit.
Launched during the turbulence of the COVID-19 pandemic, Sawari Fresh took root thanks to the combined experience of Kleinjan and Havelaar, who previously worked together at Cool Fresh International. With support from Waterman Onions, they began their journey, choosing to focus exclusively on ginger and garlic, and setting up shop in Barendrecht, the epicenter of Dutch produce trading.
An early strategic move proved pivotal: renting their own warehouse. "It allowed us to manage our own cold storage, packing, and quality control," says Sander Kleinjan. "That hands-on control means we can now offer our clients exactly what they need: tailored packaging, reliable quality, and fixed supply programs."
© Sawari Fresh
Unlike many importers, Sawari doesn't try to be all things to all buyers. Its focus is dedicated to ginger and garlic only. "We are 100% dependent on these products, so we have to understand every aspect of them," explains Kleinjan. "This deep specialization gives Sawari a unique edge: more consistent supply, better quality control, and stronger sourcing relationships."
Size also matters, but in this case, smaller is better. "We're agile, hands-on, and easy to work with," Arie adds. "That personal approach makes us a natural fit for retailers and foodservice buyers who need reliability."
Over the next five years, Sawari is doubling down on three growth priorities: technology, transparency, and territory.
- Tech: A pilot project is already underway to automate Sawari's ginger packaging line using AI. 'We're training the system to detect imperfections,' says Arie Havelaar. 'Once it works at scale, this will improve quality control and efficiency enormously.'
- Transparency: With ginger and garlic often grown by smallholders in far-off countries, traceability is both a challenge and an opportunity. 'We believe in knowing who grows our products, and sharing that story with our customers,' says Kleinjan. 'It's not just good ethics; it's becoming a requirement.'
- Territory: Sawari is investing in its own cultivation projects within Europe, particularly organic ginger in the Netherlands. The goal? Shorter supply chains, more consistent pricing, and a stronger sustainability profile. A move to a new, consolidated facility will support this next phase of growth.
Sawari's founders aren't just talking growth, they are living it every day. Their team's spontaneous gift of the truck trailer said it best: this is more than a company. It's a story of trust, passion, and doing things the right way, even when it's hard.
As Kleinjan summed up during the celebration, "This proves we stand by our word of quality fresh produce. But more than that: Sawari is all about a proud team spirit."
For more information:
Sawari Fresh International
Tel: +31(0)180 472 803
www.sawarifresh.com
