Cool Fresh International appointed Mario de Goede
'Cool, Fresh & Sweet' pineapples from Costa Rica
Hugo Vermeulen, CEO of Cool Fresh International explains. "The importance of this product line within the Cool Fresh Group has become so great that it warrants a very specific strategy. Firstly, it is clear that pineapples have become a mainstream product and should be treated as such. Secondly, the outstanding growth which we have attained in partnership with our suppliers in Costa Rica must be sustained, and we can do this only if we continue to focus on collectively on quality, dependability and creating a win-win for growers and retailers."
Vermeulen – on behalf of the Cool Fresh Group – also announced that Mario de Goede, an experienced fresh produce executive has been appointed to manage the pineapple business, which they playfully refer to as Cool, Fresh & Sweet. "This internal working title says it all: the trusted name of Cool Fresh International, combined with the main characteristic of our pineapples sounds just right! I am really excited to be able to utilise my broad sales experience and European business network within the dynamic and trend-setting environment of the Cool Fresh Group," comments De Goede.
According to Vermeulen Costa Rica has rocketed to the world's number-one producer of fresh pineapple. "The country has the hot, wet climate that is perfect for growing the sweetest pineapples in the world." Vermeulen also says that Costa Rica is often referred to as the ‘Switzerland’ of Latin America, and the stable internal politics and economy provide a healthy business environment for overseas investors.
Mario de Goede says that Cool Fresh International continues to believe wholeheartedly in the power of branding. “For many years, our innovative and striking brands have been setting trends and creating waves. BonSweet is now firmly established as a sexy and swinging pineapple brand from Costa Rica, and has certainly lived up to all our expectations. Created for specific niche markets, BonSweet exudes authenticity, as well as a classic, distinctly vintage ‘look and feel’. The brand is supplied to selected customers in Europe, and is extremely suitable for instore sales promotion activities”.
De Goede also says that he has great plans for 2012. Freedom Fruit, Cool Fresh International's main global brand which has been around since 2003 and which is packed in 10 countries, will be re-introduced in May 2012 for pineapples. As one of the first brands to embrace practical, no-nonsense, ethical trading principles, Freedom Fruit continues to stand for strong social involvement on the part of Cool Fresh International, its growers and its customers. De Goede: "In addition to the Freedom Fruit brand, we are also able to offer pineapples with a Fair Trade certification. Cool Fresh International is currently registering as a Fair Trade licensee, and these products can be made available on the basis of a contract with our customers."
Cool Fresh International believes that they have created a competitive edge by using good common sense. Vermeulen: "We have entrenched the basics of fruit production in the supply chain: outstanding growing protocols, stringent harvesting and packing procedures, and the shortest possible shipping solutions. In this way our clients receive a product which has a great taste and an optimum shelf life."
For more information:
Mario de Goede
Cool Fresh International
Tel: +31 883 777 138
Mob: +31 623 931 499
[email protected]
