Their motivations were, amongst others, a quickly changing B2B market, the demands of their customers and the economic reality. The board decided a few years ago to have a series of investments and to strengthen the internal organisation in order to stay on top of any threats and invest in lucrative opportunities. The direction change was realised under the direction of the new CEO Philip Daenens (amongst others; Unilever, Imperial Tobacco, Touring and Ter Beke). Growth in phases, together with economic consistency, is how the new management plans on strengthening Alva's market position and stay the strongest in their region.
Investment of 8 million Euro
"The family company Alva is investing at least 8 million Euros this year. They invested 3 million Euros in 2011 for building for a brand new shipping hall. This was the first step in bringing their technical logistics to a higher level. The foundations were laid at the same time for a new production hall and a cutting facility. They also invested in highly technological machinery worth 5 million Euro at the Hellebeemden in Hasselt. The take over of the stocks from the fruit cutting company Fruti Fresh in Haspengouw happened behind the scenes, with the strong emphasis of becoming a player in complete production. Alva will, in this way and more than ever, keep their position as the regional market leader when it comes to the cutting of fresh fruit and vegetables."
New brand: Eden
"After extensive market research and after consulting with leading food and other experts, they switched over to the launch of their new brand ‘Eden’. With the time honoured values and morals of the Vanstraelen family in mind, this attractive and rich assortment of fruit, vegetables and potatoes was created in the Spring. Made possible in part by investing in production and logistics, the time was ripe to make the move to this new market position. Another example of being honest and local, is that Alva recently became the only conventional fair trade banana ripener in Belgium."
"The company in Limburg is resolute for the future with these investments and changes in stock rate changes. In a constantly changing landscape, Alva is pushing forward with developments. The Vanstraelen family is firmly convinced that the key is in optimising potatoes, vegetables and fruit. It is especially important to provide necessary vitamins to local employment and the health of our province in economically lesser times. Alva has mapped the route and invites everyone to follow!"
