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Greenpoint Trading celebrates its five-year anniversary: a remarkable journey to success

Greenpoint Trading B.V., a service partner and supplier of vegetables and fruits, is celebrating its five-year anniversary. Since its establishment in 2018, the company, specializing in premium avocados, has traversed a path with a focus on quality and service. Carel van Krimpen, founder and Managing Director, has now set his sights on international expansion.

Over the past five years, Greenpoint Trading has become a well-established name in the Benelux. According to Carel van Krimpen, the success is attributed to a healthy dose of courage, a dedicated team, curious customers, and a persistent focus on quality.

"I am incredibly proud of our journey to success," says Carel van Krimpen. "For me, it is essential to continue ensuring quality, especially in the midst of rapid growth. As quality relies on service, we always strive to fully support our customers. I am convinced that investing in each other is the key to sustainable success. The proof lies in our loyal customer base. We have also expanded our team because we prefer to remain personal but do not want to compromise speed and flexibility for our customers and suppliers."

One of Greenpoint Trading's most notable successes was the launch of Avojoy in 2020, stemming from a collaboration with supplier partner Westfalia Fruit NL and packaging partner Eurowest. This partnership provided Greenpoint Trading access to unparalleled expertise and valuable industry knowledge. Avojoy was positioned in the Benelux as a premium avocado brand for uncompromising quality. This strategic development resulted in exponential growth, even beyond the Benelux, opening doors to unique collaborations with leading partners such as Hello Fresh Benelux, Germany, and the Nordics.

During the challenging period of the COVID-19 pandemic, 'Your Avojoy' was launched, a consumer solution for avocados in various ripening stages, packaged in sustainable egg cartons. What started as a response to consumer needs quickly evolved into an attractive option for business customers, leading to new partnerships, including a fruitful collaboration with the online supermarket Crisp.

With an eye on further expansion, Greenpoint Trading has worked hard over the past 3 years to establish its presence in Morocco. One of the main reasons for this development is to ensure year-round supply of the best avocados. Morocco has a favorable window for access to the European market, and there is a growing demand for avocados from Morocco. The short transit time from Morocco to the Netherlands is also advantageous for Greenpoint Trading's customers. Additionally, it is Carel van Krimpen's desire to build something meaningful in Morocco for his children, given their Moroccan background. A noteworthy milestone is the participation in a fully certified 40-hectare avocado farm, providing the opportunity for collaborations with multiple growers. Thanks to this development, Greenpoint Trading can also deliver high-quality avocados in the winter season.

For more information:
Baris SaraƧ
Greenpoint Trading B.V
Tel: +316 81429162
[email protected]
www.greenpoint-trading.com

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