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Origin Fruit Direct now 'Origin Fruit Group'

'Origin Fruit Group' is the new name for Origin Fruit Direct, Origin Fruit Services, Origin Direct Asia, and Origin Direct Spain. "The name change is intended to emphasize the family connection more," says managing director Corné van de Klundert. "We want to show more outwardly that we're one company working together worldwide."

Over the last 18 years, Origin Fruit Group has built a solid international position, both in Europe and Asia. Besides grapes and citrus, there is evident growth in exotics. The Origin Fruit Group's roots lie in grapes and citrus. Dick Aaldijk and his son Randolf started the company in 2006.

A large South African producer had been looking for market opportunities in Europe. Almost 20 years later, the company's activities cover more than Europe and Southern Africa. Origin Fruit Group also sources from South America and India. And opening a branch in Shanghai gave them access to the Asian market, with sales in China and the surrounding countries.

The supply chain is short: Origin Fruit Group has fixed partnerships with growers in many countries. Growers in South America, India, and Egypt supply fruit, focusing on grapes, oranges, lemons, mandarins, and grapefruits. Most of these find their way to European and Asian supermarkets. Origin Fruit Group now employs 50 people, most at their head office in Rotterdam.

A unique market position
As a link between growers and customers, Origin Fruit Group commits to marketing the entire range of growers' products. Randolf Aaldijk: "Retailers often want a certain size sorting or quality and want to pay a good price. That, though, means you must be able to sell everything around that. Finding a solution for that, too, sets us apart in the market."

Growth ambitions
Corné does not rule out further growth. "We definitely want to expand, but at a responsible pace. We're considering selling in other markets and adding to the exotic assortment. On the one hand, to serve clients even better; on the other, because our producers' ranges often already include those products. We already do some in Asia and not in Europe, and vice versa. But we only step into other products if we know the company well," he concludes.

Thus, the name change, as a spin-off of those growth ambitions. But that is not all; the company also launched a new visual identity yesterday.

For more information:
Maurice Kroes
Origin Fruit Group
Mob.: +31 (0) 618 621 027
[email protected]

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