Westfalia Fruit, a specialist in the avocado industry, has completed the acquisition of Greenpoint Trading B.V., a Dutch food service company specializing in avocados and owner of the well-established Avojoy brand.
Greenpoint serves a wide range of customers across the food service market in Northern Europe and has a long-standing partnership with Westfalia Fruit, which laid the groundwork for this strategic move.
The acquisition strengthens Westfalia Fruit's position in the rapidly growing European food service sector, where avocados and avocado-based products are increasingly becoming menu staples. As a leading avocado expert, Westfalia Fruit aims to establish market leadership across all categories, with the food service segment presenting significant growth potential.
© Westfalia FRuit
Wim Destoop, Chief Customer Officer at Westfalia Fruit (left), and Carel van Krimpen, founder and CEO of Greenpoint Trading (right). (Photo: Westfalia Fruit)
Commenting on the acquisition, Chris Bush, CEO of Westfalia Fruit Group, said: "There is a strong cultural alignment between Westfalia Fruit and Greenpoint Trading, built over years of close collaboration. We are both deeply committed to delivering exceptional service to customers, and this shared focus forms a solid foundation for our future growth together."
Greenpoint Trading brings with it a wealth of experience in the food service industry, an established and loyal customer base, and a highly capable team. With its focus on ripened and high-quality avocados for food service clients, the company complements Westfalia Fruit's existing capabilities and footprint in the European market.
The acquisition provides Westfalia Fruit with dedicated food service expertise and market knowledge that can be applied broadly across its operations, enabling increased market share and enhanced service delivery to this important customer segment. This approach will allow Westfalia Fruit to better serve foodservice-focused customers with specialised teams designed specifically for their unique requirements.
Wim Destoop, Chief Customer Officer at Westfalia Fruit, commented: "The food service market is extremely important for us, where we differentiate with quality and high service levels. This acquisition will help us bring more sustainably high-quality avocados under the Avojoy brand to our food service customers, where we will set new standards of avocado excellence."
As part of the integration, Greenpoint Trading's team will relocate to Westfalia Fruit's Poeldijk office. Carel van Krimpen, founder and CEO of Greenpoint Trading, will take on the new role of Head of Foodservice for Westfalia Fruit Netherlands. In this capacity, he will lead a newly formed team dedicated to accelerating the company's growth in the food service segment. The co-location will strengthen collaboration and support a customer-led culture while ensuring customers continue to receive the same high levels of personal service and quality they have come to expect.
"Greenpoint's journey with Westfalia Fruit has been long and rewarding," said Carel van Krimpen. "I am incredibly proud that our avocado story is being taken to the next level, and we will continue to innovate and provide the best for our customers."
Westfalia Fruit operates in 17 countries across five continents. This latest development is part of an ongoing strategy to expand the company's global presence while maintaining its commitment to sustainable agricultural practices and responsible corporate citizenship.
While Greenpoint Trading will continue as a separate legal entity for operational purposes, the team will be fully integrated into the Westfalia Fruit Group and will operate under the Westfalia Fruit brand, marketing products under the established Avojoy label.
For more information:
Jelle Wigboldus
Westfalia Fruit
Tel: +27 153090000
[email protected]
www.westfaliafruit.com
