For fresh fruit and vegetable marketing and distribution in Asia
Maura Maxwell

BY MAURA MAXWELL

@maurafruitnet

Westfalia boosts LatAm sourcing with Agricom deal

The partnership will further strengthen WFIs avocado supply base in Latin America

Westfalia boosts LatAm sourcing with Agricom deal

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Westfalia Fruit International (WFI) and Chile’s Agricom have entered into an agreement to strengthen their position in the global avocado market and target new markets including Asia.

The transaction will align the two organisations’ interests in the Americas in order to maximise synergies, building on their common legacies of innovation and sustainability, while delivering a reliable supply of quality avocados and other produce to better serve their customers in global markets, the companies said in a press release.

Founded in 1980 by entrepreneur Rodrigo Barros, Agricom pioneered the production and export of Chilean fresh fruit to become one of the country’s leading fresh fruit exporters.

In 2005, the Santiago-based firm established a strategic alliance with Aztecavo, a prominent Mexican-owned exporter of avocados. It also has interests in other Latin American countries including Peru, where it works with grower-exporter Incavo.

As well as avocados, Agricom exports lemons, mandarins, stonefruit, apples, cherries, berries, pomegranates and nuts.

This product range is complemented by Westfalia’s marketing channels in Europe and the US, while WFI’s production in and exports from Colombia and Peru serve to enhance Agricom’s position in Latin America.

Already a recognised leader in the supply of avocados in Africa and Europe, Westfalia said it has chosen to partner with Agricom with the aim of securing a leadership position in the Americas.

“Our joint purpose is to be the preferred supplier to our customer base – ensuring reliable year-round supply from multiple global sources; delivering leading technology and plant material; and providing all the provenances that assure quality and sustainability to satisfy consumers’ preferences consistently,” said Claus Lippert, CEO of Hans Merensky Holdings, which owns WFI.

“Westfalia is very proud to be associated with Agricom, with whom we share common values of integrity, innovation, quality and food safety.

“Westfalia and Agricom share a strong focus on research and innovation, world-class technology, as well as highest standards of quality control and regulatory compliance.

“Sustainable business, social and environmental strategies have contributed to the success of our organisations in our respective regions, as do the supportive and transparent relationships we have established with producers, customers and the communities in which we operate.”

 

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