Under-the-radar fruit importer Greencell is capitalising on the popularity of avocados and establishing itself as a key supplier in the UK.
With around 100 staff across three sites in Dartford, Spalding and Paddock Wood, in 2013 the company invested £911,000 to expand the capacity of its avocado ripening and packing centre in Spalding. In its 2013 business report, the company said it made the investment as it is “committed to continuing its growth as a UK centre for excellence for avocado ripening”.
And there may be more to come, as it noted that avocado volume growth during 2014 may require a second production facility for the firm’s non-avocado business. As a subsidiary of South African exporter Westfalia, Greencell will also continue to benefit from new variety Gem-Hass.
Greencell describes itself as a “first mover” in citrus, top fruit, melon, grapes and kiwi fruit, and the firm says it aims to achieve year-on-year growth within these categories by continual varietal development, swift product launches, 100 per cent availability and “seamless” supply.
Quiet on the PR front, the firm was established in 1999 before a management buyout in 2000. Headed up since 2011 by ex-Barfoots boss Graham Young, the firm says longstanding relationships are at the centre of its business strategy. With customers split across a range of sectors, Greencell is likely to continue to grow, happy in its position away from the limelight.
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