Strategic acquisition strengthens company’s position in European foodservice sector, where it sees significant growth potential as avocado consumption continues to rise
Avocado company Westfalia Fruit has continued its global expansion with the acquisition of Greenpoint Trading, a Dutch foodservice company that specialises in avocados, and markets them under the Avojoy brand.
Greenpoint serves a wide range of customers across the foodservice market in northern Europe, and has a long-standing partnership with Westfalia Fruit. In addition to avocados, it also supplies a variety of seasonal Dutch vegetables, all sourced from greenhouses in the Netherlands.
The acquisition is expected to strengthen Westfalia Fruit’s position in the European foodservice sector, where it sees “significant growth potential”.
Sales of avocados, and avocado-based products, continue to rise in this area of the market as the product becomes a more common feature on restaurant menus.
Commenting on the acquisition, Westfalia chief executive Chris Bush 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.”
According to Bush, Greenpoint Trading brings with it a wealth of experience in the foodservice industry, an established and loyal customer base, and a highly capable team.
A good fit
With a focus on ripened and high-quality avocados for its clients, the company does appear to fit well with Westfalia’s existing business and footprint in the European market.
The acquisition also provides it with dedicated foodservice expertise and market knowledge that can be applied broadly across its operations, something it believes will increase its market share and enhance its ability to serve a broader range of customers.
Wim Destoop, the company’s chief customer officer, commented: “The foodservice 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 foodservice 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, takes on a new role as head of foodservice for Westfalia Fruit Netherlands.
“Greenpoint’s journey with Westfalia Fruit has been long and rewarding,” said 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.”
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.
