The Greenery has launched a dedicated exotics division that is expected to handle €100 million of product within the next five years.
Hagé Exotics and Specialties is a standalone division of The Greenery’s import subsidiary Hagé International. It was unveiled at Fruit Logistica by The Greenery’s chief executive Philip Smits, who predicted its turnover would quickly rise to €50m and would hit €100m within five years.
The new division will start with a limited portfolio but will expand to include a range of lines such as mini mangoes, Buddha hands, rose apples, sapodillas and edible flowers. The products will be sold under the brand name Solentes, which has been designed to reflect the energy of the sun (“sol”) and the freshness of the Dutch spring (“lente”).
Hagé Exotics and Specialties will supply via The Greenery’s existing divisions and partners around Europe, Smits said, and will take advantage of the group’s logistics and knowledge base.
Wholesale markets are expected to be a major customer for the new division, with ready-to-eat products targeted at foodservice and catering outlets. Smaller volumes are likely to go to retail. “We are investing in equipment so we know whether products such as avocados and mangoes are ripe,” said Smits. “We expect this division to grow very rapidly.”
The move comes as The Greenery also announced a reshuffle of its Dutch distribution sites. The switch sees distribution activity moved from the Maasland site to the Bleiswijk distribution centre and other sites, with Maasland eventually to close.
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