Westfalia Fruit acquires Dutch avocado foodservice specialist
Global avocado leader Westfalia Fruit has completed the acquisition of Greenpoint Trading B.V., strengthening its position in Europe’s rapidly growing foodservice sector where avocado-based products are becoming increasingly prevalent on commercial menus.
Wim Destoop, Chief Customer Officer at Westfalia Fruit (left) and Carel van Krimpen, founder and CEO of Greenpoint Trading (right), shake hands following Westfalia Fruit’s acquisition of Dutch foodservice specialist Greenpoint Trading.
Westfalia Fruit, a multinational avocado industry leader operating across 17 countries, has acquired Dutch foodservice company Greenpoint Trading B.V., owner of the established Avojoy brand. The strategic acquisition targets the expanding European foodservice market, where avocados are increasingly becoming standard menu components across commercial establishments.
Strategic positioning in European foodservice sector
The acquisition builds upon an existing partnership between the companies and provides Westfalia with dedicated foodservice expertise applicable across its global operations. Greenpoint Trading specialises in ripened, high-quality avocados for foodservice clients throughout Northern Europe, complementing Westfalia’s current European market presence.
“There is a strong cultural alignment between Westfalia Fruit and Greenpoint Trading, built over years of close collaboration,” said Chris Bush, CEO of Westfalia Fruit Group. “We are both deeply committed to delivering exceptional service to customers, and this shared focus forms a solid foundation for our future growth together.”
Integration and operational changes
As part of the integration process, Greenpoint Trading’s team will relocate to Westfalia Fruit’s Poeldijk office. Founder and CEO Carel van Krimpen will assume the role of Head of Foodservice for Westfalia Fruit Netherlands, leading a newly formed team focused on accelerating growth within the foodservice segment.
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 operate under the Westfalia Fruit brand, marketing products under the established Avojoy label.
Market differentiation through quality standards
Wim Destoop, Chief Customer Officer at Westfalia Fruit, emphasised the quality-focused approach: “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.”
Technical capabilities and research infrastructure
Westfalia Fruit’s vertically integrated supply chain spans growing, sourcing, ripening, packing, processing, and marketing operations. The company operates fruit growing facilities across major origins in the Americas and Africa, supported by partner orchards providing what the company describes as the most diverse avocado-growing footprint globally.
The group’s research division, Westfalia Technological Services, functions as the world’s largest privately funded subtropical fruit research unit. Value-added product development includes avocado oil, low-preservative guacamole, frozen avocado, and dried fruit products.
Future market expansion
Van Krimpen expressed confidence in the partnership’s potential: “Greenpoint’s journey with Westfalia Fruit has been long and rewarding. 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.”
The acquisition aligns with Westfalia Fruit’s broader strategy to expand global presence while maintaining commitments to sustainable agricultural practices and responsible corporate citizenship. Founded 75 years ago, the company operates on environmental, social, governance and sustainability principles established by Dr Hans Merensky.
This strategic move positions Westfalia Fruit to better serve foodservice-focused customers with specialised teams designed specifically for their operational requirements, with the aim of enabling increased market share and enhancing service delivery across this critical customer segment.
