Westfalia Fruit, a global leader in the avocado industry, has acquired Greenpoint Trading B.V., a Netherlands-based foodservice company known for its expertise in avocados and its popular Avojoy brand.
The acquisition marks a strategic expansion of Westfalia Fruit’s presence in Northern Europe and reinforces its commitment to the fast-growing foodservice sector.
Greenpoint Trading has built a strong reputation across Northern Europe, supplying a wide network of foodservice clients and cultivating a longstanding partnership with Westfalia Fruit. This relationship laid the groundwork for the acquisition, which is expected to enhance Westfalia’s ability to serve this vital customer segment with precision and agility.
“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,” said Chris Bush, CEO of Westfalia Fruit Group.
The move is aligned with Westfalia Fruit’s broader strategy to establish market leadership across all avocado categories. With avocados increasingly becoming a staple on European menus, the foodservice channel presents an important opportunity for growth. Greenpoint Trading’s experience, customer relationships, and focus on delivering ripened, high-quality avocados make it a natural fit within Westfalia’s expanding European footprint.
The acquisition brings with it a dedicated team and deep market knowledge that will now be leveraged more broadly across Westfalia’s operations. Specialised teams will be formed to focus specifically on foodservice customers, ensuring the company can meet the distinct needs of this sector while improving service delivery and responsiveness.
“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,” said Wim Destoop, Chief Customer Officer at Westfalia Fruit.
As part of the integration, Greenpoint Trading’s team will relocate to Westfalia Fruit’s office in Poeldijk. Carel van Krimpen, Greenpoint’s founder and CEO, will assume the newly created role of Head of Foodservice for Westfalia Fruit Netherlands. He will lead a newly formed team focused on accelerating growth within the segment. The move is expected to strengthen internal collaboration and maintain the personalised service and product quality that Greenpoint’s customers have come to expect.
“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.”
Operating in 17 countries across five continents, Westfalia Fruit continues to execute a global strategy centered on expansion, sustainability, and responsible corporate practices. While Greenpoint Trading will remain a separate legal entity for operational purposes, the team will be fully integrated into the Westfalia Fruit Group and continue marketing its products under the Avojoy label.
Find out more at: https://www.westfaliafruit.com