• Skip to main content
  • Skip to primary sidebar

Westfalia Fruit acquires Dutch foodservice specialist Greenpoint Trading B.V.

Asia Food Journal
  • Home
  • Latest News
  • Channels
    • Packaging
    • Processing
    • Ingredients
    • Industry
    • Automation
    • Guest Posts
    • Market Trends
  • Subscribe
  • Advertise
  • Event Calendar
  • Contact Us
    • Submit Guest Posts
Share
Leaderboard of Asia Food Journal




Westfalia Fruit acquires Dutch foodservice specialist Greenpoint Trading B.V.

July 9, 2025 by Asia Food Journal

Westfalia Fruit acquires Greenpoint Trading

Courtesy of Westfalia Fruit

Westfalia Fruit, a global leader in the avocado industry, has completed the acquisition of Greenpoint Trading B.V., a Dutch foodservice company specialising in avocados and owner of the well-established 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, which laid the groundwork for this strategic move.

The acquisition strengthens Westfalia Fruit’s position in the rapidly growing European foodservice sector, where avocados and avocado-based products are increasingly becoming menu staples. As a leading avocado expert, Westfalia Fruit aims to establish market leadership across all categories, with the foodservice segment presenting significant growth potential.

Leaderboard of Asia Food Journal

Commenting on the acquisition, Chris Bush, CEO of Westfalia Fruit Group, 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.”

Greenpoint Trading brings with it a wealth of experience in the foodservice industry, an established and loyal customer base, and a highly capable team. With its focus on ripened and high-quality avocados for foodservice clients, the company complements Westfalia Fruit’s existing capabilities and footprint in the European market.

The acquisition provides Westfalia Fruit with dedicated foodservice expertise and market knowledge that can be applied broadly across its operations, enabling increased market share and enhanced service delivery to this important customer segment. This approach will allow Westfalia Fruit to better serve foodservice-focused customers with specialised teams designed specifically for their unique requirements.

Wim Destoop, Chief Customer Officer at Westfalia Fruit, 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, will take on the new role of Head of Foodservice for Westfalia Fruit Netherlands. In this capacity, he will lead a newly formed team dedicated to accelerating the company’s growth in the foodservice segment. The co-location will strengthen collaboration and support a customer-led culture, while ensuring customers continue to receive the same high levels of personal service and quality they have come to expect.

“Greenpoint’s journey with Westfalia Fruit has been long and rewarding,” said Carel 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.”

Westfalia Fruit operates in 17 countries across five continents. This latest development is part of an ongoing strategy to expand the company’s global presence while maintaining its commitment to sustainable agricultural practices and responsible corporate citizenship.

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.

Other Topics: Fruits, Fruits and Snacks, Greenpoint Trading, Industry, Westfalia Fruit

Related Articles

  • Ayurvedic wellness

    Courtesy of Gonmisol

    Gonmisol, K. Patel join to bring Ayurvedic wellness to Europe
  • Starbucks Taiwan

    Courtesy of Starbucks

    Starbucks Taiwan unveils its largest flagship store at Dream Plaza, Taipei 
  • low-carbon operations

    Courtesy of CP Foods

    CP Foods equips SMEs for global markets with low-carbon operations
  • sustainable rice farming project in Vietnam

    Courtesy of CC7/Shutterstock

    BENEO joins forces in ambitious sustainable rice farming project in Vietnam
  • Singapore’s most beloved local F&B brands revealed: foodpanda unveils first-ever Local Foodie Heroes Hall of Fame

    Courtesy of foodpanda

    Singapore’s most beloved local F&B brands revealed: foodpanda unveils first-ever Local Foodie Heroes Hall of Fame
  • soy shipment

    Courtesy of COFCO

    First COFCO Responsible Standard soy shipment to Thailand
Leaderboard of Asia Food Journal

Primary Sidebar

Stay Connected

Your browser does not support the video tag. Learn More

Trending News

  • sustainable sourcingBeverage solutions brand DaVinci Gourmet drives… In a first among global food service beverage brands, DaVinci…
  • Fi Asia Thailand 2025Fi Asia Thailand 2025 registration opens:… Organisers expect a record-breaking showcase of ingredient innovations from 17-19…
  • Restaurant Asia 2025Restaurant Asia 2025: F&B industry gathers at… Co-organised by the Restaurant Association of Singapore (RAS) and IEG…
  • Immersive Experience HubIFF expands innovation center in Singapore with new… Immersive Hub to accelerate innovation, deepen customer collaboration, and strengthen…
  • greatviewGreatview operates aseptic carton packaging facility… Greatview, a leading global supplier of aseptic carton packaging solutions,…
  • ModulaSENSEdsm-firmenich launches new ModulaSENSE® maskers:… dsm-firmenich, a leading innovator in nutrition, health, and beauty, today…
  • Tetra Pak EgyptTetra Pak Egypt Area and Zulfa launch a €14 million… Tetra Pak Egypt Area, a global leader in food processing…

Subsribe to Our News Letter

Subscribe To
Our Newsletter


By submitting this form, you consent to receive marketing emails from Asia Food Journal. You can revoke your consent to receive emails at any time by using the SafeUnsubscribe® link, found at the bottom of every email.

© 2025 Harvest Information. All rights reserved. Privacy Policy.

Disclaimer: Translations on this website are automated using Google Translate. While we strive for accuracy, please be cautious, as machine translations may contain errors. For critical or sensitive content, consider seeking professional human translation. We are not liable for any reliance on the translated content.

Become an F&B industry insider

Your go-to resource for all the latest trends, innovations, and news about the food and beverage industry!

 

By submitting this form, you consent to receive marketing emails from Asia Food Journal. You can revoke your consent to receive emails at any time by using the SafeUnsubscribe® link, found at the bottom of every email.