Westfalia acquires Dutch avocado specialist Greenpoint Trading

Westfalia Fruit announced the acquisition of Greenpoint Trading B.V., a Dutch fruit and vegetable wholesale company specializing in avocados, and owner of Avojoy.

The move is built on a long-standing partnership between the two businesses. Westfalia is the brand's supplier of Hass avocados.

The acquisition is part of Westfalia's strategy to grow market share across all avocado categories, with a focus on food service. Avojoy avocados are bred to reach three different ripening programs and crafted for retail, hospitality, or catering. 

“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.

Greenpoint Trading will continue as a separate legal entity for operational purposes but will be fully integrated into Westfalia Fruit Group. Its products will be marketed under the Avojoy label and sold under the Westfalia Fruit brand.

Chief Customer Officer at Westfalia Fruit, Wim Destoop, said "the 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 become Head of Foodservice for Westfalia Fruit Netherlands, leading a dedicated team focused on foodservice growth.

“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.”

Westfalia Fruit operates in 17 countries across five continents and has stated its continued commitment to sustainable agriculture and responsible business practices.