Magazine_October_2023

- © Richard Sprang - 06/2023.

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COLOPHON
EDITORIAL
Jack.
A great privilege of our profession is that we travel a lot and
therefore get to know other cultures. For me personally, this is
one of the best things about my job. Over the course of all those
years, I’ve had the privilege to experience many different
cultures in a wide range of countries. And because our partners
are producers, we visit those places where we can really get to
know the culture. Not just the big cities with office buildings,
but the actual farms of our partners and growers in the heart of
the production areas. I could write a book filled with anecdotes
about the things my colleagues and I have experienced during
our countless trips.
Colophon
Nonstopfresh
magazine is
published by
Aartsen Breda B.V.
Heilaar-Noordweg 9
4814 RR Breda
PO Box 9555
4801 LN Breda
www.aartsen.com
marketing@aartsen.com
Coverstory
Lennert Stok, a talented illustrator,
created this fantastic illustration
for Aartsen. The cover represents
a small selection of everything you
will read in this new edition with
culture as theme.
Curious about Lennert's portfolio?
Visit lennertstok.com or his
Instagram Droowlen.
Editor in chief
Jack Aartsen
Editorial Board
Sophie Bruijns
Hans de Regt
Masja van Deursen
Lodewijk Varossieau
Arjan Hoekstra
Copy
Wim de Jong
Het Champagne Atelier
Translation
Metamorfose
Vertalingen B.V.
Photography
Bureau Duizend Dingen
Boefkik
Frank Poppelaars
René Dissel
Illustration
Lennert Stok
LECTRR
Design & realisation
Just in Case Communicatie B.V.
Breda
www.jicc.nl
SuperRebel B.V.
Breda
www.superrebel.com
Jack Aartsen
Chief Executive Officer Aartsen
‘Showing interest
in somebody
else’s culture is
very rewarding’
It is often said that you should adapt to the culture of the country
you are visiting. Personally, I have a more nuanced view on this
matter. It is much more important to really understand a culture
first, and especially to respect it, before you adapt your actions
accordingly. Showing interest in somebody else’s culture makes
you realise people are also eager to learn more about yours.
You’ll find that they respond by asking all sort of things about
the Netherlands, that tiny country with its blunt people who
believe you should always speak your mind and where everything
is organised like clockwork. We should take a look in the mirror
from time to time and become aware of how the rest of the
world sees us. It’s simply wonderful to have interesting and
open conversations with people from all over the world, about
their way of living and customs within cultures. Learning to
understand each other’s cultures is great fun.
We have our own culture at Aartsen as well. The characteristics?
It is the culture of a family business, with short and direct lines,
direct communication, the sense that you’re doing everything
together, an environment where people work hard and accept
that they have to perform before they are rewarded. That is the
basis, which was laid many, many years ago. Of course we are
moving with the times, that’s a must. We’ve become more
flexible. Nowadays, people long for more flexibility in their
workplace, so we provide this where possible. We’ve also
become more generous with compliments, a word that previously
did not really occur in our vocabulary. People here still work
extremely hard, but they work fewer hours now, and the work
schedules have also changed. As an organisation, it is crucial
to move on with the times, and flexibility is the magic word.
It’s not always easy, but we always try to find a middle ground.
There is one thing though that will never change at Aartsen:
the sense that we’re united, that we do things together.
We join each other in celebrating successes and dealing with
setbacks. We laugh together and we cry together.
I hope you’ll enjoy this edition. Don’t forget to read the two
columns of our guest columnists Sam and Sungyong;
they’re great examples of what I mean by ‘culture’.
Thanks for this wonderful contribution.
Many greetings from the Netherlands.
CULTURES | 7

INDEX
11
Culture is in
our nature
Interculturality
and Aartsen
36
Travel report
A citrus trip to South Africa
28
Kids favorites
A global exploration of kids and their love for food
Index
20 Partner: MINI
Big love for MINI.
60 Grower: Santa Elena
Think, eat, sleep and dream grapes.
22 Fresh talk
Will Spreeuwenberg.
66 World of Aartsen
The latest news.
26 Fresh food: recipe
Pickled radishes.
71 Column: Sungyong
International Trader Aartsen Asia.
35 Fresh bites
Short cultural stories.
46 Private label
Tooty.
49 Guest column
Sam Guo from China.
50 Client: Sous Fresh
Leading operator in fruit and vegetables exports.
54 We run Aartsen
Competing at the highest level.
72 Innovation
Developing new grape varieties.
74 Fresh
Aartsen's ERP system goes to Asia.
76 Young talent
Sofia Freyre Viveros.
78 Harvest cultures
Festivals all over the world.
81 Fresh bites
Short cultural stories.
68
Keep the Haka alive
One of the most unique links between
culture and sport is the link between
the All Blacks and the Haka.
18
Curly Crispy Frisée
A versatile vegetable that can add
interesting flavor and texture to
dishes while also being nutritious
8 | CULTURES CULTURES | 9

FRESH SPECIAL
CULTURE IS IN OUR NATURE
Culture
is in our
nature
Fresh
Special
A f amily c ompan y
It is early in the morning. Fruit and vegetables are arriving at
Aartsen from more than 50 countries worldwide. It is a fruit and
vegetables market like those you see everywhere in the world,
with varieties that you encounter all over the globe. And yet, it feels
different here than in other countries. This is Aartsen's warehouse,
a part of our company culture, a place where everything comes
together, starting as early as 5 o'clock in the morning.
CULTURES | 11

FRESH SPECIAL
CULTURE IS IN OUR NATURE
In China, you
raise your glass
together with
other people when
you drink. You
don't drink alone.
With four branches in three different
countries importing fruit and vegetables
from over 50 countries, Aartsen is a
company that works with diverse cultures
on a daily basis. Culture is in our nature,
you might say. Just look at the all the different
people from different cultures we have
working at Aartsen: there are eleven in
Hong Kong alone.
Culture is something that we need to
embrace, cherish, preserve and protect.
The same applies to our company culture:
the way we work and how we build our
brand, as well as the layout of our buildings,
how we communicate with our clients,
and what our partners can expect from us.
This cultural edition is about the culture at
Aartsen. Looking at the various units of our
company, everything is determined by culture.
This article highlights some examples.
Nonstopfresh culture
In Italian, the phrase cavoli riscaldati is used when
somebody tries to reignite or ‘re-hash’ a previous
relationship. Literally the meaning is ‘reheated
cabbage,’ and you don't need to be Italian to
understand the implication. In English, we can say
that things have ‘gone pear-shaped.’
But the Italian word or expression is truly unique.
Businesses
Businesses and organisations, too, have words
and concepts that are unique to themselves.
Over the past ten years, ‘nonstopfresh’ has
developed into a one-word concept at Aartsen that
describes the business culture, how everything is
organised, and what sets our business and our
methods apart. Nonstopfresh represents the
unfailing desire to do things better, and to improve
our performance each day.
Beautiful back
The Japanese language has a concept known as
tsundoku, which we hope does not apply to this
magazine, as it denotes the habit of buying a book
and ultimately not reading it – a book that literally
ends up on the ‘big pile’ (tsunde-oku) and is never
read (dokusho). When Icelanders wake up in the
morning, look out of the window and believe that
the weather looks better from inside the house than
it really is, they call it glaggaveður, or ‘window weather.’
When the Japanese believe that a person looks
better from behind than from the front, they use
the term bakku-shan, which literally means
‘beautiful back.’
Nature is in our culture
Not only is culture in our nature, but the
reverse is also true: nature helps determine
our culture. Because we work only with fresh
fruit and vegetables from all over the world,
our alarms are set early and we are ready at
five every morning to start taking deliveries.
Rising early is an immutable part of our nature.
It can sometimes cause difficulty when
finding new people, since not everyone wants
to be up at 5 a.m. on a Monday morning.
Our farmers’ schedules also revolve around
the products themselves, which determine
planting and harvesting times. No two seasons
are alike – the times are always dictated by
nature herself, beautifully exemplified by the
many harvest festivals we see worldwide.
Every culture celebrates the harvest at their
own time, and in their own way.
Culture clash
Though cultural differences sometimes cause
confusion and surprise, they can also result in
admiration and beautiful stories. Spend a day
in our commercial department and you'll hear it
straight away: here, all cultures blend together.
You'll hear people greeting customers in a range
of languages: Ola! Bonjour! Hello! Our Spanish
specialist knows he needn't bother calling any
farmers between 12:00 and 15:00, because that's
siesta time. Many cultures have unwritten rules
like this that we as a business need to be aware
of, or that sometimes cause miscommunication.
Brand culture
Culture plays a large part in the development of
new brands. Even in the name alone: Okuku is
the New Zealand brand of apples and cherries,
Grandezza contains echoes of the South-
American sun, and UNO represents Spanish
quality. Even in the use of colours and symbols,
the culture of each region shines through –
like the Latin American sun of Grandezza, the
iconic Statue of Liberty for Icon USA, and the
unmistakable Italian flair of Capito.
Be warned
L’appel du vide is a term used by the French for
the voice in your head that encourages you to do
dangerous things. It would be better to give in to
the Filipino gigil, or the irresistible urge to squeeze
something cute, like an adorable puppy or the cheek
of an overwhelmingly cute baby. To warn someone in
Samoa, you use faamiti: a kind of reverse whistling
that entails sucking in air between your pursed lips
to create a whistling, warning sound.
Moon road
In Sweden there is a word for the beautiful white
strip of light created by the moon across the water:
mangata, or the ‘moon's road.’ When things in
Germany go from bad to worse, they call it a
Verschlimmbesserung: a situation where, after
an attempt to fix something, it only got worse.
All of these words are determined by the cultures
they come from.
12 | CULTURES CULTURES | 13

FRESH SPECIAL
CULTURE IS TITEL IN OUR VAN NATURE HET STUK
STRIKING RED / AARTSEN RED PANTONE 186
To Aartsen, red is the most important
colour. It is in our logo, forms the ‘red
thread’ in the magazine, and features
in various places in our corporate
image. To us, it is the colour of apples,
a striking signal colour. But does red
have the same meaning in all cultures?
Colours can be very culture-specific,
and their significance often has its
origins in nature.
1
Western
Eastern Red
In Asian cultures, red is the colour of
happiness, prosperity and celebration.
In China, red is the colour of the new year
and is thought to bring good fortune – it is
no coincidence that new year's gifts are
wrapped in red envelopes. Red also features
prominently in both fireworks and weddings,
unlike the traditional white in western culture.
In Asia, red symbolises happiness and
prosperity for the couple. In many African
countries, red symbolises life and vitality.
The colour of blood represents power and
energy, and is frequently used in ceremonies.
3
Aartsen
Red
In western culture, red is a passionate colour
representing love and romance. Just look at
Chris de Burgh's song, ‘The Lady in Red.’
But it also expresses a person's importance,
which is why it's the colour of the red carpet.
Red is the colour of market leaders, and
highlights the status of people and events.
It's no coincidence that royal capes are often
red. And let's not forget warnings: red lights
are an important sign, and be careful if your
bank account ends up ‘in the red.’
2
Red
You really can't go wrong with the colour
red in any culture. As a company dealing
with different cultures worldwide, the colour
red holds great significance for Aartsen.
As the colour of our logo, the red of the
apple represents energy, vitality and
strength. It is a key element of our corporate
image, in which we strive to set ourselves
apart in a striking and positive manner –
throughout the world, in all cultures.
WHY
CHOOSE
AN APPLE AS
THE LOGO?
If Aartsen were a Mexican company,
would the logo have been an avocado?
Or a kiwi fruit if we had started in
New Zealand? What about an orange,
if our roots had been Spanish?
The Dutch apple symbolises our
background, our products, and the
invigorating, nonstopfresh character
of our enterprise. Apples are quite
literally a part of our culture, though
we are not the only company in the
world to use the apple as a logo.
Apple
The story goes that Steve Jobs was looking for a friendly,
non-intimidating name for his new technology company,
and was inspired after visiting an apple orchard.
The humble apple and accompanying logo were ideal for
his vision of a userfriendly and accessible technology brand.
Take a bite
The final logo with the missing bite dates from 1977.
Steve Jobs wanted a simple reference to the Apple name,
a logo that was just as accessible and approachable,
and could not be confused with a cherry or another
type of fruit. So the designer thought they should take
a bite out of it, making it unmistakably an apple.
Another advantage of the missing bite was that the
logo remained easily recognisable in a smaller format.
It also made the logo unique, and inextricably tied to
the Apple brand.
The Beatles
Some claim that the decision to use the Apple was based
on the Beatles’ record company: Apple Records.
Although they did know each other at the time, this causal
link has never been conclusively proven. The Beatles
did make more use of fruit, however, in their track titled
‘Strawberry Fields.’ And while the Apple logo today
enjoys worldwide recognition, so too does the Aartsen
apple, which can be found in every corner of the globe.
16 | CULTURES

FRESH PRODUCTS
FRISÉE
Season: Frisée is available 365 days a year
Sourced from: Many different countries,
including Spain, the Netherlands and France
Size: Sold in units of 10 per box, weighing from
280 grams per head
Appearance: Frisée is a type of endive referred to as
'yellow frisée' or 'curly, crisp endive' due to its yellow
heart and green exterior.
Curly Crispy
Frisée
Flavor and Texture: Frisée has a distinctive taste that
can be slightly bitter and peppery, particularly in the
outer leaves. The crispy texture of the leaves adds a
pleasant crunch to salads.
Culinary Use: Besides salads, frisée can be used as
a garnish for various dishes like salads, appetizers,
sandwiches, wraps, and savory tarts. Adding frisée to
warm dishes can introduce some freshness and texture.
Nutritional Value: Frisée is a good source of nutrients.
It contains vitamins such as A and C, as well as minerals
like iron and calcium. The fiber in frisée can aid in
digestion and promote satiety.
Selection and Storage: When buying frisée, look
for heads with firm and fresh leaves without signs of
wilting or discoloration. Store frisée in the refrigerator
in a plastic bag to maintain its freshness. It's best to
consume frisée within a few days of purchase for the
best flavor and texture.
Pairing: Frisée pairs well with various ingredients.
You can combine it with fruits like orange, peach, or
apple, nuts such as walnuts or almonds, and cheeses
like goat cheese or blue cheese. A vinaigrette dressing
with a touch of sweetness can help balance the bitter
taste of frisée.
Frisée ('Cichorium Endivia'),
a versatile vegetable that can add
interesting flavor and texture to
dishes while also being nutritious.
Health Benefits: The nutrients in frisée, including
vitamins, minerals, and antioxidants, contribute to a
healthy diet. It can help strengthen the immune system,
promote healthy skin, and support overall well-being.
frisée is 94% water and low in calories (18 kcal/100g).
It contains vitamins E, C, B1, B2, B3, B6, and is rich in
provitamin A, vitamin B5, and B9.
18 | CULTURES CULTURES | 19

PARTNER
MINI
BIG
partner
LOVE
Coert-Jan Krietemeijer
CEO MINI Nederland
Aartsen may use big trucks to transport our
fruit and vegetables, but when it comes to
moving our people, we choose MINI.
A vital partner in this regard is MINI Nederland:
in conjunction with the dealer, they ensure
that our MINIs are just as nonstopfresh as
every other business unit. ‘What got me
excited is the fact that there is an Aartsen
MINI that drives 10,000 km across Europe to
visit farmers and cultivators. I think it's a great
story that really reflects the MINI ethos’,
says Coert-Jan Krietemeijer,
head of MINI Nederland.
for
MINI
Personality and culture
‘Businesses readily connect with us and often discover a synergy
with MINI that reflects their brand and company culture. What appeals
to people is the fact that you can completely put together your
own MINI, it's an extension of your personality and your workplace
culture. Just look at the Aartsen models, which are all nonstopfresh
in terms of their colour and appearance. MINI offers so many ways to
personalise your car from tip to tail, both inside and out. The lighting
can also be adjusted to suit your mood, for example. And in the new
MINI models, you can even display your own photos on the unique
round OLED screen inside the car.’
The three fundamentals
‘MINI's success is based on three fundamentals: the go-kart
feeling, digitalisation, and sustainability. Taking the first of these:
I always have a smile on my face when I drive a MINI. The go-kart
feeling is amazing, and provides a lot of enjoyment. That's how MINI
began, and it hasn't changed. That is especially true of our electric
models, where the battery is installed below the floor, creating a
lower centre of gravity and enhancing the go-kart feeling even more.’
The future is electric
‘Currently around 25% of MINI models sold in the Netherlands are
electric. Next year that will be 50%, and from 2030 onwards all new
models will be 100% electric. Speaking of culture: the Netherlands
is already a leader when it comes to electric cars. The electric
MINI convertible has been a huge success here in the Netherlands.
This year we will be unveiling two new models: a fully electric MINI
Cooper as the most compact, and a fully electric MINI Countryman
as the largest model. And 2024 will see the release of a completely
new intermediate model: the electric MINI Aceman.’
Sustainable choices
‘Our sustainability choices are not limited to just electric cars,
but are also reflected in our use of materials. We work with vegan
leather in the interior, make increasing use of recycled materials
(for elements such as the parcel shelf), and we have greatly reduced
the amount of chrome we use, since the chroming process generates
a lot of pollution. The production process itself is also becoming
more and more sustainable. Since 2014, our site in Oxford has
generated energy using a staggering 11,500 solar panels, and the
heat produced when painting the cars is reused to heat the building.
These are some of the ways that we at MINI are working towards
sustainability, and constantly trying to keep our carbon footprint
to a minimum.’
British roots
‘MINI currently benefits from the fact that we are part of the BMW
Group, with all of its sustainability regulations that also extend to
the supply chain. But we do retain our own independent, distinctive
culture and trademark English identity. On my desk there is a sketch
of the very first MINI Classic designed by Sir Alec Issigonis, which
remains our inspiration to this day. These roots are still visible in our
compact models, the interior, and the use of intelligent innovations.
All models still have the same round clock and characteristic switches.
And although the clock in the newest models is an OLED screen
– the first round OLED screen in the world, incidentally – it is still
typically and uniquely MINI. Just like the taillights in the shape of
the Union Jack.’
Big Love
‘The culture of MINI can actually be summed up in just two words:
Big Love. Love for the planet, for people, and for our sustainable
and inclusive future. At MINI we believe in positive change, and are
open to everybody. One big believer in the Big Love philosophy is
spoken-word artist Sophia Thakur, who has written spoken-word
poems for the new upcoming MINI models. The poem she wrote
for the MINI Cooper is called ‘The Icon,’ and if there’s one word
that describes the Cooper, it's certainly “iconic”!’
20 | CULTURES CULTURES | 21

FRESH TALK
WILL SPREEUWENBERG
interview
Move
together,
grow
together
Name
Aartsen branch
Place of birth
Fruit
Vegetable
Meal
Season
City
Drink
On his bucket list
Did you know?
Will Spreeuwenberg
Venlo
Venray
Grapes, mangoes, blueberries
and mandarin oranges
I enjoy them all, except tomatoes...
Asparagus with ham, eggs and small potatoes
There is something unique about every season,
so I don't have a specific preference.
Berlin
Beer
A trip to Canada with my family
Graaf ter Horst is one of my favourite places?
I love to relax with a cup of coffee there,
after going on a walk through the Kasteelse
Bossen nature reserve.
Will Spreeuwenberg completed studies
in German Language and Culture in
2013 at the University of Nijmegen,
but then immediately switched to an
industry career. He joined Aartsen Venlo
as an account manager, a decision he
has not regretted for one instant. Quite
the opposite. ‘My work is so fascinating
and varied. I never get tired of it.’
Growing up among asparagus and strawberries
‘Lots of people in Venlo work in fruit and vegetable cultivation, so it's
hardly surprising that I ended up in the same sector myself. Looking
back, I think my interest in it was piqued at an early age. My grandpa
grew asparagus, strawberries and other berries, and my first part-time
job was in the fresh produce section of the local supermarket. After my
German studies, I could have decided to pursue a career in academia
or in education. But as soon as I saw a job vacancy at Aartsen, I knew
that was the direction I wanted to take.’
22 | CULTURES CULTURES | 23

FRESH TALK
WILL SPREEUWENBERG
Degree in German Literature
‘Truth be told, studying German also made sense. Even in
high school, I had an affinity with the German language. I was
utterly fascinated by the grammar, and the country itself is also
magnificent. My parents and I loved to visit often – it was only a
fifteen-minute bike ride to the border. At home, we almost always
watched the German channels on TV. At university I learned all
about the works of Goethe, Heinrich Heine and the rest, but I knew
I didn't want to spend the rest of my life with my nose in a book.
My heart told me that I would feel more at home in industry.’
Formal or casual?
‘Yeah, my degree has helped me out a bit in my current job at
Aartsen. Most of my business contacts are Germans or people
from German-speaking countries, and so I know how they like
to be treated. Each client is different, but in general I don't initiate
contact with the familiar du, which is much more common in Dutch.
It's better to use Sie at first. But once we get to know each other,
the communication automatically becomes more casual.
Partly because I’m fine talking to German customers who want
to have a bit of a chat. When that happens, they notice that you're
willing to invest in an ongoing relationship. They certainly appreciate
it, which also brings extra benefits.’
Move together, grow together
‘My customer portfolio is extremely varied. I supply market vendors,
cutting facilities, airline caterers, and intermediaries that deliver
fruit and vegetables to restaurants, and even an entire amusement
park. I know all of their first and last names, and have even met
many of them in person. At Aartsen, we focus on building long-term
relationships and partnerships, not on short-term successes.
Our motto is: we move together, and grow together. That means
you need to understand people, their specific needs, and how they
prefer to communicate. You learn to get a feel for it, although it
always remains a challenge. That's one of the things that helps
keep my job so enjoyable.’
Special fondness
‘Another interesting aspect is that my personal interest in fruit
and vegetables evolves as I do. As a salesperson, it's impossible
to avoid – your own favourite products are always the ones you sell
the most of. I have a special fondness for grapes. The species and
varieties are just getting better and better all the time, whether they
come from Peru, Portugal or South Africa. Grapes... just a glorious
product. The same goes for other soft fruits, like mangoes and
mandarins. You can taste the progress that the cultivators are
making. And you can say the same about vegetables too.
Tomatoes are the only thing I really can't vibe with. I just don't
like them that much, you know?
Pedal to the metal
‘It's true, we do work hard at Aartsen. My Monday mornings
begin at 05:00, all other days I start at 06:00, and I go home
early one afternoon a week. Two colleagues and I also alternate
to work for Aartsen on Saturdays, when we plan everything that
needs to happen the following Monday. I enjoy all the associated
responsibilities, being the contact person for my colleagues. We all
share the same mentality, and enjoy putting the pedal to the metal.
It's in our company culture. Aartsen does also move with the times
though. Bit by bit, we are working towards more flexible working
hours. We ultimately need to secure new generations of employees,
after all.’
Twins
'I also gave up playing football recently, because I have more things
to take care of in my personal life. My wife and I have 18-month-old
twins, which is a big responsibility alongside my busy job. I prepare
each morning’s sandwiches the night before, and my wife takes
charge of the girls after that. On Tuesday afternoon, which is my
fixed day off, I pick them up from daycare myself, and every parent
will know that fatherhood brings many more responsibilities than
this. Even so, we have been blessed with an incredible gift, and I
wouldn’t trade them for the world.'
You’re
invited
to grow
with us.
We've met you in Hong Kong
Asia Fruit
Logistica
24 | CULTURES

FRESH FOOD
RECIPE
Pickled radishes
When it comes to nutrition, Floortje likes to eat healthily.
Healthy eating means different things to different people.
It has taken her a while, but Floortje is now clear: for her,
food must be unprocessed and straight from nature.
And there is only one ingredient that makes every dish
really special, however clichéd it may sound: love.
Ingredients
• 500g radishes
• 1L water
• 40g fine sea salt
• 1 tbsp cumin
• 1 tsp juniper
berries
• Ground black
pepper
Utensils
• Glass jars
• Kitchen twine
• Clean tea towel
(washed without
fabric softener)
Method
Wash the radishes, and remove the stalks. Cut any large ones in half.
Dissolve the sea salt in a litre of water. Put the spices in a sterilised
jar, and add the radishes. Next pour in the pickling brine, ensuring
that all the radishes are covered. Put one thick plastic bag inside
another, and fill partially with water. Place carefully on top of the
radishes, to push them completely below the brine. Cover the jar
with a clean tea towel, and tie firmly with kitchen twine. Store the
radishes in the kitchen at room temperature for one week. After a
week, remove a radish from the brine with a fork and taste whether it
has fermented enough. If not, leave to ferment for several more days.
Once the flavour is good, cover the jar with a lid and refrigerate.
In the fridge, fermented vegetables keep for a very long time.
Feel free to vary the herbs and spices as much as you like –
this recipe is just a starting point for experimenting with your
own flavour inspirations!
Name
Age
Place of birth
Fruit
Vegetable
Dish
Season
City
Drink
On her bucket list
Did you know?
Floortje Bruijns
29 years old
Breda, The Netherlands
Dutch Strawberries
Asparagus
Indonesian rendang
Spring
Ghent, Belgium
Caffè Americano
Trip to Tokyo,
skydiving, cooking
class of Sergio Herman
Floortje cooks
every working day
at Aartsen
26 | AMBITION
AMBITION | 27

AARTSEN KIDS FOUNDATION
Nuria is 12 and was born in Argentina,
where she still feels very much at home.
Not only because of the gorgeous
surroundings, but also the delicious food...
A GLOBAL EXPLORATION OF KIDS AND THEIR LOVE FOR FOOD.
[Argentina]
Someday Nuria (12)
might move to
Argentina
Nuria explains: ‘My mother is Peruvian, but I
was born in Argentina. I've been to both
countries, but I really do feel more Argentinian.
My uncle is Argentinian too, and he's taught
me lots about the country. Like Argentina's
national drink: maté. It's a herbal tea, it's
delicious and people in Argentina drink it
everywhere they go. My dad – who works for
Aartsen – says that strawberries also come
from Argentina. I love strawberries! Will I come
work at Aartsen one day? I'm not sure, since I
don't know whether I'll stay in the Netherlands
or not. I might move back to my birth country
– I always feel very much at home in Argentina.
I was born in Buenos Aires, but my uncle lives
in another part of the country, a more desertlike
part. But Argentina also has green regions,
with lots of animals. It's a very diverse country,
that's one of the things I like about it. My dad
is also a big fan of Argentina. We've got two
staircases in the house, with big photos
hanging up. One is of an Argentinian steak,
the other is the Argentinian football team.’
Every country and culture has its own gems when it comes to fruit and
vegetables. Here, Nuria, Brooklyn, Ami, Rose and Djeliah talk about their
cultures and the tasty treats that go with them! They surprised us with
their choices of fresh fruit and vegetables. Spinach as a favourite, Rose?
Very good! And yes, Djeliah, French fries are vegetables too!
It is the mission of the Aartsen Kids Foundation to make children’s dreams
come true and give a positive twist to the lives of children who could use
a little help. This report is all about their dreams and the love of food.
Take Ami, for instance, who dreams of becoming a professional football
player: ‘Mum says, if that’s what I want to do, I need to eat lots of vegetables.
So I will!’
28 | CULTURES CULTURES | 29

[Ethiopia]
Brooklyn (5)
loves food and
wants to be a chef
Mango, mango, coconut, papaya… The ladies from
K3 sing about them, but it could just as well have
been five-year-old Brooklyn. She's crazy about
fruit, and mangoes in particular, which are almost
her favourite...
Brooklyn tells us: ‘My real favourite fruits are
apples, especially mixed with yoghurt and
cinnamon. But mango comes pretty close!
I think bananas are yucky. I want to be a chef
when I grow up, because I really enjoy working
with food. Just like my grandma.
She likes to make injera, a kind of sourdough
pancake from Ethiopia. That's where my dad
comes from. He came to the Netherlands
when he was five, along with grandma.
My mum likes learning more about Ethiopian
culture, and making Ethiopian dishes.
That means I get to discover more and
more foods from Ethiopia. Injera is
normally filled with all kinds of
vegetables and sauces, but often
it's a bit too spicy for me.
So I just eat the pancakes without
the fillings. So much tastier!
Do I want to go to Ethiopia one day?
My mum really wants to, but we
can't right now because of
the war. Maybe we'll all go
together one day.
I think I'd really like that!’
[Somalia]
Ami (8)
learns a lot
from his
grandmother
Ami got to know another culture through his Somalian father. The big advantage: tons of tasty food!
Because Somalians can certainly cook...
Ami: ‘I was born in the Netherlands, but my father is from Somalia. He left when he was five. My granddad
and aunt are still really into Somali culture. At home we celebrate the feast of sacrifice and the sugar
feast, and I can speak a bit of Somali. If you talk to my grandma about Somali food, she always starts up
about the mangoes. Somalian mangoes are really big and really sweet! Tastier than any other mangoes,
my grandma says. And did you know that Somalian mandarins are green? That's because the nights
there are so hot. Mandarins only turn orange when the weather cools down. At grandma's we often eat
sambusa, which are like triangle-shaped filo pastries that you can fill with stuff. My grandma likes to put
really spicy things inside. But the hottest thing is the sambal from Somalia. I asked my dad for some
ginger biscuits the other day, and he said to me: ‘First taste this sambal, then you can have some ginger
biscuits.’ Oh my god, it was so hot! What do I want to be when I grow up? A professional footballer.
Maybe on the Somalian team, but actually I'm hoping for the Dutch team. Mum says if that's what I want
to do, I need to eat lots of vegetables. So I will!’
30 | CULTURES CULTURES | 31

[Peru]
Spinach is
Rose’s (9)
favorite
vegetable
Speaking of Peruvian roots, many a
colleague will be envious of nine-year-old
Rose. Her mother was born in beautiful
Peru, and her roots can still be clearly felt
at home...
Rose begins: ‘My favourite food is
spinach, which I often eat at my grandma
and grandpa's house. It's so delicious!
But we also eat a lot of Peruvian food
at home. Do you know about Peruvian
food? Like a delicious stewed chicken,
my grandma often makes that. In Peru
we also have a weird purple drink that
tastes a little sweet. There's also cinnamon
and star anise in it, all mixed up together.
People in Peru drink it at mealtimes.
I don't actually like it that much myself,
but my mum and dad do. Do they have lots
of fruit and vegetables in Peru? You bet!
Mangoes, oranges, papayas, pineapples...
I like melons and limes myself. I've never
been to Peru though – but my dad has,
four times already! So has my brother.
He's 16 now and has already been to the
high mountains of Machu Picchu. I'd like to
go there myself one day. Do I want to work
at Aartsen when I grow up? Nah, I don't
think so. But I don't really know what I do
want to do yet either.’
[Italy]
Fresh fruit,
French fries,
or pizza?
Djeliah (7)
likes
everything
With an Italian father, you would expect pizza and pasta to be on the
favourite-food list. But Djeliah, age 7, reveals that her favourite food is
actually French fries. But pizza comes very close. Not to forget all the
delicious Italian fruit!
Djeliah: ‘I really like strawberries, apples and kiwi fruit. I often take those
to school. Oh yeah, and limes! They also grow in Italy. That's where my dad
comes from, he grew up on the island of Sicily. I've been there once, but I
was very little so I don't remember much. I think I would like to go back
there again. Sometimes we go to Italy on holiday, but this year we're off to
Spain. And to Disneyland. And the Efteling! Luckily I like all those places.
Do I like Italian food? You bet! Macaroni and pepperoni pizza are two of
my favourite meals. But I like eating everything to tell the truth. I'm just crazy
about food. Later I want to be an assistant in the supermarket, so I can
sell lots of pizzas and other Italian foods. That really seems like fun!
Or... maybe I'll work for Aartsen. Selling fruit and veggies. Mmm.’
32 | CULTURES
CULTURES | 33

FRESH BITES
You’re
TOP 5
movies about culture
invited
to grow
with us.
SeeyouinMadrid
FRESH BITES
Before They Pass Away
On the subject of culture, we'd like to
draw your attention to photographer
Jimmy Nelson. For his masterpiece,
‘Before they pass away', he photographed
more than 35 different cultures around the
world in a period of two and a half years.
This resulted in a series of wonderful portraits
of indigenous peoples in the world's most
remote areas - from the Huli and Kalam
tribes in New Guinea to the Tsaatan in
Mongolia and the Mursi in Ethiopia.
Nelson has beautifully gathered all these
peoples and many more in this huge coffeetable
book, Before They Pass Away forever.
"Cicade de Deus"
A raw movie portrait of life
in Brazil's favelas.
"House of Spirits"
About life in Chile in
the mid-20th century,
featuring stars
including Meryl Streep,
Winona Ryder and
Antonio Banderas.
"Mama Mia"
The blue waters of Greece
and Abba's enchanting
tunes guarantee lots of
fun and enjoyment.
Sapiens
A brief history of humankind
"Goodbye Bafana"
About Nelson Mandela's
life in prison on
Robben Island.
Fruit
attraction
Madrid
3-5 October
Meet us in our stand
Hall 4 - 4D06
A hundred thousand years ago,
there were as many as six different
species of humans. Today only
one has survived: Homo Sapiens.
That's us. But why is it that our
species is the only one that has
made it to this day? And how have
we developed as Homo Sapiens?
Why do we believe in gods, in money
or in books? In a thoroughly enjoyable
book, author Harari takes us on a
tour of human history to explain
why we have become the most
important species.
"Mufasa, The Lion King"
With all the complexities
of human nature and
culture, sometimes
animals are easier to
understand.
CULTURES | 35

NONSTOP TRAVEL
WAYNE & DUONG - VIETNAM
A fruitful visit
to Vietnam
travel
5Page 37 - Vietnam
Page 38 - USA
Page 40 - Australia
Page 42 - China
Page 44 - South Africa
travel
reports
Several times per year we visit Vietnam to
have a better view of what is happening within
the market and to understand more on our
future collaboration with long-term partners.
This trip is strategic in the way that we made frequent field trips to
supermarkets and wholesale markets to understand the challenges
that our customers face but also Vietnamese consumers in general,
and to brainstorm about our marketing strategies in Vietnam.
Vietnam is one of the fastest developing markets for imported fruits for
Aartsen and has as well one of the fastest growing economies in Asia
with a growth rate of 8% in 2022. During Covid period, while in general
the China imported industry declined, Vietnam accelerated this growth
as the alternative market beside China. Similar to China the Vietnam
market requires a premium range of fruit and use imported fruit often
as gifts. This year the Vietnamese economy is experiencing a downturn
and the expectation is that bigger cities such as Hanoi and Ho Chi Minh
will continue to experience a setback. During our trip, we also saw that
this trend is reflected in the daily life of fruit wholesalers as well.
We started off the trip making a visit to SK cold storage about 50 minutes
away to the northeast of Hanoi in Hung Yen province. It was interesting
to see the main items which are currently dominating the market like
South African and New Zealand apples, Australian mandarins and
grapes from both Chile and Australia.
The following day we met together with Heartland, one of our key suppliers
in New Zealand, in order to define the strategy and promotion plans
for the Ambrosia variety in Vietnam. We visited several retail chains
together and it was surprising to see the many varieties of apples a
customer can choose of. On one shelf we saw 12 varieties; Ambrosia,
Dazzle, Envy, Sonya, Jazz, Royal Gala, Queen, Breeze, Cherish,
Cosmic Crisp, Fuji and Tessa apples.
On the 3th day we flew to Ho Chi Minh where we visited the Thu Duc
wholesale market late at night and witnessed the bustling movement
of imported and local fruits, despite the economic downturn. It was
an exciting experience to be surrounded by motorbikes and trucks
from different directions. We were inspired by the stories of certain
wholesalers of starting their fruit business from scratch and their
dedication to the industry. As we made our way to the fruit section
in the local supermarket during the next day, we were again
astounded by the variety of apples on display.
Overall, it was a great opportunity to meet our long-term partners face to
face and gain new insights into the challenges they face in this constantly
evolving fruit industry. It is clear that the market in Vietnam for fruits is vast
and diverse with endless opportunities for growth despite the economic
challenges. We look forward to seeing what the future holds for the fruit
industry in Vietnam. As Aartsen we have a lot of experience in this market
and we look forward to keep our leading position in this market in the
international fruit trade and maintain it in the years to come.
How people in Vietnam greet
"Chào ông"
VIETNAM
Team Phu Nhuan
In Vietnam, greetings are steeped in respect and tradition.
A common greeting involves bowing or nodding the head,
especially when one wants to show respect to an elder or
someone of higher social status. The depth of the bow can
vary, with a deeper bow expressing more respect.
A unique greeting in Vietnam is the "ao dai," which is a
traditional clothing style for women. In this greeting,
the person places their hands in a prayer-like gesture and
bows slightly, as a sign of respect. This is often done at
formal occasions and when greeting older relatives.
Another interesting aspect of greetings in Vietnam is the
use of family relationship terms. Instead of just saying "Hello,"
for instance, one might say "Chào ông" (Hello, grandfather)
or "Chào bà" (Hello, grandmother) to respectfully refer to
older individuals.
It's important to remember that greeting customs can vary
based on age, social status, and the relationship between
the individuals greeting each other. Showing respect and
following local customs is highly appreciated in Vietnamese
culture.
CULTURES | 37

NONSTOP TRAVEL
WAYNE & DEREK - USA
Grapes farm in Bakersfield.
Aartsen goes USA
travel
Santa Monica pier; constructed in 1909, the first concrete pier on the west coast.
Californian stonefruit in packhouses.
Santa Monica Beach.
USA
California is one of the most productive
agricultural regions in the world, thanks to
its geography and favourable climate that
allow a wide variety of crops to be grown.
Aside from the gold rush in the mid-1800s,
there are many reasons why this place is
referred to as the "Golden State".
It has been four years since our last trip to the USA. Menno and
Derek visited all our partners in California, Washington and as well
Canada. Due to the strict covid restrictions Hong Kong travelling to
the US has been paused for some years. Finally Wayne and Derek
could visit the US again. This time our goal was to visit both current
and potential partners. Our trip started on a Sunday afternoon in
Los Angeles, where we had some time to enjoy sightseeing around
the city and visited the famous Santa Monica. As expected, the pier
was very crowded, and we were amazed by the cultural diversity.
In particular, Mexican culture has a strong presence throughout
California, making tacos and margaritas a perfect choice for
that evening. Moreover, we visited Venice which is famous for its
‘Muscle Beach’ which is widely known for its athletes who practice
gymnastics on the beach.
The next early morning, we set off on our journey to Bakersfield,
driving for around two hours through the Tejon Pass, which gave
us breathtaking views of the surrounding hills and valleys.
Bakersfield, the third-largest city in the Central Valley, is known
for its agricultural commodities such as grapes, citrus, almonds,
and pistachios. One interesting fact that many visitors may not
know is that Bakersfield also has a large music and cultural scene.
From there, we continued north towards Fresno on State Route
99, passing through endless orchards and fields on both sides of
the highway, with trailer trucks filling the roads. We made multiple
stops in Kingsburg, Selma, and Reedley to meet with stone fruit,
blueberry, citrus, and grape growers. It was wonderful to finally
see everyone in person again after only communicating through
computer screens for the past four years. The evenings with our
partners were filled with productive discussions, great food,
and amazing company. The next morning, we made our way
back to Los Angeles for our flights to Hong Kong.
The agricultural business has faced major challenges in the past
few years, such as rising costs, labor shortages, trade disputes,
water scarcity, and vessel schedule stability, among others.
This trip has given us valuable insight from a grower's standpoint
and a good understanding of their challenges. It has been an
encouraging experience that makes us proud to represent their
fruits and labels here in Asia.
How people in the USA greet
"hug"
In the United States, greetings are often informal and friendly.
A commonly used greeting is a simple "Hi" or "Hello."
Handshakes are also common, especially between people
meeting for the first time or in professional contexts.
A unique greeting in America is the "hug" or embrace.
This can range from a light hug to a more firm embrace,
depending on the relationship between individuals.
Hugs are often used to express emotions and friendship.
Another aspect of greetings in America is the use of first
names. People often address each other by their first names,
even in professional environments, reflecting the informal
and open culture.
It's important to note that greetings in the US can vary
depending on the region and context. Overall, kindness
and respect are appreciated in greetings and interactions
in American culture.
38 | CULTURES CULTURES | 39

NONSTOP TRAVEL
MENNO & RIK - AUSTRALIA
travel
A grapeful
visit to
Australia
Team BTM
Menno and Rik made
a trip to Australia to visit
our grape partners.
Menno van Breemen and Rik Verspaandonk
Team Lazzara
AUSTRALIA
For our own brands Grandezza and Okuku, among others, we have been working
for a number of years with three top growers, each of them unique in terms of
quality. After a period of travel restrictions in Australia, this was a visit that both
sides were really looking forward to. Plans were made to continue our growth over
the coming years, and the citrus plans made five years ago were in evidence in
the form of the first harvest.
Here’s to a great future! We are extremely grateful to these kinds of partners, and
with the plans that we have made we can continue to thrive for years to come.
We really work as a team and an extension of each other, which is why we have
been so successful over all these years.
How people in Australie greet
"G'day"
In Australia, greetings are informal and
friendly. A common greeting is "G'day"
(short for "Good day"), which simply means
"Hello." Another typical greeting is
"How ya goin'?" which actually translates
to "How are you doing?"
"Mate" is often used as an informal term
to refer to someone, similar to "friend"
or "buddy." It's common to address each
other by first names and maintain a relaxed
attitude during conversations.
Generally, kindness and a positive
approach are appreciated in greetings
and conversations in Australia.
40 | CULTURES CULTURES | 41

NONSTOP TRAVEL
MENNO, WAYNE, YOURI, JACK & ALLEN - CHINA
We meet again in China
travel
Team Shanghai
Team Fusheng
Team Zhxing Fruits
How people in China greet
CHINA
After a long period of travel restrictions
due to the coronavirus pandemic, in 2023
we were once again able to travel freely
to China. During the pandemic, access
to China ranged from highly restricted to
virtually banned. The last trip for us was in
the first quarter of 2020.
Given that we have been doing a lot of business with China for over
10 years now, it was strange not to see our partners face to face for so
long and only see them on a video screen. So as soon as the borders
opened up (without quarantine requirements on either side) we did not
hesitate and went out to visit our partners straight away.
Trips were planned from Beijing to Guangzhou, from Shanghai to Guiyang
and to many places in between. Aartsen has distribution in more than
25 cities in China.
In Shanghai, we visited both our biggest partners (who we have been doing business
with for over 10 years) and potential new clients which can provide us with
opportunities to diversify even more within our sales channels in China. Examples of
potential future sales opportunities include wholesale, online through social media,
processing, sales in second and third-tier cities and retail. As well as the visits to
clients, we enjoyed dinner with the owners of the wholesaler Huizhan and a number
of fellow professionals, colleague competitors and partners, where we discussed a
wide range of topics.
A while later, we visited our partners in southern China. That was from where,
almost 12 years ago, we shipped our first containers. After a long period of
meeting online, it was great to strengthen ties over a couple of good diners.
There was much talk of old times, but also much anticipation of the future.
Together, we must remain future-proof and, as we often say here at Aartsen,
we do not like to sit still. We must look to the future and always move with the market.
We are stronger together, and even if we are sometimes in competition with each other,
the conclusion was that well-run businesses also have a lot in common. We drank to
this many times and looked to the future.
"wai" or "joi"
In China, greeting is an important part of
the culture and is done with care.
A common greeting involves bowing or
nodding the head, especially in more formal
situations. A unique greeting in China is the
"wai" or "joi," where individuals place their
palms together, similar to a prayer gesture,
and make a slight bow.
This greeting is often used to show respect
and is especially used between people of
higher social status and elders.
The manner of greeting can vary depending
on the region and the relationship between
the individuals greeting each other.
It's always a good idea to respect and follow
the customs of the specific region or culture.
42 | CULTURES CULTURES | 43

NONSTOP TRAVEL
MENNO & KA WAI - SOUTH AFRICA
Ka wai, Fredri Kok and Menno
How people in South Africa greet
"Howzit?"
In South Africa, greetings are often carried out
with warmth and enthusiasm, reflecting the
diversity of the population and cultures in the
country. A commonly used greeting is "Hello"
or "Hi," similar to many other English-speaking
countries.
A unique greeting in South Africa is "Howzit?"
or "How's it going?" This is an informal
greeting that is friendly and relaxed, akin to
"How are you?". It emphasizes a laid-back
and open atmosphere in conversations.
Additionally, in certain cultures in South Africa,
it's customary to show respect through a slight
bow or a nod of the head. Handshakes are
also common, especially in professional and
formal situations.
Due to South Africa's rich cultural diversity,
greeting customs can vary among different
ethnic groups and regions. It's always wise
to be mindful of the situation and to respect
the customs of the people around you.
Ka Wai and Gert Upton
A citrus trip to South Africa
Normally, we would always plan a citrus trip to South Africa in around March or
April, but this time we chose to go mid-season, so we were able to see the different
varieties ‘in action’ on the packing lines and in the orchards. It was an unusual time
for a visit. Naturally, we visited many long-term partners to draw up further joint
growth plans for the coming years and discuss the difficult situation in which
growers in South Africa find them-selves. In times like these, we always make it
very clear to our partners how much we appreciate what they do and reiterate our
continued strong support. We were also keen to look for new partners to meet the
ever growing demand from our many clients in Asia and the Benelux countries.
Andrew Muller and Menno
Ka Wai & Grant du Preez
SOUTH AFRICA
Ka Wai flew from Hong Kong to Johannesburg and Menno flew in from
Amsterdam. They arrived on Sunday evening, painstakingly reviewing
the entire schedule once again, as well as the objectives and strategic
plans. Clearly, there is always a purpose to our visits.
The trip to the far north of the country (close to the border with Zimbabwe)
began early on Monday morning. Along the way we visited partners in
Groblersdal, Marble Hall, Letsitele, Tzaneen, Hoedspruit, Malelane and
Mbombela in the north of South Africa. After 13 visits in two-and-a-half
days and having travelled 2,000 km, we had once again learnt and
seen a huge amount. We were even lucky enough to have one of our
partners take us on a short safari, where we saw giraffes and other
animals in all their splendour! We had given a boost to our cooperation
and further development with our existing partners. It was a fruitful trip,
since we started business with 4 new growers.
The aim is always to look for people with the same values and beliefs.
If we are a good fit for each other, then shipping a couple of containers
is the aim. We always say that you have to get to know each other.
Once you have a solid foundation, the volumes will follow by themselves.
We focus more on quality and finding people with the same DNA.
That is the main objective in the long term, so we are very careful in
this regard.
On Wednesday evening, we flew to the Eastern Cape, where we travelled
around for another two days. The trip there took us from Port Elizabeth
to Fort Beaufort, and from Addo to Kirkwood and the Patensie area.
Following the seven visits here, during which we learned a great deal and
achieved the agreed acquisition targets once again, we rounded off the
trip with a warehouse visit, lunch and fun activities with our existing
partners.
When we saw our Mamba boxes going through the warehouse, we were
filled with pride. Pride on the one hand for our brand, which wants to
represent the best possible quality, and on the other for our long-term
partners, who day in day out do their utmost to work with us to achieve
the success in the market that we are striving for! Stronger together,
that is what we call it! The first containers from new growers have now
arrived and we are looking forward to putting our heart and soul into
the further development of these relationships. Cheers to South Africa.
travel
Menno and Gerrit Theron
44 | CULTURES CULTURES | 45

PRIVATE LABEL
TOOTY
25 years
David Jacob
In charge of cultivation
at Domaine Bayard
After all those years
still fresh and fruity
Tooty was launched in 1998, making it the
oldest of the Aartsen native brands. This year,
we celebrate its 25th anniversary. France has
traditionally been a major import country
for Aartsen, and so only the highest quality
products are included under the Tooty label.
Tooty stands for quality and authenticity,
whether it's vacuum-packed beets, kiwi fruit,
chestnuts, apples, or luxury apricots – we offer
the entire French range under the Tooty label.
The Tooty elephant has been a familiar sight
in stores for many years, and is known among
specialist retailers and wholesalers throughout
the Benelux region. It is also a well-known brand
in Asian countries, where there is often a cultural
link with animals. There, the ‘Elephant Box’ is
a quality guarantee. We are proud of Tooty –
Vive la France!
46 | CULTURES
CULTURES | 47

GUEST COLOMN
Sam.
Our first meeting was way back in 2012, and I was running
my first business and figuring out how to run it. Menno and
I got introduced to each other due to being in similar fields,
and we talked for a lengthy period, and I liked that his
mindset didn't feel European but had more of an Oriental
approach. He understood the culture and values of China
in an instant. That has always been the basis for success
in our country. Without a good understanding from the
start, you can easily forget it. There are differences in
communication between our Chinese culture and Western
culture. In China, we often use implicit and euphemistic
language to express different ideas and viewpoints,
emphasizing respect for others' feelings.
Sam Guo
Owner of Guangdong Fusheng Trading Co., Ltd.
China
‘There are differences
in communication
between our
Chinese culture
and Western culture’
In contrast, communication in Western it is more direct,
open and straightforward, and people pay more attention
to expressing their opinions and attitudes. For example,
in China, people like to say their views implicitly, such as
"maybe", "I'm not sure", and so on. In contrast, Westerners will
pay more attention to expressing their thoughts and opinions
directly and clearly. After this first meeting, we started doing
business with Aartsen, as people must understand the culture.
For example, team Aartsen will greet us in the group during
Chinese New Year and different festivals. This sense of
identity makes our relationship with Aartsen closer.
In our exchanges and communication, we also learned brand
awareness from Aartsen. Together we created an excellent
brand like Grandezza in China. After that, Fusheng also created
some of our brands in China to promote domestic fruits.
The feedback was valuable. At the same time, we also want
to learn about Aartsen's experience managing the company
to make our business go further. We had many discussions
with Menno and his team on how to run our company and
the strategy in the longer term.
Unknowingly, we have been working together for 11 years and
encountered difficulties during these 11 years. For example,
the three years of COVID-19 have been a test for everyone,
but we have survived through the efforts of both parties.
Our two companies are like brothers, although one is
Chinese and the other is European. But we can all respect
each other's culture and learn from each other; I believe
our friendship can last forever.
CULTURES | 49

CLIENT
SOUS FRESH
client
With a range of around 1,500 fresh products
supplied daily to locations throughout
western Europe, Sous Fresh is a leading
operator in fruit and vegetables exports.
Sous Fresh explicitly positions itself in the
industry as the top service provider for
foodservice and wholesale, with services
and a product range tailored specifically
to the needs of the catering industry.
In addition to fresh bulk products and exotic
fruits and vegetables, Sous Fresh effortlessly
supplies exclusive greenhouse vegetables,
as well as unique innovations for the
gastronomy sector.
‘In conjunction with our clients, we look at how
they can customise their range of fruit and
vegetables even more effectively to suit their
buyers: professional kitchens. Our very own
“Inspiration Box” gives clients a way of inspiring
professional chefs to work more with fruit
and vegetables,’ explains managing director
Roy Peters.
Give us an idea of the day-to-day happenings at Sous Fresh.
‘Of the 1,500 fresh products in our range, every day around 800-900
go to customers primarily in Germany and Austria, though we do
also supply France and Switzerland these days. The various types
of fruits and vegetables come from all over the world. Some we
import ourselves, including products from Spain, France, Thailand,
South Africa and India. The others we source from other importers
like Aartsen. We set ourselves apart with both the breadth and depth
of our range, and the fact that we can deliver almost everything fresh
daily, whether in large volumes or customised pallets. We want our
customer experience to be as hassle-free as possible.’
What market developments have you on the edge of your seat?
‘We can see that young chefs in particular are showing a greater
interest in fruit and vegetables than cooks from previous generations.
To them, meat and fish are no longer the default main focus of a
dish. Our business now has the wonderful job of introducing chefs
to unfamiliar and unique fruit and vegetables, and encouraging them
to incorporate more fruit and vegetables into their dishes. One way
we do that is through our Inspiration Box. We currently create one
box per season, which includes new produce, culinary background
information and recipe suggestions. The box is exclusively available to
our customers, who use it as a way of inspiring chefs to use more
fruit and vegetables. It is a unique and successful concept, both
for us and for our customers. ‘Another development in the sector
is the shift towards more pre-processed fresh produce. Partly as
a result of the staff shortage in hospitality, the demand for preprocessed
fruit and vegetables has greatly increased. And although
we do supply these products, they do present new challenges.
Unprocessed produce can be transported at 6-8 degrees Celsius, but
pre-processed goods must be delivered at 2-4 degrees. So we are
investing in more intensive cooling.’
How innovative is Sous Fresh when it comes to
sustainable business?
‘Modern businesses can no longer avoid making footprint-reduction
a part of their strategy and investments. We owe it to our children.
We have set a number of targets for 2026: we are looking for alternatives
to imported products that are still flown in, and we are making our road
fleet more sustainable. The roofs of Sous Fresh are now also covered
in solar panels, and we have successfully reduced the amount of
plastic in our packaging. I would say we are on the right track.’
Sous Fresh and Aartsen have a strong relationship.
What would you say it is based on?
‘Just like Aartsen, we believe in cooperation. By engaging in discussion
time and again about the challenges faced by our industry, we have
found a way to better dovetail our services. Sous Fresh has a lot
of forecasting experience, for example. That means we are very
good at predicting what fresh products our customers want to buy.
Sharing that information enables Aartsen to respond to our needs
more efficiently.’
‘The system benefits all of us when it comes to planning and
warehouse management. The collaboration makes us both stronger.
I am extremely appreciative of Aartsen's open and constructive
approach, it really works well. No doubt we will continue to work
together on even greater efficiency moving forward.’
50 | CULTURES CULTURES | 51

Running
soon.
We are looking forward to participating in various international running events together
with our colleagues and business partners. When it comes to fitness, vitality,
and sportsmanship, we like to take the lead. Please mark the dates in your agenda!
We'll see you there.
Sunday
October
12023
Singelloop Breda
Sunday
November
19
2023
Urbain Trail Antwerp
Sunday
March
24
2024
Venloop Venlo

WE RUN AARTSEN
We
team
Aartsen
run
We enjoy challenging our colleagues and partners,
like growers and clients, to run. Aartsen takes part in
various running events with a team. During these running
events we run 10 km and celebrate this performance
together afterwards. We have listed the upcoming running
events on page 53. But first we would like to introduce
you some sportive colleagues.
Aartsen
f.l.t.r.:
Noël Geutjes
Marco Zanoli
Bram Schoonheijt
54 | CULTURES AMBITION | 55

Jeroen Hasselt
Max Simons
56 | CULTURES CULTURES | 57

WE RUN AARTSEN
Noël Geutjes
Sales Representative
Marco Zanoli
Accountmanager
Bram Schoonheijt
Accountmanager
Jeroen Hasselt
Sales Representative
Max Simons
Order Picker
‘In the 27 years I've worked
here, I've never not felt
like going to work, every day
is different.’
‘Everyone has the
same drive at Aartsen,
there's a strong
communal spirit.’
‘Sport and exercise
are an integral part
of our company
culture.’
‘Variety and
thinking on your feet,
that's what I like.’
‘Being fit and healthy is
important to me.’
Every day, around 120 market vendors and
retailers purchase their fruit and vegetables
from Aartsen cash & carry. When they arrive
at the door with their truck or van, they know
who they'll be dealing with since I've been
working here for 27 years. Some customers
I've had since the very beginning, but there
are always new ones coming through.
We develop connections with all of them.
Building trust is top priority, you want people
to keep coming back because of the quality
and price that we offer.
The Southern Europeans are born traders,
while German merchants like to stand out
with the more expensive, unique branded
products they get from Aartsen. They have
no trouble selling a pineapple even for 10 or 12
euros at their gorgeous, colourful city markets.
Everything I do essentially revolves around sales.
But thanks to all the relationships I’ve built with
people, my work is so much more than that.
In the 27 years I've worked here, I've never not
felt like going to work, every day is different.
At Aartsen I'm a member of club 9119,
the elite society of employees who have
worked here for 25 years or more. The club
emblem is stitched onto the sleeve of our
company uniform. Every year on the first
Friday in October, we all do something special
as a group. We go visit somewhere, have a
nice meal together and enjoy a good catch-up.
Nice that our manager thought of it, right?
He himself is a member too, of course,
since he's been working here longer than
anyone. To me that's proof that Aartsen is
about more than just turnover and profits.
At Aartsen, it's the people who matter most.
As a boy, I used to help out at my granddad's
greengrocer shop. After finishing school
I worked for a bit in the same sector,
and then made the transition to Aartsen
Venlo. Six years ago I started as an order
picker, which is when the ball started
rolling. True, I now know the seasonal
calendar like the back of my hand, and
all of that product knowledge came from
right here at Aartsen. And because our
range varies so much throughout the year,
I never get bored.
From order picking I moved through to
Cash & Carry, where one of my jobs was
to do the size and colour sorting of the
fruit and vegetables. One year ago, the
company asked me whether I would be
interested in a sales position in the office.
I was hesitant at first, since I really enjoy
being around people. Would that kind
of job suit me? And would I have to say
goodbye to all the direct contact with
clients and colleagues in the warehouse?
But I ultimately decided to go for it, and it
turned out really well. Socially nothing has
changed, I feel very much at home here
too, and can continue to grow in sales by
always pushing myself and the business
to greater heights.
Everyone has the same drive at Aartsen,
there's a strong communal spirit.
True, we all work pretty long days, but as
a team we're all very committed. So during
the week I mainly concentrate on working
and getting enough sleep. But that's absolutely
no problem for me. It feels good!
The first thing I do when I wake up in the
morning? I check WhatsApp for messages
from clients. I don't see it as a form of
pressure though. Or rather: I see it as a
good thing. That impetus is my daily dose
of get-up-and-go, then I know it's time to get
to work. I had the same thing even as a child:
I would finish assignments if I was under
pressure, but not if I could put off handing
them in for weeks and weeks. My teachers
also told me that those assignments were
always the better ones, haha!
Another thing is that in sales, no two days are
alike, so for people who like a bit of excitement,
the job is still interesting even after five years.
I'm responsible for banana sales in Venlo,
and I'm not tired of it yet at all. Something else
that makes a difference: Aartsen works very
hard to create a pleasant working atmosphere
for everybody. A core value of our organisation
is that everybody be treated equally, and that
we communicate with openness and honesty.
Newcomers quickly realise that they are part
of a family business. We are a close-knit and
easy-going bunch, and as employees we are
regularly treated to extra bonuses.
I do crossfit just like Jeroen, and I also play
hockey. Sport and exercise are an integral part
of our company culture. In the Venlo office,
at least, I don't know anybody who doesn't get
involved. And people really get into it at work
too – goading each other to do better at sport
is part of a regular working day for most of us!
I've already had many different jobs during
the six years I've been working for Aartsen.
I started out as an order picker, I've been a
handyman, worked in the sales department,
and now I'm working on the team implementing
the new internal Fresh data system. From the
forklift to the computer, then helping out in
the warehouse whenever they need extra
help: you might say I'm the most versatile guy
in Venlo. Variety and thinking on your feet,
that's what I like. I don't cope well with
super-quiet days at work. They just don't
agree with me. I need action!
Another thing that's equally as important
to me is the social aspect. Spending time
with colleagues, even outside the office.
We might go to a festival together, or organise
a skiing and clubbing trip in Germany.
It's all about enjoying each other's company.
But make no mistake: most of us are also
very sports-oriented. Although more women
have come to work at Aartsen in the last few
years, it's still a bit of a man's world. We are
very competitive. I'd love to take on Team
Breda and Team St. Katelijne-Waver in a
dragon boat race or Viking Run with Team
Venlo one day!
Every year, I take part in one or more of the
running races that the Dutch and Belgian
branches of Aartsen participate in. And again,
to me it's all about the atmosphere of the event,
since where sport is concerned, my heart really
lies with Crossfit. Those workouts are a lot more
intense, which is just more my thing.
My working week begins on Monday at 04:00,
with a non-stop 12-hour shift. On all the other
days I start at 05:30 in the morning, and work
until 15:30 or 16:00. Sure, I can keep it up no
problem. Once I get going I lose all track of
time, partly because in the warehouse there's
never a dull moment. There are always new
pallets waiting to be unloaded. Getting enough
sleep? Also no problem – I don't go to bed
until around 23:00 each night, since four
hours’ sleep is more than enough for me.
I spend almost all of my free time on football,
football and more football. I coach a youth team
where I live, and also play in the local league
myself. So that's already three nights of training
and two match days per week. Add to that at
least 30,000 steps minimum that I take at work
every day, and you might say that I'm in tip-top
shape. Being fit and healthy are important to
me, and to everybody at Aartsen. So of course
it's great that we all work at a fruit and vegetable
business. I used to only eat fruit at home if
there was some in the bowl. But here I always
take a little bit extra, it's automatic.
At the end of the summer I will have been
working at Aartsen for two years as an order
picker. Before this job, I worked at a car-parts
dealership, but there I had gone as far as I
could. I came to Aartsen via my mother-inlaw,
who is one of the cleaners here. I should
have come to Aartsen a lot sooner, it's so
different here to what I'm used to.
The atmosphere, the team, people's
willingness to help each other out. As a
group-oriented person, I feel completely at
home here and 100 percent happy. And I
think I still have lots to learn at Aartsen too!
58 | CULTURES CULTURES | 59

GROWER
SANTA ELENA
Grower
We spoke to the
commercial manager
and long-term partner of
Aartsen Gonzalo Mery
of grape distributor
Santa Elena in Chile.
Santa Elena:
"THINK, EAT,
SLEEP AND
DREAM GRAPES"
A quick email
conversation back
and forth, with a time
difference of six hours,
and a Zoom date
was made to discuss
company culture,
traditions and twenty-five
different kinds of grapes.
Gonzalo Mery is
instantly friendly and
charismatic from the
screen, and you quickly
understand what kind of
company Santa Elena
must be if he's been
there for over 18 years.
60 | CULTURES CULTURES | 61

GROWER
SANTA ELENA
Ricardo Tapia
Working at Santa Elena
''Working somewhere for over 18 years is a massive part of growing
up and education, and when I started, I started in the fields, picking
grapes. We export over 3 million boxes of grapes a year worldwide,
and it was founded by investors from England over 28 years ago.
Their idea was to find a good place in the world to produce grapes
and to supply retail locations in the UK. Eventually, Santa Elena was
bought by the current four shareholders, who all started as growers.
They kept the same strategy: producing the best grapes to serve
retailers. Therefore, Santa Elena is very firmly based on retail
relationships. About 50% of the total production comes from
our farms, and 50% comes from third-party growers. Yearly we
grow about 1000 hectares in different areas, involving more than
5000 employees.''
When discussing Santa Elena, a big production that exports
worldwide, it sounds like a close-knit company.
''We started small and still feel that way because it's essential
that our grapes are the best and our employees are happy.
We don't like to work with titles like CEO and CFO. We don't
have titles; we have people. The primary market for us is the
US and Canada. Asia is becoming a massive market for us,
and Europe and UK also are essential. We are producing
25 varieties of grapes, an extensive portfolio compared to
the industry. In Chile, only five companies have that kind of
comprehensive portfolio. My work involves the growing side and
what is happening in the final market, but keeping our customers
happy is essential. It's not just about the payment. It's everything
together, everything together always, that allows us to produce
the correct grapes for the specific final customer. It's an archaic
way to operate, but it enables us to be very involved and helps
us continuously improve, as we are very focused on the quality
of the fruit. We are doing about 50,000 boxes of cherries.
That, compared with 3 million grapes, is a relatively small
business. We think, eat, sleep, and we dream grapes.''
''I love the continuous contact between the farms and customers.
We love feedback because our philosophy is based on longterm
relationships; just like we have a great relationship with
our employees, we also have a great bond with our partners.
Aartsen and Santa Elena have worked together for about five
years and started with tiny volumes. The industry development
in the past years, especially in the Asian market, changed
significantly to a demand for new kinds of grapes, and the past
years with the pandemic have been challenging for all of us.
Still, we want to be at the top of the industry. If there's something
new, we must be the first to discover it; every market is different
—significant differences. One market needs rounded grapes,
another elongated fruit. It’s our strategy to focus on the high-end
customer and start—knowing what the customer wants, and we
have to put everything together to have a successful business—
a successful development for every market.''
What is your favourite grape variety?
''Muscat is my favourite variety, and Santa Elena owns it.
It's the oldest variety in the world, coming from Alexander,
and has an extraordinary flavour.''
62 | CULTURES

The first time
we met is
hard to forget.
Let’s start growing
Unifrutti together.
Aartsen loves high-quality products and beautiful brands. When it comes to fruits, Unifrutti is more than an A-brand.
That is why we would like to grow together with Unifrutti not only in Breda, Venlo, St. Katelijne-Waver, but also in Asia. Our
nonstopfresh approach will be a boost for your products. This advertisement is not only to ask for attention, but also to let
you know that we would like to give Unifrutti a lot of attention. We look forward to taking the next steps in our relationship.

WORLD OF AARTSEN
world of
Aartsen
Jubilees
Richard Uijtdewillegen
Commercial Manager,
part of Commercial
Management Team.
Since July 27, 1998
part of team Aartsen.
On July 27,
2023 for 25 years.
Sven Wullems
Sales Representative
Since October 1, 2010
part of the team Aartsen
for 12,5 years,
on April 1, 2023
DOTS Private
label - Egypt
Egypt is an important import country for Aartsen,
so we're eager to make a positive impression
there. We import a wide variety of fruit and
vegetables from Egypt. Our mission is to further
expand that range and offer the widest possible
assortment of products all year round.
Venloop 2023
In March, Running Team Aartsen reported at the start of the 10 km
Venloop for the fourth time. It was rather rainy, but nothing could
dampen the great atmosphere during the race. Restaurant de
Brouwersplaats had been transformed into the Aartsen Runners
Lounge for the day, and it was there that we toasted to the wonderful
performance of our team. We're already looking forward to the next
edition, on 31 March 2024.
Aartsen's private label DOTS has the mission
of standing out in today's market by providing
top-quality products with a neat brand image.
DOTS holds the promise of a sophisticated
experience for demanding consumers in the
grapes category, offering a selection of varieties
including Prime, Early Sweet, Autumn Royal,
Flame, Red Globe, Crimson, as well as
Sweet Celebration, Jack Salute, Sweet globe,
Autumn crisp and others. Quality comes first,
from the moment the varieties are selected
right through until harvest and processing.
5 MINI’S
Ice
cream
Aartsen Kids
Foundation
COOL TREATS
Five colleagues were delighted to
receive a new MINI Cooper.
This summer, the Aartsen
Benelux team was treated to
some delightfully refreshing ice
cream, during a week of high
summer temperatures.
Team
Aartsen Asia
Time Archil for inum, a well ut deserved veris estibea team deles
event in Hong Kong with
our dicidundipis Asia team. eicaborro A night exerati
cruise down the Hong Kong
harbour nveribus with dolorum, plenty a of nem bites conse
and drinks! I'ts been a long
time porerfe the rundus team was que complete dissundam after in
the lockdowns, with
colleagues eum hitaspiciis flying doloris in from que China eaquae
and Netherlands as well.
nam, totae pliquid quae militii
stiorem hit, quibusam sin explis
cusdam, to ommolo totati bereror
sus nos exerum hil ipid mo mag
nieturem es eossuscia num fugia
dias aut dolestium fugiti tem.
Et reriam quunto quatia sum laut
delita di blandiciam, cum vellam
aut et venecae nos ut.
UNO Meet the grower
During the week from 19 up to and including 23 June, all Aartsen's
customers in the Benelux were given a unique opportunity to win
a trip to Spain, including a visit to a UNO grower there.
The winner was First name
Surname, who, percentagewise,
purchased the largest
number of packages in that
week. The winners in the
branches in Place-name en
Place-name will be offered
a dinner in a local Spanish
restaurant.
From candy to snack tomatoes. Aartsen Kids
Foundation brings nutritional education to primary schools.
In Breda and the surrounding area, we let children
discover fruit and vegetables through play. The 'Stoere
Traktaties' learning module teaches them that fruit and
vegetables are super fun, tasty and healthy!
66 | CULTURES CULTURES | 67

SPORT
HAKAMAN
All Blacks doing the Haka.
Hakas are danced by both men and women,
and there are different kinds for different
occasions. There are welcome Hakas for
newcomers to a village, wedding Hakas,
funeral Hakas, and war Hakas, intended
to strike fear into the hearts of enemies.
Even today, the Haka still plays an important
ceremonial role in New Zealand culture.
Many families have their own Haka, as do
many towns, schools, universities, sports
clubs and military units. All thanks to the
Maori.
The All Blacks are New Zealand's national
rugby team, and the association between
the Haka and the All Blacks is one of the
most beautiful traditions in sport.
Every rugby fan in the world knows about it.
The All Blacks have performed a Haka
at the start of every match since 1905.
The rugby team's 23 players – made up of
15 main players and 8 substitutes, who are
all used since rugby is physically very
demanding – assemble in an arrow-shaped
formation around the halfway line, while the
opposing team watches respectfully from a
distance.
The All Blacks use the Haka to demonstrate
their unity as a team, and to show that they
are both physically and mentally ready to
do battle. It gives them an immediate
psychological advantage, and it should come
as no surprise that the first points in a match
are usually scored by the All Blacks.
The All Blacks are not only the most
successful rugby team in the world – they
are the most successful sports team, full
stop. Looking at the results from 1905
onward, they have won 77% of all their
matches. No other sports team in the world
has managed to win so consistently across
such a long period. The Haka is an
extremely important part of their success.
There is also a historic connection between
the Haka and the Dutch. Abel Tasman
landed in New Zealand in 1642, when the
Maori welcomed the Dutch with a variety
of Hakas. New Zealand became the only
country in the world to be named after a
Dutch province, and the Dutch were the
first non-Maori to ever see a Haka.
But will we ever be first in rugby?
Time will tell.
For more than 30 years,
Paul Janmaat from the Netherlands
has been a passionate rugby fan
with a great fascination for the
traditions within this great sport.
The most famous is the Haka,
performed prior to every match
by the All Blacks;
New Zealand's national rugby team
and the most successful sports
team in the world. In his
presentations as HakaMan,
Paul brings the Haka to life in
a gripping story of connection
and lasting team success.
Keep the
Haka alive
One of the most unique links between culture and sport is the link between
the All Blacks and the Haka. ‘Haka’ is the collective term for several ceremonial
dances of the Maori, the indigenous people of New Zealand. The Maori
language is also called Maori, and until the arrival of the Europeans
(only a few centuries ago), it had never been written down. Maori was an
exclusively spoken language, so cultural and other knowledge was handed
down by other means: narrated stories, songs, woodcarvings, weaving
patterns, paintings, tattoos and, of course, dance. That is why the Haka is
so important in Maori culture: it is a way of telling a story, and keeping it
alive from generation to generation.
www.hakaman.nl
68 | CULTURES

COLOMN
La Clémentine par Excellence
Sungyong.
‘Palli Palli is
deeply ingrained
in Korean Society’
Sungyong Hong
International Trader
Aartsen Asia
www.groupe-kantari.com
Palli Palli: The Culture of Speed in South Korea
If you have ever visited South Korea, it might have got
to you how everything moves as fast as it seems to be.
From food delivery to construction, from internet speed
to public speaking, even from the government services
to the pace of consuming a meal. South Koreans are
always in a hurry to get things done as quickly as possible.
An interesting example of this is the Korean wedding
culture. Believe it or not, the entire wedding only takes
30 minutes, this includes welcoming, the ceremony as
well as the meal enjoyed with the guests after the wedding
ceremony. This is what in Korean culture is called the
Palli Palli culture. Which literally translates to "quick quick"
or "hurry hurry" in Korean.
Why are Koreans so obsessed with speed?
The roots of this cultural habit started during the rapid
industrialization and modernization that took place in
South Korea after the Korean War. South Korea was
strategically focused on extreme efficiency, which has
not changed and developed the society to speed up in
any particular way. This was different from the surrounding
countries, like China, which at that time was developing
a lot, partly due to its massive and low-cost labour resources,
and Japan, which was technologically more developed.
This is the foundation of how South Korea managed
to achieve a remarkable economic growth and social
development, becoming a global leader in fields such as
electronics, automobiles, cosmetics, and pop culture.
These impressive developments all happened in a short
period of time and this success is something Korean society
is proud of. And Koreans believe that the higher speed and
efficiency on different kinds of matters in life will be better for
every place and process. Because of this Palli Palli is deeply
ingrained in Korean Society. And Koreans believe that higher
speed and efficiency in all aspects of life is an improvement.
A Rat Race society
On the other hand, Palli Palli culture is also creating a high
level of competition and pressure for many South Koreans.
Through life it is very easy not to be able to keep up with
the pace in Korea everywhere. As a student in school,
office worker, social relationships or even on the road.
This caused that South Korea has one of the longest working
hours and highest suicide rates while the lowest bith rates in
the world. Many South Koreans suffer from chronic fatigue,
insomnia, depression, and anxiety. However, South Korea
these days start to look into these cultural problems more
and more by trying to balance it better. There are also
movements such as "slow food", "slow city" and "slow living"
that promote a more mindful and conscious way of living.
Fruits trend changes fast and extreme
Palli Palli integrates to the fruits business, this is why there
are a lot of Korean fruit and vegetable trends developing fast.
When it comes to the domestic fruit trends, Korea's Shine
Muscat production area increased from 7 percent of the
total grape cultivation area in 2018 to over 30 percent
in 2021, with an annual growth rate of 30 percent,
demands are keeping up and increased a lot accordingly
as well. Other items like imported pomegranates have seen
the other way within the last years with volumes decreased
by 40% in 2021, and 70% in 2022 where the decreasing
import numbers are meeting the limited demand and
interest in the product. The mango market is a perfect
example which had many changes with consumption
trends according to packaging and quality where the
latest trend is ready to eat premium mangos where the
market reacts very quickly to eat. Our brand Grandezza
is in a rapid pace gaining a lot of popularity in the market!
CULTURES | 71

INNOVATION
GRAPE VARIETIES
Sun World embryo rescue table grape
Developing new
varieties grows
opportunities
The table grape industry has experienced significant
advancements in terms of grape varieties in comparison
to other fruit items. Globally, there are numerous table
grape breeders, including well-known entities such as
IFG, Sun World, Grapa, and SNFL.
In recent years, there has been a notable surge in
demand for green seedless grapes, with varieties
such as Autumn Crisp and Sweet Globe exhibiting
great success and dominating markets worldwide
due to their size and flavor profile.
In Asia, the Shine Muscat, which originated from
Japan, has emerged as a popular premium variety,
with neighboring countries such as China and South
Korea increasing production volumes over the past
five years.
Sun World greenhouse with table grape seedlings
This has led to a natural decline in prices, resulting in
greater market exposure and popularity across all
segments. The volumes of this variety are growing
enormously. While the older Crimson variety remains
highly sought after for red seedless grapes in many
countries, newer varieties such as Jack Salute,
Sweet Celebration, and Candy Hearts have also gained
traction. However, the demand for black seedless
grapes, despite being the healthiest option among
the three, has been declining globally.
New varieties such as Midnight Beauty, Sweet Favors,
Sable, and Adora, are slowly replacing the dominant
Autumn Royal. With the introduction of these new
varieties, consumers are presented with a growing
number of options, while growers face the challenge
of selecting the right varieties to cultivate and invest
in based on the growing conditions of their origin and
the demands of their target markets.
Sun World Global technical services team doing pressure bomb testing in vineyard.
Sun World test tube with baby
table grapes seedling in lightroom.
It will be interesting to observe how the table grape
industry evolves in the years ahead. We as Aartsen are
always in discussion with our partners on the supply
side to discuss these trends and developments within
the grape categories.
72 | CULTURES CULTURES | 73

FRESH
ASIA
Youri Kersten
International Trader
Thierry Mes
Business Analist
Fresh.
Aartsen’s revolutionary
ERP system goes Asia
"The innovative
features of
Fresh will
empower
Aartsen to
provide their
partners with
unparalleled
information."
After achieving remarkable success in Europe, Aartsen is
now set to revolutionize the Asian market with their in-house
developed system, Fresh. The highly anticipated implementation
is about to kickstart, promising to deliver the same exceptional
results that Fresh has already demonstrated in Europe.
Youri, the distribution and
strategy expert for China at
Aartsen Asia, expressed his
enthusiasm, stating, "we are
ready to seize this opportunity
and introduce all the remarkable
improvements that Fresh has
proven to deliver in Europe’’.
“Since the start of our site in
Hong Kong, more than 10 years
ago, we have seen exponential
growth in our Asian operations,
bringing new challenges along
the way. To achieve our ambitious
objectives in the coming years,
we are developing methods to
keep improving our business
and provide the best possible
service to our partners.’’
In the coming months, Aartsen
will be refining and optimizing
the Fresh system specifically for
their Hong Kong office.
Thierry, our colleague from the
Netherlands, who is in the lead
for the Fresh Asia project group,
visited the Asian office to gain
firsthand knowledge of their
current processes and systems.
These insights will be translated
into a more efficient and
streamlined system, setting the
stage for a game-changing
transformation.
Fresh will become the central
hub for all logistical, commercial,
and financial matters.
The innovative features of Fresh
will empower Aartsen to provide
their partners with unparalleled
information. From order updates
to regular shipment summaries
and updated ETA notifications
in case of delays, Fresh ensures
partners are always in the loop.
Additionally, a dedicated portal
is another wish for the future,
which will offer plenty of insights.
We are all excited to bring this
project into reality and share the
innovative features it will have.
Sales
driven
A centralized
system
organizes
commercial
data, simplifying
supply and
demand visibility
and enabling
faster and better
deals.
User
friendly
Present
high-level
information and
deep-dive
details with
intuitive
navigation for a
user-friendly
experience.
Clear &
insightful
Streamline
supply, demand
and order
information with
dynamic status
updates for
clear insights.
Enable easy
adjustments
and updates by
commercial and
backoffice
teams.
Accessibility
Access the
system anytime,
anywhere with
the mobilefriendly
Universal GUI
on PC, tablet or
phone. Ensure
key information
and processes
are always
available on
your preferred
device.
Automation
Cut double work,
automate
updates.
Potentially in the
future, integrate
with MarineTraffic
for real-time
data, generate
accurate
documents,
collaborate with
vendors for PDF
extraction.
Optimize
processes with
automation.
Prioritization
Unveil critical
actions with
priority.
Deadline
triggers ensure
timely task
ownership for
responsible
individuals.
Gain clear
insights into
required
actions.
74 | CULTURES CULTURES | 75

YOUNG TALENT
THE TOMATO CHRONICLES
Sofia Freyre Viveros
Graduate from Sint Joost School
of Art & Design
‘The Tomato Chronicles’ follows the story of Sam,
an awkward teenager who transforms into a
tomato when he feels embarrassed. The diary is
full of awkward situations and embarrassing
moments. It was written and drawn by Young Talent
Sofia Freyre Viveros as part of her graduation at the
Sint Joost School of Art & Design. As a young talent,
we asked Sofia to contribute to this magazine and
to the theme of culture. The part of her diary she
chose is a typical Dutch cultural phenomenon,
the ‘circle party’.
Sofia Freyre Viveros: ‘I'm a bit clumsy myself and
love humour very much. I've put my own awkward
moments on paper. Embarrassment is universal,
no matter where you come from, how old you are or
what you look like. We all do clumsy things that we
are embarrassed about. I don't know if turning as
red as a tomato is also used in other cultures.’
young
talent
The Tomato Chronicles
76 | CULTURES

HARVEST CULTURE
FESTIVALS
HARVEST
CULTURE
All images are indicative for the events.
One of the most beautiful and prominent
ways through which nature shapes
culture is through harvest festivals.
Even the climate alone influences the
timing of harvest. Whether you are in
the northern or southern hemisphere.
And what nature has to offer you,
as harvesting and celebration only
occur when nature dictates it's time.
Those who cherish harvest festivals
can continue rejoicing throughout the
entire year across the globe.
TOMATINA BUÑOL VALENCIA SPAIN
The well-known American holiday
Thanksgiving also originated as a
harvest festival. On the fourth Thursday
of November, America celebrates the
wheat harvest with a roasted turkey
shared among friends and family.
One of the most famous harvest
festivals is the Spanish Tomatina.
The annually recurring tomato fight
in the streets of Buñol in Valencia
is celebrated at the end of August.
With thousands of participants and
a multitude of tourists, this tomato
spectacle is one of the largest
cultural celebrations in Spain.
Tons of tomatoes are thrown,
coloring the streets a bloody red.
THANKSGIVING USA
HOLI INDIA
One of the most colorful festivals is the Indian Holi.
The Hindu celebration is a blend of a spring festival
and a harvest festival and coincides with the grain
harvest in India. Holi is renowned for the vibrant
powders that are sprinkled over the revelers.
So, if you plan to attend the festival, don't wear
your newest clothes.
FIESTA DE LA VENDIMIA,
ARGENTINA
A great example of how nature
influences culture is through
wine festivals. For instance,
the Argentinians celebrate
'Fiesta de la Vendimia' in
Mendoza as early as the first
week of March. Meanwhile,
the French have to wait until
the end of June for their
Bordeaux 'Fete le Vin'.
The German beer enthusiasts
must wait a bit longer, but
they are well satisfied with the
Oktoberfest, which occurs in
ample time.
RICE HARVEST FESTIVAL BALI
The Rice Harvest Festival is celebrated in Bali and
follows a month after the new year. It is dedicated
to the rice goddess Dewi Sri and is a joyful period
with colorful flags adorning the towns and images
of the rice goddess displayed in the rice fields.
78 | CULTURES CULTURES | 79

AARTSEN GEAR
T-SHIRT
FRESH BITES
FRESH BITES
Snack size
Our Fresh Bites section would not
be complete without snack culture.
Snacks are popular all over the world.
Examples include tapas in Spain, Sushi in
Japan, tacos in Mexico and bitterballen in
the Netherlands. In fact, snack culture is
so important that Unesco has identified
snacks in various parts of the world as
cultural heritage, including Neapolitan
pizza, dolmas from Azerbaijan,
couscous and Dutch kroketten.
Beauty on the outside
Cultural history is on display in museums,
but many of those museums themselves
are cultural expressions. These five
beautiful museums are well worth a
visit not just for their collections but also,
and in particular, for their architecture.
If you are interested in culinary
habits of people in various cultures,
then ‘Hungry Planet’ is an absolute
must-read. Or better, a must-see.
It is a photoreport with portraits
of families in a range of countries
showing the food they eat over a
period of a week. The result is a
beautiful collection of pictures of
families proudly displaying their
colourful dishes. It is not just the
pictures but also, in particular,
the differences that make this
such an interesting and sometimes
poignant report. The difference
between a country such as the
United States and Chad in Africa
is quite upsetting.
The book also highlights differences
between packed, processed food
and quantities of fresh fruit and
vegetables consumed in various
countries. It's a wonderful book full
of colourful pictures.
National
Art Centre
Tokyo
STREET ART
Limited Harvest
We are pleased to present you the third shirt of the Aartsen collection
Limited Harvest. This t-shirt is designed by Lennert Stok,
entirely in line with the cover of this edition. We like to take on the
challenge and surprise you but are only too happy with our cool
collection: Limited Harvest. Not just simple merchandising,
but something special. Will it stick to t-shirts? Who's to say?
We will surprise you, aartsen.com/en/culture.
You can order the shirt from Oct. 12, 2023.
Guggenheim
museum
Bilbao
Potalapaleis
Lhasa
Salvador Dali
Museum
Figueres
Like humour, culture can be found just out there in
the street. Artists all over the world use cities as their
canvasses, transforming streets into open-air museums.
In Breda, the city where we have our head office,
you are invited to admire over 100 impressive murals
in the ‘Blind Walls Gallery’. This fantastic cultural route
takes you along towering flowers, enormous butterflies
and, especially, countless colourful artists.
To give all our relations
around the world a fair chance
to get their hands on this shirt.
Museu de Arte
Contepoanea
Niteroi
CULTURES | 81

nonstop
fresh/
MAGAZINE FOR
THE FRESH PRODUCE SECTOR
THE NEXT
NONSTOPFRESH MAGAZINE
IS ABOUT TRENDS
TRENDS ARE OCCURRING IN ALL SECTORS - FROM AGRICULTURE TO
TRANSPORTATION AND LOGISTICS, AND FROM EDUCATION TO CONSTRUCTION.
EACH SECTOR EXPERIENCES ITS OWN DISRUPTIONS AND COMPLEX DEVELOPMENTS.
"THE WORLD IS CHANGING RAPIDLY," AND IF YOU ARE NOT AWARE OF NEW TRENDS
AND WHAT THEY MEAN FOR THE FUTURE, THERE IS A GOOD CHANCE YOU WILL GO
IN THE WRONG DIRECTION OR BE LEFT BEHIND. BY CAPITALIZING ON SIGNIFICANT
TRENDS, ORGANIZATIONS CAN ADAPT IN TIME, THUS ESTABLISHING
AUTHORITY IN THEIR MARKET.
TRENDS | ISSUE 3 | 2023