Refresh Magazine

april ‘17
Volume 10 - Nr.1
Magazine for the fresh
produce sector
Breda city
with Jack Aartsen as the new mayor?
Read online: www.aartsenfruit.com

Theme of this Refresh/
Breda city
08/Breda
History, noteworthy architecture
and striking events at a glance.
13/New construction
Architect Pascal Grosfeld on the ambitious
construction plans for our HQ in Breda.
14/Apple of my eye
Meet Marcel Hendriks, CFO of aartsenfruit.
18/Night mayor
Ralph Behouden keeps Breda awake!
22/Tjapko Lens
A market business in fruit and vegetables 100 years in the making.
28/Dance!
Breda sets the world dancing.
32/Cooking up
Breda restaurant in Amsterdam says no to serving bullshit.
04/
Mayor of Breda
for a day
A meeting between
two ambitious men
26/
Now
boarding!
On the 'aartsenfruit bus'
to Fruit Logistica in Berlin
And more…
20/ Our story is taking off
30/ AKF: Cool Treats
35/ Guest column by Johan Gabriëls
36/ Typical aartsenfruit: Matti van Loo
40/ nonstopfresh facts
42/ Menno van Breemen and
Jack Aartsen visit Japan
46/ Asia column: Menno van Breemen
47/ NXT: Friends
2

foreword
The Pearl
of the South
The city you were born in doesn’t have to be your favourite city. I was born and
brought up in Breda and I still live there now. So no one can say that I haven’t been
loyal to Breda. But, for me, Breda is above all the commercial base of aartsenfruit.
It all started in Breda 3 generations ago and we still run the entire organisation from
our head office in Breda. In terms of its location, Breda is the hub between our sites
in Venlo and the Belgian town of St. Katelijne-Waver.
When you’ve travelled frequently all over the world your horizons broaden, and
you no longer focus entirely on the place where you were born. Because when
you’re on the other side of the world you have to explain to people that there are
only 17 million people living in your country. ‘And how many million live in
Amsterdam, then?’ is the usual question. Sorry … less than 1 million. And I don’t
even mention Breda and its 180,000 inhabitants.
When you’re travelling you often come across cities with more than 10 million
inhabitants, and sometimes they’re cities that you’ve never even heard of!
Cities where you blend into the crowd, where nobody notices whether you’re there
or not. By comparison, Breda is a mere village. And that’s what I like about it!
I love coming home to the cosiness of Breda after a busy time away. And even more
so to ‘my’ village of Prinsenbeek, on the outskirts of Breda, which has just over
10,000 inhabitants. And if I have a beer in my favourite pub when it’s carnival time
I see lots of people I know. It’s great to feel at home.
44/
Corné
Lauwen
Breda-based
iceberg lettuce supplier
They call Breda the Pearl of the South, which is what we strive to be on a daily basis.
Breda has a reputation for being a friendly city, and that’s another thing it has in
common with aartsenfruit. We all enjoy what we do and the whole of the organisation
reflects this. Being happy in what you do goes a long way. The city of Breda sometimes
finds it difficult to position itself. I talked to our present mayor about this issue.
Hub of the Benelux, high-tech city of the Brabant region or city of culture. All worthy
ambitions, but we should take it as a compliment that Breda is regarded as a friendly
city. We must not forget it. On the contrary, we must cherish it.
I would like to thank our friendly mayor Paul Depla for our friendly meeting.
But we both decided that we will stick to our own jobs. Being mayor for a day was
quite enough!
Happy reading!
Jack Aartsen
3

IN CONVERSATION: MAYOR PAUL DEPLA AND JACK AARTSEN
“ I'M NOT THE
CEO OF BREDA”
Paul Depla is the mayor of Breda. He is energetic and ambitious.
Aartsenfruit thought it would be a good idea to get to know Depla
better and give him a tour of the company. In turn, Paul Depla
invited Jack Aartsen to visit his working environment in the
centre of Breda, in the shadow of the Church of Our Lady.
TOUR AND
DISCUSSION
The day started with the visit to aartsenfruit
and a lengthy introductory chat between the
two men.
A tour, during which Jack Aartsen presented
his company and Depla proved an exceptionally
interested mayor, was followed by a car
journey to the stately city hall on the Grote
Markt, a square in Breda's city centre.
CHARACTERIS-
TICS OF BREDA
Aartsen: I was born and bred in Breda, so it's
my home city. To me, Breda is a warm and
welcoming town.
Depla: Breda is a wonderful city with a
historic city centre and it's a great place to
live. Over the centuries, it's always been a
city which brings people together, with lots
of international connections.
After a brief tour of the historic building,
Refresh sat down with the mayor in the
municipal chamber for a conversation which
touched on various different subjects. This was
followed by a casual photoshoot which
featured Paul Depla symbolically handing his
chain of office to Jack Aartsen.
“ Breda is a wonderful city with a historic city centre
and it's a great place to live”
4

5

NO TIME
TO REST
ON OUR
LAURELS
Depla: It's a city which has everything going
for it, but you need to realise its potential.
And for that you need the local residents,
the companies, the knowledge institutions
and the municipal government.
Together, we offer prospects for the future.
These should lead to more economic activity,
increasing employment and more visitors.
The mayor and aldermen serve as ambassadors
for the business sector. A mayor is there
to serve. We are always working to make the
city a more attractive place. You can never
just sit back and rest on your laurels.
Aartsen: The same applies to companies.
Once you switch to automatic pilot, it's
the beginning of the end.
Depla: You have to know what you're good
at, make decisions and come up with a very
specific profile. It's easier for a company
like aartsenfruit to focus than it is for a
municipality. We are doing it for 185,000
people and numerous companies and
institutions. But if we take absolutely everyone
into account, we run the risk of having
a scattered focus.
A MAYOR'S INFLUENCE
Aartsen: If I got really angry and shouted ‘Everyone, move to the
left!’, then that's exactly what we would do. Not that I do that kind of
thing, obviously. It's different for a mayor.
Depla: As a mayor, you play various different roles. When it comes
to public order and safety, I have the same options as Jack. I'm like
a kind of commanding officer in that respect. In other areas, I'm more
of a director or conductor. Taking control allows me to help and to
steer things in a particular direction.
6

APPOINTED MAYOR
Depla: In the Netherlands, mayors are
appointed. So I wasn't elected on a particular
platform. As the mayor, you are in charge of
the aldermen and the municipal council.
You stand above the parties. When a city
needs a new mayor, the municipal council
outlines a profile which specifies what they
consider important in a new mayor.
Candidates just need to apply. This is followed
by discussions with the King's Commissioner
in the province and the selection board put
together by the municipal council.
The procedure also includes an assessment.
During a meeting of the municipal council, the
members vote for one of the two best
candidates. The cabinet and the king then ratify
the nomination, as mayors are appointed by
Royal Decree in the Netherlands. After the
six-year term, the council decides whether they
want to keep you or not.
MOTIVATION
AND AMBITION
Depla: In local politics, you are directly
involved with people and real problems and
you have to come up with concrete solutions.
This is human politics, and you can exert a
direct influence. I went into politics so I could
enter into a dialogue with people.
Being close to the people is what motivates
me. National politics is kind of a paper reality,
so I find local politics more appealing.
Aartsen: I've been involved in the business
since I was 15 years old. At first, it was a holiday
job for me, but I certainly didn't feel like I had to
take over the family business. The important
thing is always whether you enjoy your work,
and I have always had fun working at aartsenfruit.
It was a question of seizing opportunities. I have
the drive to make aartsenfruit the best fruit and
vegetable company in the Benelux every single
day, and I expect the same from my staff.
I'm not claiming that we are the best, but that's
our aim.
Depla: I want people to be satisfied with their
mayor. That's what drives me. I really enjoy
doing my job every day. It's a terrific job and
I want to lead the way for others. I don't need
people to think I'm the best mayor of all time,
but people should feel that I'm there for
Breda. The hardest thing about being the mayor
is having to make unpopular decisions and
deal with criticism. I always say that a mayor
needs skin as thick as an elephant's, but certainly
not an elephant's memory. But that probably
goes for Jack as well.
Aartsen: Yes, you need the courage to introduce
unpopular measures. You must be able to
handle criticism and hope that your staff understand
the decision, because it's a decision for
the company as a whole.
LIKE A KIND OF SCHIPHOL
Depla: I already knew aartsenfruit as a fruit
and vegetable supplier and as the sponsor of
the Singelloop running event. But after today,
I look at the company in a completely new
way. It's like a kind of Schiphol for fruit and
vegetables. It brings everything together and
then it all heads off to different destinations.
It's interesting to see how a clear strategy can
help you make it big in that market. You also
need to keep your sanity and stay on track.
And that for four generations!
COMMON INTERESTS
IN BREDA
Aartsen: We work on an international basis
and have traditionally been based in Breda,
but we aren't necessarily bound to Breda.
However, quite naturally, we do feel like a
Breda company, and from that point of view I
would like to provide some well-meant criticism.
We've noticed that it can be difficult to
contact the right people in the municipality.
We always manage it in the end, but contactability
for entrepreneurs in particular could
certainly be improved.
Depla: We need to learn from criticism. We are
making every effort to optimise the business
climate. Indeed, we want to keep our services
for entrepreneurs at a high level to keep
them from investing somewhere else. As a
municipality, we hope for commitment from
entrepreneurs and expect them to take their
share of social responsibility for the city and
the region. Just like aartsenfruit does with the
Aartsenfruit Kids Foundation, for example.
In addition, we consider it important for Breda
companies to recruit staff from the region,
also taking people with a distance from the
labour market into account.
Aartsen: Collaboration starts with communication.
We need to get to know each other,
find out what is going on and establish common
interests.
SWAPPING JOBS
Aartsen: To be honest with you, I'm not sure
I'm really the type of person who would make a
good mayor of Breda. I doubt that my character
fits the role. And anyway, I just don't have the
patience.
Depla: Entrepreneurs don't have the same
priorities as politicians. I'm a political entrepreneur.
I don't have much of a head for
business. For me, having meetings is work,
and that also ties in with the specific role of
mayor, whereas Jack is more hands-on.
Delegation is important for me. It couldn't
be any other way, given the size of the
organisation.
Running a company really isn't the same as
running a municipality: I'm not the CEO of
Breda. People who leave the corporate world
to become aldermen or mayors sometimes
feel like they've ended up in a very sluggish
environment. You have to be able to handle
that.
Aartsen: With us, the decision-making process
is actually very fast. The lines are short. If we
think up something today, it could be
implemented tomorrow. As a mayor, you
can't pull that kind of thing off. I would have
trouble with that.
7

History, buildings and events
BREDA'S
MANY SURPRISING
FACETS
Breda is situated in the province of Noord-Brabant
in the southern part of the Netherlands.
If you look at it from a broader perspective, Breda
is centrally located in what is referred to as the
'blue banana'. This is a zone that connects various
European urban areas ranging from Birmingham
in Great Britain to Milan in Italy. The zone is hugely
attractive to trade and industry.
It was there in Breda that aartsenfruit was founded
in 1907 and where it grew big in the years that
followed. We would like to tell you more about this
city, because although Breda is not a world-famous
city, it has a lot to offer.
We will introduce you to aspects that define the
city's character and are vital to its image: highlights
from its storied history, noteworthy architecture
and many popular events. In addition, we will use
a timeline to summarise Breda's eventful history.
8

9

Breda city 1252 - 2017
BREDA'S
MANY SURPRISING
FACETS
Breda is granted town privileges
At the end of the 12 th century, a fortress was
built on the site where two small rivers converged.
The fortress offered protection to those who
lived in the area, and the settlement slowly
grew into a town. In 1252, Breda was granted
town privileges. In the early 14 th century,
medieval Breda evolved into a small city with
wooden houses, narrow streets, alleyways,
masses of people in close quarters and animals
roaming free.
All sorts of tradespeople worked inside the city
walls. During the 14 th century, Breda had an
estimated population of 2,700.
Church and castles
Nothing is as eye-catching as the city's main
Church of our Lady. This church had been a
work in progress for decades when construction
on the characteristic tower began in 1468.
Reaching 97 metres into the sky, the eye-catching
tower was fully completed in 1509. It took until
1547 to finish the church in its entirety.
The interior of the church is stunning and
continues to attract visitors in droves.
The fortress from the 12 th century gradually
turned into a castle. During the 16 th century,
it changed shape once again, this time into a
palace in the heart of Breda, inspired by Italian
architecture. It took on a new function in 1828:
Koninklijke Militaire Academie (Royal Military
Academy). The Academy occupies the building
to this day. The city has another striking castle:
Castle Bouvigne, an important historic
monument on the outskirts of Breda. A stone
house with a moat slightly south of Breda is
first mentioned in documents from 1554.
Through the ages, the structure has often been
rebuilt, changed owners and even narrowly
escaped the demolition hammer. It is now the
property of Waterschap Brabantse Delta (the
Brabant Delta water district) and an official
wedding location in Breda.
War and a world-famous tactic
During the Eighty Years' War (1568 - 1648),
the war of Netherlands independence from
Spain, Breda was frequently in the line of fire.
Maurice, Prince of Orange, concocted a
now-famous tactic whilst Breda was under Spanish
control in 1590. A group of approximately
70 soldiers hid in a barge carrying peat (which
was used for fuel) into the city. The ship moored
at the castle and the brave soldiers attacked in
the middle of the night at just the right moment,
drove out the occupiers and captured the city.
This did not signal the end of the battle, however.
The city went back and forth between Spanish
and Dutch control. For example, the city fell
back into Spanish hands in 1625 following a
lengthy siege. The Spanish painter Diego
Velazquez's 'The Surrender of Breda' depicts
the moment of surrender. The painting is on
display in the Prado museum in Madrid.
After the 1625 capture, the Spaniards destroyed
every reminder of the peat barge ruse: not only
the ship itself, but also documents in the city
archives.
Fleeing
If we take a giant leap forward in history, we
find ourselves in May 1940. Two days after
Germany invaded the Netherlands, the citizens
of Breda were called to leave the city.
This evacuation was referred to as 'De Vlucht'
('The Flight'). The 50,000 Breda residents left
the city in a hurry. A large number of them
returned within a few days; however, by the
end of May it turned out that 4,800 residents
were missing. Massive searches were organised
with assistance from the German occupier.
It took until February 1941 for the great
majority of residents who had fled to return
to Breda. A statue in Valkenberg Park near the
castle commemorates this event. There are
numerous other monuments and memorial
sites in the city, for example to honour Polish
soldiers. On 29 October 1944, Polish soldiers
liberated Breda from the German occupier.
During the battles, hundreds of Polish were
killed and many of them, including General
Maczek, were laid to rest in the Polish military
cemetery. There is a museum named after this
general in Breda, too. Breda also has a Polish
Monument and a Polish Chapel.
Perfect host
Some of the impressive history can be seen in
the Stedelijk Museum Breda, which officially
opens in spring. The museum is a collaboration
between Breda's Museum and the MOTI
(Museum of the Image). Together, they form
a museum for cultural heritage, the history of
Breda and contemporary visual culture.
Which brings us to the city's attractions.
In 1965, the historic port was filled in. For the
sake of bringing back ambiance in the historic
downtown area, the district council decided to
let water once again flow through the city
centre. The project was completed in 2007.
Breda's historic atmosphere was partially
restored. Conversely, the city also features
feats of modern architecture. After years of
demolition, redesign and construction, the
new railway station officially opened in 2016.
It is much more spacious and offers travellers
more comfort. Breda finally has the longawaited
connection to Antwerp. The Mezz
concert venue is a mix of old and new.
This crowd puller unites the historic Breda
officers' mess with striking modern architecture.
Mezz is the perfect host for hundreds of bands
and events.
Festival of photography
One eye-catching event and bona fide attraction
is RedHeadDays. The name says it all: an event
just for those with red hair, but other hair colours
are welcome, too. Every year, thousands of
red-headed people from all over the world
(80 countries) congregate in Breda.
One of the highlights is the traditional group
photo. The 2016 edition featured nearly 2,000
people. Speaking of photos: BredaPhoto is an
innovative event held every two years.
Exhibitions, workshops, guided tours and
lectures are offered throughout the entire city.
People call it 'the festival of photography'.
The next edition will be held 5 - 11 September
2018.
10

BREDA IS BRIMFUL OF CHARACTER
11

Breda city 1252 - 2017
BREDA'S
MANY SURPRISING
FACETS
The history of Breda at a glance
12 th century
A small settlement takes shape on the site
where the Aa and Mark rivers meet
1252 Breda is granted town privileges
early 14 th century
Town is walled in
Breda is bursting with music
Comic books are as uncompromisingly popular
as ever. Comic artists and publishers from all
around the world meet their fans and readers in
Breda during the Stripfestival. There is live
drawing, meet & greet sessions, films,
presentations, quizzes and more. The festival has
a huge attraction for fans from near and far.
The same goes for Breda Barst, a two-day pop festival
in the heart of the city that is free of charge.
It began in 1995 and has become a full-fledged
event. With four stages from which to choose,
festivalgoers can enjoy pop, rock, hip hop and
dance, as well as street theatre, artistically-minded
acts and children's events. Another festival, Breda
Jazzfestival to be precise, has been around longer
than Breda Barst. A true tradition!
For four days, starting on Ascension Day,
Breda is completely crammed with music.
The festival is an annual event dating back to
1971, making it one of the oldest and most
popular jazz festivals in the Netherlands.
Bands play everywhere in the city centre,
and this music festival consistently draws
masses of people.
Sportsmanship and friendly vibes
Not a building, not a historic event, nor a
happening, but an institute. That is professional
football organisation NAC.
The Breda club was formed in 1912 when the
clubs NOAD and Advendo merged. Despite the
club's modest wins (national champion in 1921
and cup winner in 1973), it has a large following of
loyal fans. The 'Avondje NAC' ('Night of NAC')
is notorious in the Dutch football world.
Opponents are often impressed by the fanatic
supporters in the stadium, but for NAC fans the
evening is all about friendly vibes. The Singel Run
likewise pairs sportsmanship with friendly vibes.
From 1986 onward, the Singel Run has taken
place in Breda in October every year.
The race through the city's streets features
separate competitions for professionals and
enthusiastic sports aficionados. It is an event that
aartsenfruit has supported since 2010. In 2016,
the run attracted nearly 20,000 runners and tens
of thousands of spectators along the route.
Together, all of these people turned it into one
big party. That friendly vibe is typical of Breda!
1321 The first weekly market (is still held today)
1350
1403
1468
Nobleman Jan van Polanen purchases
Breda. He converts the existing fortress
into a castle
Van Polanen's granddaughter marries
Engelbrecht van Nassau, one of the
forefathers of the Dutch royal family
Construction starts on the
characteristic tower of the Grote Kerk
(Church of Our Lady)
1500 - 1540 Breda's Golden Age
16 th century Defences are fortified
1544
1554 Castle Bouvigne
1568 - 1648
1590
1635
1637
William of Orange-Nassau inherits all of the
House of Nassau's property, including Breda
Eighty Years' War: the Protestant
Dutch are at war with Catholic Spain.
Breda is frequently in the line of fire.
William of Orange leads the revolt
against the Spaniards.
Peat barge ruse Breda liberated
(temporarily) from the Spanish occupier
Diego Velazquez paints
'The Surrender of Breda'
1793 - 1813 French occupation
1828
Definitive recapture of Breda by the
Dutch Republic (northern Netherlands)
The Koninklijke Militaire Academie
(Royal Military Academy) moves into
the former castle
1907 The foundation of aartsenfruit
1940
De Vlucht ('The Flight'):
50,000 Breda residents flee the city at
the outbreak of the Second World War
1944 Polish forces liberate Breda on 29 October
> 1945
1971
After the war, Breda grows rapidly:
new residential neighbourhoods,
industry and businesses
Breda is called 'Kielegat' for
the first time during Carnival
1986 First Singel Run
2002 Pop venue Mezz opens
2007 Lavish celebration for aartsenfruit centennial
2007 Filled-in historic port reopens
2016 Opening of the ultramodern train station
12

ARCHITECT PASCAL GROSFELD
ABOUT THE NEW CONSTRUCTION
We already dropped a few hints in the
last Refresh. Aartsenfruit is working hard
to create more scope for improvement:
ambitious construction plans are under
way for our headquarters in Breda.
We interview Pascal Grosfeld, the man
responsible for aartsenfruit's architectural
appearance.
The brain of aartsenfruit
‘Because of the company's growth, the current facilities are
no longer adequate’, Pascal Grosfeld explains. ‘To solve this
problem, we are expanding the modern wing with a new wing.
The new section will house the commercial department.
The space they previously occupied will be taken up by
accounting and ICT.
This way, the pavilion will become the brain of aartsenfruit.
The farm will be given a ceremonial purpose. The old farm will
be restored to its former glory, with a new kitchen, seats and
lounge areas, and a relaxed, cosy atmosphere. It will also feature
a canteen, consultation rooms and a visible space for the
Aartsenfruit Kids Foundation.’
Improving your own design
‘It involves a complex challenge, as we want to deliver quality
to the people who will work there. The logistics pose another
challenge: what are the lines of travel, how will guests be
received, where should we put Jack's workplace, how are the
various departments connected?
We have continued to improve on the original plan; although it
is my own brainchild, I have no difficulty in adjusting the design.
As time goes by, you notice that a building can transform due to
changes in demand. It is interesting to see whether a building can
transform without this being to the detriment of the original plan.
By taking the user's experiences into account, we are better
equipped to take on this project. In doing so, we will keep the
building's character intact.’
Patio with unique lighting
The long side of the current office is largely made of glass,
resulting in plenty of light and a distinct atmosphere.
The expansion on this side will remove this source of light.
Keeping
the office's
character
intact
Grosfeld had to find a solution to this problem. ‘There will be
a patio at the centre of the building. This patio will be part of
the transparent interior, with a floor that leads from inside the
office to outside, to the patio. The square patio will be supplied
with sunlight through a large, round opening. In the office, you
will notice over the course of the day that the position of the sun
is changing, and that the lighting is changing as a result as well.’
Collaboration with interior architect
‘Although we approach the design tasks in their entirety,
we suggested Jan Geysen, interior designer, as an addition
to the team. After all, collaboration has a stimulating and
inspiring effect. The main reason for this is to incorporate the
new nonstopfresh communication concept in the interior.
Together, we are all working on an amazing building.
We have worked with Geysen before, and will once again
create a collaborative work of art.’
An update on the new construction will follow
in the next Refresh.
13

So who are the people
that are making
aartsenfruit a success?
Apple of
my eye
“Aartsenfruit is also a good fit for me
because the core values of respect and trust
and the concepts of order, decency and
discipline are writ large in our organisation.”
14

In this edition of
Refresh, get to know
Marcel Hendriks
Marcel Hendriks, could you
introduce yourself?
I am 43 years old and live in Breda with my wife Daniëlle
and our daughters Sophie, aged 8, and Suze, aged 4.
You are CFO at aartsenfruit. What does that involve?
It's a very broad job. As the company's chief financial
officer I hold final responsibility for managing financial
risks, our financial accounting and implementation of
our financial and IT policy. I direct the team, prepare
budgets and financial reports and liaise with our
insurers, banker, tax experts, accountants and the Dutch
tax authorities.
15

What do you love about your job?
I get to do very varied and challenging work
at a fast-growing organisation that's a
trendsetter on the world market. I can
honestly say that no two days are the same.
As the person who is ultimately accountable,
I try to organise processes in such a way that
activities run smoothly and my colleagues are
doing work that is suited to them. Everyone
has their own role on the team and mine is,
among other things, to make certain that
people enjoy coming to work. That's
important to me and it's something I enjoy.
Aartsenfruit is also a good fit for me because
the core values of respect and trust and the
concepts of order, decency and discipline are
writ large in our organisation. That aligns
perfectly with my own attitude to life and
work. An orderly and structured approach is
crucial in my job.
Looking ahead to the next five years,
what would you like to achieve or
improve at aartsenfruit?
I feel it's important for our organisation to
work towards a common purpose, to know
what we want to achieve and how we're
going to achieve it. That is really a simple
and very natural process. After all, you
expect to discuss questions like ‘What
could we do better’ and ‘What steps are
we going to take’ as a normal part of work.
As a member of the management board it
is crucial that I motivate employees to
change where needed and to improve how
we work on an ongoing basis. In the years
ahead, I will focus on doing that in IT.
How will you achieve this, and what
do you need to succeed?
Continuous improvement is already
integral to aartsenfruit. That's not
something I do alone, but that we all do
together, keeping each other on our toes,
setting boundaries, and continuously
learning and improving. Having the right
people in the right jobs and recruitment
factor into this too.
How long have you been working at
aartsenfruit?
Since 1 September 2014.
What’s your educational background
and where did you work before
joining aartsenfruit?
I went to secondary school in Ede and then
moved to Breda with my parents. After that
I did a degree in accountancy at the
Hogeschool West-Brabant [now Avans
University of Applied Sciences, ed.], and
completed the course at NIVRA-Nyenrode
to become a registered accountant. Before
joining aartsenfruit, I worked as an external
accountant at Deloitte for six and a half
years and then at KPMG for eleven and a
half years.
You have seen the inner workings of
many companies. How does
aartsenfruit differ from comparable
firms in the Netherlands, in your
view?
As an accountant I have audited, analysed
and advised many firms. Aartsenfruit is a
real family company, where continuity and
passing on the business from one
generation to the next ripples out to the
relationship with employees. Whereas the
general trend is towards shorter contracts,
employees at family businesses tend to
stay for decades. That's true at aartsenfruit,
too. That loyalty is reinforced by our open
lines of communication between
management and staff. Also, family-run
businesses typify a brand of leadership that
takes clear, decisive action when called for.
These factors, I believe, play an enormous
role in aartsenfruit's success as a business.
As a child, what did you want to be
when you grew up?
Would you believe that I can't even
remember? I do recall the difficulty of
choosing between economics and a
technical field. As far back as I can
remember I've had an affinity with maths
and economics, but also with technology.
Basically, I want to understand how
things work.
What are your hobbies?
Riding my motorcycle, which I've been
doing for 15 years now. I haven't got much
time for it, unfortunately, but my Honda is
always ready to take off. Besides that
16

I enjoy downhill skiing with my family or with friends.
Once or twice a year we hit the slopes in Italy, visiting as
many different spots as possible. I also go golfing a few
times a year. And then I go to the gym once a week with a
friend, and running once a week as well.
The theme of this issue of Refresh is ‘Breda’.
What do you think of when you think of Breda?
I think of sitting on a lovely terrace out on the market
square. There's always something going on in Breda. There
is a bustling centre and they organise countless events from
a jazz festival and various concerts to the Singel run. And
what's nice is that the kids are getting old enough to take
along more and more too.
Your roots are not in Brabant.
How do you like living in Breda?
I have lived here since the age of 18 and from the moment I
arrived here it felt like home. Everybody is very friendly and
easygoing and meeting people is easy, more so than in the
region where I was born. In fact, I feel so much at home that
I even join in the Carnival celebrations here, though I didn't
grow up with it. What's fun about Carnival is that you can
just leave your worries aside and have fun with friends,
usually people I haven't seen in a while.
How would you describe Breda to someone who has
never been here?
Breda is a charming town where people enjoy the good life
and know how to have fun. It has a pretty historic centre
with plenty of pubs to catch up with friends and good
restaurants to have a nice meal with the family.
Name one thing that would make your life better.
On the whole, I'm very satisfied, but my boyhood dream
is to own a classic Porsche 911.
Who would you like to have dinner with?
That's a no-brainer: I'd love to have dinner with Barack
Obama and ask him about his experiences, life lessons
and his off-the-record opinion on the current president.
What’s your worst habit?
According to Daniëlle, I can't sit still.
I'm always busy doing something.
What is your biggest fear?
Losing family members and close friends.
Name one temptation you are unable to resist.
A delicious Erdinger Hefe Weisse.
What would you like to change about the world?
I would like there to be less aggression and violence.
If you could trade places with anyone for a day,
who would it be and why?
I think it would be super to be a comedian for a day.
Trading places with Jochem Myjer, the cabaret artist and
imitator, would be good fun.
Do you have a personal motto? If so, what is it?
Only do something if you're going to do it well.
17

18

Ralph Behouden keeps Breda awake!
With a view of the tower of the Church of Our Lady, just a stone's throw from the city hall,
we chatted with Ralph Behouden, the night mayor of Breda. Ralph Behouden is the second
person to hold the title, after, among others, the hospitality industry in Breda, daily newspaper
BN De Stem and Breda's tourist information office took the initiative of appointing a night
mayor in Breda. 'The night mayor focuses on everything that revolves around nightlife and the
hospitality industry, but also on events which take place during the day', says Ralph.
Motivation
However, the work goes beyond merely
promoting nightlife. For example, Ralph's
door is always open for hospitality
entrepreneurs who wish to talk about
difficulties they may be experiencing, or
who would like to brainstorm in search of
opportunities and possibilities.
He likes thinking along with them, and
more and more entrepreneurs are dropping
by these days. 'I know the hospitality
industry well and the people who work
there also know me. Before I became the
night mayor, I thought I knew every little
corner of the city, but in fact I am finding
out new things all the time. And then I share
my new discoveries with others.
For example, it's great to bring a less
well-known festival to the attention of a
wider audience. I have a very broad horizon,
which is extremely important. Breda is a
fantastic city to live and work in, and it's
great for a fun night out as well. I'm really
passionate about my city. And now I can give
something back, by helping people discover
and enjoy even more aspects of the city.'
Facebook followers
'I really do try to keep up with the
Breda nightlife on a weekly basis.
And I share as much of this information as
possible.' Although he draws inspiration
from real life, Ralph also embraces
modern technology.
Facebook is an important tool. 'I collect
input about events, concerts and festivals
and the like and then I share this
information on Facebook. I still don't get
enough input from the cultural sector itself.
And that's a real shame, because I would
be very open to it.
There should be a closer link between
the hospitality industry and culture.
I share information all through the week,
and towards the weekend I give my
weekend tips. I gained over 7,000
followers in one year, and these days it
doesn't take long for my posts to reach
a few hundred thousand people.'
Bright-eyed and
bushy-tailed
There are no job descriptions or objectives
for the role. Ralph is given plenty of
freedom. 'Nothing is compulsory for the
night mayor, but I do like to spread
positivity and show that the hospitality
industry is fun for people of all ages.
I get really great reactions from the city,
but I never sit back and rest on my laurels.
I don't have any clearly defined plans,
but I would like to get the other hubs and
squares in the city more involved in the
scene, inspire more visitors from outside
the city, do more with culture and
organise more things myself.
You know, I am really putting my heart
and soul into this role. And that gives
me the energy to start each day all
bright-eyed and bushy-tailed.'
Filmmaker,
night mayor and DJ
'For me, everything merges together:
my work, my personal life and going out.
My own company takes priority.
I'm a partner at Dutch Visuals. We make films
for large companies and major brands in
the Netherlands. However, being
night mayor is in joint first place. During the
day, I mainly work for my company,
but I can always make the odd phone call
here and there. On the other hand,
I can also work for my company at night,
but the evenings and weekends are
mainly dominated by Breda and my work as
a DJ. All that creativity is really exciting.'
fb.me/NachtburgemeesterBreda
19

Our
story is
taking
off
One year ago, we launched the new aartsenfruit
promotional campaign, nonstopfresh. Over the past
months, more and more items have been adapted to
fit the new house style.
Nonstopfresh
One of the most significant updates has been the new
corporate brochure: the story we want to tell the world.
It’s a story that, thanks to the nonstopfresh theme, is really
taking off and gaining traction in all the far-flung corners
of the world.
Trust
The brochure introduces the major aspects of the
aartsenfruit organisation. Our history, of course,
along with our methods and the various branch offices.
But the most important chapter in our brochure consists
of only a single word: TRUST. By that, we mean the trust
our partners and suppliers place in us, each and every
day. It’s the most important reason our story is taking off,
or, as we put it in our new campaign: Thank you for
flying aartsenfruit!
20

O.P. euro.com
Via Chiusa del Bosca, 3
84091 Ba tipaglia (Sa)
CAMPINIA - ITALIA
Tel +39 0828370242
Fax +39 0828370333
www.eurocomgroup.it
NET WEIGHT: 8 X 125
LOT 34/08 CAT. 1
ORIGIN: ITALY
SPRUITEN
Kla se I LVO: Germany
SPRUITEN
Klasse I LVO: Germany
SPRUITEN
Kla se I LVO: Germany
Breda, Venlo, St. Katelijne - Waver, Hong Kong
nonstopfresh
aartsenfruit.com
O.P. euro.com
Via Chiusa del Bosca, 3
84091 Ba tipaglia (Sa)
CAMPINIA - ITALIA
Tel +39 0828370242
Fax +39 0828370 3
w.eurocomgroup.it
NET WEIGHT: 8 X 125
LOT 34/08 CAT. 1
ORIGIN: ITALY
O.P. euro.com
Via Chiusa del Bosca, 3
84091 Ba tipaglia (Sa)
CAMPINIA - ITALIA
Tel +39 0828370242
Fax +39 0828370 3
w.eurocomgroup.it
NET WEIGHT: 8 X 125
LOT 34/08 CAT. 1
ORIGIN: ITALY
O.P. euro.com
Via Chiusa del Bosca, 3
84091 Ba tipaglia (Sa)
CAMPINIA - ITALIA
Tel +39 0828370242
Fax +39 0828370 3
w.eurocomgroup.it
NET WEIGHT: 8 X 125
LOT 34/08 CAT. 1
ORIGIN: ITALY
21

Firma Lens is at home on the market
TJAPKO LENS REMAINS
TRUE TO HIMSELF
CUSTOMER
Where would
aartsenfruit be without
customers? That's right,
there would be no
aartsenfruit! Time to get
acquainted with ...
SERVICE
Life working on the market is wonderful according to Tjapko Lens.
He enjoys working with people and being outdoors. As owner of
Firma Lens, he makes every effort to satisfy his customers.
Nothing over the top, but simply striving to provide perfect service.
So naturally, the quality of the fruit and vegetables has been a major
priority for generations.
22

Family business
To start off, a bit of history. Tjapko
recounts: 'My father's grandfather
started working on the market, and in
2018 we will have been a family
business for 100 years. I'm thirty-four
now, and have been working in the
business since I was sixteen.
My father became ill at the time and
I wound up joining the business
earlier than planned. But I did learn a
tremendous amount as a result. I was
thrown in the deep end at an early
age and I benefited greatly from that.
After a few years I knew exactly what
I wanted: to stay small, keep quality
at a premium, stay in direct touch
with customers and as a result really
sense what they want.'
No stacks
'Many people have an image of huge
stacks of oranges and other products
when they think of a market. What we
do is the opposite. We choose to
have a wide-ranging and varied
assortment of attractive produce,
and we're certainly not out to be
the cheapest. My father always
championed a varied selection of
top-quality ware. So I could build on
that. People always say: "If you want
something great and unusual,
something you can't find anywhere
else, go have a look at Firma Lens."
That will always be the case.'
Lasting relationships
In order to ensure high quality, Firma
Lens only works with outstanding
suppliers. 'I work with various
suppliers and aartsenfruit is one of my
most important ones. Did you know
that my parents already worked with
aartsenfruit?' Tjapko then goes on to
explain why aartsenfruit suits Firma
Lens so well: 'They have a wide-ranging
and varied assortment which has to
meet high quality standards and that
really suits the way I work. And we
also get along well.'
True to yourself
'I can't please anyone, nor do I
even want to try, and that goes for
aartsenfruit too. They take conscious
decisions and these appeal to me.
They are true to themselves. And so
am I. My parents tended at times to
cut corners or compromise just a
little bit, for practical reasons.
But aartsenfruit never does this and
neither do I. People at aartsenfruit
know that about me too. I usually
handle the purchasing, but sometimes
I can't make it and send one of my
employees to aartsenfruit.
23

The best bit of my
work is searching for
beautiful products to fit
a specific market and
customer
I ask aartsenfruit to have the produce
ready and waiting and because they
know exactly what I want, it always works
out perfectly well.'
The best thing about the market
'The best bit of my work is searching for
beautiful products to fit a specific market
and customer. I call that "the game":
finding products, setting prices,
comparing, seeing if something takes off.
Of course the fun of working on the
market also appeals to me. Working
outdoors generally is very nice. It's only
on really cold and wet days that it is a bit
less appealing, but those days are simply
part of the deal. I don't know whether
I would be any good in a shop.
I don't fancy it now, in any case. The major
drawback of having a shop is that you're
fishing in the same pond all week.
Of course, you also have a lot of overhead
and it's harder to respond to changes in
the sales market. As a market vendor,
I think it's easier to spread your risks.'
A typical market day
'We work at four markets: Tuesday and
Friday on the Grote Markt in Breda,
Saturday in Ginneken in Breda, and
Wednesday in Etten-Leur. Generally
speaking, work starts at about 5 a.m. on
a market day. We pick up the material
and products, drive to the market and set
up the stall. The stall is around 16 to 20
metres long with 200 and 300 items.
Sales usually continue until around 1 p.m.
Setting up and breaking down the stall
takes a lot of time, since we have such a
large stall with so many products.
At our business premises and warehouse
in Breda we replenish stock, clean up and
prepare for the next market. We use
Mondays and Thursdays to source and
purchase as many products as possible.
If need be, we purchase extra produce
on Tuesday. Doing business at the market
involves a lot more than just the sales.
Everything besides the actual manning
of the stall tends to take a lot of time.
Of course that's what makes it so diverse.'
24

The future
'I want to remain exceptional so I can
build long-lasting relationships with
customers. To be able to continue to
meet their expectations, I want to stay
small. We have three people permanently
employed and sometimes use part-time
staff. The market on the whole has really
changed. Although many of my
colleagues are growing older, there are
also young entrepreneurs who want
to specialise and set themselves apart.
Particularly businesses that aren't
distinctive, however, will continue to
have a tough time. For them the market
is shrinking. But I'm certain that the
future is bright. Although the market
may be growing smaller, the quality is
on the rise. And that makes it attractive
to consumers.'
I want to remain exceptional
so I can build long-lasting
relationships with customers
25

Fruit Logistica 2017
Now Boarding!
Usually, the aartsenfruit delegation travels to Fruit Logistica
in Berlin by aeroplane. This year, however, aartsenfruit decided
to do things differently. Their eye-catching mode of transport
this year was the ‘aartsenfruit bus’. Not only was this good for
team-building, it also really put aartsenfruit in the picture and
gave Aart Bezemer, Arco van de Klundert, Leo van der Giesen,
Bern Verbeek and Jack Aartsen a great way to get around Berlin.
26

Aartsenfruit crew: Aart Bezemer, Bern van Beek, Leo van der Giesen, Arco van de Klundert
Aartsenfruit crew
Aartsenfruit crew
aartsenfruit
food&drink
Team Galilee
Brendon Osborn and Jack Aartsen
Fruit Logistica was a great opportunity
to catch up, meet people and make discoveries.
A special part of the trip was the ‘aartsenfruit
food & drink’ event organised in an inviting
Berlin wine bar, which proved a fine way
of getting together with business relations in a
relaxed setting. The visual report gives a good
impression of the atmosphere and the trip
in general. And you'll no doubt note the leading
role played by the company bus.
Team La Calera
The gentlemen of Ozler Tarim
Basstion Fruit: father and son
Victoria Boesch, Alain de Pauw and Aart Bezemer
27

BREDA SETS
THE WORLD D
A small city can still have a major impact. Breda figured in the birth of the global popularity of
dance music. It all started with Tiësto, a DJ who achieved international fame in 1999 and was
named the best DJ in the world for the first time in 2002. He repeated this achievement in 2003
and 2004. Since then, he has always been in the top 5. Breda is proud of this ‘export product’,
a fact which the city recently demonstrated by making Tiësto an honorary citizen. Various other
Breda DJs have followed in his footsteps, with Hardwell standing out in particular. In 2013 and
2014, Hardwell was named the greatest DJ in the world and is currently at number 3. DJ duo
W&W (13), R3hab (21) and Dannic (70) also feature prominently in the top 100.
BIG
STARS
A GREAT
SUCCESS
NEW
TALENT
They are today’s big stars. Parties and
festivals revolve around them. Yet there’s
more as well. From a niche product,
dance music has become mainstream.
For example, Tiësto opened the 2004
Olympic Games in Athens. In addition,
numerous world-famous artists work
closely together with DJs. Artists such
as Justin Bieber and Lady Gaga have
them mix their music or write their
songs together with DJs. Tiësto has
already worked with John Legend, Flo
Rida, Martin Garrix and Busta Rhymes.
Hardwell has worked with Jason Derulo,
Mr. Probz, Armin van Buuren and Maan.
R3hab has mixed hits for stars such as
Katy Perry and Madonna.
The foundations for this success were laid
in the 1980s. The Breda club De Spock
is where numerous local DJs (including
Tiësto) first manned the turntables. Even
today, Breda is still the place to be for new
talent. Why? Because young people are
of course hugely inspired by the big stars
from Breda. Breda’s vibrant nightlife also
offers plenty of scope and opportunities
for DJs. Talents can put in a lot of hours
behind the turntables in Breda. And that’s
really important, because talent will get
you nowhere without experience. It’s all
about sensing the crowd and responding
to the atmosphere in the venue.
A great sense of solidarity prevails in the
DJ scene in Breda and (new) DJs help each
other out. Dislike and envy have no place
in Breda and talents enjoy it when others
succeed. DJs exchange experiences,
collaborating in the studio and at parties.
For example, Tiësto once gave Hardwell
a helping hand and Hardwell is now
helping young talents in turn. Suyano
is a new star on Breda’s firmament. He
is already performing all over the world
and in fact you might already be familiar
with his work, as his music accompanies
aartsenfruit’s promotional video. So head
over to aartsenfruit.com right away and
pump up the volume!
28

ANCING
29

Prepare children for
the ‘big wide world’
Stoere Traktaties (Cool Treats), the initiative of the Aartsenfruit Kids
Foundation (AKF), is going extremely well. There was room for 30 classes from
the Breda region and the foundation received these applications in no time at all.
As a result of this success, AKF has started examining the possibilities for
expanding the initiative to include children in groups seven and eight
(ages 10–12). To prepare them for the ‘big wide world’, secondary school.
30

SPELBORD.indd 1 04-04-16 14:16
Stoere Traktaties is the tastiest educational package for children
in groups four and five (ages 7 and 8) at primary schools in the
Breda region. By means of this experience, the Aartsenfruit Kids
Foundation (AKF) is giving primary schools the opportunity to teach
children about fruit and vegetables through play. Not only do the
participating classes receive a large, cool chest full of stories,
taste experiences and games, the children are also introduced
to ‘t Fruitzooitje, the Fruit Gang. These are six characters who
were thought up by the AKF. The adventures of
the Fruit Gang tie in seamlessly with the
five lesson modules.
The 'Voyage around the world'
board game
The 'Who am I?'
card game
Workbook that introduces kids
to the amazing world of fruit and veg
A positive boost
Sophie: ‘During my first work placement at AKF, I made sure that
Stoere Traktaties had a solid foundation. For example, I fine-tuned
the workbook for the children. As our graduation project, Floor and
I are now examining how we could also give children in groups
seven and eight a positive boost in terms of healthy eating habits.’
Floor: ‘Sophie was always so enthusiastic about Stoere Traktaties
that I also developed an interest in the AKF’s initiatives. As a result,
I became enthusiastic too and now I am also doing a work placement
at AKF. Sophie and I form an ideal team as she has chosen to
specialise in health promotion. I chose to focus on product
development, so we have synergy going.’
Brainstorming
with children
Sophie: ‘In order to establish the best way to develop Stoere
Traktaties for groups seven and eight, we are first examining the
kinds of things children are interested in. What drives them?’
Floor: ‘We are using existing literature to find this out. We also want
to hold brainstorming sessions with as many children in this age
group as possible. We prompt them as little as possible during these
sessions, to make sure that the children can come up with their own
ideas. This really brings out their creative side.’
Sophie: ‘We don’t just want to do this with a single group of
children, but with children from different neighbourhoods and
different schools in the Breda region.’
Floor: ‘Yes, for example we are curious to find out what they
know about fruit and vegetables.’
Sophie: ‘It’s also very interesting to talk to people who have a
connection with these children, such as teachers, head teachers
and education advisers.’
An experience for
groups seven and eight
Floor: ‘The ultimate aim of our research is to advise AKF on
the best ways for the foundation to develop an experience for
children in groups seven and eight. On the basis of our research,
we hope to find out where these children’s interests lie and which
interests can be used to encourage them to make a conscious
choice. This will allow them to make their own well-considered
choices in the canteen at secondary school.’
Sophie: ‘We expect to present the results of our research
at the end of June.’
Curious about the results of Sophie and Floor’s research?
You can read all about it in the next Refresh!
Floor
Sophie
Floor and Sophie Bruijns, students Nutrition and Dietetics at
Amsterdam University of Applied Sciences and trainees at the
Aartsenfruit Kids Foundation.
31

COOKING UP:
“Restaurant Breda in Amsterdam
We donʼt
want bullshit
on the plate.
The reviews were amazing. People couldn't stop
talking about it. It's a must-see. And if you want
to eat there, you have to plan weeks in advance.
What better reason to head off to Amsterdam
to visit restaurant Breda? We spoke with
co-owner and chef Freek van Noortwijk.
Just like his two partners, he comes from Breda
and together they are turning the culinary world
upside down.
Everyone loves
people from Breda
Restaurant Breda is situated on one of
the most beautiful canals in the city, the
Singel, in a historic canalside premises.
It's a former warehouse in the style of a
brasserie. The walls are high and bare,
the colours are warm and the
atmosphere is relaxed and inviting.
The restaurant is run by three friends who
met in the first year of secondary school
in Breda: Guillaume de Beer, Johanneke
van Iwaarden and Freek van Noortwijk.
When they needed to come up with
a name for the restaurant, the name of
their secondary school sprang to mind:
the Mencia, which is also the name of a
Spanish grape variety. However, nobody
would have made the connection and
it also sounded rather like a hospital
canteen. ‘So then we thought: “Let's just
call it Breda, because everyone in
Amsterdam loves people from Breda.”‘
Don't be afraid
When you meet Freek van Noortwijk,
you can tell right away that he is a total
enthusiast and a hard worker. He talks
passionately about what he does,
enjoys his kitchen, delegates with ease
and when something needed to be
sorted out during the interview he did
so effortlessly, as the show must go on.
‘We never planned for the three of us to
open a business. In Breda, we worked
for a lunchroom and caterer which is
where we became so enthusiastic about
the trade. Even when I was studying
business economics at the University of
Amsterdam, I carried on working in the
catering trade. I did study, but I would
often leave early in the afternoon to
head over to the Albert Cuyp market
where I would buy delicious fish,
nice cuts of meat and vegetables.
On the internet, I used to watch videos
of Jamie Oliver to learn how to prepare
fish. Later I worked at various
restaurants where I learned a lot from
the chefs. But above all, I did a lot of
work myself. Don't be afraid, that's my
motto.’
Best decision
‘When we graduated, Guillaume became
a chef at Daalder in Amsterdam and he
got me a job there too. I became his
sous-chef and later we became a chef
duo. From there, Guillaume and I set
up Guts & Glory in early 2015.
That restaurant took off right away and
everything was going very steadily.’
Freek and Guillaume left Daalder,
Johanneke left her job with a real estate
company and the three of them decided
to open their own restaurant.
32

Freek van Noortwijk
“
The
atmosphere is important, we throw cool
staff parties, go out together and everyone gets
to taste everything, even the fine wines.
Breda opened at the end of 2015.
‘It was the best decision we could have
made. Breda also took off immediately.
We received a huge amount of attention
and it's pretty unique for the four major
newspapers to publish articles and
reviews shortly after the opening.’
No ranting and raving
‘We realised that the three of us combine
qualities which are also found in good
directors. Not necessarily as individuals,
but as a team. Guillaume and I are the
chefs and Johanneke is more front of
house and has a big hand in the wines.
In both kitchens, we have a chef de
cuisine and several sous-chefs. All in all,
we have a fantastic team. We make
every effort to motivate them as much
as we can. The atmosphere is important,
we throw cool staff parties, go out
together and everyone gets to taste
everything, even the fine wines. And
there's no shouting in the kitchen like
you hear on some cooking shows on TV.
Shouting and swearing at people is
pretty old-fashioned these days.’
More and more
vegetables
‘At Breda, we really wanted to do things
differently. Guests can choose from three
menus, but they don't know what they
will get to eat or even how many courses
there will be. You can specify whether
you want fish or meat, but we don't do
vegetarian menus. Everything we serve
is immensely fresh, because everyone
eats more or less the same thing.
The menu is constantly changing, however.
We are using less and less meat, also for
33

“
We were one of the first restaurants in the
Netherlands to only serve menus.
reasons of sustainability, and more and more fish. We also do
a lot of things with vegetables. That already starts with the
amuse-bouches but we also prepare a lot of desserts using
vegetables. For example, we make ice cream with every herb
you could think of: sage, basil, dill and rosemary, for example,
but also with carrots and beetroot. There is also a trend to cook
the vegetables differently: more al dente and pure.
We also make sure that the menus are really well balanced.
The food mustn't be too heavy, so we don't have too many
carbohydrates. Some refreshing acidity in the beginning and
then the more robust flavours later on. Less is more, that's
what we believe in.’
No attempt
to copy or impress
One of their reviews stated ‘Young as
they are, these Brabant sorcerer's
apprentices, their cooking is extremely
mature’. That says a lot. ‘We're fucking
headstrong here. We have no desire
to copy other chefs or wow our guests
with all kinds of tricks. We cook in a
very simple way. These are pure, deep
flavours and we don't do any crazy
things: we don't want bullshit on the
plate.’ In a city in which good
restaurants and successful chefs come
and go, Johanneke, Guillaume and
Freek want to set the trends themselves.
‘We were one of the first restaurants in
the Netherlands to only serve menus.
And in principle we only give you
cutlery once, unless the guest asks
otherwise. It means we don't have to
interrupt guests at the table more often
than we need to. This allows us to
create a more accessible and relaxed
atmosphere. We try to sense how
guests want to be treated and we don't
want to be too formal.
So happy
‘We are doing things which we think are really cool. I'm just so happy all the time.
We stuck our necks out and it's become hugely successful. It's unbelievable. And for our
work, we also get to visit places all over the world. We recently went to Tokyo to research
a new menu for Guts & Glory and recently we were also invited to Taiwan, Thailand and
London to cook and provide advice. It's fantastic to experience these precious moments
with my best friends. I went to university, I could also have landed a job with a bank,
but now we have become successful in something which we think is really cool and are
experiencing lots of happy times together.’
Here, you can eat at the level of a
Michelin-starred restaurant in a lively
setting but for slightly less money.’
Other chefs also rate the restaurant
highly: ‘I don't feel that there's a lot of
mutual competition. We're all friends
and we eat at each other's restaurants.’
34

column
“As someone who
was born and raised
in Breda, I am proud
of my city.”
But why is that, exactly? Is it because of my carefree childhood and my
rather lazy school days (where cheating my way through my French exam
got me a diploma)? Is it because of the close circle of friends I made
there, or because of that beautiful and atmospheric town centre?
Or is it, perhaps, a result the pride I felt when I finally made it to being
an underpaid semi-professional football player (with a gross annual salary
equivalent to about € 7,000) at our own NAC? Of course, I shouldn’t fail
to mention the city's people. They're welcoming, open, passionate and
never take themselves too seriously, which is typical of Breda. It's the
people that make the city. But really, the only right answer is most likely
the sum of all these parts. My City. That's what it feels like.
NAC is as much a part of Breda
as Breda is a part of NAC
Both the city and the football club enjoy using qualifications such as
defiant, bon vivant, united and self-aware. Well, the most defiant thing
about Breda must be the Grote Kerk. Here's why. This beautiful symbol
of Roman-Catholic Breda is in actual fact a Protestant place of worship –
witness the many deceased Nassau royals that are buried under the
aisles (really, it's true). Even William of Orange was meant to be buried
there, but then the Spaniards took control. That's why old Bill's tomb is
now in Delft.
Nowadays, you can rent the church as a location
for your exhibition, company fair, or party
And let's be honest, we'd all much rather attend a party than a holy mass,
right? It's just another sign of that bon vivant Breda personality. It's also a
matter of simple fact that no club in the Dutch professional football
league consumes as much beer as NAC does. Bon vivant, sure, but it
doesn't improve your skill, hence the rather painfully empty trophy
cabinet. 104 years of football and only a single national championship
and one lousy cup to show for it. Unity was nowhere in sight all those
years. You might even say there was an unending trail of destruction.
Mountains of debt, near-bankruptcies, relegation, scandals and the demise
of many players and coaches, along with their reputations. Go NAC.
Breda has certainly been self-aware these
last few years
Local politicians have certainly been united in putting Breda on the map.
Expansion was key in moving the city forward. The city centre was given
a facelift, we got a university of applied sciences, a new theatre that cost
a fortune, the station was recently renovated, there's a giant cinema and
we have countless of trendy museums. Impressive architecture has arisen
on the Chasséveld square and we’ve welcomed countless innovative
companies.
Every year, during the festivities surrounding
Carnival, Breda transforms into 'Kielegat'
Every year, during the festivities surrounding Carnival, Breda transforms
into 'Kielegat'. That's certainly something you shouldn't miss.
Last Christmas, radio 3FM's Serious Request event was happy to come
to Breda for a second time. Next summer is chock-full of festivals.
Dance, rock, jazz, you name it, it's there. The Netherlands' plucky ninth
city is vibrant and alive. Legions of tourists, both foreign and domestic,
are flocking to the 'Pearl of the South'. Recently, a nervous-looking couple
approached me. 'Monsieur, la route a la grande église de Breda s'il vous
plaît?' Gasp! Oh, no! Four years of French in school, but this boy from
Breda had no idea how to respond...
An ode
to Breda.
Johan Gabriëls was born and bred in Breda. After a
short career as a professional footballer, he developed
a career in the social sector, which he combined with
coaching the youth team at NAC. In 2016, he was given
the opportunity to further develop his coaching career
in Dubai. He is currently employed as coach for the
under 17 team at Al Shabab al Arabi Club.
35

MATTI
VAN LOO
HAS WORKED AT
OUR FACILITY IN
ST. KATELIJNE-WAVER
FOR MORE THAN
TEN YEARS
He was holding various posts. Last summer, he got the
opportunity to switch to a fully commercial position. Matti had
all the right credentials, barring one: his French was insufficient
for the job. Jack Aartsen encouraged him to rise to the
challenge, aided by a language course at the Nuns of Vught
and a work placement in France. This is a prime example
of how aartsenfruit maximises opportunities
to get the right people in the right jobs.
36

What typifies aartsenfruit? How does aartsenfruit set
itself apart? In the recurring feature 'Typical aartsenfruit',
we zoom in on the company’s characteristics and distinctive
qualities. In previous articles, we discussed the quality
assurance, talent development, speediness, brand policy,
product range and spirit of aartsenfruit. This time, we take
a look at how we inspire our employees and make the
most of their knowledge, experience and drive.
THIS TIME:
TYPICAL
aartsenfruit
DEDICATED TO EMPLOYEES
“Jack made me an offer:
I could take three weeks
of intensive French lessons
at the Nuns of Vught,
followed by three months in
France to master the language
in practice”
The challenge
Hired straight after leaving school, Matti has been at
aartsenfruit since he was 18. 'Everything I know', says
Matti, 'I learned at aartsenfruit. I started out as an order
picker. After around six years, I got a job in the sales
division, where I was responsible for keeping the place
organised and ensuring a positive image. Later on I went
to stall sales, and from there to quality assurance.
One year and six months later, a position opened up in
the commercial division, which is where my ambitions lie.
Unfortunately, though, my French wasn't good enough.
Aartsenfruit had a choice between hiring someone who
spoke French but would have to learn all about our
company and products or have me learn French.
Jack made me an offer: I could take three weeks of
intensive French lessons at the Nuns of Vught, followed
by three months in France to master the language in
practice. I discussed it with my fiancée at home first,
because it meant not or hardly seeing her and our two
daughters for quite a while, but the next day I gave him
a wholehearted "Yes".'
37

From the nuns
to France
'Aartsenfruit planned every step of the
training for me. In the period from 1 August
to 16 September I spent a week at the
Regina Coeli language institute in Vught in
the Netherlands on three separate occasions.'
The institute is also known as 'the Nuns of
Vught', referring to its origins as a school
run by nuns. Regina Coeli has gained an
outstanding reputation and has grown
substantially over the last few decades.
In common parlance, however, people
doing a language course there still say
they're 'going to the nuns'.
'It's a very intensive programme', says Matti.
'From eight in the morning till late in the
evening every day. The course was completely
customised. I even spoke French with the
other participants during our breaks.
Constantly speaking French like that creates
a sort of routine and gradually takes away
your fear. You gain confidence. It's incredible
how much you can learn during three
course weeks. I was super motivated,
so it was a fantastic experience.'
Visiting suppliers
'Two weeks after that, in late September,
I went to France, where I stayed till the end of
November. During that time, I visited various
aartsenfruit suppliers in the Avignon region,
doing a whole range of different types of work.
I was on the production line checking and
packing products, coordinated and also
accompanied shipments and worked in sales.
It was very diverse.
It made no difference to me what I did, just
so long as it involved talking. That expanded
my vocabulary considerably. And boosted my
confidence too. The growers thought it was
interesting and enjoyed having me on board.
They saw how aartsenfruit treats its employees,
and of course I told them about aartsenfruit.
It also gave me even more valuable insight
into the business. That's something I can
share with my customers and colleagues.
And it also helped me to develop as a person.
Aartsenfruit organised this opportunity for me,
but I had to do the work myself.'
38

Bed and
breakfast
'Most of the time, I stayed at a bed and
breakfast, which was ideal, because a place
like that really encourages interaction, which
of course involves speaking French.
The lady who ran the place also taught me
a lot. During those first few days, she was
basically my personal mentor. We talked a
great deal and she helped me along.'
New start
'After coming back from France, I did another
two weeks of commercial training in Venlo and
Breda, which further developed my knowledge
and insight. And then it was time to begin.
I was really looking forward to it, and the job is
terrific. I also think it encourages and motivates
the other guys, seeing how you can advance in
the company. Looking back, I definitely think it
was the right decision. The only hard part was
not seeing my fiancée and our kids. But it was
worth it in the end, and I am convinced that I've
found my place in the organisation.'
Memorable moments
'I expanded my vocabulary considerably in France.
At one point, I had sprained my ankle, and at the A&E department
of the local hospital I was able to explain what had happened.'
'One weekend, during my eighth week in France, I got to
talking to someone on a terrace. Eventually, I said that I was in
France to learn to speak the language, at which point the man gave me
a surprised look and said that in that case it was time to go home.
That was a wonderful compliment as well as a huge source of motivation
for me. Proof positive that I've mastered the language!'
39

Breda: the
fruit and
vegetable
capital of
the world.
#nonstopfreshfacts
Here, at aartsenfruit, is where it all happens. Especially
when it comes to fruit and vegetables. Did you know,
for instance, that the number of fruits and vegetables
traded every day at aartsenfruit exceeds the number of
passengers processed at Schiphol airport? That’s just
one of the nonstopfresh facts from aartsenfruit’s new
international campaign.
Refreshing
With the nonstopfresh facts, we want to show farmers,
growers and potential partners worldwide that aartsenfruit
is the international gateway for fruits and vegetables.
Every edition will feature a refreshing fact about aartsenfruit.
40
To us these facts and figures may sound fairly obvious.
But to people outside of the company, what we manage
to do – time and again, day in and day out – is really
quite impressive.
Proud
Naturally there’s more to aartsenfruit than just what’s in
Breda. Still, this is the place where it all began, and from
our headquarters here, we make sure that fresh produce
from over 40 countries finds its way to our customers
in the Benelux and Asia. At aartsenfruit, we’re so proud
of that fact that we feel like sharing it with the rest of
the world.

#nonstopfreshfacts
01.We handle
fresh fruit and
vegetables
from over
40 countries.
aartsenfruit.com
When it comes to fresh, aartsenfruit goes the extra mile. We offer everything in the world of fruit and vegetables. Literally.
Every day we make sure that our range of fresh fruit and vegetables from around the world find their way to our customers.
In fact aartsenfruit is the international gateway for fresh fruit and vegetables. With destinations in the Benelux and Asia.
Feel free to get more facts about aartsenfruit on our website or call us at +31(0)76 – 52 48 100 (NL) or +852 39 75 83 35 (Asia).
41

Travel report: Japan
Land of the
rising sun
and enormous
opportunity
In early February, Jack Aartsen and Menno van Breemen paid a
visit to the land of the rising sun. Although aartsenfruit distributes
widely across over 15 countries in Asia, Japan is one country in
which aartsenfruit has yet to establish a presence.
Hopefully, the first deliveries to this fascinating land will be taking
place right around the time this Refresh is published.
Menno van Breemen reports on a brief visit to a promising country.
Figures
Japan has just under 130 million inhabitants and is made up of 6,852 islands.
The four largest of these are Honshu, Hokkaido, Kyushu and Shikoku;
together they represent about 97% of Japan’s land area. Hokkaido is the
northernmost island and has a reputation as a perfect area for skiing.
All the way to the south, we find Okinawa. The country has a number of
cities that serve as major distribution hubs for vegetable and fruit;
we visited Tokyo. With nearly 40 million inhabitants, this is the largest city
in the world in terms of population. Which means plenty of potential!
42

Tokyo
All of one mind
With so many inhabitants, you might expect a great deal of
diversity, but nothing could be farther from the truth.
The Japanese tend to be all of one mind about most things and
they appreciate a strict hierarchy. If you go out for drinks together
and the highest-ranking individual orders a beer, everyone orders
a beer. The pressure to conform is enormous, and as a result,
the average Japanese person finds the thought of being an
outsider, excluded from ‘the herd’, absolutely terrifying.
There is even a magazine that explains what you should do to
be accepted in a new environment: what clothing to wear, and so
on. If someone responds differently than expected, this will be
noticed and other people will find it annoying. During meetings,
for instance, remarkably few questions are asked. By asking
someone a question, you would be indicating doubt in that
person and emphasising your own individuality.
Well-prepared
Luckily, we already had partners and contacts in Japan,
so we set off well prepared. In a few days’ time, we saw
many wholesale markets, supermarkets and distribution
centres full of fruit and vegetables. But we also visited
the Tsukiji fishmarket, where whole tuna are auctioned
off for incredible sums of money, and where we enjoyed
a raw fish snack at five o’clock in the morning!
Now that contacts have been established, it’s time for
both parties to get to work to make sure the right fruit
ends up in the right place. We have every confidence
that in this country, too, we'll be able to earn the same
fine reputation we’ve always enjoyed.
See you in Japan!
43

ICEBERG LETTUCE, COWS AND A FARM SHOP
The enterprising
Corné Lauwen
welcomes
innovation
In this Refresh, it’s all about Breda, the ‘Pearl of the Southern Netherlands’.
Which is why we’ve chosen a partner from Breda for our ‘Focus on the Supplier’
column. Corné and Petra Lauwen have been supplying iceberg lettuce to aartsenfruit
for years now. They have a farm on the outskirts of Breda. There, they not only grow
iceberg lettuce but also raise cattle and run a farm shop. We chat with Corné Lauwen
in his farmhouse kitchen. During our conversation, his seventeen-year-old son
Koen walks in as well.
44

Pit stop and photoshoot
Corné Lauwen is a ‘what you see is what you get’ kind of guy.
He’s open, straightforward and tends to speak his mind. He speaks
freely about his business and their plans for the future. They have
been working with aartsenfruit for over ten years; it suits them just
fine, because there is mutual trust. When Koen says that another
reason the cooperation goes so well is that his family is simply
the best grower, a smile appears on Corné’s face. It’s the indulgent
smile of a father for his overeager son. The fact is that both
companies get on well with one another. That’s why they have
other points of connection as well. For example, when aartsenfruit
organised a bike trip years ago, the Lauwen farm was a ‘pit stop’
for cyclists and last year, the photoshoot for one of aartsenfruit’s
marketing campaigns also took place in a Lauwen field.
Corné is an easygoing man and he’s up for that kind of thing.
Popular product
We’re curious about how it all got started and Corné tells us with
zest. ‘Back in 1990, I started with a mixed farm. We had cows and
what I call open-field horticulture: Brussels sprouts, pickling cucumbers
and leeks. Ultimately, we decided to go for market gardening and
began to focus on growing iceberg lettuce. On two hectares at first;
today, we have some 35 to 40 hectares. That’s the trend in market
gardening as well. The number of lettuce growers is decreasing, but
the existing ones keep getting bigger. There are even businesses
in the Netherlands with a few hundred hectares of lettuce.
Yes, iceberg lettuce has become an extremely popular product.’
First of the season
‘Our intensive focus is on iceberg lettuce and we grow a little bit
of spinach on the side. The soil here is light and sandy. As a result,
we’re able to plant and harvest the first lettuce early in the year.
We used to plant the first lettuce around mid-March and now it’s as
early as late February. And when the weather cooperates, we can
start harvesting in late April. I like to be the first to get the iceberg
lettuce to market and a lot of the time, I am. We grow two crops of
iceberg lettuce each year. So we plant the first little seedlings,
which are only a few centimetres high, in late February or early
March. For the early planting, it takes about eight weeks before
they’re ready for harvesting, but as the weather warms up it starts
to go faster. That means the second round can be ready after just
six weeks. In that six-to-eight-week period, the lettuce plant grows
into a head that weighs over 600 grams.’
Last round
‘The last round of planting takes place around 20 August. Because
we plant weekly batches, we have new heads to harvest each week
starting with the first harvest at the end of April. It’s a continuous
process. All of our iceberg lettuce goes to aartsenfruit. That means
we take care of not only the harvest for them, but also quality
assurance, while we also package everything in the Hollands Glorie
packaging. What’s more, we deliver our products to aartsenfruit
ourselves. It’s nearby, so when we’re ready to drop off the fresh
harvest, we just drive the tractor over to the aartsenfruit shed.
Different company
‘All in all, we have a completely different company than when we
started. Being a lettuce grower only keeps you busy for part of the
year. With livestock and a shop, you’re busy every single day, all
year round. But despite the fact that’s it’s more work, it’s definitely
worth the effort. Especially when you look at the future. We have two
sons. Our oldest is studying history at Leiden University and our
younger son is very interested in the business, particularly the cattle.
So my ambitions kind of centre on our youngest at the moment.’
Hoeve Overa
Corné has an optimistic take on life and enjoys looking for ways to
innovate: ‘This new location is also a great place to run our farm shop,
Hoeve Overa. We’re easily reached from Breda and Ulvenhout.
In the shop, we sell cheese that’s been made from our own cows’
milk. We also have meat from our herd, of course, and all kinds of
locally made products. All the local products really speak to customers’
imaginations. We purchase some of these from aartsenfruit.’
That makes Corné Lauwen not only a supplier, but a customer as
well. And with that, it all comes full circle.
Milk and meat
Even though things were going just fine with the
business, a few years ago, Lauwen started to
feel an itch. ‘Expanding the iceberg lettuce
operation didn’t – and doesn’t – really
appeal to me, but doing something with
cows and a shop did. So a couple of
years ago, we bought the farm we’re
at today. The reason being that here
we can keep cows. We’re currently
renting out the house at the other
property, although we do still use
the land around it to grow our
lettuce. We use the cows, which are
pure-bred Fleckvieh cattle, for both
meat and milk. They produce a little
less milk than commercial dairy
cows, but they’re quite productive
when it comes to meat. The experts
say it’s really nice, tasty beef.’
45

*Welcome back in the column!
- aartsenfruit – Asia column -
‘Country-hopping’
with aartsenfruit
Asia
Du zhe men, wǒ men zai ci huan ying nin!*
Menno van Breemen has been Managing Director of aartsenfruit Asia in Hong Kong since 2012.
The great city of Breda: who in Asia isn’t familiar with it? Quite a
few people, unfortunately. This column shares a few insights on our
city. Breda can be viewed as the birthplace of aartsenfruit. This is
where the company originated. Upon arriving at our headquarters
in Breda, you can see a great combination of the past and
present. Both traditional and ultramodern. We’re a down-to-earth
business with an enormous drive to be the best. So where is the
common ground between Breda (and the rest of the Netherlands)
on one hand, and China on the other? What does Breda look like
when seen through the eyes of someone from Hong Kong?
And where does my own connection with Breda come from?
China and the Netherlands
This year, 2017, marks 45 years of diplomatic relations between
China and the Netherlands. Today, the countries cooperate closely.
The relationship has only intensified as a result of China’s emphatic
presence on the world stage, both politically and economically.
These days, no one can afford to neglect China. That’s because it’s
a country of myriad limitations and opportunities, which every other
nation should definitely sample (in the broadest sense) for itself.
The Netherlands maintains consulates and an embassy in multiple
large cities in China. In the Netherlands, we also adhere to a ‘One
China’ policy, meaning our country recognises Beijing as the sole
capital of China. In other words, Taiwan, with its capital of Taipei,
is not considered a separate country.
Breda, seen through the eyes of someone from Hong Kong
Distance is relative, is what I thought when our partner from
Hong Kong was in Paris recently and wanted to visit us in Breda.
He asked if we could come pick him up with a car.
After all, he said, it was only 800 kilometres, round-trip.
He was used to travelling 1,750 kilometres from his hometown
in China to get to Hong Kong, so this shouldn’t be a problem.
Right? They say the customer is always right, but still ...
Incredibly hazardous
So how do our aartsenfruit colleagues in Hong Kong see Breda?
The jail was a ‘beautiful art centre’; the idea of children riding
in wheelbarrow-style cargo bicycles full of groceries, pedalled
by their mothers, was ‘incredibly hazardous’; and crowded café
terraces seemed ‘nice and quiet’ to our guests. What do you
suppose they would think if they were to visit Breda during the
carnival festivities? And then there are the quirks of our Dutch
language. From time to time, we explained our sayings and what
they meant: ‘unfortunately peanut butter’ (helaas pindakaas)
and ‘to glue somebody behind the wallpaper’ (iemand achter
het behang kunnen plakken).
Breda versus Hong Kong
Having grown up in a small town just outside Breda, I spent a
great deal of time in this city in my younger years. That meant
sports, time with friends and family in Breda, and enjoying the
nightlife until the early hours of the morning. As a result, my
associations with the city are nothing but positive: despite the
fact that Breda is worlds away from Hong Kong, both cities
have their charms. Because I feel at home in both cities, the
grass is always greener on the other side as well.
The big advantage there is that whichever one I’m visiting,
I’m always headed home!
As we say in Brabant: Houdoe!
Menno van Breemen
Sister city
Breda has been sister city to the Chinese city of Yangzhou,
in de province of Jiangsu, since 2009. Yangzhou is a modest
city by Chinese standards, with only 4.5 million inhabitants ...
This town twinning is a result of the official relationship between
the Dutch province of North Brabant and the Chinese province
of Jiangsu. Breda maintains an active sister-city exchange
and a good relationship with the city of Yangzhou.
These efforts include annual visits, which can also offer an
economic boon to industry in Breda. Representatives from our
fruit and vegetable industry, for instance, have already made
multiple visits to various countries in Asia.
46

Colophon
Refresh is
published by
aartsenfruit Breda B.V.
Heilaar-Noordweg 9
4814 RR Breda
P.O. Box 9555
4801 LN Breda
www.aartsenfruit.com
refresh@aartsenfruit.com
Editor in chief
Jack Aartsen
Editorial board
Brigitte van der Pluym
Frank Poppelaars
Stefan Verhaar
Agnes Wellen
Text
Stefan Verhaar
Nicole Roelands
Translation
Metamorfose
Vertalingen BV
Photography
Frank Poppelaars
René Schotanus
Design and
realisation
Just in Case Communicatie
Etten-Leur
www.just-in-case.nl
SuperRebel B.V.
Breda
www.SuperRebel.com
47

Your career
starts here!
www.aartsenfruit.com