Non Stop Fresh Magazine Q1 2018 UK

Volume 11
Nr.1
April '18

Haha!
Laughter in universal
People sometimes say that humor is universal. But that isn't entirely
true. Humor is closely linked to culture and also depends on taste.
Photographer Frank Poppelaars came to the conclusion that the
result of humor, however, is indeed universal. If a joke is understood, its
effect is the same everywhere: laughter! And that's depicted on the
cover.
A nice assignment: make 50 employees of aartsenfruit laugh.
Not only is the photographer excellent at his work, he is also
a comic talent!
We do not laugh because we're happy,
we're happy because we laugh.
William James
American philosopher
3

Theme of this
nonstopfresh magazine
Humor
08/Humor
Howard Komproe on stand-up comedy
12/Apple of my eye
This time: Dave van Bladen
16/AKF
What is the Fruit Gang?
20/Renovation work
Growing Venlo!
24/Clini Clowns
Meet CliniClown Peer (Rob Terwijn)
42/Cooking up a change
A delicious recipe from Het Eglantierken
And more…
15/Our new columnist: Rob Scheepers
27/Starting 2018 together!
31/Supplier in the Spotlight: Schoonbee
Landgoed in South Africa
34/Nonstopfresh facts
36/Customer service: Marcus Teunissen,
the happy greengrocer!
40/Typical aartsenfruit: quirkiness
46/Asia column: humor is
a global phenomenon
Check our socials!
36/
08/
‘ A routine
starts with
a big bag
of autumn
leaves.’
JUBILEE
After 40 years of service
and 7.657.987.345 pieces of fruit
and vegetables:
congratulations Mart
Vergouwen!
foreword
31/
Humor and the future
Apples from a 3D printer? It would be great if you could just print out your
favourite kind of apple whenever you wanted! Luckily, it’s just not possible...
It really would strip our profession of its charm. We still have the influence of
the rain and the wind, some apples will always be more appealing than
others and we still receive a changing supply every day. This is what makes
our work so enjoyable and so challenging. Did you fall for it? Sorry, it was an
April fools’ joke (typically Dutch), the fruit of our humor theme. From now
on, you should never believe what you hear or see…
But then again, you never know. We need to keep looking ahead,
constantly coming up with ideas and visions for the future. A future which
is changing more and more rapidly in this increasingly fast-paced world.
The most striking thing in my opinion, however, is that we are becoming
increasingly afraid these days. Afraid of making decisions, afraid of
expressing desires for our future and our vision, afraid of taking the
necessary steps. All because we are developing a culture of looking back
instead of ahead. And let’s just hope you don’t make a mistake, as we are
so good at looking back. Analysing what went wrong in every little detail,
and the person who made the mistake will hang.
Indeed, hindsight is easy. But soon, nobody will have the courage to
make decisions any more. This is becoming more and more evident in
managerial roles, everyone from ministers to police officers and company
managers. I was always taught that it’s fine to make mistakes, learn from
them and make sure you never make them again. But why keep putting all
this boundless energy into things which have already happened? I think
we would be better off directing our time and energy at the future and
motivating people to think about what lies ahead instead. Have the
courage to speak up, get your opinion across and don’t be afraid of
making a mistake. A wise man once said that if you can’t make mistakes,
you will never achieve anything.
Let’s get back to our theme of humor. We laugh a lot here at aartsenfruit,
and that’s just fine. To put it even more strongly, in fact, people perform
best in a nice working atmosphere and we make every effort to achieve
this. Humor is a question of finding the right balance, though: it’s all about
who you enjoy it with, when and how much. Humor is very personal.
But a day without laughing is a day wasted!
Hopefully, this edition of nonstopfresh will make everyone smile just as
much as the smiling faces of our staff on the cover. We already had so
much fun making it!
With a smile,
Jack Aartsen
4
5

BESIDES
HARD WORK, WE
DO APPRECIATE
A GOOD JOKE!
Technology may
be moving fast, but
3D-printed fruit are
still a long way off.
Until then, we’ll
continue to supply
fresh fruit and
vegetables the way
we’ve always done.
That’s a promise!
it’s
a
joke!
As you may have noticed, this
March we launched our latest
innovation: 3D-printed fruit.
Fresh, ready to eat apples!
It may have been a joke, but
this so-called plan got lots of
enthusiastic reactions. That
speaks to the faith people
apparently have in our capacity
to innovate. It’s true: we embrace
innovation. On all fronts, from our
product range to ICT, and from
talent development to marketing.
And, whenever there’s a little
downtime, we love a good joke,
as you can see. Fun on the job is
important. Having a good laugh
at work boosts productivity
more than flat-out working all
the time. Humor isn’t just
important at aartsenfruit, but
in life generally. It’s what greases
the wheels of human interaction.
Cracking a joke can break the
ice, puts people at ease and
even has health benefits.
That’s because when we
laugh, our brains produce a
substance that makes us feel
good. Reason enough to
spotlight humor in this issue of
nonstopfresh! Not with
‘non-stop’ punchlines and
wisecracks, but by celebrating
humor in all its forms.
6
7

Howard Komproe on stand-up comedy
‘ A routine
starts with
a big bag
of autumn
leaves.’
In this article, we zoom in on one of the most popular forms of humor
these days: stand-up comedy. In the Netherlands, the best-known stand-up
comedy collective and platform is Comedytrain, with sold-out comedy
nights almost daily at Toomler, their club in Amsterdam. Howard Komproe
is a celebrated member of Comedytrain, as well as a presenter, TV maker
and DJ. We sat down with him at his kitchen table in Amsterdam to get a
glimpse behind the curtain of stand-up.
8
9

The rise of stand-up
comedy
Stand-up comedy got its start in the
United States in the 1950s and 60s.
In the decades that followed, legends
like Richard Pryor, Eddie Murphy and
Paul Mooney perfected the art. In the
early 90s, its popularity crossed over to
the Netherlands. Among the pioneers
of stand-up comedy in this country
was Raoul Heertje. He mustered a
group of like-minded comics, and
thus Comedytrain was born.
Learning from each
other
Howard Komproe is a long-time
Comedytrain member and is open
and animated in talking about it. ‘We
are a collective of around 40 stand-up
comics, all equals. When you come to
one of our comedy nights at Toomler,
you never know beforehand who you’ll
get to see. It could be a top name, or
a lesser-known, up-and-coming comic.
Regardless, they all get the same stage
time, and the closing act could just as
easily be someone less seasoned.
Comedytrain offers a safe space where
comics can develop their skills. After
the show, for example, we do a group
evaluation. Mentorships also arise
informally between budding talents and
those with more experience.’
Naked art form
‘With stand-up, your routine grows out
of your perceptions and emotions, the
things you see and experience. You have
to be observant, especially about the small
things – things that seem unremarkable
to other people, but trigger recognition
and make people laugh when you talk
about them. What’s great about humor
is that it’s something we all share. Standup
comedy is the most naked of any
art form – there’s nothing you can hide
behind, no set, no music, no lines written
‘Literally, you
cannot give up.
You’re the captain
of that ship,
and the audience
is your crew’
by someone else, no costume, nothing.
But the fact that it’s so naked also makes
it exciting to watch.’
Own world
‘Comedians are an arrogant breed.
We tell you “Sit down, give me your
time and money, I’m gonna make you
laugh”. Stand-up isn’t necessarily a
lifelong career choice. Some comics
eventually lose interest or simply can’t
do it anymore, and of course there are
other roads you can go down in comedy
as well. Just in the last few years, I’ve seen
comics become editors of TV and radio
programmes, cartoonists, copywriters,
presenters and authors. They still use
comedy, but the stage is no longer their
platform. Professionally, the comedy
landscape is increasingly diversifying
and becoming more popular than ever.
But despite all the options, I’ll stick with
doing stand-up, because that lets me
choose my own material. With writing for
television, for example, which I also do,
you’ve got to think a lot more about how
other people will receive it. On stage,
I can create my own world.’
Falling flat
‘The only way to become a comedian is
to be one. It’s not a destination you get
to. You just have to step up and do it!
You can rehearse till you’re blue in the
face, but you haven’t really done
anything until you get up in front of an
audience. By performing, flopping and
racking up experience, you get better,
bit by bit. Just like every server drops
the occasional tray and every cyclist
sometimes takes a wrong turn, making
jokes that fall flat or even a whole routine
that goes down in flames gives you the
tools you need to go back and make
good routines.’
A big bag of autumn
leaves
‘When creating a new routine, I start by
jotting down and remembering thoughts,
observations and viewpoints. All those
thoughts swirling around are like a big
bag filled with autumn leaves. At a
certain point, I shake them out on a
table and arrange all the leaves by
colour, shape and size. To create a story,
you need someone who can see the
big picture, someone to guide and
‘The best
thing about
performing
is connecting
with the
audience’
challenge you. They can help pick out
the things that belong together, or that
form a good contrast. And that evolves
into 90 minutes of material.’
But is it funny?
‘Eventually, you’ve got a routine, but you
don’t know if it’s any good. You don’t
know how it will go over, which is why
you have to perform it in front of an
audience. That’s how you hone your
act. You can’t run before you can walk,
and that’s what try-outs are for. You
have to give yourself the time and
space to let a show come into its own.
And when it’s done, that’s when you
can start playing the theatres, comedy
clubs and halls. I love that part.
I actually have a new show starting
this autumn, called Life on Stage, and
I can’t wait to start touring.’
Captain of the ship
‘The best thing about performing is
connecting with the audience. I always
try to leave room in my routines for real
interaction and make a point of breaking
the fourth wall. That’s the imaginary wall
separating the stage from the audience,
and when it’s there, the people on stage
barrel on regardless of what’s happening in
the theatre. That defies my comprehension,
because that interaction is the most
interesting part. I always interact with
my audience, be it in comedy shows,
presentations, workshops or when DJing.
Performing is great, but even now I still
get those momentary jitters or a twinge
of doubt when I go onstage. I’m never
like, “Fuck it, let’s just get this over with”.
I give it all I’ve got. If the audience
seems snarky, I try extra hard to put a
smile on their faces. You have to work for
it. You can’t give up. Literally, you cannot
give up. You’re the captain of that ship,
and the audience is your crew. You’re
the man in charge; it’s all on you! That’s
a part of stand-up too.’
‘Making jokes
that fall flat or even
a whole routine that
goes down in flames
gives you the tools you
need to go back and
make good routines’
10
11

So who are the
people that make
aartsenfruit a success?
Apple of
my eye
Dave van Bladel
introduces himself:
“I’m 23 years old, I live in Helmond and
I’m in a relationship with Kim.”
What do you do at aartsenfruit Venlo?
What does it involve?
I take care of telephone sales, trying to do as
many deals as I can. I’m also involved in
acquisitions. Whenever necessary, I also provide
assistance in the warehouse. The time really flies
by. I began as a warehouse employee, moved on
to checking bananas and then stall sales before
being given a chance to prove myself at this
department. I’ve been here since June 2016.
I’ve learned an incredible amount and gained
loads of experience within a relatively short
period.
What do you love about your job?
It’s so varied. Each day is different, with different
deals and prices. I have to stay alert, because
each situation is different. It also hinges on my
contact with people, though. I enjoy interacting
with different types of people and like to share a
laugh with them. I’m also part of a great team.
Each member is totally different, which makes it
a real team.
What would you say your
ambitions are?
I joined aartsenfruit three years ago and transferred
to this position more than a year and a half
ago. I’m definitely ambitious, but I first want to
develop fully in this position before taking on the
next challenge.
Aartsenfruit is ‘nonstopfresh’.
To what extent are you nonstopfresh?
Nonstopfresh is normal for us. By that I mean that
you automatically become nonstopfresh when
you join aartsenfruit. If you don’t, you leave soon.
In this edition of
Nonstopfresh Magazine,
get to know
Dave van Bladel
Your parents run a market stall.
Didn’t you ever want to work for them?
Yes, my mother and father have a market stall and
I’ve often thought about working for them. Of
course, I used to help them on Saturdays since
I was ten. I learned lots about products and the
trade. But I didn’t and don’t ultimately see my
future on the market.
How did you come to join aartsenfruit?
I used to visit aartsenfruit with my father in the
past, so I’ve been coming here for quite a few
years. Some people here have known me since
I was eight. After my studies, my father tipped me
off about a vacancy at aartsenfruit – he arranged
an interview, basically. It worked out very well,
because I’m still here.
As a child, what did you want
to be when you grew up?
A fighter pilot. I was mad about everything
that went fast and made a lot of noise.
12
13

Column
The theme for this edition
of nonstopfresh is ‘Humor’.
What does that word mean
to you?
I only think about enjoyment. If you
enjoy something, the rest falls into
place. I love spontaneous actions and
reactions. That can be very funny at
times.
What kinds of things
make you laugh?
There are loads of things that make me
laugh. For example, I always have to
laugh when I watch Philippe Geubels,
the stand-up comedian. I can re-watch
his jokes hundreds of times, and they
still crack me up. Now, that’s a profession.
I also find football blunders and
funny home videos very amusing.
How amusing are
your colleagues?
There’s a lot of laughter here every day.
There are times when this is less appropriate:
concentration and focus are
important, but there is usually plenty
of room for a joke. The atmosphere is
great and there’s always someone with
a pointed remark. We’re pretty evenly
matched – it goes back and forth. Who’s
the funniest? Either way, Frans thinks
he’s the funniest.
What are your hobbies?
Do you play any sports?
I play football for Stiphout Vooruit and I
do fitness training. I also enjoy going
out regularly with friends. Oh, and I love
eating out as often as possible. But I
also really enjoy watching Netflix
together with my girlfriend.
Name one thing that would
make your life better.
I’m a happy person. I already have
everything and have no idea what could
make my life better. Lots of people
might think of money, but I’m quite
satisfied. I bought a house recently and
that’s a great investment for the future.
What’s your worst habit?
I have a few, but opening my mouth
before thinking is probably the worst.
I respond instantly, and this can be
problematic sometimes – even if
others find it amusing.
“ Each day is
different, with
different deals
and prices so
I have to stay
alert.”
Name one temptation you
are unable to resist.
I often put myself forward as the
designated driver when we go out, but I
hardly ever succeed. My car stays where
it is and my friends and I have to find
another way home. I find it hard to resist
a drink when out on the town. And
there’s another one: it’s difficult not to
drive too fast.
If you had to change one aspect
of your personality, what
would that be?
I’d like to think more before opening
my mouth or taking action.
What would you like to change
about the world?
A friend of mine suffers from ALS, or
motor neurone disease. It’s tragic. If I
could make the world a better place by
helping to find a cure for ALS, I would.
If you could trade places with
anyone for a day, who would it
be and why?
I’d love to trade places with Cristiano
Ronaldo for a day. I’m curious to know
what drives him. He always wants to be
the best and continues to improve at
every step. The thought of spending a
day in his shoes appeals to me. Including
a match of course, because I’d like
to play football for 90 minutes in Real
Madrid’s Bernabéu stadium.
Do you have a personal motto?
Nothing too cliché, but I try to be
positive about everything. That’s why
I like to try out lots of things, to learn
from the experience.
rob scheepers
Rob Scheepers is a comedian who makes both theater
programs and television shows. Rob is also a ‘tonpraoter’
(a comedy style at Dutch carnival), a fanatic Twitter user
and columnist for magazines and radio shows.
humor me
Full disclosure? I regularly feel embarrassed by
myself. And I’m not alone. Lots of people are
embarrassed by me. My wife, for starters, whenever
I feel the need to make another lame comeback.
Recently, for example, we were at the theatre box
office, and the employee says, ‘You’ll have your
chairs, sir, just a second.’ To which I respond, all
bewilderment, ‘Just a second? How’s that? Have
we got to stand up for the rest of the performance
then?’ It’s kind of a survival technique for me,
rooted way back in my adolescence, when I offset
teen angst over my appearance by attempting to
be funny. I wore my humor like girls wore thick
layers of make-up.
These days, however, humor is my profession. I no
longer make jokes out of insecurity, but because it’s
what pays the bills. The only problem is that I can’t
seem to figure out when to switch it off. When a
delivery guy rings at my door with a parcel for the
neighbours, my standard response is: ‘Wrong house,
the neighbours live next door.’ To me, that’s rather
clever. To the delivery guy, not so much.
So why the constant jokes? It’s probably because
I think it’s what everyone expects of me. People
know me from my stand-up routine. Or from TV.
Or the comedy club. Whatever the case, they
always know me as a funny guy. When I’m at
Dutch carnival, drunk fans sometimes come up and
beg me to do a bit of my hooligan sketch. Or I’m
queued up at an amusement park and people start
asking me to rattle off some one-liners. At every
family get-together or party, I’m always expected
to provide the comic relief, purely because I’ve
made wisecracking my profession. I do realise of
course that it’s a lovely compliment. Not to get
asked would certainly be worse. Nonetheless, it is
a bit odd. Correct me if I’m wrong, but I think you
might be somewhat taken aback if a stranger in a
restaurant came up to you and asked if you wouldn’t
mind sorting some fruit in the kitchen. ‘You work at
aartsenfruit, don’t you? Come on, don’t be such a
drag, man. Can’t you grab some bananas from the
fridge or something? Or give the forklift a little spin?
No? Well, that’s just being childish. Now who’s being
fruity...?’
This puts me in a bit of a bind. When I kid around
with total strangers, I’m ‘annoying’. When I refuse,
I’m ‘full of myself’. Hence, to err on the side of
caution, I keep the jokes coming. Constantly,
everywhere. So if you happen to be standing behind
me at the till, and the checkout girl says ‘17.89’,
don’t be surprised to hear me quip ‘The French
Revolution’. Sorry, but I did warn you.
14
15

The Fruit Gang
keeps aartsenfruit in
NONSTOP motion
The 'Cool Treats' ('Stoere Traktaties') project of the Aartsenfruit Kids
Foundation shows children from the second and third grade of primary school
how fun it can be to eat fruits and vegetables. Stories, games and other fun
activities are used to inspire kids and get them to exercise. With the Fruit
Gang in the starring role, the project is even creating positive vibes on the
work floor at aartsenfruit.
16 17

The power of experience
Aartsenfruit Kids Foundation (AKF) aims to
contribute positively to children's health. Their 'Cool
Treats' ('Stoere Traktaties') project, which treats
children to healthy snacks at school, is an example
of this. Rather than simply telling children that these
snacks are good, the project makes use of the
power of experience. Humor plays an important
role in this, embodied by the Fruit Gang
('Fruitzooitje'), which makes the children more
susceptible to the intended message by making the
experience fun for them.
Employees as ambassadors
The project started with AKF, but is becoming
increasingly noticeable at aartsenfruit as well. The
quality and the humorous approach of 'Cool Treats'
are inherent to aartsenfruit's organisational culture.
The project is highly appreciated, and the Fruit
Gang never fails to amuse the employees. Various
Hellen Aartsen, chair of the AKF: We
wanted fruit characters to tell the 'Cool
Treats' story.
departments contribute their thoughts to what
should be put in the fruit crates for the lesson
package, and the employees themselves have
become 'Cool Treats' ambassadors. Not too long
ago, an employee indicated that he had praised the
project during a parents' evening at his children's
school. 'It generates increased involvement and
solidarity', explains Sophie Bruijns from AKF.
Where's the party at?
The children from the participating classes associate
the project with a party – and they're quite right to
do so. By means of fun clips, games, activities and
the opportunity to taste the fruit, the children learn
through play that treating each other to fruits and
vegetables is fun, tasty and cool. Alec Lokhoff, from
experiential marketing agency Mannen van
Rijnland, put a lot of thought into how this
experience should be presented. He's been
Members of the 'Cool Treats' project team
with, from left to right, Alec Lokhoff, Sander
Alt, Annick Bezemer and Sophie Bruijns.
working for aartsenfruit for ten years. 'Together with
Aartsenfruit Kids Foundation, I tried to find the best
way to approach this project aimed at schools. It
should be fun for the children to be dealing with
fruits and vegetables. Once they've become
enthusiastic, the rest is easy as pie.' According to
Alec, humor is one of the main ingredients when it
comes to creating an experience.
Identifying with the Fruit Gang
AKF came up with the idea to have fruit characters
tell the story, and so the Fruit Gang was born. This
group of friends consists of six different types of fruit,
each with their own personality. The Fruit Gang was
designed by Sander Alt and his team from animation
studio Urrebuk, consisting of Carolien Ellerbeck,
Alies Kool and Yvo Zijlstra. 'By making quirky
characters, it becomes easier for the children to
identify with the Fruit Gang. One kid may be a fan of
This school year, Caroline Jongerius will
be kicking off the project in Venlo,
home to an aartsenfruit branch.
Pisang, the funny banana, while another can't stop
laughing at the cynical comments of Simon the
lemon. Humor is born from the interaction between
these characters, which is also how the message
comes across', explains Sander.
Sample group
Even so, incorporating the right type of humor into
the Fruit Gang short films was a challenge for
Urrebuk. 'The characters keep having different
adventures, where they run into an obstacle they
have to overcome', says Sander Alt. 'Experience has
shown us that children are more open-minded than
adults, which allows for more freedom to use
different kinds of humor. My own children turned
out to be a wonderful sample group.'
If you'd like to know more, check out our website:
www.stoeretraktaties.nl.
The Fruit Gang – consisting of, from
left to right, Ferox, Ana, Simon, Pisang,
L-star and Elvira – takes flight!
The new Aartsenfruit Kids Foundation website is online!
Be sure to check out www.aartsenfruitkidsfoundation.com
19

A mere six years after opening, aartsenfruit’s operations have
already outgrown the Venlo facility. Work is currently well under
way to enlarge the warehouse and cold stores, providing the space
so urgently necessary for growth. We got the inside scoop from
Frank van der Velden (operational director) and Frans Jongerius
(aartsenfruit Venlo branch manager).
+ 1.800 m 2 warehouse
+ 700 m 2 cold stores
+ Refrigeration system running on CO 2
+ Innovative LED lighting
+ Rebuild will be completed in June 2018
Venlo rebuild paves the way
for faster growth
20
21

Aartsenfruit: onwards and upwards
Bursting at the seams
‘We opened these premises in Venlo in
September 2011’, explains Frans, ‘but
already, it’s too small. Just seven years
ago, we thought this much space would
serve our needs for many years to come;
it even seemed quite ambitious, back
then. Now, the warehouse is bursting at
the seams, the cold stores are cramped
and we need more dock boards. All in
all, there’s simply not enough room for
further growth.’
Foresight
Aartsenfruit is tackling the project with
vigour. To the current 7,500 m 2 floor area,
it is adding another 2,500 m 2 , with 1,800
m 2 for the warehouse and 700 m 2 for the
four cold stores. The warehouse
is where the work happens – where
products come in, quality checks are
carried out and orders are prepared.
According to Frank, ‘When we built it in
2011, we made a point of accommodating
the possibility of future expansion,
which has come in handy now as it makes
adding this addition on to the existing
building relatively easy. Also, the adjoining
land was still available. As before, the
design has factored in possible future
developments, and we again have an
option on an adjoining piece of land.’
Growth potential
With a larger warehouse comes more
room for further growth. After all, big
customers don’t buy products in the
shop, but place orders by phone that
they then come to collect. The new
warehouse will offer more space to
store orders for dispatch. This plus a
high turnover rate will enable aartsenfruit
to expand its business, creating
potential to attract large customers.
‘Our ongoing growth and this expansion
are a big deal for our staff in
Venlo’, continues Frans. ‘It’s really
energising people. It’s great to feel that
you are part of a successful and growing
enterprise, and new employees
inject fresh energy.’
New sustainable technologies
Aartsenfruit never passes up an opportunity
to make the most of new technologies,
and a renovation is the perfect
time to roll out innovations. According
to Frank, ‘We are building a new refrigeration
system for the four cold stores
and the climate-controlled warehouse
space. The system we have now uses
Freon, which we will no longer be
allowed to use in the future, in around
ten years, due to tighter environmental
restrictions. We want to be a step
ahead, which is why we are installing a
refrigeration system that runs on CO 2
, a
natural refrigerant that has no effect on
the environment. It’s a big investment,
but one that will pay off over time, since
this system is more efficient. We’re also
switching to LED lighting in the new
warehouse. We need our products to
receive light with a specific colour
temperature, as if they were in daylight.
This colour has recently become available
in LED.’
What lies ahead
‘Construction companies are really
feeling the pressure these days, and
there’s also a long wait for materials to
arrive.’ Frank speaks from experience.
‘We’re fortunate that the building
contractor, WijnenBouw, has scheduled
everything to a T, so we can do business
as normal. At aartsenfruit, we
know how to make a plan and stick to
it, so, barring any unforeseen events,
the rebuild will be completed in the
first week of June, and then the new,
bigger warehouse will be ready for
action.’
Phase 2
Aartsenfruit is always focused on the
future. Even now, Frans is looking
ahead: ‘Considering the enormous
growth we are going through, we’ll
have to expand more than just the
warehouse. After the summer period,
we’re also going to increase our office
space to accommodate the rising
number of commercial employees, so
our employees have all the space they
need to do a good job.’
7.500 m 2 2.500 m 2
+ more room for further growth
22
23

Other Sectors
The magic of
CliniClowns
Humor can bring fun and relief into the lives
of sick children. But your average jokes and
antics won't do it, this is serious work. It's all
about imagination, focus and custom play.
And that's where CliniClowns comes in. And
successfully, too! Not without good reason,
some doctors would willingly prescribe a
CliniClown if they could.
"EVERY
HOSPITAL ROOM IS
A NEW OPPORTUNITY
TO ACHIEVE SOMETHING
THROUGH PLAY,
THEATRE OR
MUSIC."
BACKGROUND
In the 1960s the American doctor Patch
Adams focused not only on the medical
condition, he also took a more holistic
view of the patient. At the time, it was
a radical new way of looking at things.
Adams approached his patients completely
differently. He even wore a
clown nose from time to time. His
working methods inspired many other
people including Michael Christensen,
a professional clown in New York. When
his brother ended up in hospital in the
1980s, Christensen wanted to cheer him
up. He visited his brother dressed as a
clown. The doctors saw that it worked and
asked him to perform at an open day at
the hospital. This proved such a success
that Christensen wanted to do more. To
actively help children in hospitals, he set
up the Clown Care Unit in 1986. A few years
later, the Austrian-Belgian Princess Stephanie
brought the concept to Europe and in 1992 Dutch
oncologist Tom Voûte launched the CliniClowns
initiative in the Netherlands. Clowns now operate
(not literally!) in hospitals in over 50 countries.
A BRIGHT AND JOYFUL TOUCH
To find out more about CliniClowns, we talked
to Ilja van Alten and Rob Terwijn. She is the
communications coordinator at CliniClowns
and he is CliniClown Peer. They told us about
the background, rationale and ambitions of
this special organisation. Ilja: ‘We want to bring
a bright and joyful touch into difficult situations.
There are also convincing studies which
demonstrate the effect. In the beginning,
doctors and parents could see that children
were more comfortable in their own skin and
found it easier to cope with treatment if they
had been in contact with CliniClowns. This
has now also been substantiated by means of
research. For example, they need less sedation,
are less afraid, more relaxed and better able to
cope with their emotions – precisely because
they had a visit from a CliniClown.’
Rob Terwijn
CliniClown Peer
SERIOUS PREPARATION
CliniClowns can conjure up something
out of nothing and achieve a great deal
with very little. Rob says: ‘We look at the
child, not the sick child. It's not about
what a child can't do, but what he or
she can do as everything is possible in
the imagination. Generally speaking,
we work in pairs’, says Rob, ‘and the
work doesn't involve going in wearing
face paint and oversized shoes and just
doing a few tricks by the bedside. It's
a completely different thing. Each visit
starts with a discussion with the hospital's
educational staff. They know the patients
and the situation within the hospital, and
after this discussion we will be well prepared
when we start.’ CliniClowns therefore
has an excellent relationship with virtually
all Dutch hospitals which have a paediatric
department, as well as rehabilitation clinics,
hospices and schools.
IMPROVISATION AND INTUITION
Years ago, before Rob became a CliniClown,
he worked as a speech therapist. He also
worked with vulnerable children at that
time and the ability to empathise played an
important role. Rob also performed a great
deal in the theatre and trained as a drama
teacher. At some point, he heard that working
for CliniClowns was a fully-fledged job and
not a voluntary role, as many people think. He
immediately knew what he wanted to do, this
was his calling. After his third audition, he was
accepted and then took the internal training
to become a CliniClown. ‘As a CliniClown, you
always look to see what is in the space when
you go in. The child, the equipment, the
parents, other children. It's always improvisation.’
Rob chooses his words with care. ‘Our interaction
is entirely based around the person
in the hospital bed. The most important thing
is to quickly grasp what is needed and what
is possible. Every hospital room is a new opportunity
to achieve something through play,
24
25

Other Sectors
Ilja van Alten,
communications
coordinator at
CliniClowns
"WE WOULD REALLY LIKE TO
BE PRESENT WHERE WE ARE
MOST NEEDED."
theatre or music. Anything is possible and
nothing is compulsory. Of course I start off
cautiously and on a small scale, but my experience,
people skills and intuition quickly allow
me to establish the possibilities.’
NOSE CABINET
CliniClowns is a very popular good cause, but
that doesn't mean that clown candidates are
just there for the taking. Plenty of applications
are received but strict conditions apply, says
Ilja. ‘The people who we accept are already
clowns. They need to have experience and
often have a solid theatre training behind them.
With our training and experience, we stick the
word Clini in front of it. They learn how to play
in front of vulnerable children, how to deal with
hygiene requirements and how to tailor their
performance to vulnerable children.’ When
clowns start working for CliniClowns, they
choose a clown name (if they don't yet have
one) and their own clown nose. That makes
every clown unique. ‘We have a nose cabinet
with all different kinds of noses and the
clowns get to choose their own nose from
the selection available. We are currently
working to develop an academy. At the moment,
the training mainly takes place on the
job. CliniClowns generally visit the children in
pairs and a third clown can accompany them
as a trainee.’
MAKING AN EVEN BIGGER
DIFFERENCE
CliniClowns visit regular hospitals on regular
days. They reach around 90,000 children every
year, with over 80 clowns. Pilots are currently
being carried out to see how CliniClowns
could make an even bigger difference. ‘We
would really like to be present where we are
most needed. For example, we can provide a
distraction when a child is being prepped for an
operation or needs some stressful treatment.
We have also started performing for people
with dementia’, says Ilja. As a result of their
illness, it is often harder to get through to these
people but CliniClowns genuinely manage to
make contact. A visit from a clown is relaxing,
enjoyable, surprising and moving. Research has
also shown that the atmosphere in a care home
improves when CliniClowns come to visit. As a
result, CliniClowns are shining their bright and
joyful light on more and more places.
POWERFUL EMOTIONS
The work of a CliniClown is intense, as Rob is
the first to testify: ‘When I had just started working
as a CliniClown, I experienced something
I will never forget. I went alone to visit a girl
who only had a very short time to live. When I
reached the department I was advised not to
visit her, but her father saw me in the corridor
and asked me to come in. The girl (she was
around 8 or 9) was very thin and fragile. In the
end, I only played my ukulele and sang her a
sweet little song while she stroked the teddy
bear I always carry with me. During this short
while, I stayed in my role. Wearing a clown nose
really helps at times like that, it offers a kind of
protection. But when I left the room and later
took off my nose, I experienced some powerful
emotions. It still gets to me now when I tell
people about it.’
His professional attitude allows Rob to cope
with witnessing misery and sadness. Despite
the sadness, Rob feels a sense of pride that he
can be there during these extremely intimate
family moments and play a modest role in
them.
DONATIONS
Donations have been the driving force
behind the organisation since its launch
in 1992. Donations, sponsors and volunteers
are required in order to carry out
the work. CliniClowns constantly draws
attention to its activities by means of
various campaigns and promotions. This
is essential in order to generate income.
Only this will allow the organisation to
keep on steering its own path and reach
as many people as possible.
Would you like to find out more?
Visit cliniclowns.nl.
Starting
2018 together,
really together!
Aartsenfruit organised its New Year’s
Reception at Domein Oogenlust in
Eersel. All of the aartsenfruit employees
were welcomed in a greenhouse
which was beautifully lit and decorated.
The programme continued in a stylish
presentation room. In 2017, aartsenfruit
experienced rapid growth, and Jack
Aartsen took the opportunity to thank
everyone for their unremitting efforts,
achieving world-class results. Another
area that aartsenfruit excelled in was ICT,
while the Aartsenfruit Kids Foundation
also managed to undertake many wonderful
projects.
The programme was also themed
around togetherness, collegiality and
nonstopfresh. Jack introduced videos
presented by Carla van Loon, which
were funny and to the point. People
working at aartsenfruit explained their
personal connections to the company
and with colleagues, all stories bringing
everyone even closer together.
Architects Jan Geysen and Pascal
Grosfeld brought everyone up to date
on all the new construction projects.
The new Hong Kong office and all
the staff there were addressed. And
everyone who began their careers at
aartsenfruit in 2017 was introduced.
The event was rounded off with a
walking dinner with live cooking,
giving everyone the opportunity to
catch up with colleagues.
26
27

28 29

Stop boring.
Start
boarding.
aartsenfruit
.com/vacatures
Schoonbee Landgoed:
THE GROWER WHO
TEACHES PEOPLE TO
READ AND WRITE
A partnership that has been growing since day one. That description is how the
South African company Schoonbee Landgoed sees the working relationship
with aartsenfruit. The grower describes itself as a business with citrus fruits,
grapes and people. As it stands, the grower indirectly takes cares of some
10,000 people. In this 'Supplier in the Spotlight', we talk with Gert Upton, the
company's marketing and sales manager.
31

Today the blossoming citrus trees are standing
proud on 850 hectares of premium citrus growing
land in the Loskop Valley, producing a high yield of
novel varieties, carefully selected for their production
ability and world class eating experience. The
subtropical climate in the Loskop Valley also allows for
good colour and brix favoured by buyers worldwide.
The packing facility is adjusted annually, in order to
accommodate the anticipated production growth.
The company aims to maintain its leading position
in South Africa this way.
Meeting with aartsenfruit
Schoonbee Landgoed exports fruit to 33 countries
in Asia, America, Europe and elsewhere. Gert met
the aartsenfruit team during the Asia Fruit Logistica
trade fair in Hong Kong in 2015. A new partnership
was created. 'The season for Asia was too close
to start working together for that part of the world
during 2015. However, we were able to start in
the European market.' Since then, the partnership
has expanded. Last year, Schoonbee Landgoed
produced citrus fruits and grapes for the Asian
and European markets on behalf of aartsenfruit.
The company operates under its own ‘Schoonbee
Landgoed’ brand.
FLTR: Leo van der Giesen (aartsenfruit), Gert Upton (Schoonbee) and Menno van Breemen (aartsenfruit).
Most valuable asset
Limpopo, the northernmost province in South
Africa, is home to the lush Loskop Valley.
Schoonbee Landgoed's picturesque farm is
located in the heart of the fertile valley. Citrus
fruits and grapes are cultivated on 3,000 hectares.
The farm employs 700 people on a permanent
basis and an additional 1,300 during harvest time.
Its employees are considered its most valuable
asset. 'We always say: we're a farm with citrus
fruits, grapes and people. If we take good care
of our employees, they will do the same for their
family members. Thus, if we employ 2,000 people,
we indirectly take care of 10,000 people.'
Training centre
At Schoonbee Landgoed, 'taking care' extends
further than paying employees a monthly salary.
The company supports schools in the region
and is currently building its own health clinic. In
addition, the company is in the planning phase of
building a training centre to help employees with
basic skills such as reading and writing. “We also
want to pass along our farming-related expertise”,
says Gert Upton.
Source of inspiration
Mutual trust is important in the company because
it makes employees feel involved. This idea was
conceived by Gert Schoonbee, Gert Upton's
grandfather. He founded Schoonbee Landgoed
in 1971. In the beginning, his focus was on
tobacco, cotton and corn. Later, it became fruit.
Gert Sr. was a remarkable man who received
numerous awards. He was chairman and
member of various committees in South Africa's
agricultural sector. Moreover, he was a man who
never gave up and constantly challenged himself
as well as the people around him to do better.
Although he died in 2011, his mindset lives on in
the company. 'He inspired many people in terms
of work, but he also instilled confidence in a lot of
people. Working with him wasn't always easy; he
was very results-oriented. However, he loved the
employees, which had a positive effect within the
farm', Gert Jr. said.
Today, the quality he engraved in the people
are seen in the second and third generation
managing this family-owned farm.
Special packing facilities
During the 1990s, Schoonbee Landgoed took
the lead in the region's grape farming operations.
The first grape harvest was packed in Gert Sr's
garage in 1994. Today, the farm boasts 380 hectares
of lush vineyards under net covering, which
supplies an extensive range of the best seedless
and seeded table grape varieties available in the
world. This exciting growth pushed the existing
facility to the maximum. A new 8.000m² packing
facility was required. Production capacity was
increased to more than 1.1 million cartons
annually.
Expansions to the current 11 000m² citrus
packing facility are also planned to assist with
the planned 3 million cartons annually.
Trend-setting position
Schoonbee Landgoed’s oldest citrus orchard
dates from 1981, when the founder Mr Gert
Schoonbee planted the first valencias. His aim
was to transform Schoonbee Landgoed into
a reputable citrus producing and exporting
farm.
Year-round farming
Gert describes the working relationship as fantastic.
'This partnership has been growing since day one.
We reinforce each other, maintain good contact,
are on the same page and can be direct. It's one of
our best working relationships and we look forward to
the future'. According to Gert, Schoonbee Landgoed
is a good partner for aartsenfruit because the company
is able to farm year-round. 'This aspect allows them
to work with a single grower while knowing that the
grapes and citrus fruits are of the same high quality.'
South African humor
For this issue of nonstopfresh, the theme is humor.
Gert is an articulate man who enjoys a joke. But
he is not the only one; in South Africa, humor plays
a key part in everyday life. 'To us, the South African
government doesn't always take the right decisions,
so we make a joke about it. Our humor is very
open and direct.' Consequently, Gert's jokes do
not always make sense in other parts of the world.
'You may find yourself in an awkward position as a
result; after all, you're making a joke that isn't funny
to them as they don’t understand the context
thereof', says the marketing manager with a laugh.
Fascinating diversity
He thinks that South Africa is a wonderful country.
Most of all, he loves the people, the weather and
the nature. 'It's a fantastic place and we're very
proud of having the privilege to be part of it. There
is so much potential for this country. Thousands
of people from other countries live here, creating
a world in one country. It brings about a fascinating
diversity in a sympathetic country.'
Continued growth together
He sees a bright future for Schoonbee Landgoed.
Over the next three to five years, the company
wants to sell up to 20 per cent more. 'At the same
time, we're looking into whether selling blueberries,
apples, avocados and nuts would be profitable.'
And how does he envision the partnership with
aartsenfruit in future? 'The growth in recent years
clearly shows the potential for continued growth
together. We can ensure the timely growth, packing
and transport of the fruit that the aartsenfruit team
needs.'
IN SOUTH
AFRICA,
HUMOR
PLAYS A KEY
PART IN
EVERYDAY LIFE
Gert Upton
32 33

Lettuce fly around
the whole world
with aartsenfruit.
On why humour should always be nonstopfresh
No humour-themed issue would be complete without
some jokes that were left at the drawing board.
As Einstein once said, ‘creativity is intelligence having
fun’. While that sounds as praise that we don’t deserve,
the fact is that the best ideas only come after you’ve
purged the bad puns from your system – which is very
often exactly what happens in creating the various
aartsenfruit campaigns and ideas. First, we have to
get the fruit- and vegetable-related jokes and puns
out of our system before we get to anything good.
Tongue-in-cheek
Every good campaign should be a little tongue-incheek,
as humour is a great way to liven up any type
of communication. Take the aartsenfruit nonstopfresh
campaign, for instance. Our role as an international
gateway makes aartsenfruit into a large and important
player in the field, but we remain quite likeable by
projecting that image on the world of fruits and
vegetables. Instead of marketing fruits and vegetables,
we show bananas boarding planes and green beans
checking in. We even make a kiwi fly.
Cabbage crew
Of course, humour can be quite tricky. You have to make
sure not to take it too far and to strike the proper balance;
especially when you’re an international company such as
aartsenfruit. What makes us laugh out loud here in Breda
might raise a sour laugh over in Chile or an eyebrow in
distress over in Hong Kong. As such, we have to remain
critical and many jokes will be discarded before they
leave the room. That’s why the ‘cabbage crew’ went
down along with their airplane and why you never
have to ‘lettuce fly around the world’.
Nonstopfresh
One of the most important ingredients for a good joke
is relevance. Take, for instance, the banana printed on
the aartsenfruit cycling jerseys. This image is a nod to the
many cyclists who go out there with a banana in their
back pockets. Within the theme of nonstopfresh, we are
always looking to find that tongue-in-cheek approach,
that bit of humour which distinguishes aartsenfruit as the
unique, fun and likeable brand that it is today. It’s just one
more way in which we strive to be nonstopfresh.
This is your
cabbage
crew
speaking.
Breda, Venlo, St. Katelijne - Waver, Hong Kong
nonstopfresh
aartsenfruit.com
34 35

Customer Service
CUSTOMER
Where would
aartsenfruit be without
customers? That's right,
there would be no
aartsenfruit! Time to get
acquainted with one of
our customers: Teunissen –
De Verse Verleiding.
SERVICE
Marcus Teunissen greets
us with a big grin. We
receive a warm welcome
to Oudenbosch and we
immediately get the
sense that we are in the
right place, considering
Marcus Teunissen is
brimming with ideas!
The
greengrocer
who happily
broadens his
horizons
the theme of this issue
(humor!). First and
foremost, however,
Marcus is a born
entrepreneur, brimming
with ideas as well as the
energy to see them to
fruition.
Humor and silliness
Humor is important to Marcus. It is part of his
character and he incorporates it into his work. At
the market, of course, but also in his marketing
activities. He loves to be the funny guy; after all,
you can get a lot done with a little bit of silliness.
At the same time, if he is not taken seriously
when he wants to be, Marcus quickly and clearly
speaks his mind.
37

Customer Service
Humor is important to Marcus Teunissen.
“You can get a lot done with
a little bit of silliness.”
Would-be baker
Teunissen – De Verse Verleiding is a family business,
currently in its third generation. Marcus' grandfather sold
fruit and veg on the street. Marcus’ father took over his
sales route and in 1956 opened his own market stand
at the age of 13. It was a huge success and became the
family's main source of income, especially with the addition
of new markets. Originally, Marcus wanted to be a
baker rather than a greengrocer. After primary school, he
enrolled in bakery school and spent Saturdays working
in Pieter Nagelkerke's bakery. The work suited him, and
he kept at it for five years. Around the time he turned
18, Marcus found himself having doubts about the next
phase of his education. His parents suggested he join the
family business for a year, to give himself some breathing
room to think it all over. Pretty soon, he was so involved
with everything that his father began giving him more
and more responsibility. In the process, as he worked for
the company, Marcus slowly developed into an entrepreneur.
In 2010, Marcus took over the entire business from
his parents; before long, the enterprise had a distinctive
name: Teunissen – De Verse Verleiding.
Upfront style of doing business
As it has always done, Teunissen sells a lot of regional
products, but there is also a close partnership with
aartsenfruit. Marcus' father and grandfather did business
with aartsenfruit, too. They saw aartsenfruit's growth and
development first-hand. According to Marcus, aartsenfruit
is always innovative, which is one reason it serves as an
example. It offers a wide variety of products, and Marcus
has gradually expanded his order over the years. The
most important reason he does business with aartsenfruit,
however, is the high quality of the products. Marcus also
values aartsenfruit's own brands. In addition, the upfront
style of doing business appeals to him: action, not words.
It suits his particular personality well.
New role
In the meantime, the company has about 20 employees
(including Marcus' parents), and De Verse Verleiding does
business at 5 markets in the region. Marcus continues to
enjoy working at the market. He likes the contact with his
customers, and enjoys selling and setting up the mobile
stand in summertime when the first customers are eager
to do their shopping in the early summer morning. In the
future, however, he hopes to spend less time on selling
and more time on new developments and managing the
business.
New developments
In addition to taking his business to the market, Marcus
wants to be a delicious 'fresh temptation' (the English
translation of 'Verse Verleiding') in all sorts of different
areas. In 2010, he expanded to online sales. Although
it did not take off immediately, he set up a fully-fledged
webshop in 2015 aimed at consumers and catering
professionals. Online business began increasing from that
moment onward. Marcus is always working on new ideas
as well. For example, he is busy marketing Werkfruit, a
system in which businesses buy small crates of fruit for
their employees or clients each week. Considerable time
and energy is being put into the Teunbox, too. This is a
subscription service in which consumers receive a meal
box containing regional products and recipes at set times.
The service should be up and running by the end of this
year. There is even the possibility that Marcus Teunissen
will open a brick-and-mortar business at some point.
It would have room for shopping, takeaway and a
restaurant, and the focus would be on the experience.
He envisions the De Verse Verleiding shop as an
experimental garden: a place where consumers
can be inspired and where he can work out
and test ideas in practice.
Social media
To help realise his ambitions, the goodnatured
entrepreneur pays considerable
attention to social media, such as Facebook, Twitter,
LinkedIn and Instagram. Marcus sees it as an ideal way to
communicate with customers and potential customers.
He uses social media to share delicious recipes and great
offers, as well as funny photos and videos. Of course,
intensive involvement is key. That is the only way you can
use social media successfully.
Sharing online success
Thanks to its hard work, Teunissen – De Verse Verleiding
has a very strong presence in West-Brabant, and it will
continue to focus on this region. At the same time, expansion
is calling De Verse Verleiding. Today, the enterprise is
in excellent shape, and Marcus sees opportunities for sharing
the online business concept with other locally active
entrepreneurs in the fruit and vegetable sector throughout
the Netherlands. Marcus knows first-hand how much
development time it takes to make a webshop successful,
and there is no need for his fellow entrepreneurs to
re-invent the wheel. De Verse Verleiding will be a strong
national online concept that offers entrepreneurs extra
revenue opportunities. This concept can be used on the
basis of a percentage of the newly generated turnover.
Marcus is convinced of the opportunities because there is
a need everywhere for quality, a price-conscious assortment,
local products and entrepreneurs who gladly and
passionately go the extra mile.
38 39

What is typical aartsenfruit? How does this family business
stand out from the pack? In a series of articles entitled
‘Typical aartsenfruit’, we take a closer look at the
characteristics of the company. In previous articles,
we described quality control, the product range, talent
development, brand policy and financial reliability.
TYPICAL
aartsenfruit
THAT’S WHAT YOU CALL
THIS TIME, THE TOPIC IS • QUIRKINESS •
The outside world
To the outside world, aartsenfruit may appear
characteristically quirky. In a nutshell, quirkiness
means having peculiar or unexpected traits or
aspects. If you consider this definition without
being judgemental, it’s a strong asset. Without
quirky entrepreneurs, inventors and intellectuals,
there would be fewer developments and innovations.
Quirky people discover, dare and do.
Stubborn
There are people who confuse quirky with
stubborn. Stubborn is generally understood to
mean somewhat obstinate. This notion differs
fundamentally from being quirky. At aartsenfruit,
people simply see the value of being somewhat
self-willed. Younger people can sometimes be
unreasonably obstinate. They easily cross the
divide between being somewhat obstinate and
being unreasonable. By gaining experience,
making mistakes and getting it completely
wrong on occasion, you learn that being unreasonably
obstinate gets you nowhere. And when
a person learns how far to go, they can harness
the benefits of being self-willed.
Unique strategy
aartsenfruit conducts business in a distinctive
way. The company is not a follower. It does not
look at other companies to replicate their
performance. This family business has its own
strategy, which is reflected in all aspects of the
business: commerce, staffing, culture, and
renovation and expansion, to name just a few
areas. Everything is done in a
unique manner. It is etched in the
company’s DNA.
In the DNA
Right from the start, being quirky has been part
of the company, which can be
traced back to the Aartsen family.
The people who lead an organisation,
company or department
influence their colleagues. This situation is no
different at aartsenfruit, where quirkiness filters
down from above. The leadership style sets the
tone for the organisation as a whole. This
approach has achieved success for more than
110 years. Obviously, being quirky is not the only
way to succeed in business, because there are
countless organisations that do things differently
and are also very successful. However, for
aartsenfruit, this approach bears fruit.
In practice
Steadfastly pursuing a strategy is also a form of
being quirky. For example, aartsenfruit doesn’t
work with chain stores and the company does
not do exports itself, even though its competitors
do and aartsenfruit has sufficient opportunity to
follow suit. Yet these strategic choices are well
considered, as aartsenfruit does not fall in line. Yes,
this attitude could certainly be considered quirky.
The company also takes a unique approach to
recruiting staff. They don’t headhunt staff from
other companies; aartsenfruit trains its own
employees. While some have said that this
strategy makes aartsenfruit a training institute for
others, it’s largely a training institute for aartsenfruit
itself because its employees are generally
very loyal, simply because they enjoy their work
and receive the recognition that they deserve.
Quirky employees
Of course, Jack Aartsen has clear ideas and views
on how the company should be run, but he
appreciates everyone’s input. Opposition is
indispensable. The directors and management
team certainly influence the company’s development.
They improve everything with their ideas,
plans and experience. Aartsenfruit wouldn’t
become better, more successful or more fun if its
directors and management team consisted solely
of yes-men and -women. Everyone has their own
point of view, contributes something unique and
ultimately influences the joint decisions. Being
somewhat quirky and constructively stubborn is
also necessary for the commercial department to
function properly. Yes-men and -women and
people who quickly change their minds don’t
really add value to the commercial team.
Right from the start, being quirky
has been part of the company,
which can be traced back to the
Aartsen family.
Quirky partners
What is expected of partners? Cooperating
with partners internationally works best if you
see eye to eye when it comes to standards,
values, beliefs and cultures. If it clicks, both
parties get the best out of working together. If
there are no similarities, or only a few,
cooperation is often short-lived. A relationship
based on mutual trust works better among
like-minded people. Quirky partners also offer
input, ideas and developments from which
aartsenfruit can learn and grow. Note that you
don’t always have to agree completely,
because there are partners who are even more
quirky and stubborn than aartsenfruit. However,
when working on the basis of mutual respect,
recognition and common commercial ground,
there are endless possibilities.
Critical customers
At the other end of the spectrum, you have
aartsenfruit’s customers. Being quirky or, more
specifically, critical isn’t an unfamiliar characteristic
of the company’s broad customer base.
Critical customers keep an organisation alert
and on its toes, while quirky customers ask
questions that ensure everyone’s attention.
Such customers also force the company to be
critical of itself. In this capacity as well, they are
indispensable.
Genuine compliment
Distinctive, self-willed, quirky. If the outside world
sees aartsenfruit as quirky, the company takes it
as a genuine compliment. Now that’s what you
call typical aartsenfruit.
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41

Cooking up a change: Het Eglantierken in Hoogstraten
Het Eglantierken
in Hoogstraten
averse
to culinary
whims
For many years, nonstopfresh
magazine (called Refresh back
then) was a welcome guest at
restaurant Het Eglantierken in
Hoogstraten, Belgium for the
Cooking up a change column.
Now, we are back to talk with
owner Kathy Joosen and chef
Niels van Mechelen. Something
else has returned: a delicious
recipe.
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43

New style
The previous chef left Het Eglantierken several years ago and Niels
has been in charge of the kitchen ever since. He gradually reorganised
the kitchen to his liking; after all, it is only logical that he has
his own style, taste and opinions. Kathy: ‘We really had to develop a
new style. Although difficult at first, it quickly fell into place.’
Open kitchen
‘We changed everything’, Kathy says. ‘The open kitchen is new,
we adapted the interior and the lighting is new as well. A more
homey atmosphere was created. Paying attention to the guests is
very important at Het Eglantierken, which was part of the reason
for choosing an open kitchen. The open kitchen creates much more
contact between the guests and the kitchen staff, which includes
cook Maarten. That’s good and really pleasant, because it is much
easier for them to get reactions from the guests’.
No whims
They overhauled the menu, of course. Hoogstraten is home to many
dining establishments and it is imperative to stand out. In this case,
they chose quality. ‘We’re averse to any culinary whims in the kitchen.
In order to cook well, we use fresh and high-quality products.
We opted for a three-course menu at a fixed price. In addition, there
are several pricier dishes available to order. With four starters, four
mains and four desserts, we offer a varied menu’, Kathy explains.
New lunch menu each week
‘Another way to stand out is by offering a different lunch menu each
week. As we are really good in doing so, it attracts a lot of people’,
Kathy continues. ‘We always post the menu on Facebook, and it’s
fun to see that people really respond to it. In addition to the fixed
lunch menu, guests may also order à la carte. We are flexible and
welcoming, we think along with our guests and we try to honour
their wishes.’
Wine and beer
Het Eglantierken has a novelty: the beer sommelier. Niels is excited
to talk about it. ‘We have given specific wine recommendations
alongside the dishes for years. The more exclusive wines are also
available by the glass, all depending on the food. Our guests really
appreciate it. At some point, we decided to recommend certain
beers to go with the dishes. We work with a beer sommelier. Although
we are always looking for new things, they have to fit who
we are. In this case, it fits Het Eglantierken perfectly. Delicious and
surprising combinations can be made with beer.’ Kathy adds: ‘We
have a beer list featuring really lovely and different beers. There are
even people who choose a beer first and then pick the food that
goes with it, because they really want to have that specific beer. We
see that there are quite a few people who don’t drink wine but do
like beer.’
From bicycle to sports car
Kathy: ‘As we have a fairly small team, we are very much in tune
with one another and the guests can see that as well, of course. Het
Eglantierken attracts a diverse clientele. There are people who come
by bicycle and people who park their flashy sports car. They all share
the wish to enjoy good food as well as to receive a warm welcome
and friendly service.’
On the right track
Success does not just happen. It is important to work very hard every
day and to change with the times. Kathy and her team try to ask
the guests the right questions and they listen to the guests, making
sure that everyone is happy. As Kathy sees it, if you are no longer
able to pay attention to your guests, you simply have to call it quits.
‘We’re on the right track now. You never know what the future will
bring, but I would like to continue along this path. We make people
very happy by surprising them with attention and delicious food.
Business has never been better. That’s quite something, isn’t it?’
Cooking up a change: Delicious spring dish
Smoked
eel with
beetroot
and apple
Ingredients (serves 4)
• 8 beetroots
• salt and pepper to taste
• 1 pomegranate
• 7 Jonagold apples
• butter
• 2 limes
• 1 star anise
• 1 blade of lemon grass
• pinch of sugar
• 350 g smoked fillet of eel
• 2 tbsp balsamic syrup
• 2 tbsp extra virgin olive oil
• 2 jars of brown beech mushrooms
• 1 bunch of chervil
Preparation
1. Boil six unpeeled beetroot in salted water.
2. Rub off the skins under cold running water and put the cooked
beetroot in the refrigerator to cool.
3. Cut the pomegranate in half and tap a spoon against the rind to
release the edible seeds. Divide the halves into pieces.
4. Peel six apples and cut into pieces. Lightly sauté the apple in butter
(without browning the pieces) together with the juice of one lime,
star anise, lemon grass (sliced into two pieces) and a pinch of sugar.
Cover the pan and leave the apple to finish cooking slowly on low
heat.
5. Remove the star anise and lemon grass. Using an immersion
blender, purée the apple into a smooth cream. Add a small pat of
butter and lime zest at the end. Transfer the apple cream to a pastry
bag or squeeze bottle and put in the refrigerator to cool.
6. Cut the smoked eel into pieces (about 2 cm).
7. Slice the beetroot and one apple into neat, long, narrow strips and
season with the juice of one lime, balsamic syrup, olive oil, pepper
and salt.
8. Sauté the beech mushrooms for a few minutes in butter, season with
salt and pepper.
If you want to add an extra touch to this dish, finish it with beetroot
powder. To make this powder, slice two raw beetroot very thin and dry
in the oven on baking parchment at 90 degrees Celsius for two hours.
Allow the beetroot slices to cool slightly and then use a mixer to blend
them into a fine powder.
To serve
1. Place the beetroot onto the plates and divide the slices of smoked
eel between them.
2. Neatly squeeze dollops of apple cream on top of the beetroot.
3. Divide the pomegranate and beech mushrooms between the plates.
4. Finish with beetroot powder and sprigs of chervil.
Seasonal products
At Het Eglantierken, they do not necessarily look for trendy new
products. Currently, using all sorts of flowers as garnishes is popular,
but Niels and Maarten do not feel obliged to embrace this trend.
‘What’s really fun is to bring back old-fashioned products, such as
parsnip, celeriac and beetroot, to use them in a surprising way. Beetroot
shows up in the recipe as well. To me, beetroot and apple is an
ideal combination. Pomegranate also works nicely. It is delightfully
fresh, springlike and perfectly suited to making at home. I really
enjoy using seasonal products. It’s absolutely wonderful, especially
in the spring, of course.’
Kathy and Niels have several fabulous beer
and wine recommendations for this fresh dish.
Framboise Boon - Boon Brewery (Brouwerij Boon)
This spontaneously fermented beer is made from young lambic, aged in
wooden barrels with 300 grams of ripe raspberries per litre and a small
added amount of sour cherries. The perfect marriage of the delicate lambic
flavour and the velvety ripe raspberries make Framboise Boon (5%) a
pleasant rosé aperitif beer. The acidity of the lambic goes nicely with the
acidity of the apple and the beetroot, contrasting beautifully with the
oiliness of the eel.
“If you are no longer
able to pay attention to
your guests, you simply
have to call it quits.”
beer
& wine
recommendations
Weingut Claes ‘Feinherb’ Riesling
In the Mosel wine region, the term feinherb refers to an ‘off dry’ wine, which
applies to this lovely German Riesling from Weingut Claes. The delicate
minerality of the wine brings excitement and balance with concurrent
beautiful fruit tones such as wild peaches and apricot. It offers delicious
freshness combined with a gorgeous sweet and sour balance.
Laibach ‘The Ladybird’ Chenin Blanc – Stellenbosch
Laibach proves that the Chenin Blanc can do fine without wood as well.
The 25-year old ‘bush vines’ deliver the best of this grape variety: ripe,
exotic fruit in the nose (pineapple and white peach) that also clearly comes
to the fore in the mouth and gives the wine quite a bit of body. A touch of
oiliness gives this South African wine superior culinary aspirations, while its
sufficient acidity makes it just as suitable as an aperitif.
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- aartsenfruit – Asia column -
'From country to country'
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.
*Welcome back in the column!
When do you know
you're Asian?
If you're good at
maths, travel in
groups and always
have at least 25 kg
of rice in your
suitcase...
How do you cram 15 Dutch people in a
car? By throwing a 10-cent coin onto the
back seat... What do you call a very rich
Chinese man? Cha Ching... Who is the
only Chinese rapper? Vanilla Rice...
Who enjoys this kind of humor?
Humor is a global phenomenon, or is it?
Everyone has a sense of humor, but do
people in different parts of the world enjoy
the same jokes? Why is it that people from
different cultures don't always get each
other's jokes and why do we think it's
strange that people in China don't laugh
at our jokes or vice versa?
Diuliun and Guanxi
While people in our culture often make jokes
about politicians, dignitaries or other
people's personal lives, this topic is
something that people in Asia tend to avoid.
The royal family is the butt of many jokes in
the Netherlands, but would that still be the
case if you were thrown in jail for deriding
the royal family, as you are in Thailand?
In Asia, you should also take care to avoid
jokes that would cause someone to lose
face in public. We call that notion 'diuliun' in
Chinese. From a cultural point of view, the
respect that one receives from others is
extremely important. Such relationships are
referred to in Chinese as 'guanxi'. Guanxi is
very important in Asia. You develop
relationships that go from friendship to a
true family bond. This process makes it easy
to do business with each other, because the
foundation is very strong. Since it takes time
to get to that point, people are highly
invested in developing this status. For this
reason, jokes that attack status are
unthinkable. Western culture often uses
humor as an outlet for any frustration that
one feels towards authority, or even towards
your boss. In China, where there's still such a
rigid hierarchy, being rude about someone
is therefore really something to avoid. So
definitely don't expect anyone to laugh at
these kinds of jokes. And if your job is
important to you, don't make any jokes
about your boss.
Humor across generations
As I wrote above, a sense of humor isn't
universal: what is fine for one person can
really annoy someone else. One very clear
development is that the world is becoming
smaller all the time. In a country such as
China where the authorities like to control
online content and public perception, they
also have to deal with a large population,
around 500 million of whom are always
online on their phones. The spread of
content, likely including satirical films about
politicians, is a development that cannot be
separated from the younger generations.
That's because they have access to and
contact with the outside world, where taking
the mickey out of those in power is generally
an accepted phenomenon.
Try to see the joke
In sum, it's clear that humor can be fun,
but it's also easy to take a joke the wrong
way. Before anyone feels offended by the
few poor jokes in this column, I do want to
remind everyone that laughter is healthy. It's
also important to bear in mind that jokes
are not usually intended to hurt anyone. Life
is serious enough, so it'd be really tough to
spend this many hours at the office without
people having a sense of humor. Think
about it! And before I forget: if you've read
this column without laughing at least once,
you simply do not have a sense of humor.
At least that much is clear...
Menno van Breemen
Colophon
nonstopfresh
magazine is
published by
aartsenfruit Breda B.V.
Heilaar-Noordweg 9
4814 RR Breda
P.O. Box 9555
4801 LN Breda
www.aartsenfruit.com
marketing@aartsenfruit.com
Belgium
Editor in chief
Jack Aartsen
Editorial board
Brigitte van der Pluym
Frank Poppelaars
Stefan Verhaar
Hans de Regt
Onno Brouns
Text
Stefan Verhaar
Nicole Roelands
Translation
Metamorfose
Vertalingen B.V.
Photography
Frank Poppelaars
Design and
realisation
Just in Case Communicatie
Etten-Leur
www.just-in-case.nl
SuperRebel B.V.
Breda
www.SuperRebel.com
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