Dec_2018_uk

nonstop
fresh/
magazine
for the fresh
produce sector
December 2018
Read online: www.aartsenfruit.com

Proud of our nons
We are proud of our brands. And of our brand managers. They make
sure all our brands stay nonstopfresh, both now and in the future.
Menno
van Breemen
Okuku
and Grandezza
Leo van
der Giesen
Yami
and Mamba
Pascal Stabel
Bart Gouw
Tooty
and Capito
Bob Maris
Grandezza
and Yami
Youp
Meeuwissen
Greenz
Richard
Uijtdewillegen
UNO
Hollands Glorie

topfresh brands
Jasper van
der Sandt
UNO
Niels
van Nunen
Roy Nouws
Hollands Glorie
Aart
Bezemer
Smile
Mamba
Arco van
de Klundert
Grandezza
Jack Aartsen
Nonstopfresh

index/
08/ Santa Claus
How Santa Claus became a brand image.
10/ Typically
aartsenfruit
Our global brands!
22/ Blue Banana
30/ Neuromarketing
Scientific research into how the brain works.
38/ Chinese grapes
in the pipeline
Derek Cheung reports.
52/ Where do you
want to work?
Here, that’s where!
60/ Apple of my eye
This time: Martijn van der Zwalm,
who monitors the brand policy.
70/ Asia column
“Brands are a status symbol.”
And more...
14/ Travel report South Africa
16/ This is what our Christmas looks like: Christmas at aartsenfruit
24/ Nonstopfresh, the movie
26/ Brand enchantment: a column by Rob Scheepers
36/ The brand promise of Aartsenfruit Kids Foundation
44/ Renovation works: extension in Breda and Venlo
50/ Travel report South America
58/ Report Spain: Fruit Attraction 2018
66/ Nonstop in the winning mood
74/ Nonstopfresh 2019
76/ NXT: power
You will find all our private labels in this nonstopfresh magazine as well!
AARTSENFRUIT
PRIVATE LABEL

Foreword Jack Aartsen
nonstop
fresh/
A strong brand? What does this
actually mean? That will always be
a very personal call and it will always
depend on the criteria you apply.
For me personally, a brand is only
strong when it has proved itself in
areas like quality, distinctiveness,
creativity and profitability.

Aartsenfruit always plays the quality card, that’s our major strength.
Although you can also be successful with normal quality, of course.
Otherwise, in my opinion a brand should clearly stand out from the
crowd, be different than the average market player. Maybe the most
difficult thing is creativity, because there’s always a lack of it in this
world. A lot of people think creativity comes easy, but believe me,
in practice it’s very difficult to find. And then, quite simply, a brand
needs to turn a profit. Maybe I’m rather old school, but I still can’t
really identify with brands that you have to keep throwing lots of
money at. Brands which haven’t delivered a single euro of profit
after years of investment. What do I regard as strong brands?
Names like Nike, Coca-Cola, Heineken and Apple are brands that
meet my criteria, and which can truly be called strong brands.
Well, we certainly can’t compete with them; in comparison we’re
still amateurs.
We, as aartsenfruit, are really happy to be working with our brands.
That’s because they are a great way for us to stand head and
shoulders above the rest. We put plenty of time and energy into
creating and building the brands. Besides our actual trademarks
I also see aartsenfruit and nonstopfresh as brands – and we’re
working hard to showcase these brands in the market, too.
Nowadays we need to be more active in the world at large,
especially because we aim to be a good and attractive employer
for the new generation. We’ve had to move with the times here,
because in the past aartsenfruit was fairly modest. Now we’re
presenting ourselves more on social media and in the regions
our branches operate. We too need to rise above the crowd and
that’s just what we’re doing in our own way, every day. It’s up to
others to judge how strong the aartsenfruit brand is.
The year of 2018 is drawing to a close. It was a very good year for
us, but also a year full of events, a slightly chaotic year. Construction
work left and right, integrating new people into our organisation and
preparing for the biggest ICT project in the history of aartsenfruit.
The latter is the greatest challenge for 2019 and at the top of our
priority list. I’m looking forward to it eagerly, with nonstopfresh
energy. And right now my thanks goes out to all our people
who’ve already worked so hard for this, even contributing their own
precious time. Yes, 2019 is going to be a very important year for us.
So to conclude I wish you plenty of enjoyment reading this great,
packed issue of our nonstopfresh magazine. Have a great festive
season together with your friends and loved ones.
With nonstopfresh greetings,
Jack Aartsen
Jack’s foreword
nonstop
fresh/ 7

How Santa Claus
became a brand image
A brief history of Santa’s appearance
Christmas is just around the corner, when we celebrate with family, Christmas trees, traditions, fine food, presents... and Santa
Claus. People all over the world are familiar with Santa’s general appearance. How did this image come into being? Its fans
tend to claim that Coca-Cola was behind the current appearance of Santa Claus. Some people will even believe that Santa was
invented by this company. Neither claim is correct. Even though it did make its mark on Santa’s image, the rich traditions on
which Coca-Cola have drawn are rarely acknowledged.

Saint Nicholas
Once upon a time, long before Santa, there lived a man called Saint
Nicholas of Myra. This fourth century bishop, without whom Santa would
never have even existed, inspired a popular festival in the Netherlands
in the seventeenth century. When local children were given presents on
the birthday of Saint Nicholas, the Dutch feast of Sinterklaas was born.
Sources assert that this persona ultimately derives from Odin, a northern
European deity of mythical standing who was often depicted wearing a
red cloak and a long, white beard. After Dutch colonists had settled in
the United States, they continued the festival there during the
nineteenth century.
Change of characteristics
While the initial festivities closely resembled their Dutch origins,
the American feast day gradually moved from early to late December.
Saint Nicholas himself did not escape change either. When American
artist Thomas Nast first drew an illustration of Merry Old Santa Claus in
an 1881 magazine, his portrayal was sufficiently different from that of
Saint Nicholas. This first illustration marks the start of a characteristic
Santa Claus. These characteristics did change over the following years,
ranging from thick and short to thin and tall, from a stern expression to a
kind countenance.
Stout, red and jolly
In the early 1930s, Coca-Cola was looking to boost sales during the
winter season. The company decided to create a new drinking tradition
around Christmas. To this end, it developed a publicity campaign
starring Santa Claus. Artist Haddon Sundblom was selected to paint
Santa as seen in Coca-Cola commercials. His Santa Claus had a stout
figure, a rugged beard, red cheeks, red clothes and a jolly demeanour.
From the first ad in 1931 until 1964, Sundblom created Christmas
communications, posters and billboards on behalf of Coca-Cola.
Source
This famous image of Santa Claus has become a staple of generation
after generation. Its campaign earned Coca-Cola the reputation of
having designed or even invented Santa. The source of Sundblom’s
Santa is a little known fact, however. Many would be amazed to learn
that Santa Claus already featured in advertisements for mineral water
and soft drinks by American brand White Rock as early as 1915.
Admittedly, Coca-Cola’s Claus bears an uncanny resemblance to
White Rock’s Santa.
Winking Santa
While Coca-Cola may have effectively committed plagiarism, one still
should not underestimate the impact of its Santa Claus. The company’s
global holiday campaigns are largely responsible for popularising Santa’s
appearance and image. Coca-Cola will have been the first in introducing
current Santa to a wider audience. Until this very day, the heart and soul
of Coca-Cola’s Christmas activities is Sundblom’s classic Santa Claus,
warmly winking at the world from the back of the Coca-Cola Christmas
lorry in its cherished commercials. People are well aware that Christmas
cannot commence before they see Santa’s lorry arrive around the corner.
Coca-Cola’s Santa Claus has become a brand.
nonstop
fresh/ 9

THAT’S TYPICALLY
aartsenfruit
THIS TIME:
STRONG BRANDS
Aartsenfruit’s
global brands
What typifies aartsenfruit? How does this family business set itself apart? In our recurring feature
‘Typically aartsenfruit’, we zoom in on these characteristics. Having already written about subjects such
as quality control, the product range, talent development and doing business in Belgium,
this time we are focusing on aartsenfruit’s strong brands.

Ten brands
Aartsenfruit currently has ten private labels:
UNO, Capito, Grandezza, Yami, Greenz,
Hollands Glorie, Mamba, Tooty, Smile and
Okuku. These individual brands are covered
on the following pages. First, we will focus on
the brand strategy and the development of
the brands.
Brand strategy
Each brand is linked with a specific country of
origin. This is a very deliberate choice which
relates to aartsenfruit’s role in the market.
The company mainly sells its products to
retailers and wholesalers. These companies
then sell the products on. The purpose of
aartsenfruit’s different brands is diversification,
to ensure that the individual brands are not
linked too strongly to aartsenfruit. The company
name is never shown on the packaging.
This strategy is paying off fruit for both partners
and clients. Recently, aartsenfruit expanded
its brand portfolio further to include Okuku,
Grandezza and Greenz.
For partners
It might sound odd, but the most important
thing isn’t what the brands do for aartsenfruit
itself. It’s what the brands do for partners
and clients that is important. Aartsenfruit is
a marketing organisation which focuses on
achieving the right price for producers, wherever
they are in the world. Aartsenfruit also provides
its partners with advice on these matters.
While participation in an aartsenfruit brand
might be the right advice for some partners,
it might be completely wrong for others. It is
just an advice, a form of collaboration. In the
end, the decision is jointly made after extensive
consultation.
For clients
On the other hand, there are the wishes of
the clients to think about. This is the reason
why aartsenfruit carefully considers the image
it wants each brand to convey. The company
takes a very close look at the market, current
trends and listens to its clients. One example is
UNO. Clients can have UNO products in their
range all year round, so it’s important that they
know exactly where they stand. The brand has
a trendy image, as required by today’s market.
Development of a new brand
Aartsenfruit develops new brands in its own
unique way. The people at aartsenfruit really
enjoy this kind of work. The process starts
with a country which offers sufficient potential.
Without this vital ingredient, not even the
greatest brand you can think of, will ever be
successful.
In the first instance, the commercial staff are
asked to come up with a name for the new
brand. This is followed by a shortlist from which
the relevant staff can choose. Once the name
(which must also have international appeal)
has been chosen, the next step is the image.
This is established in close collaboration with
marketing partners and includes the font,
colours, logo and packaging. The commercial
staff is involved in the definitive decision once
again. Eventually, a joint decision is made.
This is followed by the most difficult and also
the most challenging stage, which is when the
commercial team introduces the brand to the
partners. They need to be convinced to work
with aartsenfruit to build the brand, even though
the brand is new, has no reputation and is
completely unknown. Starting from scratch is
a huge challenge for all the parties concerned.
Similarities within the portfolio
Apart from the high quality level, the brands
also have other things in common. In general,
they all have short brand names. Although all
the brands have a basic image, they are all real
eye-catchers. The image that the packaging
conveys must be perfect, even when the boxes
are stacked on pallets. The brand must also
be identifiable from a distance of ten metres
and the whole package must be distinctive.
Aartsenfruit does not operate in the mid-market
segment. In that segment, the price is often the
only thing that matters and aartsenfruit is simply
not willing to compete on price. Its products
exist on a higher plane.
No consumer brands
Aartsenfruit develops and markets wholesale
brands. However, UNO has recently also
deployed means of communication aimed at the
end consumer. This developed out of a demand
on the part of the clients. If aartsenfruit can help
its clients, it will. However, this absolutely does
not mean that the company is currently thinking
of developing its brands into consumer brands.
In addition, it is very difficult to develop a
consumer brand for fruit and vegetables.
Consumers are generally only aware of the
major banana brands, although exceptions
include Zespri and Marlene (of which aartsenfruit
is the exclusive distributor). In many cases,
large retailers wish to sell a basic product
(for example unbranded or under their own
brand). Given that most of the market is in the
hands of major retailers, it is very difficult to
establish a brand.
Typically aartsenfruit
Developing, launching and marketing ten
strong house brands is typically aartsenfruit,
as aartsenfruit is probably the only company
doing so at the import level. Not choosing the
easy way out is also typically aartsenfruit!
nonstop
fresh/ 11

Hollands Glorie – The Netherlands – since 1998
Back in 1998, aartsenfruit began with about twelve regional market gardeners, all growing products in the Netherlands. Today, their ranks have
expanded into nearly one hundred growers in total. Hollands Glorie – the ‘Glory of Holland’ – is the name of this brand and we feel it’s appropriate.
Like our imported range, this brand includes a wide and comprehensive range of products: from hard and soft fruit to various kinds of greens and
vegetables. Nearly everything grown in the Netherlands is sold by aartsenfruit under the Hollands Glorie brand.

AARTSENFRUIT
PRIVATE LABEL
Authentic,
homegrown
products
nonstop
fresh/ 13

Aartsenfruit on a voyage of discovery
Travel report
Aussenkehr
is an oasis
in Namibia

This autumn, Leo van der Giesen and Niels van Nunen visited South Africa. Aartsenfruit has been
cooperating with South African growers for years, which means there have been many visits to
that country. This time, however, it was decided that the pair would combine their visit to the ever
interesting South Africa with a trip to the as-yet unknown Namibia. Niels van Nunen will be our
‘tour guide’ in describing the visit to Aussenkehr.
One long road
‘Leo and I set out by car from Stellenbosch,
near Cape Town and drove to Namibia.
Because Namibia only has one airport in the
far north of the country, driving made the
most sense as the region in Namibia where
we were headed, lies in the southernmost
portion of the country. Remarkably, our
journey involved a 750-kilometre stretch
along a single long road – with no exits –
until we reached the Namibian border.
Coming from Cape Town, after the famous
citrusgrowers’ valley, the landscape is
mainly mountains and arid plains where
absolutely nothing can grow.’
Grape cultivation
‘Although Namibia is a fairly large country,
it is sparsely populated with only 2.5 million
inhabitants. Its climate is predominantly dry,
which is not terribly favourable for horticulture
and agriculture. The southern portion of
the country is particularly arid. So why go
to Namibia and to the Aussenkehr region
specifically? Despite the less than ideal
conditions, growers successfully cultivate
grapes here. They’re able to do so thanks to
a river which flows precisely through the area
along the South African-Namibian border:
the Orange River. This river, some 2,160
kilometres in length, runs from a source in the
easternmost portion of South Africa, across
that country and into Namibia,
where it eventually spills into the Atlantic.
In the border region, pump systems allow
growers to irrigate land up to several
kilometres away from the river. This offers
extremely fine opportunities.’
Prime geographic location
‘In general, it’s safe to say that Aussenkehr
is situated extremely favourably for growing
table grapes. In the context of the southern
hemisphere, they hit the market very early,
which gives them a head start on South
African competitors. They begin with early
sweet and prime in week 46. Eight million
boxes of grapes are harvested and packaged
in Aussenkehr within a span of seven weeks.
This is equal to some 2,500 containers
in total; in the busiest weeks, 420 to 450
containers are shipped out per week.
It’s quite a feat. It was interesting to see,
especially knowing that the growers there
are quite focused on getting a number of
new grape varieties going.’
New varieties
‘‘These growers are investing heavily in
the Arra varieties, which belong to the
Giumarra group. New varieties of seedless
white grapes, such as the Arra 15,
are important alternatives for older strains
such as Thompson. So why switch to
these new varieties? It’s simple: they yield
more kilos per hectare and the cultivation
process is easier to manage.’
In-field packing
‘One trend that’s gaining ground in Namibia
is in-field packing. As the name suggests,
this involves selecting and packaging grapes
in the field immediately after harvesting.
That’s quite different than what most people in
South Africa are still doing: harvesting in bulk,
then transporting everything to a warehouse for
refrigeration and packaging. The method that’s
being applied in Namibia, when done properly,
offers the major advantage of extending the
shelf life of the grapes.’
Many possibilities
‘We visited a truly special place.
The Aussenkehr region currently has over
2,000 hectares of grapes being cultivated.
During the seven-week production period,
18,000 people work under brutal conditions
(such as an average temperature of over
45 degrees) to deliver high-quality products.
Everywhere we looked, there was something
amazing to see, and it was fantastic to be
there and experience Aussenkehr first-hand.
The growers there are constantly working
to develop and automate their agricultural
processes. They’re never content with ‘good
enough’ – and that drive is palpable when
you’re there. It is a region with plentiful
opportunities and we’re keeping a close eye
on those chances.’
Willem Visser (Silverlands)
f.l.t.r. Leo and Niels (aartsenfruit)
nonstop
fresh/ 15

This is what
our Christmas
looks like

Roel Striekwold
Venlo
- What is your favourite Christmas song?
Actually I like all kinds of music, including Christmas
songs. I’m always happy when music is playing.
- What do you like to eat at Christmas?
Sweet and sour rabbit. It’s a traditional Limburg
recipe which we make at home or at my girlfriend’s
grandmother’s house.
- What do you like most about Christmas?
Getting together with family and friends. We had a
baby in April, so this year will be extra special.
- Which Christmas shows do you like to watch on TV?
If I watch TV at all, I’ll join my girlfriend on the sofa and
we will generally watch Home Alone.
Ignace van Nuffelen
St. Katelijne-Waver
- What is your favourite Christmas song?
Jingle Bells.
- Who decorates the tree every year?
We have a small tree and we decorate it together.
- What is your favourite Christmas film?
I don’t really have a favourite film, but of course Home Alone is
shown every year. The kids also like to watch Disney Christmas films.
Derek Cheung
Hong Kong
- What is your favourite
Christmas song?
Jingle Bell Rock.
- Are you looking forward to
Christmas?
Yes, it’s my favourite holiday!
- Do you have a Christmas
tree at home?
When I was a kid, we always
had a tree and we decorated
it together.
- What do you like to eat
at Christmas?
It’s good to spend time with
my family and eat together.
I like to eat roast beef,
ham, potatoes and cake..
Laura Potters
Breda
- What is your favourite Christmas song?
Driving Home For Christmas, by Chris Rea,
helps to create a positive atmosphere.
- What do you like to eat at Christmas?
Do you do the cooking yourself?
I like a nice piece of meat or fish. We cook together
and divide the tasks.
- What do you like most about Christmas?
Being together, lovely food, presents on Christmas
Day and spending Boxing Day wandering around
the city or going for a nice walk.
- Which Christmas shows do you like to watch on TV?
We would rather be outside, but if we are watching
TV it would be The Muppet Christmas Carol.
Mathijs Buzeijn
Breda
- What is your favourite
Christmas song?
That kind of music sets the
scene, but I prefer other styles.
- Who decorates the tree every year?
My girlfriend decorates the tree,
and she does a great job.
- What do you like most about Christmas?
I like being together with my family.
I don’t live near them and we get
together at Christmas to eat,
drink and catch up.
- What is your favourite Christmas film?
I remember Home Alone from my youth.
nonstop
fresh/ 17

Jesse van Mierlo
Breda
- What is your favourite Christmas song?
Flappie, by Youp van ‘t Hek.
- Do you have a Christmas tree at home?
We have an apartment which doesn’t
have much space for a tree, but we
do have a modern variant. It’s a kind
of spiral which you can decorate
with baubles.
- Who will you be spending
Christmas with?
My girlfriend and our parents.
We will see everyone on Christmas
Day and then we’ll be together
on Boxing Day.
- What is your favourite
Christmas film?
If we come across Home Alone,
when we’re flicking through the
channels, I’ll watch it again – even
though I know the whole film off
by heart.
Gijs Aartsen
Hong Kong
- What is your favourite Christmas song?
I’m not a huge fan of Christmas music,
but Cose Della Vita, by Eros Ramazzotti,
really makes me think of Christmas.
- What do you like to eat at Christmas?
Do you do the cooking yourself?
I enjoy a nice piece of meat with potato
gratin, preferably cooked by my mother.
My brother Freek and I did the cooking
on Boxing Day last year.
- Who will you be spending Christmas
with this year?
This year, I will be spending Christmas
with my family and my girlfriend Emily.
Steven Joly
St. Katelijne-Waver
- What is your favourite Christmas song?
All I Want For Christmas Is You, by
Mariah Carey.
- Are you looking forward to Christmas?
Yes, it’s a great period. The rest of the year
is all about work, but at Christmas we have
time for each other.
- What do you like to eat at Christmas?
Do you do the cooking yourself?
On Christmas Eve, we eat with the family
and I like to eat game. We will be spending
Christmas Day with my parents, where there
will be a four-course Christmas dinner.
Wim van Loon
St. Katelijne-Waver
- What is your favourite
Christmas song?
There are so many great songs,
but I’ll go for Silent Night.
- Who decorates the tree
every year?
I decorate the Christmas tree
with my wife and my grandson
helps too.
- Who will you be spending
Christmas with?
With my children, all my relatives
and my in-laws. We will be
spending Christmas Eve at home
with the family. On Christmas
Day, we will spend the afternoon
at my place and the evening at
Hilde’s house.
Henk van de Vondervoort
Venlo
- What is your favourite Christmas song?
Last Christmas, by Wham!
- Who decorates the tree every year?
We always have a Christmas tree and we decorate it
together.
- Do you do the cooking yourself at Christmas?
On Christmas Day we will just be at home with the children
and my mother-in-law and we divide the tasks between
ourselves. My son makes the starter, my mother-in-law
prepares the main course and I make the dessert.
- What is your favourite Christmas film?
Scrooge.

Mark van de Wiel
Venlo
- What is your favourite Christmas song?
Actually all the Dutch Christmas songs, by singers
like André Hazes and Grad Damen.
- Who decorates the tree every year?
My girlfriend and her sister decorate the tree and I
take care of the outside decorations.
- What do you like most about Christmas?
Two days of celebrations and getting together with my
parents, in-laws, brothers and sisters is what I enjoy
the most.
Dennis van de Bemd
Breda
- What is your favourite Christmas song?
Driving Home For Christmas, by Chris Rea.
- Are you looking forward to Christmas?
Yes, I enjoy Christmas. I really like getting together with
the family for some nice food and drink.
- What do you like to eat at Christmas?
I like to eat venison and I prefer not to cook it myself.
Thankfully, we are always invited for dinner somewhere.
- Who will you be spending Christmas with?
We will be spending Christmas Eve, Christmas Day and
Boxing Day with our family, because that’s what Christmas
is all about in my opinion.
Marc Peters
Venlo
- What is your favourite
Christmas song?
Do They Know It’s Christmas,
by Band Aid.
- Are you looking forward
to Christmas?
Yes, I think it’s a nice time of
year. I love all the food and I
have a great family, because
of course that’s important.
- What do you like to eat at
Christmas?
My favourite is jugged hare.
I don’t cook it myself, my
girlfriend or my mother tend
to do that. I do help out in
the kitchen, though.
Sven Vercruyssen
St. Katelijne-Waver
- What do you like to eat at Christmas?
I like to eat a lot. We tend to eat fondue with our
youngest relatives – my cousins, sisters, brothers
and their children.
- What do you like most about Christmas?
Being together, socialising and sitting down for
a meal together. It’s great to see relatives who
we don’t normally see very often.
- Which Christmas shows do you like to watch on TV?
We don’t have time for that and it doesn’t appeal
to us either. We all sit around the table and talk
to each other.
Sabrina Hung
Hong Kong
- What is your favourite Christmas song?
Rudolph The Red-Nosed Reindeer.
- Who will you be spending Christmas
with this year?
With my friends. We will sing karaoke
and play games and Mahjong.
- What do you like most about Christmas?
Sales! And presents.
- What do you like to eat at Christmas?
Do you do the cooking yourself?
We don’t generally do the cooking
ourselves, we tend to order something
like sushi and pizza and make a kind of
mini buffet.
nonstop
fresh/ 19

La migliore
selezione
dall’Italia

Capito – Italy – since 2003
‘Italy is a country with many diverse
production areas that are renowned for
their high-quality and (equally important),
delicious products. In South Tyrol, plenty
of sun and cool nights create an ideal
environment for growing apples, while
the dry, sunny climate on the island of
Sicily is ideally suited to grape cultivation.
Weather conditions in the region
of southern Naples are perfect for
growing baby greens such as rocket,
mesclun, red chard, bull’s blood and
baby spinach. These products are
essential ingredients in today’s modern
kitchen. Combine this with the attractive
presentation of the Capito packaging
and you’re bringing a piece of Italy
straight to your customers.’
AARTSENFRUIT
PRIVATE LABEL
nonstop
fresh/21

Hans den Reijer, project manager

Blue
Banana
the foundation
for
the future
Blue Banana? That’s a term that gets you
thinking, right? It’s the name of a large
and far-reaching project at aartsenfruit.
We’re going to replace the existing
computer system with a new system.
And to make sure this process stays on
course, aartsenfruit has appointed project
manager Hans den Reijer.
Many years’ experience
Hans has over 20 years’ experience with change projects in the field of
computer systems. He’s gained this experience on both the client and
supplier sides of the equation. This makes him an all-rounder and gives
him insight into processes which he then applies in live scenarios.
After working for years as an entrepreneur and later as a project leader,
Hans is now interim project manager.
Foundation for the future
‘I’m responsible for the change process at aartsenfruit,’ says Hans.
‘This should create more possibilities for staff and business partners.
With Blue Banana we’re laying the foundation for the future.
Technology is developing at dizzying speed and with a good foundation
here, aartsenfruit can profile itself as a progressive company in technical
terms too.’
Change project
‘We’re selecting a different computer system. But what’s more important,
to my mind, is that we’ve started a change process. The change in this
case is a big one. So it’s important for me to talk to colleagues about
the results they want to achieve and not so much about how to do this.
In this way we hugely increase the chance of success.’
Made-to-measure
Blue Banana is about ‘not doing what others are doing’. Steering our
own course. This fits perfectly with the individual qualities of aartsenfruit.
For years we’ve been thinking about changing the system. In early
2018 there was a plan to begin using a standard software package.
This was actually the reason why Hans was recruited, but he
quickly concluded that a standard package isn’t right for aartsenfruit.
So we decided to work with Thinkwise, a developer of made-to-measure
software solutions.
Optimum preparation
A project group has been set up to ensure an optimum result and is
now making sure that the software developer gets good insight and the
right input. ‘Before Thinkwise started its work, I selected a project team
of six people at aartsenfruit to get a better idea of what we want and to
decide on the right input for Thinkwise. It’s good that we took this time
for optimum project preparation.’
Subproject and evaluation
It’s crucial that the development partner is a good match for aartsenfruit.
This is why Thinkwise is starting with a subproject: FreshFuel. In this
subproject they’re working on the process from buying to commission
settlement. ‘This gives Thinkwise the opportunity to show that they’re the
right partner,’ explains Hans. ‘After delivery of this subproject in February
2019 it will be evaluated and then we’ll decide whether Blue Banana will
go ahead. If it does, then the following projects will be FreshTrade for
sales and logistics and FreshAccount for Finance.’
Making things transparent
Everything needs to go live by the start of 2020, but first of all the
spotlight is on FreshFuel. Aartsenfruit wants to make things
transparent. And so FreshFuel also involves creation of an online
portal where shipping agents can view the status of their shipment,
quality inspections, sales and invoice overviews on a 24/7 basis.
nonstop
fresh/ 23

The makin
of nonstopf
the movie
To understand what goes into being ‘nonstopfresh’,
you have to get up pretty early in the morning.
The film crew tasked with making aartsenfruit’s
new corporate film understands this now, too. They
reported to work at four in the morning to shoot the
first footage and record the ultimate nonstopfresh
moment: the arrival of fresh fruit and vegetables from
all corners of the world. This, essentially, is what it
means to be nonstopfresh and to have the ambition
– day in and day out – to do better, together.
Our corporate film is all about the people who make
nonstopfresh-ness possible, and the aartsenfruit mentality
in general. The story is told without any actors, props or
special effects, and that makes it nonstopfresh as well.
This film is honest about what aartsenfruit is, and what
we expect from our people. It shows that with the right
mentality, perseverance and (most especially) hard work,
you can achieve results.
The nonstopfresh mentality applies to everyone who works
at or with aartsenfruit – and that includes the film crew.
They put in two days of hard graft to make sure every
aspect of working at aartsenfruit is pictured. And to ensure
this depiction does the company justice, and appeals
to potential applicants. Because, after all, that’s what it’s
all about: finding new, nonstopfresh people to make it all
happen – together – each and every day. People who will
roll up their sleeves at four in the morning and get to work,
nonstopfresh-style. Whether you work in the warehouse,
in ICT or the Sales department; even the director of the ad
agency was roped into taking part.
We are incredibly proud of the result. It’s a film that
illustrates, in an amazing way, what has made
aartsenfruit nonstopfresh for over 110 years. And even
more importantly, it shows what will keep the company
nonstopfresh in the future as well.

g
resh,
Images from the nonstopfresh movie. View the entire movie on www.aartsenfruit.com.
nonstop
fresh/ 25

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.
Brand
enchantment
It must have been in mid-November 1989 that my parents sat
me down for a chat. Christmas was coming, and I had a choice
to make that year. Either ‘Father Christmas’ would leave me the
usual heap of presents under the tree, or I could spend that same
amount of money on an expensive O’Neill coat. The coat, then,
would be my only gift that year. Maybe some chocolate, too, but
that was it. I asked for some time to think about it.
For days, I weighed the pros and cons down to the smallest detail.
At that time, O’Neill was undoubtedly the coolest brand of clothing
among the popular boys in the schoolyard. Looking at those hip surfer
types, I was positively green with envy. They had cute girlfriends and
social status. I had a bright orange coat, bought from a cheap shop
two whole years ago. The tag in my coat read ‘Angelo Litrico’.
‘Angelo Litrico is a name brand, too!’ my parents would say, whenever
I started in again on my hopeless whingeing about how cool namebrand
clothing was. My parents did have a bit of a point, of course.
Angelo Litrico was a brand, like Celtics or Leopard. But to me, the point
wasn’t to have any old brand printed on the tags of my clothing – I was
interested in having the right brand. Other than that, I wasn’t terribly
concerned with what the potential coat looked like.
Now it felt like I was finally being given the chance to get in, once and for
all, with the popular bunch. And that perfect, expensive O’Neill coat on
Christmas morning was my ticket.
Fitting in because of what you’re wearing, instead of who you are –
it’s quite sad, when you think about it. But the odd thing, then, is that
the fixation on brands has never really left me. I still attach value to
well-known and cool brands. A relic of my childhood, I’m afraid.
So what did I ask my parents – I mean Father Christmas – for, that
fateful year? I went for the big stack of gifts over the single, solitary coat.
And I’d like to be able to tell you that I did it out of a conviction that
my classmates should like and accept me for who I was inside.
The truth, however, is that in the end, I simply wanted a big heap of
presents. I plumped for quantity. It’s a decision I quietly rued the rest
of that winter, every time I walked into the schoolyard with my orange
Angelo Litrico coat...
Rob Scheepers
More than anything, I wanted to walk around in Levi jeans, a Lacoste
polo and supple Lotto trainers. Like those boys. But my parents refused
to spend money on that sort of thing. So instead, I popped about
in Wrangler jeans and a jumper bought at another cheap shop, with
shapeless trainers of dubious origin. It’s not that I was ashamed, but I
wasn’t fully proud either. The closest I ever came was a rejected pair of
factory-second Levi’s with the trademark red tab cut off the pocket.
‘Bit of a mishap with my little brother,’ I lied to my classmates.

Column
nonstop
fresh/ 27

Greenz – Germany – since 2017
Aartsenfruit has been importing fruit and vegetables from Germany for many years. We are now taking things a step further with the introduction
of Greenz, our own brand for top-quality German products. Our brand strategy has a proven track record. With its striking colours, unique design
and fresh brand name, Greenz has a distinctive appeal! That’s business as usual for aartsenfruit, of course.
AARTSENFRUIT
PRIVATE LABEL
Frische Obst- und
Gemüseprodukte
aus Deutschland
nonstop
fresh/ 29

Neuroscientist Dr Roeland Dietvorst on the brain
”Leave the
conscious
brain in
peace”
In this issue of nonstopfresh magazine we’re focusing on brands. One relatively new field in
brand development is neuromarketing. This involves scientific research into how the brain
works, with the aim of charting people’s unconscious decision-making processes. And it’s really
worth the effort. Because every day people make many thousands of conscious and unconscious
decisions. The great majority of these happen unconsciously, as a reflex. Neuroscience enables
you as brand to capitalise on these reflexive decisions.
In the heart of Rotterdam
We’re in the heart of Rotterdam. The office of
Alpha.One is on the 12th floor of an office building
close to central station and it offers an incredible
panorama view over the city. You can see Rotterdam
in all its details – and that makes it an appropriate
location for Alpha.One’s office. This company
focuses on researching how people make decisions,
using modern technology to zoom in on the brain.
Just like the people on the 12th floor of the Weena
Building can zoom in on the city ‘below’ them,
giving them a better picture of the city. In this
inspiring space we talk to Dr Roeland Dietvorst
(partner at Alpha.One) about neuromarketing.
Motivating the consumer
‘Virtually all marketing is about how you experience
things. Only a small part of the message focuses
on the rational aspects of a product. It’s usually
about colours, perceptions and associations.
That influences the purchase impulse in the
consumer’s brain. If you as brand owner want to
get a handle on your marketing then it helps if
you know how your message is being received by
consumers. This means understanding unconscious
processes in the brain. I call these unconscious
processes a reflexive process, and it takes place in
the old part of the human brain.’

nonstop
fresh/ 31

Market research
‘You gain insight through research. Our
approach to research is very different to
classical market research in which researchers
ask respondents about things like TV
commercials and packaging. We show things
and we measure spontaneous and reflexive
reactions in the brain at the moment that
the marketing material is being processed.
This approach is giving us an even better
understanding of what works and what doesn’t
work in marketing. It’s sometimes said that 95%
of the decisions people make are unconscious.
In my eyes that’s a bit exaggerated. I would say
that, at the most, about half of one’s decisions
are made consciously, but I’m expressing it
mildly.’
” Virtually all
marketing
is about
how you
experience
things”
Fast decisions
People decide unconsciously and fast. Very fast,
says Roeland. When they see a face (in real life
or a photo) then in 1/20 of a second people
know the sex and attractiveness of the face.
At the same time they judge the trustworthiness,
competence and even part of the personality
of that person. If the majority of decisions are
taken unconsciously and fast in the reflexive
part of the brain, it’s important for marketeers
to know how this works and how they can
optimise their communication. How is this field
actually researched?
How do you conduct research?
Roeland answers this question for us too:
‘we conduct research in laboratories with test
persons from specially recruited test panels.
We use two types of techniques here. We do
research into TV commercials using EEGs,
a kind of brain scanning. We look into the brain
and see how attention is allocated from second
to second. Here you can see whether the brain
“switches off” in response to certain scenes or
instead becomes active to process information.
It’s a kind of test for your advertising from
moment to moment. In addition we use eye
tracking. Eye movements are controlled in a
reflexive way. Eye tracking shows you which
elements of, for instance, packaging, a poster or
a website attract attention. Do the test persons
see the logo, does a special offer on the poster
get noticed? Marketeers use this information to
optimise their communication.’
Neuromarketing within reach
The research continues to develop. Now it’s
even possible to use artificial intelligence.
‘We’ve developed an artificial intelligence model,
based on human reactions. On the basis of
15,000 research results, we’ve developed
an algorithm, that precisely indicates which
elements of an image people will view. We call
it machine generated eye tracking and it works
just like eye-tracking, but then without the test
persons themselves. Marketeers can have their
communications tested and improved on an
online platform by way of machine learning.
It works fast and is easy to use. This allows
companies with smaller budgets to apply
neuromarketing as well.’
Leave the conscious brain in peace
‘In marketing it’s important not to aim too much
complex information at the conscious brain.
The reflexive brain is actually always “switched
on” and the other part isn’t. If people need to
“switch on” the conscious part of the brain, this
takes effort and they immediately lose part of
their attention. Moreover, in that part of the brain
people are more critical and less impulsive.
So this often results in fewer sales. Even cars
and homes are often bought on the basis of
decisions by the old brain. Research shows that
people who buy a car or a home on impulse are
often happier with their purchase than people
who have made a considered choice.’
Online
Brands that present themselves online are
happy to use the way the unconscious brain
works. They are using knowledge of the
brain to stimulate sales, a kind of applied
neuromarketing. Roeland Dietvorst gives a
striking example: ‘a company like booking.com
is constantly stimulating visitors to this travel
website. They give consumers the impression
that products are scarce, they tell them that
other people are looking at that specific
product, they say when the product was last
sold, they share good customer reviews, etc.
At booking.com they are continually measuring
and testing the effectiveness of their website.
Some 300 tests are going on simultaneously.
If one of the variants works better, then this
variant is used and after that they apply another
new method to increase the conversions.
They make optimum use of the old brain of
consumers. There are no long texts, but lots
of little icons and countless social proof related
stimuli. Pointing out that many people have
already made a certain choice is a seductive
shortcut for the brain. If you choose what most
people choose, then generally speaking that’s a
safe choice.’
About Dr Roeland Dietvorst and Alpha.One
Dr Roeland Dietvorst studied psychology, with a biological and cognitive emphasis. In his master’s thesis in 2005 he researched how drug addicts
process stimuli, along with the corresponding attention patterns in their brains. He followed this with a PhD in neurosciences. In 2015, together with
Martijn Bakker and Coen Olde Olthof, he set up Alpha.One. Alpha.One brings it all together under one banner: neuroscience, market research and
brand expertise. Alpha.One helps brand owners get a better handle on their marketing by providing insight into how unconscious processes in the
brain affect the purchase decisions people make. Alpha.One works primarily with consumer brands (fast moving, telecom, utility and insurance) and
with financial service providers. Want to know more? Visit www.alpha.one.

Six practical insights
It’s not always necessary to conduct neuroscience research. Many things
are already known. Dr Robert Cialdini has carried out research into the
type of arguments to which people are sensitive during the purchase
process. In his book Influence he describes six principles that activate the
brain and that unconsciously make a positive impression on the brain.
Expressed in brief:
reciprocity.
If you give something away, you build up
a kind of emotional pressure in the other
person to do something in return.
authority.
A company can itself be an authority in
a specialist field, but it can also engage
an authority and link them to the brand.
social proof.
People are more quickly tempted if they
see that other people have done (or
bought) the same. Recommendations in
a web shop can help here.
likeability.
The goodwill factor: people much prefer
to buy a product from someone whom
they like.
scarcity.
People are sensitive to something that is
exclusive or which is in short supply. In
the case of mass products this scarcity
or exclusivity is hard to achieve. But you
can create a sense of exclusivity with
a membership, such as frequent flyer
schemes.
commitment.
If you involve a customer or prospect
in making a proposal or an offer, then
the sense of involvement grows and so
does the chance of success. This is also
known as the Ikea effect. If people rate
an Ikea cupboard or wardrobe, then
they might give it a 7 for the item itself,
but if they have personally assembled it,
they give it an 8.5.
nonstop
fresh/ 33

Solo
los mejores
productos
de España
merecen la
etiqueta de
la marca UNO
UNO – Spain – since 2010
Only the best fruit and vegetables are good enough. Aartsenfruit imports all UNO products directly from Spain, where we partner with the
very best growers. You could say it’s our mission to help everyone discover and experience the taste of sun for themselves – and by doing so,
to enrich the food culture. Sun, the ripening process and flavour concentration make everything taste better.
We also appreciate the simple principles in southern Spain: select the best, fully-ripe products and use locally-sourced ingredients from the
region. In short, we want to make it possible for everyone to enjoy fresh, juicy and nutritious UNO fruit and vegetables anywhere, any time
and all year round. This is what aartsenfruit has been striving to do with the UNO brand since 2010.
AARTSENFRUIT
PRIVATE LABEL

35
nonstop
fresh/

The brand promise of
Aartsenfruit Kids Foundation
While
aartsenfruit
stands for
nonstopfresh,
AKF wants kids
to be happy to
their core!
Teaching children ‘to be happy to their core’:
That is our brand promise. Being ‘happy to your core’
developed out of our strong conviction that health and wellbeing
are inextricably connected with nature and our food.
Everything which we do as a foundation is therefore based
on these four pillars of our four-leaf clover. Strong brands
do what they say. The same is true for our Aartsenfruit Kids
Foundation. At a single glance, we wanted to show you what
we achieved this year for the Apples of our Eye by means of
our supportive and inspirational projects!

In 2018...
1,000 children had fun with the
tastiest teaching package
(Healthy Treats)
‘Stoere traktaties’
Over 250 children received
a surprise in their shoe
‘Sinterklaas’
Wellbeing
(St. Nicholas)
Summer Camps
146 children could spend
Nature
Nutrition
a week at summer camp
Children’s party’s
Health
630 children were able
to attend a party
20 children went to school
feeling self-confident
BusyBee
It’s cool to be happy
to your core!

Grapes from Asia
A bright
future
in picturesque
Yunnan

Chinese
grapes in
the pipeline
China is the world’s largest
fruit producer, exporting
to over 100 countries.
Around 65% of Chinese
exports go to Thailand,
Vietnam, Indonesia, Russia,
Hong Kong, Malaysia and
the Philippines. This article
focuses on the cultivation
of grapes in China. In 2017,
China harvested no less
than 1.5 million tonnes of
grapes, 19% of global grape
production. Although the
main variety is Red Globe, the
number of seedless varieties
has grown in recent years.
nonstop
fresh/ 39

Grapes from Asia

China is the world’s
largest fruit producer,
exporting to over
100 countries
Promising region
Chinese grapes have never formed part of
aartsenfruit’s product range. But at a certain
point, aartsenfruit became interested in the
story behind the remarkable growth in this
market. After Derek Cheung, Allen Wang,
Wayne Jongerius and Menno van Breemen
spent some time immersing themselves in
the market, they decided to travel to the
interesting and promising region of Dali.
They wanted to get to know the products,
growers, region and opportunities better
on location.
Allen lives in China and has in-depth
knowledge of the range of Chinese fruit
available. With his knowledge and experience,
he was the perfect person to help the
team in their search for good growers.
Derek reports on the trip in nonstopfresh
magazine.
Investments and prospects
Menno, Allen, Wayne and I first flew from
Hong Kong to Kunming (a city with around
6,000,000 inhabitants) in the province of
Yunnan. This was followed by a four-hour
journey by train and car to Dali. This city
is located on the south-western border of
China, near Myanmar. The next day we
headed to the mountains where we had
appointments with eight growers. During
the car journey, we noticed that
the infrastructure was new and in excellent
condition. Significant investments are also
being made in this area. Along the way,
we enjoyed the wonderful views of the
numerous farms which are nestling on the
edge of the mountains.
After a two-hour journey we arrived in
Binchuan, the grape capital of Yunnan.
The grape season starts here each year
and slowly moves north towards Xinjiang.
It lasts around four months, so this region
has a long season for grapes.
Stiff competition
Something unprecedented has happened
here. A whole town has been created,
consisting of small vineyards owned by
growers who cultivate and package the
many varieties. Once they have been
packaged, the growers transport their
harvest to the warehouses which are
managed by large companies and where
the further selection and checks take place.
The government has divided agricultural
land between hundreds of families, so there
is some stiff competition. Each family is
extremely dedicated as a result, which also
explains the high quality of the products.
In this region, the growers hardly use any
mechanised equipment during the harvest
and this keeps costs low. The central
location of this region also ensures that
transport times are short and transport
costs to other Asian countries are low.
Modern technology
In China, technological development
is extremely important. For example,
smartphones are an important part of daily
life. When it comes to social networks,
logistics, business know-how and insights,
everything takes place with the help of the
smartphone. It’s impossible to imagine life
without the device. For example, some
growers in Dali are happily using mobile
platforms to promote their grapes.
A global reputation
Agriculture and farming are flourishing
sectors in China. Now that investors
from the US and South America are also
investing heavily in Chinese vineyards,
the quality of the products will continue
to increase on the one hand and more
varieties will be planted on the other.
At the same time, thanks to the efforts
of investors, local growers will use new
methods which will also increase their
production. Allen, Menno and I are
convinced that the agricultural products
from China will reach new quality standards
and gain a global reputation as a result.
The future looks promising here!
nonstop
fresh/ 41

Yami – Asia – since 2012
Yami is aartsenfruit’s brand for top-quality products
from Asia. Thanks to the guidance and support of our
Hong Kong branch, aartsenfruit Asia, we have been
able to find the right local partners to supply Yami
products.
The brand takes its name from a Hindu mothergoddess
and, in Asia, the colour red symbolises
happiness. The branding also includes an abstracted
face with Asian hat.
Through effective product selection and perfect
packaging, aartsenfruit ensures that products like its
Chinese ginger are unique and of absolutely top-notch
quality. Besides ginger, we also sell lemongrass, baby
corn, turmeric, asparagus tips, dragon fruit, nashi
pears, star fruit, pomelos, galangal and okra under
the Yami brand.
AARTSENFRUIT
PRIVATE LABEL

Aartsenfruit
building
on the future
nonstop
How are things going with aartsenfruit’s
construction developments? Various projects are
under way at present and there are some other
new plans in the pipeline. A brief update.
nonstop
fresh/ 45

Breda
New-build premises in use
The initial phase of the office construction project
in Breda is now complete. The new section is in
use and hard work is being done on renovating
the existing office and the farm. A basement has
been put in under the new section. This currently
accommodates the ICT department, but once the
ICT staff has their own room, the basement will
be kitted out as a gym.
Improvements to working comfort
The existing office from 2008 is currently being
renovated to bring it fully up to the level of
quality of the new-build structure. The only aspects
that have been left untouched are its contours,
for example the roof and parts of the façade.
Climate ceilings are being introduced everywhere
to enable cooling through the ceiling, thus ensuring
optimum climate stability. The hightech system
guarantees that fluctuation is minimised and
comfort enhanced.
Former glory
The farmhouse is being restored to its former
glory in the most aesthetically pleasing way
possible. Space is being freed up for the canteen
and informal welcome areas and meeting rooms.
If need be, aartsenfruit will also be able to organise
receptions there. The Aartsenfruit Kids Foundation
is to be assigned its own offices on the farm’s floor,
so that they can continue to be genuinely part of
aartsenfruit. If everything goes according to plan
then the renovation of the office building will be
complete in March/April 2019 and hopefully the
farm will be ready at the same time.
New interior Breda
Renovation farmhouse Breda
New office Breda

Renovation Venlo
Renovation Venlo
New warehouse Venlo
Venlo
Extension to warehouse
The first phase of the radical renovation work in
Venlo is complete too. The warehouse has been
extended by no less than 2,700m 2 . The new
section is fully operational and optimum use is
being made of it.
Doubling area
This does not mean that the activity is winding
down in Venlo. They are now working on extending
the office space. The existing offices are being
extended, which will result in the area they span
doubling. It is not just the commercial division, but
also the canteen, changing rooms and other offices
that are being extended, due to unrelenting growth.
As is the case in Breda, completion of the second
phase is expected in March/April 2019.
New plans
There is more to our construction ambitions than
just these great projects. During the second half
of 2019 a new packaging warehouse will be built
in Breda. Also the offices next to the warehouse
for operations and HR staff and the meeting room
will be extended. This is typical for aartsenfruit:
investing to become better.
nonstop
fresh/ 47

Mamba – South Africa – since 2001
Mamba is another brand that has been an aartsenfruit institution for
over 17 years. Mamba is the brand for South Africa and Swaziland and
supplies us with delicious products nearly year-round – mostly citrus,
grapes, butternut squash, stone fruit and hard fruit.
Some time ago, we came to the conclusion that our Mamba brand
was in need of an update. A sleeker and more modern look, in keeping
with 2018. With its updated logo and fresh orange and green colour
scheme, our Mamba is ready to achieve success for years to come!
AARTSENFRUIT
PRIVATE LABEL

Our
Mamba
brand is
represented
by the best
products
from South
Africa
nonstop
fresh/ 49

Travel report: Chile & Peru
Travel report
Focus on
acquisition
in Chile
and Peru
Aartsenfruit continues to grow and the demand for fruit and
vegetables is increasing, particularly in the Asian market. As a result,
it is crucial that we expand our horizons and introduce ourselves to
potential new partners. Which is why Menno van Breemen and Wayne
Jongerius from aartsenfruit Asia and Arco van de Klundert and
Bob Maris from aartsenfruit Breda recently paid a visit to Chile and Peru.
Bob wrote a report of the trip especially for nonstopfresh magazine.
Wayne Jongerius, Menno van Breemen, Roy Lozano and Paola Garcia (Hass Peru), Arco van de Klundert and Bob Maris

New and existing
The journey began in Santiago, Chile.
Santiago is a modern city with a solid
infrastructure and a well manicured
appearance. The city’s parks are neatly
maintained, there are many lovely buildings
and very little trash on the streets.
Everywhere we went in Chile, we had views
on the imposing Andes Mountains.
During the trip, Menno, Wayne, Arco and
I visited contacts including those we met
during the trade fair in Hong Kong, but we
also stopped by to see existing partners.
We scheduled a few farm visits as well. It is
always educational and interesting to see
where the fruit comes from and how the
production and packaging processes work.
New grape varieties
Chile produces some 90 million boxes of
grapes annually and many of aartsenfruit’s
partners in the country grow grapes as well.
Last season ended on a difficult note and
many partners expect the upcoming season
to be challenging as well. Yet the growers
are also putting intensive effort into new
developments. These days, there’s no denying
the importance of new grape varieties. The
growth in demand is evident and meeting this
demand will require replacing ‘old’ varieties
of grapes with new ones. In Chile however,
it takes three years for new plants to start
producing grapes. Growers, in other words,
must be willing to look forward and invest,
and even then, there are no guarantees.
Opportunities for growth
After a few days in Santiago, we turned
our attention northward, towards the San
Felipe and Los Andes regions. This area lies
a little less than an hour’s drive to the north
of Santiago. The region’s climate makes it
ideal for producing grapes and avocados.
We visited the family owned business
Agricola Brown, where we were welcomed
by Sebastian Brown. He proudly showed us
around the grape fields and warehouse.
The area is truly lovely. From here, on a clear
day, you can see all the way to the highest
mountain in South America: Aconcagua.
Our next stop was Exser, where we spoke
with José Ureta.
Aartsenfruit already received quite a few
containers from the farm last season. This
initial introduction went extremely well and
both parties see plenty of opportunities for
future growth.
Beehives
Immediately afterwards, we paid a visit to
one of Agricola Corpora’s farms, which
grows crops including avocados. We were
given a tour on the farm, which lies in a
mountainous region. A 4x4 jeep is more
necessity than luxury here. We noticed
that the avocado trees are covered with
creeping vines and the fruit grows high on
the trees. There are also many beehives
on the property. As it turns out, these
avocado trees are not capable of selfpollination
and so the bees are needed
to pollinate their flowers.
Onwards to Peru
On the fourth day, we flew from Santiago
to Lima, the capital of Peru. From there,
we boarded an hour-long domestic
flight to Trujillo. With around 800,000
inhabitants, this port town is the country’s
third largest city. From there, we drove
south to visit the farm belonging to
Hass Peru. Roy Lozano gave us a tour.
The company has a 650 hectare spread,
half of which is used for blueberries and
the other half for growing avocados.
Hand picked/hand packed
At the moment of our visit, the blueberries
were being harvested. The fruit hangs
on the bush and here the ripe, darkened
berries are selected and picked by hand.
The berries go into a measuring cup
and the full measuring cups are placed
in shady spots. Later, they are collected
and taken to the warehouse. There, the
blueberries are selected and sorted by
size, and all by hand. The trays are
filled to the desired weight and then
packaged. This careful and impressive
process is known as ‘hand picked/hand
packed’.
We also visited the blueberry fields and
warehouse of another partner, Camposol.
Camposol is one of the largest companies
growing blueberries and other crops.
During peak periods, the company
employs some 10,000 people on a
daily basis and fills 25 containers with
packaged blueberries per day!
Developments
It’s evident that Peru has seen enormous
growth in the past years. Millions are being
invested in major projects, such as for
blueberries, and the government is doing
its part to ensure a solid infrastructure as
well. Enormous investments are also being
made in extensive irrigation projects which
will enable the large-scale cultivation of
crops.
Wayne Jongerius, Arco van de Klundert, Sebastian Brown
(Agricola Brown) and Menno van Breemen
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Arco van de Klundert, José Oreta (Exser),
Bob Maris and Menno van Breemen

Careers at aartsenfruit
Where do you
want to work?
As aartsenfruit is experiencing huge growth, the company is constantly looking for
employees who are ambitious, committed and fit in with the company culture. We met
up with Milou Knevels and Bart van den Beukel to talk about working at aartsenfruit.

Here,
that’s where!
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About Milou and Bart
Milou works as a management assistant in the HR and Operations
department: ‘I assist Frank van der Velden with Operations, which
also includes Human Resources tasks. My duties are highly varied and
I focus on numerous HR aspects. I also provide support to Operations
regarding such matters as the quality policy.’ Bart is an HR officer:
‘Together with Milou, I work on all kinds of staff-related matters with
a particular focus on recruitment. Which people do we need?
Where and how do we find these people?’
A constant demand for new staff
‘Staff turnover is very low,’ says Milou, ‘so growth is the main reason
we are constantly looking for new people. We do this in various ways.
We use adverts and posters, ask employees whether they know
any potential new staff and we also use social media. In addition,
we present aartsenfruit at job fairs and recently also made a film which
paints a personal picture of aartsenfruit. It really shows who you will
be working with.’
Much to offer
‘It goes without saying that we offer excellent conditions of
employment. We also offer jobs with a great deal of variety and
opportunities for advancement. When we have vacancies, we always
look first to see whether any of our existing staff could progress further
up the career ladder. We invest in people by providing courses and
training and our staff is really appreciated for their work,’ says Milou.
Bart continues: ‘there is little hierarchy within aartsenfruit and the
atmosphere is informal. It’s a family business, which is really apparent
from the family feeling within the company.’
Induction programme
New aartsenfruit employees undergo a thorough induction.
Employees who have settled in well, enjoy their work more and also
feel more confident. A good induction is obviously also important
for the continuity of the day-to-day activities. Our comprehensive
induction programme is tailored to the new employee’s role, which is
also a kind of investment.
Giving 100%
According to Bart and Milou, it’s not easy to find good people.
Bart: ‘we look for people with character and discipline who really
want to give it everything they’ve got. Early birds too, because in our
sector we start early and work long days. It doesn’t matter at all if
candidates don’t know much about the products, because we teach
people everything they need to know. It’s very important for people to
get on well with their colleagues and to genuinely be team players.’
Milou adds: ‘when we receive job applications, we always check to
see whether the candidate would fit in with the group. There is a family
atmosphere here and we want to keep it that way. Character and
attitude are very important. You’ll either be a good fit for aartsenfruit,
or you won’t. We’re disciplined, respect each other, have fun and
make sure that everything is well organised. If you feel at home in this
culture, aartsenfruit is a great place for you to work.’
Fun, energy and a family feeling
We also asked Milou and Bart what working at aartsenfruit means to
them. Milou: ‘to me, it means lots of challenges and lots of fun.
I have to sort out many things every day, and I really enjoy it. We do
everything we can for our present and future colleagues, and we do
it as well as possible. It gives me plenty of energy.’ Bart is enthusiastic
too: ‘partly because of the sector we work in, aartsenfruit really is
different from other companies. We work very intensively and there’s
always a challenge. We have an extremely diverse workforce and the
people we recruit are a mixed bunch as well. Nevertheless, everyone
becomes part of the family and there really is a family feeling here.
You can find that same feeling at all of our locations.’

aartsenfruit.com
/jobs
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Make
the world
smile
Smile – Morocco – since 2011
As of recently, the Moroccan brand Smile is back on the map – and how!
Following a makeover, the brand now has a sleek, young look and feel.
While its tomatoes have already proven their quality, there are many
products still to come in this line. The name, Smile, says it all: we hope
every single one of our products will put a smile on your face.
AARTSENFRUIT
PRIVATE LABEL
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Miguel Peragon-Jimenez in Spain for aartsenfruit
UNO-Awards
were the
highlight of
Fruit Attraction
2018
Report
Agricola Navarro de Haro S.L.

The tenth edition of Fruit Attraction Madrid was held this past autumn. With over 1,600 exhibitors and some 80,000 visitors,
it is the second-largest trade fair for the fruit and vegetables sector, after Berlin’s Fruit Logistica. The event was therefore
a fitting ‘trial by fire’ for Miguel Peragon-Jimenez, who made his first trip to Spain on behalf of aartsenfruit. With Richard
Uijtdewillegen, Jasper van der Sandt and Ka Wai Tam, he was in good company while there. Miguel enthusiastically shares
his impressions of the trade fair.
Presentation of the UNO-Awards
‘This was the first time in three years that aartsenfruit
didn’t have its own stand at the fair. Instead, we opted
to spend our time getting to know our partners and
prospects more actively and extensively. It also gave
us more time for the winners of our UNO-Awards.
This award is aartsenfruit’s way of showing its appreciation
for partners who have shown special dedication in helping
us develop our Spanish brand UNO. On the first day, we
presented awards to three companies. Pascual Marketing
supplies iceberg lettuce, cluster tomatoes and celery;
Olé! produces artichokes; and lastly, Greype delivers all
varieties of Spanish melons.’
Greype S.L.
Cuadraspania S.L.
S.A.T. Olé
Pascual Marketing S.L.
Aartsenfruit B.V.
Warm feelings
‘Our focus on that day was mostly on companies that
produce vegetables and soft fruit in Cádiz, Almería and
Murcia. It was great to experience the warm feelings these
existing partners have for aartsenfruit. From what I can
tell, open communication and honesty always get the best
results. The same naturally applies to the potentials we
spoke with in Madrid as well. We’ll definitely be following
up with a few of them, to see if we’re a good fit for one
another. In the evening, Francisco Zayas of Sunaran took
us out to dinner. Francisco is one of our loyal partners who
supplies us with Navelinas and Salustianas oranges for
UNO. We’ve enjoyed close ties with him for years – in fact,
the partnership recently resulted in his participation in the
Singelloop, a running event in Breda the Netherlands.’
More UNO-Awards
‘On the second day, we were once again able to surprise
loyal partners with an UNO-Award. Agricola Navarro
de Haro supplies watermelons and cauliflower, and
Cuadraspania provides us with frisée lettuce. It was great
to see how, within minutes, photos of the award ceremony
were shared on social media. No doubt about it: receiving
this award is always a quite the honour!’
Good food, good company
‘On the second day, we visited a number of companies
that supply stone fruit, along with various vegetable
producers. Together with our colleague from Asia, Ka Wai,
we primarily spoke with potential partners for the Asian
market. These were companies with whom we have an
existing cooperation. We also stopped by some current
partners to catch up. Like the first day, that involved a bit
of tasty jamón and a copa de vino o cerveza. Good food
and good company: it doesn’t get any better!’
Learning opportunity
‘Being relatively new to the company myself, this trip
to Spain was an excellent learning opportunity and an
important chance to absorb the aartsenfruit mindset.
This entire experience has helped me to better understand
how we want to position ourselves relative to our partners
and how we want to establish our profile, both as an
organisation and for each of us as individuals.’
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‘I want
to get
aartsenfruit
seen by
the outside
world‘
Apple of my eye:
Martijn van der Zwalm
So who are the people that are making aartsenfruit a success?
In 13 questions and answers, Nonstopfresh Magazine is
pleased to introduce you to Martijn van der Zwalm.

‘I like being
with people,
because
I gain a
great deal
of energy
from social
contacts.’

1. Could you introduce yourself?
I’m Martijn van der Zwalm, I’m 29 and I’ve been married to
Ellen since 2017. We live in Breda.
2. What do you do at aartsenfruit?
I work in the marketing and communication department, with
Brigitte van der Pluym. Within our department, I am responsible
for all the online and offline communication. I monitor the brand
policy, work on social media campaigns, recruitment campaigns
and all internal and external branding. Brigitte is responsible for
all the events and Nonstopfresh Magazine.
3. What’s your educational background and where did you work
before joining aartsenfruit?
I first went to Hotel Management School. It was a great course, but I was
looking for a bit more depth. I then studied International Business and
Management. Before I joined aartsenfruit, I worked for Texaco as a category
manager for non-food. After two years, I was looking for a new challenge with
more responsibility and that’s when aartsenfruit crossed my path. As a small
boy, I always used to cycle past the company. So I was already aware of it, but I
didn’t really know what went on behind the fences and walls. That was a trigger
for me. I want to get aartsenfruit seen by the outside world.
4. How long have you been working at aartsenfruit?
Over a year now.
5. As a child, what did you want to be when you grew up?
I had catering entrepreneurs in my family and that world really appealed to
me when I was a child.
6. You work on the aartsenfruit brand and all the company’s own
brands. How important are these brands to aartsenfruit?
They are very important. Our own brands are our public face. We have different
brands in each country and each brand is the calling card of the country in
question. The products which we sell under our own brand are aartsenfruit’s
flagship products. Of course we are constantly developing our brands: we are
increasingly putting on a public face so we can also reach the end consumers
via our clients.
7. Is there a brand which really inspires you as a marketer?
I find the Coca-Cola brand hugely inspiring. It’s a rock-solid brand which is
often ingenious in its simplicity. One example of this is the introduction of
Coca-Cola Zero, years ago. A product introduction, with hardly any changes
to the product, which appealed to a large new target group. That’s where my
affinity with marketing started.
8. How do you keep up with developments in your sector?
If we are setting up a new social media campaign, for example, I will do
it together with a partner instead of simply having it carried out. I feel it is
important to know the backgrounds, set goals and choose my own target
group. I also visit seminars and trade fairs and keep up with lots of trade
journals online.
9. What are your hobbies?
My biggest hobby is good food and drink. I love cooking, but I also really like
eating out. I also have a large group of friends and we do all kinds of things
together, from Christmas dinners to golf trips. I like being with people,
because I gain a great deal of energy from social contacts. The same applies
to sport: I play hockey with a team of friends. The world is our oyster and
I also love travelling with Ellen. It’s fantastic, how much of the world you can
see these days.
10. Name one thing that would make your life better.
I’m already perfectly happy.
11. What would you like to change about the world?
It’s not earth-shattering, but it would be nice if people paid more positive
attention to each other rather than negative attention. People often look at
each other critically, but you can also focus on someone’s positive aspects and
qualities.
12. Do you have a personal motto?
No, I don’t have a motto, but I do know a nice slogan: let your smile change
the world, don’t let the world change your smile.
13. What would you like to ask the next person who is featured in
‘Apple of my eye’?
Apart from your activities, what makes your work so enjoyable?
What makes working at aartsenfruit special?
63
nonstop
fresh/

Tooty
the best from
France

AARTSENFRUIT
PRIVATE LABEL
Tooty - France - since 1998
Tooty was one of the first aartsenfruit brands. The brand’s name
needed to be easy to pronounce in other countries as well. A fun fact:
Jack came up with the little elephant logo while reading a children’s
book about an elephant to his son.
The Tooty brand distinguishes itself primarily in the summer with tasty
French summer fruits such as apricots, peaches and nectarines.
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Nonstop in
the winning
Given the products that aartsenfruit sells, it is hardly surprising
that the company encourages people to maintain a healthy
lifestyle. Exercise is part of that too. As sponsor of the Singelloop
run in Breda, the Venloop run in Venlo and the Urban Trail
in Mechelen, we are making sport more accessible to the
general public. However, we have not forgotten about our own
employees. Exercise gives you energy, and work out together is
even more of a boost.
There are so many benefits to exercising: it is healthy, relaxing
and it unifies people. At aartsenfruit we firmly believe that
exercise makes a significant contribution to our team and our
team spirit. Which is why we are training together for the Venloop
run (31 March 2019) and the Singelloop run (6 October 2019),
why we have a fanatical cycling club and why some of our
colleagues will participate in the 2019 Urban Trail Mechelen
together! Anything that energises you, bolsters team spirit and
puts you in a winning mood is fine with us. Let’s go!
Upcoming events:
Venloop Venlo 31 March 2019
Singelloop Breda 6 October 2019

mood
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Always fre
from down
Okuku – Australia – since 2018
Okuku is the youngest member of the aartsenfruit brand family.
The recently-introduced brand represents grapes and citrus from
Australia. Okuku is up-to-the-minute and we’re confident it will prove
unlike anything the market has seen before.
We’ve given the Okuku brand a Pacific-inspired look and feel;
it represents quality here as well. The brand is a bit unusual in its
category – which is good, since we like to do things differently
rather than follow the crowd!

sh ideas
under
AARTSENFRUIT
PRIVATE LABEL
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Asia column

Menno van Breemen, Managing Director of aartsenfruit Asia in Hong Kong since 2012.
‘From country
to country’ with
aartsenfruit
Asia
Brands are tremendously important in Asia. They are a status
symbol and owning them is a top priority. Who cares about going
on holiday if you can wear a Rolex around your wrist instead?
After all, you can show off a Rolex all year round, while a vacation
is more something others won’t notice.
Is it worthwhile to live in a smaller house, but drive a Mercedes?
And why do those Australian grapes in the orange Grandezza
box sell like hotcakes? These are all questions that could have
us asking ourselves if the answer is logical – or we could simply
accept that those things are the reality in Asia. Brands are very,
very important, as is status.
Driving force behind luxury brands
Gucci, Louis Vuitton, Rolex, Chanel, Porsche: everyone is familiar with
these names. These world-famous brands are very much in demand in
the Far East. For many years, the European market was the driving
force behind these brands’ sales. And when people in countries like
China were able to afford them, they jumped at the chance to buy too.
At first in European shops, because it took a bit longer for luxury shops
to make their debut in China. Then, from 2000 on, things progressed
quite rapidly. The urban landscape in major cities like Shanghai
transformed from old and traditional to modern, with flashy neon-lit
storefronts and all the big names. Brands, brands and more top brands.
There’s one big difference between China and places like Europe.
In China, potential customers don’t go into a shop merely to browse.
No, people there enter a shop for a single purpose: to buy. And Chinese
visitors do the same when in Europe. In fact, when you walk into the
Chanel boutique in Amsterdam these days, you’re more likely to hear
‘Ni Hao’ than ‘good afternoon’. That’s because these shops have plenty
of Chinese-speaking sales associates.
China lies with the younger generation: millennial shoppers. These young
people don’t necessarily have a lot to spend, but they would definitely
rather carry an expensive handbag than go on holiday. Here too, status
plays a part. Looking at the distribution of sales in terms of percentages,
it becomes clear how vital the Far East is as a sales market for many
luxury goods. Studies show that sales have increased by more than 20%
in the last year alone. Around 10% of all luxury items sold worldwide
– bags, clothing and jewellery – are sold in China. Since Chinese
consumers prefer to buy luxury items in the country of origin, however,
the purchase of these goods by Chinese citizens actually accounts for
over 30% of all sales worldwide!
Bringing brands to market
At aartsenfruit, we are proud to have the opportunity to promote many
top brands from farmers worldwide in the Benelux and Asian markets.
We do that each and every day, with the same unwavering passion!
We’re proud of our own brands as well. While it’s clearly wrong, the fact
that people are trying to imitate Grandezza is a serious compliment for
the brand. Let’s be clear about one thing, though: the only source for the
‘real deal’ is aartsenfruit!
Menno van Breemen
Where does it end?
The sales market for major brands in China is experiencing uninterrupted
growth. While at the start of the economic boom, only a small fraction
of the population could afford such things, today it’s the country’s huge
middle class that is driving up demand. Yet the true buying power in
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Crece y
florece bajo
el amoroso
sol latino
Grandezza – South America/Australia – since 2016
We introduced our Grandezza brand to the market
in mid-2016. Aartsenfruit imports all Grandezza
products directly from South America and Australia,
where we cooperate, work with the very best
growers. Grandezza products are cultivated with
passion and love. And you can taste that passion!
This is a brand that truly makes aartsenfruit proud.
In recent years, grapes and pomegranates
(among others) have strongly represented the
Grandezza brand. These days, Grandezza also
includes physalis (groundcherries) and passion fruit.
In fact, Grandezza absolutely dominates the Asian
market, where it is the top brand for Chilean and
Australian grapes.
AARTSENFRUIT
PRIVATE LABEL

‘Asian people all
chase the orange
box for quality and
a famous brand in
the markets’
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Wishing you a non
Did you know?
Last year, all aartsenfruit employees received a nonstopfresh Christmas box
and a beautiful Christmas tree for a perfect start of the new year. 2019, here we come!

stopfresh 2019
nonstop
fresh/ 75

Colophon
nonstopfresh
magazine is
published by
aartsenfruit Breda B.V.
Heilaar-Noordweg 9
4814 RR Breda
P.O. Box 9555
4801 LN Breda
Editer in chief
Jack Aartsen
Editorial board
Brigitte van der Pluym
Frank Poppelaars
Stefan Verhaar
Hans de Regt
Onno Brouns
Text
Stefan Verhaar
Translation
Metamorfose
Vertalingen B.V.
Photography
Frank Poppelaars
Design &
realisation
Just in Case Communicatie
Etten-Leur
www.jicc.nl
SuperRebel B.V.
Breda
www.SuperRebel.com
www.aartsenfruit.com
marketing@aartsenfruit.com

NXT
Power
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www.aartsenfruit.com