Nonstopfreshmagazine juni 2019 uk

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On track for the next phase Jack Aartsen on the new name, the head office, solidarity and the future
There are plenty of good reasons for sitting down with Jack Aartsen at the impressive wooden table in his office. Firstly, there is his company’s name change: as of today, it is Aartsen. Secondly, the official opening of the new head office takes place today. Both of these developments help to strengthen the sense of family and solidarity. Jack Aartsen talks about these developments through the lens of four issues. The name change ‘The name change is something I have been thinking about for years. That is because the name aartsenfruit does not really cover what we do – it only tells part of the story. If you take a look at the Benelux and our circle of clients, it is obvious that we are aartsenfruit, because we have a good reputation and an established position in the sector. But in recent years, when travelling in the rest of the world, I have regularly experienced that our name raises questions, especially when I am telling someone about our company for the first time. If I am talking to a fruit producer, then it is fine, no problems or questions. But if I am telling my story about aartsenfruit to a vegetable grower, then I frequently get asked why I am interested in his products. After all, what does a company with “fruit” in its name have to do with vegetables?’ ‘For some years now, I have known that the name did not match the content, but I did not feel an immediate need to change it. When we started our nonstopfresh campaign in 2016, my marketing people told me that our company name actually was not correct. In a way, they planted the seed of change back then. Since that moment, I have really given it a lot of thought, but a name change is not something you do on the fly, since it involves so much.’ ‘Now that the new head office is ready, I have taken the leap and chosen a new name. It is a good moment for a change. To make sure we do this properly, we are giving ourselves a year to transform aartsenfruit into Aartsen. We are changing all the external marketing material straight away, but in practical terms it is difficult to replace every pen, doormat and sticker. And besides, it is no longer socially acceptable to chuck something in the bin if it has not been used up or still works well.’ ‘Like I said, the most important reason for the change was the confusion about the fruit/vegetables issue. But there is something else too. In 2002 we became a true family business again, and with the name change we underline the sense of family even more.’ nonstop fresh/ 5
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Page 7 and 8: Aartsen is no place for loners, we
Page 9 and 10: ere for a reason.’ nonstop fresh/
Page 11 and 12: Quality without going overboard Acc
Page 13 and 14: ut do experience, is the that the b
Page 15: Aartsen! They are the beating heart
Page 18 and 19: The latest news from Aartsen Hong K
Page 20 and 21: a full member of the Aartsen family
Page 22 and 23: save the date reveal movie (jack) n
Page 24 and 25: We are Family! According to an old
Page 26 and 27: We are family! Dennis, what brought
Page 28 and 29: Developing with sacrificing qual i
Page 30 and 31: Nonstopf recruitm Aartsen wants to
Page 32: The frontrunners of Aartsen. See yo

Nonstopfreshmagazine juni 2019 uk

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