Westfalia Fruit

Westfalia Fruit, a global leader in the avocado industry, has completed the acquisition of Greenpoint Trading B.V., a Netherlands-based foodservice company and owner of the well-established Avojoy brand. Greenpoint serves a wide range of customers across the Dutch foodservice sector and has a long-standing partnership with Westfalia Fruit, which laid the groundwork for this strategic move. Click here to read the full press release: https://lnkd.in/ewPKw3-s #leadership #markets #brand

It's Johnathan Sutton! We caught up with Jonathan at the recent Festival of Fresh event on Beanstalk.Global. As the Group Chief Sustainability Officer at Westfalia Fruit, we had a wide-ranging conversation covering his career journey to date, and how that experience supports the crucial role he and his colleagues play in promoting the global avocado sector. We also explored what more can be done to drive fresh produce consumption around the world. Dial in — it’s a great informative watch from Johnathan! Westfalia Fruit - www.westfaliafruit.com On 5 June, we were proud to be part of the Fresh Produce Journal's Festival of Fresh, one of the most respected gatherings in the UK produce calendar. With over 250+ senior industry figures in attendance, the event was packed with insight, innovation, and vital discussion. A big thanks must go to Worldwide Fruit Limited and FreshLinc Ltd for being great hosts and the whole Fresh Produce Journal and Fruitnet team for setting up the event. Beanstalk.Global - www.beanstalk.global To identify exceptional talent for your business, or to explore your next career-defining opportunity, contact the expert team at Redfox Executive Selection - www.redfoxexecutive.com If your business is driving innovation in farming or fresh produce and you’d like us to tell your story — wherever you are — drop me a DM and let’s collaborate. #JonathanSutton #WestfaliaFruit #SustainabilityLeadership #AvocadoIndustry #FreshProduce #FestivalOfFresh2025 #BeanstalkGlobal #ProduceInnovation #FoodSystems #GlobalAgriBusiness #HealthyEating #FreshThinking #RedfoxExecutive #UKFarming #Fruitnet #FPJ Fred Searle Michael Barker Chris White Nina Pullman Mike Knowles Graham Young Jelle Wigboldus Janine Hatfield Matthew Churchill Guido Paolucci

World Food Safety Day is a moment to recognise the science, care and responsibility behind growing and delivering safe, reliable products to our customers. This year’s theme, Food Safety: Science in Action, reminds us that strong results come from paying close attention at every stage of our process. That is exactly what we do at Westfalia Fruit. Our standards are reflected in the accreditations we hold across the group. Click here to learn more about the accreditations that help us ensure our products meet the highest standards: https://lnkd.in/e8sjx39P #FoodSafetyDay #AvoExperts #Leadership

Our chairperson of Westfalia Fruit, Dr Khotso Mokhele, has received an honorary doctorate from the University of Pretoria in recognition of his extraordinary contributions to science, innovation and higher education in South Africa and globally. We are immensely proud of this achievement, which reflects the legacy of our founder, Dr Hans Merensky. He was a pioneering scientist and philanthropist, and he shaped Westfalia Fruit with a vision to use science for social good. He once said at the opening of the Hans Merensky Library at the University of Pretoria: “This country has given me so much that I am only too happy to be allowed to help it to develop in some way.” His values continue to guide our work today. Dr Mokhele’s recognition is a powerful reminder of the responsibility we carry to continue building on this legacy, using knowledge, innovation and leadership to create a lasting impact. #Leadership #Innovation #Legacy

On Westfalia Fruit farms, we grow our avocados with the confidence that future generations will be able to enjoy these forests, the insects, the birds, and all the other living beings that call this place home.   Kelvin Fowler, our Head of Production in South Africa, lives and works on the Westfalia Estate. This is the birthplace of our company and a reflection of how we look after the rich biodiversity that thrives across all our farms. We are always proud to welcome visitors to our farms, where they can experience firsthand the beauty of our orchards and the natural environment that surrounds them.   Watch the video and see where your fruit is grown.   #AvoExperts #sustainability #leadership

Westfalia Fruit is a finalist for The Webby Awards, the most prestigious global recognition for internet excellence. Last year, we won the Golden Lovie Award and the Lovie People’s Choice Award for European Internet Excellence. Now, we are a global finalist for the best website in the Food and Beverages category. Help us win by voting through the following link: https://lnkd.in/eACZJYym #leadership #marketing #innovation

We are proud that Matthew Churchill, Global Brand Manager for Westfalia Fruit, represented us during a fireside chat at the Corporate Communications Conference in London. Sharing insights into ESG communications relating to the produce industry, specifically the wonderful world of avocados, emphasising the importance of thought leadership, with a commitment to brand and product reputation elevation through effective storytelling as an agent of change for good. The event featured 30 cross-sector leaders sharing insights into expert-led, cutting-edge & result-orientated corporate communications strategies. #AvoExperts #Leadership #Sustainability

We have heard your feedback loud and clear. The same wooden ball in every avocado has become too predictable. That is why, starting today, we are introducing unique and engaging toys inside each avocado. This initiative aims to add a touch of fun and surprise to your avocado experience. We are eager to hear your thoughts. What kind of toys are you hoping to find in your avocados? #AvoExperts #Innovation #April

This is a huge milestone in the avocado industry. Thanks to the collaboration between the R&D team at Westfalia Fruit and the University of New England (AU), we can now better predict early-season avocado yields at various levels, from orchard blocks to farms and regional levels, using satellite technologies and machine learning. In this collaboration, we evaluated a machine-learning-based time series model approach developed over the last decade. Individual models were created for over 629 orchard blocks from 21 farms across five countries. These farms included twelve different varieties and varied in tree ages, phenology, management, and growing environments. The accuracies of the models were assessed against actual harvested yield data for the 2024 season for each block. Avocado yield forecasts are crucial as they provide insights into labour, storage, and transport needs, as well as forward selling to our customers. Accurate yield forecasting remains challenging because current commercial methods are time- and labour-intensive, estimates are provided late in the growing season, and inaccuracies can sometimes exceed 30%. With these new insights, outcomes will be more accurate. Thanks to the R&D team at Westfalia Fruit, including Johnathan Sutton, Theo Bekker, and the University of New England (AU) AARSC’s researchers Dr Muhammad Moshiur Rahmanand Professor Andrew Robson. #innovation #leadership #technology

We are proud that Mel Miles, Head of CSR for Westfalia Fruit Europe, represented us as Chair and Panellist at the InventU Sustainable Future Summit ESG Forum in Cologne. Emphasising the importance of partnerships, Westfalia Fruit has embraced a collaborative approach to sustainability and human rights, sharing and gaining insights from other companies. The event featured representatives from the European Commission, various NGOs, and major global FMCG businesses. #leadership #sustainability #AvoExperts