Westfalia Fruit, a prominent multinational supplier specializing in avocados and a diverse array of fresh produce, proudly introduces laser etching technology for mangoes. This innovative initiative, spearheaded from its Netherlands operations, effectively removes the need for individual plastic PLU stickers. After rigorous testing and trials, these uniquely lasered mangoes are now available to customers across Europe.
Mathijs Benard, Head of Operations Central Europe, who joined the Netherlands team in March and has actively collaborated with the German operations team, states: “Since joining Westfalia, my focus has been on improving collaboration and efficiency. The introduction of laser etching, which is almost like a tattoo on the mango, has been an exciting project. Not only does it make the fruit stand out in-store, but it also has the potential to save up to 10 million plastic stickers a year. What we can laser on the fruit is only limited by our imagination and customer needs. Currently, we are etching the fruit origin, customer branding, and product reference.”
Strengthening Operations and Expanding Capabilities in The Netherlands
This laser project exemplifies a dynamic collaboration between Westfalia’s resources in The Netherlands and Germany, ensuring the fruit’s quality and shelf life are maintained. Customer feedback has been overwhelmingly positive, prompting plans to broaden the range of etched products throughout Europe in the near future.
Wim Destoop, President of Europe, emphasizes: “Mathijs’ role as Head of Operations Central Europe demonstrates the refreshed structure of Westfalia in Europe. By uniting the expertise of our operations in The Netherlands and Germany with the packing capabilities of the former EuroWest facility, we are well-positioned to ensure continuity and deliver exceptional customer service.”
Joining the Westfalia Netherlands team as Head of Commercial is Marcel van der Linden, a seasoned professional with over 30 years of experience in fresh produce, particularly tomatoes. Marcel expresses: “I’ve certainly joined Westfalia at an exciting time following the acquisition of EuroWest and the combination of the two teams with one clear focus – leading in quality and packing.”
Westfalia’s Poeldijk production facilities showcase diverse capabilities beyond their renowned avocado expertise. These facilities also offer year-round packing solutions for sprouts, capsicum, and other vegetables. “We are committed to providing customers with innovative solutions that showcase our broad services and flexibility,” adds van der Linden. “With state-of-the-art packing lines equipped with robotic technology, we can deliver a variety of pack formats, customized to meet the unique needs of each customer.”