Fruity Line Growing across Europe with healthy benefits.
Mark Bruijn, director since 2008: "We started with the production of fruit salads, some customers also asked for healthy juices. We intended to fulfill this demand in the best possible way."
"Using high-pressure technology allowed us to make fresh juices with a shelf-life of up to 30 days, without compromising on taste or nutritional value, so in 2008 we were the first large-scale player in Europe to produce cold-pressed HPP juices. We identified clear opportunities for our juices as aconvenience product for people to enjoy and get their daily intake of vitamins. Then, in 2013, we sold the fruit salad business and focused all our energy on being a fresh juice specialist. That focus significantly accelerated our growth."
Ahead of the market.
"Our growth has been ahead of that of the market, not just with fruit juices but with vegetable juices too, which were truly innovative. This growth meant having to invest in the future, in machinery, procurement and human resources. But we also had to do a lot of selling. Our product was clearly better, but it was also more expensive than what supermarkets were accustomed to. Luckily for us, consumers are willing to pay for quality and this has
made us one of the fastest-growing companies in the Netherlands. But a position like this obliges you to remain at the forefront and take the next step, in terms of capacity and as an organization. Gilde came on board in 2016. With plenty of experience in food and international growth, it was immediately evident that we were all reading from the same page, and there was excellent chemistry between us too."
Keeping up with the potential.
The sky's the limit.
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See what growth and collaboration can do for a business:
#1
HPP capacity for cold pressed juices in the world
>100
million bottles of fresh juices and smoothies annually
>2.500
SKUs delivered to more than 26 countries in Europe
Year of investment
2016
Industry
Food
Location
Ochten, the Netherlands
Other investments
Retail
Kwantum At home all over the Benelux.
“Back in 2008 supermarkets had no interest in cold-pressed juices. Now they are the future.”
Mark Bruijn, CEO Fruity Line