"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."
"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."