Green SuperFood, a producer-exporter of premium and sustainable fresh fruit and one of the largest Hass avocado growers in Colombia and Brazil, will launch its new European marketing and distribution arm called Farmers Home Europe at Fruit Attraction 2021 (Stand 6F03A in Hall 6).
Farmers Home Europe, which will be the European office for GSF’s Latin American growers, will directly export Hass avocados year-round to importers and retailers across Europe, the UK and Russia. Backed by a team based in the Netherlands, Spain and Portugal, Farmers Home Europe will support existing GSF customers and expanding retail, wholesale and foodservice sales in other markets.
Farmers Home Europe has identified a number of local partners to help integrate and minimise costs, streamlining the supply chain.
“Green SuperFood expects to reach 1,800 hectares (ha) of production by 2023,” GSF Colombia CEO Baptiste Kervyn explains. “We have our own advanced nurseries that focus on the research and innovation of healthy, sustainable plants from clonal seeds, which truly sets us apart from other fruit producers in the region. The establishment of Farmers Home Europe will add value to our overall proposition through the addition of other products offered by GSF, such as limes, our proprietary AvoInfusion tea (developed with dehydrated natural fruit), and other products coming soon, such as avocado purée, oil and guacamole. We will be in a position where we can supply our own grown fruit for almost 12 months of the year from Colombia and Brazil.”
This approach is complemented by a focus on sustainable production practices, and supported by nutrient-rich soils across GSF’s growing areas. Fruit is grown according to the strictest global quality and food safety standards, including GlobalGAP and BRCS, and under responsible and regenerative production methods using the latest technology.
“We are a planet-friendly company that takes pride in all the positive social impacts that we have on our local communities and the ecosystems with which we interact,” Kervyn says. “With this in mind, we see that our customers with similar strong environmental and sustainable credentials will be our partners well into the future.”
The company’s goal at Fruit Attraction, which opens Monday in Madrid, is to introduce to Farmers Home Europe, and to publicise its new direct, transparent sales and marketing concept, which will provide groundbreaking support to European customers. The group also aims to raise awareness of some of the latest technological developments that it is pursuing in partnership with South American tech companies, such as Avocai, which is a harvest forecasting mobile application.