Aartsen has been the market leader in the free fruit and vegetables market for many years. With branches in the Netherlands (Breda, Venlo), Belgium (St. Katelijne Waver), and Asia (Hong Kong), they distribute a complete range to their customers all year round. What makes Aartsen unique in the Benelux is its strong and leading position in the non-retail market. They supply wholesalers, market traders, restaurants, exporters, specialist shops, online businesses, and everything in between daily. In addition to distribution, every branch has a Cash & Carry, where a wide range, flexibility, and top quality are essential. Aartsen is not just an importer and distributor—they are the connecting link between producers and the free market towards consumers.
© Aartsen
With pride and disappointment
"Aartsen is extremely proud of the Zespri brand. However, sometimes you receive news you'd rather not hear. Zespri has decided to end its collaboration with Aartsen as a direct distributor as of 1 April 2025 and appears to be focusing more on the retail market," says commercial director Menno van Breemen. "In our view, this is a misguided strategic decision, and we will continue to contest it with Zespri. But it hurts because Zespri is a brand we are incredibly proud of. For years, we have passionately built this beautiful kiwi brand in the free (non-retail) market. We have always collaborated wholeheartedly with Zespri, helped test new systems, and worked with both our customers and Zespri to position the brand in the right way. That's why this decision is a bitter pill for us. We don't understand the sudden change in direction, but we will have to respect it. It's a decision beyond our control."
Aartsen remains committed to its own strategy: "Every day, we continue to take care of our customers. Our 1,250 weekly Cash & Carry customers can count on us because while our licence as a direct distributor may expire, our commitment to our customers remains unchanged. A complete product range is essential to us, and we will not disappoint our Cash & Carry buyers in this area either. However, our view remains that this is not the right strategic choice. That still stands. Aartsen continues to look ahead, with the same energy and passion that has made us a market leader."
For more information:
Aartsen
Tel: +31 (0)76 52 48 100
info@aartsen.com
www.aartsen.com