Around ten years after launching its internationalization strategy regarding the fruit business, BayWa AG is embedding its fresh produce business in the wholly owned subsidiary BayWa Global Produce Ltd. Based on the new corporate structure with central management, BayWa will strategically develop the fruit and vegetable trade in order to leverage its potential of the growing global demand for fresh produce through investments and partnerships. At the same time, the newly formed company underscores the importance of the fruit and vegetable business through an independent brands and an individual image in the market.
"With this step, we are strengthening the fresh produce segment as a profitable investment and growth driver within the BayWa Group. The establishment of BayWa Global Produce Ltd is a forward-looking milestone to consolidate and further develop our position in the international market," says Prof. Klaus-Josef Lutz, who heads the Supervisory Board of BayWa Global Produce ltd as Chairman of the Board of Management of BayWa AG. Benedikt Mangold (CEO), Bastian von Streit (CFO) and Katelyn Jones (CBDO) are responsible for management. As a result of the reorganization, the shareholdings in BayWa Obst Ltd (Germany), T&G Global Ltd. (New Zealand), TFC Holland B.V. (Netherlands) and Al Dahra BayWa Agriculture LLC (United Arab Emirates) will be transferred to BayWa Global Produce Ltd.
Based on the four pillars of variety development, cultivation, markets and innovations, an overarching strategy is to build purposefully on the existing strengths of the four associated companies in order to jointly position and further develop them in the global market.
"High-quality products are our passion combined with the aspiration to actively shape stable value chains through innovative solutions," Benedikt Mangold says. "This way, we want to create sustainable added value for our partners and for feeding people - guided by responsible and future-oriented action."
In this context, the resilient network, innovative strength and valuable products and brands provide an excellent starting point for differentiation from the competition. "In developing our growth strategy, we place a strong focus on long-term partnerships and ecological, economic and social sustainability aspects, which we want to be guided by and measured against," says Benedikt Mangold, CEO of BayWa Global Produce.
The company underscores its independence with an individual image. Mangold: "Visually, we are building on BayWa's solid foundation and using organic shapes to put our products in the spotlight." He added that the new monochrome design will play a key role in future projects and underscore the company's high standards of sustainability.
BayWa Global Produce
As one of the younger business units, the Global Produce business unit has developed into one of the fastest-growing areas of the BayWa Group. More than 3,000 employees worldwide generate annual revenues of around €1 billion. With its roots in the Lake Constance apple business, BayWa Global Produce is now one of the most important international suppliers of fruit and vegetables. Key milestones in this development were the acquisition of T&G Global Ltd, based in Auckland, New Zealand, in 2012, the majority stake in Dutch exotic fruit and vegetable supplier TFC Holland B.V. in 2016, and the establishment of a joint venture with Al Dahra Holding LLC and the joint entry into the production of fruit vegetables under glass in the United Arab Emirates in 2017.
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