The Fruit Service Collective has been operational since June. The service company from Meer specialises in the storage, ripening and packaging of avocados in particular, for third parties. "We saw a demand from importers, exporters, as well as retailers for a service provider for such exotic products. For now, we still focus specifically on avocados, but from 2025 on we will take the next step to mangoes, and in the future we could expand to all products suitable for ripening," Evy van Gastel of Fruit Service Collective explained.
The company, an independent business unit of MAGO Holding, saw the light of day this summer and, according to Evy, stands out through its ripening technology. "We also offer a full service package of customs clearance, quality control, distribution and logistics support. However, we particularly believe that we are distinctive through our ripening technology. Indeed, with regard to ripening, we are moving away from conventional ripening and betting on Softripe technology, which won the Silver innovation award at Fruit Logistica in 2019," she explains. "It's self-learning AI technology, where the fruit ripens in gas-tight chambers under stress-free conditions, with the system always in communication with the fruit. It then knows exactly, based on the respiration of the fruit, what the fruit needs for an optimal ripening process. That is, the fruit ripens as homogeneously as possible."
"In addition, the fruit is not forced, which creates a significant shelf-life extension of the fruit combined with optimum flavour and a significant reduction in wastage, sorting and electricity costs. Certainly the extended shelf-life is of course very important for supermarkets, among others, for on-shelf, but also in the context of sustainability. All in all, a win-win situation for all parties involved. We unburden, the grower benefits from less wastage and the customer benefits from optimal shelf life."
Service for third parties
And such a solution was therefore in demand from the market, Evy points out. "After a thorough screening of the fruit service market in Europe, we found that there is a growing demand for service providers that focus on expertise, product focus and customer intimacy. A total unburdening of customers. We are not the only ones in the market offering such a service, but in combination with this ripening technology, which is truly an innovation. Meanwhile, some companies have implemented the Softripe technology, but they do not offer a service for third parties. In that respect, we really are a frontrunner."
"The technology is also different from, for example, coating, which has been introduced in the past to extend shelflife," she continues. "In fact, there are some doubts about that, because coating shuts off the respiration of the fruit. Then the outside looks good, but there are still sometimes problems with the inside of the fruit. As a result, there was a need for a new way of ripening and this one is catching on."
Exporters, importers and retail
So it turns out, because now the Fruit Service Collective already takes care of several customers in the sector. "We particularly focus on exporters, importers and retailers. After all, we saw a trend that large exporters within, but especially outside Europe, want to get more of a foothold in Europe, but mostly sit with a lack of knowledge of the European mentality and required specifications. In doing so, we want to offer support to direct parties by unburdening them."
"Among importers, we see that the avocado market is becoming slightly more saturated every year, making it difficult for traders to differentiate themselves from competing counterparts. With our ripening service, we want to give them the opportunity to be distinctive, so that these companies can also offer an RTE range under their own brand. Finally, we can add value for retailers in the ripening and packaging of its product. An opportunity to work even more directly, without intermediaries, bringing them even closer to the source. I think we can be an added value for all these parties within the chain through this unburdening package."
Expansion opportunities
The Fruit Service Collective's premises are in Meer, Belgium, where it has extensive facilities at its disposal. "We are actually located just across the Belgian border, close to the Dutch A16 and Belgian E19, giving us access to the ports and the rest of the Netherlands and Belgium in no time. Moreover, it is a nice base to surrounding neighbouring countries, such as Germany and France. We have a 6600m² warehouse available here. In a first phase, this warehouse is equipped with 10 Softripe ripening cells of 24 pallet spaces each and cold storage for 1135 pallets. In a second and third phase, we plan to expand with several ripening cells and full automation of machines. On top of that, we have further expansion opportunities with an adjacent warehouse of another 6600m², including offices, so there are more than enough opportunities to grow in the coming years together with our customers/partners through our holistic approach."
For more information:
Evy Van Gastel
Fruit Service Collective
Tel: +32 3 200 41 70
[email protected]
www.fruitservicecollective.eu