The pleasure of a perfect avocado

The tastiest avocados, personally delivered. That is Avojoy's trump card. This Dutch label decided to focus entirely on premium avocados. Soon the new concept, 'Your Avojoy', followed. "We could use a bit of fun round about now," says an Avojoy representative.

The perfect avocado - that is what everyone wants, right? Two years ago, that gave Carel van Krimpen the idea of introducing a new brand for premium avocados, Avojoy. "So people could always enjoy the best avocados," says Greenpoint Trading's owner. "Avocados are hugely popular. However, finding the ideal avocado remains challenging for many people. Supermarket avocados are often just that little too hard or soft. And lots of fingers squeeze them. That doesn't do the avocado any good either. There's, therefore, room for improvement."

Avojoy avocados are available year-round. They are supplied to not only wholesalers and hospitality suppliers. But also to (online) supermarkets, greengrocers, and restaurants. As well as the foodservice and catering sectors. All in the Benelux. "Only the best avocados are packaged under this brand. We deliberately choose Hass avocados. We believe they have the best flavor and structure."

"We import these from well-known growing countries. Those include South Africa, Peru, Chile, Colombia, Mexico, and Spain," says Carel. Here, he works with supplier Westfalia. "We strongly believe in pooling expertise to jointly ensure the very best product. In our view, Westfalia is an avocado market specialist."

The company carries out strict quality controls. That is from the moment the avocados arrive at port until they leave the warehouse. "That's also necessary to deliver on our promise. Customers can be sure they're getting only the best avocados."

Customized ripening
Carel says Avojoy was well-received on the market. "The global pandemic brought uncertainty. But retailers, for example, made top sales last year. For hospitality suppliers, however, it wasn't an easy time. Eateries soon devised alternate sales channels, like take-aways and delivery. We gladly brainstormed with our clients and still do. For instance, we supply avocados at various stages of ripening. Those have an extended shelf life," he explains.

"Our avocados are truly custom-ripened. Also, we're flexible when it comes to delivery. And we do all our own deliveries. That's good for contact; we see exactly what's going on. More of our added value lies in our attention to our avocados and buyers. Personal attention and quality are what it's all about. Hence our slogan 'The best avocados brought to you'." Avojoy is expanding to include customers in Germany and Denmark. 

As a follow-on to Avojoy, the new concept, Your Avojoy, was introduced in late 2020. "Your Avojoy delivers the tastiest avocados to private homes. They arrive in a unique, protective, 100% biodegradable box. Now, consumers no longer have to search for the perfect avocado themselves. They choose the package that suits them best," Carel continues.

"There's a starter box with six avocados and a master box with nine avocados. Or a family box with 12 avocados. What's special is that with Your Avojoy, people can decide how they want the avocados to ripen. You can eat the Enjoy Now option immediately. The Enjoy Later avocados can be enjoyed at a later time. The box is neatly delivered to your home a day after being ordered."

Avocados delivered to your doorstep
With this, Your Avojoy is capitalizing on the growing home delivery market. "We expect that market to play an even bigger role in the future. Your Avojoy offers quality and convenience. Also, in this day and age, it has become even more important that not everything is handled. Squeezing avocados is detrimental to their quality and not very hygienic either. All the more reason to start delivering to consumers' homes. And since there's no store involved, the product arrives even fresher," says Van Krimpen.

Unique partnership with Crisp
The icing on the cake came in October when Your Avojoy struck a great deal with Crisp. This Dutch online supermarket's standard assortment now includes Your Avojoy avocados. Now, Crisp customers can easily add Avojoy avocados to their orders. The concept is a first in Europe, and Carel is only too proud of that.

"A composition has been developed especially for this collaboration. It includes three avocados of varying ripeness in a box. You can eat two immediately; the third is ready a few days later. A special sticker on the avocados indicates this. So, we can offer Crisp customers the chance to have a week's worth of perfectly ripened avocados in one order," he concludes.

Carel van Krimpen
[email protected]