The collaboration between Kanzi and Aartsen, initially established in the Netherlands and Belgium, is now expanding to the Far East. In this new phase of the partnership, Aartsen will exclusively handle distribution in the markets of China, Hong Kong, Vietnam, Thailand, and Malaysia.
A well-thought-out plan, developed in collaboration with strategic partners in these markets, aims to elevate sales from 2024 onwards. The first Kanzi apples are already on their way to Hong Kong and Vietnam. “This expansion not only promises exciting opportunities for Kanzi but also provides consumers in the regions with increased access to the taste of Kanzi apples. The quality and prestige of Kanzi, combined with Aartsen’s local expertise, are expected to enhance Kanzi’s visibility in Asia. Yes, we Kanzi!”
Aartsen is a well-established import company with a broad import portfolio sourced from over 700 producers in 50+ countries, and very wide distribution. Weekly, 1200 customers visit one of its 3 locations (in the Netherlands – Breda & Venlo and Belgium – St. Katelijne-Waver) to access a diverse range of fresh fruit and vegetables. Aartsen holds a leading position in the free market in the Netherlands and Belgium. However, its distribution extends beyond these borders, serving customers from the Ruhr area in Germany who load a diverse assortment at Aartsen Venlo. The same applies to areas in Northern France, finding their way to St. Katelijne-Waver branch in Belgium. While 70% is in the hands of major supermarkets, Aartsen focuses entirely on the remaining 30% in the free market.
Brand strategy
With a list of exclusive brands in various countries, including Marlene, Zespri, Driscoll’s, and many others worldwide, Aartsen has demonstrated its ability to secure highly sought-after brands. In addition to partner brands, Aartsen has a clear in-house brand strategy based on the country of origin. “The goal is to offer a wide range of high-quality products under trusted brands throughout the year. Examples include Capito, Grandezza, Mamba, UNO and many others. The expansion into the Far East 12 years ago further strengthened the company’s position for global partners, providing even more value and raising service levels. Aartsen has a significant presence in China, focusing on 2nd and 3rd tier cities. Additionally, they claim to be a market leader in Southeast Asia, importing fruit from over 50 countries”, says Menno van Breemen.
A sensation of taste and growth
One of Aartsen’ recent collaborations is with Kanzi, a club apple with a unique flavor combination of juicy Gala and sweet-tart Braeburn. “This partnership exemplifies how Aartsen embraces brand with potential and aims to promote them in Asia. Kanzi with its perfect sweet-sour balance and juicy crispness, has gained global popularity since its introduction nearly 20 years ago. Currently, Kanzi is the second most produced club apple globally, with ongoing growth. Cultivated on over 3,000 hectares across five continents and available in thirteen countries, Kanzi’s impressive distribution has contributed to its worldwide popularity,” concludes van Breemen.
For more information:
Menno van Breemen
Aartsen
Tel: +31 (0) 765 248 105
Mob: NL +31 (0) 634 371 358
Mob: HK +85 293 198 078
Email: [email protected]
www.aartsen.com