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The Plant Based Traders aims to make a positive impact in the fresh produce sector

"We offer our customers a unique combination of healthy, exotic flavors and a sustainable vision"

After years of serving the European retail market under the name East4Fresh, Dutch couple Rick Rebergen and Helien Verhagen will now enter the market from Portugal under the name The Plant Based Traders. "East4Fresh was mainly focused on Asian vegetables, but our scope is now much broader as a future-oriented company in fresh and authentic fruits and vegetables. We want to make a positive impact in the industry."

"Since 2016, we have been supplying growing programs to major retailers in Europe. For example, we are a regular supplier to some large German supermarket chains. We strongly believe in specialization and have therefore focused on a number of core products that align with our sustainable vision, in which we want to excel as an organization," Helien says. "Our customized solutions are ideal for supermarkets and other fresh produce trading companies that value quality, innovation, and corporate responsibility."

The largest product of The Plant Based Traders is sweet potatoes, which the company supplies to the European market from Portugal from September to the end of July. "We now sell sweet potatoes in three colors: purple, white, and orange-fleshed, with the latter being the most popular variety. This has really grown from a small operation to a large-scale one. In addition to consistent product quality, it works in our favor that European retailers are moving away from overseas products. With our conventional and organic sweet potatoes, directly from our sustainable cultivation partners in southern Portugal, we are well positioned to meet this demand," Helien explains.

Residual flows of sweet potatoes
"At the start of the season, demand for Portuguese sweet potatoes was somewhat lower due to a large supply from Egypt, but the market outlook for the coming months is very positive. A new and additional development is that in the future, we will start processing the residual flows of sweet potatoes into purees, soups, and crisps, among other products. This is how we add value to the residual flows from cultivation."

"With organic pumpkins, we fill the gap in the European market from May to the end of July, when there is little product available. The South African supply ends then, and there are hardly any Dutch or German pumpkins left on the market. From Portugal, we supply both Hokkaido and Butternut Squash to the market," Helien says. One of the products she has been active with for many years is pak choi. "The market for this Asian vegetable has remained very stable for years. Our big advantage is that we can guarantee continuity and quality 52 weeks a year. While big players often have to pull out, we stay on the mark year-round, and because of this, we have built a strong retail product."

Goconutty
The latest addition to The Plant Based Traders is the white, unroasted young drinking coconuts that the company markets using the Easy-to-Open system under the Goconutty brand. "This product fits perfectly with our mission. The unprocessed coconut water contains many important minerals, such as potassium, magnesium, sodium, and calcium. Unlike many packaged options, our coconut water is 100% fresh and therefore unprocessed. We had a great start with this last year and expect to continue this year. It fits perfectly into the current health trends, making Goconutty a unique product for anyone who enjoys something new, trendy, authentic, and healthy," says Rick.

"With over 30 years of experience, we bring color and variety to the range and inspire our customers with unique exotic products that fit within a sustainable vision. Our niche products not only increase sales but also contribute to a more sustainable world. Sustainability is a key core value for us. We want to ensure that our cultivation partners are committed to environmentally friendly methods and fair working conditions. For example, well before retailers asked for it, we already introduced our plastic-free packaging for sweet potatoes."

"In doing so, we firmly believe in organic cultivation methods. For us as The Plant Based Traders, organic equals healthier food and a healthier planet. Organic vegetables are richer in nutrients and antioxidants, free of synthetic pesticides, and support a natural balance in the ecosystem. Our approach focuses on sustainability: wherever possible, we choose farming methods that promote biodiversity, prevent soil degradation, and minimize environmental impact. With respect for people, nature, and the future, we connect healthy choices with a sustainable world. For us, organic is more than a label; it is a conscious choice for well-being and responsibility," Rick concludes.

For more information:
The Plant Based Traders
Helien: +31683244661
Rick: +31643929900
sales@east4fresh.nl
www.theplantbasedtraders.com