AM Fresh enters Asian market

Mon 03/10/2022 by Richard Wilkinson

AM Fresh Group, a leading global player in genetics, agri-tech and farming, has announced it has acquired a controlling shareholding in Asia-based fresh fruit distributor Fruit-X. The business, which will be rebranded as Fresh Fruit-X, will “spearhead varietal innovation and redefine the produce experience” for consumers in Asia, AM Fresh said in a media release. Fresh Fruit-X will capitalise on the two companies’ respective strengths to provide “best-in-class integrated solutions” to South-East Asian markets, according to the statement.

AM Fresh has a “robust vertically integrated model” underpinned by varietal innovation, with patented table grape and citrus varieties grown across Europe, South Africa, North America and South America. The group also boasts significant agri-tech capabilities and consumer and market intelligence functions.

Fruit-X brings to the table “an accomplished team of market experts,” AM Fresh said, with a fast-growing customer base across Malaysia, Singapore, Indonesia, Myanmar, Vietnam, the Philippines, Hong Kong and the Middle East. Headquartered in Kuala Lumpur, the business has a “consumer-centric” model, supported by a network of infrastructure and service locations across Malaysia and Vietnam.

“Fresh Fruit-X will provide Asian retailers with a reliable global partner for access to premium patented varieties, an efficient supply chain model, a vast global network of growers, year-round quality and consistency, decisive customer and market intelligence, and sustainable practices,” AM Fresh said. “Together, we’ll create exciting experiences for consumers across South-East Asia.”

The formation of Fresh Fruit-X also strengthens AM Fresh’s partnership with Dutch international sourcing company, Everest, expanding the product range and retail customer base in Asia for both companies, according to the statement.

Fruit-X’s managing director Jose Vottero said: “At Fruit-X, we have always highly valued our relationship with AM Fresh and are now proud to call ourselves Fresh Fruit-X. Our company objectives are aligned in providing the most efficient supply of fresh fruit to the South-East Asian market. Our independent strengths maintain a competitive edge by running strong local teams, which have an in-depth understanding of individually marked needs and requirements, while being supported by an industry giant in regard to supply, innovation and technology.”

 

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