Westfalia Fruit

Westfalia appoints new President Europe with a focus on customer experience, collaboration and transformation

Westfalia Fruit, a leading multinational supplier of avocados and a range of fresh fruit, has announced the appointment of Wim Destoop as President Europe from 2 October 2023.

As President Europe, Destoop brings more than 30 years’ extensive experience in Food & Beverages across multiple businesses including Carrefour, Danone and PepsiCo. In his last role at PepsiCo, Destoop was Senior Vice President General Manager for the Business Unit Northern Europe, covering 12 countries.

“Wim will bring a growth mindset with a focus on cross-country collaboration, transformation and optimization starting from consumer needs and connecting with our customers. This will allow Westfalia become a stronger category leader and the preferred partner of our European customers across all channels like retail trade, ecommerce, discount and foodservices,” said Graham Young, Chief Operations Officer Westfalia.

“I’m excited to join Westfalia and bring my leadership and ideas to a dynamic and growing fresh produce sector. I will be looking to truly integrate the European business, creating a stronger customer centric culture,” said Destoop.

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Notes for editors

About Westfalia Fruit

The multinational Westfalia Fruit Group is a leading supplier of fresh and processed produce to international markets, offering a diverse range of quality fruit and related products via its vertically integrated supply chain. Founded 74 years ago on guiding environmental, social, governance & sustainability principles. These practices, premised on the legacy of Dr Hans Merensky are at the heart of all that is done by the Group – “To Do Good”, – of which continue to underpin our approach today.

Today, operating in 17 countries spread over 5 continents, the Westfalia Fruit Group prides itself on advancing sustainable agricultural practices and being a responsible corporate citizen within the communities in which it operates.

As a frontrunner in the avocado industry, Westfalia grows, sources, ripens, packs, processes, and markets accredited avocados across the globe throughout the year. Value-added products include avocado oil, low-preservative guacamole, frozen avocado, and dried fruit.

Westfalia grows fruit in all major origins in the Americas and Africa and sources from partner orchards, giving the Group the most diverse avocado-growing footprint in the world. Westfalia’s dynamic and integrated supply chain from research to the consumer benefits all stakeholders. The Group’s research division, Westfalia Technological Services, is the world’s largest privately funded subtropical fruit research unit. Its dedicated team of scientists and technicians focus on varietal development, innovation, and environmental matters, and provides a pivotal role in defining the future of the global avocado industry.

A supplier of choice to retail, wholesale, and food-service customers, Westfalia operates sales offices in the UK, Europe, North America, Latin America, southern Africa, and Asia. Fruit is packed in diverse formats and expertly ripened to deliver optimal eating quality. For more information visit www.westfaliafruit.com.

Related images

Wim Destoop, Westfalia President Europe.
(Photo: Westfalia Fruit, PR024)



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Danielle Willems
Westfalia Fruit

+27 011 076 8358


Maged Ochoa Ferrazzini

+31 164 317 012





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