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13 March 2025
HALF-BAKED wins the Barendrecht CSR Award 2025
On Tuesday, March 11, the presentation of the Barendrecht CSR Award 2025 took place during the Barendrecht Social Business Event. HALF-BAKED was on...
Fruit importer and exporter for Northwest Europe
Fruit importer and exporter for the CIS region and Ukraine
Fruit importer and exporter for the Middle and Far East, Southeast Asia, India, Africa and Southeastern Europe
Specialist in refrigeration, storage and distribution, cross-docking, packaging/repackaging, and the transportation of fresh produce.
Our residue flow processing hub where rejected fruit is processed into semi-finished products
Responsible for the management and development of our own growing locations
Establishment
2001Olympic Fruit was founded by Thijs van den Heuvel. We started out with 4 people on the second floor of the old Pascual location on the Hagé grounds.
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Acquisition of Hoofdman-Roodzant
2008Hoofdman-Roodzant was the first company to be purchased by Thijs van den Heuvel.
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Olympic Food Group
2012In 2012, Olympic Food Group was established to support the companies with shared services such as HRM and Finance. By that time, there were more than 10 companies under the umbrella of the group.
Establishment Innofruit
2013In 2013, for strategic reasons, it was decided to sell some companies and opt for backward chain integration by investing in in-house production. Innofruit was established for this purpose. In 2016, the growing locations in South Africa and Northern Macedonia were added to Innofruit's portfolio.
Establishment Fresh Pack Logistics
2014In 2014, Fresh Pack Logistics was established. In addition to growing, buying and selling fruit, we were now able cool, store, repack and transport fruit.
Establishment Fresh Pride
2016In 2016, Fresh Pride was established to serve the Middle and Far East, Southeast Asia, India, Africa and Southern Europe.
Acquisition Fresh Pride & Hoofdman-Roodzant
2018In 2018, the baton was passed on to the next generation when Lennart van den Heuvel took over Fresh Pride and Hoofdman-Roodzant from his father Thijs.
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Acquisition Olympic Food Group, Olympic Fruit and Fresh Pack Logistics
2020On January 1, 2020, Lennart van den Heuvel also took over Olympic Food Group, Olympic Fruit and Fresh Pack Logistics from his father.
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Fresh Pride Singapore
2022Fresh Pride Singapore was established in 2022.
Establishment Fresh Pride Serbia and South Africa
2023In 2023, Fresh Pride was further expanded to include Fresh Pride Serbia and Fresh Pride South Africa.
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Establishment HALF-BAKED
2024HALF-BAKED, our very own residual flow processing hub, became a reality. This year, we are also taking over part of Greek Grape Company's commercial operations and Olympic Food Group will become Fruitful Ventures.
View our vacancies
3
Sales Manager Europe (Fresh Pride)
As the newest member of our European sales team, you’ll play an important role in shaping the future of the fruit trade. With direct contact with our customers and regular visits, you are key to strengthening our market presence. Together with our sales, import, and back-office colleagues, you’ll bring fresh ideas to the table, help put smart strategies into action, and contribute to our continued growth.
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Purchaser/Sourcer for Hoofdman Roodzant
As a Purchaser/Sourcer for Hoofdman Roodzant, part of Fruitful Ventures, you will play a pivotal role in sourcing the best quality fruits and vegetables. Leveraging an established network of suppliers and growers, your focus will be on maintaining and expanding these relationships while identifying new sourcing opportunities
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Open job application
We are ambitious, fast-growing and always open to new opportunities.
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