Olympic Food Group continues under the name Fruitful Ventures 

The history of Fruitful Ventures dates back to 2001, when Thijs van den Heuvel founded Olympic Fruit. “In the years that followed, more companies joined, including a bakery and a fruit-cutting business. This ultimately led to the establishment of Olympic Food Group as a Shared Service Centre in 2012. This allowed support services such as Finance, HR, and IT to be organized centrally, enabling the companies to focus entirely on their core activities,” says Lennart van den Heuvel, who took over as CEO from his father Thijs in 2018. 

In 2024 consists Fruitful Ventures of trading companies Olympic Fruit, Hoofdman and Roodzant, Fresh Pride, Fresh Pride Serbia, Fresh Pride South Africa, Fresh Pride Singapore, the logistics company Fresh Pack Logistics, the cultivation company Innofruit, and the residuals processor HALF-BAKED. 

“Within our group, we are active throughout the entire fruit supply chain. From our own cultivation activities to logistics, import/export, and residuals processing. The fact that we have our own in-house logistics with Fresh Pack Logistics is unique,” explains Lennart. “Additionally, we operate globally. Within the trading companies Olympic Fruit, Hoofdman-Roodzant, and Fresh Pride, we work with specialized teams. This gives us extensive knowledge of local markets. When we combine that local expertise, we have a wealth of expertise available worldwide.” It also means that Fruitful Ventures is an interesting partner for growers; a destination can be found for virtually every size or class. 

“Changing a company name and developing a new identity is not an goal in itself. However, if we were to do this again, now would be the right time. Olympic Food Group was a name that wasn’t very strong and also caused confusion with Olympic Fruit, one of our companies. Fruitful Ventures, which literally means ‘fruitful companies’, has an adventurous character that aligns well with who we are as a company, as well as who Lennart is as an entrepreneur. We aim to achieve results that benefit everyone, today and in the future. Our pay-off, ‘growing together worldwide’, reinforces this message. The new logo, inspired by the cycles of nature and the seasons, radiates optimism and reflects the core values of Fruitful Ventures,” explains Loes Al, Marketing Manager at Fruitful Ventures. 

Fruitful Ventures will be present next week at the Fruit Attraction in Madrid (October 8-10), alongside Olympic Fruit, Hoofdman-Roodzant, and Fresh Pride. The new brand identity will be showcased there. You can find Fruitful Ventures in Hall 10 (Stand 10B05A). 

About Fruitful Ventures 

At Fruitful Ventures, we are dedicated to making the fruit supply chain smarter and more efficient every day. The companies within our group specialize in the cultivation, procurement, sales, and distribution of fruit. 

• Olympic Fruit 
• Hoofdman-Roodzant 
• Fresh Pride 
• Fresh Pack Logistics 
• Innofruit 
• HALF-BAKED 

Within Fruitful Ventures, the support services for the various companies in the group are centralized. This includes Finance & Control, IT, HR, Marketing, QA, and CSR. 

Contact 

For more information about Fruitful Ventures or any of the companies within the group, please contact Loes Al. 

l.al@fruitful-ventures.com  

+31(0)6 16 63 21 23