we believe that

WE BELIEVE THAT
LIFE IS LESS ABOUT
CIRCUMSTANCE,
AND MORE ABOUT
ATTITUDE.
We too have always followed our instincts, chosen change and gone
after the challenges, instead of waiting for others to move first.
You may ask: ‘So, why should I care about all this?’
Well, because our thirst for change and adventure, and our obsession
with all things challenging is what has led us to some of our best
discoveries and most rewarding victories.
And what this means for you is direct access to the best and most
diverse product range, and the highest quality produce from all around
the globe.
Cool Fresh International.
Attitude. Passion. Guts.
CHOOSE CHANGE.
OUR NAME – TIED TO
THE SEASONS
COOL FRESH - KÜHL FRISCH - FRÍA
FRESCA - FREDDA FRESCA - SERIN TAZE
- FAJNE SWIEŻE - AFKØLE FRISK - SVAL
FRÄSCH - VIILEÄ RAIKAS...
You can change our name into
many different languages, but
the meaning always stays the
same! One thing in the fresh
produce industry which one
cannot change, but which on the
other hand also always is
different, is the coming and the
going of the seasons. Winter
blossoms into spring, spring
bursts into summer, summer
fades into fall, fall whitens into
winter…. Every season is
different from the previous one,
and the influence of climatic
conditions on fresh produce
never ceases to amaze us!
However, often in the fresh
produce business, we take these
seasons for granted. But all over
the world, the seasons dominate
and dictate the production of the
products which we work with.
This makes our industry so
incredibly interesting and
dynamic.
In Europe we are slowly but
surely approaching summer,
whilst in countries in the
summer hemisphere winter is
approaching. And with winter,
also the new citrus season!
Reason enough to spend some
time informing you about our
plans and activities.
STARTING IN JUNE, COOL
FRESH WILL BE MAKING
AVAILABLE A SOLID
VOLUME OF MINNEOLAS
FROM PERU.
PERU
THIS WONDERFUL CITRUS PRODUCT
WILL AGAIN BE PACKED IN OUR
POPULAR FREEDOM FRUIT BRAND.
Since 2003 we have been
building the brand very
carefully, with the focus
always being on top
quality. As an extension of
this philosphy, our
Peruvian partner is a
family concern which has more than 17 years’ experience in
the international markets. The supplying farm is GlobalGAP
certified, and utilises an advanced biological pest and organic
fertiliser system. In line with our commitment to corporate
social responsibility, the company also has as strong focus on
social involvement initiatives, such as a sanitation scheme
which makes sanitary facilities available at workers’ own
homes, and making desperately needed medicines available to
remote areas. Freedom Fruit minneolas will be available in all
sizes, in 15 kg open top display cartons. Packing in buyers’
own brands is possible, dependent on volume and other
commercial aspects.
We have successfully
NAMIBIA
rounded off the
construction and
implementation of a state of the art cooling facility at the
Orange River Irrigation Project, the wonderful farm in which
we are partnered with the Namibian government. With the
new extensions the packing facility covers an area of 3400 m2 ,
and the cooling (and freezing) facility a total of 2000 m2.
These extensions enable the management of the farm to
improve the distribution and quality of our seedless
(pre-Christmas) grapes and melons, as well as the great
vegetables which we produce for the sub-Saharan market.
OUR SOUTH AFRICAN CITRUS SEASON HAS ALREADY KICKED
IN, WITH THE FIRST LOADINGS OF GRAPEFRUIT HAVING
TAKEN PLACE. AS IN THE PAST, COOL FRESH WILL BE COOPERATING WITH
SOUTH AFRICA
EGYPT
LARGE AND SMALL GROWERS, AS WELL AS MAJOR GROWERS’ COOPERATIVES IN ALL
PARTS OF THE COUNTRY.
From Limpopo in the north to Citrusdal in the south, from
Clanwilliam in the west to Addo in the east – Cool Fresh
citrus will be available from the beginning of the season to
the end. We will be offering different brands, including top
quality packed in our own ‘Freedom Fruit’ and ‘Stars in
their Eyes’ brands. Regardless of which brand the fruit is
packed in, our core philosophy applies to all shipments.
Top quality, foolproof food safety, absolute traceability and
fast, efficient logistics.
VERY SOON (END OF MAY) WE WILL START OUR GRAPE
HARVEST IN EGYPT. AS ALWAYS EGYPT FILLS THE VOID BETWEEN
PRODUCTION BETWEEN THE SOUTHERN AND NORTHERN HEMISPHERES.
Our very trustworthy producer-partner will ship red and
white seedless grapes, packed loose and in punnets. Our
program stretches across the season, and will be available
via regular weekly arrivals.
PUMPKINS:
BECAUSE OF VARIOUS REQUESTS FROM OUR CLIENTS, WE
HAVE RECENTLY ADDED AN INTERESTING BUT UNUSUAL NEW
PRODUCT TO OUR OFFERING.
The muscat pumpkin is one of a selected
number of ‘things’ which makes a South
African’s heart beat faster. Used in soups
and stews, even baked over an open fire or
in the oven, the pumpkin is a versatile and
wonderfully nutritious product. On 25 May
our first shipment will arrive in Europe.
Freedom Fresh pumpkins are grown in the
warm and dry climate of the Boland region
in the Western Cape. The farm complies
with all international requirements in
terms of food safety and GlobalGap.
PINEAPPLES: THERE HAS BEEN SUBSTANTIAL
PRESS COVERAGE OF THE TREMENDOUS GROWTH
OF COOL FRESH INTERNATIONAL’S PINEAPPLE
BUSINESS, RESULTING IN OUR DECISION TO
CENTRALIZE AND REFOCUS OUR PINEAPPLE
ACTIVITIES WITHIN A SPECIALIZED BUSINESS UNIT.
MARIO DE GOEDE, AN EXPERIENCED FRESH
PRODUCE EXECUTIVE HAS BEEN APPOINTED TO
MANAGE THE PINEAPPLE BUSINESS, AS THIS
PRODUCT LINE HAS BECOME SO IMPORTANT WITHIN
THE COOL FRESH GROUP THAT IT WARRANTS A VERY
SPECIFIC STRATEGY.
Remaining committed to its
branding strategies, Cool Fresh has
entrenched BonSweet as a ‘sexy and
swinging’ pineapple brand from Costa Rica,
and soon we will be doing a re-launch of Freedom Fruit as a pineapple brand. As one of the
first brands to embrace practical, no-nonsense, ethical trading principles, Freedom Fruit
continues to stand for strong social involvement on the part of Cool Fresh International, its
growers and its customers. In addition to the Freedom Fruit brand, we are also able to offer
pineapples with a Fair Trade certification. Our secret? Solid common sense. We have
entrenched the basics of fruit production in the supply chain: outstanding growing protocols,
stringent harvesting and packing procedures, and the shortest possible shipping solutions. In
this way our clients receive a product which has a great taste and an optimum shelf life.
POMEGRANATES: Early in May we will again be offering
premium quality pomegranates from South Africa and Peru.
Packed in 3,2 kg cartons and available in all sizes, this ‘super
fruit’ is continuing its upwards march. Did you know that
the pomegranate is native to the area of modern day Iran
and Iraq, and has been cultivated in the Caucasus since
ancient times? From there it spread to many Asian areas,
even as far as the Himalayas in northern India. Today, it is
widely cultivated throughout Turkey, Iran, Syria, Azerbaijan,
Armenia, Afghanistan, India, Pakistan, Bangladesh, Iraq,
Lebanon, Egypt, China, Burma, Saudi Arabia, Israel, Jordan,
the drier parts of southeast Asia, the Mediterranean region
of Southern Europe, Peru and South Africa. It has even been
around in California since 1769, which is when Spanish
settlers introduced it!
2
1
3
NEW COOL
FRESHERS
4
1- VONNY BINDA
(Administration)
1- DIRK-JAN VAN ELZELINGEN
(Administration)
2- MARIO DE GOEDE
(Commercial Executive)
3- CHRISTIAAN VAN DER GOES
(Logistics and Customs)
4- DENNIS MOLENAAR
(Commercial Executive)
ON MONDAY 30 APRIL WE WILL BE
CELEBRATING THE TRADITIONAL ‘QUEEN’S
DAY’ IN THE NEDERLANDS. This Dutch royal
occasion has been celebrated for over 100 years and
is the annual official celebration of the Queen's
birthday. However, it is not actually the birthday of
Queen Beatrix, the reigning Queen. The tradition
goes back to 1891, when the holiday was created to
celebrate the August birthday of Queen Wilhelmina.
Queen's Day was moved to April 30 with the
coronation of Queen Juliana in 1948, and has
remained on that day during the current reign of her
daughter Queen Beatrix. Queen's Day is the biggest
orange party in the country, starting the night before
on "Koninginnenacht" (Queen’s Night), when
revelers take to the bars and streets for an all-night
party that lasts until the so-called ‘free markets’ open
at sunrise. These are giant, often city-wide street
markets where young children can sell toys they no
longer want, and adults sell used clothing, records,
books and antiques. In addition to the free markets,
people gather in the city squares to drink and listen
to music. LET’S CELEBRATE!
COMMUNICATION: AT
COOL FRESH
INTERNATIONAL, WE
ARE PROUD OF THE
FACT THAT WE ARE
COMPLETELY
COMMITTED TO
COMMUNICATE – BOTH INTERNALLY AND EXTERNALLY.
THAT BEING SAID, THE FOLLOWING QUOTATION FROM
EPICTETUS, A GREEK PHILOSOPHER OF AD 55-135
GIVES A NEW PERSPECTIVE ON COMMUNICATION.
“WE HAVE TWO EARS AND ONE MOUTH, SO THAT
WE CAN LISTEN TWICE AS MUCH AS WE SPEAK.”
PLEASE CALL US – WE PROMISE THAT WE WILL
LISTEN TO YOU!
THE COOL FRESH TEAM
Cool Fresh International b.v. Handelsweg 40, 2988 DB Ridderkerk, Nederlands
t: + 31 88 3 777 111, f: ++ 31 88 3 777 110, e: [email protected], w: www.coolfresh.nl
Rabobank, Acc. No.: 1278.88.799, IBAN: NL18 RABO 0127 888 799
BIC: RABONL2U
VAT: NL817339668B01
KvK: 24405648