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Westfalia Fruit demonstrates future of avocados at Fruit Attraction 2025
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Wednesday, 10 September, 2025, 14 : 00 PM [IST]
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Johannesburg, South Africa
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Westfalia Fruit will showcase a series of groundbreaking initiatives that demonstrate its ongoing commitment to innovation and sustainability at Fruit Attraction 2025 in Madrid from September 30 to October 2. From pioneering research in varietal development, to advancing sustainable supply chain solutions and driving market growth through insights and customer collaboration, visitors to the stand will be able to explore how it continues to set new standards for the fresh produce industry worldwide.
Highlights at this year’s show will include:
Unveiling the world’s largest avocado variety library: creating the avocados of tomorrow
It will unveil its unprecedented avocado variety library, the largest of its kind in the world and the foundation of the company’s Orchard of the Future. Containing more than 140 unique avocado cultivars, this living collection is driving a new era of innovation. Advanced DNA technologies, AI and precision breeding are being used to create the avocados of tomorrow, tailored to evolving consumer tastes, new markets and the challenges of climate change.
Pioneering post-harvest sustainability: extending shelf-life and reducing food loss
It will also showcase its collaboration with Swiss agri-tech innovator AgroSustain, presenting sustainable breakthroughs in post-harvest innovation. Together, the companies are trailing Afondo, an edible coating that extends avocado shelf-life while reducing food loss and cutting fungicide use by more than 50 percent. The partnership opens new opportunities for both local and international growers and distributors to extend shelf-life while reducing reliance on chemical treatments.
From supply to strategy: meet the team driving collaborative market growth
Visitors will have the chance to meet Dani Busseni who recently joined as global head of customer marketing and development and the newly established Customer Development Team. The team brings together market insights, commercial strategy, and category management expertise to drive long-term growth. By transforming data into actionable strategies and working closely with leading retailers and foodservice partners, the team is unlocking new opportunities across both fresh and convenience avocado segments. This initiative marks an important step in its commitment to building the future of the category collaboratively, supporting customer success and grower sustainability.
Wim Destoop, chief customer officer Westfalia Fruit, said, “Fruit Attraction is one of the most important stages for our industry, and this year we are proud to showcase the innovations that will shape the avocado category for decades to come. From breeding the avocados of the future to developing sustainable supply chain solutions and collaborating with our customers, we are committed to driving growth in a way that benefits consumers, retailers, and growers alike.”
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