21414_Aartsen_NSFM-Trends_Online_2

nonstop 

fresh/ 

winter 

spring 

with a.o. FRESH SPECIAL. INTERNATIONAL FAIRS. 5 TRENDWATCHERS. 

UNLEASHING THE POWER OF DATA. TRENDING SPORT. BLUEBERRY INNOVATION. 

THE FUTURE OF AGRICULTURE. AND MANY MORE. 

TRENDING | ISSUE 1 | 2024

Karpack b.v. Aanwas 1 4705 SC, Roosendaal. www.karpack.nl 

“The specialist in paper-based packaging 

for the fresh produce.”

COLOPHON 

EDITORIAL 

Jack. 

Dear readers, 

This time, our magazine is all about trends, and in this fast-changing 

world, I certainly can't afford to stay behind at my age. That's why I've 

enlisted the help of my new friend, ChatGPT! This foreword is the result 

of a delightful collaboration between the two of us, and we hope to 

surprise you with a touch of trending inspiration. 

Colophon 

Nonstopfresh 

magazine is 

published by 

Aartsen Breda B.V. 

Heilaar-Noordweg 9 

4814 RR Breda 

PO Box 9555 

4801 LN Breda 

www.aartsen.com 

marketing@aartsen.com 

Coverstory 

Futurist Christian Kromme envisions 

a future in agriculture where 

AI-powered robots streamline 

tasks, allowing farmers to focus 

on social aspects. We asked AI 

tool Midjourney to create an 

illustration for it. The result is 

more imaginative than we could 

have ever dreamed of. That is why 

this cover was chosen because AI 

is trending. 

Curious about the story of 

Christian Kromme? Visit page 46. 

Editor in chief 

Jack Aartsen 

Editorial Board 

Sophie Bruijns 

Hans de Regt 

Kirsten Jacobs 

Ellemijn Hendriks 

Masja van Deursen 

Lodewijk Varossieau 

Arjan Hoekstra 

Copy 

Stefan Verhaar 

Het Champagne Atelier 

Translation 

ChatGPT 

Photography 

Bureau Duizend Dingen 

Boefkik 

Frank Poppelaars 

Illustration 

Marloes de Kiewit 

Design & realisation 

Just in Case Communicatie B.V. 

Breda 

www.jicc.nl 

SuperRebel B.V. 

Breda 

www.superrebel.com 


Chief Executive Officer Aartsen 

"Aartsen and 

ChatGPT welcome 

you to 2024!" 

First and foremost, we want to wish you all a fantastic 2024, where all 

your dreams may come true. In Asia, 2024 is the Year of the Dragon, 

and while we don't fear that our offices will suddenly burst into flames, 

we do hope for a fiery dedication to success and growth! 

As for the new trends within Aartsen, there's plenty to talk about. 

Internally, flexibility takes center stage, whether it's regarding 

workspace, working hours, or how we allocate our time. 

Naturally, we must strike a balance here, as overdoing it is a trend in 

itself. In the realm of IT, we will certainly invest in data usage. Our new 

ERP system, FRESH, is working to our full satisfaction in the Benelux, 

and we're actively working on developing FRESH for our colleagues 

in Hong Kong. The available data will enable us to face the future 

more effectively, and by 'us,' I actually mean all of you—our valued 

customers and suppliers. Because the trends within Aartsen are 

also about providing support, customer-centricity, and delivering 

better service. Yes, you read that right... 

We've also embarked on the construction of our new branch in 

Belgium. Just 500 meters from our current location, we're building 

a state-of-the-art facility equipped with the latest sustainable 

technologies and amenities for our employees. We're already proud 

of it, and we hope this trend continues until the end of the year when 

everything should be ready. Our headquarters in Breda simply became 

too small, which is why we've initiated internal expansion. This means 

multiple moves for many of our colleagues, but work continues 

unabated. By April, everything should be ready, and everyone will 

be situated in new, trendy, flexible workspaces. 

Aartsen remains very much in motion, even on the commercial front. 

We're proud of our collaboration with Kanzi, the apple of the future. 

We'll be promoting this apple variety vigorously in Asia and Europe, 

which promises to be an exciting challenge. 

I wish you all much reading pleasure in this trending edition, and as my 

friend ChatGPT always says, "Collaboration between humans and 

machines yields the most innovative results." 

Enjoy your reading, 


TRENDING | 9

INDEX 

20 

Fresh talk 

Welcome to the big big 

world of Sophie 

48 

Client Délidis 

Fresh products daily 

34 

Travel reports 

Travel reports unveiled 

24 

Fresh food recipe 

Spice up your culinary adventures 

with our irresistible sriracha recipe 

Index 

10 Fresh special 

New construction and sustainability 

34 Travel reports 

Travel reports unveiled 

60 Grower 

The spanish cooperative Alimer 

14 Partner 

The packaging of Hollands Glorie 

43 Guest column 

Italian cuisine 

64 World of Aartsen 

The latest news 

16 Fresh product 

No nuts, no glory 

44 Food waste 

Five ideas against food waste 

67 Column 

Digital transformation meets fruits 

20 Fresh talk 


23 Fresh bites 

Societal trends 

24 Fresh food 

Sriracha recipe 

26 Aartsen Kids Foundation 

Throwback to December gifts 

28 Trendwatchers 

Trending trendwatchers 

30 Data Menno 

Data & Aartsen 

46 Theme article 

Trendwatcher and futurist 

Christian Kromme 

48 Client 

Délidis supplier of fresh vegetables 

50 Innovation 

The trends of blueberries 

and reaps the benefits 

54 We Run Aartsen 

Competing at the highest level 

58 Wall art 

And street art 

68 Sport 

Trending sport at the 2024 Olympics 

70 Fruit logistica 

Fair Hong Kong 

72 Fruit Attraction 

Fair Madrid 

74 Creative talent 

Nikki Langkemper 

76 Fresh bites 

Societal trends 

76 

Fresh bites 

A tantalizing fusion of the hottest 

societal trends and the crisp, 

juicy updates from the fruit and 

vegetable realm 

10 | TRENDING TRENDING | 11

FRESH SPECIAL 

ST. KATELIJNE-WAVER – NEW CONSTRUCTION 

Our new 

building 

in Belgium 

is on trend 

fresh 

special 

Aartsen is at the forefront, even when it 

comes to new construction and sustainability. 

Because it can always be improved, and there 

are always smarter ways, there is a lot of 

attention to sustainability in the development 

and realization of the new building in 

St. Katelijne-Waver. 

The energy challenge in the new building 

is discussed with Frank van der Velden 

and Jasper van der Sandt from Aartsen, 

and especially with the skilled technicians 

contributing to the development of the new 

building: construction advisor Stan Debruyn 

(Design and Building Service) and engineer/ 

energy expert Geert De bruyn (GDb engineering). 

Stan Debruyn, Frank van der Velden, Jasper van der Sandt en Geert De bruyn 

STORING HEAT AT 100 METERS DEPTH 

"We want to build a building that is more 

than double the size of the current one 

and uses less energy. In addition, 

we aim for energy neutrality," says Frank, 

Senior Project Manager at Aartsen. 

The biggest energy consumers in the 

new building are perhaps the cold rooms. 

But a more efficient way has been found to 

deal with them. Geert: "In the new building, 

we are almost independent of external 

conditions by ensuring that the building is 

very well insulated and airtight. Until now, 

in the summer, we mainly lose the heat 

from the cooling machines to the outside 

air. When it's very hot outside, for example, 

during increasingly frequent heatwaves, 

it's much more difficult to transfer the heat 

from the cooling system to the outside air. 

In the new building, we use a geothermal 

coupling. At a depth of about 100 meters, 

the ground is always cool, all year round. 

We transfer the heat to water, and we pump 

that water deep into the ground. In winter 

and in intermediate seasons, we need heat 

to heat the offices, and we do that with 

the residual heat from the cooling system. 

The heat we don't need in our buildings 

during the peak of summer, we pump back 

up in the following winter to contribute to 

heating. That way, we complete the circle." 

EFFICIENCY AND BATTERIES 

The daily operation within Aartsen's 

establishments is energy-intensive. 

In every new building, efficiency is 

improved, including in St. Katelijne-Waver. 

Although efficiency has been tightened, 

there is still a significant need for energy. 

A roof full of solar panels contributes 

significantly to a solution for the 

energy demand. 

Geert says: "The yield and demand for 

solar energy do not always synchronize. 

But the energy we don't need during the 

day, we store in large batteries. 

We use the energy from the batteries in 

the evenings and at night, including for the 

cooling system." 

"We will have the ideal 

combination of panels 

and battery capacity 

in the future" 

Jasper (COO at Aartsen) adds: "This means 

that we remain dependent on the electricity 

grid because the sun doesn't always shine. 

At the moment, we haven't opted for more 

batteries. When you look at the costs and 

benefits, we will have the ideal combination 

of panels and battery capacity in the future." 

Geert: "The batteries have a combined 

capacity of 220 kWh and are expandable 

if needed in the future. The batteries also 

have a second function. In case of a power 

outage, fortunately not very common in 

Belgium, the batteries take over all critical 

processes: they maintain basic lighting and 

prevent a shutdown of the IT." 


FRESH SPECIAL 

ST. KATELIJNE-WAVER – NEW CONSTRUCTION 

BUILDING MANAGEMENT SYSTEM – 

MEASURING IS KNOWING 

"When you start up and use an installation, 

you only experience how it operates in 

practice. Then it's a matter of measuring 

and possibly adjusting," says Stan. 

"This adjustment ensures optimal energy 

management. It's done with the building 

management system. This is a central 

control to manage, monitor, and adjust all 

installations, including climate and lighting, 

within the building. It's an intensive process 

with a role for both Aartsen and Geert, 

but it's the best way to achieve savings. 

After four seasons, the installation is highly 

optimized. Then you have to ask yourself 

if intensive measurements and adjustments 

are still relevant - do those investments 

outweigh the costs? It can always be 

improved, but does it still yield returns?" 

Frank: "Soon, we will have data available 

to see, for example, the best times to adjust 

cooling higher or lower based on the data 

or energy prices." 

"If electricity is cheaper, you can cool 

something extra. At times when electricity 

is expensive, you can run cooling systems 

a bit less aggressively," Jasper continues. 

"The cold room itself and the products then 

act as a buffer. This way, you limit the use 

of expensive energy." 

"As Stan says, lighting is also part of the 

building management system. In terms of 

control, LED lighting responds to movement 

and daylight. If daylight is insufficient, 

the lighting automatically turns on 

and off again, of course. Because the 

lightregulation also works through the 

building management system, it provides 

opportunities to eventually work interactively. 

Settings are then easier to adjust to the 

required situation," Geert explains. 

"This way, you limit 

the use of expensive 

energy" 

BUILDING MATERIALS 

AND INDOOR CLIMATE 

The building materials also influence the 

indoor climate and thus the energy demand. 

"When building an industrial building, 

you have to look at the law of large numbers. 

Budgets are important. This often leads to 

familiar basic materials: panels, traditional 

concrete floors, and steel columns. 

These materials, of course, also evolve. 

They have a very high insulation value, 

so you get the maximum out of those 

products, even if they are prefab," explains 

Stan. 

Frank agrees: "With the same materials, 

we get thicker walls. Soon, we will have 

walls of 16 centimeters, while years ago it 

was only 10 centimeters. We do everything 

to ensure that the cold we put in the cold 

rooms and the building stays inside." 

Geert: "Natural or biobased materials 

were not chosen. Because moisture 

balance in the cold rooms is crucial, 

and such materials are more strongly 

influenced by moisture than regular 

materials." But Stan explains 

that recycled materials are used, 

including recycled concrete for the floor. 

INSULATION VALUE AND AIRTIGHTNESS 

"Together with the insulation value, 

airtightness determines energy consumption" 

says Stan. "The airtightness of the building 

is limited by gaps and cracks. But also, 

for example, dockboards form a source of 

unwanted cold loss and unnecessary heat 

input. A solution has been found for that 

to keep airtightness optimal. It's important 

to perfectly connect materials to each other. 

Everything revolves around detailing. 

To get the detailing right and maintain it, 

we chose to develop a total BIM model. 

So that we can effectively see, study, 

and evaluate every detail of the construction. 

Only then can we continuously share 

information with stakeholders." 

COLLABORATION 

PROVIDES 

POSITIVE ENERGY 

INTENSIVE COLLABORATION 

WITH THE ARCHITECT 

"The whole project requires a lot of 

coordination between different parties," 

says Geert. "The BIM model helps with that, 

but the collaboration with the architect was 

also very intensive." 

Collaboration was again done with 

Grosfeld - Bekkers - van der Velde Architects. 

They have been shaping Aartsen's real estate 

for many years. But due to the regulations in 

Belgium, an executing architect from Belgium 

was added to the team. According to Belgian 

law, an architect is responsible for the building, 

while in the Netherlands, the contractor is 

responsible. It was practical to add the 

Belgian architect Frank Joosen to the team. 

Stan: "The architectural team is very creative, 

and from the start of the construction 

development, we could add our technical input. 

So, every meeting, we had the opportunity 

to bring in our knowledge. It takes a lot of 

energy, but it results in an excellent design 

and ultimately in a building that is completely 

correct and meets expectations." 

What is... 

WHAT IS NET-BALANCING? 

In the new construction in St. Katelijne-Waver, Aartsen can 

optimize energy utilization. Thanks in part to the available batteries. 

As an organization, you can make a portion of the energy in the 

batteries available for net-balancing. This means that you give the grid 

operator permission to briefly charge or discharge the battery to keep 

the grid stable. There are always fluctuations in supply and demand. 

This leads to fluctuations in voltage. If a lot of green energy is produced 

while demand is low, the voltage goes up. A manager can then decide 

to briefly charge such a battery to reduce the voltage on the grid. 

Aartsen in St. Katelijne-Waver is cooperating with this. 

WHAT IS BIM? 

There is still a lot of work with paper drawings in construction. 

But there is a big trend towards the use of a BIM model. BIM is the 

abbreviation for Building Information Modeling. It is a three-dimensional 

digital model of a building. 

An architect creates the design, and then various partners get to work 

on the elaboration of their part of the construction. Each party draws 

and designs in its own program and methodology. All participating 

contractors must provide their knowledge within the conditions of the 

BIM model. Ultimately, all information is brought together in one model. 

It creates a combination of different plans that can be viewed separately. 

In a way, you deliver the building twice: once digitally in the BIM model 

and once physically, the actual building. 

Geert succinctly summarizes it all: "All in all, 

we have sought out the complexity, but that 

was necessary to make the energy upgrade." 

Drawing of the new building 

drawn out as a bim model 


PARTNER 

JAN-WILLEM PASSER OF KARPACK 

KARPACK 

AND AARTSEN 

ARE GLORIOUS 

TOGETHER 

partner 

One of our valued packaging partners 

Jan-Willem Passer 

CEO Karpack 

Just like the Dutch products from our 

own soil, the packaging of Hollands 

Glorie also comes from our own soil. 

These are supplied by Karpack in 

Roosendaal. Aartsen and Karpack go 

back for over 20 years, but it's not just 

the relationship that is sustainable. 

The company itself and the way 

Karpack produces are also focused on 

sustainability: "Of course, sustainability 

is the biggest trend. That applies to every 

company and certainly to the packaging 

industry," says Jan-Willem Passer, 

director of Karpack. 

Sustainable future 

The company is located in Roosendaal and has recently expanded 

with a new production location with a spacious marshalling yard, 

allowing so-called Long Heavy Vehicles (LZV) to dock. The new 

building is connected to the existing building with a bridge, which 

Karpack calls the bridge to a sustainable future. "As a company, 

we do everything to be sustainable. This avoids internal transport 

movements. We also have the roof of our company in Roosendaal 

covered with solar panels, and at one point, we were the largest 

solar park in West-Brabant. Now we are one step further and are 

already considering energy storage in batteries." 

Paper is great 

"In our production process, we are actively involved in sustainable 

developments. We are convinced that paper-based packaging is the 

sustainable solution for a better and livable world. Paper is a great 

product to recycle, so at Karpack, we mainly use recycled paper. 

There are many more sustainable things we do." 

Difficult and delicate 

Jan-Willem indicates that they don't just go with every trend 

and don't follow every trend. "Ultimately, our customers and the 

fresh produce industry set certain requirements for packaging. 

Take, for example, re-usable packaging; that doesn't work for 

packaging raspberries or blackberries. Vegetables and fruits 

are difficult and delicate products in that regard. It requires 

customization. The wishes of our customers always come first. 

Where do you deliver? Just the route there, is it via a well-passable 

road, a bumpy road somewhere remote, or far away. How is it 

stored? Every product and every customer is different." 

A perfect fit 

On Karpack's website highlights , it is mentioned that the company 

can always do a little more when it comes to speed, delivery, 

and customization. "Take, for example, our service level, which is 

very high. The customer comes first for us. 'Can't' doesn't exist. 

We want to completely unburden the customer, in this case, 

Aartsen. And ensure the best quality packaging because that's 

what it's all about. Packaging that perfectly fits the product and 

the brand or company's image." 

Top-notch 

It's not just the packaging for Hollands Glorie that Karpack and 

Aartsen share. It's also the mentality. "For example, we rarely 

or never advertise but rely entirely on word-of-mouth advertising. 

This way, we not only ensure that our product is top-notch. 

We also ensure that everything in and around our company is 

top-notch. Take, for example, our fleet. It's always clean and 

reflects what we stand for as a company. Even the garden must 

be perfect. At Aartsen, they call it nonstopfresh, the feeling that 

everything is well-organized." 


FRESH PRODUCT 

NUTS 

Season 

Fresh walnuts: Mid-September 

to mid-October 

Dried walnuts/almonds/hazelnuts: 

Generally available year-round, 

but most consumption occurs between 

mid-October and February 

Chestnuts: Early October to late January 

Sourced from 

Walnuts: France/USA/Hungary 

Almonds/Hazelnuts: France 

Chestnuts: France/China/Italy 

Size 

Walnuts: 28+ to 36+ mm 

Almonds: one size 

Hazelnuts: 22+ mm 

Chestnuts: 28+ to 38+ mm 

Appearance 

Walnuts: The nut inside has a 

distinctive wrinkled, light-brown shell 

with an oval shape. 

Almonds: The almond is oval in shape 

and has a light-brown color. 

Hazelnuts: The hazelnut inside is small, 

round, and has a light-brown to beige color. 

Chestnuts: The chestnut has a round 

shape and a shiny dark-brown color. 

It has a soft texture in contrast to the 

hard shell. 

Flavor and Texture 

Walnuts: Walnuts have a rich, buttery 

flavor with a slight bitterness. They also 

have a mild sweetness. The texture is 

crunchy and firm. 

Almonds: Almonds have a mild, 

nutty flavor with a hint of sweetness, 

especially when roasted. Almonds have 

a crunchy texture, especially when 

roasted. The inside of the almond is 

firm but not as hard as some other nuts. 

NO NUTS 

NO GLORY 

Hazelnuts: Hazelnuts have a distinctive 

nutty flavor with a slight sweetness. 

They can also have a hint of earthy tones. 

The texture is crunchy and firm. 

The inside of the hazelnut is compact. 

Chestnuts: Chestnuts have a soft, sweet 

taste and a light mealy texture, especially 

when cooked or roasted. The texture of 

chestnuts is soft and somewhat mealy. 

They are not as crispy as some other nuts. 

Culinary Use 

The versatility of nuts makes them suitable 

for various culinary applications. 

Whether in salads, baking, savory dishes, 

or snacks, nuts add flavor and texture. 

For example, almonds can serve as 

healthy snacks or be added to granola, 

while hazelnuts are popular in baking 

recipes and as an addition to salads. 

Walnuts provide a crunchy addition to 

salads and savory dishes, while chestnuts 

can be incorporated into both sweet 

desserts and savory dishes. 

The possibilities are endless, and nuts 

can be used independently or combined 

for a delightful culinary experience. 

Nutritional Value 

Nuts are highly nutritious, containing 

healthy fats, proteins, fibers and various 

vitamins and minerals. Almonds are rich 

in vitamin E and calcium, walnuts contain 

omega-3 fatty acids, hazelnuts offer 

plenty of vitamin B and folate, while 

chestnuts are lower in fat and a good 

source of vitamin C and carbohydrates. 

Selection and Storage 

Walnuts: Store in a dry place at around 

10 degrees Celsius. 

Chestnuts: Store in a dry place just 

above 0 degrees Celsius. 

It's important to keep nuts away from 

heat sources, moisture, and direct sunlight, 

as these factors can affect their quality 

and shelf life. Also, ensure that the 

packaging is airtight to prevent oxidation, 

which can compromise the taste and 

freshness of nuts. 

Pairing 

Nuts can be excellently paired with a wide 

range of ingredients. They complement 

fruits like apples and berries, dairy products 

such as cheese and yogurt, various 

vegetables like roasted pumpkin and 

spinach, and chocolates or sweets like 

dark chocolate and honey. Herbs and 

spices like cinnamon, vanilla, and rosemary 

also add depth to dishes with nuts. 

Other nuts and seeds, such as almonds 

and sunflower seeds, are popular 

companions, along with grains, meats, 

and bread. The versatility of nuts makes 

them suitable for various culinary 

creations, both savory and sweet. 

Health Benefits 

Nuts, in general, are associated with various 

health benefits, including reducing the risk 

of cardiovascular diseases, promoting 

weight management, and providing 

essential nutrients. It's important to 

consume nuts in moderate amounts as 

part of a balanced diet, as they do 

contain calories. 

Allergies 

For people with a (nut) allergy even the 

smallest spores could have a significant 

negative effect. Aartsen has implemented 

several procedures to make sure that our 

customers always receive a product which 

is safe to consume. Some of these 

procedures include specific guidelines 

for storage and transportation, yearly 

training of colleagues that handle allergen 

produce and regular cleaning schedules. 

These procedures are verified and vetted 

by our IFS Broker and IFS Logistics 

certificates. 


This famous apple 

will no longer be 

a hidden treasure. 

KANZI ® means “hidden treasure” in Swahili. 

Aartsen will grow 

Kanzi in Asia. 

Aartsen loves high-quality products and beautiful brands. When it comes to fruit, Kanzi is more than an A-brand. 

That is why we are proud that we are starting to grow Kanzi also in Asia. Our nonstopfresh approach will be a boost 

for your products. This advertisement is not only to ask for attention, but also to let you know that we would like to give 

Kanzi a lot of attention. We look forward to taking the next steps in our relationship. 

20 | TRENDING

FRESH TALK 

SOPHIE BRUIJNS 

interview 

WELCOME 

TO THE BIG 

BIG WORLD 

OF SOPHIE 

 

Sophie is bursting with energy, 

and that's beautiful. On one hand, 

she has a demanding job as 

Marketing Manager, and on the 

other hand, she has a busy social 

life and many hobbies. Yet, her work 

at Aartsen, her family, and friends 

also give her a lot of energy. All the 

hustle doesn't slow her down at all. 

As if she doesn't need to manage 

time, she says, "Besides my own 

tasks, I find many other things super 

interesting." Welcome to the big big 

world of Sophie Bruijns. 

Focus on fruit and vegetables 

"After high school, I studied Nutrition & Dietetics in 

Amsterdam. I wondered why there was so little attention 

to the importance of nutrition in education. I dreamed 

of creating greater possibilities in that particular field for 

children. For my internship, I ended up at the Aartsen Kids 

Foundation. In the beginning, I worked on the project 

'Stoere Traktaties,' a project focusing on fruit and vegetables 

for elementary school students. Afterward, together with 

my sister Floortje, I conducted a thesis research within 

the Aartsen Kids Foundation. And then, I never left." 

Name 

Aartsen branch 

Place of birth 

Fruit 

Vegetable 

Meal 

Season 

City 

Drink 

On her bucket list 

Did you know? 


Breda 

Breda 

Mango 

Tomatoes 

Grandma's chicken 

Spring 

London 

Red wine 

Travel to Scandinavia and Japan 

She ends almost every morning 

with 1 minute of cold showers 


FRESH TALK 

SOPHIE BRUIJNS 

FRESH BITES 

Need for challenges 

"After over a year and a half at the Aartsen 

Kids Foundation, I got the opportunity 

to strengthen the Aartsen Marketing team. 

I couldn't let that opportunity pass. I dived 

into it step by step. Learned every day, 

and I'm still not done learning. I'm someone 

who needs challenges, and I love working 

on further growth with the right campaigns 

and activities every year. It requires making 

thoughtful choices, and I appreciate that." 

Room for growth 

"At Aartsen, there's plenty of room to grow, 

and that's one of the beautiful things about 

this organization. From an intern to Marketing 

Manager is the growth I've experienced. 

Now, I lead an entire team. Of course, 

you face challenges, and at the same time, 

I learn a lot. It's sometimes challenging 

to delegate work. It's both instructive and 

confronting, and it helps me develop quickly. 

I realize I'm still young at 27. The pressure 

is high, but I do everything to do it right. 

And, of course, it's incredibly fun." 

Continuous improvement 

"My main focus is on continuously 

improving marketing. We are about to 

launch a new website. With the new site, 

we renew ourselves and raise the level a 

bit higher. This new site is a starting point 

for other expressions, fairs, and events. 

We're not saying goodbye to the old 

Aartsen, but we keep developing in 

terms of marketing and communication. 

We want to retain current growers, 

customers, and employees while 

attracting new growers, customers, 

and employees. We want to maintain 

everything good under the nonstopfresh 

umbrella." We want to retain the current 

growers, customers, and employees while 

also attracting new growers, customers, 

and employees. That's why we review each 

time to ensure that what we do aligns with 

the target audience. The same applies to 

this magazine, which we continually elevate 

to a higher level in collaboration with 

the editorial team. 

Traditions and trends 

"Aartsen is a company that embraces 

traditions but also believes in keeping 

up with new developments. Fortunately, 

innovation is in Aartsen's DNA. 

In everything we do, there's a challenge 

to remain innovative. I sometimes feel 

that the world is burying its head in the 

sand when it comes to the impending 

developments. It's all moving at the highest 

speed, for example, with AI and robotics. 

It's already here, but it's far from being 

fully utilized. Sometimes changes seem 

too slow to me." 

Never finished 

Her career is booming, but even in her free 

time, Sophie is not idle. "I love having my 

family and friends around. My boyfriend 

Sjoerd has a sweet five-year-old son 

with whom we do a lot of fun things. 

Every Saturday, we go to the market and 

get fruit and vegetables from Aartsen's 

customers. I love going out to eat, 

"I'm someone 

who needs 

challenges" 

but I also love cooking. That's why we 

often invite people to come over for dinner. 

I also enjoy going on vacation. Scandinavia 

and Japan are on my wish list. Every day 

I take off, I want to be away. Sports play 

a significant role in my daily life. I've been 

playing hockey practically my whole life. 

Formerly at a different level than now, but 

that doesn't dampen the fun. I gain a lot 

of energy from playing hockey with friends. 

I also like to exercise at Aartsen, 

once a week even with a personal trainer. 

It's extra fun because you then exercise 

with colleagues from other departments, 

bringing a dynamic that you wouldn't have 

without that exercise. I run weekly and also 

participate in Aartsen's running events. 

These events happen every year, where 

we, in the Marketing team, ensure to put 

Aartsen back on the map with the right 

branding. Besides, I enjoy dealing with 

people and various aspects such as 

culture, organization and communication. 

I like contributing to changes, getting 

people to move and making people think. 

You can do more than you think. It never 

stops; it's never finished. And that suits 

me." 

FRESH BITES 

The rise of alcohol-free 

Alcohol's role in society is 

undergoing a significant shift, 

with a diminishing emphasis 

on its traditional place in social 

gatherings. The increasing 

popularity of non-alcoholic 

alternatives, marked by their 

improved taste and quality, 

signifies a cultural move 

towards a more mindful and 

health-conscious lifestyle. 

Purple power 

A Series of Crops Bursting with Vibrant Purple Hues. 

The allure of the rich, regal color isn't just visually 

stunning. it signifies a powerhouse of health benefits. 

Packed with elevated levels of vitamins and antioxidants, 

these purple-hued wonders aren't just a feast for the 

eyes but a nutritional treasure trove for the body. 

TIP 

Limited harvest t-shirt 

Each magazine has a unique T-shirt that you can order. 

We call this Limited Harvest. You will find this edition's 

T-shirt further along in the magazine. 

From the many photos we receive each time, we notice 

that the T-shirt garners appreciation. Like here in Senegal, 

where it is worn during the corn harvest. A bit corny, 

but very fashionable. Thank you, Hermans Suikermais, 

and please continue to send in your photos. Who knows, 

you might be featured in the next NSFM 

Images: Tevel-Tech, Visit Dubai, Shutterstock, Lowlander 

Museum of the Future 

The Museum of the Future in Dubai is 

a futuristic landmark and a center for 

innovation. With its striking architecture, 

the museum offers an immersive experience 

where visitors can explore the latest 

developments in science and technology. 

It serves as a platform for exploring future 

ideas and trends, including artificial 

intelligence and sustainability. This ambitious 

project embodies Dubai's progressive vision 

for technological advancement. 


FRESH FOOD 

RECIPE 

Sriracha 

When it comes to nutrition, Floortje likes to eat healthy. Healthy eating means different 

things to different people. It has taken her a while, but Floortje is now clear: for her, 

food must be unprocessed and straight from nature. And there is only one ingredient 

that makes every dish really special, however clichéd it may sound: love. In the issue about 

trends I choose something hot. Making your own sriracha is not only a hot topic in the 

kitchen, it also add a hot flavor that can be just the finishing touch in a dish. 

Ingredients 

500 grams red peppers 

450 ml white vinegar 

24 grams sea salt 

25 grams palm sugar 

(or brown sugar) 

4 cloves of garlic 

1 stalk of lemongrass 

a splash of fish sauce 

Equipment 

Glass jar 

Kitchen towel (washed 

without fabric softener) 

(immersion) Blender 

Strainer 

Sterilized glass jars 

Method 

1. Cut the stems off the peppers and slice them lengthwise. If you like it spicy, you can leave the 

seeds and membranes. If you prefer it less spicy, remove them. Chop the peppers into pieces with 

a knife. 2. Slice the lemongrass into thin rings. 3. Peel and roughly chop the garlic. 4. In a bowl, 

combine the peppers, lemongrass, and garlic. Add vinegar, salt, crumbled sugar, and fish sauce. 

5. Mix well and transfer the mixture into a clean, glass jar. Ensure the edges of the jar are clean. 

Cover loosely with a lid or a clean kitchen towel and let it ferment on the countertop for 1 to 3 

days. This allows all the flavors to meld together beautifully. It may bubble slightly, which 

is intentional, so don't be alarmed. 6. After this time, scoop the mixture out of the jar 

and blend it using a blender or immersion blender until smooth. If desired, strain the 

sauce through a fine sieve to ensure there are no pieces. Taste the sauce for flavor 

and consistency. Keep in mind that it's still "fresh" at this point, and the flavors will 

further develop after a few days in the jar. 

7. Transfer the sauce into clean 

(sterilized) jars and seal 

immediately. This way, the 

sriracha sauce will be good for 

at least 6-8 weeks. 

Name 

Floortje Bruijns 

Age 

29 years old 

Place of birth Breda, The Netherlands 

Fruit 

Dutch strawberries 

Vegetable Asparagus 

Dish 

Indonesian rendang 

Season 

Spring 

City 

Ghent, Belgium 

Drink 

Caffè Americano 

On her bucket list Trip to Tokyo, skydiving, 

cooking class of Sergio Herman 

Did you know? Floortje cooks every working 

day at Aartsen 

Good to know 

If you want to store the sauce for 

an even longer period, it's wise 

to pasteurize it. Fill a pot halfway 

with water, place a rack on the 

bottom, and carefully position 

the filled and sealed jars in it. 

Bring the water to near boiling and 

let it pasteurize for 45 minutes. 

Remove the jars from the water 

using tongs and let them cool on 

a cloth. Now, the jars are shelfstable 

for months.

AARTSEN KIDS FOUNDATION 

ecember 

THROWBACK TO 

gifts 

For many of us, the month of December is synonymous with warmth, 

coziness, and presents. Unfortunately, this isn't the case for all 

children. Receiving a gift is not a given for some. Fortunately, 

the Aartsen Kids Foundation brings some light into the lives of 

these children with the heartwarming project 'December Gifts.' 

This initiative is specifically aimed at children living in Breda and 

the surrounding areas. Whether it's a gift in the shoe, under the tree, 

or just because. The goal is clear: to bring a smile to the faces of 

these children. 

To ensure that this project reaches the children in need, Aartsen Kids 

Foundation has built various partnerships with support organizations, 

including Centrum voor Jeugd en Gezin (CJG) and Instituut voor 

Maatschappelijk Werk (IMW). These collaborations enable Aartsen 

Kids Foundation to be directly in touch with schools and families. 

The support organizations are the ears and eyes of the foundation; 

they know exactly which child could use an extra boost during 

the December month. 

It's remarkable to see that Aartsen Kids Foundation has 

already brought joy to over 250 children this year through the 

'December Gifts' project. With every smile and sparkle in the 

eyes of these children, you are reminded of the value of this 

project, motivating Aartsen Kids Foundation to keep going. 

28 | TRENDING

TRENDING 

TRENDWATCHERS 

TRENDING 

TREND 

WATCHERS 

In a rapidly changing 

world, the role 

of trendwatchers 

is essential for 

organizations seeking 

to stay ahead of the 

curve, adapt to change, 

and capitalize on 

opportunities. 

By providing foresight 

and strategic guidance, 

trendwatchers contribute 

to informed decisionmaking 

in a variety of 

fields. Let’s introduce 

5 trendwatchers who 

stand out. 

Richard van Hooijdonk is a Dutch 

trendwatcher, futurist, and speaker 

known for his insights into 

technological advancements and 

their impact on society and business. 

Please note that developments may 

have occurred since then. 

Richard stands out among other 

trendwatchers due to his dynamic 

and engaging approach to presenting 

future trends. He is known for 

combining in-depth research with a 

captivating speaking style, making 

complex technological topics 

accessible to a wide audience. 

His presentations often blend 

storytelling with data-driven 

analysis, providing audiences with a 

compelling vision of the future. 

One distinguishing factor is his ability 

to connect seemingly disparate 

trends and technologies, offering a 

holistic perspective on how various 

advancements converge to shape 

the future. Van Hooijdonk's focus 

extends beyond merely identifying 

trends; he emphasizes the practical 

implications of these trends for 

businesses and individuals, 

offering actionable insights to 

navigate the evolving landscape. 

FAITH 

POPCORN 

RICHARD 

VAN 

HOOIJDONK 

Faith Popcorn is a renowned futurist and CEO 

of Faith Popcorn's BrainReserve, known for 

her pioneering work in trend analysis and 

forecasting. What sets her apart is the 1991 

publication of "The Popcorn Report," 

where she introduced the term "cocooning" 

to describe a societal trend of seeking 

comfort and security at home, influencing 

consumer behavior. 

Popcorn's methodology involves a 

proprietary trend analysis system, 

combining data-driven research with 

intuitive insights. Her holistic approach 

goes beyond trend identification, exploring 

the psychological and emotional aspects 

underlying societal shifts. Faith Popcorn's 

impact extends to delving into the cultural 

and psychological implications of trends, 

making her a sought-after speaker and 

advisor for businesses navigating the 

evolving landscape. 

ADJIEDJ 

BAKAS 

Amy Webb, an American futurist and 

founder of the Future Today Institute, 

stands out for her strategic and 

data-driven approach to analyzing 

trends. Distinguishing herself through 

quantitative analysis and scenario 

planning, Webb goes beyond trend 

identification. Her rigorous methodology 

combines quantitative data with 

qualitative insights, allowing her to 

construct plausible future scenarios and 

help organizations prepare for a range of 

potential futures. 

What sets Webb apart is her focus 

on the ethical considerations of 

emerging technologies. She not 

only explores possibilities but also 

delves into potential risks and ethical 

dilemmas associated with technological 

advancements. This holistic perspective 

makes Amy Webb a valuable resource 

for businesses and policymakers 

seeking a comprehensive understanding 

of the challenges and opportunities 

presented by the future. 

Adjiedj Bakas, a Dutch trendwatcher, 

is known for his dynamic and engaging 

approach to forecasting future trends. 

He combines a deep understanding of 

cultural shifts with insights into economic 

and technological developments. 

Bakas stands out for blending humor 

and storytelling with substantive 

analysis, making complex trends 

accessible to a wide audience. 

His focus on the intersection of 

global trends and cultural dynamics 

provides a holistic view, emphasizing 

the importance of cultural context 

for businesses and individuals 

navigating a changing landscape. 

With an international outlook, Bakas 

draws connections between trends 

worldwide, offering relevant insights 

that transcend regional boundaries. 

As an accomplished author, his ability 

to communicate complex ideas in 

a compelling manner enhances his 

effectiveness as a speaker and advisor. 

AMY 

WEBB 

Phil Lempert, known as the "Supermarket 

Guru," is a distinguished figure in food and 

consumer trend analysis. With a career 

spanning decades, he specializes in the 

food industry and consumer experience 

within supermarkets. Lempert focuses on 

identifying and forecasting trends related 

to food, nutrition, and grocery retail, 

offering insights into consumer choices. 

What sets him apart is his keen 

understanding of evolving consumer 

preferences, health trends, and the impact 

of technology on the food retail landscape. 

Lempert's expertise extends beyond 

traditional trend analysis, addressing the 

unique dynamics of the food industry and 

providing valuable insights for consumers 

and businesses alike. 

Notably, Phil Lempert has a multi-platform 

presence, using various media channels 

to effectively communicate trends and 

offer practical advice to a diverse audience. 

In summary, his specialized focus on food 

and grocery retail, along with his in-depth 

industry knowledge, makes him a distinctive 

and influential figure among trend watchers. 

PHIL 

LEMPERT 


DATA MENNO 

Unleashing 

the power 

of data 

How do you determine the right price for your products? 

How do I know what my customer will buy next week? 

How much should I purchase of a specific product? 

Old-fashioned 

These are all questions where data can assist us. Are we witnessing 

the dawn of a new trend within our vibrant fresh produce industry? 

One thing is certain; there's a trend unfolding at Aartsen, where we 

increasingly leverage data in our trade. The power lies in blending 

traditional gut feelings with the use of numbers, analyses, and data. 

In the past, decisions were driven purely by intuition, but nowadays, 

we rely more on data. However, it's crucial to treat data as a tool. 

When done right, a vast potential emerges. 

Increase customer satisfaction 

Data has become a crucial source of competitive advantage in the 

high-demand, challenging-margin, and complex supply chain world 

of fruits and vegetables. By collecting, analyzing, and sharing data, 

players in our sector can optimize production, distribution, and sales, 

providing better service to customers at a higher level. Looking at 

the Far East, the trend is more advanced than in Europe. 

Decision-making, trading, and commercial choices are more datadriven. 

Even within Aartsen Asia, data has been a key component 

for years, predicting markets, forecasting prices, and timely 

responding to limited product availability. Our industry, in this 

regard, is still a bit old-fashioned. 

Predict better 

One significant application of data in our sector is improving efficiency 

and sustainability in production and distribution. Utilizing big data, 

and potentially in the future, artificial intelligence (AI) and machine 

learning, importers can better predict and align supply and demand, 

leading to more efficient inventory management, logistics, and pricing. 

This can reduce operational costs and increase customer satisfaction. 

Optimal selling price 

Taking pricing as an example; by using data on demand, supply, 

quality, competition, weekly supermarket promotions in different 

countries, weather, and market conditions, we could determine the 

optimal selling price for products. At Aartsen, we use various 

statistics to predict fruit prices, including analyses of shipped 

quantities compared to previous periods, correlating with prices. 

Studying the relationship between fruit demand and supply 

helps us better understand and anticipate price fluctuations. 

Looking forward, AI could assist in predicting customer preferences 

based on consumption patterns, demographics, feedback and 

loyalty data. 

Improving quality 

Data can be applied in various ways in the world of fruits and 

vegetables. We've discussed predictions and optimization, 

but one of the most important applications is improving the quality 

and traceability of products. Using sensors, RFID tags, QR codes, 

and blockchain technology, producers can monitor and record 

temperature, humidity, ripeness, and origin, sharing this information 

with customers and even authorities. This enhances trust and 

transparency, helping prevent food safety issues and reducing 

food waste. 

"The power lies in 

blending traditional 

gut feelings with use 

of numbers, analyses, 

and data" 

Increase customer satisfaction 

The future is uncertain, but it's clear that at Aartsen, we aim to be 

at the forefront of these developments. Data is powerful, but our 

gut feelings can also be valuable to quickly respond to market 

situations, understand customers better, and leverage our unique 

qualities. The use of data and AI presents many opportunities for 

our sector, and there's much more we can do with creative thinking. 

And if we're dreaming big, the use of data and AI in the future can 

do much more for our industry if we truly think outside the box.AI 

Menno van Breemen, CCO Aartsen 

1 

2 

3 

AI can help us develop new varieties of fruit and vegetables better 

suited to climate change, consumer preferences, and nutritional needs. 

Using algorithms, we can combine and optimize the properties of 

existing varieties, creating new ones that are more resistant to drought, 

diseases, or pests, or that have more flavor, color, or nutrients. 

AI can improve the distribution and sale of our products through smart 

contracts, using blockchain technology to facilitate transactions across 

the value chain. By automating and speeding up payments, deliveries, 

quality controls, and disputes, we can reduce costs, risks and waste. 

AI can enhance our interaction with customers through chatbots, 

using natural language processing to understand and respond 

to customer questions, feedback, and complaints. By making 

customer service available 24/7, we can increase customer 

satisfaction and strengthen loyalty. 

... there's an AI system that can 

identify and assess the quality 

of fruit through a camera? 

It can recognize 10 types of fruit, 

such as apples, bananas, grapes, 

and oranges, assessing their 

ripeness, freshness, and defects. 

... there's a global database on 

the production, consumption, 

trade, and prices of fruits and 

vegetables? Managed by the 

Food and Agriculture 

Organization (FAO), it contains 

data from over 200 countries 

and territories since 1961, 

including a monthly food price 

index reflecting changes in 

international prices of five 

food groups, including fruit. 

... the largest annual fruit harvest 

in the world takes place in Asia? 

In 2022, over 83.5 million tons 

of citrus fruits were produced 

in Asia, compared to about 

6.3 million tons in North America. 

China alone produces around 

253 million tons of fresh fruit 

per year. 


PRIVATE LABEL 

ICON USA 

High quality products 

from our top 

American growers. 

That is iconic. 

In 2019, Icon USA, Aartsen's private label, 

was officially launched. Over the past 

years, we have had the privilege of selling 

many high-quality products from our top 

American growers to our customers in Asia 

and Europe. The brand started in Asia with 

cherries and grapes, and now we aim 

to expand the range. 

Our relationship with our growers goes beyond 

a mere trade partnership; it's a collaboration 

where we share the same goal. We aim to 

market the best cherries, mandarins, oranges, 

grapefruits, grapes, and walnuts under the 

brand. This close bond ensures the exceptional 

quality of each product as we strive for the 

best outcome for our growers and customers. 

Relying on the quality of Icon USA year-round 

is the foundation. 

Icon USA, also known as the brand of the 

stars and stripes, represents quality, tasteand 

style. We are not just involved in the selection 

process of the best fruit from prominent 

American orchards but also in presenting it in 

a modern packaging. 

Enjoy the flavorful products from California and 

Washington State, where each fruit is proudly 

cultivated and selected.

travel 

reports 

Page 35 - Peru 

Page 36 - Chile 

Page 38 - Netherlands 

Page 40 - South-Africa 

NONSTOP TRAVEL 

Arco, Rik, Freek and Menno visiting team Danper. 

PERU - MENNO, ARCO, RIK & FREEK 

Blueberry 

fields forever 

Tasty blueberries 

On Sunday, September 17th, Rik, Freek, 

Menno, and Arco departed for Peru. 

They arrived in Lima in the afternoon 

and the team immediately flew to Piura, 

which is located in the north of Peru. At the 

airport, a SUV truck awaited them. In the 

days that followed, it became clear that this 

was the perfect choice for the bumpy roads. 

This year, production in Peru is affected by the weather phenomenon 

"El Niño," causing higher average temperatures than usual and having 

a negative impact on production. We had an idea and expectations, 

but what we witnessed in the following days surpassed everything. 

On Monday morning, we began our journey in northern Peru, 

driving from Piura through Olmos and from Chiclayo to Trujillo. 

Along the way, we visited existing and potential partners, mostly 

grape and blueberry growers. In Piura, we visited several grape 

producers, here we could immediately see the effect of "El Niño" 

on the produce. The size of the grapes and also the bunches were 

smaller compared to last year. We then drove to Olmos, where we 

stayed overnight at our largest blueberry producer, the source of our 

Sekoya Grandezza blueberries. It was impressive to see how they 

have grown in 7 years to a total area of 3500 hectares. 

Passing through the city of Chiclayo, we headed to our next stop 

in Chepén, where 4000 hectares are dedicated to the cultivation 

of green asparagus, avocados, and blueberries. The tour was very 

"It was 

fascinating 

to see how 

this entire 

region is 

developing" 

interesting, and with the expansion of the modern warehouse, 

they are ready for the future. 

The next morning, we drove towards Trujillo, visiting various growers 

along the way, continuing the tasting of blueberries and grapes. 

It was fascinating to see how this entire region is developing. 

We then flew to Lima, where we had another 1.5 days full of 

scheduled appointments. At Aartsen, we never stand still when it 

comes to development. The groundwork for new collaborations has 

begun, and with some new growers, we have already engaged in 

some business! Let's keep growing! 



CHILE - MENNO, FREEK & WAYNE 

Santa Elena 

A view 

to Chile 

The primary purpose of our trip to Chile 

was to explore this year's cherry season, 

although our partners cultivate a variety 

of products. Chile stands out as one of 

the world's most elongated and narrow 

countries. Our journey commenced with 

a flight to Concepción, followed by a drive 

northward back to the capital, Santiago. 

The majority of cherry farms in Chile are 

situated between Concepción and Santiago, 

further inland towards the slopes of the 

Andes, offering breathtaking landscapes. 

During our visit, we connected with several long-term partners, 

some of whom we have collaborated with for over 20 years. 

We toured their farms, packing houses, and offices, engaging in 

discussions about the latest industry trends, reviewing the previous 

season, and formulating new plans for mutual growth in the 

upcoming seasons. In addition to nurturing existing relationships, 

Aartsen is continually seeking new partners who can contribute 

value. We are thrilled to announce that we have established new 

programs with fresh partners for the current season. 

Approximately 90% of Chile's total cherry production is destined 

for the Chinese market, where cherries are highly esteemed as 

a symbol of prosperity and fortune. One of our strengths lies in 

offering our partners an alternative to the Chinese market. 

At Aartsen, risk mitigation and diversification are integral to our 

approach. By cultivating our partners' brands beyond the Chinese 

market, we aim to make them more resilient and less dependent on 

a single market. 

We express our gratitude for the warm welcome we received and 

eagerly anticipate a successful upcoming season for our partners. 

With new challenges ahead, let's grow! 

Santa Elena 

Team Ranco 

travel 



NETHERLANDS - MENNO & ROY 

travel 

Martijn, Edith, Joost en Ilse van Oers 

"We were 

impressed 

with how well 

they have this 

organized" 

Hangout 

in Holland 

Van 

Employee of van Oers Fruit 

'What comes from afar is tasty.' Is that 

true? The old Dutch proverb says: 

If something comes from afar, it will be 

special, it will have taken a lot of effort 

to obtain, and therefore it must be good. 

Apply to this collaboration. It can't get 

much closer. 

After having Joost and Martijn van Oers visit us first, Menno and Roy 

then paid a visit to Van Oers Fruit. While the average travel report 

covers hundreds of kilometers, we stepped out of the car after just 

3 kilometers. 

Oers Fruit comprises seven different locations in Zevenbergen, 

Etten-Leur, and Prinsenbeek. The cultivation sites together cover 

26 hectares, divided into racks/illuminated cultivation/unilluminated 

cultivation. They also have 7 hectares of their own cultivation of tray 

plants. They try to keep as much as possible in-house to maintain 

maximum control over the entire process from A to Z. 

First, we had a tour of one of their cultivation sites, after which we 

drove to the location with more packaging possibilities. We were 

impressed with how well they have this organized. 

We are looking for partners with whom we can build and expand a 

long-term relationship. We both immediately felt a good connection, 

and the signals turned green to start. Hollands Glorie strawberries 

incoming! There is no doubt that this is going to be a success! 



SOUTH AFRICA - MENNO, YOURI, KA WAI TAM AND KELLY. 

travel 

Kelly Meeuwissen 

Swartberg and Koue Bokkeveld mountains 

A fruitful visit to South Africa 

While enjoying a wonderful dinner, 

during our recent visit to the Western 

Cape (27th November – 1st December), 

the topic of Authenticity was brought up, 

as being the top word of 2023, with the 

most searches for it this year. 

In this continuously developing world, staying true to one’s own 

internal values has never been more vital. We as Aartsen, firmly 

believe in authenticity and a corresponding congruous relationship 

between one entity and another. It’s as simple; internal values and 

beliefs should match, in order to have a fruitful partnership. Our visit 

once again confirmed this affirmation, and with the season around 

the corner, we are looking forward to build on existing - as well as 

start building on new partnerships. 

Flying in from both continents, we reached the exquisite surrounding 

of Stellenbosch; the homebase from which we made our visits to 

different regions in the Western Cape. These regions all have 

their own “specialty” ranging from grapes, to citrus, to pome, 

to blueberries. Starting off on the Monday morning, we visited the 

offices of various partners in the region of Paarl. We discussed 

valuable insights in the (logistical) challenges for the upcoming 

season, as well as sharing views on future opportunities. 

We ended our day (like all other days) with one of our esteemed 

partners. But we made this one extra special. They are one of those 

examples of South-African partners that we’re incredibly proud of. 

Like-minded people, with a no-nonsense approach, who fit our 

principles perfectly. It is then also with great pleasure that, during this 

evening, we awarded a personalized goblet to their team, as a token 

of our appreciation. 

We had a longer drive ahead of us in the early hours of Tuesday the 

28th of November. On the move to Citrusdal and Ceres, and at final, 

ending up in the Hex-river valley. 

Citrusdal, as the name implies, is superior in Citrus fruits. Situated 

between the Swartberg and the Koue Bokkeveld mountains, 

the citrus enjoys a mediterranean-like climate, resulting in some 

of the best citrus fruits available. Originally, due to the exceptional 

quality, these citrus fruits are exported to the USA, but as always, 

we’re trying to have the best of the best available for our customers, 

so we are eager to receive the first products in our warehouses in 

Europe and Asia. Ceres, only 130 kilometers removed from Citrusdal, 

is known for its fresh cherries, juicy pears, and crisp apples. 

The cultivation of cherries in the Ceres region is seen to increase in 

the years to come, as a result of the high-lying grounds around the 

Swartberg and Koue Bokkeveld mountains, which climates the best 

conditions for a cherry to grow. At last, we arrived in the 

Hex River valley, infamous for its luscious grapes. 

Wednesdays are for more grapes. We resumed our journey through 

the valley to meet up with our partners. We visited the vineyards and 

can only state that whenever the taste is as good as their looks, 

we surely have an amazing product at hand for the upcoming season. 

From week 52 onwards their finest grapes will find their way to our 

facilities in Europe and Asia. 

We continued to the region of Grabouw. Grabouw produces roughly 

65% of the total South-Africa apple exports. Despite being hit by 

multiple floods earlier this year, which damaged the infrastructure in 

the region, everything is up and running for the new season. Next to 

seeing the last pome of the season being packed, we tasted different 

varieties of blueberries. The South-African focus on developing 

blueberries, that can really distinguish themselves from all the other 

existing blueberries, is a development we’re looking forward to. 

We concluded the trip by visiting the region of Paarl again for our final 

meetings, from which we said our goodbyes to the beautiful country 

and people of South-Africa. 

We are incredibly grateful for all the people who took the time for 

meeting with us and are looking forward a prosperous season. 

"They are one of those 

examples of South-African 

partners that we’re 

incredibly proud of" 


GUEST COLUMN 

Guglielmo. 

As well as fashion, design, art and natural wonders, the Italian 

cuisine clearly embodies what is meant by Italian style. That is fine 

eating, rituals and traditions shaped throughout centuries of skillful 

use of the territory and of many different cultural influences from 

the Mediterranean Sea and beyond. 

One of the strengths of Italian cuisine is, without doubt, the vast 

variety of foods that it offers: 21 regions, 107 provinces each with 

their own distinct dishes that amounts to 5.333 typical specialties 

overall. From North to South, each town, each district, celebrates 

a typical product or a typical dish that has been handed down from 

one generation to another for centuries. 

Pointed Cabbage 

The great variety of typical foods and dishes that identify a specific 

place is mainly due to the morphological features and the history 

of Italy that, before 1861 was divided in many small states: 

this has resulted in a reinforcement of local identities and the 

relevant impact it has had in the agri-food industry. Each community 

wanted to increase trade exchanges with the neighbouring states 

and therefore aimed to improve the quality of products typical 

of that community. 

TB&S is cultivating for a green future! For instance, we 

generate energy for our cold storage using over 4000 

solar panels, and we provide various organic alternatives 

for our products. 

Tip! Visit www.spitskool.com for 

various recipes featuring our products! 

Red Pointed Cabbage 

White and Red Cabbage 

Chinese Cabbage 

Bok Choy 

Organic Butternut Squash 

Organic Pointed Cabbage 

Guglielmo Stiassi 

Export manager Alegra 

Italy 

"The truth is, Italians 

believe they are the 

guardians of slow 

food." 

Fast-forward to the present days, Italians are still very proud of 

their typical products, they embrace each distinctive quality and 

they passionately argue about the best and “secret” ingredients 

to create a recipe from tortellini to carbonara. In short: Italians still 

love their food. The truth is, Italians believe they are the guardians 

of slow food; they appreciate the good life, they love socializing and 

they do so around the table. 

However there is an exception: although Italians eat different 

food dishes in accordance to the aera of origin, they eat the same 

fruit: apples, pears, kiwifruits and citrus in winter, watermelons, 

peaches, apricots, nectarines and grapes in summer. Strawberries 

and cherries are often seen as delights to be waited for like small 

presents from nature. From North to South of the country fruit 

brings together the Italians at the table. Every single social lunch 

or dinner always end with some seasonal fresh fruit and of course 

a hot “tazzina” of expresso coffee. 

Apparently not much has changed from the past: it is always about 

food, good food. What is greatly changed is who does the cooking. 

From what was considered to be a mum’s task to provide food for 

all family, nowadays cooking is increasingly becoming an activity, 

a hobby almost, that engages women, men, young and old. 

4 Italians out of 5 watch cooking shows. 1 out of 3 regularly post 

dishes on social media. The kitchen has become, nearly overnight, 

a very cool place to be. 

TRENDING | 45

FOOD WASTE 

FIVE 

IDEAS 

AGAINST 

FOOD WASTE 

1 

3 

In a world increasingly focused 

on sustainability, the battle against 

food waste has taken center stage. 

Join us as we explore five gamechanging 

ideas and showcase 

innovative projects that are reshaping 

the future of our food systems. 

From cutting-edge technologies 

to community-driven initiatives, 

this spread is a celebration of human 

ingenuity and collective efforts to 

create a more sustainable approach 

to food consumption. Get ready to 

be inspired by change-makers and 

discover the path towards a greener, 

waste-free future. 

AARTSEN VS FOODWASTE 

At Aartsen, we strive to hardly ever 

throw anything away, and we dedicate 

ourselves to this goal to the fullest 

extent. As Menno emphasizes, "we sell 

everything; it's all about the right price." 

Additionally, we have a market for every 

type of vegetables and fruits. 

REAL JUNKFOOD BRIGHTON 

Approximately 25 to 33 percent of the food produced 

worldwide goes to waste. The Real Junk Food Project 

addresses the global issue of food waste and hunger 

by using surplus food to feed those in need. With a 'pay as 

you feel' approach, the project encouragesindividuals to 

value their meals based on personal means. This innovative 

concept avoids segregating people by financial circumstances, 

fostering equality and dignity. Those in need aren't degraded 

for receiving a free or cheap meal, and those who can afford it, 

aren't pressured for excessive donations. Everyone is equal in 

accessing food, allowing individuals to contribute as they feel 

appropriate. 

2 

AGRALOOP 

Agraloop transforms agricultural crop fibers into 

high-quality textile-grade Agraloop BioFibre using 

a waterless process. Derived from crops like hemp, 

banana, and pineapple, this natural fiber integrates into 

existing yarn systems. Blending with recycled cotton and 

TENCEL Lyocell, Agraloop produces versatile yarns for 

clothing and home goods. Their mission is to foster a 

global bio-industrial economy and habitat regeneration, 

with a modular, low-CAPEX BioRefinery designed for global 

deployment. Agraloop invites collaboration from international 

brands, manufacturers, farmers, NGOs, and others 

interested in sustainable solutions. 

4 

KUMASI DRINKS 

The juicy flesh around the cocoa bean is both healthy 

and unique. It doesn't taste like cocoa or chocolate but has 

a flavor profile reminiscent of a mix of lychee, mango and white 

peach. Typically, it flows away when opening the cocoa fruit. 

The industry has long been solely interested in the beans used 

for making chocolate. However, the juice is ideal for creating 

extra tasty beverages. 

If one of our quality controllers rejects 

something, it ends up in the clearance 

corner. Here, vegetables and fruits are 

sold at a reduced price to customers 

who can still make good use of them. 

Think, for example, of bananas; when 

they are quite ripe, this might not make 

a market vendor happy, but it certainly 

delights a banana bread baker. 

RUBIES IN THE RUBBLE 

Rubies in the Rubble's ketchups, mayos, and relishes not 

only stand out as some of the finest in taste but also provide 

a delectable solution to one of the food industry's significant 

challenges: how to combat food waste. Shockingly, 

a third of global food production goes to waste, including 

perfectly edible items discarded due to storage issues, 

over-forecasted demand, or perceived imperfections. 

As pioneers in sustainable food practices, Rubies in the 

Rubble rescues this surplus produce, incorporating it into 

their award-winning range of condiments that not only 

surpass the ordinary but also align with vegan principles. 

It's a delicious way to address a serious global issue while 

adding a touch of sustainability to your table. 

CHICP 

ChickP has innovated a revolutionary chickpea protein 

isolate with a neutral taste and high nutritional value. 

Their proprietary extraction process, protected by intellectual 

property rights, effectively eliminates bitterness and nonnutritional 

components. Developed through a breakthrough 

patented technology at the Hebrew University of Jerusalem, 

ChickP's proteins, constituting 90% of their product, 

stand out for their neutral flavor and versatile functionality. 

These proteins empower the creation of diverse applications, 

spanning meat and dairy alternatives, beverages, pastries, 

snacks, cereals and beyond. 

5 

Images: Rubies in the rubble, Facebook, Chicp, Agraloop, Kumasi 


THEME ARTICLE 

CHRISTIAN KROMME 

Images: Midjourney 

ARE ROBOTS 

TAKING OVER 

AGRICULTURE? 

Are robots taking over agriculture, or is it the human factor 

that remains crucial? According to Christian Kromme, it's 

both. As a dedicated trendwatcher and futurist, Christian 

Kromme is passionate about a future where technology 

seamlessly aligns with human nature. 

He wrote a bestseller titled 'Go Digital, Stay Human' 

and gives lectures worldwide. For NSFM, he explores the 

future of agriculture and the role of technology. "I notice 

that many people, influenced by global events and the 

rapid rise of Artificial Intelligence, see the future as bleak. 

By embracing technology, a beautiful future is possible. 

That is my passion, and I want to inspire people in that 

direction." 

trending 

Cold, impersonal and unnatural 

"When something new, like Artificial Intelligence, 

emerges, people tend to become fearful. They resist 

it, freeze, and flee. We see that behavior on a large 

scale now. It's understandable. We've always had to 

adapt to technology. We had to learn a programming 

language to communicate with it and software to 

control it. Many people perceive technology as 

something cold and impersonal. Unnatural." 

Nature predicts progress 

For Christian Kromme, technology and nature are 

inherently interconnected. It's a recurring theme in 

everything he does. "It's a pattern in nature that I've 

discovered. How cells encountered various problems 

and developed biological systems to solve them. 

Cells used biological systems to build organisms, 

and we Homo sapiens use technological systems 

to build organizations. We humans follow the exact 

same pattern, and this pattern of seven waves recurs 

in every fundamental building block in the universe. 

For me, nature is a blueprint that allows me to predict 

technological progress and its impact on society." 

Technology becomes organic 

"Technology is going to become much more organic. 

Technology connects people, much like biology brings 

cells together and empowers them to do what they 

are made for. I see the same role for technology, 

but we need to ensure that it is used that way. 

By primarily using technology for gains and power, 

it currently drives people apart, polarizing as seen on 

social media. People are addicted to their timelines 

and don't have time for what they excel at. Technology 

prevents people from being empowered. Thanks to the 

rapid development of Artificial Intelligence, this is going 

to change in the short term." 

Robots do robot work 

With AI, we can 'talk' to technology in our own 

language, as if conversing with a colleague, and AI 

understands exactly what you mean. As humans, 

we no longer have to behave like robots to work with 

machines. In the current economy, we perform robotic 

tasks, not dignified and very stressful. I believe that 

robot-like work will be taken over by robots, allowing 

us to focus on work that is dignified. In recent years, 

automation has made our work less challenging. 

New technology is going to make it more enjoyable 

and beautiful." 

Grow were you consume 

Will technology and Artificial Intelligence also change 

agriculture? "We already see many aspects of 

agriculture being digitized, with probes and sensors 

measuring various factors. But this is going to a much 

higher level. There are already robots powered by solar 

energy roaming the fields, using lasers to eliminate 

weeds without the need for herbicides. Drones fly 

over fields mapping where it's dry and where it's not. 

Thanks to the rapid development of AI, we are getting 

more and more affordable robots that autonomously 

take over tasks from farmers. That's why I believe you'll 

see agriculture in neighborhoods where people live. 

Growing where you also consume. With automated 

greenhouses and robots ensuring that plants are 

planted, weeds are removed, and harvests happen. 

Think of a greenhouse on the roof of a supermarket 

where your vegetables and fruits are freshly picked." 

Traditionally, agriculture is a sector that is highly laborintensive. 

What does the advent of robots mean for the 

work of farmers? "Young people taking over farms are 

very tech-savvy and more inclined to embrace new 

technology. They understand that if a robot can 

harvest without needing 30 people, it saves money. 

It is primarily the simple tasks that a robot will take over. 

The farmer will continue to do their thing, but the tools 

will change. Repetitive tasks, the so-called hard skills, 

will be done by robots, allowing the farmer to have more 

time for soft skills. The social and human aspect of 

work becomes increasingly important. More time to 

do other things." 

More technology, more natural 

The question is, what will we do with that extra time? 

In the current economy, we say time is money. "I think 

AI and robots are initially seen as tools to generate 

more productivity, efficiency, and profit. But there will 

be a turning point within the next five years. After that, 

we will use them for more sustainability and generative, 

organic farming. The time freed up by robots and 

technology will be spent on doing things better, more 

dignified, and more natural. We will use technology 

like AI to determine where and when we can cultivate 

organically. What normally takes a lot of time and money 

will become easier and accessible for everyone with the 

use of technology. Without harming nature." 

And there is so much more 

That's where it started, how to use technology like AI 

and robots to go back to what is important. Back to 

nature, back to being human. "Our brains are made 

for much more than what we are currently doing. 

As robots take over our work, we will discover that there 

is much more. By aligning with nature and embracing 

new technology, we haven't seen anything yet. 

Focusing on the new will make us soar, and there is 

so much more that can be done." 

Christian Kromme 


CLIENT 

DÉLIDIS 

client 

Délidis 

tackles 

challenges 

head-on 

Wim Peeters 

Délidis is a supplier of fresh vegetables, 

fruits and meats in the Belgian town of Gierle. 

The family business, managed by Wim Peeters and 

Jan Peeters, delivers fresh products daily to a wide 

range of customers, including restaurants, 

schools, hospitals, and even shipping. 

Offering freshness tailored to customer needs and 

collaborating with reliable partners are the core 

values of Délidis. According to proud co-owner 

Wim Peeters, it's only natural that Délidis has been 

a loyal customer since the opening of Aartsen in 

St. Katelijne Waver over 25 years ago. "Our long 

and intense collaboration means that we are very 

well attuned to each other," says Wim Peeters. 

We speak with him about the company, 

the collaboration, and especially the trends and 

developments. "When it comes to delicious and 

conscious food, we don't shy away 

from any challenge" 

UNO, one of Aartsen's private labels, is a favorite. It's the taste 

and quality that make the difference. "That's the strength of 

our collaboration. Quality and the choices of our customers are 

fundamental. Customer satisfaction is our motivation and the basis 

for the successful partnership." 

Fresh vegetables, fruits, and meat 

It's the combination of fresh vegetables, fruits, and meat that makes 

Délidis special. And all fresh and tailored. "Regarding potatoes, 

vegetables, and fruit, we have a wide range. Our assortment is 

tailored to the demands of our customers and the selections we 

offer based on season, availability, price, and quality. Customers 

can order everything tailored. We advise, portion, cut, package, 

prepare, and ripen. It's quite possible that one product is delivered 

by us in up to fifteen different ways. That's what we call fresh 

and tailored." 

State-of-the-art fresh center 

To manage all the freshness tailored to orders, Délidis has 

a state-of-the-art fresh center and an extensive transport network. 

"We work 24 hours a day and 6 days a week. Since our customers 

can place orders until midnight, the focus of our activities is on 

preparing orders during the night, with a peak between 1:00 

a.m. and 4:00 a.m. This ensures that our drivers can deliver the 

orders on time. During the early hours of the morning, we make 

purchases and receive fresh goods later in the day. After a quality 

control following the FIFO method upon receipt, we can start wellorganized 

order picking." 

Less meat is trending 

As a meat provider, Délidis sees that consumption is still significant, 

but less meat is trending. "We notice that the demand for plantbased 

alternatives is growing, which is why we are ambassadors 

and exclusive distributors for Redefine Meat. They use 3D printers 

for production. Very innovative and forward-thinking. Even our 

butchers were impressed by the taste and quality of the products." 

Adapting to new developments 

Like other companies, sustainability is also an important 

development at Délidis, aiming for fewer packaging and less 

waste. But when it comes to trends and new developments, 

Délidis doesn't shy away from any challenge. "We are constantly 

working to translate trends and the demands of our customers 

into new products, ingredients, and recipes. For example, there 

is an increasing demand for products that are already processed 

or prepared. That's why we are increasingly asked to develop 

high-quality prepared products, from sauces to complex meals. 

Specifically for this, we have established the preparation workshop, 

where a team of culinary chefs develops and cooks recipes and 

dishes daily, which the customer only needs to heat up and finish." 


INNOVATION 

SEKOYA 

Hans Liekens 

Menno van Breemen 

SNACK SIZED 

BLUEBERRIES ARE TRENDING 

SEKOYA closely follows the trends of blueberries and reaps 

the benefits. Hans Liekens, value chain & retail manager, 

is responsible for the marketing and retail of SEKOYA from 

Belgium to Hong Kong and from Zimbabwe to Kazakhstan. 

It is one of the fastest-growing platforms globally. 

Menno van Breemen, CCO of Aartsen, and Hans Liekens 

discuss the success formula. A production growth from 

20 to 86 tons of blueberries in the coming years. 

The success of SEKOYA is significant, and the company is 

expected to produce 20% of the world production in 10 years. 

With the plants firmly rooted in the ground, the next phase 

is a mathematical exercise. 

What does that mean for your company, 

and how do you view the trends? 

Hans: "Currently, blueberries are the biggest item in the fruits and 

vegetables category in Canada. In the UK, blueberries have become more 

valuable in 3 years than bananas. The interesting contradiction is that 

supermarkets still pay little attention to them. There are specialists in all 

kinds of fruits, but with blueberries, they are hardly known. There is a rich 

variety of potatoes and apples, available in various types and brands. 

In contrast, blueberries are often available in one packaging, despite the 

significant variation in varieties." 

Menno: "We import berries from many European countries, as well as 

from South Africa, Chile, Peru, USA, Canada, Mexico, Morocco, 

Zimbabwe, and Australia. Looking back at the rise of blueberries from 

countries like Peru, China, and Asia, we see that this fruit is one of the 

fastest-growing categories for Aartsen. We play a crucial role as a 

company with our distribution. For the first time, consumers see the 

difference between blueberries. We sell to greengrocers and specialty 

stores that tell the story behind the blueberry to their customers. 

We organize tastings where we inform people about the origin of the variety. 

What defines this variety? And where does this variety come from? 

That, in our view, adds value and provides information to the consumer." 

Why do you sell so many SEKOYA berries at a distinctive price? 

Hans: "If people eat a low-quality blueberry, they often stop buying it 

between 6 and 10 weeks. They think, 'I'm paying 5 euros for a box that is 

not of quality; I'm not going to eat it anymore.' Whereas, if you know 

that people are not disappointed, that is where the significant added 

value lies. When we compare these varieties with some others, SEKOYA's 

blueberry is much firmer, and more importantly, it stays firm. After 60 

days, a SEKOYA blueberry is still better than a standard blueberry that 

was just picked. This, combined with the taste and larger sizes, makes a 

difference.An interesting anecdote: a long time ago, I learned that product 

positioning was essential. During a Chiquita promotion, bananas were 

positioned as a snack. This led to a tremendous sales success. 

People bought a banana for 1 euro each at the gas station checkout, 


INNOVATION 

SEKOYA 

creating significant value. People think of candy, not bananas, at the 

checkout, and that turned out to be the success. The reason I bring this 

up? We are now used to eating blueberries in our muesli and yogurt. 

Few consumers know that the new version is perfect as a snack. In fact, 

the snack category is now 4 times larger than the breakfast category. 

Imagine if you can get into that; then, you can start calculating. 

This opens up opportunities for new channels that cannot be achieved 

with other berries, and this is a great opportunity for Aartsen." 

At WP Fresh 

we live our passion, 

our passion is 

living fruit. 

Menno: "To stay on the theme of trends: you see more and more that 

producers are producing something that has a certain yield for a grower. 

Of course, a fair way of thinking, but our focus should also be on 

distinctiveness and the long term. Because at Aartsen, taste always wins! 

There is one person who needs to come back, and that is the consumer. 

We often hear that they have to pay more for that one berry, to which we 

say: take it for that lower price, and if you want to pay more, come back 

to us. They almost always come back... Also, think about certain other 

packaging to create demand. At Aartsen, we always think ahead." 

Hans: "The discussion you bring up, I still have it often with smaller farmers. 

The smart ones are on board, but the farmers who continue to choose a 

lesser variety may still sell their blueberries as frozen products in 3 years. 

No one will want to buy fresh blueberries then. They see that the story you 

tell is true. We focus not only on supermarkets but also on people who 

want to tell a story about a product. That's why it's a perfect match for us, 

and we are extremely interested in all new varieties worldwide. 

Aartsen's customers handle them in an artisanal way, and that's 

the difference. Your added value, your final quality check with people, 

makes a big difference in this channel." 

How do you ensure the quality check? 

Hans: "We collaborate globally with 14 SEKOYA partners, which creates 

healthy competition. Everyone can plant wherever they want. Today, it's in 

31 countries, keeping each other sharp in terms of pricing. Additionally, 

we have introduced a quality stamp. If this stamp is on a packaging, 

we guarantee that the berries always meet the right specifications. 

No soft berries, no sour taste. We are currently testing this in Germany 

and want to roll it out globally. This stamp can be on any packaging if 

we audit and approve them. At producers, there is sometimes the 

suggestion to taste blueberries in a handful of at least 5 so that you 

don't taste the sour one. We don't participate in that; we choose quality." 

How do you continue to innovate and improve? 

Hans: "We have looked for five complementary varieties. We are looking 

for one more variety, and then we can plant worldwide. All of this has to 

do with temperatures during the day and night. The beauty of it is that 

throughout the year, there is always a region where you can harvest. 

In phase 2, we sought a consistent quality. We want the blueberry to be 

consistently tasty across varieties: no sour or soft berries and ideally 

a nice thicker berry. 

What do you do in terms of marketing targeted at consumers? 

Hans: "You can find us at all major trade fairs worldwide. We try to show 

people the light. We display the on-the-go packaging with the main goal 

of presenting the blueberry as a snack. I see that supermarkets and 

consumers love the extra packaging line. You can see that the demand 

is created. We attend many events, and supermarkets pick up ideas 

there as well. We truly opt for pull marketing instead of push marketing. 

Our strength lies in the variety of varieties. When it comes to superfood 

and health, that's the main reason people in Europe eat blueberries." 

Menno: "In Hong Kong, people are much more into skincare and 

what the blueberry does for my skin. They believe it makes you look 

more energetic! There are many continental differences, making a 

global campaign not work. But health remains the trend and driver 

behind blueberries." 


We 

run 

team 

Aartsen 

Steven Joly 

Maxim Lelievre 

We enjoy challenging our colleagues and partners, 

including growers and clients, to run. Aartsen takes part in 

various running events with a team. During these running 

events we run 10 km and celebrate this performance 

together afterwards. We have listed the upcoming running 

events on page 63. But first, we would like to introduce 

you some sportive colleagues. 

Aart sen 

Jeffry Kuypers 


WE RUN AARTSEN 

LOVE 

Maxim Lelievre 

Warehouse Crew 

 

Steven Joly 

Sales 

Jeffry Kuypers 

Sales 

"I average over 

30,000 steps every day." 

"We have a lot of young people, 

but also seasoned individuals 

who are young at heart." 

"I am exactly where 

I wanted to be." 

I used to be more active in sports than I am 

now, but I'm still fairly athletic. I engage in 

fitness and cycling. I used to run and swim 

a lot in the past, but it's less frequent now. 

I consider a sporty and healthy lifestyle 

important; they go hand in hand. I genuinely 

try to eat healthy, snack less, and stay active. 

Our work is certainly active. On average, 

I take over 30,000 steps every day. My record 

is 46,000 steps in one day, but that was an 

extremely busy day. 

I got connected to Aartsen thanks to my 

half-brother. I initially did five years of 

seasonal work. For the past two years, 

I've been a permanent employee. In the 

warehouse, I prepare orders for customers 

and perform maintenance. Additionally, 

we assist with stock in the sales area when 

needed. We work long days, and that means 

we get to know each other well and must be 

able to rely on each other. It suits me very 

well. Moreover, it's gratifying when customers 

are happy that their order is ready, and they 

don't lose time waiting. It doesn't always 

happen, depending on the workload, 

but we work hard at it. 

Aartsen pays much attention to the events 

we sponsor. I think that's good because 

it encourages us to be actively involved 

in sports. It brings people together. 

Colleagues gather to participate in sports 

or to support each other. Together, we form 

a close-knit team. You can see it in practice 

as we help other departments when they 

need it, and vice versa. Communication is 

crucial in this, and I have the impression 

that we do this well. 

Our team is growing, and it's good to 

notice that we have similarities, but also 

differences. This is important because 

thanks to the differences, we complement 

each other perfectly. Within our team, 

we see many young individuals, but also 

mid-career professionals who are young 

at heart. Everyone gets along very well. 

After work, colleagues make plans to engage 

in sports, enjoy some drinks, or go out for 

dinner. Our team is well-coordinated in all 

aspects. 

I am sociable by nature and I particularly 

enjoy interacting with my clients. Over time, 

a genuine friendship develops with clients. 

Some I've known since I started working 

here. You also get to know their spouses, 

children, and hobbies. A bond of trust grows. 

This is crucial because everything they buy, 

they buy unseen. They rely on my advice. 

In addition to my sales duties for my clients, 

I am responsible for Driscoll’s and Zespri. 

I manage the inventory, and I motivate 

colleagues to sell these excellent products. 

Although I'm getting a bit older, I still try to 

engage in sports regularly. But honestly, 

it's less frequent than before. I play soccer 

once or twice a week, paddle once a week, 

and occasionally go to the gym. Of course, 

I try to watch my diet. I inherited that from 

my parents. We have a fruit bowl here in the 

office, and when the fruit is there every day, 

you're much more likely to reach for it. 

Since I started working at Aartsen in 2009, 

I have taken part in numerous running 

events. This time, during the Urban Trail in 

Antwerp, I definitely had to endure the most 

compared to all the times I've participated. 

Years ago, my career at Aartsen began by 

preparing orders. After that, I worked in the 

Cash and Carry, and eventually, I transitioned 

to the office. In addition to sales, I oversee 

Pink Lady as a brand, and I am the head 

cashier. It's a logical progression within 

Aartsen if you have ambition. By progressing 

in this manner, you become very familiar 

with the organization and understand how 

everything works. I really enjoy this work: 

I am exactly where I wanted to be. 

I find great pleasure in searching for goods 

every day that my customers will appreciate. 

I always discover products that I know some 

of my customers would want. By thinking 

outside the box, I try to grow together with 

my customers. 

How sporty am I? I used to be. I want to 

change that again, but it's challenging. 

I used to run and do strength training. 

In 2024, I began exercising again. 

I rediscovered how much I enjoy running. 

It takes a bit of effort to get into the rhythm, 

but it improves with time. Moreover, you see 

things during running that you wouldn't 

notice otherwise. And that's also beautiful. 

By the way, if you're on the advertising 

poster, you have to participate yourself, 

of course. 

QUA 

LITY 

With you every single day 

CUADRASPANIA 

58 | TRENDING

WALL ART 

Mural, 

mural on the wall 

WHAT IS THE TRENDIEST STREETART OF THEM ALL? 

If you have a snow-white wall, a mural is always 

a good idea. In a magazine that revolves around trends, 

street art cannot be missing. You can find it in all major 

cities worldwide. Modern artists like Banksy are the 

Rembrandts of our time. It inspired us too: together 

with Dutch street artist Marloes Kiewit we turned our 

workspace into a work of art. 

Marloes's mural not only adorns the wall at the Aartsen 

headquarters in Breda, but also serves as an illustration 

on this edition's 'Limited Harvest' T-shirt. Here, too, 

you can see the popularity of street art reflected in the 

use of merchandise. Take an artist like Banksy, 

whose work can be found more on T-shirts, mugs, pens, 

and cards these days than on the streets. We're curious 

to see where Aartsen's fresh mural will pop up soon. 

If you're interested in seeing more of Marloes Kiewit's 

work, scan the QR code and visit her website: 

60 | TRENDING 

TRENDING | 61

GROWER 

ALIMER 

Grower 

"OUR GOAL: 

zero waste at 

home and in 

the field" 

The Spanish cooperative Alimer has a lasting 

partnership with Aartsen since 1998. Alimer is 

offering farmers and stockbreeders the best 

profitability so that they can perform their activities 

in a sustainable manner, providing them with 

economic growth and development opportunities 

for them and their environment. Sustainability is 

a core focus, seen in circular practices, solar energy 

use, and innovative projects. For example Alimer is 

transforming by-products into animal feed. Alimer's 

story reflects a commitment to balance profitability, 

sustainability, and consumer satisfaction in the fruit 

and vegetables industry. “Everything to achieve 

our goal of zero waste at home and in the field.” 

According to Jesús Abenza Molina from Alimer. 

“The relationship between our companies goes back more than 30 years, I couldn't 

say for sure when we started working together. I personally had the great fortune 

of crossing paths with Jack and his team in October 1998. I had been working here 

for 2 years but until that time I was performing other tasks, and I have to say that in 

many ways he has been my mentor. I liked how determined and confident he was 

about the future of the world of fruit and vegetables. Since the early days of our 

business, Aartsen has always maintained a professional relationship of trust and 

growth with us. We have always approached joint projects with respect, affection 

and professionalism.” 

What can you tell us about sustainability in your company? 

“The cooperative needs to be profitable, like any other business, but in the case 

of Alimer the method for achieving that profitability needs to be viable sustainable. 

Our production is managed by families rooted in the land where their parents and 

grandparents have lived and where their children will live, so concern for taking 

care of the land and the environment is top priority. We have always practised the 

“circular economy”, even before this term was coined. It's all about making effective 

use of what we have, as we have always done, previously by instinct but now 

in a planned way.” 

The people of Alimer in the cooperative's field 


GROWER 

ALIMER 

Do you have some examples of sustainable projects? 

“For instance, agricultural by-products are used for animal feed 

within the cooperative. And the manure that these animals produce 

is used as a natural base fertilizer to nourish the land. Production 

of solar energy for our own use in our factories and on our farms. 

We use Alimer fertilizers developed by our technical team tailored 

to our type of soil, the plant development process and the different 

crops we grow in our area, in order to use the minimum number 

of active substances and employ them in a more efficient and 

environmentally friendly way. We have our own testing field that 

we use to develop new and more sustainable ways of cultivation. 

And finally, we test different varieties, together with the main seed 

companies, to select those best adapted to the new climatic 

conditions.” 

Can you be sustainable in a profitable way? 

“We strive to provide maximum profitability as well as the 

technological and innovation tools that allow members of the 

cooperative to improve their day-to-day activities and make their 

product competitive in the market. Our distinct way of making 

our operations profitable is by improving the efficiency of our 

processes. As a multi-sector cooperative, we share material, 

human, transportation, infrastructure, and financial resources, 

which makes us more competitive as we manage them globally 

over a longer period.” 

Running 

soon. 

What are the technological and innovative tools that you offer 

to your members? 

“All our projects undergo a process of maturation and development 

to adapt them to our crops. Some are aimed at the final process of 

placing them on the market, while others focus on improving internal 

processes. We have just started a process for transforming byproducts, 

for example watermelons that are not suitable for 

the market, broccoli stems, lettuce and artichoke leaves which, 

mixed with vegetable waste, and at a very low price, give us 

a mix of animal feed for ruminants in periods of drought when there is 

not enough pasture. A few years ago we launched Alimer fertilizers, 

which have been a great success, improving the quality and yield at 

a low cost and reducing the use of fertilizers.” 

"Aartsen has always 

maintained a 

professional 

relationship of trust 

and growth with us" 

What are you doing to meet the expectations of 

the demanding consumer? 

“The most direct way to meet consumer expectations in these 

uncertain times is to offer a regular supply. So, we are diversifying 

varieties and areas to make it possible for us to harvest and market 

our products on a weekly basis. But we think it is necessary to go 

one step further and put more information in the hands of consumers, 

so that they know the difficulties we are facing with the changes 

brought by the climate, with periods of heavy rains and prolonged 

droughts. This is the challenge of the current global climate situation, 

and we have to solve it together. Consumers also have to consider 

that sustainability is also in their hands, by making the most out of 

the products grown in the fields. Perhaps this is the time to reflect on 

why a fruit that is smaller or imperfectly shaped has to become a 

by-product. Everything to achieve our goal of zero waste at home 

and in the field.” 

Speaking of trends, how important is organic produce? 

“The current production is 360 hectares, and Alimer's strategy is 

to offer the best selection of our crops for as long as possible. 

So, with respect to the lettuce varieties, we offer Mini Romana 

and Little Gem Bio for 30 weeks, while in the brassica family, 

we offer broccoli and a little bit of cauliflower, and during the summer, 

watermelons. All of these with the aim of offering a varied diet of 

organic products to the consumer.” 


WORLD OF AARTSEN 

world of 

Aartsen 

Jubilees 

Angelique Geraerdts 

Interior cleaner 

Since June 14th, 2011. 

Part of team Aartsen for 

12,5 years on December 

14th, 2023 

René Breestraat 

Warehouse Crew Since 

Ocotober 1st, 1998. 


25 years on October 1st, 

2023 

Tim Huberts 

Warehouse Crew 

Since June 14th, 2011 


12,5 years on December 

14th, 2023 

Christmas 

On Friday, December 22nd, we enjoyed our annual Christmas 

breakfast across all our locations. From juicy smoothies and 

sandwiches to delightful cinnamon rolls and cheesecake, 

it was a feast for the taste buds. During this festive moment, 

Christmas gifts were also distributed: stylish Elvine winter 

coats. Our colleagues and retirees had made their choice and 

tried them on a week in advance, so they could leave after the 

Christmas breakfast with a subtly printed Aartsen message 

on the inside. Everyone is now staying warm this winter in 

their brand-new jackets! 

The versatility of Marlene's apple 

varieties shines once again! 

We wanted to show our valued 

customers how diverse and delicious 

the new harvest is. Therefore, 

we came up with a flavorful 

promotion: we sent our customers 

a surprising mailbox package filled 

with ingredients to bake a delicious 

apple pie. And there was more: 

customers also had the chance 

to win something special. 

A stunning new Marlene bicycle. 

All they had to do was share a fun 

photo with Marlene on social media. The rightful winners have already 

been announced, and we are pleased to see how many apples have 

been sent out. 

SPONSORED 

FOOTBALL 

SHIRTS 

These sporty boys shine on the field in their 

brand-new uniforms sponsored by the Aartsen Kids 

Foundation. They not only give their best in training 

but also contribute to the visibility of our Kids 

Foundation. 

Bus in Venlo 

In 2024, two Aartsen busses will once again drive around the center 

of Venlo. For relations around Venlo: have you spotted it yet? 

Singelloop & 

Urban Trail 

With a big smile, we look back on another successful 

edition of the Breda Singelloop that took place 

on Sunday, October 1st. A record number of 166 

enthusiastic Aartsen runners lined up at the starting 

line. As in previous years, Aartsen was once again 

the proud main sponsor of the 10 km run. And that's 

not all! Just over a month later, on Sunday, November 

19, we took on the challenge at the Urban Trail in 

Antwerp. It was the first time Aartsen participated 

in this run in Antwerp, and we can proudly say that 

it was another successful event. With 58 energetic 

runners, we explored the beautiful city of Antwerp 

in a sporty way. We look forward to the next running 

event: the Venloop, scheduled for March 24, 2024. 

At Aartsen, we cherish our dedicated team members. 

As you may already know, we have established a club 

specifically for our colleagues with 25+ years of service: 

CLUB 9119. This year, we treated them to a day of fun in 

Venlo with coffee, Limburgse vlaai (a type of pie), 

and extremely enjoyable entertainment from Moniek 

Peeters, who shone in her role as a tour guide. From city 

exploration to a visit to a brewery and a delightful 

lunch—a well-deserved day out for our loyal team 

members. 

On October 2nd, René Breestraat celebrated 25 years 

as part of the Aartsen team. A truly wonderful milestone, 

and with this, he has officially joined CLUB 9119. 


COLUMN 

Angelica. 

"Where digital 

transformation 

meets fruits" 

Angelica Singjie 

Aartsen Asia 

Commercial Trader 

Digital transformation and e-commerce 

As an Indonesian immersed in the digital era, I have witnessed 

firsthand a remarkable impact of digital transformation and 

e-commerce in our society. It is fascinating to see how our 

digital savvy population, spending an impressive average of 5.5 

hours daily on mobile phones, has propelled the country’s digital 

commerce market. In just a span of five years, e-commerce 

penetration has exceeded 40%, with popular marketplaces like 

Shopee and Tokopedia bustling with activity and generating trillions 

of dollars in Gross Merchandise Value (GMV). 

Shift in consumer behavior 

The COVID-19 pandemic has accelerated a fundamental shift in 

consumer behavior. Online shopping has experienced exponential 

growth, with e-commerce transactions surging by 78%. 

From groceries to fresh produce, I have noticed how consumers, 

including my family/friends, have embraced the convenience of 

purchasing essentials online. This trend is expected to continue, 

with experts projecting that the value of e-commerce transactions 

will quadruple, reaching an estimated Rp 689 trillion in 2024. 

Cashless move 

The use of electronic money has witnessed a significant rise, 

with transactions increasing eleven-fold since April 2018. It is become 

increasingly common to see QR code- based payments or electronic 

cards, such as E-Money and Flazz, being accepted not only in 

e-commerce but also in transportation and traditional markets. 

This shift towards cashless transactions has greatly encouraged 

non-cash payments across various sectors. 

The power of Gen Z 

As a Gen Z, I can attest to the power and influence we hold 

in the e-commerce landscape. As the largest group within the 

productive age of 15-64, comprising 28% of the total population, 

we have grown up as digital natives. The efficiency, diverse 

product offerings, and attractive discounts offered by e-commerce 

platforms have made them our go-to destinations for shopping. 

In fact, Gen Z accounts for a significant 46% of total e-commerce 

transactions, showcasing our strong reliance on this digital 

platform. 

Trends in fruits industry 

In terms of the fruit industry, Indonesia's growing population, 

which surpassed 276 million in January 2023, presents immense 

opportunities for businesses. The rise of the middle class, coupled 

with a growing focus on health-consciousness and nutrition, has 

fuelled the demand for fresh and healthy food options, including 

fruits. It's exciting to see Indonesian fruits, such as mangoes, snake 

fruits, durians, and mangosteens, gaining attention in the export 

market since 2016, capturing the interest of overseas countries. 

Simultaneously, the trend for imported fruits has also witnessed a 

significant upward trajectory, with imports reaching one million as 

of May 2023. Apples, pears, grapes, and citrus are among the most 

consistently imported varieties, accounting for a substantial 92% of 

the total. Our Mamba and Grandezza brands are gaining popularity 

and becoming well-known among the Indonesians! 

TRENDING | 69

SPORT 

BREAKDANCE 

The Netherlands excels in this new sport and has a strong chance 

of winning Olympic medals in Paris. Menno van Gorp secured his 

third world championship in 2019, and the 17-year-old India Sardjoe, 

aka B-girl India, became the youngest participant ever to win the 

world title, establishing herself as the first European B-girl and a 

contender in Paris. Sardjoe took the time to answer some questions 

for NSFM and share insights into the most trending sport of the moment. 

During the battles, participants focus on specific moves to outdo 

each other. Set to the beats of a DJ, breakers showcase their strength, 

explosiveness, and special moves. India Sardjoe doesn't have a 

signature move yet, but she mentions mastering the Windmill, one of 

the fundamental movements in Breakdance, where the breaker rapidly 

moves their legs in the air. In addition to existing moves, participants 

can invent their own, making creativity a crucial aspect of a battle. 

Breakdance is a creative sport that demands a significant amount 

of strength. In the upcoming months, b-girl India is preparing for 

her Olympic battles. Maintaining a healthy diet is crucial: "It's truly 

high-performance sport, requiring a change in your eating habits. 

I recently got a dietitian to help me with that," says Sardjoe India. 

There's a focus on incorporating plenty of fruit and vegetables into the 

diet on the road to Paris. "My favorite fruit is melon, but I especially 

eat a lot of mandarins during the week and during competitions." 

"My favorite fruit is melon, 

but I especially eat a lot of 

mandarins during the week 

and during competitions" 

ABOUT INDIA SARDJOE 

India Sardjoe (born May 19, 2006, 

in The Hague) is a Dutch breakdancer and 

also know as B-Girl India. She became 

Dutch Champion, European Champion and 

the youngest World Champion Breaking 

ever. In 2023, she clinched the gold medal 

at the European Games in Krakow, securing 

her spot for the Olympic Games in Paris. 

Breaking news 

Trending sport at the 2024 

Olympics: breakdance 

After surfing, sport climbing, and skateboarding, breakdance is making 

its Olympic debut in Paris. Breaking, as the sport is known in competition, 

features a field of 16 men and 16 women. These so-called breakers or 

b-girls and b-boys will engage in battles, attempting to defeat each 

other with various moves. A panel of judges will determine the winner 

and ultimately crown the first Olympic champion in Breaking. 


INTERVIEW 

FAIR HONG KONG 

Fruit Logistica 

ASIA 

interview 

7 QUESTIONS TO DEBY CHUNG AT THE HONG KONG FAIR. 

I’m Deby Chung, 

I’ve been working for 

Aartsen in Hong Kong 

for 2 years already, 

time flies! My first year 

I worked handling Chilean 

exports and this year I’m 

focused in New Business 

Development, especially 

Vegetables in Asia and 

Philippines sales. 

With what purpose did you go to the fair? 

I met with our partners in the Philippines and 

other growers from around the world, and also 

introduced our company and operations in EU 

and Asia to those visiting our stand. 

What did you see at the fair, 

what stood out? 

This year there were many attendants from 

mainland China, and my favorite part is that after 

a nice conversation with them, most of them 

will bypass the business card and just add your 

Wechat. With that, I can see not only updates of 

their crops but also the funny personal moments 

they like to share, this makes it easier to stay in 

touch after the fair, just by commenting on their 

posts. 

Did you have any special meetings? 

I had the chance to take our long time partners 

from Portugal, Vale de Rosa, and visit the local 

wholesale market and premium fruit shop in 

Hong Kong with them. It was nice to show them 

around, explain to them our market and cultural 

insights, also to hear from them about their 

hometown and how it compares to a big and busy 

city like 

Hong Kong. 

What are your highlights of the fair? 

I was able to join for our event with our grower 

partners and it was really special. Every year 

we organize an event for our growers around the 

world. After many editions it's nice to see it’s a 

very sought after event where people want to be. 

I enjoyed chatting in a more casual setting with 

suppliers I have worked with since my first day 

in Aartsen, and making new friends as well. 

Some of them talk to our team on the phone 

every day and it’s always really nice to meet in 

person and share some laughs. Food and drinks 

were delicious, that’s another highlight. It was 

particularly a special night because we had the 

strongest rain in Hong Kong in more than 130 

years, and I’m glad everyone made it safe back 

to their homes and hotels. 

What would you do differently next time? 

Asia Fruit Logistica in Hong Kong, is our home 

game, and our schedule was packed with 

meetings since before the fair began. Also, 

it is much bigger than last year’s in Bangkok, 

I hope that next year I can have more time to 

walk around and visit other stands. 

How would you describe this experience? 

One of the things I enjoy about being part of team 

Aartsen is that I like the people I get to talk to 

every day, they are all around the world, and we 

talk by phone, email or Whatsapp, but meeting 

in person is the cherry on top. This experience 

is really special, because it’s so nice to gather 

everyone together and discuss with them 

about future plans to grow together, strengthen 

relationships and share a bit more about our 

city with them. 

When it comes to the topic of trending, 

are there certain notable buildings, special 

features in Hong Kong? 

I hope that our visitors don’t miss the 

M+ museum, it opened in November 2021, 

and it has fascinating exhibitions of contemporary 

art, design and architecture. I grew up in Panama 

in Latin America, and was not exposed to many 

Asian artists, that’s why I enjoy so much their 

collections of Chinese 

contemporary art. 

You can also take 

a walk along the 

West Kowloon 

Cultural 

District and 

have an 

amazing 

view of the 

harbor and 

Hong Kong 

Island. 

Grandezza measure keychain 

Emile Marais, company Dutoit and Ka Wai Tam 

Rik, Mr. Hu, Menno and Freek 


INTERVIEW 

FAIR MADRID 

Fruit Attraction 

interview 

MADRID 

7 QUESTIONS TO CHRISTIAN DEN HEIJER AT THE MADRID FAIR. 

Richard presents Eloy Hernández Alamo with a well-deserved award for being a reliable partner 

My name is Christian 

den Heijer, 26 years old, 

and born and raised in 

Scheveningen. 

Since September 2022, 

I've been working at 

Aartsen in Breda as an 

International Trader, 

and I've been living in 

Breda since March 2021. 

What was your purpose in attending the fair? 

At the moment, I am responsible for imports 

from Egypt, Lebanon, and Israel. Recently, 

communication with current and potential 

partners has been through emails, calls, 

and video calls. The primary goal of attending 

Fruit Attraction Madrid 2023 was, therefore, 

to meet everyone face to face. Despite the 

seamless global communication technology 

we have, I personally find face-to-face contact 

important and a great way to truly connect. 

What did you see at the fair? What stood out? 

Upon entering Fruit Attraction, you feel an energy 

that's hard to describe — a kind of energetic kick. 

There are various nationalities presenting a wide 

array of fruit and vegetables, all with one common 

goal: making the world smaller. I've attended 

a few fairs for fresh fish and shrimp in recent 

years, and compared to the fruit and vegetable 

industry, it's different. Fruit and vegetables are 

more seasonal, making it more interesting and 

dynamic. It's good to talk to people from different 

countries about this. One of the topics discussed 

was global warming, which is crucial for everyone 

to address and support each other in the coming 

period. AI and robotics were also discussed. It was 

fascinating to see how some companies implement 

these technologies. I noticed stands, not far from 

ours, where companies had nothing but a VR 

headset, allowing you to virtually walk through 

the fields. There was also a section with robots at 

the fair that can optimize automation in the fields, 

which is super interesting. Currently, these are 

still significant investments, but I know there are 

already robots in use with cameras going through 

fields to assess whether the fruit or vegetables 

have any deficiencies or are ripening. Regarding 

3D printers, which have been a source of concern 

for me in recent years due to their potential impact 

on employment, I didn't come across any of them 

at the fair. 

Did you have any special encounters? 

All encounters were special for me because, 

as mentioned earlier, it was the first time I had 

the opportunity to meet everyone face to face. 

Meeting the current partners for our house 

brand Dots was special; together, we successfully 

launched a new brand in the market. 

We discussed this together and also brainstormed 

about the upcoming season. It was also special 

to come across different customers of Aartsen 

at the fair. You can tell that Fruit Attraction has a 

large international reach, making it an interesting 

meeting place for every fruit and vegetable trader. 

What were your highlights of the fair? 

The entire experience with the Aartsen team 

in Madrid was a highlight. You get to know 

your colleagues better, and at the same time, 

it's very educational to listen in on meetings. 

Another highlight for me was going with Menno, 

the current Commercial Director of Aartsen, 

to visit the stands in Egypt for various meetings. 

We evaluated the past year and discussed 

how we, as partners, can best bring fruit and 

vegetables to the market in the future. 

What would you do differently next time? 

Honestly, I wouldn't do anything differently. 

I thought it went really well, and I felt good 

every day. 

How would you describe this experience? 

Fantastic. Boarding the plane with different 

colleagues to spend 3 days in Madrid talking 

to current and potential partners and customers 

about fruits and vegetables is the best feeling. 

Did anything from the city of Madrid 

stick with you? 

I didn't see much of the city itself, except for the 

venue where Fruit Attraction 

was held, which, by the 

way, is a beautiful, 

modern building. 

What will 

certainly stick 

with me is the 

restaurant 

Mesón Txistu 

where our 

group had 

dinner in the 

evening— 

delicious 

Spanish dishes 

with good wine in 

a fantastic ambiance. 

We also had a brief tour of 

the restaurant, where we could 

see which famous people had eaten there before. 

I'm curious when my photo will be on the wall ;) 


CREATIVE TALENT 

NIKKI LANGKEMPER 

creative 

talent 

My design process often begins with controversial 

topics. Deciding to research how to implement 

AI into my art also originated from my interest in 

digital art. During the initial phase of my research, 

I delved into the criticism. I also started generating 

my images, acquainting myself with diverse AI 

generators and studying the works of other AI 

artists. I noticed a prevalence of photorealism 

and illustration in AI-generated art. 

The works often lack diversity and are full of 

clichés because the input (database) is the 

same for everybody. As an artist with my own 

style, this lack of individuality and creativity 

gets dull quickly. The potential of AI lies in 

collaboration, through which it can optimize, 

inspire, and enhance us as designers. In my 

research, I explored those collaborations. 

I found a way to make Midjourney (the program 

used in this project) react and generate images 

based on my artwork. 

The final work is a book that serves as a learning 

resource and a source of inspiration. I aim to 

convince as many people as possible of the potential 

of AI. Hence, a two-sided book. The purple side 

is for those who still have doubts, providing an 

introduction and reassurance. The orange side 

is filled with ways for individuals to generate their 

content with AI. 

During the presentation of my book, 

I engaged in several conversations with 

people. All the discussions were enjoyable, 

but the talks with people who had already 

formed a negative opinion were the most 

stimulating. As the conversation progressed 

and they flipped through the book,I noticed 

that some of them slowly began to accept a 

new perspective on AI. The artists I spoke were 

afraid of AI stealing their work. With significant 

developments happening daily, I advocate for 

new laws that protect artists. When working with 

AI, it's crucial to remember that it's a new tool we 

need to learn to master. Humans should always 

strive to be in control and view it as 

a collaboration. 

IF I DIDN’T 

CREATE 

ANYTHING 

During the final years of my study, 

I witnessed a growing critique of artificial 

intelligence (henceforth AI) among fellow 

students and the art community. This critique 

was the driving factor for 'Als Ik Niks Meer Zou 

Maken,' my project through which I graduated 

from St. Joost School of Art & Design, 

majoring in New Design & Attitudes. 

Nikki Langkemper 


FRESH BITES 

FRESH BITES 

The Bambara 

groundnut noodle 

Futurecrop Bambara groundnut meets instant 

noodle. The Bambara groundnut has been farmed 

for centuries, but if you don’t live in sub-Saharan 

Africa it is nearly impossible to get your hands on 

this healthy and hardy legume, unless…you buy 

groundnut instant noodles from Singapore’s start-up 

WhatIF Foods. Usually, convenience foods and 

superfoods don’t play very well together, but in this 

particular instance they make for an interesting case 

study, and more importantly, for future-savvy 

partnerships. 

Salt, Fat, Acid, Heat 

While this book is not specifically focused 

on food trends, it provides a comprehensive 

understanding of the elements of good cooking 

and can help you make better theoretical choices 

about food. Samin Nosrat is an Eat columnist at 

The New York Times Magazine and the host and 

an executive producer of the Netflix original 

documentary series based on her book. 

She lives, cooks, gardens, and laughs 

in Berkeley, California. 

TIP 

Eat outside the box 

Notpla has developed edible packaging based on algae, which is 

biodegradable and can be consumed or composted. From the 

forests below the sea comes our greatest ally in making this 

innovation: Seaweed grows quickly, and needs no freshwater, 

land or fertiliser. It captures carbon and makes the surrounding 

waters less acidic. Seaweed forests are biodiverse, and can even 

filter out pollution from human activities. The more we grow of it, 

the better the effect. And the best part: worms, fungi and 

microbes love it. Instead of toxic waste, our containers 

become food for other living organisms. 

What-you-had-left GPT 

Come up with unique recipes with left overs, 

so you never have to throw anything away 

again. Chat GPT comes up with recipes that 

you would never think of. 

Fresh thinking 

OneThird, a startup based in Enschede, has developed scanners 

with infrared sensors to measure the freshness status of 

vegetables and fruits. By linking this technology to an extensive 

database of freshness analyses, the company can quickly 

calculate the final freshness of scanned products. The scanners 

are already being used by "dozens" of food companies, ranging 

from strawberry growers to distribution centers and retailers. 

For example, consumers in some supermarkets 

no longer need to squeeze avocados to check if they are ripe. 

Founder Marco Snikkers aims for a 25% reduction in food waste 

and related costs in the food industry and expects to significantly 

decrease the workload of food inspectors. 

Images: WhatIF Foods, Lobke.nl, Leen Bakker, Foster Victor, Shutterstock, Notpla, Amazone, CBS, Business Insider 

Trending furniture 

We have a strong need for freedom and space to 

breathe. Plants and flowers give us energy and will 

take center stage in the interior. Inside and outside 

are no longer two different living spaces, 

but are drawn together into one. 

The tipping point 

In this book, Gladwell explores how trends 

emerge and spread, and he introduces the 

concept of the tipping point - the point at which 

an idea, trend or behavior suddenly achieves 

widespread acceptance. Interesting insights into 

understanding trends and how they influence our 

world. However, it is important to note that the 

field of trend analysis is constantly evolving. 

"NEW YORK TIMES BESTSELLER" 

TIP 

Convenience is key 

The increasing trend of convenience in food 

consumption is evident in products like snack tomatoes 

and a new variety of broccoli with edible stems. 

A combination of various microgreens such as sprouts 

and radish shoots. Not only are they a colorful addition 

to meals, but they are also entirely edible and nutritious. 

These innovations not only provide consumers with 

convenience but also offer diversity and visually 

appealing options. In addition, it is incredibly sustainable 

because you do not have to throw away the remains. 


nonstop 

fresh/ 

COMIC 

FRESH LAUGH 

MAGAZINE FOR 

THE FRESH PRODUCE SECTOR 

嚟期嘅 NONSTOPFRESH MAGAZINE 係喺香港製造 

* 

WHEN WE TALK ABOUT HONG KONG IN THE NETHERLANDS, IT'S CONSIDERED 

THE FAR EAST FOR US. FROM A EUROPEAN PERSPECTIVE, ASIA IS THE OTHER 

SIDE OF THE WORLD. BUT HOW DO THEY SEE US FROM HONG KONG? 

AS AN INTERNATIONALLY OPERATING COMPANY, AARTSEN HAS OFFICES IN 

THE NETHERLANDS, BELGIUM, AND HONG KONG. IT'S HIGH TIME TO EXPLORE 

THE PERSPECTIVE OF OUR OFFICE IN HONG KONG ON NSFM AND HOW OUR 

COLLEAGUES IN SOUTHEAST ASIA PERCEIVE THE ROLE OF AARTSEN. 

AND FORTUNATELY, IN HONG KONG, THEY SPEAK ENGLISH ALONGSIDE 

CANTONESE. GET READY FOR THE NEXT ISSUE: MADE IN HONG KONG. 

*THE NEXT NONSTOPFRESH MAGAZINE IS MADE IN HONG KONG 

MADE IN HONG KONG | ISSUE 2 | 2024 

TRENDS | 81

Limited Harvest 

We are pleased to present you the fourth t-shirt of the Aartsen collection: 

Limited Harvest. You’ve probably spotted the illustration before on page 58. 

This is the artwork that you can admire at the Aartsen headquarters. The fourth 

unique t-shirt features this awesome wall illustration. Which is only available via 

aartsen.com/en/trending. We love taking on the challenge and are only too happy 

to surprise you with our cool collection: Limited Harvest. Not simple merchandising, 

but something special. Will it stick to t-shirts? Who will say? 

You can order the shirt from March 1, 2024. 

To give all our relations 

around the world a fair chance 

to get their hands on this shirt.

21414_Aartsen_NSFM-Trends_Online_2

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