Westfalia Fruit strengthens global marketing and development focus

GLOBAL – Westfalia Fruit has formed a new Customer Development Team to align its global marketing and category management strategies with customer needs.

The move marks a step toward deeper collaboration with retailers and foodservice operators while expanding the company’s commercial reach.

Heading the new division is Dani Busseni, who joins as Global Head of Customer Marketing and Development. “I am very excited to be joining Westfalia at this point of its history,” said Dani. “The new team represents Westfalia’s investment in long-term market development by bringing together specialist knowledge to transform data into actionable growth strategies.”

The new team includes Insight Manager Elena Ozeritskaya, Category Manager Ryan Brits, and Customer Development Manager Aurélie Lamotte. Together, they aim to identify growth opportunities and turn market insights into practical results.

A customer-led approach to market expansion

Chief Customer Officer Wim Destoop said the team was created to connect consumer insights with commercial planning. “Dani and the wider team were appointed to drive long-term, sustainable category growth and market development,” he explained. “It’s about building the future collaboratively, not just satisfying today’s demand.”

The team’s work includes analyzing market data, modeling category trends, and developing strategies for fresh and processed avocado products. “We analyze customer data but also develop thought leadership and insights that help retailers understand growth opportunities they might be missing,” said Elena. “We’re seeing strong appetite for plant-based nutrition and a growing interest in fresh convenience avocado products.”

Recent initiatives include demand modeling for guacamole, avocado oil, and frozen avocado, which are already shaping internal product pipelines. The data-driven approach allows Westfalia to engage retailers in strategic discussions about how best to grow the category.

GEM® avocados take center stage

After successful trials in several markets, Westfalia is scaling up GEM®, its premium avocado variety, as a strategic consumer brand. “We see GEM® not just as a superior product, but as a long-term brand asset,” said Aurélie. “We’re proud of what GEM® has achieved so far, and now it’s time to let it shine as a recognized name in premium avocados.”

Westfalia aims to ensure GEM®’s year-round availability through its global sourcing network and post-harvest technology. Consistent quality and a unified brand identity will support retail promotions and drive customer loyalty.

Building partnerships for sustainable growth

The Customer Development Team will adapt strategies to fit each market’s unique consumer habits and retailer structure. Their work will be showcased at Fruit Attraction 2025, highlighting Westfalia’s ongoing commitment to innovation and sustainable growth.

This development follows another milestone for the company. Westfalia Fruit recently partnered with Swiss agri-tech firm AgroSustain to reduce food loss and chemical use in the avocado supply chain. Trials in Colombia, Chile, and Peru using AgroSustain’s edible coating, Afondo, have delivered strong results.

“Westfalia is proud to be at the forefront of innovation in the avocado sector,” said Andrew Mitchell, Head of Innovation at Westfalia Fruit. “Our collaboration with AgroSustain reflects our shared commitment to sustainability and delivering high-quality produce to our customers.”

Westfalia has already started commercial trials in Europe, and early results show that Afondo can cut post-harvest fungicide use by half while maintaining natural fruit quality.

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