From Supply To Strategy: Westfalia Fruit Strengthens Marketing And Development Capabilities

Westfalia Fruit, a leading multinational supplier of avocados and a range of fresh vegetables and fruit, has established a new Customer Development Team, led by newly appointed Dani Busseni as Global Head of Customer Marketing and Development. The new appointments combine market insights, commercial strategy and category management expertise to identify growth opportunities for both customers and growers.

“I am very excited to be joining Westfalia at this point of its history, says 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 team will be working closely with leading retailers and foodservice operators to uncover and develop new opportunities in both fresh and fresh convenience segments.”

The group comprises Elena Ozeritskaya as Insight Manager, who leads market intelligence and data-driven analysis; Ryan Brits as Category Manager responsible for end-to-end strategy development; and Aurélie Lamotte as Customer Development Manager, focusing on strategic execution and local market implementation.

“Dani and the wider team were appointed to drive long-term, sustainable category growth and market development,” explains Wim Destoop, Chief Customer Officer at Westfalia Fruit, “Its goal is to unlock latent demand for avocados and avocado-based products by better understanding consumers, shoppers, customers, and supply dynamics. It’s about building the future collaboratively, not just satisfying today’s demand.”

Customer-led strategy driving market expansion

Rather than anticipating organic growth, Westfalia is now actively creating market opportunities through insight-led action and collaborative customer planning. The Customer Development Team acts as a bridge between commercial insight and execution. Crucially, it links supply-side realities with demand-side opportunities across markets.

“We analyze customer data but also develop thought leadership and insights that help retailers understand growth opportunities they might be missing,” says Elena Ozeritskaya. “We’re seeing strong appetite for plant-based nutrition, and functional foods, as well as a growing interest in fresh convenience avocado products. Another interesting area is extending product development across different size fruit, supporting growers total harvest. We’re targeting that white space through data-driven strategies tailored to each market’s unique characteristics.”

The team’s work involves robust category modelling, trend tracking and joint business planning with customers. Recent initiatives include developing global market demand models for guacamole, avocado oil, and frozen avocado that are already shaping internal pipeline planning, supported by growers and customer conversations. This analytical foundation enables more strategic discussions with retailers about category growth potential and optimal product positioning.

Working collaboratively with Westfalia’s sales teams, the Customer Development Team co-develops retailer plans, supports marketing messaging and aligns innovation projects with supply capabilities. This integrated approach ensures that new product development meets real consumer needs while supporting Westfalia’s total crop utilization strategy.

“Building on previous successes our role is to maximize demand and ensure the full crop finds a high-value, sustainable home,” explains Ryan Brits. By embedding market demand insights into the innovation process, as the wider Westfalia team, new product developments will address genuine consumer needs while advancing sustainability goals.

GEM avocados elevated into a strategic consumer brand

After successful introductions and commercialization in selected markets, Westfalia is now scaling up GEM, its premium avocado variety, as a strategic brand with bold ambitions for global recognition. Already enjoyed by consumers in multiple countries, GEM is now stepping into the spotlight and poised to become a flagship name in the avocado category, much like Pink Lady in apples or Zespri in kiwis.

“We see GEM not just as a superior product, but as a long-term brand asset,” says Aurélie Lamotte, Customer Development Manager Europe, Westfalia Fruit. “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.”

Key to achieving GEM’s potential is strengthened year-round availability. Leveraging Westfalia’s integrated global sourcing network, new origin development and advanced post-harvest technologies, the company is reinforcing GEM’s consistent premium quality 365 days a year. Supported by a distinctive and consistent brand identity across markets and bought to life with tailored retail activations and marketing plans Westfalia are confident that GEM will provide consumers with a premium choice driving value, loyalty and frequency.

Building strategic partnerships for sustainable growth

The Customer Development Team’s focus recognizes that different markets require different strategies, with each country having unique avocado penetration levels, shopper habits and retailer dynamics. By grounding strategies in local data while applying cross-market learnings, they can deliver more relevant and effective growth plans.

The team will showcase their category vision and innovation pipeline at Fruit Attraction 2025. This will serve as a further demonstration of Westfalia’s commitment to inspiring new thinking and building strategic partnerships that drive mutual, sustainable growth across the avocado category.

www.westfaliafruit.com

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