From 1 October 2025, Starfruit and Central Fruit will join forces and continue under the name ADW Fresh Trade. Both Flemish importers were already operating under the banner of Group A. De Witte, but with this official merger, they will move forward as one entity within the group from October. "It feels like a logical step for us, as both companies were already working very closely together. With the new name, we are taking another step towards further centralisation," says Group ADW CEO Jurgen De Witte.
© Starfruit Company Jurgen de Witte
"With the combined expertise and experience of both companies, we not only strengthen our product range, but also our position in the market," he explains. Why was this step taken now? "We noticed that in practice, working with two separate entities created a lot of extra administration, especially with foreign customers or retailers buying from both companies. Think of invoicing between the companies, separate purchase receipts, payments, and so on. By merging, we can eliminate this unnecessary complexity. In addition, to the outside world, particularly to new customers, it is clearer if we present ourselves as one company."
For both customers and suppliers, however, nothing will change, Jurgen assures. "All employees will remain on board, the contact persons will remain the same, and the locations will not change either. But there will be more internal cooperation. Over time, when existing colleagues eventually retire, we will not always need to replace them. Instead, tasks will be divided among current employees. Step by step, we are building a more central organisation. Our way of working is also changing. Through e-mail, WhatsApp, and our webshop, we see that less personal contact is needed than before. As a result, not every branch needs to have its own salesperson, cashier, or warehouse manager anymore."
New logo during Fruit Attraction
According to Jurgen, further consolidations within the group may follow in the near future. "That possibility is definitely there. Not in this financial year, which runs until 1 October, but afterwards, we will again evaluate how the market responds to this move. We expect generally positive reactions. It's a logical, and perhaps even refreshing step, because in our opinion, it only benefits both us and our customers."
ADW Fresh Trade will officially present itself under the new name for the first time during Fruit Attraction in Madrid. "That's also when we will unveil the new logo at a special event. We are keeping that under wraps for now, but at that moment we will invite customers and suppliers to join us for a drink and celebrate the new brand identity together."
ADW Fresh Trade will be present at the upcoming Fruit Attraction from 30 September to 2 October 2025. The group can be found in Hall 4, stand C03
For more information:
ADW Fresh Trade
Hoveniersstraat 13,
2860 Sint-Katelijne-Waver, Belgium
+32 2 242 62 00
[email protected]