Hessing launches Just brand:zwaagdijk-oost—Having taken over the fresh-cut fruit operations of Chiquita in the summer, the Dutch group has now launched an original brand

摘要

Hessing Supervers, one of the largest processors of fresh vegetables and fruit in the Netherlands with an annual turnover of around ?200m, has set sail on a new course this year by launching its own brand for fresh-cut fruit.The label, named 'Just', is described by Hessing as an original, experimental brand that equals 'purity and naturalness'.It follows a move by Hessing in the summer of 2013 to take over the fresh-cut fruit activities of Chiq-uita's Benelux division. The group decided that in order to offer consumers a wider assortment, and to fully maximise the opportunities for fresh-cut fruit, it would no longer use the Chiquita brand, and would instead launch a fresh look.