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UK's Fresca Group forms avocado JV with Cartama

FBR Staff Writer Published 15 March 2017

UK fresh fruit and veg supplier Fresca Group has formed a joint venture (JV) with Colombian Hass avocado grower Cartama.

The joint venture company, dubbed Cartama UK, will handle the commercialization of the avocados produced by the Colombian grower.

Cartama UK will look to tap into the explosive growth in consumption of avocado in the UK and Europe.

It is said to have evolved from an eight-year trading relationship between Fresca and Cartama.

The joint venture is also said to give them scope to come together and work strategically for the long term.

Cartama general manager Ricardo Uribe said: “This union between our companies is formalising what has already been in place for some time. It’s a partnership between two companies who share the vision of providing the best quality Hass avocados to the UK and Europe.”

For the Colombian avocado grower, the joint venture with the UK firm helps it to reach a broader market. Besides, it would also get to leverage on Fresca’s expertise and scope for further investment to help expand its growth.

Cartama UK general manager Paul Frowde said: “Cartama have proved themselves time and again to be a world class grower. We have developed a very special respect and relationship between our companies which I know will make this venture a great success.

“The high fruit volumes from Cartama UK add to and complement our existing supply base for avocados. I have every confidence that we have created a very different and very powerful proposition to suit the retail, wholesale and food service sectors.”


Image: Fresca and Cartama form avocado joint venture. Photo: courtesy of Fresca Group.