EFC C.V. and its subsidiary GKE N.V. have announced the merger of the two businesses. EFC CEO, Ilse Hayen will head up the new organisation. She explains the reason behind the merger.
“As a variety management company, our mission is to create added value for all the parties in the fruit supply chain.” Hayen says. “We achieve this by continuously searching for and developing exceptional, unique varieties, and building highly successful global brands, for which growers can acquire a license to grow. Traditionally EFC focused on the first part of the chain by optimising tree management and perfecting cultivation and GKE managed the brands. In practice EFC and GKE always operated as one team. This merger enables us to combine our growing and marketing strengths, in order to access and develop viable, successful varieties.”
EFC currently manages a portfolio of three apple and pear varieties, each of which has a secured recognised position in the international market. Hayen outlines the company’s approach: “Working closely with a strong network of licensing partners. around the world, we have successfully positioned our Kanzi®, Greenstar® and Migo® brands internationally as top-quality apples and pears.”
Demand exceeds production
EFC varieties have become global brands that enjoy a loyal and increasing fan base of both consumers and trade professionals. The success of EFC brands is evident from the fact that last season, demand volumes for Kanzi exceeded production. Hayen is, therefore, keen to increase production by planting more trees.
A new brand in the pipeline
“Kanzi® is, in fact, the number 2 apple brand in the world,” Hayen points out proudly. “And despite a declining market for pears, our Migo® pear continues to thrive.”
EFC’s technical experts will continue to search for and develop new varieties, for which their commercial colleagues will then create strong, high-performing brands. Hayen hints that a new apple variety is also in the pipeline. It’s clear that the new EFC will be a company to keep an eye on.
For more information:
EFC
Email: [email protected]
www.efcfruit.com