Westfalia Fruit expands European presence with acquisition of Syros

SOUTH AFRICA – South African avocado producer Westfalia Fruit has enhanced its position in the European market by acquiring Syros, a Belgian food processor and distributor specializing in avocado-based products.

This move is expected to create new opportunities for the local avocado industry while solidifying Westfalia’s international presence.

Syros has been a trusted trading partner of Westfalia for years, sourcing frozen avocados for its private-label and branded products like guacamole, avocado oil, and meal kits.

Hans Boyum, Westfalia’s commercial director for Africa, emphasized the significance of this acquisition, saying, “Syros is based in mainland Europe, with good logistical connections across the continent, and strengthens Westfalia’s presence and product range.”

“We have ambitious plans for the future, and a steady supply of good quality avocados is necessary to support those plans.”

Boyum noted that while the acquisition may not immediately boost export volumes from South Africa, it creates potential for long-term growth. “Syros has been a customer of our frozen avocado products, and through our joint focus, we hope to increase our exports of frozen avocado products from Southern Africa.”

“It is important to note that, whilst Syros does not market whole avocados, internal fruit quality remains a priority for our avocados that are selected for processing,” he said.

Westfalia operates in 17 countries across five continents and is committed to sustainable agricultural practices and corporate responsibility.

The company described the Syros acquisition as “part of an ongoing strategy to expand the company’s global presence while maintaining its commitment to agricultural practices and responsible corporate citizenship.”

According to Boyum, the integration will not require significant additional investments in freight or logistics infrastructure.

“The locations of our operations in Europe already have the benefit of local infrastructure and logistical connections,” he said, emphasizing the smooth transition this acquisition enables.

In addition to its European growth, Westfalia has made significant strides in the Asian market, recently gaining access to China, India, and Japan.

This expansion is a boost for South African avocado farmers, particularly during the May-to-August harvest period when South American producers dominate the European market.

The company’s first shipment of avocados to China in October 2024 marked a key milestone, showcasing South Africa’s ability to deliver fresh, high-quality avocados with shorter transit times compared to Latin American competitors.

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