25 June 2008 - Friesland Foods and Jamaica Producers Group (JPG) have reached agreement in principle on the sale of Hoogesteger Fresh Specialist BV to JPG. Both parties expect the sale to be finalised within a few weeks.
Hoogesteger Fresh Specialist BV in Zwanenburg is the leading producer of fresh fruit juices in the Netherlands and is part of Friesland Foods Western Europe. JPG is the parent company of The Serious Food Company UK, which operates predominantly in the United Kingdom, where it is a leading player in the fresh fruit juice market.
Friesland Foods intends to sell because the activities of Hoogesteger are not part of its core activities. In Friesland Foods’ long-term vision, Vision 2015, Friesland Foods Western Europe’s focus is on the long life True Branded business.
With the Serious Food Company (UK), JPG has more than 20 years’ experience in the production and sales of fruit juices. Purchasing Hoogesteger gives JPG the opportunity to expand its position in Europe. In addition to the United Kingdom, JPG can now also serve mainland Europe via Hoogesteger. As a result, JPG will become the most important player in fresh fruit juice market in Europe.