Meet Helien!

"The passion for exotic fruit and vegetables started in the early years of 2000. After selling tomatoes, capsicums and cucumbers, I realized I wanted to establish something more. I wanted to stand out of the crowd, be creative, special, unique. My customers triggered me to develop a complete new Asian fruit & vegetable assortment. 

I travelled a lot. I visited suppliers in China, Thailand and Malaysia and started to import exotics. I saw the risks of growing in China and slowly we started to produce the products in The Netherlands and Europe. Focus on Food safety was one of my main concerns during the path of my big goal to develop the products for the European retailers. My passion and determination were the keys to the future of retail products."

Our products

Our exotics are especially selected, they represent our company: unique, rare and adventurous.

• Exotic fruit & vegetables • Imports of niche products from all over the world

• Local produced authentic Asian vegetables • Easy to open drinking coconuts

• Sweet potatoes in various colors from Portugal

From field to fork
From field to supermarket product, we cooperate with seed companies throughout the year to grow our exotics in Europe. It takes years of investment to grow products with the right specifications. All of this because we want to create shorter lines and minimize risks for the supply chain. Not just any broker but a broker with passion to develop products instead of just selling them.

We introduce new treasures as often as we can. This is one of our USP’s to our customers. We trigger, we inspire and we bring color2food…

Feel free to discover our wide assortment and contact us via sales@east4fresh.nl