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Our services range from production to export, and import: producing, packaging and distributing fresh fruit for its commercialization, primarily for supermarkets in leading European countries and the United States.
History
In 2020 during the Covid-19 pandemic and lockdown period, Matias González left his job exporting Chilean table grapes with a UK company and found himself stuck in an apartment in Chile facing an unnerving now-or-never moment. With baby Willow to provide for, and with the support of his wife Holly, Matias made the leap and set up WHM Fresh with the sole purpose of making ends meet for his family during a deeply turbulent time. But after over a decade of exporting fruit and building unshakeable business relationships with some of Chile’s finest growers and industry specialists, Matias carved a path for WHM to grow. Today, WHM Fresh operates Agrícola León (named after Matias and Holly’s son, León) and through the care and expertise of the Chile-based team, the company exports fruit worldwide to a broad variety of markets.
In 2022, following a family relocation to the UK, Matias formed London-based import company Crown Fruit Ltd., leaning on his past experiences supplying major UK retailers with table grapes year-round. Crown Fruit now supplies some of Europe’s finest retailers with Matias continuing to lead the WHM Fresh and Crown Fruit teams in bringing a forwarding thinking dynamic to the business, while sharing in and practicing the treasured values of a timeless profession.
Our Strategy
At WHM Fresh and Crown Fruit we have our clients’ needs in mind right from the offset in the field. Quality, taste, certifications, sustainability, and nurturing business relationships drive us. We grow the fruit to attract the customers and thus create demand. Our technical team visits our growers on a weekly basis to discuss the latest growing techniques and environmental conditions and to secure product quality, all the while managing costs.
We strive for innovation, and always look for ways in which we can develop and work more efficiently, eco-consciously, and securely. Our new Crown Fruit variety project extends our season as well as meets end-customers’ needs: quality fruit of fine taste with better yields, and our commitment to delivering the highest-quality fruit means we use the latest technologies in the packhouses and logistic transportation.
Our goal is to deliver the freshest, highest-quality produce straight from the excellent farms and growers we work with to its destination. We import blueberries from the west and Tagus Valley and the southwest Alentejo region of Portugal, and from the Ñuble and Araucanía regions of Chile. We also import a wide variety of Chilean table grapes from the Aconcagua, Maipo, Cachapoal and Colchagua valleys and work to support year-round businesses with fresh table grapes from Portuguese, Peruvian and Brazilian producers.
We are proud to produce five varieties of table grapes at our farm, Agrícola León, located at the foot of the Andes mountains in Chile’s Aconcagua valley. With over 110 hectares dedicated to fresh table grapes and a further 24 to the production of fresh grapes destined for the dried grape (raisins) market, our on-site team are expert growers dedicated to producing world class fruit.
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So, you know about Crown Fruit, but have you read about our sister company WHM Fresh?
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We look forward to hearing from you.
