Celebrations for Eminent at the Fruit Logistica in Berlin: this year the company celebrates its 35th anniversary, launches a new packaging for the Tomberry pearl tomatoes and to top it all off: a new logo has been introduced.So at the Fair, there most certainly was a reason for a toast.
Specialties in spotlight
The story of Eminent started 35 years ago with peppers and greenhouses. In the 90s, the company switched to specialty peppers and started doing their own marketing. After winning the AGF Innovation Prize (1997) for baby pepper Tinkerbell and setting up the related concept -in collaboration with Marks & Spencer- things went quickly and the company grew rapidly.
In the meantime, the company has been split. On the one hand there now is Eminent Seeds, specialized in breeding special varieties and currently including the Tinkerbell (red and yellow baby block peppers), the Tomberry, (red and yellow pearl tomatoes) and the Habanero F1 pepper. The second branch is Eminent Food, sales specialist in various specialty vegetable products. Both are part of the Best Fresh Group.
History of the company
Wednesday at the Fair they dwelled shortly on the history of the company, but director Jan van Heijningen
and managing director Gert-Jan van Geest
mainly looked ahead. To April 20th for example, when Eminent will celebrate its 35th anniversary. And to the possibilities that the new scatter package for the Tomberry pearl tomatoes offers to the hotel & catering industry and to home cooks. And in addition to all this, their new logo was presented.
Breeder and trading company
For a company like Eminent it is not easy to renew its logo. The combination between breeder and trading company must come forward, just like the creativity of the company, its own history and the importance they attach to sustainability. Gert-Jan explains why the leaf on the i was chosen for the logo. "This refers to both our cultivation and our breeding activities, and of course to the freshness of the products."
The 'swoosh' as a background was chosen as a reference to the finishing touch that a cook gives to his dish. "And with the font and subtext The Art of Creation, the creative side of the company is portrayed: the art of creating, the search for details."
With this renewal of their corporate identity, for Jan the future has come a step closer - and that future still holds lots of plans. "In the coming years, many new products and varieties will be added to both the Eminent Food assortment and Eminent Seeds,"
Jan van Heijningen promises. "Within Eminent Seeds, we work under the strict rules of the GSPP protocol variants in terms of taste and colour and we are expanding our assortment. Regarding Eminent Food, our range of special products keeps growing every year as well."