Nic Jooste heads Dutch-based company Cool Fresh International’s corporate communications.
How did you come to be working in the fresh produce industry?
NJ: When I came to the Netherlands on a year-long sabbatical I started off as a labourer in a fresh produce company and stayed for nearly two years. I was very fortunate to be given a chance by my employer to become involved in a retail project. The rest, as they say, is history…
In a parallel life what industry would you have been in instead of this one?
NJ: Probably a human rights lawyer.
What do you see as the greatest challenge facing the global fresh produce industry?
NJ: In my opinion, the greatest challenge is the continuous balancing act within the supply chain that’s needed. The pressing question is: “How does one ensure that all participants in the supply chain are rewarded on an equitable basis?” On the one hand, the retailer demands ‘everyday low prices’. On the other hand, a fresh produce grower wants to maximise his income so that he can cover production costs, whilst at the same time providing a livelihood to a great number of farm workers. And in the middle we have the service providers, who are trying to make sense of all types of food safety demands and sustainability factors.
What do you enjoy in particular about your job and what, if anything, would you change?
NJ: Firstly, being part of probably the most magnificent commercial team in the fresh produce business is a great blessing. Secondly, the interaction with people of all cultures makes me very happy. Thirdly, bringing joy to disadvantaged communities via our Freedom Fruit – Stars in their Eyes initiative gives me tremendous personal satisfaction. What would I change about my job? Absolutely nothing!
Who do you admire most in the industry and why?
NJ: Apart from my colleagues at Cool Fresh International, I really admire Hein Deprez of Univeg (I had the privilege of working with him in the late 1990s). He has unbelievably sharp business acumen and great tenacity, and his extremely sharp intellect is enhanced by very sophisticated interpersonal skills.
Would you encourage your children into the industry?
NJ: Yes I would – but only once they have attained a university education. The industry offers many extremely interesting challenges, provided that one is able to back up commercial tenacity with solid intellectual knowledge and personal skills.
What do you do to unwind after a tough day at work?
NJ: That depends on many factors. Being a creative individual, I have to contend with a variety of mood swings. Sometimes I go running or I spend time in the gym, other times I spend time in our summer cottage in the forest, yet other times a glass of wine is sufficient to make me unwind.
