Author: georgeshelfer2020

In a context of strong momentum in the avocado sector in Portugal—recently visited and analysed by CIRAD in issue 303 of FruiTrop (see the article)—our company GEORGES HELFER, Founder and major shareholder of the Portuguese producer ATLANTREES, based in Alentejo, reaffirms its commitment. Through this position, we also reaffirm our role as a producer, operating as close to the field as possible.This partnership is fully in line with the current evolution of the sector: faced with increasing constraints
in the Algarve (water pressure, land fragmentation), new areas such as Alentejo are emerging as territories of the future, offering more abundant water resources and favourable conditions for innovative and sustainable agricultural models.

Atlantrees: regenerative agriculture at the heart of the project
A key player in this new generation of producers, ATLANTREES develops avocado orchards based on the principles of regenerative agriculture. This approach aims to restore soils, optimize water use, and enhance biodiversity, while ensuring high-quality production. Through advanced technological investments and rigorous resource management, Atlantrees embodies the shift toward more sustainable and resilient production. Their production methods further reinforce this commitment, notably through the absence of chemical spraying for pest and weed control, and the implementation of dedicated cover crops to enhance soil health and promote biodiversity. This approach is already recognised through certifications such as GLOBALG.A.P., GRASP, and SPRING, aligned with the expectations of European markets.

 

Avonita: A Brand Born from the Field
From this collaboration comes Avonita, a brand that reflects both Portuguese origin, fruit quality, and the environmental commitments upheld by both partners. Avonita aims to promote a distinctive offering on the European market, combining geographical proximity, traceability, and responsible farming practices.

A Shared Ambition
With ATLANTREES, GEORGES HELFER reaffirms its ambition: to actively contribute to structuring a high-performing, sustainable, and competitive European avocado sector, capable of meeting environmental challenges and consumer expectations, while aiming for premium quality.

About
GEORGES HELFER develops long-term partnerships with committed producers to offer high-quality fruit sourced from responsible agricultural practices.

La candidature d’Olivier Fakhri au Prix EY de l’Entrepreneur de l’Année représente une belle reconnaissance du travail accompli par l’ensemble de nos équipes Georges Helfer et de notre ambition de faire évoluer durablement la filière des fruits frais.

Célia Clement, Sébastien Vouaux et Julien Perez de l’équipe EY ont eu le plaisir d’échanger avec Olivier FAKHRI notre Directeur général, et Georges HELFER, fondateur de l’entreprise, dans le cadre de cette candidature au Prix EY de l’Entrepreneur de l’Année.

Cette rencontre a été l’occasion de revenir sur une aventure entrepreneuriale construite autour d’une transmission réussie, d’une vision à long terme et d’un engagement fort au service de la filière des fruits frais. Au fil des échanges, nous avons partagé notre volonté de conjuguer exigence produit, transformation de l’entreprise et relations durables de confiance avec nos partenaires producteurs et distributeurs.

Depuis son arrivée dans le groupe en 2009, Olivier FAKHRI accompagne le développement et la modernisation de l’entreprise. Devenu directeur général en 2018, il pilote une dynamique de croissance qui a permis au groupe de quasiment tripler de taille pour atteindre aujourd’hui 150 millions d’euros de chiffre d’affaires.

Fort de plus d’un demi-siècle d’histoire, le groupe Georges Helfer est aujourd’hui reconnu comme un acteur de référence du marché des fruits frais. Pionniers dans l’importation d’avocats, de kiwis et d’agrumes en France, nous avons développé une expertise complète dans l’importation, le mûrissage et la commercialisation de fruits frais de contre-saison.

Notre présence stratégique à Rungis et à Plan d’Orgon, complétée par nos développements au Portugal et au Maroc, nous permet d’accompagner durablement nos partenaires et de répondre aux évolutions du marché avec agilité et exigence.

Au-delà de notre développement économique, nous poursuivons également une démarche RSE structurée autour de plusieurs engagements concrets : promouvoir l’égalité professionnelle, lutter contre le gaspillage alimentaire et soutenir des initiatives sociétales aussi bien en France qu’au plus près des producteurs.

Cette candidature illustre pleinement notre vision de l’entreprise : bâtir un modèle résilient et responsable, capable de concilier performance, innovation et impact positif.

🍀 Un grand merci à toutes les équipes du groupe Georges Helfer, à nos partenaires et à celles et ceux qui nous accompagnent dans cette aventure.

Rendez-vous le 8 septembre pour découvrir les lauréats de la région Île-de-France.

On the occasion of the Salon international de l’agriculture, the RTL studio was broadcasting live from February 21 to March 1 at the stand

“Les fruits et légumes frais, c’est jamais trop”, an initiative led by Interfel.

Throughout the event, live reports, special programs, and on-site entertainment created a dynamic space for discussion between media hosts and professionals from the fruit and vegetable sector.

We are proud to announce that Olivier Fakhri, CEO of Georges Helfer, spoke live on RTL.

As an importer, his message was clear:

“Importer, never too open” — a strong commitment to openness, quality, and the complementarity of origins in order to best serve consumers.

🎧 Listen to the broadcast here:

https://www.interfel.com/actualites/evenement/sia-rtl-interfel/

Georges Helfer strengthens its presence in Morocco and launches Helma

Georges Helfer is proud to announce its strengthened presence in Morocco, a strategic step aimed at getting closer to its partner growers and ensuring optimal quality throughout the entire supply chain. This new establishment enables the company to consolidate its supply chains, maintain rigorous product monitoring, and meet customer expectations with greater proximity and efficiency.

Thanks to this on-the-ground presence, Georges Helfer is now launching Helma, a new premium avocado brand, directly sourced from the meticulous work of its Moroccan producers. Helma embodies the company’s commitment to combining proximity, quality, and full supply chain control in order to deliver fresh, high-quality products.

Helma avocados stand out for:

• Rigorous selection to retain only the best fruits,

• Exceptional freshness, directly from grower to consumer,

• Premium quality ensured through continuous monitoring and strict control standards.

This new brand reflects Georges Helfer’s philosophy: guaranteeing healthy, flavorful products while respecting and supporting local producers. By being directly present in Morocco, the company can not only optimize its sourcing but also strengthen partnerships and develop responsible practices across all its supply chains.

Helma represents a key milestone in Georges Helfer’s international development strategy and marks the beginning of a new chapter for the company and its teams. This initiative demonstrates the company’s commitment to delivering excellence to its customers while supporting the sustainable development of local agricultural sectors.

For more information about Helma and Georges Helfer’s presence in Morocco, please contact Karim Bensalah at +212 775-770698 or karim.bensalah@helfermaroc.com.

A few days ago, our teams travelled to South Africa, a historic and strategic origin for Georges Helfer for more than 60 years. Being regularly present in the field is key to our DNA: it allows us to strengthen our partnerships, anticipate upcoming seasons, and maintain a high level of quality across all our supply chains.

During this mission, our teams met with our long-standing South African partners. These visits are essential to discuss upcoming campaigns, share insights, and continue building the long-term trust that shapes our collaboration.

We visited several orchards and packing stations, allowing us to review our main product categories:

• citrus,

• grapes,

• lychees,

• avocados,

• kiwis,

• sweet potatoes.

This on-site work provides a clear vision of future volumes, varietal developments, expected quality, and the climatic or logistical challenges to anticipate.

South Africa remains a strategic cornerstone for Georges Helfer, thanks to the diversity of its production and the strength of its partnerships.

We are grateful to all our partners for their warm welcome, availability, and continued trust.

Always a pleasure to return to this emblematic origin.

Durante varios años, Georges Helfer ha sido orgullosamente socio del primer equipo del Football Club Féminin Monteux, un compromiso que refleja nuestros valores de espíritu de equipo, pasión y perseverancia. Estamos orgullosos de apoyar el fútbol femenino y contribuir a su desarrollo en nuestra región.

El pasado domingo, el primer equipo, dirigido por Xavier Xuereb, se clasificó para la 5ª ronda de la Copa de Francia Femenina con una victoria de 3-0 frente a La Ciotat, gracias a un doblete de Maelys y un gol de Emi. Felicitaciones a las jugadoras y al cuerpo técnico por esta actuación destacada y su compromiso inquebrantable.

Como socio del Football Club Féminin Monteux, Georges Helfer sigue apoyando el desarrollo del fútbol femenino y animando a los jóvenes talentos a superarse, tanto en el campo como en su trayectoria personal

From October 8 to 10, 2025, our team had the pleasure of attending Fruit Attraction 2025, the international trade fair for fruits and vegetables held at IFEMA Madrid. Three days of discussions, discoveries, and meetings confirmed the importance of this event for the agri-food sector.

A first day full of energy

From the opening, our stand 10C00 – Hall 10 welcomed numerous visitors eager to discover our products and discuss market trends. The friendly atmosphere and enriching discussions set the tone for a successful edition.

  

Fruitful and inspiring meetings

The following two days were marked by constructive exchanges with our partners, exploring new collaboration opportunities, and presenting our innovative solutions. These moments reinforced our position as a committed player in a rapidly evolving sector.

  

A strong closing for a successful edition

The last day was an opportunity to thank everyone who visited us.

A huge thank you to our clients, partners, colleagues, and service providers for their dedication and outstanding work. These exchanges fuel our motivation and ambition for upcoming professional events.

  

🌱 Onward to new adventures!

Fruit Attraction remains a key event for our sector, and the 2025 edition once again highlighted the importance of collaboration and innovation to build the future of the industry.

We look forward to seeing you again next year in Madrid!

Georges Helfer Awarded the “Sustainable Market Label” – Confirmed Level ⭐⭐

We’re proud to announce a new milestone in our sustainability journey: Georges Helfer has officially been awarded the Sustainable Market Label – Confirmed Level, presented today at the Rungis International Market.

This certification, granted following an independent audit by AFNOR Certification and delivered by SEMMARIS, the Rungis Market operator, recognizes our ongoing commitment to social responsibility, environmental preservation, and responsible governance.

 

 A Recognized Label for Committed Market Players

The Sustainable Market Label is based on the international ISO 26000 standard and encourages wholesalers and market operators to integrate corporate social responsibility (CSR) into their business strategy and daily practices.

It is structured around 11 concrete commitments, grouped into three key pillars:

1. Responsible governance – ensuring transparency, ethics, and collective engagement.

2. Respect for people and territories – promoting employee well-being and local impact.

3. Environmental stewardship – reducing the ecological footprint of business activities.

The label is awarded following a rigorous 1,000-point evaluation, with three possible achievement levels.

Earning the “Confirmed” level reflects the maturity and strength of our CSR practices.

Recognizing Our Sustainable Commitment

For Georges Helfer, this certification validates years of dedication and collective effort:

• Implementing responsible business and logistics practices,

• Valuing our teams, partners, and ecosystem,

• Embedding sustainability into the heart of our long-term vision.

Every initiative contributes to building a more responsible and forward-looking business model, combining economic performance, social equity, and environmental respect.

About the Sustainable Market Label

Developed by AFNOR Certification in partnership with SEMMARIS, the label helps companies within Rungis Market and other wholesale markets to:

• Structure their CSR strategy,

• Showcase their commitments to clients and partners,

• Improve performance while anticipating future sustainability regulations.

>> Learn more on the official AFNOR website:

https://certification.afnor.org/developpement-durable-rse/label-marche-durable

 Thank You to Our Teams and Partners

We extend our warmest thanks to all our teams for their daily commitment, and to our partners who share our responsible vision.

This certification is, above all, a collective achievement and a new step toward a sustainable and inspiring business model.

Congratulations also to all the companies certified alongside us during this ceremony! 🌟

 “The Taste of Acting for Tomorrow Starts Today.”

En cette année riche en opportunités, nous sommes ravis d’annoncer notre participation à Fruit Attraction 2025. Un rendez-vous incontournable pour les acteurs de la filière fruits et légumes. Cet événement majeur réunit chaque année des professionnels du monde entier autour des dernières tendances, innovations et perspectives du secteur.

📍 Retrouvez-nous à Madrid, au cœur du salon, dans le Hall 10 – Stand 10C00. Ce sera l’occasion d’échanger avec nos équipes, de découvrir notre savoir-faire et de partager notre vision du marché.

Tout au long de l’événement, nous mettrons à l’honneur la qualité de nos produits, la richesse de nos filières et notre engagement au quotidien. Ce salon représente pour nous un moment privilégié pour renforcer nos partenariats, développer de nouvelles opportunités et valoriser notre expertise auprès des professionnels présents.

En effet nous serons également heureux de vous faire découvrir nos nouveautés, d’échanger sur les enjeux du secteur et de construire ensemble les projets de demain. Fruit Attraction est avant tout un lieu de rencontres, d’inspiration et de collaboration.

Enfin nous avons hâte de vous accueillir, de partager des moments conviviaux et de faire rayonner cette édition 2025 à vos côtés ! ✨

À très bientôt à Madrid ! 🌱

#FruitAttraction2025 #Innovation #Fruits #GEORGESHELFER