Fruit Trend

What Fruit Trend does

Tendance Fruit SA is a Swiss family-owned fruit basket delivery and artisanal grocery operator headquartered in Aclens, canton of Vaud, founded in 2009 by Frank van Buel. The company builds hand-composed fresh fruit baskets across three price tiers - Gourmet (CHF 55-110), Prestige (CHF 295, including premium champagne), and Special Occasions - plus recurring subscription boxes (Fruit Box CHF 39-56, Exotic Box CHF 70) that deliver seasonal or exotic fruits directly to homes and offices. Core technical components include refractometer-based sugar-content maturity testing, individual protective fruit packaging inherited from sister-entity Satori SA, and an anti-waste revaluation process that converts imperfect produce into a secondary Grocery line (jams, dried fruits, spiced cashews, syrups, fresh juices). Distribution combines a company-owned fleet serving Vaud and Geneva cantons with Swiss Post partnerships enabling nationwide Switzerland delivery; payment processing runs through Datatrans.

The company generates revenue through a multi-stream model: one-time basket and gift voucher purchases (CHF 50-2,000), subscription recurring deliveries, and B2B corporate gifting via a dedicated sales representative (Nathalie Schaefer) and named enterprise customers such as PiguetGalland, Galderma, PBBG, and Iconia Group. Customer segments are hybrid, serving both corporate clients (300+ referenced Swiss companies using baskets for client appreciation, employee wellness, and corporate events) and individual consumers purchasing personal gifts or home subscriptions. Second-generation leadership took over in 2020 when founder Frank van Buel's children Roxane van Buel (Director) and Remko van Buel (Executive Assistant) assumed management, supported by a ~9-10 person workshop, logistics, and sales team. The business remains privately held with no external institutional investors disclosed.

Name

Fruit Trend

Legal name

Tendance Fruit SA

Website

https://tendancefruit.ch

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Tendance Fruit SA is a Swiss family-owned fruit basket delivery service founded in 2009, selling premium fresh and exotic fruit baskets, recurring subscription boxes, and artisanal grocery items to corporate clients (300+ Swiss companies) and individual consumers in Vaud, Geneva, and nationwide via Swiss Post.

Ownership category

akta.pro rank

Product category

Fresh Fruit Delivery & Grocery

NAICS

Fruit and Vegetable Retailers (445230), Other Specialty Food Retailers (44529)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Gourmet & Fine Food Stores (CRAHAGAG)

akta.pro secondary industry

Specialty & Gourmet Foods Distribution (CRAOABAF)

Keywords

• Fresh fruit delivery
• Gourmet gift baskets
• Fruit subscription boxes
• Artisan grocery products
• Corporate fruit gifting

Headquarters

HQ city

Vaud

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Fruit Basket Sales: One-time purchases of pre-composed fruit baskets ranging from standard gourmet baskets to premium prestige baskets with champagne. Product categories include Gourmet Baskets, Prestige Baskets, and Special Occasions baskets.
2. Fruit Subscriptions: Recurring subscription boxes (Fruit Box from CHF 39-56, Exotic Box at CHF 70) delivering 3-7kg of seasonal or exotic fruits on customer-selected frequency. Cancelable/suspendable at no cost.
3. Gift Vouchers: Gift cards ranging from CHF 50 to CHF 2,000, redeemable for subscriptions, fruit baskets, and catering services.
4. Custom Basket Composition: Build-your-own basket service starting from CHF 26, featuring artisanal products like spiced cashews, caramelized nuts, jams, dried fruits, medjool dates
5. Limited Edition Juices and Nectars: Fresh exotic fruit juices (pineapple, exotic mix) and nectars (mango, papaya, mini banana, lime) in 20-bottle (330ml, CHF 50) or 24-bottle (250ml, CHF 52.80) formats. Made from 80% fresh fruit, no preservatives, additives, or concentrates.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Tendance Fruit composes, sells, and delivers curated fresh fruit baskets, recurring seasonal and exotic fruit subscription boxes, gift vouchers, and an artisanal grocery line (jams, dried fruits, spiced cashews, fresh juices) directly to homes and offices in Switzerland. The baskets range from entry-level Gourmet assortments (from CHF 55) to premium Prestige offerings with champagne (e.g., The Gatsby at CHF 295), and subscriptions run from CHF 39 for a seasonal Fruit Box to CHF 70 for an Exotic Box.

Product overview

Tendance Fruit operates as a Swiss fruit basket delivery service offering fresh and artisanal products. The core offering consists of fruit baskets available in multiple tiers (Gourmet, Prestige, and Special Occasions categories) ranging from CHF 55 to CHF 295. The company provides subscription boxes for seasonal and exotic fruits with flexible delivery schedules. A complementary grocery line transforms imperfect fruits into artisanal products including jams, dried fruits, roasted cashews, and fruit juices. The product portfolio also includes gift vouchers and limited-edition juice products. The company delivers throughout Vaud and Geneva cantons, with nationwide delivery available via Swiss Post.

Differentiator

Problem solved

Functional benefit

Products and services

• Fruit Baskets (Paniers de Fruits) Fresh fruit baskets available in multiple compositions (Gourmet, Prestige, Special Occasions tiers) ranging from CHF 55 to CHF 295, featuring premium exotic and seasonal fruits with optional champagne pairings and artisanal accompaniments. Sold to individual consumers and corporate clients for gifting, celebrations, and office supply.
• The Exotic A colorful composition featuring fruits from tropical regions, including mango, pineapple, mini bananas, avocado, and passion fruits.
• The Exotic Gourmet Combines fresh exotic fruits with quality artisanal products.
• The Grand Exotic An extensive selection of exotic fruits designed for enthusiasts of faraway island flavors.
• The Gourmet An immune-boosting colorful basket featuring quality juices, artisanal dried fruits, and gourmet jams.
• The Festive A celebration basket including champagne, gourmet jams, tropical fruits, and homemade sweets.
• The Little Festive A refined duo featuring fresh seasonal fruits paired with Moet & Chandon champagne.
• The Gatsby The premium offering featuring premium exotic fruits, artisanal products, and a bottle of Ruinart Blanc de Blancs champagne.
• The Fruit Box (Seasonal Subscription) Subscription box delivering seasonal fruits ranging from 3 to 7 kg with flexible delivery frequency, free delivery in Vaud and Geneva; flexible frequency, cancel/suspend at no cost.
• The Exotic Box (Subscription) Year-round exotic fruit subscription box containing 5 kg of tropical fruits, delivered directly to home or office.
• Grocery (Épicerie) Artisanal products made from fruits with small defects, transformed into jams, dried fruits, roasted cashews, and syrups to reduce food waste.
• Custom Basket (Panier à Composer) Customizable basket allowing customers to compose their own selection from artisanal grocery products starting at CHF 26.00 (individual items: spiced cashews CHF 7-7.50, jams CHF 8, dried fruits CHF 7, medjool dates CHF 6).
• Limited Edition Fruit Juices Swiss-made exotic fruit juices and nectars (pineapple, exotic mix, mango, papaya, mini banana, lime) from fresh fruits with no added sugar, preservatives, or concentrates; approximately 80% fresh fruit. Available in 330ml and 250ml bottle packs.
• Gift Vouchers Gift vouchers ranging from CHF 50 to CHF 2,000, allowing recipients to choose from subscriptions, fruit baskets, and catering options.

Quantifiable outcome

• Quality control with refractometer ensures perfect fruit maturity at delivery
• +2 more outcomes

Named customers10 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Nanouschka DesignminorStrategic or Co-development Partner · 22 January 2024Creative collaboration where Nanouschka Design photographed mini vegetables from Tendance Fruit to create artistic images, transforming ordinary vegetables into visual art pieces.
• IPT FoundationminorStrategic or Co-development Partner · 18 October 2022Partnership announced in October 2022 between Tendance Fruit and the IPT Foundation. A bond based on shared values. IPT Foundation is a non-profit organization founded in 1972 aiming at professional insertion, reintegration and orientation.
• Sushi ZenminorStrategic or Co-development Partner · 29 September 2022Collaboration with Sushi Zen to develop caramelized cashews with sesame - a 100% artisanal confectionery product. Cashew nuts and sesame seeds are roasted before being caramelized together.
• Satori SAcoreStrategic or Co-development PartnerTendance Fruit works closely with Satori SA, a company specialized in importing the best exotic fruits from all over the world. Satori SA was the first European company to offer hand-picked, ripe fruits with individual protective packaging. It has been the market leader in Switzerland for mangoes, avocados, limes, and papayas for over fifteen years.
• WISHA FoundationcoreOthersWISHA (meaning 'red sun' in Lakota) is a foundation established by Frank van Buel to support children and facilitate access to medical care and education for people in producing countries. Reflects Tendance Fruit's commitment to ethical exchange with producers.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Harry & David: Established US premium fruit basket and gourmet gifting brand with multi-tier catalogue offerings. Comparable in gourmet/prestige basket structure and gift-voucher business model to Tendance Fruit's premium SKUs.
• Edible Arrangements: Global fruit-based gift product retailer known for arrangements and gift boxes. Comparable to Tendance Fruit's special-occasions basket and corporate gift voucher positioning, with a similar premium-gifting focus.
• Riverford Organic Farmers: UK organic produce subscription box company delivering weekly seasonal boxes to homes. Comparable in recurring subscription mechanics, fresh produce focus, and direct-to-consumer delivery orientation.
• FruitGuys: US-based office and home fruit delivery service with a curated farm-sourced assortment and subscription model. Closely parallels Tendance Fruit's hybrid B2B/B2C fruit basket subscription structure and corporate wellness positioning.

Regional players

• Frichti: French fresh-prepared food delivery company operating a direct-to-consumer subscription with prepared meals and fresh items. A regional comparable in the adjacent premium grocery delivery category in neighboring France.

Broad incumbents

• Abel & Cole: UK organic grocery subscription service offering weekly boxes of fresh produce and pantry items. Comparable in subscription cadence and organic/natural positioning, though broader in grocery scope than Tendance Fruit's fruit-led catalog.
• Coop (Switzerland): Switzerland's largest grocery retailer with broad fresh produce including an organic and specialty offering. Represents the mainstream Swiss retail competition that limits standalone premium-only TAM and pushes Tendance Fruit into niche gifting/corporate positioning.

Emerging players

• Misfits Market: US online retailer that rescues cosmetically imperfect produce and sells it at discount via subscription. Directly comparable to Tendance Fruit's anti-waste fruit revaluation model and sustainability narrative.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/tendancefruit
• Instagraminstagram.com/tendancefruit
• LinkedInlinkedin.com/company/tendancefruit

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fruit Trend