{"id":94144,"date":"2024-09-04T09:51:51","date_gmt":"2024-09-04T07:51:51","guid":{"rendered":"https:\/\/www.bioecoactual.com\/?p=94144"},"modified":"2024-09-04T09:51:51","modified_gmt":"2024-09-04T07:51:51","slug":"interview-ruben-de-wit-monki","status":"publish","type":"post","link":"https:\/\/www.bioecoactual.com\/en\/2024\/09\/04\/interview-ruben-de-wit-monki\/","title":{"rendered":"Ruben de Wit (Monki): \u00ab\u2018No!\u2019 to pesticides, \u2018Yes!\u2019 to organic farming\u00bb"},"content":{"rendered":"

Ruben de Wit<\/strong> was born in Veenendaal, the Netherlands in 1988. Ruben has been active in the organic sector for almost 15 years and since 2022 he is responsible for international sales at Horizon Natuurvoeding BV<\/strong>, parent company and producer of the organic nut cream brand Monki<\/strong>, importer of organic ingredients and packer.
\n<\/p>\n

\"Ruben<\/p>\n

\u00a1Hola Ruben! Could you share with us the story behind Monki\u2019s iconic labels? How have they evolved over the past 30 years while maintaining their essence?<\/strong><\/p>\n

Horizon was founded in the hippy era; the 70\u2019s. A time in which new ideas (such as organic) put whole groups of people in action. The founder of Horizon, Gaston Smit, was friends with an artist, who still makes the labels today. His name is Ramon van der Werken and together with his kids he creates all designs for Horizon. Each individual label has a unique painting as a basis. With it\u2019s typical vintage presentation, Monki labels are iconic and recognizable all over Spain. Every organic store probably has at least 1 type of Monki nut butter on the shelf. This summer the first serious redesign in thirty years is taking place. Golden caps replace the white ones. Clearer images on the labels. Fresh colours and presentation, but still recognizable Monki.<\/p>\n

In a world of flashy marketing, brands need to embrace a more honest approach. How do you ensure transparency and authenticity in your products amidst industry trends?<\/strong><\/p>\n

Monki is a pioneer, trustworthy and consistent brand. For instance, our almonds come for more than 30 years from the same group of Spanish farmers from Andalusia. Quality and taste are our number 1 priorities. At MONKI we believe the seed, nut and dried fruit industry can and should be shaped differently. \u2018No!\u2019 to pesticides, \u2018Yes!\u2019 to organic farming. No to squeezing all life out of farmers, Yes to fair pay and a transparent process. There\u2019s only one way to go about this. Anything else seems nuts.<\/p>\n

\u00abAt MONKI we believe the seed, nut and dried fruit industry can and should be shaped differently\u00bb<\/p><\/blockquote>\n

It’s impressive to hear about Horizon’s long-standing team. How do you think this continuity contributes to the company’s soul, success and the quality of its offerings?<\/strong><\/p>\n

A consistent team equals consistent quality. Since the beginning, our products are produced based on strict quality levels. Every single batch is tasted every single day by every profession during operational meetings. Even new ownership since 2022 did not change that. Our new owner Koen Bouwman promised to the founder during the acquisition to not change the successful recipes.<\/p>\n

Consumers today are more discerning, seeking not just quality but also the story behind the product. How can a company stay ahead of market trends while preserving its traditional values?<\/strong><\/p>\n

It\u2019s especially our traditional and honest values and wide production experience since 1978 that make Spanish consumers cling to Monki. At the same time we managed in the past two years to reconstruct our basic fundaments to todays standards: new website, certifications and new product development, such as pistachio butter, pecan butter and black tahini. This year we will also introduce organic 3- and 4-nut butter, and plan to introduce macadamia and pine nut butter.<\/p>\n

You work with over 20 partners across Spain. How do you see the market\u2019s evolution and it\u2019s future?<\/strong><\/p>\n

Horizon always had a very much production oriented focus. Nothing more important than consistent high quality production. Until 2019 all business in Spain went through 1 well known dedicated wholesaler, Biospirit, that unfortunately went bankrupt, after which many of Biospirits customers started to buy nut butters with Horizon directly. This all happened within a blink of an eye. Since 2 years we are less ashamed to tell the world our story, to listen to customer needs and to build relationships with each and every single customer we have. What we experience in Spain is the love for the brand Monki as a trustworthy part of the shelf.<\/p>\n

Author:\u00a0<\/strong>Oriol Urrutia<\/a>, Co-Editor.<\/p>\n

Subscribe<\/a>\u00a0to Bio Eco Actual Newsletter and be up to date with the latest news from the Organic Sector<\/strong><\/p>\n

Bio Eco Actual<\/strong>, International Organic Newspaper
\n<\/em>Read Bio Eco Actual<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Ruben de Wit was born in Veenendaal, the Netherlands in 1988. Ruben has been active in the organic sector for almost 15 years and since 2022 he is responsible for international sales at Horizon Natuurvoeding BV, parent company and producer of the organic nut cream brand Monki, importer of organic ingredients and packer.<\/p>\n","protected":false},"author":419,"featured_media":94137,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8356,5210],"tags":[],"class_list":["post-94144","post","type-post","status-publish","format-standard","has-post-thumbnail","category-industry-leaders","category-latest-organic-news"],"yoast_head":"\nRuben de Wit (Monki): \u00ab\u2018No!\u2019 to pesticides, \u2018Yes!\u2019 to organic farming\u00bb - Bio Eco Actual<\/title>\n<meta name=\"description\" content=\"Ruben de Wit was born in Veenendaal, the Netherlands in 1988. 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