"We'd rather do one thing 300% than do everything moderately well." That's how Lynn (39) and Goy Grosbusch (37) proudly embody the fourth generation of the Grosbusch family business, which specialises in importing and distributing fruit and vegetables.

Lynn, who is responsible for educational initiatives, set up the Grosbusch Academy to teach children about healthy eating. Goy has been CEO since 2019, ensuring the company's sustainability and continued innovation. Before taking over the business, the brother and sister did some training to find out whether or not they were passionate about it. They were practically born among fruit and vegetables.

Inspired by their parents and grandparents, they set about modernising the business. In 2017, they launched the Grosbusch brand and introduced cutting facilities, adding a new dimension to their offering while respecting its deep roots.

Read all the #Nextgen portraits in Paperjam’s October 2024 print edition