In the Netherlands, the Fruitveiling Zuid-Limburg and Royal FruitMasters cooperatives will be collaborating extensively. Members agreed to this at their meetings on Wednesday, June 30. The partnership will allow both parties to strengthen their position as the largest fruit cooperative in the Netherlands.
Strengthening market position
These organizations see this alliance as a positive development for the Dutch fruit sector. They’re like-minded groups. They’ve been focusing on direct sales with a high-quality supply for years. Together they can further expand their good market position. The merger will create a versatile variety package with optimum volume. This will guarantee continuity and availability for their partners. This collaboration also guarantees good national coverage from all cultivation areas.
Stronger together
Fruitveiling Zuid-Limburg members are to immediately join FruitMasters. One of Fruitveiling Zuid-Limburg’s branches will continue playing a vital role. That’s as a fruit cooling and sorting service location. This fruit comes from the south of the Netherlands and the Belgian border region. The collaboration will be completed at the start of the new top fruit sales season.
Management and supervisory boards are excited
It spells continuity for the regional fruit sector. And Rien Pijpers, Fruitveiling Zuid-Limburg’ s chairman is delighted with the plans. “South Limburg has always been an important fruit region. The rich soil and southern location ensure high-quality, tasty products. This step means we guarantee continuity. That’s for our members and fruit cultivation in this area.”
Dutch fruit farmers’ perspective
Kees de Kat and Ad Pollux are General Managers of FruitMasters and Fruitveiling Zuid-Limburg, respectively. “The cooperatives’ ranges complement each other. Thanks to that, we can offer attractive, varied, healthy, and sustainable products. This will strengthen our joint position as an international partner in fruit. With both groups’ expertise, we can accelerate changes in our organizations. These include digitalization, automation, and further sustainability,” these two add.
Welcome to the FruitMasters family
Jan Verkooijen is Fruitmasters’ Supervisory Board chairman. He says, “On behalf of all our members, I’d like to welcome my colleagues from Limburg to the FruitMasters family. This expansion strengthens our cooperative. Now we can continue doing what we do best – giving global consumers beautiful, healthy products. Not only now but also for the next generation of fruit growers.”
Fruitveiling Zuid-Limburg is a regional fruit growers cooperative. It has about 90 affiliated members. This organization was established in 2000. It sprung from Fruitveiling Margraten and a former ZON cooperative regional fruit division. The cooperative is based in [the Dutch village of] Margraten. It has a sales office and modern refrigeration, sorting and packaging facilities.