What Greefa does

Greefa is a Dutch manufacturer of automated sorting, grading, and packing machinery for the fruit and vegetable industry, headquartered in Tricht, Netherlands with an Italian subsidiary (GREEFA Italia GmbH) and an Asia-based service point. The company traces its origins to approximately 1935 and operates as a privately held, independent firm with no disclosed external investors. Its platform combines camera-based optical inspection (iQS Pro / iQS Pro Plus for external quality), internal quality analysis (iFA, using hyperspectral/X-ray techniques), modular grading machines (GeoSort, CombiSort, SmartSort, EasySort, QSort, GeoSort Ultimate Clean), and an increasing range of robotic and automated packing peripherals (SmartPackr, i-PACKR, Automatic TrayPackr), alongside infeed, treatment, filling, internal logistics, and data analysis modules. The modular, in-house-developed architecture allows customers to expand capacity and add capabilities incrementally.

Greefa serves commercial fruit and vegetable producers, pack houses, and quality-driven produce companies across Europe (Netherlands, Italy), North America (USA), and Oceania (Australia), with named enterprise customers including Kwekerij Moors, Koninklijke FruitMasters, Coop. Geos – VIP Val Venosta Apples, 9 Mile Fresh, COBA Italy, Columbia Reach Pack USA, and De Linge Aubergine. The company sells capital equipment via a direct enterprise sales motion with quotation-based pricing tied to custom configuration, then layers on aftermarket service, maintenance, training, and a regional service infrastructure (Asia service point) to support an installed base with multi-decade replacement cycles documented at 17+ years.

The revenue model rests on three pillars: (1) one-time capital equipment sales of grading machines, measuring systems, and peripherals configured per customer requirements; (2) recurring aftermarket service, maintenance, and local support contracts; and (3) training services. Pricing is not publicly disclosed and is determined per quotation. Distribution is exclusively direct — no resellers or system integrators are referenced. Marketing combines a six-language website, featured project case studies, and tradeshow participation (notably Asia Fruit Logistica 2026). The company employs 51–100 people and reports no public funding events, no acquisition history, and no disclosed leadership changes.

Name

Greefa

Legal name

Greefa

Website

https://greefa.nl

Company type

Private

Founded year

1935

Operating status

Operating

Headcount range

51–100 employees

Short description

Greefa is a Dutch manufacturer (founded ~1935, Tricht, Netherlands) of modular optical sorting, grading, and packing machinery for fruit and vegetable producers and pack houses worldwide, with a wholly-owned Italian subsidiary and an Asia service point serving enterprise customers across Europe, North America, and Oceania.

Ownership category

akta.pro rank

Product category

Agricultural sorting and grading machinery

akta.pro primary industry

Packaging & Bagging Equipment (Weighers, Baggers, Sealers) (AFAAAJAI)

akta.pro secondary industries

Fresh Produce Packhouses (Fruits & Vegetables) (AFAOAGAA), Apple/Pear Packing & Controlled-Atmosphere Prep (AFAOAGAC)

Keywords

• Fruit sorting machinery
• Vegetable grading equipment
• Packhouse automation
• Optical quality detection
• Post-harvest handling

Headquarters

HQ city

Tricht

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Sorting and Packing Equipment Sales: Greefa generates revenue primarily from the sale of fruit and vegetable sorting and packing machines. Equipment includes grading machines (GeoSort, CombiSort, SmartSort, EasySort, QSort), measuring systems, and peripheral equipment. Machines are sold as capital equipment with custom configuration based on customer requirements.
2. Aftermarket Service and Support: The company provides service, maintenance, and local support for installed equipment. Service operations include maintenance support and a service point in Asia for customers in the Asia-Pacific region.
3. Training Services: Greefa offers training services for customers on the operation and maintenance of their equipment.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Greefa manufactures and sells modular fruit and vegetable sorting, grading, and packing machines, including its GeoSort grading platform, iQS Pro external and iFA internal quality detection systems, and automated packing peripherals such as SmartPackr, Automatic TrayPackr, and i-PACKR. The company delivers these as custom-configured capital equipment to commercial pack houses and growers globally, complemented by aftermarket service, maintenance, and operator training.

Product overview

GREEFA is a provider of fruit and vegetable sorting and packing machines, offering a modular product architecture centered on grading machines, measuring systems, and peripherals. The core grading machine lineup includes GeoSort, GeoSort Ultimate Clean, CombiSort, SmartSort, EasySort, and QSort. Supporting the graders are iQS Pro/iQS Pro Plus (external quality detection) and iFA (internal quality measurement) measuring systems. Peripherals include SmartPackr, Automatic TrayPackr, and i-PACKR robotic packing solutions, along with infeed, treatment, packing, filling systems, internal logistics, and data analysis modules. The modular design enables customers to configure systems for specific produce types including apples, pears, citrus, stone fruits, kiwis, mangoes, cucumbers, tomatoes, peppers, aubergines, avocados, and courgettes.

Differentiator

Problem solved

Functional benefit

Brands

• GeoSort: Grading machine product line
• GeoSort Ultimate Clean
• CombiSort
• SmartSort
• EasySort
• QSort
• iQS Pro
• iFA
• SmartPackr
• i-PACKR

Products and services

• GeoSort GeoSort is a modular grading machine designed for fruit sorting and packing operations, serving commercial pack-houses that need flexible, configurable sorting capacity.
• GeoSort Ultimate Clean GeoSort Ultimate Clean is a grading machine variant optimized for clean sorting operations, building on the modular GeoSort platform for fruit pack-houses with enhanced cleaning capabilities.
• CombiSort CombiSort is a grading machine offering combined sorting capabilities for fruit and vegetable pack-house operations.
• SmartSort SmartSort is a grading machine featuring smart sorting technology for fruit and vegetable pack-house operations.
• EasySort EasySort is a user-friendly grading machine for streamlined fruit and vegetable sorting operations in pack-houses.
• QSort QSort is a grading machine focused on quality sorting for fruit and vegetable pack-house operations.
• iQS Pro and iQS Pro Plus External Quality Detection iQS Pro and iQS Pro Plus are external quality detection systems that inspect fruit surface quality using camera and optical technology to drive sorting decisions, serving produce pack-houses that need consistent grading quality.
• iFA Internal Quality Measuring System iFA is an internal quality measuring system that analyzes internal fruit characteristics using non-destructive optical technology, serving pack-houses and quality-driven produce companies that need to assess internal quality.
• SmartPackr SmartPackr is an automated packing solution for apples, pears, avocados, and tomatoes, designed to reduce manual packing labor in produce pack-houses.
• Automatic TrayPackr Automatic TrayPackr is an automated tray packing system specifically designed for apples, serving apple pack-houses that need efficient tray packaging.
• i-PACKR Packing Robot i-PACKR is a robotic packing solution for automated packing operations in fruit and vegetable pack-houses, enabling high-throughput automated packing.

Quantifiable outcome

• Sorting machine replacement cycle of 17+ years of reliable operation
• +1 more outcomes

Named customers8 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• MAF Industries: US-based supplier of fruit and vegetable sorting, sizing, and packing equipment. Overlaps with Greefa in grading machinery and peripheral packing lines, primarily serving North American packhouses.
• Ellips: Developer of optical sorting technology for fruit and vegetables, integrated into TOMRA Food. Competes head-to-head with Greefa's iQS Pro external quality and iFA internal quality systems in the packhouse inspection layer.
• Sorterra (Ser.mac): Italian group offering sorting and grading lines for fruit and vegetables, with strong presence in European packhouses. Directly competes with Greefa in optical and weight-based grading machinery.
• GP Graders: Australian manufacturer of electronic grading equipment for small fruit (cherries, blueberries, grapes). Comparable to Greefa in optical sorting/grading technology and serves global fresh-produce packhouses.
• BBC Technologies: Sorts and grades small fruit such as blueberries, cherries, and grapes using optical technology. Acquired by TOMRA; comparable to Greefa in optical quality detection but specialized in smaller-fruit categories.
• Compac: Specializes in fresh produce sorting and grading lines, particularly for citrus, apples, kiwis, and stone fruit. Now part of TOMRA Food, Compac directly overlaps with Greefa's core grading machine and packing line offering.
• Aweta: Dutch-based designer and manufacturer of sorting and grading machinery for fruit and vegetables. Highly comparable to Greefa in product scope, customer base (European packhouses), and direct technology overlap.

Broad incumbents

• Turatti Group: Italian manufacturer of food processing equipment across fruits, vegetables, and seafood. Provides complementary sorting/washing/peeling lines to packhouses, partially overlapping with Greefa's pre- and post-grading peripherals.
• Key Technology (Duravant): Designer and manufacturer of digital sorting and conveying equipment for food processing, including fruit and vegetable applications. Operates at broader scale than Greefa across multiple food categories.
• TOMRA Food: Global leader in sensor-based sorting for food, having absorbed Compac, Ellips, and BBC Technologies. Directly competes with Greefa in fruit and vegetable grading/packing equipment, but at significantly larger scale and broader portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/greefai
• Facebookfacebook.com/GREEFA

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Greefa