What Roveg does

Roveg Fruit B.V. is a privately held Dutch family business founded in 2000 and headquartered at a distribution center in Waddinxveen, Netherlands. The company imports and exports fresh produce — exotic fruits, vegetables, herbs, organics, and related categories — connecting 450+ growers in 59+ source countries with retailers, hospitality professionals, and wholesalers in 35+ export markets. Operations are organized around three proprietary sub-brands: Pura Vida (premium produce for hospitality and wholesale), Puro Gusto (ready-to-eat fruit and convenience coconuts for retail), and Puro Delicio (snack-sized stone fruit, soft fruit, and grapes). The Waddinxveen site is equipped with advanced cooling and ripening facilities that allow products such as avocados and mangoes to arrive Ready to Eat, supported by an owned Scania truck fleet for European distribution and 100% renewable energy for warehouse operations.

Underpinning the trading operation is a Thinkwise-based ERP system used for logistics, purchasing, sales, and inventory management across the supply chain. The business model is B2B sales-led, with revenue generated through transactional import/export margins on small-package or bulk-volume fresh produce shipments, flexible mixed-load configurations, and ripening-as-a-service. Go-to-market is direct sales to supermarket chains, wholesale distributors, and hospitality buyers, supplemented by organic social and content marketing on LinkedIn, Instagram, and the company website. The company maintains a dense compliance stack (Skal organic, IFS Food, Global GAP, BRCGS, AEO, Rainforest Alliance, ISO 27001, NIS2) and is recognized for sustainability (EcoVadis Bronze Medal, 2024), employing 250+ staff representing roughly 25–30 nationalities and 18 languages.

Name

Roveg

Legal name

Roveg Fruit B.V.

Website

https://roveg.nl

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

Short description

Roveg Fruit B.V. is a Dutch B2B fresh produce trader importing and exporting 443 exotic fruit and vegetable varieties from 59+ source countries to retailers, wholesalers, and hospitality buyers across 35+ export markets, operating three sub-brands from its Waddinxveen distribution and ripening hub.

Ownership category

akta.pro rank

Product category

Fresh Produce Distribution

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (424480)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Fresh Produce Distribution (CRAOABAB)

akta.pro secondary industries

Import / Export Produce Wholesale (Cross-Border Trading) (AFAIACAH), Exotic & Specialty Produce Wholesale (AFAIACAF)

Keywords

• Fresh produce distribution
• Exotic fruit import export
• Wholesale fruit trading
• Ready to eat ripening
• Specialty produce supply

Headquarters

HQ city

Waddinxveen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Fresh Produce Import/Export: Import and export of exotic fruits, vegetables, and healthy products worldwide. Trading company connecting growers with retailers and hospitality professionals. Revenue generated through product sales in small packages or large volumes.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Roveg Fruit B.V. imports and exports a wide assortment of fresh exotic fruits, vegetables, organics, and specialty produce from 450+ suppliers across 59+ countries to retailers, wholesalers, and hospitality professionals in 35+ countries. The company operates a Waddinxveen distribution center with advanced cooling and ripening facilities that deliver ready-to-eat avocados, mangoes, stone fruit, soft fruit, berries, and grapes under the Pura Vida, Puro Gusto, and Puro Delicio brands.

Product overview

Roveg Fruit B.V. is a Dutch fresh produce trading company operating three distinct sub-brands within its portfolio. Pura Vida serves as the premium brand for hospitality professionals and wholesalers seeking specialty and niche produce. Puro Gusto targets retailers with ready-to-eat fruits and convenient coconut products. Puro Delicio focuses on grab-and-go snacking portions. The company imports and exports 443 product varieties across 450+ suppliers, serving 35+ countries worldwide from its distribution center in Waddinxveen.

Differentiator

Problem solved

Functional benefit

Brands

• Pura Vida: Premium brand offering a wide selection of root vegetables, citrus fruit, (unripe) avocadoes and mangoes, pears, pomegranates, soft fruit, melons, and asparagus. Targets hospitality professionals and wholesalers seeking exclusive and speciality products such as mini vegetables and niche varieties.
• Puro Gusto
• Puro delicio

Products and services

• Pura Vida Premium brand offering a curated assortment of root vegetables, citrus fruit, unripe avocados and mangoes, pears, pomegranates, soft fruit, melons, and asparagus. It is designed for hospitality professionals and wholesalers seeking exclusive and speciality products, including mini vegetables and niche varieties for upscale cuisine.
• Puro Gusto Retail-focused brand offering ready-to-eat avocados and mangoes, stone fruit, soft fruit, berries, and grapes of pure quality and flavour. Includes easy-to-open young diamond coconuts for the drink market, providing convenient fresh coconut water through proprietary packaging. Products can be supplied packaged individually, in several pieces of the same type in one box, or mixed with other types.
• Puro Delicio Brand bringing a curated selection of stone fruits, soft fruits, and grapes thoughtfully packaged in signature small portions, ideal for snacking whether enjoyed one piece at a time or as bite-sized delights such as berries and grapes.

Quantifiable outcome

• 100% renewable energy consumption in warehouse operations
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core.

• AgrodancoreStrategic or Co-development PartnerTrusted mango supplier from Brazil. Beyond business transactions, Roveg has built a school in Agrodan's community, demonstrating true partnership creating lasting impact on local families behind the produce.
• Sustainable Initiative Fruit and Vegetables (SIFAV)coreStrategic or Co-development PartnerJoined SIFAV to further solidify commitment to sustainability. Partnership grounded in shared sustainability goals essential for fostering long-term, impactful collaborations.
• Growers and Suppliers NetworkcoreStrategic or Co-development PartnerStrong partnerships with growers and suppliers from 59+ countries worldwide including Peru (mangoes, blueberries), Kenya (avocados), Vietnam (pitahaya), South Africa (citrus). Close partnerships ensuring freshness, quality, and food safety from farm to final destination.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Greenyard: Belgian-listed global fresh produce giant with extensive fruit and vegetable sourcing, processing, and distribution. Directly comparable as a European fresh produce wholesaler serving retailers and foodservice, though far larger and vertically integrated across multiple categories.
• The Greenery: Major Dutch fresh produce cooperative supplying supermarkets across Europe with a broad fruit and vegetable assortment. Comparable as a Netherlands-based wholesale distributor, though larger in scale and operating a cooperative grower model rather than pure trading.
• Total Produce (now Dole plc): Global fresh produce giant formed through the combination of Total Produce and Dole. Comparable to Roveg as a multi-category fresh produce trader and distributor serving supermarkets and wholesalers across Europe and internationally, though vastly larger and publicly listed.
• Bakker Barendrecht: Dutch fresh produce supplier serving Albert Heijn and other retail customers with a wide assortment of fruits and vegetables. Comparable to Roveg in Dutch-based B2B distribution to supermarkets, though with a much larger and concentrated retail customer base.
• Fyffes: International fresh produce trader and distributor with strong positions in bananas, pineapples, and melons. Comparable to Roveg in global sourcing and B2B trading of tropical and exotic produce, though much larger and more concentrated in core banana and pineapple categories.

Direct peers

• Special Fruit: Belgian specialist importer and distributor of exotic fruits and vegetables to European retailers, foodservice, and wholesalers. Closely comparable to Roveg in product mix (avocados, mangoes, exotics), customer segments, and B2B trading model focused on ripened and ready-to-eat produce.
• Nature's Pride: Dutch specialist importer and distributor of exotic fruits and vegetables with ripening facilities in the Netherlands. Directly comparable to Roveg in sourcing from emerging markets, ripening capabilities, and focus on avocados, mangoes, and exotic produce for European retail and foodservice.
• Cool Fresh: Dutch fresh produce importer and distributor specializing in exotics, citrus, and convenience fruit packs. Comparable to Roveg in product mix, Dutch-based operations, and B2B focus on European supermarket customers with ripening and packing capabilities.
• Hessing: Dutch family-owned fresh produce processor and distributor of vegetables and fruits for retail and foodservice. Comparable to Roveg as a Netherlands-based, family-operated B2B fresh produce company with processing, packaging, and ripening capabilities.

Emerging players

• BerryWorld Group: International berry specialist with breeding, sourcing, and distribution operations across Europe and other regions. Comparable to Roveg in supplying berries and soft fruit to European retailers from global sourcing, though narrower in category scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInnl.linkedin.com/company/roveg-fruit-b-v-
• Instagraminstagram.com/roveg_nl

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Roveg