What Valstar does

Valstar Holland B.V. is a fourth-generation, family-owned Dutch fresh-produce trading and distribution company founded in 1928 in Naaldwijk and now headquartered in Poeldijk (Westland). The company imports and exports a complete assortment of fresh fruits and vegetables — greenhouse vegetables (tomatoes, peppers, cucumbers), field-grown produce (eggplants, zucchini, broccoli, cauliflower, radish), and exotic varieties — sourced directly from growers in the Netherlands and Spain and delivered globally via mixed-pallet or full-truck configurations. Since 2024 Valstar has operated as a member of Farmhouse International, alongside sister companies Yex, FV Seleqt, Avor, and Spot, which gives it access to a combined exotic, local, and organic assortment.

The company runs three exclusive sub-brands — Eminent (premium specialty vegetables), Discovered (exotic fruit and vegetables for health-conscious consumers), and Aroma (house brand) — and operates the Valor Frish joint venture with Looye Kwekers for the German market. Distribution is exclusively B2B: a team of 20+ named account managers, organized by geography and product category, sells to retailers, wholesalers, and foodservice operators in the Netherlands, UK, Ireland, Germany, Scandinavia, Finland, Poland, the Middle East, Malta, Italy, Spain, Cyprus, the USA, and Japan. Fulfillment is supported by in-house logistics through ABC Logistics at the Poeldijk site and a wholly-owned office in Almería, Spain (opened 2015) that provides seasonal procurement and quality control.

The revenue model is wholesale trading margins on international produce flows; pricing is B2B and quote-based with no public list. Revenue is not publicly disclosed. Certifications include IFS Broker, SKAL organic, GlobalGAP Chain of Custody, and QS Standard, which serve as trust signals in trade marketing. The company is privately held by the Valstar family, with the third generation (Mart) leading and the fourth generation (Maud and Kris) now in the business.

Name

Valstar

Legal name

Valstar Holland B.V.

Website

https://valstar.com

Company type

Private

Founded year

1928

Operating status

Operating

Headcount range

101–250 employees

Short description

Valstar is a fourth-generation Dutch family-owned wholesaler founded in 1928 that imports and exports a complete range of fresh fruits and vegetables to retailers, wholesalers, and foodservice operators across Europe, the Middle East, Asia, and the Americas.

Ownership category

akta.pro rank

Headquarters

HQ city

Poeldijk

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Fresh Produce Distribution: Valstar generates revenue through the wholesale distribution of a complete range of fresh fruits and vegetables to retailers, wholesalers, and foodservice operators. Products are sourced directly from growers (including through sister companies Yex, FV Seleqt, Avor, and Spot) and through its own office in Spain, with revenue derived from product margins on international trade spanning Europe, the Middle East, Asia, and the Americas.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Valstar is a B2B fresh produce importer and wholesaler that distributes a complete range of fresh fruits and vegetables — greenhouse-grown, field-grown, and exotic produce — to retailers, wholesalers, and foodservice operators worldwide. Products are sourced directly from specialist growers (including via the Farmhouse International sister companies Yex, FV Seleqt, Avor, and Spot and its own office in Almería, Spain) and delivered globally as customized mixed-pallet or full-truckload orders. The company also offers three proprietary consumer-facing brands — Eminent (specialty vegetables), Discovered (exotic produce), and Aroma (house brand) — plus the Valor Frish joint-venture brand for the German market.

Product overview

Valstar is a fresh produce trading company offering a complete assortment of fruits and vegetables including greenhouse-grown produce, outdoor varieties, and exotic products. The company operates through three exclusive sub-brands: Eminent (premium specialty vegetables), Discovered (exotic fruits and vegetables), and Aroma (house brand). Valstar also has a joint venture brand, Valor Frish, in partnership with Looye Kwekers for the German market. As part of Farmhouse International, Valstar has access to the full product range from sister companies Yex, FV Seleqt, Avor, and Spot. The company specializes in mixed pallets and delivers globally, offering both organic and conventional products.

Differentiator

Problem solved

Functional benefit

Brands

• Eminent: Premium specialty vegetables brand featuring unique tomatoes, aubergines, chillies, peppers and other specialties. Known for exclusive variations in taste, shape and colour with year-round delivery reliability and pure craftsmanship. Targets discerning home cooks and gastronomy professionals seeking the WOW factor.
• Discovered
• Aroma

Products and services

• Eminent Eminent is a premium specialty-vegetable sub-brand offering special tomatoes, aubergines, chillies, peppers, and other specialty items with exclusive variations in taste, shape, and colour, delivered year-round with reliable supply. It targets discerning home cooks and gastronomy professionals seeking produce with a 'WOW factor'.
• Discovered Discovered is a sub-brand focused on exotic fruits and vegetables, helping consumers discover versatile exotic produce that can take centre stage on the plate, embracing a plant-based lifestyle supported by recipes, tips and tricks.
• Aroma Aroma is Valstar's flagship house brand offering a wide selection of vegetables characterized by market recognition and uniform appearance, delivering reliable quality products without bells and whistles.
• Valor Frish Valor Frish (Valor Frisch in German) is a joint venture brand between Valstar and Looye Kwekers, specializing in Looye Honingtomaten (honey tomatoes) and complementary products for the German retail market.
• Fresh produce wholesale supply Valstar's core wholesale service delivers a complete fresh produce assortment — greenhouse vegetables (tomatoes, peppers, cucumbers), field-grown vegetables (broccoli, cauliflower, radish, etc.), and exotic produce — in customized mixed pallets or full truckloads to retailers, wholesalers, and foodservice operators across Europe, the Middle East, Asia, and the Americas, including both organic and conventional options.

Quantifiable outcome

• Year-round delivery reliability through specialist growers for specialty vegetables (Eminent brand)

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and major.

• Farmhouse InternationalcoreStrategic or Co-development Partner · 1 January 2024Valstar became part of Farmhouse International in 2024. Farmhouse International is an international cooperation with and for growers of surprising fruits and vegetables. The group consists of Valstar plus sister companies Yex, FV Seleqt, Avor, and Spot. This partnership combines expertise and supply, creating a distinctive blend of exotic, local, and organic products. Valstar gains access to the complete assortment of sister companies while contributing its own grower relationships and international trade capabilities.
• YexcoreStrategic or Co-development Partner · 1 January 2021Yex is a sister company within Farmhouse International, specializing in select fruit and vegetable categories. Valstar has access to Yex's complete product assortment as part of the Farmhouse International group.
• FV SeleqtcoreStrategic or Co-development Partner · 1 January 2021FV Seleqt is a sister company within Farmhouse International. Valstar has access to FV Seleqt's product range as part of the Farmhouse International group, complementing Valstar's own assortment.
• AvorcoreStrategic or Co-development Partner · 1 January 2021Avor is a sister company within Farmhouse International. Valstar has access to Avor's specialist product range as part of the Farmhouse International group.
• SpotcoreStrategic or Co-development Partner · 1 January 2021Spot is a sister company within Farmhouse International. Valstar has access to Spot's product range as part of the Farmhouse International group.
• ABC LogisticscoreStrategic or Co-development PartnerABC Logistics is Valstar's dedicated logistics service provider, offering a total package of logistics services tailored to Valstar's customers. The warehouse is equipped with state-of-the-art facilities. Previously known as Valstar Verpakking Verlading, the name changed to ABC Logistics in 2020 following construction of a new warehouse. ABC Logistics provides packaging, handling, and distribution services supporting Valstar's global delivery capabilities.
• Looye KwekersmajorStrategic or Co-development PartnerLooye Kwekers is known for the famous Looye Honingtomaten® (honey tomatoes). Valstar and Looye Kwekers created a joint venture called Valor Frish (known as Valor Frisch in German), focused on providing quality, service, and added value for customers in the German market. Valor Frish specializes in Looye honey tomatoes and complementary products for the German retail market.

Scale indicators3 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Greenyard: Largest European fresh produce company combining fruit & vegetables, horticulture, and convenience meals. Direct competitor across retail, wholesale, and foodservice channels in overlapping European geographies.
• Dole plc: Global fresh produce giant formed from the Total Produce and Dole merger; one of the world's largest fresh fruit and vegetable producers and distributors. Directly comparable at the international wholesale level with similar multi-country reach.
• Fresh Del Monte Produce: Global vertically integrated fresh produce company; comparable as an international multi-category fresh produce distributor with similar geographic reach into retail, wholesale, and foodservice.
• Capespan: South Africa-headquartered global fresh produce marketer; comparable as an international multi-country distribution model serving retail and wholesale customers across continents.

Direct peers

• Nature's Pride: Dutch importer, grower, and distributor of fresh fruits and vegetables (including exotics and specialties). Direct comparable in product range, Dutch base, and European retail/wholesale customer mix.
• StC International: Dutch fresh fruit and vegetable wholesaler serving European retail and foodservice. Closely comparable scale, geography, and product mix to Valstar as a Netherlands-based international trader.
• The Greenery: Dutch fresh produce cooperative supplying retail, foodservice, and wholesale channels. Same home market and customer base as Valstar; directly comparable in product range, customer segments, and B2B sales model.
• Special Fruit: Belgian fresh produce distributor specializing in exotics and specialty items. Direct comparable to Valstar's Discovered and Eminent brands with similar size, customer focus, and specialty positioning.
• Jupiter Group: UK-based fresh produce grower-marketer-distributor; direct peer in retail and wholesale supply across the UK and Continental Europe with overlapping product range.
• Bakker Barendrecht: Dutch fresh produce specialist (now part of Greenyard); direct competitor in Dutch retail supply with similar customer profile and product categories including greenhouse vegetables.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/valstar_holland

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles20 records

Subsidiaries2 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 Valstar