Frutura

What Frutura does

Frutura Obst & Gemüse Kompetenzzentrum GmbH is an Austrian family-owned producer and marketer of fresh fruit, vegetables, and herbs, headquartered in Hartl, Styria, and operating across five Austrian locations with over 900 employees. The company functions as Austria's largest producer and marketer of fresh produce, organizing its operations through wholly owned subsidiaries DOL Group (produce distribution and trading), Gartenbau (horticulture and greenhouse cultivation), and KB-Logistik (logistics and packaging), alongside an in-house ripening facility (Reiferei) and packaging unit. Its product portfolio centers on the Blumauer premium sub-brand (tomatoes, organic mushrooms, pointed peppers) grown in geothermal greenhouses in Bad Blumau and Neudau/Burgau, the Steiermark Genuss line of Styrian apples and pears, exotic fruits (avocado, banana, mango) ripened in Styria, herbs, and dried fruit under the Dörli line. Production relies on geothermal-energy greenhouses that save 28,000 tons of CO2 annually, agricultural photovoltaics piloted at the Ökosolar-Biotop Pöchlarn with RWA Solar Solutions, and an AI-monitoring collaboration with avemoy for tomato cultivation.

Frutura distributes primarily through its core retail partnership with SPAR Österreich, anchored by the jointly opened Vorchdorf logistics center (6.8 hectares, 15,000 sqm of storage/cooling/office, up to 80,000 tons annual throughput, operational from June 2023). This facility, in which SPAR co-invested in additional warehouse capacity, supplies SPAR stores reaching 1.3 million Austrian households daily (approximately 3 million consumers). The company's revenue mechanics are transaction-based B2B supply to retail partners, with no publicly disclosed pricing or unit economics. Frutura is privately held by the Hohensinner family, with CEO Katrin Hohensinner-Häupl (EY Entrepreneur Of The Year 2022) leading the business; no external funding rounds, M&A, or institutional investors are reported. Recognition includes Deloitte Best Managed Company 2022, Great Place to Work certification (2024), and the Steirisches Landeswappen for sustainable agriculture. The company markets primarily through B2B retail relationships supplemented by its own website, Facebook, and Instagram presence.

Name

Frutura

Legal name

Frutura Obst & Gemüse Kompetenzzentrum GmbH

Website

https://frutura.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Frutura is Austria's largest privately held producer and marketer of fresh fruit, vegetables, and herbs, serving retailers (anchored by SPAR Österreich) across five Austrian locations with over 900 employees, geothermal greenhouses, and a 80,000-ton logistics center.

Ownership category

akta.pro rank

Product category

Fresh Produce

NAICS

Food Crops Grown Under Cover (11141), Vegetable and Melon Farming (11121), Fresh Fruit and Vegetable Merchant Wholesalers (424480)

SIC

Agricultural Production-Crops (100), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Greenhouse Vegetable Production (Tomatoes, Cucumbers, Peppers, Leafy Greens) (AFAGAHAA)

akta.pro secondary industries

Pome Fruit Orchards (Apples, Pears, Quinces) (AFAGACAB), Fresh Produce Distribution (CRAOABAB), Produce Markets & Greengrocers (CRAHAHAA)

Keywords

• Fresh produce distribution
• Greenhouse cultivation
• Fruit and vegetable marketing
• Cold chain logistics
• Geothermal greenhouse production

Headquarters

HQ city

Hartl

HQ country

Austria

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fresh Produce Production and Distribution: Frutura produces and markets fresh fruits and vegetables regionally and internationally, serving both retail partners and direct consumers through SPAR stores
2. Logistics Services: Operates modern logistics center for fresh produce distribution, handling up to 80,000 tons of food annually through Vorchdorf facility

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Frutura produces, markets, and distributes fresh fruits and vegetables across Austria through geothermal greenhouse cultivation, regional orchard operations, and tropical fruit ripening. The company supplies year-round greenhouse vegetables under the Blumauer sub-brand (tomatoes, organic mushrooms, pointed peppers), regional apples and pears under Steiermark Genuss, ripened exotic fruits (avocado, banana, mango), fresh herbs, and dried fruits, primarily via a strategic partnership with SPAR Österreich that reaches 1.3 million households daily. Operations span five locations including a 6.8-hectare Vorchdorf logistics center handling up to 80,000 tonnes of food annually.

Product overview

Frutura is a fruit and vegetable producer and Austria's largest marketer of fresh produce. The company operates geothermal greenhouses in Bad Blumau and manages logistics centers across Austria. Its product portfolio centers on the Blumauer sub-brand (tomatoes, organic mushrooms, pointed peppers) for year-round regional production, the Steiermark Genuss sub-brand (apples, pears) for regional Styrian specialties, and exotic fruits (avocado, banana, mango). The company also offers herbs, dried fruits, and fresh produce through partnerships with retailers like SPAR. Frutura's operations span 5 locations with over 900 employees, emphasizing sustainability through geothermal energy, agrivoltaics, and innovative packaging solutions.

Differentiator

Problem solved

Functional benefit

Brands

• Blumauer. Premium vegetable brand including tomatoes, pointed peppers, and bio mushrooms grown in the thermal greenhouse region of Bad Blumau.
• Steiermark Genuss Apfel
• Steiermark Genuss Birne
• Exoten
• Dörli
• Das schmeckst!
• Frutura Thermal-Gemüsewelt
• Frischedrehscheibe

Products and services

• Blumauer Tomaten (Blumauer Tomatoes) Year-round, regional, and sustainably produced tomatoes grown in geothermal greenhouses in Bad Blumau, Austria, sold under the Blumauer sub-brand to Austrian retail partners.
• Blumauer Bio-Champignons (Organic Mushrooms) Organic mushrooms produced in Styria and sold under the Blumauer sub-brand through Austrian retail partners.
• Blumauer Spitzpaprika (Pointed Peppers) Pointed peppers grown in geothermal greenhouses under the Blumauer sub-brand and distributed through Austrian retail partners.
• Steiermark Genuss Apfel (Styrian Premium Apple) Premium regional apples from Styria sold under the Steiermark Genuss sub-brand with regional quality certification, distributed through Austrian retail partners.
• Steiermark Genuss Birne (Styrian Premium Pear) Premium regional pears from Styria sold under the Steiermark Genuss sub-brand through Austrian retail partners.
• Die Avocado (Avocado - Exoten line) Ripened avocados marketed under the Exoten sub-brand and distributed through Austrian retail partners, ripened at Frutura's in-house Reiferei facility in Styria.
• Die Banane (Banana - Exoten line) Ripened bananas marketed under the Exoten sub-brand and distributed through Austrian retail partners, ripened at Frutura's in-house Reiferei facility in Styria.
• Die Mango (Mango - Exoten line) Ripened mangoes marketed under the Exoten sub-brand and distributed through Austrian retail partners, ripened at Frutura's in-house Reiferei facility in Styria.
• Kräuter (Fresh Herbs) Fresh herbs product line distributed through Austrian retail partners.
• Dörli (Dried Fruit) Dried fruit product marketed under the Dörli sub-brand through Austrian retail partners.
• Das schmeckst! (Taste-Led Branded Produce Line) Branded produce line under the 'Das schmeckst!' sub-brand emphasizing taste and quality, distributed through Austrian retail partners.

Quantifiable outcome

• 28,000 tons CO2 saved annually through geothermal greenhouses
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• SPAR ÖsterreichcoreStrategic or Co-development Partner · 15 June 2023Joint opening of state-of-the-art logistics center for fresh produce in Vorchdorf. The facility handles up to 80,000 tons of food annually and serves SPAR stores across Austria, reaching 1.3 million households daily. SPAR invested in additional warehouse capacity on the 6.8-hectare site.
• RWA Solar SolutionscoreStrategic or Co-development Partner · 1 September 2021Cooperation in agricultural photovoltaics at the Ökosolar-Biotop Pöchlarn. RWA Solar Solutions operates the photovoltaic installation while Frutura manages apple cultivation testing on the same land, enabling dual-use of agricultural areas for solar power generation and food production.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• BayWa AG: German agricultural, energy, and building-materials conglomerate with significant produce and renewable energy operations — overlaps with Frutura in agricultural input trade, agrivoltaics-adjacent energy, and European produce distribution.
• Fresh Del Monte Produce: Global producer, distributor, and marketer of fresh and prepared fruits and vegetables with ripening and logistics capabilities — comparable to Frutura's exotic-fruit ripening (Exoten brand) and integrated supply chain, though at global scale.
• Dole plc: Global fresh-produce incumbent formed via the Total Produce merger, operating across fresh fruit and vegetables worldwide — comparable in category and retail-channel model, but at far greater scale and geographic breadth than Frutura.

Direct peers

• Greenyard NV: Belgian-listed leader in fresh, frozen, and prepared fruit and vegetables, serving European retailers with vertically integrated production and logistics — directly comparable to Frutura's producer-plus-distributor model anchored in SPAR.
• Bonduelle: France-based family-controlled vegetable producer and marketer with European-wide retail relationships and a sustainability-led brand portfolio, closely mirroring Frutura's premium greenhouse and regional brand strategy.

Others

• SVZ International: Supplier of fruit and vegetable-based ingredients to food and beverage manufacturers — adjacent to Frutura as a downstream user of fresh produce, with shared exposure to European supply chains and sustainability sourcing.

Regional players

• LGV-Frischgemüse Wien: Vienna-based cooperative of Austrian vegetable growers supplying domestic retailers with fresh produce — directly comparable regional competitor in Austrian greenhouse and field-vegetable production and retail supply.
• RWA AG: Austrian agricultural cooperative and Frutura's partner in the agrivoltaic Ökosolar-Biotop project; comparable as a domestic agricultural player with overlapping farmer-supply and renewable-energy activity, though focused more on agri-inputs than fresh-produce retail.

Emerging players

• Infarm: Berlin-based vertical-farming company growing herbs and leafy greens in-store and in urban farms, with an AI-controlled production stack — overlaps Frutura's controlled-environment agriculture and AI-in-production direction, but in a more capital-intensive, indoor model.
• Plenty: US-based vertical-farming operator building AI-driven, indoor leafy-green production — comparable to Frutura's controlled-environment and AI-into-greenhouse direction, but on a different technology stack and geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/fruturaobstundgemuese
• Instagraminstagram.com/fruturaobstundgemuese

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 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 Frutura