de Groot fresh group

What de Groot fresh group does

de Groot fresh group is a Dutch family-owned importer and wholesaler of fresh fruit and vegetables founded in 1930 and headquartered in Hedel, Netherlands, with additional operations in Kerkdriel, Breda, Schijndel, and Sevenoaks (UK). The company sources produce from 50 countries and exports to 30, offering more than 150 product types spanning bananas, avocados, citrus, grapes, tomatoes, melons, bell peppers, and other fruits and vegetables. Its most significant physical asset is the banana ripening facility in Hedel, operated by the de Groot bananas subsidiary (founded 2014), with a capacity of 150,000 boxes per week under controlled conditions. The group is structured around several wholly owned operating companies, including De Groot International BV, de Groot bananas, DG Fruit UK, Global Logistics Holland BV, De Groot van Dommele, and the Gebr. van Aarle affiliate, alongside the Don Mario – EAT NOW private label brand.

The company's core technology revolves around physical fresh-produce handling infrastructure rather than software: professional ripening cells for bananas, a conditioned transport fleet operated by de Groot fresh transport (Lean and Green Star certified), conditioned and unconditioned storage, cross-docking, customs clearance, PD inspections, and product packaging. Quality management is anchored by IFS Food, IFS Logistics, RIK, GLOBALGAP Chain of Custody, and On the way to PlanetProof certifications covering trade, ripening, and packaging of fruit and vegetables. The product portfolio is delivered through the Don Mario – EAT NOW sub-brand (covering ready-to-eat/ripened categories) and unbranded bulk wholesale supply, sold via five core channels: telephone-based wholesale sales, hypermodern Cash & Carry locations in Breda and the UK for specialists and market traders, direct B2B sales to foodservice and enterprise buyers, and the in-house conditioned transport/logistics arm.

de Groot fresh group generates revenue primarily through transaction-based sales of fresh produce to four customer segments: national and international wholesale buyers, foodservice businesses (hotels, restaurants, catering), AGF specialists and market traders purchasing from Cash & Carry outlets, and retail/wholesale buyers of Don Mario – EAT NOW branded products. Secondary revenue is earned through logistics services (storage, cross-docking, stock management, customs clearance, packaging) provided via Global Logistics Holland BV. The company is privately held by the de Groot family across four generations, with no external institutional investment, no public listing, and no disclosed revenue figures. Pricing is not publicly disclosed and varies by product, volume, and customer relationship.

Name

de Groot fresh group

Legal name

de Groot fresh group

Website

https://degrootfreshgroup.com

Company type

Private

Founded year

1930

Operating status

Operating

Headcount range

101–250 employees

Short description

de Groot fresh group is a fourth-generation Dutch family-owned importer and wholesaler of fresh fruit and vegetables (bananas, avocados, citrus, tomatoes, grapes, melons, etc.), sourcing from 50 countries and exporting to 30 across wholesale, foodservice, AGF specialist (Cash & Carry), and retail channels, with integrated ripening and conditioned transport capabilities.

Ownership category

akta.pro rank

Product category

Fresh Produce Wholesale and Distribution

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (424480), Fresh Fruit and Vegetable Merchant Wholesalers (42448), Fruit and Vegetable Retailers (44523)

SIC

Wholesale-Groceries & Related Products (5140), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Fresh Produce Distribution (CRAOABAB)

akta.pro secondary industries

Fresh Fruit Wholesale (AFAIACAA), Terminal Market / Produce Market Wholesalers (AFAIACAK), Fresh-Cut & Value-Added Produce (Washed, Peeled, Sliced, Packaged) (AFAKAFAA), Produce Markets & Greengrocers (CRAHAHAA)

Keywords

• Fresh produce wholesale
• Fruit and vegetable import
• Banana ripening services
• Foodservice supply
• Conditioned logistics transport

Headquarters

HQ city

Hedel

HQ country

Netherlands

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Fresh Produce Sales: Import, export, and distribution of vegetables and fruits including bananas, avocados, citrus, grapes, tomatoes, melons, and more. Transaction-based sales through wholesale, Cash & Carry, and foodservice channels.
2. Transport & Logistics Services: Logistics services including conditioned and unconditioned storage, cross-docking, stock management, customs clearance, PD inspections, quality controls, and product packaging

Go-to-market motion1 record

Distribution channels4 records

Marketing channels1 record

Core offering

de Groot fresh group imports, ripens, and distributes a specialized assortment of more than 150 types of fresh fruit and vegetables to wholesale, foodservice, and AGF specialist customers. The company operates Cash & Carry locations, a dedicated banana ripening subsidiary, and a conditioned transport/logistics arm, serving customers across the Netherlands, the United Kingdom, and 30 export countries.

Product overview

de Groot fresh group operates as a multi-service fresh produce company organized into five core divisions: Groothandel (Wholesale), Foodservice, AGF Specialist, Sourcing, and Transport. The company also operates subsidiary brands including De Groot Bananas (established 2014 for banana ripening) and the Don Mario – EAT NOW private label brand covering fruits and vegetables. The EAT NOW label offers targeted product lines including bananas, avocados, tomatoes, grapes, citrus (oranges, lemons, grapefruits, mandarins), bell peppers, and melons. Transport services under de Groot fresh transport specialize in conditioned logistics from the Hedel facility. The company has evolved from a family business founded in 1930 to an international operation with locations in Hedel, Schijndel, Breda, and the UK.

Differentiator

Problem solved

Functional benefit

Brands

• Don Mario – EAT NOW: Quality label for fresh fruit and vegetable products targeting professionals in AGF wholesale, foodservice, hospitality, mobile trade and specialty shops. Focus on taste, quality and origin.

Products and services

• Don Mario – EAT NOW Quality Label Private label quality brand for fresh fruit and vegetables, focusing on taste, quality, and origin. The label covers a wide range of national and international produce including peppers, citrus, grapes, tomatoes, avocados, and bananas, positioned for professional AGF wholesale, foodservice, hospitality, and specialty retailers.
• Groothandel (Wholesale) Import and wholesale services for fruit and vegetables serving national and international wholesale buyers. Provides bananas from company ripening facilities in desired color and taste specifications, with direct contact to affiliated growers ensuring daily-fresh products from the Netherlands and southern production countries.
• Foodservice Supply Fresh produce supply for the foodservice sector, featuring constant quality, top brands, and fixed prices. Offers customized programs for fruit and vegetables tailored to season, product, and packaging requirements, including fresh juice programs and year-round business concepts.
• AGF Specialist (Cash & Carry) Cash & Carry locations in Breda, UK, and Kerkdriel offering the freshest seasonal vegetables and fruits. Products sourced directly from established growers, including bananas from company ripening facilities and overseas imports, with items available per package for specialists, market traders, and farm shops to assess, taste, and buy.
• Sourcing (Import and Export) International import and export services handling more than 150 types of vegetables and fruit from the world's best growing regions. Imports from 50 countries, exports to 30 countries, with intensive long-term supplier and buyer relationships ensuring very high delivery reliability.
• de Groot fresh transport (Conditioned Logistics) Independent logistics services specializing in temperature-controlled transport of fresh products. Operates from Hedel near the A2 motorway, offering conditioned and unconditioned storage, cross-docking, stock management, customs clearance, PD inspections, quality controls, and product packaging. Holder of Lean and Green Star certification.
• Bananas (EAT NOW) Bananas under the Don Mario EAT NOW label. Sourced from Colombia, Costa Rica, Ecuador, and Peru. The company specializes in banana ripening with a capacity of 150,000 boxes per week. Available year-round.
• Avocados (EAT NOW) Premium avocados under the Don Mario EAT NOW label. Sourced year-round from Peru, Colombia, Mexico, Kenya, Guatemala, South Africa, Brazil, Morocco, Chile, and Spain. Ripened in professional ripening cells for immediate consumption (Eat Now).
• Bell Peppers (EAT NOW) Bell peppers under the Don Mario EAT NOW label, available in red, green, and yellow colors. Sourced from Belgium in co-brand with Coöperatie Hoogstraten, available year-round in 5 kg open-top packaging.
• Grapefruits (EAT NOW) Grapefruits under the Don Mario EAT NOW label. Star Ruby variety, available with Chem-Free option. Origin includes South Africa, Zimbabwe, Morocco, Egypt, Spain, Peru.
• Lemons and Limes (EAT NOW) Lemons and limes under the Don Mario EAT NOW label. Variety Eureka offered, with Chem-Free supply option. Origin includes South Africa, Zimbabwe, Morocco, Egypt, Spain, Peru.
• Mandarins (EAT NOW) Mandarins under the Don Mario EAT NOW label. Varieties include Nadorcott, Tango, Clemenules/Clementine, Satsuma, Orri. Available Chem-Free, packaged in 10 kg cartons or nets.
• Oranges (EAT NOW) Oranges under the Don Mario EAT NOW label. Varieties include Valencia, Midknight, Delta Sdls, Navel, Salustiana, Maroc Late. Available Chem-Free, sourced from South Africa, Zimbabwe, Morocco, Egypt, Spain, Peru.
• Grapes (EAT NOW) Grapes under the Don Mario EAT NOW label, available in white, black, and blue varieties with and without seeds. Includes Arra, Crimson, Thompson, Flame, Prime Seedless, Red Globe, Sugraone, and other varieties. Origin from Egypt, Peru, Chile, South Africa, Brazil. Available January to April.
• Tomatoes (EAT NOW) Tomatoes under the Don Mario EAT NOW label, in partnership with Coöperatie Hoogstraten. Includes Cuisinesse vine tomatoes, San Marzano, Bellino plum cherry tomatoes, Party Mix, Cherry Star, and Coeur de Boeuf varieties. Sourced from Belgium.
• Melons (EAT NOW) Melons under the Don Mario EAT NOW label. Varieties include Galia, American/Italian Canteloupe, watermelon (with and without seeds), Piel de Sapo, and Yellow Honeydew. Origin from Brazil, Spain, Costa Rica, Honduras, Panama, Morocco. Available year-round.

Quantifiable outcome

• Import from 50 countries, export to 30 countries
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Coöperatie HoogstratencoreStrategic or Co-development PartnerStrategic partnership with Belgian cooperative for tomato production including Cuisinesse vine tomatoes, San Marzano, Bellino cherry tomatoes, Party Mix, Cherry Star, and Coeur de Boeuf varieties. Also co-branded bell peppers under Don Mario EAT NOW label.
• Van Dommele (Breda)coreStrategic or Co-development PartnerAcquired interest in Van Dommele in Breda in 1998, later integrated with Mooij Breda to become part of de Groot van Dommele operations in Breda.
• Gebr. van AarleminorOthersSeparate company under de Groot fresh group umbrella located in Schijndel, with contact information listed alongside other group companies.

Scale indicators7 records

Recent moves12 records

Expansion highlights5 records

Direct peers

• Bakker Barendrecht: Dutch fresh produce and convenience supplier (part of Greenyard) focused on foodservice, retail and industry customers. Directly comparable customer mix and Dutch logistics footprint.
• The Greenery: Dutch cooperative fresh produce supplier (part of Coöperatie DOOR) serving major European retailers. Comparable in product range, foodservice/retail split, and Dutch logistics footprint.
• Greenyard: Belgian-headquartered global fresh, frozen and prepared produce company serving retail and foodservice across Europe. Closest direct competitor in scale, customer mix (wholesale/foodservice/retail), and integrated supply chain model.
• Nature's Pride: Dutch importer, ripener and distributor of specialty and exotic fruit and vegetables serving European retailers. Highly comparable on ripener capacity, sourcing breadth, and B2B customer overlap in Benelux.
• Special Fruit: Belgian fresh produce wholesaler specializing in exotics, specialties and ripened fruit. Comparable as a mid-sized Benelux importer/distributor with ripening capabilities and similar product categories.
• Total Produce (now Dole plc): Irish-headquartered (now US-listed as Dole plc) global fresh produce company with significant European wholesale, foodservice and retail exposure. Comparable on multi-country sourcing and B2B distribution model.
• Fyffes: Irish-origin tropical produce company (now part of Sumitomo), with strong European distribution of bananas, pineapples and melons. Comparable on ripening and tropical sourcing, though larger and more tropical-focused.

Broad incumbents

• Fresh Del Monte Produce: US-listed global producer, distributor and marketer of fresh fruits and vegetables. Comparable on multi-continent sourcing and ripening capability, but operates at significantly larger scale and with vertically integrated farming.
• Chiquita Brands International: Global banana and fresh produce incumbent. Relevant peer for de Groot's banana ripening operations and tropical sourcing, though much larger and brand-led in retail rather than wholesale.
• Bonduelle: French-headquartered global leader in processed vegetables (canned, frozen, fresh-cut) with broad European retail and foodservice reach. Adjacent/overlapping in fresh vegetables but operates at much larger scale and with processing as its core.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/deGrootfreshgroup
• LinkedInlinkedin.com/company/de-groot-fresh-group

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries7 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 de Groot fresh group