Cooperatie Hoogstraten

What Cooperatie Hoogstraten does

Cooperatie Hoogstraten is a privately held Belgian agricultural cooperative headquartered in Hoogstraten, Antwerp province, Flanders. Founded approximately in the 1930s (formal founding listed as 1933) and colloquially known in the local Hoogstraatse dialect as "De Veiling" (the auction), the cooperative aggregates fresh fruit and vegetables from member-growers and markets them under the "Hoogstraten, Home of Quality" brand across eight core categories: strawberries (the flagship), peppers, tomatoes, cucumbers, berries, cherries, melons, and a "Specials" line that includes branded sub-varieties such as the Délicé tomato family.

The cooperative's core technology asset is the "Ontdek je teler" (Discover Your Grower) traceability module, which pairs unique codes on strawberry packaging with QR codes enabling consumers to identify the specific grower of their product. Operational systems include a dedicated B2B Business Portal (business.hoogstraten.eu) for trade customers and an InfoWeb system for cooperative members and partners. Customer engagement is supported by a multi-channel marketing platform combining a recipe and blog website, an active Instagram account (@hoogstraten.enjoy), a "Hoogstraten on Tour" YouTube series, and an ambassador program featuring chef Roger van Damme alongside food and lifestyle creators.

Commercially, Cooperatie Hoogstraten operates under a member-driven cooperative model: growers deliver produce which the cooperative then markets and distributes, with proceeds redistributed to members. Go-to-market is primarily indirect through Belgian and broader European retail and wholesale channels rather than direct-to-consumer e-commerce, supplemented by the B2B business portal serving trade customers. Pricing is not publicly disclosed and revenue figures are not available in the source data.

Name

Cooperatie Hoogstraten

Legal name

Coöperatie Hoogstraten

Website

https://hoogstraten.eu

Company type

Private

Founded year

1933

Operating status

Operating

Headcount range

101–250 employees

Short description

Cooperatie Hoogstraten is a Belgian agricultural cooperative, founded in 1933 and headquartered in Hoogstraten, that aggregates fresh fruit and vegetables from member-growers and markets them under the "Hoogstraten, Home of Quality" brand to retail and wholesale customers across Belgium and Europe.

Ownership category

akta.pro rank

Product category

Fresh Produce (Fruit and Vegetables)

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (42448), Other Grocery and Related Products Merchant Wholesalers (42449)

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Farm-to-Consumer Cooperative Markets (Local Producer Co-ops) (CRAHALAG)

Keywords

• Fresh fruit and vegetables
• Agricultural cooperative
• Premium strawberries
• Cold storage logistics
• Produce wholesale

Headquarters

HQ city

Hoogstraten

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fresh produce sales through cooperative model: Coöperatie Hoogstraten operates as an agricultural cooperative (coöperatie) bringing together fruit and vegetable growers. Members deliver their produce to the cooperative, which then markets and distributes it under the Hoogstraten brand. The cooperative model suggests produce is sold to wholesalers, retailers, and potentially directly to consumers, with proceeds distributed to member-growers.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Coöperatie Hoogstraten is an agricultural cooperative that aggregates, markets, and distributes fresh fruit and vegetables — strawberries, peppers, tomatoes, cucumbers, berries, cherries, melons, and specialty produce — from its member-growers under the 'Hoogstraten, Home of Quality' brand. The cooperative also provides logistics and cold storage services to its producers and delivers trade-customer support through a dedicated B2B portal and InfoWeb system.

Product overview

Cooperatie Hoogstraten is an agricultural cooperative operating under the brand 'Hoogstraten, Home of Quality'. It functions as a unified brand platform across eight core fresh produce categories: Aardbeien (strawberries), Paprika's (peppers), Tomaten (tomatoes — including specialty Délice sub-varieties), Komkommers (cucumbers), Specials (niche vegetables), Bessen (berries — blueberries, raspberries, blackberries, red currants), Kersen (cherries), and Meloenen (melons). The portfolio also includes a traceability tool (Ontdek Je Teler), a B2B Business Portal, and an InfoWeb platform. The cooperative supplements its product offering with a recipe platform featuring ambassador-created content and a seasonal calendar. The cooperative markets itself as the 'veiling' (auction) of the Hoogstraatse region, with nearly 90 years of history, and emphasizes direct-from-grower sourcing and sustainability.

Differentiator

Problem solved

Functional benefit

Brands

• Hoogstraten Aardbeien (Hoogstraten Strawberries): The flagship product line featuring premium strawberries, marketed as the cooperative's leading category.
• Hoogstraten Bessen (Hoogstraten Berries)
• Hoogstraten Paprika's (Hoogstraten Peppers)
• Hoogstraten Tomaten (Hoogstraten Tomatoes)
• Hoogstraten Specials

Products and services

• Aardbeien (Strawberries) Premium strawberries marketed under the 'Hoogstraten, Home of Quality' brand for retail consumers and trade customers; described as 'Heerlijk zoet' (deliciously sweet). The cooperative's flagship category, with each container carrying a unique code and QR code enabling growers identification.
• Paprika's (Peppers) Bell peppers marketed under the Hoogstraten brand, described as 'Gezond' (healthy), for retail and wholesale trade customers.
• Tomaten (Tomatoes) Tomatoes marketed under the Hoogstraten brand, described as 'Smaakbommetjes' (flavour bombs). Includes specialty varieties such as Cherry, San Marzano, Kumato, and other Dé tomato sub-varieties.
• Komkommers (Cucumbers) Cucumbers marketed under the Hoogstraten brand, described as 'Perfect knapperig' (perfectly crispy), for retail and wholesale trade customers.
• Specials Specialty vegetable varieties including peppers, cherry tomatoes, and other niche produce, described as 'Uniek' (unique). Includes branded sub-varieties such as Miss Perfect, Chef Dé, Frieda, Party Dé, and Pure Dé tomato lines.
• Bessen (Berries) Berries including blueberries (blauwe bessen), raspberries (frambozen), blackberries (bramen), red currants (rode bessen), and kiwiberries. Described as 'Zoete zoetjes' (sweet treats).
• Kersen (Cherries) Cherries marketed under the Hoogstraten brand, described as 'Pittig vers' (spicy fresh), for retail and wholesale customers.
• Meloenen (Melons) Melons marketed under the Hoogstraten brand, described as 'Fruitig hoogstandje' (fruitily impressive), for retail and wholesale customers.

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

Feature1 record

Partnerships

Eight partnerships are on record, tiered core and minor.

• Roger van DammecoreGTM or Marketing PartnerRoger van Damme is a renowned Dutch celebrity chef, patissier, and TV presenter recognized by Gault & Millau and Michelin. He serves as the flagship ambassador for the Hoogstraten quality brand, promoting the cooperative's fresh produce through recipes, media appearances, and the 'Hoogstraten on Tour' YouTube series. The partnership positions Hoogstraten as a premium ingredient choice endorsed by a world-class culinary figure.
• Chloé KooktcoreGTM or Marketing PartnerFood blogger behind Chloé Kookt who creates daily colorful, seasonal recipes featuring Hoogstraten strawberries and other produce. As ambassador, she inspires followers with accessible recipes using quality seasonal ingredients.
• Loïc Van ImpeminorGTM or Marketing PartnerSelf-taught chef who became a culinary phenomenon on TV and social media in both Flanders and Wallonia. As ambassador, he shares creative recipes using Hoogstraten fresh products.
• JustJade (Jade De Winter)minorGTM or Marketing PartnerCreative multi-hyphenate influencer on YouTube and Instagram known for lifestyle and fashion content. As a foodie with a preference for pure and local products, she shares her love for Hoogstraten's fresh produce in her own flavorful way.
• LizzyLizzBlog (Liesbeth Buyse)minorGTM or Marketing PartnerPassionate food lover sharing simple, flavorful recipes with good wine through her blog. Prefers Belgian seasonal products and proudly incorporates Hoogstraten strawberries and other local products in her dishes.
• Laura Van Den Broeck (Be Fit Be Awesome)minorGTM or Marketing PartnerSports coach, foodie, and creator behind the 'Be Fit Be Awesome' platform. With a no-nonsense approach to healthy living, she incorporates Hoogstraten strawberries in energetic recipes, bridging health and quality produce.
• VTI SpijkerminorStrategic or Co-development PartnerHotelschool VTI Spijker is a hospitality education institution whose students create recipes featuring Hoogstraten produce. An example is a collaborative strawberry tart project with Roger van Damme to surprise mothers in the region. This partnership supports culinary education and product innovation.
• Studio 27minorOthersWeb design agency credited as the designer of the Coöperatie Hoogstraten website.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Greenyard: Belgian-headquartered long-fresh leader in fruits, vegetables, flowers, and plants; serves European retail and foodservice with a vertically integrated grower network, directly comparable as a wholesale-produce platform competing for the same Belgian retail shelves as Coöperatie Hoogstraten.
• Driscoll's: Global market leader in fresh berries (strawberries, blueberries, raspberries, blackberries) with a brand-led model; competes with Hoogstraten in the premium berry category across European retailers.
• Bakker Barendrecht: Dutch fresh-produce supplier serving Albert Heijn and other European retailers; comparable to Coöperatie Hoogstraten as a wholesale-produce distributor aggregating produce for large retail accounts.
• Total Produce / Dole plc: Global fresh-produce giant formed from Total Produce's combination with Dole; competes with Coöperatie Hoogstraten at the European retail-wholesale level for shelf space in bananas, berries, and vegetables.

Regional players

• Special Fruit: Belgian importer and distributor of fresh fruit (with strong exotic, berry, and stone-fruit portfolios) supplying European retail and foodservice; comparable to Coöperatie Hoogstraten in the Belgian fresh-produce wholesale space.

Direct peers

• Berry Gardens: UK berry-grower cooperative supplying soft fruit (strawberries, raspberries, blueberries, blackberries) to major British retailers; directly comparable to Coöperatie Hoogstraten as a berry-focused grower cooperative with retail distribution.
• Royal Berry: Dutch strawberry-grower cooperative specializing in premium strawberries for European retail; directly comparable to Coöperatie Hoogstraten's flagship strawberry category and cooperative structure.
• The Greenery: Dutch cooperative of fruit-and-vegetable growers supplying retail and foodservice across Europe; structurally the closest direct peer to Coöperatie Hoogstraten as a Dutch/Belgian cooperative aggregator in the fresh-produce wholesale market.
• Veiling Zaltbommel: Dutch fresh-produce auction cooperative historically known as 'De Veiling' — the same colloquial name as Coöperatie Hoogstraten — with a nearly identical cooperative-grower auction model for fruit and vegetables.

Others

• VBN (Verbond van Belgische Tuinbouwcoöperaties) / Belgian horticultural cooperatives: Belgian federation/cluster of horticultural cooperatives (Vegebe); thematically related to Coöperatie Hoogstraten as the umbrella for member-owned Belgian produce cooperatives and an ecosystem participant.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/hoogstraten.enjoy
• Facebookfacebook.com/CooperatieHoogstraten

Revenue estimate

Valuation estimate

Number of profiles

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 Cooperatie Hoogstraten