Nature's Pride

What Nature's Pride does

Nature's Pride B.V. is a privately held Dutch importer and distributor of exotic fresh produce headquartered in Maasdijk, Netherlands, founded in 2001 and operating with 501–1,000 employees. The company sources fruits, vegetables, berries, and specialty produce from international growers — with a particular emphasis on South African origins — and supplies European retailers and food service operators through B2B relationships. Its assortment spans five product categories: ready-to-eat fruit, exotic fruit, exotic vegetables, berries, and flavor enhancers, marketed under the master Nature's Pride brand and two wholly-owned sub-brands: EAT ME (a consumer-facing 'inspiration' brand for premium and ready-to-eat produce) and Berries Pride (a specialized berry brand).

The company's core operational capability is cold-chain management for perishables, which it positions as a primary differentiator for reducing food loss and quality rejections between origin (notably South Africa) and European point-of-sale. Nature's Pride develops these capabilities in collaboration with Dutch partner Adagin and benefits from infrastructure investments such as the ICTSI-led Durban Container Terminal Pier 2 concession. Distribution is conducted through direct B2B enterprise sales (field/enterprise motion) targeted at European retailers and food service buyers, with quote-based pricing that is not publicly disclosed. Marketing and brand presence are maintained via LinkedIn, YouTube (including the 'Zo doen we dat' video series), and an email newsletter reaching more than 2,000 AGF (produce-industry) professionals. Sustainability and supply-chain responsibility are formalized through the Nature's Pride Foundation, covering biodiversity, responsible water management, climate action, and grower welfare.

Revenue mechanics are anchored in the one-time-sale wholesale distribution of fresh produce to European retailers, food service operators, and wholesale distributors across multiple exotic and specialty categories. The business model combines commodity-style produce trading with branded retail plays via EAT ME and Berries Pride and value-added categories such as ready-to-eat fruit. No parent company, venture capital, or private-equity ownership is disclosed, and the firm operates as an independent Dutch B.V. with no public listing and no disclosed funding rounds, M&A history, or management-team details beyond founder/CEO Shawn Harris and Commercial Director Adriëlle Dankier.

Name

Nature's Pride

Legal name

Nature's Pride B.V.

Website

https://naturespride.nl

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Nature's Pride is a Dutch B2B importer and distributor of exotic fruits, vegetables, berries, and ready-to-eat produce, supplying European retailers and food-service operators from South African and other origins via a cold-chain-led model under brands Nature's Pride, EAT ME, and Berries Pride.

Ownership category

akta.pro rank

Product category

Fresh Produce Import and Distribution

akta.pro primary industry

Exotic & Specialty Produce Wholesale (AFAIACAF)

akta.pro secondary industries

Specialty & Ethnic Grocery Wholesale (AFAIABAJ), Ethnic Produce & Specialty Vegetables Wholesale (AFAIAIAD)

Keywords

• Fresh produce import
• Exotic fruit distribution
• Cold-chain logistics
• Ready-to-eat produce
• B2B produce supply

Headquarters

HQ city

Maasdijk

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fresh produce import and distribution: Nature's Pride imports and distributes exotic vegetables, fruits, berries, and specialty produce to European markets. Revenue is generated through the sale of fresh produce to retailers, food service companies, and wholesale distributors across Europe.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Nature's Pride imports and distributes exotic fruits, vegetables, berries, and ready-to-eat produce from international growers (notably South Africa) to European retailers and food service companies. The company organizes its offering into five product categories — ready-to-eat fruit, exotic fruit, exotic vegetables, berries, and flavor enhancers — supported by cold-chain expertise to minimize food loss and quality rejections.

Product overview

Nature's Pride is an importer of exotic vegetables and fruit operating as a single unified product company. The core offering spans five product categories: ready-to-eat fruit, exotic fruit, exotic vegetables, berries, and flavor enhancers. The portfolio is organized under a main company brand supplemented by two sub-brands — EAT ME (an inspiration/lifestyle brand for premium produce) and Berries Pride (a specialized berries brand). The company positions itself around three pillars: enabling everyone to enjoy produce, caring for people and nature, and serving as an innovative partner in the supply chain.

Differentiator

Problem solved

Functional benefit

Brands

• EAT ME: Inspirational brand for fresh produce, consumer-facing brand for fruits and vegetables.
• Berries Pride

Products and services

• Eetrijp Fruit (Ready-to-Eat Fruit) Ready-to-eat fruit category allowing consumers and food-service buyers to enjoy fruit immediately at optimal ripeness and flavor, sourced through Nature's Pride's cold-chain import operations.
• Exotisch Fruit (Exotic Fruit) Exotic fruit varieties sourced from international growers offering intense flavor profiles, supplied to European retailers and food service operators.
• Exotische Groenten (Exotic Vegetables) Exotic vegetables of high quality that expand the company's fresh produce portfolio for European retail and food service customers.
• Bessen (Berries) Natural-sweetness berries sold under the Berries Pride sub-brand, complementing Nature's Pride's specialty fresh produce range for European buyers.
• Smaakmakers (Flavor Enhancers) Specialty flavor-enhancer produce items delivering a maximum taste experience, supplied alongside the core fruit and vegetable assortment.

Quantifiable outcome

• Reducing food loss and quality rejections through cold-chain solutions in South African-Dutch trade

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered minor and core.

• ICTSIminorStrategic or Co-development Partner · 1 June 2026ICTSI won the 25-year Durban Container Terminal Pier 2 concession as part of public-private partnerships addressing South African port delays. While not a direct partner, Nature's Pride benefits from improved port infrastructure reducing their logistics costs and product losses.
• AdagincoreStrategic or Co-development PartnerDutch company actively working on cold-chain solutions alongside Nature's Pride to reduce food loss and quality rejections in South African-Dutch trade. Both companies present opportunities for South African-Dutch cooperation on food security.

Scale indicators1 record

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Fyffes: Irish-headquartered tropical produce importer (now part of Sumitomo) with strong European distribution of bananas, pineapples, and melons. Comparable as a broad incumbent in tropical/exotic produce for European retail.
• Greenyard: Belgian-listed global leader in fresh, frozen, and prepared fruit and vegetables, serving European retailers at much larger scale. Overlaps with Nature's Pride in fresh produce distribution to retail and food service.
• Del Monte Fresh Produce: Global producer and distributor of fresh and prepared fruits and vegetables including tropical varieties. Overlaps with Nature's Pride on exotic produce categories and European retail customers.
• Chiquita Brands International: Global banana and fresh produce supplier serving European retailers and food service. Comparable as a broad incumbent distributing tropical and exotic fruits across Europe.

Direct peers

• Cool Fresh International: Dutch importer of fresh fruits and vegetables with a comparable product mix of exotic and specialty produce supplied to European retailers. Operates in the same niche and geography as Nature's Pride.
• Hagé International: Netherlands-based fresh produce importer and distributor serving European retail and food service. Overlaps with Nature's Pride in exotic and specialty produce, geographic footprint, and B2B enterprise sales model.
• Special Fruit: Belgian importer and distributor of exotic fruits and vegetables serving European retailers and food service. Directly comparable to Nature's Pride on product mix, customer base, and B2B distribution model.
• Bakker Barendrecht: Dutch fresh produce supplier (part of the Greenyard group) serving retailers and food service in the Netherlands and beyond. Directly comparable on customer base and category focus, though with broader assortment.

Regional players

• Trops: Spanish cooperative producer and marketer of tropical fruits (primarily mangoes and avocados). Comparable category overlap with Nature's Pride on exotic produce, though primarily Spain-focused rather than pan-European.

Others

• Dole plc: Global fresh produce company (formerly Total Produce) with extensive European distribution of tropical and exotic fruits. Comparable as a broad incumbent in the same category and customer set as Nature's Pride.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCf4n17-VySVa6cCBm_FPQ2Q
• LinkedInlinkedin.com/company/nature's-pride
• Xx.com/NaturesPride_

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Nature's Pride