ASF Holland

What ASF Holland does

ASF Holland bv is a Netherlands-based B2B soft fruit supplier that packs and distributes berries — including blueberries and other soft fruits — to retailers, foodservice operators, and wholesalers across Europe. The company sources a significant share of its product from Dutch growers with whom it maintains long-tenured relationships, and operates its own packing station to control quality and respond quickly to customer specifications. The business is sales-led, with direct relationships to major European buyers rather than a digital or transactional go-to-market model; pricing is conducted through direct negotiation and is not publicly disclosed.

ASF Holland bv is the primary operating entity within the ASF Group, which also includes Moorberries bv (a specialized blueberry sub-brand) and Total Berry Packing bv (an internal packing services entity). This group structure provides category specialization and vertical integration across packing and supply. The ASF Group is a member of Dole Plc, a major global producer and marketer of fresh fruits and vegetables, which positions ASF Holland within a large international agricultural group with potential synergies in sourcing and distribution. The company has been active for over 25 years.

Revenue is generated through transaction-based sales of soft fruits on a B2B basis. No pricing model, product pricing, contract structure, or revenue figures are publicly disclosed. The company maintains a corporate website (asf-holding.nl) in both Dutch and English as its primary digital and marketing channel, with a separate grower login portal for existing Dutch growers. No AI/ML capabilities, patents, certifications, management bios, funding rounds, or M&A history are disclosed in the source material.

Name

ASF Holland

Legal name

ASF Holland bv

Website

https://asf-holland.nl

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

ASF Holland bv is a Netherlands-based B2B supplier that packs and distributes soft fruits, including blueberries, sourced from Dutch growers and delivered through its own packing station to retailers, foodservice operators, and wholesalers across Europe. It is part of the ASF Group and a member of Dole Plc.

Ownership category

akta.pro rank

Product category

Fresh Produce Distribution

NAICS

Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114), Berry (except Strawberry) Farming (111334)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Food And Kindred Products (2000)

akta.pro primary industry

Berry Sorting & Packing Facilities (AFAOAGAD)

akta.pro secondary industries

Berry Farming (Strawberries, Blueberries, Raspberries, Blackberries, Cranberries) (AFAGACAD), National/Multiregional Broadline Foodservice Distributors (AFAIAAAA)

Keywords

• Soft fruit supply
• Fresh produce distribution
• Blueberry sourcing
• Berry packing services
• Wholesale fruit supply

Headquarters

HQ city

Venlo

HQ country

Netherlands

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Soft Fruit Sales: ASF Holland generates revenue through the sale of soft fruits (including blueberries, berries) to retailers, foodservices, and wholesalers across Europe. The company sources products from Dutch growers and processes them through their own packing station before distribution.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels1 record

Core offering

ASF Holland packs and supplies soft fruits — including berries and blueberries — sourced from Dutch growers to retailers, foodservices, and wholesalers across Europe. Operations are supported by the company's own packing station, enabling quality control and rapid response to customer requirements. The product line is extended via the Moorberries sub-brand for blueberries and Total Berry Packing for packing services, all integrated under the ASF Group and affiliated with Dole Plc.

Product overview

ASF Holland operates as a single-brand core product company focused on soft fruit (service) provision. The portfolio consists of three main entities: ASF Holland bv as the primary brand handling soft fruits and more, Moorberries bv as a specialized sub-brand dedicated to blueberries, and Total Berry Packing bv as an operational sub-brand providing packing services. The entities work together within the ASF Group structure, with ASF Holland sourcing from Dutch growers and leveraging the company's own packing station to serve retailers, foodservices, and wholesalers across Europe. The group is a member of Dole Plc.

Differentiator

Problem solved

Functional benefit

Brands

• Moorberries: Blueberry brand operated by ASF Group.
• Total Berry Packing

Products and services

• ASF Holland bv soft fruit supply Packed soft fruits — including general berries and related soft fruit categories — sourced from Dutch growers and supplied to European retailers, foodservices, and wholesalers. Customers contract for ongoing supply of high-quality soft fruit with delivery supported by the company's own packing station.
• Moorberries bv blueberries

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Dole PlccoreStrategic or Co-development PartnerASF Group is a member of Dole Plc, indicating a significant corporate affiliation. Dole Plc is a major global producer and marketer of fresh fruits and vegetables. This membership positions ASF Holland within a large international agricultural group, providing potential synergies in sourcing, distribution, and market access.

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Hortifrut: A global vertically integrated berry producer and marketer with strong European presence. Comparable to ASF Holland through its end-to-end berry supply chain serving major international retailers.
• Greenyard: A major European fresh, frozen, and prepared fruit and vegetable supplier serving retailers and foodservice. Comparable to ASF Holland as a pan-European B2B fresh produce distributor with broad category reach.
• Driscoll's: The global market leader in fresh berries, supplying retailers worldwide with proprietary berry varieties. Comparable to ASF Holland as a berry-focused B2B supplier, though substantially larger, branded, and IP-driven in breeding.
• Dole plc: ASF Holland's parent group and a global producer and marketer of fresh fruits and vegetables. Comparable as a broader incumbent in the same category with overlapping European produce distribution and sourcing capabilities.

Direct peers

• BerryWorld Group: A leading European supplier of berries and soft fruit to major retailers and foodservice customers. Highly comparable to ASF Holland in product mix, customer base, and B2B distribution model focused on the European market.
• Planasa: A European berry and soft fruit specialist combining varietal development, propagation, and supply. Comparable to ASF Holland in its focus on European soft fruit and integrated grower-to-customer offering.
• Sun World International: A global fruit breeding and licencing company with significant stone fruit and grape operations and growing berry exposure. Comparable to ASF Holland as a soft fruit supplier working with growers and serving major retail accounts.
• SanLucar: A European fresh fruit specialist supplying retailers with a broad portfolio including berries and soft fruit. Comparable to ASF Holland through its B2B distribution model and pan-European retailer relationships.

Emerging players

• North Bay Produce: A grower-owned cooperative supplying berries and other fresh produce to international retailers. Comparable to ASF Holland as a soft fruit supplier with integrated grower relationships and retail focus, though primarily North American in origin.

Regional players

• Fresón de Palos: A leading Spanish strawberry and berry cooperative exporting to European retailers. Comparable to ASF Holland as a berry supplier for the European market, though primarily Iberian in sourcing footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/asf-holland-bv

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 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 ASF Holland