Rainbow International

What Rainbow International does

Rainbow International BV is a Dutch B2B fresh produce supplier that sources and distributes fruits and vegetables to retail, food supply, wholesale, and foodservice customers across 31 European countries. The company operates as a wholly-owned member of Coöperatie Harvest House U.A., described as one of the largest producer organizations in fruit vegetables in the Netherlands, giving it direct access to a network of 29 affiliated growers cultivating approximately 1,260 hectares across the Netherlands and international locations including France, Tunisia, Morocco, and Portugal. Rainbow International positions itself as a one-stop-shop supplier, coordinating the full value chain from cultivation to retail shelf and providing advisory services on product mix, shelf planning, and promotional materials.

The company's product portfolio centers on greenhouse vegetables sourced directly from Harvest House growers — sweet peppers (456–478 hectares), tomatoes (648–700 hectares), and cucumbers (53.6–63 hectares) — supplemented by an extended assortment from selected external producers covering aubergine, courgette, sweet potato, chili peppers, onions, fresh herbs, root and tuber vegetables, and soft fruit. Value-chain integration is reinforced by two wholly-owned packaging and sorting operations, Rainbow Kleinpak and Greenpack, which together operate eight packaging centers and relieve growers of post-harvest handling. The company also runs a trademarketing and consumer insights function, conducting market research and developing retail concepts aligned with consumer demand trends.

Rainbow International monetizes through wholesale B2B produce transactions, selling products in various sizes, weights, and packaging configurations including private label options. Its go-to-market is sales-led, relying on direct account management relationships with major European retail chains as well as wholesale distributors and foodservice operators. The company maintains a multilingual website (Dutch, English, German, French), a LinkedIn corporate presence, and an email newsletter for trade customers. Sustainability is structurally embedded through its parent cooperative, and the company holds BIO SKAL organic certification (valid through 2027-01-01), BRCGS Food certification (through 2027-05-19), IFS Broker certification (through 2027-01-11), and GlobalGAP certification.

Name

Rainbow International

Legal name

Rainbow International BV

Website

https://www.rainbowinternational.nl

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Rainbow International BV is a Dutch B2B supplier of fresh fruit and vegetables to retail, wholesale, foodservice, and food supply customers across 31 European countries, operating as a wholly-owned member of the Harvest House cooperative.

Ownership category

akta.pro rank

Product category

Fresh Produce Distribution

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Import / Export Produce Wholesale (Cross-Border Trading) (AFAIACAH)

akta.pro secondary industry

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

Keywords

• Fresh produce distribution
• Fruit and vegetable supply
• Greenhouse vegetables
• Horticulture cooperative
• Wholesale produce sourcing

Headquarters

HQ city

De Lier

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Fresh Produce Sales: Wholesale B2B sales of fruits and vegetables including greenhouse vegetables, outdoor soil-grown vegetables, herbs, and cresses. Products sold in various sizes, weights, and packaging including private label options. Revenue derived from volume-based transactions with retail, food supply, wholesale, and foodservice customers across Europe.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Rainbow International BV supplies fresh fruit and vegetables on a wholesale B2B basis to retail, food supply, wholesale, and foodservice customers across Europe. The company acts as a one-stop-shop, sourcing greenhouse vegetables from 29 affiliated Harvest House growers and complementing the range with selected partner produce, and delivers value through its own packaging centers (Rainbow Kleinpak and Greenpack), trademarketing, and retail advisory services.

Product overview

Rainbow International is a one-stop-shop supplier of fresh fruit and vegetables, primarily serving retail, food supply, wholesale, and food service sectors across Europe. The product portfolio consists of greenhouse vegetables sourced directly from affiliated Harvest House growers (paprika/sweet peppers, tomatoes, cucumbers) and extended product lines from selected external partners (aubergine, zucchini, sweet potato, chili peppers, onions, fresh herbs, root and tuber vegetables, and soft fruit). The company operates a complete value chain — from cultivation through its Harvest House member growers (29–31 growers across 1,216–1,260 hectares), through packaging and sorting via its own packers Rainbow Kleinpak and Greenpack, efficient logistics, trademarketing and market insights, to delivery at retail shelves. Products are available in various sizes, weights, and packaging options including private label.

Differentiator

Problem solved

Functional benefit

Products and services

• Sweet Peppers (Paprika) Bell peppers and snack peppers in red, yellow, orange, and green varieties, including pointed peppers, snack peppers, and seedless snack peppers, supplied wholesale to retail, food supply, wholesale, and foodservice customers in Europe.
• Cucumbers (Komkommers) Regular cucumbers (weeks 9-47), mini cucumbers (year-round), and snack cucumbers grown under greenhouse horticulture and supplied wholesale to European retail and foodservice customers.
• Tomatoes (Tomaten) Wide range of tomato varieties including snack tomatoes in red, orange, yellow, and brown; mini San Marzano vine tomatoes; cherry, plum, and standard cherry vine tomatoes; cocktail vine tomatoes; green, medium, and large vine tomatoes; orange, yellow, and standard round tomatoes; beef tomatoes; and plum tomatoes, supplied wholesale to European retail and foodservice customers.
• Eggplant (Aubergine) Aubergine (eggplant) sourced from selected partner producers and supplied wholesale to European retail and foodservice customers.
• Zucchini (Courgette) Zucchini sourced from selected partner producers and supplied wholesale to European retail and foodservice customers.
• Sweet Potato (Zoete Aardappel) Sweet potato sourced from selected partner producers and supplied wholesale to European retail and foodservice customers.
• Chili Pepper (Peper) Chili peppers sourced from selected partner producers and supplied wholesale to European retail and foodservice customers.
• Onions (Ui) Onions sourced from selected partner producers and supplied wholesale to European retail and foodservice customers.
• Fresh Herbs and Cresses (Kruiden) Fresh herbs and cresses sourced from selected partner producers and supplied wholesale to European retail and foodservice customers.
• Root and Tuber Vegetables (Wortel- en knolgroenten) Root and tuber vegetables including ginger sourced from selected partner producers and supplied wholesale to European retail and foodservice customers.
• Soft Fruit (Zachtfruit) Soft fruit sourced from selected partner producers and supplied wholesale to European retail and foodservice customers.

Quantifiable outcome

• Products reach consumers quickly and fresh through shortest chain from cultivation
• +1 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

Five partnerships are on record, tiered core and minor.

• Harvest HousecoreStrategic or Co-development PartnerRainbow International is 100% owned member of Harvest House cooperative. Harvest House is one of the largest producer organizations in fruit vegetables in the Netherlands. The partnership provides direct access to affiliated growers and ensures the shortest chain from cultivation to consumer. Rainbow International works closely with the affiliated fruit vegetable growers.
• Rainbow KleinpakcoreStrategic or Co-development PartnerOwned packaging operation that sorts and packs products for sweet pepper and tomato growers. Part of the integrated value chain from cultivation to consumer.
• GreenpackcoreStrategic or Co-development PartnerOwned packaging facility that sorts and packs products for affiliated growers. Enables cost-efficient operations while maintaining high quality standards.
• Food FellowsminorStrategic or Co-development PartnerSustainability partnership to utilize outcast produce from waste streams. Food Fellows processes flavorful irregular produce into fresh sauces, reducing waste and maximizing resource efficiency.
• Harvest House GrowerscoreStrategic or Co-development PartnerNetwork of 29 fruit vegetable growers including Agro Care (485 ha, tomatoes), 4Evergreen (154 ha, peppers), Frestia (41 ha, tomatoes and peppers), Lans (87 ha, tomatoes), Royal Pride Holland (76 ha, tomatoes and cucumbers), and Kwekerij Overgaag (45 ha, peppers). Growers are located across Netherlands and international locations including France, Tunisia, Morocco, Portugal.

Scale indicators8 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• The Greenery: Dutch cooperative B2B fresh produce supplier with a comparable grower-cooperative structure, supplying European retailers and foodservice. Closest structural analog to Rainbow International's Harvest House model.
• Nature's Pride: Dutch B2B supplier of fresh fruit and vegetables (with emphasis on exotic and specialty produce) to European retail. Comparable one-stop-shop model, similar Dutch base, and overlapping retail customer base.
• Bakker Barendrecht: Dutch fresh produce supplier specializing in serving Dutch and European supermarket chains. A Greenyard subsidiary but operates as a focused retail-produce distributor directly comparable to Rainbow International's retail motion.
• Staay Food Group: Dutch family-owned fresh produce company supplying retail and foodservice across Europe with greenhouse and open-field vegetables. Similar product breadth and B2B go-to-market model.
• Special Fruit: Belgian specialist fresh produce distributor focused on premium and exotic fruit and vegetables for European retail and foodservice. Overlaps with Rainbow's specialty / extended assortment positioning.
• Hessing: Dutch fresh produce supplier for retail and foodservice channels with comparable greenhouse-vegetable focus and similar customer base of European supermarket operators.

Broad incumbents

• Greenyard: Belgian-headquartered global fresh produce supplier serving European retail and foodservice. Operates at significantly larger scale but competes for the same shelf-space and supply contracts across European grocery.
• Bonduelle: French-headquartered global vegetable specialist spanning fresh, canned, and frozen categories. Operates at much greater scale and vertical integration but competes in the same fresh-vegetable retail channel.
• Dole plc: Global fresh produce company (formed from merger with Total Produce) supplying European retail and foodservice with fruit and vegetables. Significantly larger and broader, but a relevant reference point for the European B2B produce distribution landscape.

Emerging players

• FresQ: Dutch fresh produce distributor serving retail and foodservice with a tech-enabled supply platform. Competes for the same Dutch and European retail customers with a more digitally-led approach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/rainbow-international-b-v-

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

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 Rainbow International