Total Berry Packing

What Total Berry Packing does

Total Berry Packing bv is a private limited company headquartered in Helenaveen, Netherlands, operating as the dedicated packing services entity within the ASF Group. The group has been active in packaging and supplying soft fruits for over 25 years and comprises three operating brands: ASF Holland bv (soft fruits), Moorberries bv (blueberries), and Total Berry Packing bv (packing). Total Berry Packing's core function is operating the group's own packing station, which processes and packages soft fruit — notably blueberries — sourced primarily from Dutch growers under long-term intensive relationships. The entity operates within a parent group (ASF Group) that is a member of Dole Plc, providing strategic and brand backing from a global fresh produce leader.

The company serves three B2B customer segments across Europe: retail chains (its primary segment), foodservice companies, and wholesale distributors. Revenue mechanics are not publicly disclosed — there is no pricing model, no per-unit rate, and no contract structure in the public record — and the business operates as a B2B packing service rather than a direct-to-consumer brand. Distribution is handled through the ASF Group's established pan-European commercial relationships. Total Berry Packing has no disclosed digital products, applications, APIs, or proprietary technology beyond its physical packing station, and the entity has no disclosed funding rounds, subsidiaries, patents, or independent management team in the public record.

The underlying operating model is a vertically coordinated soft fruit supply chain: Dutch growers supply raw product, ASF Holland and Moorberries handle category-specific sourcing and commercialization, and Total Berry Packing provides the packaging capability that allows the group to meet retailer, foodservice, and wholesale specifications with quick turnaround. With 101–250 employees, the group is a mid-sized European fresh-produce operator whose competitive position rests on grower relationships, in-house packing flexibility, and Dole Plc affiliation rather than on proprietary technology, brand IP, or differentiated digital capabilities.

Name

Total Berry Packing

Legal name

Total Berry Packing bv

Website

https://totalberrypacking.com

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Total Berry Packing bv is a Dutch soft fruit packing-services company operating within the ASF Group alongside ASF Holland and Moorberries. It runs the group's own packing station, packaging blueberries and other soft fruit from Dutch growers for European retailers, foodservice companies, and wholesalers, under the ASF Group's Dole Plc membership.

Ownership category

akta.pro rank

Product category

Fresh Produce Packing

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (42448)

SIC

Public Warehousing & Storage (4220), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Berry Sorting & Packing Facilities (AFAOAGAD)

akta.pro secondary industries

Fresh Produce Packhouses (Fruits & Vegetables) (AFAOAGAA), Secondary Packaging & Case Packing (Multipacks, Shrink, Cartoning) (AFAFAJAK), Fresh Fruit Wholesale (AFAIACAA)

Keywords

• Soft fruit packing
• Blueberry distribution
• Fresh produce packaging
• Wholesale fruit supply
• European retail produce

Headquarters

HQ city

Helenaveen

HQ country

Netherlands

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Infrastructure

Distribution channels1 record

Core offering

Total Berry Packing bv operates an own packing station that packages and distributes soft fruits, including blueberries, for retailers, foodservice operators, and wholesalers across Europe. The company is the dedicated packing arm of the ASF Group, which sources a significant share of its soft fruit from Dutch growers with long-standing relationships to ensure consistent quality and packaging.

Product overview

Total Berry Packing bv operates as part of the ASF Group, a multi-company structure that has been active for over 25 years in packaging and supplying soft fruits across Europe. The group consists of three distinct brands: ASF Holland bv (soft fruits and more), Moorberries bv (specializing in blueberries), and Total Berry Packing bv (packing services). Total Berry Packing provides the packaging capability that enables the group to offer integrated soft fruit supply solutions, with its own packing station allowing quick responsiveness to customer requirements.

Differentiator

Problem solved

Functional benefit

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 PartnerTotal Berry Packing is a member of Dole Plc through its parent company ASF Group membership. Dole Plc is a global leader in fresh produce, providing strategic backing and brand association for the ASF Group's soft fruit operations across Europe.

Scale indicators1 record

Recent moves3 records

Expansion highlights3 records

Direct peers

• Hortifrut: Global berry producer and distributor with operations in the Americas, Europe, Africa, and Asia. Comparable to Total Berry Packing as a vertically integrated berry packer and supplier serving retail and wholesale channels.
• Driscoll's: Global market leader in berries (strawberries, blueberries, raspberries, blackberries), operating breeding, growing, and packing operations. Comparable as a vertically integrated berry supplier serving retail and wholesale customers worldwide.
• BerryWorld Group: European berry specialist supplying blueberries, raspberries, strawberries, and blackberries to retailers across the UK and Europe. Comparable as a soft fruit packer and supplier focused on retail programs in the same geographic market.
• Moorberries BV: Sister company within the ASF Group specializing in blueberries. Directly comparable as part of the same integrated Dutch soft fruit supply platform, sharing growers, customers, and commercial infrastructure.
• North Bay Produce: Grower-owned cooperative packing and marketing blueberries, strawberries, and other fruits for global retail and wholesale customers. Comparable to Total Berry Packing as a berry-focused packing and distribution operation serving international retail programs.
• ASF Holland BV: Sister company within the ASF Group focused on soft fruits. Directly comparable because it operates in the same Dutch soft fruit supply chain, serves the same European retail and wholesale customers, and shares growers with Total Berry Packing.

Broad incumbents

• Greenyard: Large European fresh, frozen, and prepared produce company with extensive packing and distribution operations across the continent. Comparable as a broad incumbent offering overlapping fresh produce packing and supply services to European retail and foodservice.
• Dole plc: Global fresh produce leader and the strategic affiliate of ASF Group / Total Berry Packing. Comparable as the parent-tier partner providing strategic backing and a global fresh produce platform in which Total Berry Packing participates.

Regional players

• Nature's Pride: Dutch fresh produce company specializing in exotics, soft fruits, and other fresh categories supplied to European retailers. Comparable as a Dutch-headquartered packer and distributor serving the same European retail and wholesale segments.
• Special Fruit: Belgian fresh fruit specialist supplying exotic and soft fruits to European retail, foodservice, and wholesale customers. Comparable as a European fresh fruit packhouse and supplier with overlapping customer base and product categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/total-berry-packing-bv

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 Total Berry Packing