Mooij Amsterdam

What Mooij Amsterdam does

De Mooij Amsterdam (legal name "De Mooij Amsterdam") is a privately held, family-owned Dutch wholesaler and importer/exporter of fresh fruits and vegetables, founded in 1949 and operating under a multi-divisional structure across three Netherlands sites: Wholesale Amsterdam at Food Center Amsterdam, Export Department in Poeldijk (Westland), and Gemotra Logistics in Oegstgeest. The wholesale division runs six days per week, supplying catering suppliers, retailers, vegetable specialty stores, and food service specialists via on-site purchase, online/phone ordering, and same-day arranged delivery. The export division ships Dutch and imported produce worldwide with mixed-pallet configurations and full export-documentation handling, while Gemotra Logistics provides conditioned (cold-chain) transport for fresh produce, flowers, meat and dairy across the Netherlands and Northern France, including Rungis near Paris, and is available as a third-party service.

The firm owns four registered product brands — Fino Fresco (Italian vegetable specialties such as fennel, radicchio, rocket, Red Chard, Bull's Blood, Tat Soi), Fresco del Sol (Spanish lettuce varieties), Classiq (Dutch homegrown produce), and Savannah (ex-Europe imports by air from Africa and South America, including snow peas, sugar snaps, haricots verts, garden peas and tree-ripened mangoes) — and distributes established third-party labels including Turbana, Blue Whale, Pink Lady, Eat me!, Zespri and Beekers berries. The Poeldijk loading center operates under ISO certification, supporting import/export quality control.

Commercially, Mooij operates a B2B enterprise field-sales motion with quote-based pricing (price-list requests routed to a dedicated email) and three revenue streams: domestic wholesale produce sales (Amsterdam), international export/import trading, and managed-services logistics via Gemotra. The underlying technology stack is modest — cloud-based operational software plus Power BI dashboards used internally for availability and freshness optimization — with no public APIs, no AI/ML products, and no mobile app. The company is privately held with no external investors or parent company identified, and growth is driven operationally rather than via capital raises or M&A.

Name

Mooij Amsterdam

Legal name

De Mooij Amsterdam

Website

https://mooijamsterdam.nl

Company type

Private

Founded year

1949

Operating status

Operating

Headcount range

1–10 employees

Short description

De Mooij Amsterdam is a Dutch family-owned wholesaler and importer/exporter of fresh fruits and vegetables, operating three divisions — wholesale at Food Center Amsterdam, export from Poeldijk, and Gemotra conditioned-transport logistics — serving B2B catering, retail and wholesale customers across the Netherlands, Northern France and worldwide export markets.

Ownership category

akta.pro rank

Product category

Fresh Produce Wholesale and Distribution

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (424480)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Fresh Produce Wholesale (Fruit & Vegetables) (AFAIABAE)

akta.pro secondary industries

Organic & Natural Foods Import/Export & Global Trading (AFAIAJAK), Terminal Market / Produce Market Wholesalers (AFAIACAK)

Keywords

• Fresh produce wholesale
• Fruit vegetable distribution
• Conditioned cold chain transport
• Import export trading
• Food service supply

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Fruit & Vegetable Sales: B2B wholesale of fresh fruits and vegetables to Dutch market buyers, catering suppliers, retailers, and specialty stores. Six days per week operations with on-site purchase or delivery options.
2. Export/Import Trading: International trade of Dutch and imported fruit and vegetable products to wholesalers, food service and retailers worldwide. Services include mixed pallets to complete shipments, handling export documentation.
3. Logistics Services (Gemotra): Conditioned transport services for fresh products including produce, flowers, meat, and dairy. Available for both groupage and complete loads. Services available for third parties in addition to internal use.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

De Mooij Amsterdam is a wholesaler and importer/exporter of a complete range of fresh fruits and vegetables, operating three divisions: an Amsterdam-based wholesale counter at Food Center Amsterdam, a Poeldijk-based export department shipping Dutch and imported produce worldwide, and Gemotra Logistics providing conditioned cold-chain transport within the Netherlands and Northern France. The company supplies catering suppliers, retailers, vegetable specialty stores, food service specialists, and wholesale/trading partners, and sells under proprietary brands Fino Fresco (Italian specialties), Fresco del Sol (Spanish lettuce), Classiq (Dutch-grown), and Savannah (ex-European imports).

Product overview

De Mooij Amsterdam is a fresh produce wholesaler and importer/exporter operating three specialized divisions: Wholesale Amsterdam (retail and catering supply), Export Department (international distribution), and Gemotra Logistics (conditioned transport). The company offers its own brands (Fino Fresco for Italian specialties, Fresco del Sol for Spanish produce, Classiq for Dutch products, and Savannah for international imports) while also distributing well-known brands including Turbana, Blue Whale, Pink Lady, Eat me!, Zespri, and Beekers berries.

Differentiator

Problem solved

Functional benefit

Brands

• Fino Fresco: Brand for Italian vegetable specialities including lettuces such as fennel, radicchio, rocket, Red Chard, Bull's Blood and Tat Soi. Popular with catering suppliers, greengrocers, and retailers in the higher segment.
• Fresco del Sol
• Classiq
• Savannah

Products and services

• Wholesale Amsterdam Wholesale division operating six days a week from Food Center Amsterdam, offering a wide selection of fresh fruits and vegetables for immediate on-site purchase or arranged delivery to Dutch fresh buyers including catering suppliers, retailers, and specialty stores.
• Export Department Export division based in Poeldijk supplying Dutch and imported fresh products worldwide to wholesalers, food service operators and retailers, with services ranging from mixed pallets to complete shipments and including handling of export documentation.
• Gemotra Logistics Conditioned transport service headquartered in Oegstgeest, specializing in fresh products, flowers, meat and dairy, operating daily within the Netherlands and to/from Northern France including the Rungis wholesale center near Paris. Available for both groupage and complete loads and offered as a third-party transport service.
• Fino Fresco (own brand) Own brand of Italian vegetable specialties including lettuces such as fennel, radicchio, rocket, Red Chard, Bull's Blood and Tat Soi, marketed to catering suppliers, greengrocers, and retailers in the higher segment.
• Fresco del Sol (own brand) Own brand of Spanish produce featuring lettuce varieties including Little Gem, Yellow Frisée and Romaine lettuce, sourced directly from Spanish growers.
• Classiq (own brand) Own Dutch quality brand representing a wide range of homegrown products cultivated by a network of Dutch growers meeting the highest quality standards, for the hospitality industry and consumers.
• Savannah (own brand) Own quality label representing fresh produce imported from continents outside Europe, including snow peas, sugar snaps, haricots verts, garden peas, and tree-ripened mangoes air-freighted from certified growers in Africa and South America.

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Logistics Partner (Poeldijk)coreOthersLogistics partner in Poeldijk handling loading, order picking, and quality control for import/export activities. Center is ISO certified for handling fresh produce operations.
• Independent Transport Companies NetworkminorOthersPermanent network of independent transport companies for destinations outside Netherlands and Northern France.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Greenyard: Belgian-headquartered global market leader in fresh, frozen, and prepared fruits and vegetables, with integrated grower relationships, private label, and logistics. Directly comparable to Mooij across fresh produce wholesale, import/export, and long-term grower sourcing.
• Special Fruit: Belgian specialist importer/wholesaler of exotic fruits and vegetables. Comparable to Mooij's Savannah and Fino Fresco brands in terms of specialty produce import, ripening, and supply to European retailers and food service.
• The Greenery: Dutch cooperative of fresh produce growers supplying retailers and food service across Europe. Closely comparable to Mooij on wholesale fresh fruit and vegetable distribution, Dutch grower network integration, and food service/retail customer base.
• Nature's Pride: Dutch importer and distributor of exotic and off-season fresh fruits and vegetables, with a focus on ready-to-ripen and specialty produce. Closely comparable to Mooij on import lines, specialty produce sourcing, and European B2B distribution.
• Cool Fresh International: Dutch fresh produce importer/exporter with ripening and distribution capabilities. Comparable to Mooij on fresh produce import/export to European retailers and food service customers, with similar scale and operating model.
• Staay Food Group: Dutch family-owned fresh produce grower, packer, and exporter with operations across Europe. Comparable to Mooij on family-owned heritage, integrated grower-to-customer model, and European fresh produce wholesale.
• Bakker Barendrecht: Dutch fresh fruit and vegetable supplier to Albert Heijn and other retail banners. Comparable to Mooij in B2B wholesale of fresh produce with strong cold-chain logistics and direct grower sourcing in the Netherlands.

Broad incumbents

• Total Produce (now Dole plc): Global fresh produce giant with extensive wholesale, import/export, and ripening/distribution operations across Europe. Comparable to Mooij on cross-border produce trading and wholesale, but at significantly larger scale and broader geographic footprint.

Emerging players

• Total Exotics: Specialist Dutch importer/wholesaler of exotic fruits. Comparable to Mooij's Savannah brand on specialty/exotic produce import and supply to European retail and food service.

Regional players

• Fonki BV: Dutch fresh produce wholesaler operating from the same Food Center Amsterdam terminal market as Mooij. Closely comparable on Dutch wholesale distribution, terminal market operations, and catering/retail customer segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MooijAmsterdambv
• LinkedInlinkedin.com/company/mooij-amsterdam
• Instagraminstagram.com/mooijamsterdam

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Mooij Amsterdam