Aartsen Holding B.v.

What Aartsen Holding B.v. does

Aartsen Holding B.V. is a privately held, fourth-generation family business founded in 1907 in Breda, Netherlands, that operates as an international gateway for fresh fruit and vegetables. It imports produce from 800+ growers across more than 50 origin countries and distributes to 1,250+ weekly customers in the Benelux (Netherlands, Belgium, Luxembourg, Northern France, and Germany's Ruhr area) and to buyers across 15+ Asian countries served from Hong Kong and, since 2025, Mumbai. The business runs five owned facilities — Breda (HQ), Venlo, Sint-Katelijne-Waver (including a new 10,000 m² warehouse opened at end of May 2025), Hong Kong, and Mumbai — and sells through account managers, telephone/WhatsApp, Cash and Carry stores in Benelux, and an Asian distribution network.

The product and service stack combines a portfolio of 14 registered private-label brands (Capito for grapes, Yami for carambola, Frezz for lemons, Grandezza for mango, Hollands Glorie for paksoi, UNO for mandarins, Icon USA for mineola, Tooty for potatoes, plus Smile, Dots, Greenz, Mamba, Okuku, and NB10), A-brand representation services, and the 'Nonstopfresh' quality label. Operational technology includes an ERP system for order and inventory management, modern warehouse operations, dedicated QC and QA functions, and an Azure Cloud Data Analytics platform supporting KPIs and forecasting. Quality and trade credibility is anchored by a dense certification stack: IFS Logistics, IFS Broker, GLOBALG.A.P. Chain of Custody, Organic/Bio, ACS, and AEO across the Benelux facilities.

Revenue is generated through product margins on international produce trade, branded private-label sales, and commission/margin-based A-brand representation; pricing is wholesale B2B and quote-based, not publicly disclosed. The customer base spans wholesalers and exporters, food-processing companies, market vendors, horeca (hotels, restaurants, catering), e-commerce operators, and retailers across 1st–3rd tier Asian cities. Leadership comprises CEO Jack Aartsen, COO Jasper van der Sandt, CFO Marcel Hendriks, and CCO Menno van Breemen. The company is currently investing in capacity (Belgium), geography (India), and analytics infrastructure, while remaining entirely family-owned with no public listing or external institutional capital disclosed.

Name

Aartsen Holding B.v.

Legal name

Aartsen Group B.V.

Website

https://aartsen.com

Company type

Private

Founded year

1907

Operating status

Operating

Short description

Aartsen Holding B.V. is a privately held, fourth-generation Dutch family business (est. 1907) that imports fresh fruit and vegetables from 800+ growers worldwide and distributes them to 1,250+ weekly customers across Benelux and 15+ Asian countries via a five-office gateway spanning Breda, Venlo, Sint-Katelijne-Waver, Hong Kong, and Mumbai.

Ownership category

akta.pro rank

Product category

Fresh Produce Distribution

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (424480), Fresh Fruit and Vegetable Merchant Wholesalers (42448)

SIC

Wholesale-Groceries & Related Products (5140), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Specialty & Gourmet Foods Distribution (CRAOABAF)

akta.pro secondary industries

Import / Export Produce Wholesale (Cross-Border Trading) (AFAIACAH), Ethnic & International Foods Distribution (CRAOABAG)

Keywords

• Fresh produce distribution
• Fruit and vegetable import
• Private label produce
• Cold chain logistics
• Wholesale fresh produce

Headquarters

HQ city

Breda

HQ country

Netherlands

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Fresh Produce Trading: Core business model: importing fresh fruit and vegetables from growers worldwide and distributing to customers across Benelux and Asia. Revenue generated through product margins on international produce trade.
2. Private Label Products: Development and marketing of proprietary brands including Capito (grapes), Yami (carambola), Frezz (citrons), NB10, Smile (green beans), Grandezza (mango), Hollands Glorie (paksoi), Dots (spring onions), UNO (mandarins), Icon USA (mineola), Mamba (beans), Okuku, Greenz (radish), Tooty (potatoes). Revenue through branded produce sales.
3. Brand Representation Services: Acting as exclusive representative for A-brands in Benelux and Asian markets. Commission or margin-based revenue from brand representation activities.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Aartsen Holding B.V. imports fresh fruit and vegetables from 800+ growers across 50+ countries and distributes them to wholesale, export, processing, hospitality, retail and e-commerce customers across the Benelux and 15+ Asian countries. The company operates physical Cash and Carry locations, direct B2B account-manager sales, and telephone/WhatsApp ordering, supported by a portfolio of proprietary private-label brands (including Capito grapes, Yami carambola, Frezz lemons, Smile green beans, Grandezza mangoes, UNO mandarins and others) and exclusive A-brand representation in its served markets.

Product overview

Aartsen is an international fresh fruit and vegetable company operating as the gateway for produce between growers worldwide and customers in Benelux and Asia. The company offers a diverse portfolio of branded products including Capito (grapes), Yami (carambola), Frezz (lemons), Smile (green beans), Grandezza (mango), Hollands Glorie (paksoi), Dots (spring onions), UNO (mandarins), Icon USA (mineola), Mamba (beans), Okuku, Greenz (radish), Tooty (potatoes), and NB10. Beyond these proprietary brands, Aartsen manages Private Labels for customers and represents A-brands in their markets. The company sources from over 800 growers globally and distributes to more than 1,250 customers weekly across Benelux and 15+ countries in Asia. Their 'Nonstopfresh' quality label underpins their service commitment.

Differentiator

Problem solved

Functional benefit

Brands

• Nonstopfresh: The company's quality label representing their promise of delivering the highest quality and service 24 hours a day, 7 days a week.

Products and services

• Private Labels portfolio (Capito, Yami, Frezz, NB10, Smile, Grandezza, Hollands Glorie, Dots, UNO, Icon USA, Mamba, Okuku, Greenz, Tooty) House-brand fresh produce portfolio developed by Aartsen for wholesale, retail and hospitality buyers, featuring 14 brands with strong origin connections and dedicated branding, presentation and marketing support. Brands include Capito (grapes), Yami (carambola), Frezz (citrus/lemons), Smile (green beans), Grandezza (mango), Hollands Glorie (paksoi), Dots (spring onions), UNO (mandarins), Icon USA (mineola), Mamba (beans), Greenz (radish), Tooty (potatoes), Okuku and NB10.
• International Fresh Fruit and Vegetable Import and Distribution End-to-end import and distribution of fresh fruit and vegetables from 800+ growers in 50+ countries to wholesalers, exporters, food processors, market vendors, hospitality operators, e-commerce sellers and retailers in the Benelux and 15+ Asian countries. Operated from three Benelux facilities (Breda, Venlo, Sint-Katelijne-Waver) plus Asian hubs in Hong Kong and Mumbai, with 24/7 quality assurance under the Nonstopfresh label.
• A-Brands Representation in Benelux and Asia Exclusive representation service for leading A-brands in fresh produce, providing market entry, sales, and distribution support for brands expanding into Benelux and Asian markets through Aartsen's distribution gateway and customer relationships.

Quantifiable outcome

• 1250+ customers served weekly in Benelux
• +2 more outcomes

Named customers9 records

Segments6 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

Four partnerships are on record, tiered minor.

• Aartsen Kids FoundationminorOthers · 1 January 2007CSR initiative established in 2007 during Aartsen's 100-year anniversary. Foundation supports children through projects including 'Stoere Traktaties' (healthy eating education), children's parties, December gifts, and fulfilling children's wishes. Focuses on children aged 0-17 in Benelux. Run by dedicated coordinator Isa Naaijkens.
• RIVM / Gezonde School (Healthy School Program)minorStrategic or Co-development Partner'Stoere Traktaties' educational program is recognized as an official intervention by RIVM's Healthy School quality program. Schools participating in the program can work toward obtaining the 'Gezonde School' vignette.
• Centrum voor Jeugd en Gezin (CJG) / Child and Family CenterminorStrategic or Co-development PartnerPartnership with CJG for 'Kinderfeestjes' project to reach children who may not otherwise have birthday celebrations. CJG and similar social work organizations identify and refer eligible children.
• Instituut voor Maatschappelijk Werk (IMW) / Social Work InstituteminorStrategic or Co-development PartnerPartnership with IMW for 'Kinderfeestjes', 'December Cadeautjes', and 'Vervul een Kinderwens' projects. Social work organizations identify and refer eligible children for support.

Scale indicators8 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Greenyard: Belgian-headquartered global fresh, frozen, and prepared fruit and vegetable supplier with extensive Benelux and international operations. Directly comparable as a multi-country fresh produce distributor with grower sourcing networks and private label capabilities serving retailers, food service, and processors.
• Staay Food Group: Dutch family-owned international fresh produce grower, packer, and distributor with operations across Europe and beyond. Comparable as a privately held Benelux-rooted fresh produce trading and distribution business serving retail and food service.
• The Greenery: Dutch fresh produce cooperative supplying retailers across Europe with full-service category management, packaging, and logistics. Comparable as a major Benelux-based fresh produce supplier working with growers and serving large retail accounts.
• Nature's Pride: Netherlands-based specialist importer and distributor of exotic and off-season fresh fruit and vegetables, serving European retailers and wholesalers. Highly comparable as a Dutch-headquartered fresh produce gateway with grower partnerships in Latin America, Africa, and Asia.
• Special Fruit: Belgian fresh produce specialist focused on exotic fruits and vegetables for European retail and food service. Comparable as a Benelux-headquartered specialty/exotic fresh produce distributor with grower relationships in tropical origins.

Broad incumbents

• Bonduelle: French-headquartered global leader in processed and fresh vegetables with operations across Europe, North America, and Asia. Comparable as a large-scale fresh and processed vegetable company with grower sourcing and branded product portfolios.
• Fyffes: Irish-headquartered international fresh produce company specializing in bananas, pineapples, and melons with global sourcing and European distribution. Comparable as a European-rooted international fresh produce trader with grower networks in tropical origins.
• Del Monte Fresh Produce: US-headquartered multinational producer, distributor, and marketer of fresh fruit and vegetables globally. Comparable as a global fresh produce gateway with vertically integrated sourcing and distribution to retail and food service in Europe and Asia.
• Total Produce (now part of Dole plc): Large multinational fresh produce producer and distributor formed from the merger of Ireland's Total Produce with Dole. Comparable as a global fresh produce platform with sourcing, ripening, and distribution across Europe and Asia, though materially larger and more diversified than Aartsen.

Emerging players

• North Bay Produce: US-based cooperative-style international fresh produce grower-marketer distributing berries, apples, and other fruits globally. Comparable as an international fresh produce distributor focused on retail and food service, though smaller and more grower-aligned than Aartsen.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/aartsenfruit
• LinkedInlinkedin.com/company/aartsenfruit-holding-b-v-
• Instagraminstagram.com/aartsen_

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Aartsen Holding B.v.