AGF Direct

What AGF Direct does

AGF Direct B.V. is a privately held Dutch produce intermediary founded in 2015 and headquartered in Zwaagdijk, Netherlands. The company operates as a B2B broker connecting a curated base of fixed fruit and vegetable growers (telers) in the Netherlands with buyers in the Benelux market. Its product assortment spans approximately 25 fresh produce categories including broccoli, cauliflower, chicory, celery, squash, lettuce, kale, cabbage varieties, carrots, beets, and herbs, supplemented by a cultivation cooperation in Spain's Marismas region to extend seasonal availability.

The company holds four industry certifications relevant to its broker operations: IFS Broker (food safety and quality, valid to June 2027), BIO SKAL (organic handling, valid to January 2027), Global GAP Chain of Custody (traceability, valid to March 2027), and Planet Proof (sustainability, valid to January 2028). It also owns and operates the 'Growers Glory' private label brand, used to credential the quality of produce from selected Dutch cultivators. The organization is intentionally compact at 9-10 staff covering purchasing, sales, quality control, logistics, and warehousing functions.

AGF Direct generates revenue through trading margins on produce transactions between its fixed suppliers and Benelux buyers, operating a sales-led GTM with no public pricing or digital platform. It maintains a professional website (in Dutch and English) and a LinkedIn presence as its primary marketing channels. The company explicitly positions itself as an independent intermediary without external ownership constraints, focusing on short communication lines, 24/7 market intelligence provision, and win-win outcomes for producers and buyers within the Benelux region.

Name

AGF Direct

Legal name

AGF Direct BV

Website

https://agfdirect.nl

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

AGF Direct B.V. is a Dutch B2B produce broker founded in 2015 that connects fixed Dutch fruit and vegetable growers with buyers across the Benelux market. The 9-10 person firm earns trading margins on ~25 fresh produce categories and operates the Growers Glory private label brand.

Ownership category

akta.pro rank

Product category

Fresh Produce Distribution

NAICS

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

SIC

Wholesale-Groceries, General Line (5141), Wholesale-Farm Product Raw Materials (5150)

akta.pro primary industry

Fresh Produce Distribution (CRAOABAB)

akta.pro secondary industries

Fresh Produce Wholesale (Fruit & Vegetables) (AFAIABAE), Fresh Vegetable Wholesale (AFAIACAB)

Keywords

• Fresh produce trading
• Fruit vegetable brokerage
• B2B produce distribution
• Fresh vegetables sourcing
• Produce supply chain

Headquarters

HQ city

Zwaagdijk

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Produce Trading and Distribution: AGF Direct acts as an intermediary between producers (telers) and buyers of fruits and vegetables. They facilitate the sale of AGF products from fixed suppliers to customers, generating revenue through trading margins or transaction fees on produce sales.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

AGF Direct B.V. trades and services fresh vegetables and fruits between professional growers (telers) and buyers in the Benelux market. Acting as an independent intermediary and service provider, the company works with a base of fixed Dutch cultivators (plus a cultivation cooperation in Spain for seasonal items such as cauliflower), curates the assortment, and matches supply to buyer demand. Core deliverables include the fresh AGF product assortment (broccoli, cauliflower, chicory, celery, squash, lettuce, kale, cabbage varieties, carrots, beets, herbs, and specialty produce) and the in-house Growers Glory private-label brand.

Product overview

AGF Direct operates as a produce broker and service provider, connecting fruit and vegetable growers with buyers in the Benelux market. Their offering consists of two main elements: a curated assortment of fresh produce sourced from fixed, vetted Dutch growers (including vegetables, herbs, and specialty items), and their proprietary private label brand 'Growers Glory' which allows growers to market recognized-quality products under a unified identity. The company also maintains cultivation partnerships in Spain for seasonal produce.

Differentiator

Problem solved

Functional benefit

Brands

• Growers Glory: The company's own brand introduced to recognize and market the quality of products from cultivators. Growers Glory is fully managed by AGF Direct to ensure quality standards are maintained. The brand represents pride in beautiful, healthy, Dutch products.

Products and services

• AGF Product Assortment Curated assortment of fresh vegetables and fruits (including broccoli, cauliflower, chicory, celery, squash, lettuce, kale, cabbage varieties, carrots, beets, herbs, and specialties) sourced from AGF Direct's fixed, vetted Dutch growers and from a cultivation cooperation in Spain (Marismas area) for out-of-season items such as cauliflower. Offered to professional buyers in the Benelux market as the core buyable product line.
• Growers Glory Private-Label Brand In-house private-label brand (Growers Glory) applied to selected AGF products, providing buyers with a recognizable identity for quality Dutch produce. The brand is fully managed by AGF Direct to maintain quality control and present one unified identity for proud, healthy Dutch-grown products.
• AGF Produce Brokerage Services Independent intermediary service connecting fixed Dutch (and seasonal Spanish) growers of fruits and vegetables with buyers in the Benelux. The service bundles 24/7 market intelligence, quality assurance, supply chain coordination, and certifications (IFS Broker, GlobalGAP CoC, BIO SKAL, Planet Proof) into a single B2B intermediary offering, with short direct lines between AGF Direct's sales/purchasing team and both growers and buyers.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Marismas (Spain Cultivation Cooperation)minorStrategic or Co-development PartnerAGF Direct has a cultivation cooperation with partners in Spain, specifically involving cauliflower production from the Marismas area. The partnership enables sourcing of products outside the Dutch growing season and expands the product portfolio with Spanish-grown produce.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Greenyard: Belgian-headquartered global market leader in fresh, frozen, and prepared fruit and vegetables, with deep Benelux roots. A vertically integrated incumbent that dwarfs AGF Direct in scale, product breadth, and customer reach.
• Total Produce (now Dole plc): One of the world's largest fresh produce companies with significant Benelux operations through its Total Produce division. A broad incumbent that competes with AGF Direct for retailer and foodservice contracts, but at vastly greater scale and global reach.

Direct peers

• Cool Fresh International: Dutch fresh produce trading and distribution company supplying fruit and vegetables across Europe. A direct peer in the Benelux produce trading market with similar B2B intermediary activity.
• Nature's Pride: Dutch-based specialist importer, ripener, and distributor of fresh fruit and vegetables, serving European retailers. A direct peer in fresh produce trading and distribution within the Benelux and broader European market.
• Bakker Barendrecht: Dutch fresh produce distributor and subsidiary of Greenyard, specializing in ripening, packing, and distribution of fruit and vegetables for Dutch supermarket chains. A direct competitor operating in the same Benelux market with a similar trader/distributor model.
• Staay Food Group: Dutch fresh produce company growing, packing, and distributing fruit and vegetables to European retail, foodservice, and wholesale customers. A direct peer operating a similar grower-to-buyer model with overlapping customer base in Benelux.
• The Greenery: Dutch fresh produce distributor owned by Coöperatie DOOR, supplying the full range of fruit and vegetables to Dutch and international retailers. A directly comparable Benelux produce distributor operating a similar grower-to-buyer model at much larger scale.
• Special Fruit: Belgian specialist importer and distributor of fresh fruit and vegetables focused on premium, exotic, and specialty produce. A direct peer in the Benelux market with a similar intermediary role between growers and retail/foodservice buyers.

Regional players

• Van Oers Fruit: Dutch fresh fruit and vegetable supplier focused primarily on the Dutch market, serving supermarkets and wholesalers. A regional peer operating a comparable grower-to-buyer model within the same Benelux geography.

Emerging players

• OTC Holland: Dutch fresh produce supplier specializing in sourcing and distributing Dutch greenhouse vegetables. A more focused, emerging-style peer in the same Benelux market segment as AGF Direct.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/agf-direct

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 AGF Direct