Fresh Produce Centre
Fresh Produce Centre (GroentenFruit Huis) is a Dutch trade association founded in 2014 in Zoetermeer that represents fruit and vegetable wholesale and growing companies, providing collective labor agreement negotiation, market intelligence, sector advocacy, and member services.
- Company typePrivate
- Founded2014
- HeadquartersZoetermeer, Netherlands
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Fresh Produce Centre does
Fresh Produce Centre, operating under the legal name GroentenFruit Huis, is a Dutch sector trade association (vereniging met volledige rechtsbevoegdheid) founded in 2014 and headquartered in Zoetermeer, Netherlands. It represents companies in the Dutch fruit and vegetable wholesale and growing sector, serving as their collective voice on labor relations, market intelligence, food safety, sustainability, public affairs, and sector-level digitalization. The organization does not sell commercial products; instead, it provides membership-based services through a secure member portal, formal committees, business councils, and networking groups.
The association's core activities include negotiating collective labor agreements (CAO) for the Wholesale in Groenten en Fruit sector with trade unions FNV Handel, CNV, and RMU Werknemers; co-publishing annual apple and pear harvest forecasts with the Nederlandse Fruittelers Organisatie (NFO) through a joint estimation working group; producing sector data and factsheets (e.g., Dutch cherry sector analytics); and hosting annual events including the GroentenFruit Huis Impact Award. Its strategic ambitions are organized around five pillars: Health, Sustainability, Market and Economy, Social matters, and Food Safety. The organization maintains a crisis reporting service for members and operates trilingual web properties in Dutch, English, and German.
The business model is membership dues-based, with no publicly disclosed pricing or revenue figures. Member companies apply through the association's secure portal at dashboard.groentenfruithuis.nl and gain access to CAO coverage, market information, networking structures, public affairs representation, and event participation. The association employs between 11 and 50 staff and is governed by its member companies rather than external shareholders, consistent with the Dutch vereniging structure. No parent company, subsidiaries, funding rounds, M&A activity, or proprietary technology stack are disclosed.
Fresh Produce Centre firmographics
Firmographics- Name
- Fresh Produce Centre
- Legal name
- GroentenFruit Huis
- Website
- https://groentenfruithuis.nl
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Fresh Produce Centre (GroentenFruit Huis) is a Dutch trade association founded in 2014 in Zoetermeer that represents fruit and vegetable wholesale and growing companies, providing collective labor agreement negotiation, market intelligence, sector advocacy, and member services.
- Ownership category
- akta.pro rank
Fresh Produce Centre industry classification
Industry- Product category
- Trade Association Services
- NAICS
- Fruit and Vegetable Retailers (445230), Fresh Fruit and Vegetable Merchant Wholesalers (42448), Other Specialty Food Retailers (44529)
- SIC
- Retail-Food Stores (5400), Retail-Grocery Stores (5411), Wholesale-Groceries, General Line (5141)
- akta.pro primary industry
- Produce Markets & Greengrocers (CRAHAHAA)
Keywords
Where Fresh Produce Centre is headquartered
LocationHeadquarters
- HQ city
- Zoetermeer
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Fresh Produce Centre business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Distribution channels1 record
Marketing channels3 records
Fresh Produce Centre product offering
Product offeringCore offering
GroentenFruit Huis (Fresh Produce Centre) is a Dutch trade association that represents fruit and vegetable trading, growing, and wholesale companies. It provides sector representation, collective labor agreement negotiations, market intelligence and harvest forecasts, crisis reporting, public affairs advocacy, networking committees, and annual industry events and awards to its member companies.
Product overview
Fresh Produce Centre (GroentenFruit Huis) is a Dutch trade association (vereniging) for the vegetable and fruit sector, not a product or technology company. It provides member services including market information, networking groups, public affairs representation, and industry events. The organization focuses on ambitions related to health, sustainability, market and economy, social matters, and food safety in the Dutch produce industry.
Differentiator
Problem solved
Functional benefit
Products and services
- Collective Labor Agreement (cao) for Groothandel in Groenten en Fruit Negotiation and administration of the collective labor agreement covering employees of member companies in the Dutch wholesale fruit and vegetable sector. Provided to member companies and their employees as part of association membership.
- Annual Dutch Apple and Pear Harvest Forecast Industry benchmark harvest forecast for Dutch apple and pear production, developed through the joint harvest estimation working group with NFO. Made available to member companies and the broader sector as market intelligence.
- Member Portal Access (dashboard.groentenfruithuis.nl) Secure online portal through which member companies apply for membership, log in, and access exclusive association services, collective agreement documents, and member-only information.
- GroentenFruit Huis Impact Award Annual recognition award presented to a member company or individual who has made an exceptional contribution to the Dutch fruit and vegetable sector, conferred at the association's yearly event.
- Crisis Reporting Service (Crisis meldpunt) Reporting and coordination service for member companies to flag and respond to crises affecting the Dutch fruit and vegetable sector, accessed via the crisis meldpunt on the association website.
- Sector Networking and Committees Structured member engagement through committees, business councils, network groups, network clubs, and external representation roles, enabling member companies to participate in sector governance and knowledge exchange.
Quantifiable outcome
- 2026 apple harvest: 195 million kg (18% lower than 2025); 2026 pear harvest: 393 million kg (10% higher than 2025)
- +2 more outcomes
Companies that use Fresh Produce Centre
Customer profileSegments1 record
Ideal customer profiles1 record
Fresh Produce Centre technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Fresh Produce Centre partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- Nederlandse Fruittelers Organisatie (NFO)coreJoint harvest estimation collaboration for Dutch fruit sector. GroentenFruit Huis and NFO work together through the harvest estimation working group to provide annual apple and pear harvest forecasts, which are industry benchmarks for the sector.
- FNV HandelcoreTrade union representing workers in the wholesale sector. Social partner in collective labor agreement (cao) negotiations for the Groothandel in Groenten en Fruit (Wholesale in Fruits and Vegetables), effective July 2026 to June 2027.
- CNVcoreTrade union participating in collective labor agreement negotiations as social partner representing wholesale sector employees.
- RMU WerknemerscoreTrade union participating in collective labor agreement negotiations as social partner representing wholesale sector employees.
Scale indicators8 records
Recent moves5 records
Expansion highlights4 records
Fresh Produce Centre competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key highlights5 records
Customer concentration
Fresh Produce Centre social profiles
Digital presenceFresh Produce Centre financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fresh Produce Centre leadership team
Management profileNumber of profiles
Fresh Produce Centre funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fresh Produce Centre M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fresh Produce Centre
What does Fresh Produce Centre do?
GroentenFruit Huis (Fresh Produce Centre) is a Dutch trade association that represents fruit and vegetable trading, growing, and wholesale companies. It provides sector representation, collective labor agreement negotiations, market intelligence and harvest forecasts, crisis reporting, public affairs advocacy, networking committees, and annual industry events and awards to its member companies.
Is Fresh Produce Centre a public or private company?
Fresh Produce Centre is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Fresh Produce Centre founded?
Fresh Produce Centre was founded in 2014. It employs 11 to 50 people.
Where is Fresh Produce Centre based?
Fresh Produce Centre is headquartered in Zoetermeer, Netherlands, in the Europe region.
Does Fresh Produce Centre have an API?
No public API is recorded for Fresh Produce Centre.
What industry is Fresh Produce Centre in?
Fresh Produce Centre's product category is Trade Association Services. Its primary akta.pro industry code is CRAHAHAA, Produce Markets & Greengrocers. Its NAICS code is 445230 and its SIC code is 5400.