Fresh Produce Centre

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.

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

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

• Trade association services
• Collective labor agreements
• Industry sector representation
• Produce market intelligence
• Public affairs advocacy

Headquarters

HQ city

Zoetermeer

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Distribution channels1 record

Marketing channels3 records

Core 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

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

Four partnerships are on record, tiered core.

• Nederlandse Fruittelers Organisatie (NFO)coreStrategic or Co-development PartnerJoint 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 HandelcoreOthersTrade 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.
• CNVcoreOthersTrade union participating in collective labor agreement negotiations as social partner representing wholesale sector employees.
• RMU WerknemerscoreOthersTrade union participating in collective labor agreement negotiations as social partner representing wholesale sector employees.

Scale indicators8 records

Recent moves5 records

Expansion highlights4 records

Market position

Competitive moat5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/groentenfruit-huis

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 Fresh Produce Centre