Exhibiting at Asia Fruit Logistica 2025

FruitMasters, headquartered in Geldermalsen, Gelderland, Netherlands, is the country's largest fruit growers' cooperative and a key player in Europe's fresh fruit sector. With a legacy dating back to 1904, FruitMasters represents over 400 grower members and provides integrated services from cultivation to marketing, packaging, distribution, and brand development. The cooperative is at the forefront of sustainable fruit production, innovation, and consumer-focused branding in the EU market.

Core Business

FruitMasters operates as a vertically integrated fruit cooperative, providing its members and partners with services across the entire fruit value chain. This includes:

• Agronomic support and innovation
• Post-harvest services (grading, storage, and packing)
• Product development and breeding
• Domestic and international sales and marketing
• Brand management and logistics coordination

The cooperative offers both conventional and organic fruit options, supplying a wide network of retailers, wholesalers, and food processors across Europe and beyond.

Product and Service Offerings

• Fresh Fruit Categories

  • Apples: Kanzi®, Tessa®, Joly Red, Morgana®, Red Prince, Evelina
  • Pears: Conference, Migo®, Doyenné du Comice
  • Berries: Strawberries, Raspberries, Blueberries, Blackberries
  • Stone Fruit: Cherries, Plums
  • Grapes and Exotic Fruits
  • Industrial Fruit: Juicing and food processing varieties

• Value-Added Services

  • Tailor-made packaging solutions (punnet, flowpack, tray, clamshell, and sustainable options)
  • Ripening and shelf-life extension technologies
  • Cold storage and climate-controlled logistics
  • Private label supply for retail chains

• Export and Distribution

  • Sales channels in over 40 countries
  • Custom quality grading and certification for different market standards
  • E-commerce and B2B supply integration

Specialization and USP

FruitMasters is uniquely positioned as both a cooperative and a commercial powerhouse. Their key strengths include:

• Exclusive breeder rights and in-house cultivation of premium apple and pear varieties such as KANZI®, Migo®, Tessa®, and Morgana®
• Ownership of advanced packaging and distribution facilities that process over 100 million kilos of fruit annually
• Robust R&D and breeding programs in partnership with international institutions
• Full traceability and integrated IT systems from orchard to customer

Its USP is the combination of grower-owned governance with professional retail-driven execution, making it a trusted and agile partner for top-tier European retailers.

Financials

According to cooperative disclosures and Dutch agricultural industry reports:

• Annual revenue: Over €250 million
• Export share: 60% of total turnover
• Members: 400+ fruit growers, managing over 3,000 hectares of orchards
• Processing capacity: More than 120 million kg of fruit handled annually

FruitMasters consistently ranks among the Top 5 fruit exporters from the Netherlands by volume and value.

Shipment Data

As a leading exporter:

• Primary export markets include:
  • Germany, United Kingdom, Belgium, France, Scandinavia, Middle East, and Asia
• Key products shipped:
  • KANZI® and Joly Red apples, Migo® pears, fresh berries
• Volume:
  • Over 70,000 tons of apples exported in 2022
  • Pear exports exceeded 50,000 tons, primarily Conference and Migo® varieties
• Logistics:
  • Integrated cold chain with climate-controlled delivery
  • Retail-synchronized shipping schedules

All shipments comply with EU standards, GlobalG.A.P., and client-specific protocols including Tesco Nurture, BRC, and IFS.

Target Market

FruitMasters targets a wide range of clients:

• European retail chains (Aldi, Lidl, Carrefour, Coop, Tesco)
• Fresh produce wholesalers and distributors
• Food processing and juicing companies
• Private label partners
• Export buyers seeking Dutch premium varieties

The cooperative also engages in direct-to-consumer brand building through online campaigns and in-store promotions.

Capabilities

• State-of-the-art facilities in Geldermalsen with optical sorting, automated packing lines, and ripening chambers
• Year-round supply programs through controlled atmosphere (CA) storage
• Traceability systems ensuring orchard-to-shelf transparency
• Dedicated export teams fluent in multiple languages and market customs
• In-house marketing and innovation departments supporting brand rollout and customer activation

Certifications and Compliance

FruitMasters ensures all produce and processes meet international quality standards:

• GlobalG.A.P.
• BRCGS (British Retail Consortium Global Standards)
• IFS Food (International Featured Standards)
• GRASP and SMETA (ethical supply chain audits)
• Organic certification (SKAL) for certified orchards

Each grower is monitored for compliance, and continuous quality assurance is built into the production and packaging cycle.

Customer Testimonials

Retail partners across Europe highlight:

• Consistency in supply and quality
• Innovative branded offerings (KANZI®, Migo®, Tessa®)
• Transparent sustainability programs
• Reliable long-term partnerships and adaptability

End consumers rate KANZI® and Migo® among the top in sweetness, juiciness, and shelf life, as shown in independent consumer testing surveys.

Major Achievements

• First to launch KANZI® apples in Europe, now present in over 50 countries
• Developed Migo® pear, an award-winning variety for taste and zero drip
• Commissioned one of the largest fruit processing and packaging facilities in the Netherlands
• Led zero-residue pilot projects for chemical-free fruit production
• Recognized for sustainability leadership in Dutch agriculture by Fruit Logistica Innovation Awards

FruitMasters continues to shape the future of the European fruit industry by integrating grower expertise, brand innovation, and global market responsiveness under a cooperative, quality-first model.