Product Offerings
Product Categories:
fruits and vegetables, Fruits, Organic Products
Products:
Fresh Fruits, Fresh Vegetables
Product Gallery:
Collective pavilion of the Netherlands
Holland Fresh Group is a Netherlands-based non-profit organization dedicated to promoting the Dutch fresh produce sector on a global scale. Acting as a central organizer of collective Dutch pavilions at international trade fairs, the organization facilitates exposure, collaboration, and commercial success for its members in key global markets. Holland Fresh Group's mission is to enhance the visibility and competitive edge of Dutch companies in the fruit and vegetable supply chain.
Core Business and Activities
Holland Fresh Group specializes in organizing, coordinating, and managing collective exhibition spaces at major international trade shows related to fruits, vegetables, and horticulture. Their services are primarily targeted at Dutch exporters, growers, suppliers, and service providers looking to expand into or strengthen their position in international markets. The organization ensures a unified national presence under the recognizable “Holland Pavilion” branding, which emphasizes innovation, quality, and sustainability in Dutch agriculture.
Their participation spans across globally renowned trade fairs such as:
- Fruit Logistica (Berlin, Germany)
- Asia Fruit Logistica (Hong Kong/Bangkok)
- WorldFood (Moscow, Russia)
- Macfrut (Italy)
Through these events, Holland Fresh Group enables Dutch companies to tap into a global buyer network and forge international partnerships.
Specialisation and USP
The organization’s key strength lies in its capacity to:
- Create a cost-efficient and highly visible platform for Dutch companies.
- Provide turnkey solutions including booth design, logistics, marketing, and administrative support.
- Maintain a consistent, premium “Holland branding” that highlights national innovation in food safety, sustainability, and production efficiency.
- Foster collaborative synergies by grouping complementary companies under a unified pavilion.
Financial Strength and Operations
As a foundation, Holland Fresh Group does not operate for profit. Instead, it reinvests its funds into improving services and expanding the international presence of its members. The organization is funded through contributions from participating companies and potentially through government-backed export promotion programs.
While specific revenue figures are not published, the consistent and recurring presence at multiple international events each year, as well as the high rate of returning participants, points to financial stability and operational reliability.
International Presence and Shipment Support
Though Holland Fresh Group itself is not an exporter, it plays a pivotal role in enabling Dutch exporters to access international markets. The organization has facilitated the presence of over 200 Dutch companies in trade shows globally over the past 5 years. These companies collectively represent billions of euros in export value for the Dutch fresh produce sector.
According to data from international trade show organizers and participation records:
- At Fruit Logistica 2024, over 50 Dutch companies exhibited under the Holland Pavilion.
- The Netherlands exported over €12 billion worth of fruits and vegetables in 2023, a significant portion of which was represented by companies associated with Holland Fresh Group at global expos.
Target Market
Holland Fresh Group caters to:
- Exporters and suppliers of fresh produce
- Grower associations and cooperatives
- Packaging and logistics service providers
- Agricultural technology companies
- Trade promotion organizations
Their pavilions attract buyers, importers, distributors, and retail chains from across Europe, Asia, the Middle East, and Latin America.
Capabilities
- Full-scale pavilion management
- Strategic international event planning
- Branding and marketing coordination
- Matchmaking support between Dutch companies and international buyers
- Booth construction, layout, and shared services provisioning
Certifications and Compliance
As an organizing foundation operating within the EU, Holland Fresh Group complies with:
- European Union regulatory standards for trade and exhibitions
- Dutch Chamber of Commerce registration as a non-profit organization
- Government-backed international trade promotion policies
Customer Testimonials
At Fruit Logistica, several participating companies praised the group’s support:
“Holland Fresh Group makes it incredibly easy for us to participate in international expos. We focus on business; they handle everything else.”
— Participant, Fruit Logistica 2023
“The Holland Pavilion draws more foot traffic and international attention than we could achieve on our own.”
— Export Manager, Dutch Vegetable Growers Cooperative
Major Achievements
- Successfully organized Dutch pavilions in over 10 countries in the past decade
- Provided a launch platform for more than 500 Dutch agri-food exporters
- Recognized by international exhibition bodies for excellence in pavilion coordination
- Maintains strong working relationships with embassies, trade attachés, and agricultural export councils
Holland Fresh Group plays a critical role in advancing the global reach of the Netherlands’ fresh produce industry. Through strategic international visibility and seamless trade show execution, the organization has helped position the Dutch horticultural sector among the most respected and innovative in the world.