Smart Fruit Hub – Ready for the Future of Fresh

This month, FruitMasters opened the Smart Fruit Hub in Geldermalsen: an ultra-modern, sustainable, and efficient service center for fruit. Here, everything comes together – technology, quality, sustainability, and collaboration.

“At FruitMasters, everything revolves around growth – of fruit and of people,” says CEO Adriaan Vis.

One Place Where Everything Comes Together

The Smart Fruit Hub is designed to enable the freshest, safest, and most efficient route from grower to consumer. With 35,000 m² of new construction across two floors, 51 packing lines, a 23-meter-high automated high-bay warehouse, and fully automated transport, FruitMasters is taking fruit logistics to the next level.

Key Figures:

• 32 tons of sorting capacity per hour

• 500 storage bins in the high-bay warehouse

• 5 AGVs and 11 AMRs for unmanned transport

• Fully closed cold chain: constant temperature 2°C – 4°C

• 2,812 solar panels

• 497 m³ rainwater buffer capacity

The Most Sustainable Food Production Facility in the Netherlands

The Smart Fruit Hub is not just smart – it’s green too. With a BREEAM Outstanding score, FruitMasters officially ranks among the most sustainable food production companies in the Netherlands.

Sustainable choices are visible throughout:

• Energy from in-house solar panels

• Smart temperature management

• Reuse of residual flows

• Green logistics with electric vehicles

“We are building a vital ecosystem – for people, nature, and growers.”

Growth Happens Together

The Smart Fruit Hub is more than just technology. It’s also a new workplace for colleagues, growers, and partners. Through the ‘We Are Ready’ program, employees were gradually prepared for the new work environment. Collaboration was key throughout the entire project – from feedback sessions with growers to on-the-job training.

And with results: a smooth relocation, on schedule and within budget.

From Master Plan to Milestone

The first ideas for the Smart Fruit Hub emerged in 2021. Construction began in 2023. Since then, all sorting and packing lines have moved, and production is running at full speed. Since May 2025, the center has been fully operational.

Highlights from the Journey:

• 2,910 foundation piles

• 200 tons of steel

• 5,000 m³ of concrete

Futureproof and Flexible

With the Smart Fruit Hub, FruitMasters is ready for the future. For growth in volume, quality, and sustainability. The Smart Fruit Hub supports:

• Growers with reliable sales and strong conditions

• Customers with flexible deliveries and short lead times

• Employees with modern workspaces and opportunities for growth