FruitMasters opens ultra-modern Smart Fruit Hub
A new benchmark in efficient and sustainable fruit logistics.
Geldermalsen, 8 May 2025 – Today, FruitMasters officially opens the Smart Fruit Hub in Geldermalsen, marking a significant milestone in the 121-year history of the Netherlands’ largest fruit cooperative. This ultra-modern logistics and packaging centre is unique in Europe, enabled by its advanced technologies for sorting, packaging, and logistics—all integrated into a single, closed, and refrigerated supply chain. By combining robotics and automation with sustainable solutions, the entire process is designed for maximum efficiency, freshness, and quality. With the Smart Fruit Hub, the cooperative takes a major step towards a future-proof and streamlined fruit supply chain, ensuring the freshest route from grower to consumer.
Innovation and sustainability go hand in hand
In Geldermalsen, 30,000 square meters of new facilities have been built, housing dedicated packing stations for apples, pears, and soft fruit, spread over two floors. At the heart of the Smart Fruit Hub is a fully automated high-bay warehouse, standing 23 meters tall, with capacity for over ten thousand bins of sorted fruit. Apple sorting has been completely modernized with advanced techniques, including AI-driven quality control, enabling the processing of 32 tons of apples per hour. Internal transport is almost fully automated using Automated Guided Vehicles (AGVs) and Autonomous Mobile Robots (AMRs), contributing to an efficient and safe working environment. The packing process is also partially automated with packing robots that ensure consistent product quality. The Smart Fruit Hub has achieved the highest possible sustainability rating with a BREEAM Outstanding certification, scoring 91.04%, making it the most sustainable food production company in the Netherlands.
According to CEO Adriaan Vis, the Smart Fruit Hub enables the company to operate even more efficiently without compromising the quality and freshness of the fruit for consumers: “If we want to make an impact, we must continue to take initiative. With this Smart Fruit Hub, we not only strengthen our position as a sourcing platform and leading growers’ cooperative in the Netherlands but we also take an important step in advancing fruit cultivation in the country. I’m incredibly proud of this milestone, which is the result of the dedication and collaboration of our people, growers, and chain partners.” Vis continues: “The Smart Fruit Hub demonstrates how technology, sustainability, and chain collaboration can all come together in one place. This creates added value for our growers and partners, while also contributing to a future-proof sector where health and sustainability go hand in hand. This ensures that everyone can continue to enjoy delicious, fresh fruit grown on Dutch soil for many years to come.”
Healthy Growth 2030 strategy
The Smart Fruit Hub is a key component of the company’s ‘Healthy Growth 2030’ strategy. With this future-focused apporach, FruitMasters focuses on sustainable growth, further optimization of the supply chain, and strengthening its market position. The implementation of this strategy is well underway, transforming both the organizational structure and daily operations. As a result, FruitMasters is evolving into a demand-driven and adaptable player in the global fresh produce chain. In addition to strengthening its internal organization, FruitMasters has made significant strides in expanding its broad variety portfolio in recent years—from distinctive apples and pears, such as the flavorful new Bloss apple, to refined soft fruits like the sustainable Sonrosa strawberry. The cooperative continues to invest in a market-driven assortment that excels in taste, quality, and sustainability. These achievements highlight the company’s commitment to delivering the best service and quality straight from the source. With this, the cooperative is fully equipped to realize the growth ambitions of its growers and chain partners—driven by the motto: Ready, Set, GROW!
