Coöperatie Hoogstraten and Royal FruitMasters to explore future collaboration

Hoogstraten & Geldermalsen, 29 November 2023The grower cooperatives Royal FruitMasters of the Netherlands and Coöperatie Hoogstraten of Belgium are to explore the potential for future collaboration. This has been agreed upon by the FruitMasters Supervisory Board and the governing body of Coöperatie Hoogstraten. The potential collaboration will create a cross-border source platform for fruits and vegetables, producing economies of scale for member growers and partners.


Where specialists meet

The foundation of both cooperatives is rooted in the cultivation of quality fruits and vegetables. The aim of this potential partnership is to boost growth ambitions and strengthen a combined position as European fruit and greenhouse vegetable specialists. Central to this is the importance of future-proofing cultivation and securing robust sales. Scaling up presents an opportunity to be an even stronger and more flexible partner in a rapidly changing market. Placing maximum emphasis on close supply chain cooperation will make it possible to respond more efficiently to market demands and achieve the best match between supply and demand.

 Exploring forms of collaboration

Both organisations are optimistic about a possible collaboration with the potential for far-reaching chain synergy. Opportunities include reducing supply chain costs, accelerating knowledge acquisition, innovation in new varieties, increasing sustainability, digitalisation and resilience to changing market conditions. Cooperation in these areas will result in a powerful presence in the European fresh produce landscape. The next few months will see further investigation of collaborative models and the long-term benefits for growers and chain partners, with outcomes expected in 2024. If sufficient common ground is found, these forms of collaboration will be presented to the members of the cooperatives.

About Coöperatie Hoogstraten

Coöperatie Hoogstraten is a Belgian marketing organisation for fresh fruits and vegetables boasting a turnover of €370 million. It is home to more than 200 unique producers united in a common mission to create a sustainable future for the fruit and vegetable sector. Together, we grow top-quality products and distribute them to customers worldwide. With a specialised product range focusing primarily on strawberries, tomatoes and peppers, we strive to make a difference. Alongside our stakeholders, we endeavour to attain the highest quality in products, services, expertise and innovation. This commitment enables us to consistently deliver fresh, flavourful fruits and vegetables while adhering to sustainable practices.

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