Where it all began.
The Greenery was formed in 1996 through a unique merger that changed Dutch horticulture. Nine fruit and vegetable auctions and the CBT (Central Bureau of Horticultural Auctions) joined forces to strengthen growers' position in the face of increasing scale and international competition.
From auction clock to supply chain management
The Greenery was born of foresight. As the market changed, growers took control of selling their own produce. By pooling their strengths, they could supply large retail customers directly while keeping control over price, quality and volume. It was the start of a supply chain approach led by growers – and The Greenery still connects growers with customers across Europe today.
Fewer links, more value
The founding of Coöperatie The Greenery U.A. marked a turning point. Growers gained market access and support in logistics, marketing and innovation, and a central sales company made a market-driven approach possible. Ever since, our guiding principle has been: fewer links, more value. It still strengthens growers’ competitiveness today.
30 years for growers, run by growers
From a collective idea to a powerful reality
30 years later, The Greenery has grown into a leading fruit and vegetable cooperative, with a mission to create maximum value for growers through smart collaboration in the chain.
What began as a merger is now a modern organisation that connects growers and customers, with a cooperative foundation at its core.
100% owned by growers
The cooperative fully owns The Greenery B.V. This gives growers control, transparent decision-making and an organisation that works for its members.
Together, we make fruit and vegetables valuable
The vision of back then still drives us. By working every day on strong supply chains, lasting relationships and innovation in fresh produce, we create value for growers, customers and consumers.
