A direct line to the source
We know the growers, the products and what each season can deliver. That makes it easy to agree early on availability, quality, innovation and sustainability.
Straight from the grower to your shelf.
With The Greenery, you work directly with entrepreneurial growers. We combine a broad fruit and vegetable range with market insight, quality assurance and a well-run supply chain, so together we deliver availability, quality and a range your shoppers want.
Key figures
135
Member growrs
€ 675
mln turn over
+50
broad range fruit & vegetables
600
employees
What you can expect from us
A broad range
Our growers' fruit and vegetables are the core of our offer. Complementary international origins keep your shelves stocked outside the Dutch season.
Quality you can rely on
Specifications, inspections, relevant certifications and full traceability, from field to delivery.
Category expertise
Which products suit your shoppers, and where are the opportunities? We combine market data and product knowledge to help you with range, presentation and promotions, and agree with you up front how we'll measure the result.
Sustainable, together
With growers, customers and partners, we invest in lower emissions and resilient growing, cut waste and ensure good conditions for people.
The shortest route from field to fork
From planning and packing to stock and logistics: The Greenery works with its growers and chain partners to deliver the best fresh produce, every day.
Specialists for European retail, trade, foodservice and industry
The Greenery has several business units, each focused on specific markets.
Retail & Trade
Swiss
Retail & Trade
France
Retail & Trade
Europe
Import & Trade
Europe
Our brands and concepts
Our chain: from field to fork
Customer
We work with customers on range, quality, availability and supply chain performance. This creates a direct connection with the grower and a chain that better matches what the market demands.
Quality and food safety: organised, not assumed
With fresh produce, you need to know what you can count on. That’s why we agree clear specifications up front and back them with inspections, relevant certifications and traceability within the agreed scope.
If something does go wrong, it must be clear straight away what happened, who acts and what happens next. Because grower, product, quality and customer are linked, we can trace back precisely and report back fast.
How we safeguard quality
Category support that leads to decisions
Market and category data only matter if they help you make a better decision.
Our specialists combine knowledge of product, growing and season with market and customer data. Together we identify where the category can grow: by adjusting the range, planning a promotion differently or managing a seasonal switch more smoothly.
We support you with:
- range and seasonality
- promotion and activation
- concept and packaging
- innovation and launches
Sustainability that works in the chain
Sustainability goals only count when they can be put into practice.
So we link your questions on growing, packaging, transport or waste to our growers, specialists, chain partners and data. Together we look for concrete improvements that work for both the product and the chain.
That way, sustainability isn’t a side project but part of how we work together every day.
Our sustainability approach
Partnerships in practice
A partnership says most when you can see what actually changed. These cases show customer, grower and The Greenery tackling a concrete challenge together.
Logistieke dienstverlening
Verslogistiek voor retail op schaal: van fulfilment tot ketenregie
Eerder in het schap, efficiënter uit de kas: de groei van Inspire
Talk to one of our specialists
Frequently asked questions
Welke productgroepen levert The Greenery?
The Greenery werkt met een breed assortiment groente en fruit uit verschillende productgroepen en seizoenen. Op onze productpagina’s vind je meer informatie over producten, beschikbaarheid, herkomst en teelt.
Hoe werkt de directe verbinding met telers?
Onze commerciële en productspecialisten staan in direct contact met telers en collega’s die betrokken zijn bij planning, kwaliteit en teelt. Daardoor kan informatie over markt en product snel door de keten worden gedeeld.
Hoe organiseren jullie kwaliteit en voedselveiligheid?
We werken met vastgelegde productspecificaties, controles, relevante certificeringen en traceerbaarheid binnen de geldende scope. Bij afwijkingen onderzoeken we de oorzaak en zorgen we voor terugkoppeling en opvolging.
Kunnen jullie jaarrond leveren?
Dat verschilt per product. We kijken eerst naar het aanbod van aangesloten telers en vullen dit waar nodig en passend aan vanuit andere landen. Zo zoeken we naar een realistische oplossing per seizoen en productgroep.
Hoe gaan jullie om met aanvullende herkomsten?
Aanvullende herkomsten gebruiken we waar dat nodig is om aan de vraag van klanten te kunnen voldoen. Daarbij gelden afspraken over onder meer kwaliteit, voedselveiligheid en traceerbaarheid.
Wat houdt category support concreet in?
Dat kan variëren van advies over assortiment en seizoensplanning tot promotie, verpakking, introducties, innovatie en evaluatie van de categorie. De exacte ondersteuning stemmen we af op de vraag van de klant.
Kunnen we samen werken aan verpakkings- of duurzaamheidsdoelen?
Ja. We verbinden klantdoelstellingen waar mogelijk met telers, specialisten en ketenpartners en kijken welke oplossingen praktisch uitvoerbaar zijn.
Talk to one of our specialists
Want to discuss what The Greenery can do for your range, category or supply chain? Tell us what you need, and we’ll put you in touch with the specialist who knows your market and product group.
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