PRESS RELEASE: BelOrta and The Greenery cooperatives explore collaboration

With the consolidation and internationalization of the demand side, bundling of the supply side is a logical step. In early 2023, initial exploratory discussions took place between BelOrta and The Greenery. Both organizations share the same focus: maximizing value creation for their growers now and in the future. After the individual development of both organizations, they are ready to cooperate. With this planned collaboration, the cooperatives ensure the availability and certainty of their products in the long term and provide their growers access to European markets to achieve the best possible price and maximum value.

Benefits for growers and customers
The collaboration offers opportunities for growers of glasshouse vegetables, field vegetables, and hard and soft fruit in both Belgium and the Netherlands in terms of sales possibilities, purchasing, optimizing the logistics network, investing in knowledge building, innovation in new varieties, sustainability, digitalization, and flexibility in market changes. For customers, the bundling offers a richer range of a wide assortment of vegetables and fruit, directly from the source, with appropriate services in areas such as quality, logistics, sustainability, and category development. Due to their geographic locations, both organizations fit well together, ensuring product availability amidst changing weather conditions.

Step by step
The intended collaboration is based on mutual trust and a complementary product offering. The first step in exploring the cooperation is the establishment of a Union of Producer Organizations (UPO), after which the collaboration will be gradually developed in a growth trajectory. This aims for scale advantages, optimal product availability, and value creation for growers, as well as flexible positioning in a rapidly changing market. The goal is to result in a strong, leading player in the Benelux.

David Markowski, chairman of the Board of The Greenery: “We believe that our organizations and the market are ready, and we look forward with great energy to further shaping and organizing the collaboration.” Marc Smets, chairman of BelOrta: “This cooperation offers several growth opportunities in cultivation and sales, broader access to European markets, and benefits in knowledge sharing and efficiency.”

About BelOrta
BelOrta is the largest vegetable and fruit cooperative in Belgium, with a wide range of glasshouse vegetables, field vegetables, and hard and soft fruit. BelOrta has more than 1,200 growers and an annual product turnover of approximately 626 million euros. With a strong network of growers in Belgium and the Netherlands and a broad product range, BelOrta strives for excellent quality and service for its customers.

About The Greenery

The Greenery is one of the largest cooperatives of vegetable and fruit growers in the Netherlands, focused on delivering a broad range of fresh products to (online) retail and wholesale customers. The Greenery has more than 150 affiliated growers and achieves an annual total product turnover of 743 million euros. The organization is known for its focus on maximizing value creation for its growers, strong supply chain collaboration with retailers, and sustainability.