The Greenery is an international sales and logistics organisation which specialises in fresh fruit and vegetables from over 500 Dutch and foreign growers As part of the Coforta growers’ cooperative, we supply a full range of fresh fruit and vegetables to supermarkets, wholesalers, caterers and the food-processing industry all year round. In order to supply our clients throughout the year, we collaborate intensively with our growers and partners both at home and abroad. Our expertise consists of efficiently managing and controlling our broad product range, which not only meets society's requirements, but anticipates them too.

We ensure that our growers are paid a fair price and offer them continuity in the purchase of their product by entering into long-term partnerships with our clients. For our clients, we develop aspects such as innovative products, packaging and category plans based on our expertise and market research. We also maintain contact with our end users by means of consumer panels, pass on the wishes of consumers to the seed breeders and are represented in sector and trade organisations. Intensive collaboration allows us to connect all the links in our value chain.


Our Growing Together 2022 strategy has five pillars to support the overall objective in transforming our company towards the digital sustainable party in the fresh produce value chain that oversees and manages all parts from seed breeders till the end-consumer. These pillars are 1.) Innovation, 2.) Digitisation, 3) Sustainability, 4.) Quality and 5.) Collaboration.   


Our Innovation efforts are focused on five identified value spaces
  • Product Innovation in uncut and unprocessed fruits and vegetables
  • Innovation in packaging that drives convenience and/or sustainability
  • Innovative Logistics services for fresh produce
  • Data analytics, forecasting & AI
  • Digital access, connection and collaboration throughout the fresh produce value chain 


We offer start- and scale ups, but also SME’s the assets and capabilities of a marketleader in fresh produce. Think of the more than 500 growers we represent, the biggest retailers of western Europe we have as our clients, and a state-of-the art cold chain logistics operations we run with our own trucks and distribution centres. 


We’ve worked with or are currently working with startups in the field of Vertical Farming, D2C grocery platforms, online retail, digital quality control and also launched corporate startups ourselves.  
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