The Dutch company, Fresh2You, has set up a new business that specializes 100% in Brussels sprouts. Bert van der Beek and Menno Molenaar, no strangers in the Brussels sprout world, run this new division, along with a team of co-workers.
"We're starting from scratch with the Brussels sprouts, but based on the latest insights and developments. The market is changing, labor availability is becoming challenging, and customer and consumer wishes are changing," says Menno.
"We're responding to this with an interconnected triangle of 'own cultivation, technology, and commerce'. We have a modern packing facility which will have a few new packing machines added in the coming months. And we'll be opening a second plant at another location in 2023."
"These Brussels sprouts supplement Fresh2You's existing full-soil assortment. We already grow green beans and broccoli in the Netherlands, and Brussels sprouts fit in very well with this, growing season-wise," Menno continues.
"Our group possesses plenty of agricultural, as well as mechanization, knowledge, which we're now combining. I'm very enthusiastic about the high-tech ideas being developed. In the ready-to-cook segment, we're doing this in areas like processing and sorting technology. We're combining the latest technical developments with our requirements."
"Technology will certainly make a difference in cultivation and processing. It leads to improved products, more added value, and lower costs. Our farm is big enough for that, which is crucial if you want to mechanize," explains Menno.
"We want to lead the way in reducing environmental impact, increasing biodiversity, and keeping the soil healthy. Technology will make an even bigger contribution to resilient, healthy cultivation soil. That's one of our cultivation's pillars."
"Fresh, good quality Brussels sprouts are central to us. We have farms in the Netherlands and Morocco with collaborations with Dutch and overseas cultivation partners. And we've worked on achieving year-round continuity in availability and quality. We want to keep the chain as short and sustainable as possible. So, we've organized the chain differently from before," says Menno.
"We're pleased that several Dutch growers have expressed their confidence in us and have joined us. One of our cultivation partners has already planted the first Dutch Brussels sprouts. We expect the first harvest at the end of July/beginning of August. We purchased two large farms in Morocco at the end of 2021. We planted Brussels sprouts there last fall, and these are now available."
"Most will be sold in Europe. Currently, we're selling Moroccan sprouts to Italy, France, and Scandinavia. Fresh2You has many Dutch clients through Cash & Carry and sales to wholesalers and the hospitality segment," Menno adds. "Outside Europe, we sell these in cooperation with partners. There, too, the first steps have already been taken. We grow Brussels sprouts in the Netherlands, Belgium, and France and, so, can also provide local sales."
Changing legislation regarding packaging in, for example, France is leading to changes in the packaging range. "When plastic-free packaging is chosen, that soon means paper and recyclable packaging. That sometimes reduces products' shelf life. That makes it all the more important to organize the cold chain as efficiently as possible. Then we can still guarantee that people get fresh Brussels sprouts on their plate," Menno concludes.
For more information:
Menno Molenaar
Fresh2You
19 Transportweg
2991 LV, Barendrecht, NL
Tel: +31 (0) 653 252 597
Email: [email protected]
Website: www.fresh2you.nl
