The Dutch growers' cooperative Koninklijke FruitMasters and Coöperatie Hoogstraten, a cooperative in Belgium, are exploring a future collaboration. FruitMasters supervisory board and the governing body of Coöperatie Hoogstraten have agreed to that. The possible cooperation aims to create a cross-border source platform for fruit and vegetables, thus realizing scale economies for affiliated growers and chain partners.

Where specialists meet
"Both organizations are founded on the cultivation of high-quality fruit and vegetables. The possible partnership seeks to boost our growth ambitions and strengthen our joint position as European fruit and greenhouse vegetable specialists. Central to this is the importance of future-proof cultivation and securing good sales," state the cooperatives.

"Expansion provides the opportunity to be an even stronger, more flexible partner in a rapidly changing market. By putting maximum effort into close chain cooperation, responding more efficiently to market demand and achieving the best supply/demand match becomes possible."

Exploring partnership models
Both organizations are optimistic about a possible partnership with far-reaching chain synergy. "Those opportunities include cushioning chain costs, accelerated knowledge building," the cooperatives say, "new variety innovations, further sustainability, digitalization, and a resilient response to changing market conditions."

"Cooperation in those areas will result in a powerful player in the European fresh produce landscape. In the coming months, we'll further investigate the forms of collaboration and the sustainable added value for growers and chain partners. The outcome is expected in 2024. If there's sufficient common ground, we'll present those partnership models to our members," the two countries' cooperatives conclude.

For more information:
Coöperatie Hoogstraten
59 Loenhoutseweg
2320, Hoogstraten, BE
Tel: +32 (0) 334 00 211

7 Deilsewe
4191 NX, Geldermalsen, NL
Tel: +31 (0) 345 578 800