In the food and beverage industry, two prominent players, The Greenery and BelOrta, have decided to collaborate under a Union of Producer Organisation (UPO). This collaboration aims to strengthen their position in the European market and establish themselves as leading players in the Benelux region. While they will operate independently, they will align on market development, buying, logistics, and innovation.
The discussions for this collaboration began in early 2023, with both parties looking to create new opportunities for fruit and vegetable growers in Belgium and the Netherlands. By optimizing logistics networks, investing in new product varieties, digitization, and sustainability, they hope to enhance the growth potential for both countries.
BelOrta, based in Sint-Katelijne-Waver, Belgium, boasts as the largest fruit and vegetable cooperative in the country. On the other hand, The Greenery, headquartered in Barendrecht, south Holland, supplies fresh produce to online retailers and trade customers. With annual turnovers of €645m and €743m respectively, these companies have a significant presence in the market.
Both organizations sell their products not only in Europe but also in North America and Asia. This collaboration signifies a strategic move that aligns with current trends in the food and drink business, providing a competitive edge through shared resources and knowledge.
Moreover, with prominent figures like Marc Smets of BelOrta and David Markowski of The Greenery expressing optimism about the collaboration, the industry is poised for growth and innovation. Markowski, who took over as CEO last November, brings a fresh perspective to the organization, aligning with the trend of leadership changes in the food and beverage sector.
As both companies aim to enhance their market position and leverage their collective strengths, the future looks bright for these collaborative efforts in the food and drink industry.
