About us

The Holland Fresh Group Foundation is a non-profit organization that is responsible for the organisation, coordination and realization of NL collective pavilions on exhibitions worldwide in the fruit and vegetable sector. Holland Fresh Group is part of Fresh Produce Center.

Fresh Produce Centre represents the interests of businesses involved in the sales and marketing of fruit and vegetables and is a source of knowledge and inspiration. Its members account for over 80% of total sales of fruit and vegetables in the Netherlands, which are worth around €15 billion (including growers’ associations). Fresh Produce Centre has around 320 members. The members are trading companies and growers’ associations involved in the sale and marketing of fruit and vegetables. They specialise in the domestic wholesale, import, export, treatment, processing, packaging, storage and transshipment of fruit and vegetables.

Holland Fresh Group has been initiating NL collective pavilions for more than 30 years on exhibitions such as: Fruit Logistica in Berlin, Global Produce & Floral Show in USA and Fruit Attraction in Madrid. Started with a small 300m2 at the Fruit Logistica in Berlin and expanded in 2020 to an NL pavilion of more than 3500m2 in hall 3.2. The initiative is supported by Topsector Horticulture & Starting Materials and the RVO (Netherlands Enterprice Agency). This Netherlands Agricultural Network supports Dutch agricultural companies and knowledge institutes interested in doing business abroad. In the field of sustainability, doing business across borders, agricultural entrepreneurship and innovation. Together we make the Netherlands economically stronger and more sustainable.

We offer our participants an all-in concept. That means everyone’s taken care of. You book a stand of a certain size at Holland Fresh Group. Together with our partner Zuidkoop we design the floorplan, and Zuidkoop takes care of the stand construction. They also make sure everything is delivered, as desired, the evening before opening. Our catering partners Young Events (Fruit Logistica) and Cusina (Fruit Attraction) taking care of all the catering such as: coffee, tea, fresh orange juice, lunch and a tasty healthy snack. This total concept is a great success.

Holland Fresh Group is unburding co-exhibitors who participates in NL collective pavilions and offers assistance and guidance from start to finish.