BELGIUM – Netherlands-based Fruitful-Berries and Belgium’s Terra Verde have sealed a merger deal, giving rise to a new entity named Frescura.
This strategic collaboration positions Frescura as a Belgium-headquartered powerhouse, combining the strengths of two industry leaders to navigate the dynamic landscape of fresh produce.
Xavier Verhoestraete, the former managing director of Terra Verde and now a board member at Frescura, emphasized the broader vision behind the merger, stating, “The new company aims to gain more global visibility.”
The joint statement released by the companies assures stakeholders that both Fruitful-Berries and Terra Verde will maintain their existing structures, operations, and contacts.
Terra Verde, having evolved into a robust conglomerate with various sector-related subsidiaries over recent years, is making a calculated move to fortify its presence in the increasingly vital soft fruit category.
The statement elaborates, “With Fruitful-Berries, [it has] added a specialist in the field with its own cultivation, affiliated growers, and a global clientele.”
Terra Verde’s subsidiaries, including Emiel De Roeck, Fruitpackers, and Verdura Verde, contribute to its formidable position in the market.
Maxim De Roeck, founder, and co-owner of Fruitful Berries shared his enthusiasm for the merger and highlighted the collective strength it brings to the table.
He stated, “Terra Verde has expanded in recent years with some nice family businesses with a distinct specialty, forming a real total supplier in our sector.”
De Roeck outlined the extensive range of offerings, spanning citrus, kiwi, hard fruit, grapes, soft fruit, and vegetables, encompassing both conventional and organic cultivation.
“The opportunity to build a future together with such a high-quality group does not come along every day, so we did not hesitate for a moment,” added De Roeck, underscoring the strategic significance of the collaboration.
The merger not only elevates Frescura’s market position but also aligns with the global demand for fresh produce.
As a major hub for fresh produce, the Netherlands, where Frescura is rooted, operates with strict controls on quality, supply security, and sustainability due to its supermarket-dominated market.
According to CBI, Dutch importers and traders have international networks and strong partnerships with suppliers worldwide, including competitive countries like Peru and South Africa.
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