The Greenery
- Type
- Distributor / Logistics Operator
- Location
- Barendrecht, Netherlands
- Industries
- Food ingredients & products, Out-of-home, Shortening supply chain, Supply chain monitoring & traceability, Sustainable packaging & plastic alternatives
- Domains
- Plant based primary products, Processed food products, Fruits & vegetable products, Mushrooms, Citrus fruits (orange- lemon & others), Fruit vegetables (tomato- cucumber & others), Tropical fruits, Vegetables
- Technologies
- Processing
About The Greenery
The Greenery is an international fruit and vegetable company owned by the Dutch cooperative Coöperatie The Greenery U.A. It is not a traditional trader, but a grower-driven organization that combines cultivation knowledge with logistics, marketing, and sales capabilities to create value across the chain.
The company supplies a complete, fresh, year-round assortment of fruit and vegetables to supermarkets, wholesalers, caterers, and the processing industry. It positions itself around making healthy, food-safe, affordable, and sustainable fresh produce available every day, while working closely with growers and other supply-chain partners to match supply with market demand.
The Greenery also serves European retail and trade customers through sourcing, import, and distribution activities, supported by data, research, and category development. Its model emphasizes continuity for growers, tailored sourcing for customers, and efficient management of a broad fresh-produce portfolio.
Core Values
- Passion for fresh produce: The Greenery says it is driven by a long-standing passion for fruit and vegetables and aims to make fresh produce available every day.
- Collaboration: The company emphasizes working together with growers, customers, suppliers, partners, and employees, reflecting its cooperative structure and chain-based approach.
- Reliability and quality: It highlights doing what it says and saying what it does, with a focus on dependable execution and quality at every step in the chain.
- Sustainability and social responsibility: The Greenery stresses respect for people and nature, sustainable cultivation, and socially responsible production and distribution.
Unique Aspects
- 100% grower-owned cooperative: The Greenery is fully owned by growers through Coöperatie The Greenery U.A., which shapes its value-creation focus and long-term orientation.
- Integrated chain model: It combines cultivation expertise, logistics, marketing, and sales in one organization, allowing it to manage a broad fresh-produce assortment more efficiently.
- European reach: The company serves (online) retail and trade customers across Europe, not only Dutch buyers, through sourcing, import, and distribution capabilities.
- Recent strategic consolidation: In 2025, The Greenery concentrated all logistics in Barendrecht and invested heavily in ICT renewal as part of a transition year and new five-year growth strategy.