The Dutch Produce Association and the Netherlands' fruit and vegetable exporters' group Frugi Venta have officially unveiled GroentenFruit Huis (Fruit and Vegetable House), the new industry body that will represent the country's €13bn fresh produce industry and promote sales and consumption of its products worldwide.
While the two groups will retain responsibility for specific tasks, such as the common market organisation (DPA), imports, collective bargaining and joint purchasing (Frugi Venta), the establishment of a new, independent promotional body represents an important step towards closer collaboration.
Focusing on four key areas – nutrition and health, statistics, market affairs and logistics – the new association has been established in response to the Dutch government's decision to withdraw funding for national horticultural promotion groups including Productschap Tuinbouw and The Dutch Agricultural Wholesale Board (HBAG).
Frugi Venta announced back in October 2012that it intended to play a more prominent role in boosting consumption of fruit and vegetables from the start of 2014.
New approach
At the Zalmhuis in Rotterdam on 9 January, representatives from both Frugi Venta and the DPA explained they were confident the new approach to marketing and promotion would be in the best interests of Dutch fruit and vegetables.
'Combining knowledge and a strong community within a professional sector. That is the common interest among the members of DPA and Frugi Venta,' commented DPA chairman Kees Wantenaar, the man elected as GroentenFruit Huis's first independent chairman.
Gert Mulder, who will act as director of the new organisation, added that GroentenFruit Huis would speak to politicians and industry other stakeholders with one voice.
'GroentenFruit Huis is a place where producer organisations and trading companies may feel they can connect with one another and the group's staff, knowing it is somewhere that has their best interests at heart,' he said.
Dutch fresh fruit and vegetable production is currently worth around €3bn per year, with a market value (including imports) of €13bn.
The GroentenFruit Huis will have its headquarters in The Hague.
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