Dutch fresh produce company reveals 85 per cent of Olympic Fruit’s volume is now socially certified, while its upcycling initiative Half-Baked saved 70 tonnes of fruit from waste in 2024
Dutch fresh produce company Fruitful Ventures has published its first ever sustainability report, which it described as a “key milestone” on its journey towards a better, more beneficial business for all.
Among its notable achievements in 2024, it said, was the fact it had managed to source 85 per cent of subsidiary Olympic Fruit’s total volume under a social certificate.
It revealed its goal was to raise that to 95 per cent, and by 2030 it wanted at least 80 per cent of its sourcing from high water-risk regions to meet a recognised water management or environmental certification standard.
Elsewhere, it said 70,000kg of fruit was prevented from going to waste thanks to its newly establied upcycling company Half-Baked. In 2025, it aims to increase that number to 400,000kg of fruit saved, working out of a dedicated facility where surplus fruit and vegetables are transformed into new products.
Meanwhile, the group established a new project to refine how it monitors pesticide usage via a new PowerBI-driven dashboard. And it partnered with Salacia Solutions to map its greenhouse emissions.
The latter gave it a clear indication of the challenge ahead, putting its total carbon footprint at just over 135,000 tonnes – a figure it pointed out would be “three to ten times more CO2 per kilo” for fruit grown in heated greenhouses.
“This year has been about laying a solid foundation: understanding where we stand, defining our key focus areas, and identifying where we can have greatest impact,” commented CSR manager, Chantal van der Toorn. “We now have a clear strategy for the years ahead and are ready to keep moving forward – step by step.”
Lennart van den Heuvel, the group’s CEO, added: “For us, fruit is more than a product: it’s a promise of vitality and care for both people and planet. I’m deeply grateful to our employees, partners, and growers for their dedication. This report only marks the beginning – but together, we’re taking meaningful steps towards a more sustainable, inclusive, and resilient fruit value chain.”
