Deal expands the Spanish company’s strawberry production capabilities to Northern Europe

Huelva-based Surexport has acquired a majority stake in Dutch strawberry producer Jong Fruit, marking the latest milestone in its strategic plan to strengthen its positioning in Northern Europe and achieve year-round production.


With 24ha of glasshouse production, Jong Fruit specialises in the year-round cultivation of strawberries, including the exclusive Inspire variety, already produced by Surexport in Spain.

Jong Fruit’s founding shareholders and key managers, brothers Arian de Jong and Rob van der Wouw will continue leading the business alongside Surexport.

Rob van der Wouw commented: “For a long time I have believed in joining forces in an international soft fruit platform. During my first meeting with Surexport I immediately saw the many opportunities and synergies that were possible for both parties.

“Our shared passion for the Inspire variety confirmed my conviction. It was therefore not a difficult decision for me to sell my shares to Surexport and remain active within the team. Together with Surexport, I am determined to realise our plans in the expectation that this will take Jong Fruit and Surexport to a higher level than previously thought possible.”

Arian de Jong added: “I look forward to proudly leading the platform for Surexport in Northwest Europe in the role of managing director and diligently building on this strategic combination.”

With this acquisition, Surexport will expand and continue diversifying its geographical production capacity into Northwest Europe, resulting in improved year-round supply of berries to main European retailers.

Surexport’s CEO, Andrés Morales said, “This acquisition fits perfectly within our growth strategy and allows us to strengthen our presence in Northwest Europe. We are delighted to welcome aboard the Jong Fruit team and work together towards becoming the undisputed leading European berry producer.”

Founded in 1994, Surexport generated sales in excess of €235m in 2022/23. In 2021, private equity firm Alantra PE acquired a majority stake in the berry company. Since then it has embarked on an ambitious buy-and-build strategy and organic growth plan and is expected

to reach around €340m in total revenue by the end of the 23/24 campaign.