New partnership focuses on sales, sustainability and innovation without merging operations, as both cooperatives respond strategically to retail consolidation while preserving their cooperative foundations
Dutch cooperative The Greenery and Belgium’s BelOrta have officially sealed an agreement first outlined in June 2024 to cooperate more closely through a so-called Transnational Union of Producer Organisations (TUPO).
According to the groups, the establishment of FreshAlliance represents a “flexible form of cooperation” in which both organisations retain their independence but create added value for customers and growers.
Unlike a merger, both cooperatives will continue to exist independently, and retain their own structure, membership, and brands.
However, the cooperation is set to focus on themes where value can be added, such as sales, sustainability, innovation, and the use of data.
Philippe Appeltans, CEO of BelOrta, commented: “There is no compelling reason to cooperate, but we want to gradually explore opportunities that create a win-win in areas that benefit our growers and customers. FreshAlliance shows that collaboration and autonomy can go hand in hand.”
David Markowski, CEO of The Greenery, added: “With FreshAlliance we are taking a step forward. We are improving our sales opportunities while safeguarding the cooperative roots of both organisations. This collaboration offers flexibility and enables us to address themes step by step that provide added value for both customer and grower.”
Logical step
FreshAlliance will be seen by many as a response to consolidation and increasing scale in the retail and wholesale arenas.
By joining forces, The Greenery and BelOrta stand to gain from greater geographical reach and an improved risk profile, which should create an even more attractive proposition for growers and customers alike.
According to both Appeltans and Markowski, FreshAlliance is not about one big leap, but about many carefully chosen steps on a path to better sales opportunities, with improved security for growers, and enhanced product availability for customers.
Now that a deed of incorporation has been signed and witnessed, FreshAlliance awaits official recognition before it can formally begin to operate.
