The Greenery wants to increase produce supplied by its own growers and attract new members, placing grower business development at the centre of a new positioning announced on 29 October.

The Dutch fresh-produce cooperative introduced “Where growers grow” at its 30th-anniversary events on 23 and 24 October. Today’s announcement sets out the commercial direction behind that positioning; it does not announce a new production site or a quantified increase in available fruit and vegetables.

Chief executive David Markowski said the aim was to bring together more product from existing growers, new members and a stronger joint market position. The cooperative describes itself as a platform that connects growers with customers in the Netherlands and overseas.

For supermarket produce teams, the useful issue is how those connections translate into sourcing programmes. A larger membership could broaden the supply base, but a recruitment ambition is not the same as confirmed acreage, harvest volumes or contracted availability.

The Greenery says its approach gives growers clarity about costs and insight into returns and commercial choices. It also says customers can obtain information on origin and price composition, alongside agreements on product quality and availability.

Those commitments put the relationship between farm economics and supermarket specifications in focus. A grower needs a return that supports the next crop; a retailer needs consistent quality, dependable deliveries and a price that fits its category plan.

The cooperative is among the Dutch fresh-produce companies linking farms with retail markets. Its position also sits within the wider network of European produce suppliers, where the choice of sourcing partner involves logistics and crop expertise as well as purchasing price.

Buyers assessing the new approach should look for the detail behind each programme: named growing regions, seasonal windows, grading rules, delivery responsibilities and how prices are reviewed. The announcement does not specify new customer contracts, membership targets or an investment budget.

The next evidence of progress will be whether The Greenery converts its positioning into additional grower participation and agreed supply programmes. Until then, the update provides a statement of direction rather than a promise of extra volume for the coming season.

Editor’s Note: Based on The Greenery’s Dutch-language announcement dated 29 October 2026, translated by GTN. Analysis distinguishes its ambitions from confirmed supply.