Mission and strategy

Firmly rooted in production but clearly market oriented, the Royal FruitmastersGroup cooperative aims to pay a decisive contribution towards achieving the highest possible prices for its members, while at the same time providing full customer satisfaction through supplying the right products and high levels of service. As an international fruit specialist, Fruitmasters aims to lead the market in North West Europe. Fruitmasters considers professionalism, innovation and inspirational employership crucial in fulfilling this mission.

Innovation and introduction
Fully in line with its tradition of entrepreneurship, Fruitmasters continually strives for improvement and innovation. Particular attention is devoted to developing and marketing new (apple) varieties, of which several have already seen a successful launch.

International co-operation
We co-operate intensively on several fronts with international organisations where developments on the global markets are closely followed. This form of international collaboration gives Fruitmasters the knowledge and expertise to meet all requirements in the fruit sector. Fruitmasters can guarantee daily supplies of fruit produce that comply with food safety regulations and that are completely traceable and meticulously inspected from the beginning to the very end.