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Hoofdman-Roodzant and Freshpride are consolidating their commercial activities 

Barendrecht, The Netherlands – 3 August 2026

Fruitful Ventures is consolidating the commercial activities of Freshpride and Hoofdman-Roodzant. Effective 3 August 2026, the commercial operations of Freshpride will be integrated into Hoofdman-Roodzant, creating one stronger commercial platform while retaining the specialist expertise built by both companies.

The integration combines Hoofdman-Roodzant's long-standing experience in international export markets with Freshpride's strong position in Asia and the Middle East, strengthening the group's ability to serve growers, customers and partners worldwide.

Christian Schouten, Director of Hoofdman-Roodzant:"By combining our commercial activities, we bring together complementary expertise while maintaining the close relationships and service levels our partners value."

For customers and suppliers, the transition is expected to be seamless. Existing commercial contacts will largely remain unchanged, with Hoofdman-Roodzant becoming the group's commercial trading company.

This consolidation reflects Fruitful Ventures' strategy of creating a more focused and efficient organization while continuing to invest in long-term partnerships across the global fresh produce supply chain.

For more information: Contact us!