A passion for soft fruit since 1998

A passion for soft fruit. Love for a special product. These are the reasons why Fruit World was set up in 1998. But we have been specialising in soft fruit for much longer than that. Fruit World is an initiative of Kees Valstar of the Best Fresh Group. The idea behind the establishment of Fruit World was to pool all this expertise in a separate company.

It also marked the start of a more professional approach to the soft fruit segment, because soft fruit is a category that deserves attention! We act as intermediaries for growers and growers’ organisations across the world on the one hand and retailers on the other.