Just over 40 years ago, Greenyard was founded from a bold and clear vision on the future of food, which only becomes more relevant as time moves on. Today, consensus is clear: we need to change the way we consume and produce food. A diet shift towards more pure-plant foods, and less reliance on animal proteins, is no longer optional. It is the only path forward for healthier lifestyles and a more sustainable food chain.
The world today is facing two defining challenges: public health and environmental sustainability. The facts are harsh: unhealthy diets now cost the global economy an estimated 11 trillion dollars each year, and climate change is no longer a distant threat. We see the impact of extreme and unpredictable weather circumstances around us every day. Our industry, fruit and vegetables, finds itself in a great paradox: it is one of the most affected by the climate crisis, and yet it holds a vital part of the solution.
Shifting to more pure-plant diets can drastically reduce our environmental footprint: studies show that replacing just 100 grams of meat per day with pure-plant alternatives cuts carbon emissions by 75%. Food production accounts for roughly 34% of global emissions, so a simple shift in mindset and consumption habits could address up to 25% of total emissions worldwide.
Truly unlocking the potential of our category, starts with understanding our business, deeply and thoroughly. We need to understand the facts, the arguments, and the logic that underpin the power we hold as a fruit and vegetable industry. Only then can we speak with one voice, take up our responsibility and carry more weight in the public debate. When everyone pulls in the same direction, our message becomes clearer and our execution sharper.
From the very beginning, we also believed that a different approach was needed in our industry. We established a unique business model that connects every stakeholder in our food value chain, from consumers to retailers to growers, in a demand-driven fashion. That same Fork-to-Field model still sets us apart, and makes us the trusted partner for Europe’s largest retailers, connecting them to our global grower network and providing consumers with the right assortment, all year round. Across every market segment, whether in Fresh or Long Fresh, we bring tasty, easy to prepare, and nutritious pure-plant solutions to the table, while ensuring they are affordable for all. That is how we win hearts, shelves, and minds.
Our Fork-to-Field model also ensures that growers can build a sustainable business, both economically and ecologically. We not only provide them with access to millions of consumers, we also help them improve their efficiency, reduce their ecological impact and – increasingly important – cope with the negative effects of climate change they are confronted with. The pure-plant future of food simply cannot exist without a healthy agricultural sector.
We are conscious that this past year was marked by rapidly shifting market dynamics, tough competition in our markets and mounting climatological challenges. Although our visionary approach to building the company over the past four decades ensures we are prepared for this, this reality also demands agility and a firm commitment from everyone within the Greenyard family.
Real engagement starts with the right mindset. As a family-business, everyone at Greenyard feels personally invested. That emotional connection is what drives us to permanently improve small inefficiencies, from an unchecked pallet to an unnecessary delay. These details matter, as they compound over time and directly contribute to our business.
We remain faithful to our unique founding vision, even in challenging times. It requires hard work, expertise and dedication from our people, every day. Therefore, I would like to thank everyone for their support and their commitment on our journey to a healthier, pure-plant future. Together, we can really make the difference on our plates and for our planet.
Hein Deprez, Founder & Executive Director of the Board
