More than 40 years ago, I entered the fruit and vegetable industry as a small mushroom grower. At that moment, there was no Greenyard. There was only a simple conviction. A conviction that fruit and vegetables would become one of the most important categories in the future global food system. Today, I believe that conviction is more relevant than ever.
The world is changing fundamentally. Over the coming decade, we will face one central challenge: how do we feed a growing population in a way that is healthier, more sustainable and more accessible? While many industries are searching for answers, our industry already possesses a significant part of the solution.
Fruit and vegetables sit at the unique intersection of health, sustainability and affordability. They contribute
to healthier lifestyles, require fewer natural resources than many alternative food categories and play an essential role in building more sustainable food systems. At a time when societies around the world are looking for ways to improve public health, reduce environmental impact and strengthen resilience, the relevance of our category has never been greater.
What makes our category so powerful is that this strength is not something we need to create or “invent”. It is inherent to the product itself. Fruit and vegetables are, by their very nature, one of the most sustainable food choices available: naturally nutritious, naturally efficient to grow relative to their impact, and naturally
aligned with where the world needs to go. This gives our industry a distinct advantage. For the companies that operate in it, the power of the product translates into a durable, sustainable strength for the business itself: a category that grows in relevance as the world’s priorities shift towards health and sustainability offers not just purpose, but resilience and long-term opportunity.
And yet, despite that strength, we are still only scratching the surface of our potential.
Across most markets, fruit and vegetable consumption remains significantly below recommended levels. The opportunity ahead of us is therefore not theoretical. It already exists. Consumers increasingly understand the importance of healthy nutrition. Governments and policymakers continue to encourage healthier food choices. Scientific institutions consistently highlight the important role that fruit and vegetables can play in addressing some of society's most pressing health and sustainability challenges.
The direction is clear, and the momentum behind our category continues to grow.
At Greenyard, this belief has shaped our journey from the very beginning. Step by step. Partnership by partnership. Innovation by innovation. But conviction alone is not enough. Leadership requires investment, innovation and a willingness to continuously transform our business to meet the challenges of tomorrow. The progress presented throughout this report reflects that commitment. It demonstrates how long-term vision is translated into concrete action, how innovation can drive meaningful impact and how sustainability continues to strengthen both our business and our contribution to society. Because our conviction remains as strong today as it was more than four decades ago: the world needs more fruit and vegetables, not less. And companies that can make them available, accessible and sustainable at scale will help shape the food system of tomorrow.
Hein Deprez
Founder & Executive Chairman of the Board
