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12.5 Years of Fruitify Experts

Fruitify Experts celebrates 12.5 years of growth and innovation. Leander van Bellen, Hans Troost and Marijn Atres reflect on the development of the company and share their vision for the future to further improve the quality standards in the fresh produce sector.

12.5 years of growth, innovation and future vision

This month, Fruitify Experts is celebrating its 12.5-year anniversary, a perfect time to reflect on the past and look ahead to the future. We spoke with Leander van Bellen, Hans Troost and Marijn Atres about the early years, the company's growth, and their vision for the coming years.

The origin of Fruitify Experts

Leander van Bellen, CEO of HDG Survey Group, fondly recalls the establishment: "The management of Mooy Logistics approached Otto de Groot of HDG with a request for independent quality inspections, which led to the founding of HDG Services B.V. I was given the opportunity to take this on and develop it further. It took some time to make the final decision, but ultimately, on May 1, 2012, I started with Hans Troost in Waddinxveen. Marco Smit, who was already working on behalf of Mooy, also joined us."

Hans Troost adds, "After about six years, Mooy Logistics ceased operations, which posed a challenge for us. Fortunately, we were able to retain our customers and moved to Handelsweg in Barendrecht. Two years ago, we moved again to a new location at R&M in Ridderkerk. This serves as a perfect base for our inspections and surveys, situated in the heart of many fresh produce companies."

Independence and growth

In 2021, a new chapter began for Fruitify Experts as it changed its name from HDG Services to Fruitify Experts and became part of HDG Survey Group, an international organization that supports companies worldwide with quality management of fresh fruits and vegetables.

Leander explains, "Our focus is on quality inspections, surveys, inspection software, and training. It was also in 2021 that I became a co-director of HDG Survey Group, alongside Stijn Verstijnen and Rob Boogmans. With my transition to the headquarters in Rotterdam, Marijn took over the daily management of Fruitify Experts."

Marijn Atres, now managing director of Fruitify Experts, discusses his new role: "It was a natural process, thanks in part to the support of the team. We have so much knowledge and experience in-house. We are a flat organization with short lines of communication, allowing us to solve problems quickly."

Future-oriented innovation

As we reflect on these early years, we are also excited about the future. Leander continues, "Now, after 12.5 years, we are on the verge of new developments. We want to expand our services with advanced inspection technologies, such as AI-driven quality monitoring. This allows us to identify problems in real-time and intervene quickly, enabling us to better serve our clients."

Hans adds, "The HDG Survey Group also plans to expand our international presence. In the coming years, we aim to grow our network in emerging markets, where the demand for quality control of fresh fruit is increasing. This not only opens new opportunities for us but also strengthens our role as a key player in the global supply chain."

Marijn states, "We continue to invest in our HDG Academy to train the next generation of quality controllers. Additionally, we are working on partnerships with innovative technology companies to elevate our inspections. By developing online courses, we can train quality controllers worldwide, benefiting the professionalization of our sector."

Leander emphasizes the importance of training within the organization: "There are no specific educational programs for quality control of fruits and vegetables. Here, we not only train our own staff but also quality controllers from other companies and strive to attract young talent. We also want to be more active in schools to show young people what our profession entails."

Marijn adds, “The work offers a lot of freedom. You receive a list of containers to inspect in the morning, and you decide how and when to do that. The work visits to places like South Africa are certainly not a hardship.”

The future of Fruitify Experts

Leander looks ahead: “What I love most is empowering people and giving them the means to grow. I often jokingly say, 'Once you're in the fruit business, you never get out.' Our team is a wonderful mix of young and old, and we learn a lot from each other.”

Innovation remains a key focus for Fruitify, as Hans explains:  "We continue to share knowledge through our platforms and innovate continuously. This helps not only in assessing products but also in simplifying our processes."

Leander adds,  "We want to support our clients with our knowledge and experience in how to handle quality control and claims. We are eager to leverage our expertise to play a role in reducing food waste in the supply chain."

Marijn concludes, "Furthermore, by analyzing the data we collect, we can identify trends and patterns. This allows us to proactively respond to supply chain issues before they reach the customer. This not only makes our work more efficient but also provides significant added value for our clients, as they are better informed and can respond more quickly to market demands."

Fruitify continues to grow, innovate, and share knowledge while raising the bar for quality management in the fresh produce sector. With a strong focus on training, technology, and international expansion, Fruitify Experts looks confidently toward the future.

Leander van Bellen has now become the CEO of the HDG Survey Group, while Marijn Atres is fully responsible for leading Fruitify Experts. Leander has complete confidence that Marijn, with his knowledge and dedication, will successfully drive the continued growth and innovation of Fruitify Experts.