On 31 January, our first Morning Insights session of 2025 featured an inspiring presentation from Mary van Hoek-Hendriks, former Board Secretary and Board Member of Communication and Marketing at Groente & Fruitbrigade. Mary shared the remarkable journey of this initiative, which has transformed surplus fresh produce into a vital resource for food banks across the Netherlands.
With over 59 million tonnes of food waste (132 kg per inhabitant) generated annually in the EU (Eurostat, 2024), Groente & Fruitbrigade helps bridge the gap between surplus food and those in need of nutritious meals. By rescuing surplus produce and distributing it to food banks across the country, they have provided approximately 13 million kilograms of fresh fruit and vegetables since 2018, reaching around 180,000 people in need.
What began as a small initiative has now expanded to three locations – Poeldijk, Ens, and Venlo –where around 100 dedicated volunteers cover the operations. As a gateway to Europe, the strategic positioning of these locations near the Netherlands’ major ports and borders facilitates the redistribution of surplus alongside rapid exports of fresh produce. With the capacity to handle large volumes, Groente & Fruitbrigade collaborates with farmers, traders, and food banks to ensure a steady supply of fresh produce to food bank customers despite rising demand for food and decreasing food waste surpluses.
Mary’s presentation underscored the importance of strategic partnerships, operational efficiency, and a bold mindset: “Think big, start small, start now”. From the outset, Groente & Fruitbrigade set a clear ambition: to become the Netherlands’ largest supplier of fresh produce to food banks. To achieve this, they established measurable targets, tracked the volume of rescued produce in kilos and used a weekly barometer to engage and motivate volunteers. This structured approach drove efficiency and fostered a shared sense of purpose among the team. Within five years, their efforts had positioned them as the country’s largest provider of fresh fruit and vegetables to food banks.
The Groente & Fruitbrigade’s success offers valuable insights for food banks across Europe looking to implement similar initiatives and ensure consistent access to fresh, healthy food for those in need.
