Fruitmasters
Smart Fruit Hub.
Fruitmasters is the largest fruit growing cooperative in the Netherlands and a major employer in the region. A marketing organisation to which more than 400 fruit growers are affiliated. Fruitmasters sells their fruit at home and abroad. Fruitmasters accompanies the fruit from cultivation to consumer purchase.
With their ambitious Master Plan, they are working towards a future-proof organisation.
The Smart Fruit Hub in Geldermalsen is a state-of-the-art packing station that is the beating heart of their renewed business operations.
Client
Fruitmasters
Category
Experience centre
Scale
5500 m2
Location
Geldermalsen
Assignment
Fruitmasters needs a professional meeting place to receive visitors optimally and representatively and to share the story of Fruitmasters and its expertise.
Result
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A representative reception area where growers, customers, governments and partners feel welcome and immediately experience the quality and professionalism of Fruitmasters.
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A “Connection Hub” that facilitates connections for the benefit of internal collaboration, colleagues and members, market partners, knowledge institutes and stakeholders:
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A central place where visitors are informed about what they will see, get the context of Fruitmasters' working methods and are optimally prepared for their visit to the production and packaging halls.
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The traffic areas have been transformed into interactive storytelling zones.
Connection Hub
Fruitmasters' Connection Hub is a carefully designed space that makes the differentiator of this organization felt.
Fruitmasters believes that added value, lies precisely in the moments between more formal presentations. This is where growers, buyers, governments and training partners come together-for business transactions, but also for knowledge exchange and strengthening network relationships that move the industry forward.
Three worlds, one story
The spatial concept visually translates Fruitmasters' expertise into three elements.
The Market speaks in clean, reflective language of technical materials-metal and glass that reflect the velocity and precision of modern commerce.
The Ground brings warmth and texture, with natural materials that reference the fundamental foundation on which everything grows.
The products themselves-apples, pears, berries-fill the space with color and life, soft shapes that connect all parties.
Flexibility and Zones
The hub's three zones work together. The first zone transforms from presentation kitchen to chef's table, where fruit tells its story through taste and aroma. Zone 2 has movable bleachers that configure the space as desired (from intimate workshop to large auditorium). And the final Zone provides the crucial break times where informal conversations often yield the valuable insights.
Stories in motion
The traffic areas are designed in line with Fruitmasters' story. Interactive zones where visitors can experience Fruitmasters' DNA before entering the assembly hall. These transit areas function as soft introductions, where the conversation begins before the actual guided visit starts.
Multifunctional +
This space positions Fruitmasters as the central hub of the Dutch fruit chain. A place "Where the best things grow."
Team
Visit this place?
Lieke now knows her way around the fruit & vegetable landscape, but especially in the Smart Fruit Hub. She would be happy to show you around. Contact Lieke@c-e.design
