Fruit in the spotlight: The new connecting hub of FruitMasters

For a new production hall and packing station, we designed a multifunctional visitor center that tells the story of Fruitmasters.

In this large-scale new building at the Geldermalsen site, upscaling and centralization of operational activities within one closed cold chain are here central.

For every piece of fruit the best destination is sought here - whether for further fresh sales or processing into semi-finished and finished products.

The story is about perfect storage conditions, about finding the right buyers and about packaging fruit to suit different markets.

This “Connection Hub,” which opens its doors on May 8, 2025, will be the link between FruitMasters, growers, customers and partners.

The flexible space consists of different zones - from presentation kitchen to auditorium - where visitors can learn about fruit, taste, smell and experience it. Likewise, the various connecting traffic areas tell Fruitmasters' story (see photos).

The design revolves around core values translated into material and color, about which more later.

Curious about the complete transformation of this site?

Follow us for more insights into this project soon to come.