Through the years
1971
The start of Groenendaal Fruithandel
The history of Groda begins in 1971. At a young age, founder Cees Groenendaal decided to follow his passion for trade and entrepreneurship. With the fruit and vegetables grown by his father, he drove to the wholesale market in Amsterdam every day together with his wife Truus. From humble beginnings, the foundation was laid for the family business that Groda is today.
1974
Growth of the first activities
Demand for fresh produce increased, and with it the customer base grew. The first expansion of the vehicle fleet made it possible to serve more customers and offer a wider range. An important step in the further development of the company.
1981
Groda Fruit takes shape
By this time, the company was operating under the name Groda Fruit. With two trucks, customers throughout Europe were supplied. As the company continued to grow, the next generation became acquainted with the family business, playing among the trucks and the daily work.
1986
A modern foundation for the future
The original premises no longer offered enough space for the growing activities. That is why a new, modern warehouse was built. Here the first steps were taken towards the professional storage, cooling, sorting and packaging of fruit and vegetables as we know it today.
1990
Further expansion
Growth continued and additional capacity was soon needed. Expanding the warehouse created more space for storage and processing. Despite the growth, Groda remained true to its core values: delivering fresh fruit and vegetables, grown with respect for people and nature.
1997
A new milestone
With a tripling of the business premises and the construction of several loading and unloading docks, Groda experienced its largest expansion to date. During this period, the next generation of the Groenendaal family joined the company, further strengthening its family character.
2012
Investing in sustainability
Sustainability took on an increasingly important role in the business. With the installation of more than 600 solar panels, CO₂ emissions were significantly reduced. This investment underlined the ambition of Groda to do business responsibly and actively contribute to a sustainable future.
2024
Ready for the future
After a lengthy permit process, another major expansion was completed. The increased cooling capacity and the optimisation of the packaging department enable Groda to serve its customers even more efficiently. With this investment, the company is ready for further growth and the challenges of the future