Fruvyland now also working with GreenCommerce: “mutual collaboration with Berryland strengthened”

As of May 1, 2026, a new player has entered the fresh produce trading market with Fruvyland. Fruvyland is the result of the significant growth of partner Berryland and focuses on the trading of fresh fruits and vegetables without fixed product categories. To ensure a smooth launch of the new company, it was important that Berryland’s systems were prepared accordingly. For this, Berryland only needed to be converted from batch registration to pallet registration within GreenCommerce. As a result, Fruvyland was able to get off to a smooth start because the systems are connected.

Smooth start for Fruvyland
Berryland was founded in 2023 by Theo Benjert and Rob Pakvis. Right after its establishment, they started using the GreenCommerce fresh produce software package to digitize their processes. Due to the company’s growth and the launch of a new entity, Fruvyland, it became necessary to switch from batch registration to pallet registration. This opened up several opportunities to further expand their use of GreenCommerce. Rob Pakvis, co-owner of Berryland, explains: “The people at GreenCommerce know the industry and think along with us. As a result, the transition went smoothly and Fruvyland was able to be integrated into the system without issues. That gave us the space to simply get started without complicated implementation processes.”

Transition from batch registration to pallet registration
Berryland initially worked with batch registration, where the system focuses on batches instead of pallets. The number of products on a pallet is not the determining factor. When companies want to expand their GreenCommerce setup with additional modules or apps, a switch to pallet registration becomes necessary. With pallet registration, data is recorded in more detail, enabling message exchange via EDI and FreshBabel. This is required to set up communication with retailers. Rob explains: “Due to the growth our company is experiencing, we are receiving more and more requests from retailers. To be able to supply them, the EDI connection is a must-have. By switching to pallet registration, these kinds of options become possible.”

Future plans
Berryland works closely with R&M Forwarding and has expressed the need for a logistics integration. “We are located in the same building as R&M Forwarding and collaborate closely. With a logistics integration, we can further strengthen this cooperation. It is great that GreenCommerce can grow along with the companies. This ensures that for every business step, there is an equally suitable solution within the system. That gives us peace of mind and the confidence to continue growing the business,” Rob concludes.