We're People Powered

Here at BerryWorld we love berries and we are genuinely excited by what we do. We're a people powered business and berries make our world go round.

Our award winning berry varieties come from a variety of award winning people across our local teams.

We understand that long term sustainable growth can only come from a hunger to keep moving forwards. Our mission to grow the berry world together is driven by our values and the idea that great work is born from appetite, relationships, sustainability and confidence.


Our story roots back to Louis Olins, founder of Louis Reece, who delivered fruit to London's Spitalfields Market by horse and cart back in 1919.

Roll on to 1994 and, after discovering potential in the berry market, BerryWorld was formed as a joint venture with Edward Vinson Limited, with Adam Olins as the founder and Managing Director.

Today we are a fourth-generation, family-founded, and future focussed, berry company. We have multi-local international teams operating across every part of the supply chain. Through these operations and our close working relationships with growers and customers alike, we ensure a sustainable supply of world class berries that are bursting with goodness all year-round.

Your local team

BerryWorld, The Netherlands has strong and long-term relationships with all our growers. We believe that in a world where you want to supply the best quality soft fruit, a good strong grower relationship is essential.

We offer year round supply of soft fruit to European customers developing world-wide sourcing by bringing growers and customers together within a highly efficient supply chain. We leverage the experience gained by BerryWorld, The Netherlands shareholders to the benefit of our growers and customer.

Winners of Dutch Product of the Year for two consecutive years, BerryWorld, The Netherlands has been awarded for the success of its Sweet Eve strawberry (2014-2015) and raspberry (2015-2016), supplied to Albert Heijn. It’s access to the BerryWorld breeding programmes, combined with local growing expertise and a full range of niche berries, gives them a market-leading, 52 week European offer. BerryWorld, The Netherlands supplies retailers and wholesalers across the Mediterranean, Central Europe and Scandinavia.

Meet some of our team below or get in touch if you think you'd be a berry good fit working for BerryWorld.

Johan De Witte, Managing Director

After 10 years of experience in the fruit and vegetable industry, Johan joined BerryWorld’s sales team in March 2010.

Starting as an Account Manager, he quickly progressed two years later to assume responsibility for the management of the sales team and became Sales Director.

During his time as Sales Director, Johan helped successfully expand the business’ commercial relationships beyond Holland, to include Scandinavia and Central and Northern Europe. With Wil Beekers’ transition to European CEO of the BerryWorld Group, Johan now assumes the role of Managing Director of BerryWorld’s business in The Netherlands.

Johan de Witte