A market study conducted in 2021 by Netherlands Agricultural Network (LAN) in Ankara revealed significant growth potential for the professionalization of Türkiye’s soft fruit sector. The study showed that both domestic demand and opportunities for professional cultivation were increasing rapidly. Attractive market opportunities were identified particularly for blueberries, strawberries, raspberries, and blackberries. In addition, Türkiye’s strategic location, close to key markets in Europe, the Middle East, and Central Asia, offers excellent prospects for further sector development.
Beeld: Marcel de Jong van Bodem & Groen
Training in covered blueberry production
As the Netherlands holds a leading international position as a knowledge and trade hub for the blueberry industry, the LAN team in Ankara took the initiative to invite Dutch companies to an online information session. Following the positive response, a trade mission to Türkiye was organized to assess whether Dutch companies could add value to the Turkish berry sector.
The mission was well received, leading to the establishment of a PIB (Partners for International Business) programme, a public private partnership under the coordination of Netherlands Enterprise Agency (RVO) and Holland Rosetta. Initially, the programme focused on both pome fruit and soft fruit, with the supply chain as its central theme. The idea was to create a cluster of Dutch companies that would not compete with one another, but rather complement, strengthen, and actively recommend each other. Recommendations from trusted partners generate confidence and, through the collective nature of the cluster, also serve as a quality assurance mechanism.
Introducing Holland House of Fruits
During Türkiye’s largest agricultural exhibition, GrowTech, the cluster presented itself for the first time in 2023 under the name Holland House of Fruits. The participating companies represented a broad range of expertise and technologies, including:
- new varieties and virus-free planting material;
- virus-free trees and rootstocks;
- substrates;
- irrigation and fertigation systems;
- fertilizers;
- growing containers and pots;
- pheromones as an alternative to chemical crop protection;
- climate control systems for protected cultivation;
- technologies for long-term fruit storage.
The exhibition resulted in valuable business contacts, and two members of the Holland House of Fruits found their Turkish business partners there. The experience also demonstrated that Türkiye is not an easy market. Turkish entrepreneurs are highly resourceful, and there is a large supply of products and suppliers, resulting in relatively low price levels. Dutch companies, which generally operate at higher price points, therefore need to distinguish themselves through innovative products, knowledge, and technology.
Training programmes for professional growers
At the same time, it became evident that there was considerable room for improvement in cultivation knowledge. This led to the idea of organizing training programmes for professional growers (Knowledge to Knowledge project – K2K) carried out by Marcel de Jong at Bodem & Groen. These trainings aimed to assess various soft fruit production systems and provide insight into risks, opportunities for improvement, and potential returns on investment. Dutch expertise, technologies, and product solutions offered by the members of Holland House of Fruits were also introduced during these sessions.
The initiative was received very positively. Participants were carefully selected based on their ability to transfer the acquired knowledge to other professional Turkish growers.
Beeld: Marcel de Jong van Bodem & Groen
Group picture of the High Bush Blueberry Training in Bursa
Although each training session was originally planned for 25 participants, attendance consistently exceeded expectations. Participation ranged from 12% above target during the first strawberry training in Adana to as much as 320% above target during the latest training in Kütahya, by which time the Holland House of Fruits had gained substantial recognition throughout the sector.
In addition to growers, agricultural engineers from the local Ministry of Agriculture actively participated in the trainings. These engineers serve as the primary contact point for growers and therefore play a crucial role in disseminating knowledge and promoting the adoption of innovative technologies in soft fruit production.
To structurally embed the soft fruit cultivation training within the Turkish educational system, the K2K includes support to Akdeniz University in Antalya in setting up an experimental garden (8x18m) with strawberries and raspberries and the associated training curriculum.
Agricultural Counselor Niek Bosmans speaking at Berry Forum
Getting acquainted with the Netherlands
Alongside the training programmes, Holland House of Fruits organized both incoming and outgoing trade missions, enabling Turkish growers and companies to become acquainted with Dutch horticultural practices and the participating Dutch businesses.
In addition, the idea emerged to organize Türkiye’s first dedicated soft fruit conference. This would position Holland House of Fruits not only as an initiator but also as an international knowledge platform for the Turkish berry sector.
As a result, the LAN team, together with Holland House of Fruits, organized the first Berry Forum in Antalya in October 2025. Featuring renowned international speakers, the conference brought together growers and stakeholders from across the Turkish soft fruit sector and attracted a large audience. The event was successful and received coverage in Turkish media and on several national news channels.
The berry training in Kütahya was on request of the Province Kütahya, who wants to actively support the blueberry growers’ cooperative. Apart from the training sessions, a matchmaking programme was also organized between Dutch companies and Turkish growers.
The Berry Forum concept has now been embraced by several PIB participants and is expected to remain an important platform for both Dutch and international companies seeking to establish themselves in Türkiye and contribute to the further professionalization of the soft fruit sector. Turkish growers have also recognized that investments in high-quality cultivation knowledge, including Dutch expertise, quickly pay for themselves through higher yields, improved quality, and more efficient production.
The LWG 2025 delegation visiting the Growtech Holland House of Fruits Pavilion. From left to right: Ceren Çabukoğlu (Honorary Consul of the Netherlands in Antalya), Meeuwes Brouwers (LVVN), Frederique Vogel (Holland House of Fruits Coordinator), Ambassador Joep Wijnands, Mr. Guido Landheer (LVVN), Busra Karakurt (Agricultural Officer), Niek Bosmans (Agricultural Counselor), Uğur Işın (Agricultural Advisor) and Mary Kachovas (Regional Coordinator LVVN)
Long-term effects
With the cooperation between companies, knowledge partners, and the LAN team in Ankara, strong brand recognition has been established within a relatively short period. The LAN team provided guidance and in-depth market knowledge for Dutch companies to position themselves quickly and effectively within Türkiye’s soft fruit sector.
As a result, Holland House of Fruits has built a commercial network and laid a foundation for long-term cooperation between the Dutch and Turkish fruit sectors.
More information
For more information on Türkiye’s soft fruit sector, you can reach out to the LAN team at the Dutch Embassy in Ankara: ank-lvvn@minbuza.nl. You can also visit Berry Forum, Bodem & Groen and Holland Rosetta.
Article written by: Frederique Vogel (Coordinator Holland House of Fruits; +31 (0)6 2393 0790)