About Purple Pride
Purple Pride has evolved since 1996 to become the largest aubergine brand in North-western Europe. Five modern growing locations yield a harvest of over twenty million kilos of aubergines a year. The Purple Pride Growers Association is a market leader in the Netherlands, with a cultivation surface area of 48 hectares, and represents over 40% of Dutch aubergine production. It’s something we’re incredibly proud of!
For aubergines to feature on everyone’s weekly menu.
Understanding the customer’s needs adds value and relevance.
How it all started
The roots of growing vegetables
The story of Purple Pride goes all the way back to the 1970s. The Van Duijn, De Jong, and Groenewegen families in Westland decided to concentrate on growing vegetables. Back then they weren’t just growing aubergines, but other crops as well.
Focusing on aubergines
The new generation decided to focus 100% on growing aubergines. At that time, all aubergines were sold on the auction block. Growers delivered the aubergines, which were then inspected, classified according to weight, and auctioned off in lots.
Origin of Purple Pride
In 1996, the three companies Van Duijn Bros, Auberginekwekerij De Jong, and Greenbrothers together decided to set up the Purple Pride Growers. By coming together like this, these businesses were better able to meet the demand for quality.
The first specialities were introduced
Purple Pride believes it is important to continue modernising and innovating. In addition to standard aubergines, Purple Pride started growing a number of speciality aubergines. This meant that the organisation could provide the market with a wider selection.
Purple Pride continues independently
In 2010, Purple Pride decided to leave The Greenery and continue independently. The cooperation is a fact. Purple Pride is one of the members of DOOR Cooperative U.A., which is responsible for complete sales and marketing of the product.
The latest growing location for Purple Pride opens its doors
The new location becomes operational: Auberginekwekerij De Jong in Nieuw Prinsenland (Dinteloord). The location covers 5.6 hectares and operates sustainably in specific areas.
Purple Pride joins the DOOR Cooperative
In the summer of 2013, Fresq Partners, the sales operation that included Purple Pride, was split up into DOOR Partners and Harvest House. Purple Pride joined DOOR Partners due to its focus on product branding.
Purple Pride Planet Proof
Sustainability is important for Purple Pride and its customers. Therefore we use raw materials in our greenhouses as efficiently as possible, we work hard to reuse materials, and we operate under a minimal waste policy. Thanks to this, Purple Pride is proud to say that all of its growing locations have been awarded the ‘On the way to Planet Proof’ certification.
New brand positioning and corporate identity
Purple Pride made the hospitality industry a new target group, with extra focus on customised advice for customers as well as on sustainability. Purple Pride is ready for the future thanks to these changes. This is emphasised through its new corporate identity, which includes a new logo and website. Purple Pride’s ambitious goal is for aubergines to feature on everyone’s weekly menu!
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