Royal Pride has been growing regular cucumbers for years, but has now added mini and midi varieties to its range. A strategic choice in line with market demand and with an eye toward continuity within the Harvest House cooperative. General Manager Koert van den Ende discusses this expansion, the power of collaboration, and the brand-new sustainable greenhouse that has just opened.
Cucumbers since 2019
Royal Pride has been an established name in tomato cultivation for years, but is now also making significant inroads into cucumbers. "We've also been growing cucumbers since 2019," says Koert. "We started with 7 hectares, primarily for risk diversification. We've now grown to 40 hectares." The company's commitment to this crop is evident in the next step: the addition of mini and midi cucumbers to its product range.
Mini and midi as a logical step
The expansion fits seamlessly with Royal Pride's growth strategy. "We want to strengthen our position in cucumbers," says Koert. "When a grower at Harvest House stopped growing mini and midi cucumbers, we stepped in. That was the perfect time." A brand-new greenhouse was built for this purpose, equipped with the latest technology, including LED lighting, double screens, air mixers, and insect screens. "Sustainable cultivation is no longer a choice, but a necessity. We're already investing in what will soon be a given. That's why we're committed to innovation across the company."
Responding intelligently to consumers and the market
Why mini and midi cucumbers? "The British market, for example, is familiar with the 'portion cucumber' in plastic. That's half a cucumber wrapped in plastic. A midi is a more sustainable alternative. The mini cucumber is convenient for on the go or on the table. You see that consumers are opting for convenience, freshness, and less packaging."
First harvest
The first cucumbers from the new greenhouse have now been harvested, and the first mini cucumbers will follow in a few weeks. "We opened the greenhouse at the end of June and are now harvesting the first cucumbers. That's energizing, not just for me, but for the whole team. It's wonderful to see how enthusiastic everyone is about it."
Tomato remains, but cucumber grows
Tomatoes remain a key pillar for Royal Pride. "We only grow the best flavors: cherry and vine cocktail tomatoes," Koert emphasizes. "But we've recalibrated our strategy. Cucumber isn't a temporary sidestep for us. We truly want to become the market leader, alongside our strong position in tomatoes." He believes this combination works well: "We have growers who specialize in tomatoes and others who know everything about cucumbers. That way, we leverage everyone's strengths."
Future-oriented family business
Royal Pride is a family business with staying power. "We make choices for the long term," says Koert. "Everything revolves around continuity, innovation, and people. We invest in technology, but also in our people. The next generation is already ready. It's wonderful to see that our nephews and children feel involved in the company."
Stronger together
This long-term vision also means collaboration. "What we can't do alone, we do together. We're part of collectives like Greenpack, Harvest House, and ECW. We pool our resources there. This allows us to adapt quickly, test new products, and respond to consumer trends."
Looking to the future
There's still limited room for expansion in Middenmeer. "We can build another 7.5 hectares. After that, we'll have to move to other locations. Everything is still open. We're exploring various options. But always with the same guiding principle: what we do, we do well."
