Promote health, prevent disease, and increase physical, mental, and social well-being of Dutch citizens, so that the sector can set an example for other countries.

Reduce the environmental footprint of fruit and vegetables, promote nature and biodiversity, and increase circularity.

Strengthen the trading position, from production to sales, and contribute to prosperity and employment.

Help increase the financial, physical, and social well-being of growers, employees, seasonal workers and stakeholders, far beyond our national borders.

Promote the food safety culture in the entire chain, and control the chemical, microbiological, and physical risks of fruit and vegetables.