Our Story

We are passionate about the quality of fresh produce

Have you ever been disappointed by the quality of fresh produce?

An avocado that was not 'ready-to-eat' or a tomato without flavour?

Have you ever wondered how your product performs on the retail shelf?

Understanding the quality and shelf-life of fresh produce has never been more important. Consumers now have a wide variety of choice and competition is increasingly quality focused.

Our Innovative Fresh team is based in Holland and Sweden and operates in 7 European countries. We are the leading provider of objective and independent quality and taste information. Since 2008 we have been visiting supermarkets, every week, to buy fresh produce just as a consumer would.

We are proud to help you be the Best in Fresh!

"The bitterness of poor quality remains long after price is forgotten."

Benjamin Franklin

Meet our team

Maud Jentjens

Managing Director

Maud Jentjens is the founder and Managing Director of Innovative Fresh. She has a genuine interest in food, agriculture, nutrition and consumer culture. Maud also studied and worked at Wageningen University. Her scientific knowledge and 15 years of practical involvement in fruit and vegetables have formed the basis for Innovative Fresh, which is managed by Maud and Karin Gorree. Maud lives in Holland with her husband, Jelger, and is based in the Netherlands office.

https://www.linkedin.com/in/maud-jentjens-9b92214/ mailto:maud@innovativefresh.com


Karin Gorree

Director of Quality & Business Development

Karin is a produce quality expert and has worked in countries throughout the world, including the UK and Chile. Karin has worked with retailers, and for suppliers. She has a deep understanding of product quality and consumer perception. With an agricultural background Karin understands every aspect of the growing and production process.

https://www.linkedin.com/in/karin-gorree-50008211/ mailto:karin@innovativefresh.com


Jelger de Vriend

Fresh Strategies. Jelger de Vriend is a retail expert and co-founder of Innovative Fresh. Jelger’s experience ranges from the banana farms of Latin America to the European retail shelves. He worked for Chiquita, Ahold and Total Produce. His passion: lifting the fresh experience in retail.

https://www.linkedin.com/in/jelgerdevriend/ mailto:jelger@innovativefresh.com


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