FoodVentures, a Dutch greenhouse business, decided to open a  new facility in China after it has experienced significant success across its international operations. Its managing partner announced that in the next two years, the company will open up a new greenhouse in China.

According to Asiafruit, managing partner Eric van der Meer of FoodVentures revealed during the Global Tomato Congress in Rotterdam that his company would open a greenhouse facility in China soon. He claimed that FoodVentures wants to get close to the Chinese market by providing premium fresh produce in middle-class communities.

He added that the people in cities have started to eat more fresh produce delivered through an organized supply chain. He also said that the modern retail and cold-chain supply also showed signs that this business model would work best in countries such as China that have underdeveloped supply chains and markets for organic food.

Van der Meer also revealed that FoodVentures only uses the best-in-class technology which they apply in their Dutch greenhouses and supply chains. He then emphasized that it would be best to operate in China since its operations in countries such as Israel, Spain, and Turkey have been successful.

According to Van der Meer, FoodVentures may double their greenhouse facilities' sizes. He believed that custom authorities or those who grant permits for business operations follow an unstable decision-making process. Thus, he concluded that making their greenhouse facilities to be opened in China in a significant way would protect the interests of the company whenever their business dealings with China may not run smoothly.

Van der Meer also claimed that their operations wa ould share the success that FoodVentures experienced in other countries if their producers would be willing to operate in tough conditions. He also stressed that the company wishes to give to local communities and improve their investor and customer relations with healthy interactivity throughout the process.

FoodVentures' managing partner also hinted that the difficulties that they may face in having business dealings with China and opening a new greenhouse facility there would help the company stand out. According to him, China does not possess a normal environment and that FoodVentures is set at creating a better would by adding five hectares of tomatoes in China.

Since 2010, FoodVentures has expanded its operations internationally by developing greenhouse projects in emerging countries such as China, a Hoodendoorn article explained. The company believes that these developing countries have a weaker horticultural industry and that their presence may provide great opportunities in China to boost horticultural development.