Digitalisation in Agro Supply Chains



The Fresh Upstream foundation works on one uniform, digital language in the international fresh supply chain. From farm to fork: the aim is an agrifood supply chain in which trading partners, government and consumers exchange information in a similar way with understandable and accessible information standards.

Supply chains are becoming increasingly digital in order to meet the high demands of consumers, trading partners and governments for reliable product information. In addition, innovations follow each other at a rapid pace to produce food more efficiently, sustainably and safely. That is why agri-food companies need better (online) information flows. 


Fresh Upstream stimulates and facilitates companies to use information standards, from a single data source. In this approach along the whole supply chain we closely cooperate with GS1 Netherlands.


The Fresh Upstream foundation is a collaboration platform of FNLI, GroentenFruit Huis, Frug I Com, CBL, NEVEDI, LTO Netherlands and GS1 Netherlands.


By “fresh” we mean agricultural products that end up directly with the consumer without processing (although these products can be cut, mixed and packed). Throughout the supply chain we need to share more and more information about these products - from farm to fork. Standardization of information is often still driven by the 'last meter' (retail), but farmers and growers also need more data. In order to share this efficiently and effectively, information standardization from the source is necessary: upstream in the supply chain.




The Fresh Upstream foundation is managed by:

  • Philip den Ouden (chairman)
  • Jerry Tracey – sector manager retail, GS1 Netherlands
  • Bert Urlings - corporate director quality affairs, VION Food Group
  • Kees de Kat - CEO, Royal FruitMasters
  • Pieter Maarleveld - CEO, GS1 Netherlands
  • Murk Boerstra – deputy director, FNLI
  • Marc Jansen - director, CBL
  • Richard Schouten - director, GroentenFruit Huis
  • Henk Flipsen - director, Nevedi
  • Thijs Cuijpers – policy director, LTO Nederland
  • Harrij Schmeitz (program manager)


The mission of the Fresh Upstream Foundation is to promote the application and acceptance of information standards in the international fresh food chain and to create and optimize its preconditions. This is based on making standards available (and upholding them) for electronic message traffic, codes, labels etc. for farmer to customer.


The ambition of Fresh Upstream is to prepare the fresh supply chain for all new developments in a customer-centric playing field and in the light of transparency. 


The objective is to maximize the exchange of information within the supply chain, based on standardised messages, identification standards and codes. Ultimately, 100% of the information should be exchanged in this way.