Sormac has opened a 700 m² Fresh Experience Center at its headquarters in Venlo, the Netherlands.

The facility combines a production hall with reception areas, conference rooms, and meeting facilities, operating as a functional hub for equipment testing, machine demonstrations, and technical training.

Practical testing and line integration

Processors can test their own raw material to evaluate cutting performance, peeling results, product handling, line capacity, and yield before making equipment purchases. Working directly alongside Sormac specialists, technical teams can adjust machine settings and observe how individual units interact within a complete, working processing line to assess overall efficiency and output quality.

Technical training and collaboration

The facility hosts training sessions, seminars, and dealer meetings designed for production managers, operators, and technical staff. These sessions cover operational developments and application techniques in fresh produce processing.

“The centre is more than an exhibition space. It is a place where Sormac, processors and partners can work together to identify the most suitable processing solutions for fresh fruit and vegetables,” notes Roy Lemmen, commercial director at Sormac B.V.

Complementing laboratory infrastructure

The demonstration centre operates alongside Sormac’s existing microbiological laboratory. Together, the two facilities evaluate critical processing parameters — including hygienic design, food safety, product quality, and process reliability — allowing manufacturers to validate equipment performance from initial product testing through full line evaluation.

Location and logistics

Situated in Venlo, the facility provides direct access for regional and international operations.

“Our proximity to the German border and the Ruhr region makes us easily accessible for German customers. Düsseldorf (DUS) and Eindhoven (EIN) airports are also both approximately 40 minutes away, making travel convenient for visitors from around the world,” Lemmen concludes.