Why we exist
Our Crop's purpose
We believe that food should never be rushed, never be wasted, but should serve its full purpose. This belief has been with us from the very beginning. Freezing may feel like an everyday practice now, but it was once a quiet revolution. After the Second World War, our grandparents grew their own vegetables and fruits, ate what was in season, and preserved the rest in freezers so nothing would go to waste. That care for food, that respect for effort and for nature, is deeply woven into our DNA.
Our family story is rooted in this tradition. In 1947, “Frigorifères du Littoral” was founded in Ostend – the first freezing factory for fish in Belgium. Decrop, the entrepreneur behind it, pioneered the practice of freezing, and from there the name Crop’s became known. Even the apostrophe in our name is a nod to our heritage. From those first trucks delivering frozen products to households to the global reach we have today, we have always stood for giving food a longer, better life.
Today, we bring this Belgian instinct to the world. Because too often the obsession with “fresh” is breaking the food system. Fresh forces waste, as more is produced than consumed. Fresh forces urgency, as food must be eaten before it spoils. Fresh forces compromise, as crops are harvested too soon, losing nutrients and flavor. We believe there is a smarter way.
At Crop’s, we let food fulfill its true purpose: no waste, no rush, full taste, full nutrition, full potential. And while others in the frozen category may preserve food too, what makes us unique is our holistic approach – from field to fork, from fruits to ready meals, from growing to innovating. We don’t just make frozen. We turn frozen into a fresh idea.
That is why we exist. With Do Food Good, we have defined our purpose: to make healthy food tasty, easy, and affordable for everyone. It is more than a tagline – it is our commitment, our compass, and our promise to the world. Sustainability, people, and innovation are not add-ons to our business; they are at the heart of how we grow, how we work, and how we impact the future.
