In the eastern district of Amsterdam, the first Dutch pilot scheme for the Fruit4Sport concept kicked off on 19 April 2012. On that day, Urban District Councillor for Public Space Nevin Özütok planted a number of Fruit4Sport fruit trees at sports park Middenmeer-Voorland in Amsterdam East. Fruit4Sport is a joint initiative of Applied Plant Research (PPO), an institute of Wageningen UR, and the EZ Innovation Network.
Amsterdam's eastern district, which manages the sites of 23 sports clubs located in Middenmeer and Voorland, near the Jaap Eden skating rinks, has embraced the plans. PPO will continue to develop the initiative in consultation with Maatschappelijke Verantwoord Verenigen Nederland (MVV Nederland, a platform for socially responsible organisations), corporate partners and local clubs and teams.
Research has shown that sports locations in the Netherlands offer a unique location to promote proper eating habits and a healthy lifestyle. Fruit4Sport was set up with the goal of producing fruit around sports fields, combined with active participation and adoption of mini-orchards by the clubs and their members, allowing the clubs to then develop their own healthy food lines through their own cafés. The pilot in Amsterdam is partly intended to serve as a learning object for the partners, for the continued rollout of Fruit4Sport in the Netherlands.