A Valuable Heritage with an Uncertain Future
Each late summer, Tiel transforms into a city of color, scent, and craftsmanship. Since 1961, floats made of fruit, seeds, and flowers have paraded through its streets — built by thousands of hands and carried by pride. The Fruitcorso is more than a parade: it is a story about the Betuwe region, about collaboration, and about love for fertile land.
But even the most beautiful traditions sometimes need to be reinvented. The world changes, generations shift, and the question arises: how do we keep this pride alive — for now and for the future?
The 4-Stromenland Foundation, organizer of the Corso, approached Mothership with an urgent question: how can we make the Fruitcorso future-proof without losing its soul?
Because behind the enchantment of fruit and color lies a challenge:
- The organization relies almost entirely on volunteers, and the team is aging.
- Younger generations feel less connected to its current form.
- Costs are rising, while funding and sponsorships are increasingly fragmented.
- The link with the fruit sector — once the heart of the Corso — has faded.
- And despite its unique character, the Corso remains mostly regionally known.
The conclusion was clear: the Corso has a strong foundation, but the structure around it must evolve with the times.
From Heritage to Festival: A New Story
Together with the foundation, partners, and dozens of regional stakeholders, Mothership developed the future vision *From Tradition to Transition*: a roadmap toward a future-proof Fruitcorso that embraces its UNESCO heritage while daring to innovate.
The core of the plan:
From Corso to National Fruit Festival – a multi-day event that unites culture, entrepreneurship, and craftsmanship.
Renewed connection with the fruit sector – creating space for growers, innovation, and sustainability.
Professionalization of the organization – establishing a dedicated core team to lead, fundraise, and grow the festival further.
Renewed identity and storytelling – giving a contemporary role to Flipje, the fruit family, and a recognizable face to the region.
Sustainable thinking and action – from reusing fruit to circular production and local collaboration.
The result is a plan that not only strengthens the organization but also revitalizes the region’s pride — a vision in which residents, entrepreneurs, growers, and visitors together build a celebration that unites tradition and the future.
The Time Is Ripe
The Fruitcorso remains the soul of Tiel — but is evolving into something greater: a National Fruit Festival that showcases the strength of the Betuwe region to all of the Netherlands.
A festival not only to be watched, but to be experienced — through taste, scent, sound, and encounter.
“Let the Fruitcorso not wither in nostalgia,” says Mothership founder Jeroen Everaert. “Let it ripen into something that excites the senses, remains relevant, and brings people together. The time is ripe — we just have to harvest it.”
From Tradition to Transition was developed by Mothership in collaboration with Stichting 4-Stromenland, with the support of Regio Rivierenland.
The plan forms the foundation for the next phase: the development of the first edition of the new National Fruit Festival in Tiel.
In Collaboration With:
Commissioned by: Fruitcorso in Tiel, Stichting 4-Stromenland, with the support of Regio Rivierenland. Special thanks to: Martin Hommersom, Kees van Gent, George Brand, Joost van Luijn, Lyda van Bruchem, Gert-Jan van Ingen, Jeroen Everaert, Tess de Vries, and Chablis Platenburg.