The Netherlands has 255 PLUS supermarkets run by 216 independent entrepreneurs. Recently the chain announced its intention to intensify its promotional activities for fruit and vegetables. Martin Pietersma, category manager in charge of fresh produce, explains.
“The fresh produce department is getting some extra attention these days,” he says. “The Sperwer Groep is a member of Superunie, the purchasing organization that represents about 30 percent of the market. Much of the fruit and vegetables at PLUS are purchased through this organization. But we also give local entrepreneurs the opportunity to present their products for additional assortment. Quality, of course, is the basis for all products. Food safety is essential. We prefer domestic produce, but obviously we have to deal with seasonal limitations.”
Fairtrade and organic
Besides conventional produce, PLUS also sells organic and Fairtrade. PLUS strives for a range of quality products with added value in the field of fair trade, sustainable production and animal welfare. Where possible, the chain opts for a viable alternative for the same price, going as far as to remove less responsible alternatives from the shelves. In 2010, PLUS was the first supermarket to sell only Fairtrade bananas. “Late last year, we have made plans for upping the promotion for fruit and vegetables," says Martin. “So this year the fresh produce will feature prominently in our week customer communication.”