Jan Opschoor, cooperative DOOR:
Collaboration with supply chain partners from independent position
Opshoor worked for thirteen years at The Greenery, beginning as supply manager of tomatoes and working his way up to product unit manager for fruit. Last year when Jan van der Voort, on behalf of the new cooperative, asked Opshoor about becoming the director he did not need to think long about this decision. "I really enjoyed working at The Greenery and I am definitely not someone who goes from job to job. But I know these entrepreneurs and I trusted the strategy and market approach of this new cooperative."
Jan Opschoor
Independent
Jan describes DOOR as a small, flat organization in which the lines are short and the important interest is clear. "A few cooperatives choose to integrate with trading houses, we are not doing that. DOOR is a marketing- and sales organization for its members. We expressly choose to work with exporters, and through them with end clients so that everyone is able to specialize in their own area. The independent position makes the decision making process that much smoother, because then your cooperative has only one goal. The cooperative is young but the group of growers have known each other for a long time. Our employees also come with years of relevant work experience."
The members of DOOR are responsible for 260 hectares of tomatoes, 65 hectares of paprika's, 38 hectares of eggplants and 13 hectares of cucumbers. The first year brought in a revenue of around 180 million Euro. Although Jan does not exclude growth in the future, right now the focus is on the current growers. "These entrepreneurs have some difficult years behind them. The most important is that an enterprising club with like-minded growers is formed. In the future I expect that certain developments will occur. New members have to be willing to work with the highest standards, and the mentality has to fit these kinds of developments. Medium sized companies have joined us and I personally think this is an advantage for us. Economically speaking it is a good size, it also provides balance and stability within the cooperative.
Product Leadership
We do not necessarily have to be the biggest cooperative, but we do want to be the best. The goal is to be product leaders in various fruits. We will only be able to stand apart if we focus on quality and marketing. Within the group the standards for quality are therefore very high. For example, only cucumber growers who work with the high thread system are allowed to join in. Our cucumber brand, Green Diamonds, is known for its quality. We are also very pleased with the expansion of our paprika assortment. Our paprika growers are also known for their high quality work. We are working hard with our paprika brand, PapriCo, to make it a quality brand that can be put into the market. We are doing the same with our Prominent and Purple Pride brands.
"Strong investment in marketing and innovation are key words. Together with our customers, the Dutch exporters, we are constantly in communication with our retailers. We have noticed that retailers want to have contact with the source, and we like to stay up-to-date on the latest consumer trends. We continue to innovate in order to be a professional partner for the retailers. Together with our exporters we aim to deliver added value to the retailers. Only then can we distinguish ourselves within the field and establish the best opportunities," says Jan.
Year-round cultivation
Internationalization is an important subject within the cooperative. How this can be realized differs per product. The Prominent-growers participate in a cultivation project in Ukraine. There is also cooperation with growers in Southern Europe. Jan expects year-round cultivation to only become more important. He thinks that in the coming years more initiatives will arise in order to fill year-round schedules, either here or abroad. "The limited investment possibilities are currently creating a problem. We have a lot of entrepreneurs who would like to make the next step but are stuck. Despite this, our area is still expanding."
When DOOR was established a GMO - recognition was applied for, but they did not receive it. This year DOOR decided that before 2015 no GMO - application would be sent in. "The members will decide if we will apply again for 2016." Jan is confident about the future of DOOR. "There are too many suppliers on the market and we think that bundling is necessary when possible. A year after being founded our focus is on implementing the set strategy. Who knows what the future will bring in the area of bundling. For us, what is important is that we continue on with entrepreneurs with like-minded goals, because only then will there be real support for bundling."
For more information:
Coöperatie DOOR
Honderdland 131
2676 LT Maasdijk
Tel: 0174-328562
j.opschoor@doorpartners.nl
www.doorpartners.nl