After three turbulent years with a reorganisation and a change in direction level Steen Martina took the helm of The Greenery this year in February. For the first time in years someone from the ranks of the company is taking the position of CEO. The annual figures of the trading house also show a positive development. Is The Greenery on course for the future?
Steven Martina, CEO of The Greenery as of this year.
Growth of greenhouse vegetable sector
The situation didn't just improve financially. There is also more eye for The Greenery from growers, Martina notices. He proposed the ambitious plan to double the market share in the greenhouse vegetable sector to 30 percent. Traditionally, the company had a strong position in this part of the sector. "We are still the biggest in tomatoes," adds Steven. "We have lost a lot in cucumbers and peppers, but we're seeing this trend turn."
This change is partially due to more and more large growers arriving who don't want to give all sales to one trading house. "We expect there to be growers who want to sell a third or half of their product through The Greenery. It's a form of spreading risk for the growers." There is sufficient space for growth within The Greenery's portfolio, assures Martina.
Although this growth would preferably be autonomous growth, contracts will be made with new parties. "Of course we have a preference for growth through our own growers," continues the CEO. "Autonomous growth is often the most stable growth. The downside is that we legally can't bind our members to ourselves by contract for a longer period of time. This can be done with a grower with whom we go into collaboration. Then we can create a contract for a number of years."
New building and new varieties
There has also been investment in new buildings and more efficient streams within the organisation. A new department is being added to the Retail DC in Barendrecht for the Import DC, which reduces transport between the two locations. The current Retail DC will be replaced by a new DC in two phases and a new Soft fruit DC will be built in Breda. The company is also working on new varieties intended to take over the world in the future. "Developing a new variety takes a lot of time. At the moment the focus is on the Junami apples and the Sweet Sensation pear," says Steven. "We are focussing on the top of the market with this. But we are also working on other varieties."
In May's Primeuri Steven Martina talks more about the situation at The Greenery. We will go into topics such as: the special control position at the bank, the rejection of real estate and the future of the company, in which automation plays an important role.