On Friday 26 and Saturday 27 August, Flevostar Potato kicked off its new style with two open days. “We had two fantastic days,” new general manager and co-shareholder William Verhage reports. “We had over 400 visitors, from domestic and international customers to cultivators, friends and family members.”
William Verhage, left, takes over from Jaap Kodde, who will retain an advisory role.
Prof Dr Anton Haverkort MSc from the Wageningen UR performed the transfer from Flevostar to Flevostar Potato. The new company will expand its activities in the potato sector with multiple branches. “In addition to the activities Jaap Kodde became great in – washing and packing potatoes for the domestic market and for export – we are also going to start cultivating in Flevoland, Friesland and Groningen, and with relationships in the southwest of the Netherlands. In addition to the fresh market, we are now also going to start supplying industry,” Verhage says.
“Additionally, the fourth branch we are entering is the cultivation of seeds. We hope to get one step ahead of production in the chain by doing so, and we also hope to increase quality further,” Verhage continues. He calls it a step up in improvement and specialisation. “For example, we are also going to actively start offering guidance during cultivation. Cultivation advice is now often given in the broadest sense of the word, but now that we are going to focus on three markets, we also want to start cultivating specifically for these markets.”
Colleagues Leon van den Oord, Kees Schouten, Henk Aasman and Willem Dijk
At the same time, Flevostar Potato introduces the brand William’s Potatoes for peeled and uncooked small potatoes, chips, slices and cubes of the best potatoes from the region, unbound by strain. “On the one hand we are trying to give cultivators a good price for their activities, on the other hand we are offering consumers what they desire. By now we have built a good name for ourselves in retail, and I thought it was time to start with our own brand,” Verhage says. “Last weekend William’s Potatoes started at the Jumbo supermarket in Dronten, the Netherlands, and it was an immediate sales success. This week it will be in promotional action for Willem Dijk, and the brand will be promoted more.”
William's Potatoes
“We are ready for the future and are looking forward to supplying the entire chain from seeds to retail. I thought it was lovely during the open days to see that many people are interested in cooperation. You are not seen as a competitor and there is a definite approach to further develop the potato chain together. We will enter into talks with many people in the short term.”
Photos: Andries Gunter
For more information:
William Verhage
Flevostar Potato
Oudebosweg 14
8251 RD Dronten