Netherlands: retailer Nettorama has best fresh produce - Plus has best total fresh

The GfK Fresh Report shows that Plus has the best fresh department in the Netherlands. The GfK Fresh Report is released annually, and ranks the 17 largest supermarkets, based on appreciation and performance. Jan Linders dominated the Fresh Report for six years in a row, but the chain has now not only lost its first place, it has left the stage completely. Nettorama won the title of best fresh produce department, just as it did last year.

Within the fresh department, three categories are distinguished: fresh produce, bread and meat. Nettorama has, just as last year, won with the best fresh produce department. Plus is top of the list with its bread department, and Emté retains its first place in the ‘meat’ category.

Last year, Nettorama dethroned Lidl for the first time as the best fresh produce supermarket. Category manager fresh produce, Robbie van der Heyden, is proud to retain his title. “It was hard-fought, but the result does not allow for any doubt. Besides, I am especially proud to have been in the top two for 17 years already.”

When asked what the deciding factor was, Van der Heyden replied: “We are working intensely on quality and flavour. That is what everyone will boast in the trade of fresh produce, but we think we actually make a difference. We sample and inspect strictly, and we are resolute. If a product does not meet our quality requirements, we do not take it on. Our customers appreciate that.”

“Besides, we always try to be creative and surprising for consumers. Despite being a discounter, we always try to ensure surprises on the shop floor. We might not have the publicity channels a retailer with 700 shops has, but we creatively anticipate developments, such as a TV show, weather conditions or a certain niche product.”

When asked whether profit is a goal in the overall fresh category, Van der Heyden’s answer is both ambitious and realistic: “It is a noble goal to work towards, and as a formula we are definitely striving for a higher overall ranking. We have been scoring well on fresh produce for years, are becoming increasingly better with meat, and are heading in a good direction with bread as well. But in order to reach the top spot, we still have quite a way to go. Willem II might beat Ajax once, but they would not be able to manage ten times in a row.”

GfK performs the Fresh Research on the authority of Foodmagazine. Foodmagazine will be published on Friday, 23 September, and will feature an extensive article on the GfK Fresh Report 2016. 

Source: GfK Fresh Report 2016