"We have the growers, we have the network and we have the customers." There is no lack of ambition in Wilco Heemskerk, founder of Fresh Organic Choice (FORC). The trade organisation focuses on a year round supply of 100% fresh cut organic herbs. "The consumer is a lot more demanding these days: the trade, the growers and retail are now on top of it." At the current rate it won't take long before organic is the new standard, he expects.
The market for fresh cut herbs is generally growing strongly and in organic herbs there is still little available in this segment, he notes. FORC has the facilities to package herbs in every possible way the customer desires, such as dishes or bags.
The business aspires towards maintaining and strengthening the soil suitability, plants, animals, humans and the planet as a whole, together with suppliers. All organic products sold by FORC are based on living ecological systems and cycles and are grown responsibly to protect the health and well being of the current and future generations and their environment.
FORC collaborates with growers from the Netherlands, Italy, Spain, France, Germany and Africa. With his business Wilco focuses as much as possible in the area of sales on the domestic market.
"The Dutch knowledge of the chain is of great value in the grower area both inside and outside Europe. With this we can substantially increase the self reliance in countries overseas," says Wilco, who is committed to cultivation projects in Europe and Africa at the moment. "In this manner we can realise a strong synergy between all parties concerned. With the transfer of knowledge and by bringing growers and suppliers together, we bring together demand and supply. "We continue to orientate ourselves widely and are therefore looking at catering as well as our sales in the traditional wholesale."
At the moment the company trades basil, chive, dill, leafy and curly tern, coriander, chervil, oregano, sage, dragon, rosemary and thyme. Edible flowers are also part of the assortment. A gradual expansion of the assortment is planned.