"We always cross the finishing line with our clients"

"I began my business 25 years ago from my house. I supplied accounting packages to mainly installation companies. Back then we did a little bit of everything. We often supplied computer of network maintenance as well; I did this for five years with my wife, Liesbeth", John reminisces. "I was ready for the next step. I was then approached by an old business contact. He needed help finding a new software solution. This became Navision. It was a nice graphics programme. I saw a lot of potential in it. Since then, we have only grown."

Schouw has been active in the fresh fruit and vegetable sector from the very beginning. Top fruit company, Vogelaar Vredehof, and then-importer/exporter, J.P. van den Brink, were some of this first clients. Now, more than half of Schouw Informatisering's revenue is generated in this sector. When asked why the number of automation players has remained consistently stable in this sector, John said, "It is because there are complicated automation issues in this sector. Fresh fruit and vegetable businesses have products were different flavours, quality, and varieties. This makes it more difficult to implement a standardised system. Many big players have tried. They, however, underestimated the degree of difficulty and ultimately never get going."

John likes to keep his definition of automation simple: "We speed up things that are done regularly, and by hand." Schow's automation solutions are, therefore, not suited to one-man companies. "If you can do trade off a cigarette case, you do not need a system. Our systems support the growth of companies when things become more complicated. In the beginning, traceability was a hot item. As time went by, we were able to process client accounts within the system. This was made possible thanks to the seamless integration of financial and stock control systems."

Microsoft partner
In the Benelux region, Schouw Informatisering is Microsoft's preferred Dynamics partner for the food branch. "In the foodstuffs industry, we focus 100% on Microsoft technology. This is because the product's quality ensures further development. I am pleased that we can use Microsoft technology. It provides a lot of added-value, which we focus on, to SME and Enterprise companies. We can upgrade systems without it affecting our clients."

A standard package or one that is made-to-order. John has to laugh when asked this question. "Everyone always wants a standard package. This, however, often does not suit the company-specific requirements. This is why we try to make it a standardised as possible while supporting the client's unique requirements, where needed. Clients can expand their applications to optimise their business needs. They can use the Dynamics 365 ERP and CRM as starting points. This is the strength of our solutions."

In the fresh fruit and vegetable sector's commercial division, much trade is still done telephonically. Nevertheless, automation is counter-productive here. "I am well aware of the importance of human contact. A webshop might look like a good idea at first. It will, however, be less successful in the fruit and vegetable sector. It is much better to have a quick phone conversation who has knowledge of the field and knows what you want. There is certainly development in the are of bot technology. I will not be surprised if it is an integral part of our business at the 30-year mark."