In February of this year, The Greenery introduced its new soft fruit brand. After the reveal at Fruit Logistica the brand experiences a successful introduction to the shop floor with its tasty Spanish strawberries. With the promise of the best flavour at the moment 30 percent more turnover was made compared to the year before. Yvette Damen, marketing specialist, and Sjraar Hulsman, Business Unit Manager, from The Greenery explain.
Pilot emphasises approach
Years of effort pay off
Contribution to further growth
"The soft fruit unit of The Greenery has grown strongly in recent years, in volume and turnover thanks to listening to what the consumer, customer and growers enjoy at home and abroad and playing into it. The addition of Sweet and Sunny to the assortment takes care of a need and so will contribute to the further growth."
Pilot emphasises approach
Yvette: "Our consumer research shows time and time again that consumers increasing attach value to flavour and quality. This is why we are continually looking for varieties that meet this demand. Consumer panels showed that the product also has to be recognisable to the consumer. The pilot with the Spanish strawberries in a characteristic packaging among Dutch retailers has highlighted that this approach works. Consumers recognised Sweet and Sunny in the striking pink packaging and came back for it due to the quality and flavour."
Years of effort pay off
Sjraar: "Only the best and tastiest varieties are used for Sweet and Sunny, and have been picked after a selection process among the best growers in the Netherlands, Spain and South America which took years. Some have been running for over 10 years and are now bearing fruit. To be able to objectively make the right choices, there was collaboration with an independent party which could define and make measurable quality and taste experience, through the eyes of the consumer. Using store evaluations, flavour and quality analysis and independent weekly reports, insight was gained into what varieties best match the consumers desires. For these varieties the collaboration with breeders was set in long term collaboration agreements or licenses. The growers are guided in cultivation by our cultivation specialist Klaas de Jager.
Contribution to further growth
"The soft fruit unit of The Greenery has grown strongly in recent years, in volume and turnover thanks to listening to what the consumer, customer and growers enjoy at home and abroad and playing into it. The addition of Sweet and Sunny to the assortment takes care of a need and so will contribute to the further growth."