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As of 2019, it will be up to the market to achieve an optimal market strategy

FVO transfers control of combined export of bell pepper to China to individual market parties

After almost three years of being in control of the sales of bell pepper in China, FVO has decided to leave this up to individual market parties starting in 2019. FVO reached this decision when it became clear they had to operate too far from the market. Besides, it was difficult to develop and implement a distinctive proposition from the Netherlands. Project leader Matthijs Jasperse: “The market results were disappointing, but at the same time, we’re positive about the renewed manner in which members worked together to develop this. It goes without saying that this is a model for future cooperations with larger commercial initiatives.”



Because of this project, new cooperations came into being on both the Dutch side and between the Netherlands and China. Moreover, it gave the Dutch parties new insights into the Chinese market. Besides, the organisation is satisfied with the fact that the way has been paved to a complex, new and far-off market.



Matthijs: “We proudly look back on the project started mid-2016. The close cooperation between bell pepper growers, exporters, GroentenFruit Huis and KCB / NVWA ensured a controlled market entry. This was also thanks to the unique model applied from 2017. With selected exporters, a recognisably Dutch branding was introduced within closed chains. An approach that should have resulted in maximum results for the Netherlands as an enterprise. However, it has now been concluded that it’s up to the market parties to continue exploring the Chinese market.”



FVO thanks the many parties that made this project possible: GroentenFruit Huis, KCB, NVWA, certified growers, Levarht, Staay Food Group, Global Green Team, The Greenery, SFM and the many parties that contributed in whichever capacity.


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