Frutanova is a Dutch growers association. It is well-known for consumer brands such as Tasty Tom, Tasty Tom Gold, and Red Nature. On 1 January 2019, this cooperative adopted a new organizational form.
According to the farmers, this organization is better suited to the current market. "We have taken total control of the products mentioned above", says Commercial Director, Gerard Vereijken.
This organizational change is accompanied by a new name - Unigrow. "Before, we were a growers' association that primarily brought its products to market along with Royal ZON. With this change, we are now able to serve our clients even better."
"Doing in-house sales and service delivery has several advantages. These include sales from the source, a short chain, and direct contact with our partners", explains Gerard. Royal ZON will continue to handle the administrative sides of the sales.
"We chose the name, Unigrow, as it is an amalgamation of the words ‘unique’ and ‘growing’. We did this because as a growers-sales organization, we do things a little differently from other cooperatives. That is why 'unique' is one of our core values. We want to be surprising and extraordinary."
"This is true for our products, which distinguish themselves with their unique characteristics. It is also true for our service delivery. We want to be excellent in various areas too. We want to stand out in the care we give our clients and the attention we give our products. Also, in our trustworthiness as a partner to our clients and business associates."