In recent months, Olympic Fruit has been working extraordinarily hard behind the scenes to reposition itself. This Dutch importer is known for, among other things, its supply of citrus and grapes. The company indicated that it needed to change its approach to stakeholders. This needed to be done to stay relevant.
"In recent years, the role of importers, as traditionally known in the fruit and vegetable sector, has changed completely," Olympic Fruit says. "Both producers and buyers are looking for relevant partners. This partner must be flexible to work with to find the correct category and approach to the chain."
"With our repositioning, the organization is responding to its changed role. It also has the ‘Part of something good’ pay-off. This repositioning has been eagerly translated into all the facets of the business. The company went live with its renewed DNA in September."
This repositioning took months. It was a team effort. Close contact was kept with all the relevant internal and external stakeholders. This teamwork was needed to bring about the correct relevance and balance. At the same time, the team needed to create capacity.
"The biggest challenge throughout this entire process was creating awareness. Realizing that you are a small link in the chain. And that each shareholder demands a different approach," says Jaimie de Haan-van Leeuwen. Jaimie is responsible for New Business and Category Management at Olympic Fruit.
"We had to go back to basics and start from our own strength. We also had to offer the right added value, where needed. This is necessary to be able to work together efficiently and reliably. We anchored this added value in our business structures and processes. These values are also strengthened, in word and deed, in our renewed corporate identity."
Existing stakeholders may have experienced Olympic Fruit's course correction in recent months already. Soon, Olympic Fruit will roll out this professionalization further. They will also be present at Fruit Attraction in Madrid. Visitors can find them in Hall 10, stand number G08A, in the international halls,