From transporting wooden crates of potatoes by horse-drawn wagon to filling and transporting about 30 million packages every year. At Leo de Kock, they can truly testify to how much things have changed in the last century. This Dutch company joined forces with Agrico almost 25 years ago. It is looking ahead toward the changing market with a renewed vision. The company is also considering its role in providing sustainable products to consumers.
Jan Bijleveld and Mariska Werring
“It is time to look to the future with a renewed vision," says company director, Jan Bijleveld. “Our parent company, Agrico, has already set the course for the coming decade. It did so in its strategy for 2030. We are also expanding rapidly. We have a new office and warehouse. We have seen the market changing too."
"We, therefore, asked ourselves - what do we stand for, and what do we want to achieve? The company started working on this. This work has resulted in a renewed vision and core values. We also have a new logo and website."
Changing market
Themes like sustainability and transparency have taken on crucial roles throughout the chain within Leo de Kock. "We move along with the changing market with these. We also see many organic varieties in the market. Developments such as climate change mean there is an increasing demand for more robust varieties. A fair price for growers and sustainable farming go hand in hand too."
The market is in constant motion. This ambitious company wants to keep developing alongside this kind of market. "We are not only a packaging business," says Jan. “We want to be embedded in the chain. We want to work with retailers and wholesalers. At the same time, we want to be as sustainable as possible. This does not end with logistics or Leo de Kock. We are, therefore, busy creating effective, sustainable processes. We are doing this along with retailer partners. We are looking at what the consumer wants too."
Data analyses
The company uses data and data analyses to consider retailers and consumers needs. "We look at all the chain's links," adds Sales Manager, Mariska Werring. “What happens in the supermarket? Or here with us or at the farmer? Our mission is, therefore, also 'what is best for the grower and retailer'. We are a fruit and vegetable retail partner. As such, we want to be the connecting factor in the chain."
Robust varieties
Leo de Kock is a subsidiary of Agrico. As such, they are in close collaboration with affiliated members. Together, they want to develop new, robust varieties. They also try to establish connections to the retail and wholesale sectors. According to Jan, this is of the utmost importance. "It seems robust varieties are more resistant to the recent climate changes. It is, however, still too early to say."
"These varieties will only become more important in the future. They are less taxing for agricultural soil. They require fewer pesticides and also ensure there is less wastage. This saving is both at the farm and during the production process. We believe we will soon deal with only robust varieties."
This switch does, however, come with a price tag. "It requires a lot of research, commitment, risk-taking, and persuasion. We, of course, had to communicate our plans clearly to growers and consumers. Because they see prices rising when there are new developments. Fortunately, most parties are also busy with the same theme. And, in the end, everyone wants to make the world a better place."
A dream for the future
Leo de Kock is also a major player in the area of Dutch sweet potatoes. "Many of these come from America, but we also have ongoing projects in the Netherlands.” The company would prefer to supply this product year-round from the Netherlands. "The is a dream for the future. We see that sweet potatoes remain popular. People prefer to buy Dutch ones too."
According to Jan, retail demand for fresh potatoes remains reasonably stable. "Here, we have also noticed an increased demand for local products. Retailers want more robust varieties. Consumers are expecting more from them with regards to the environment. I think this will only increase in the future. We would like to add our little bit to this."
Leon de Kock's renewed vision can be found on the company's newly launched website.
For more information:
Jan Bijleveld
Mariska Werring
Leo de Kock
176 van IJsendijk Street
1442 LC Purmerend, NL
Tel: +31 (0) 299 420 975
Email: mariska@leodekock.nl
Website: www.leodekock.nl