Adopts new business model too

Dutch cooperative changes its company structure

The Dutch cooperative, Coforta, held its AGM last week. There, members unanimously approved a new business model, the RvC+ model. They also decided to amend their organization's name to Coöperatie The Greenery U.A.

The current Coforta board has resigned. The Greenery B.V.'s Executive Board is now also Coöperatie The Greenery U.A.'s board. Steven Martina is the CEO, and Arthur Swijter, the CFO. The Greenery's current Supervisory Board will operate within the new business model.


Retiring chairman of the board Gerard Pronk (right) hands the gavel to Steven Martina (left).

Retiring chairman of the board, Gerard Pronk, calls this a historic moment: "Adopting the Articles of Association amendment ends 25 years of growers forming the cooperative's board. Our members have said they'd like to own a company with market access. They want to do business with like-minded growers."

"The new management model ensures clear, short lines of communication. That suits the current times. People want a more direct, transparent, decisive market approach. On behalf of the cooperative's former board, I wish the chief executive officer every success," he says.


CEO Steven Martina and CFO Arthur Swijter now form Coöperatie The Greenery U.A. Board.

"I'm enormously encouraged by the direction our members unanimously chose. It gives the cooperative and its operations the clout and agility needed for modern business operations," adds Steven Martina, CEO of The Greenery. 

"Arthur and I are intensely passionate about working with the Supervisory Board. As well as our Management Team, and all our employees. And, above all, for and with our members in an entrepreneurial way. We want to achieve the current and future generations' goals," he concludes.

Merging the trading company and cooperatives' boards also marks a name change. Coforta is now Coöperatie The Greenery U.A. This emphasizes successful joint ventures and the closer working relationship with members. It also highlights the mission to make fruit and vegetables available to everyone sustainably.


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