Van Oers United will combine all its activities under a new label: Primeale United. This change marks the start of a new phase for the company, complete with a new vision and mission and a refined strategic focus. The label also ties in better with Agrial, the international cooperative that the company has been an independently operating part of since 2015.
"Recently, we have been hard at work on our plans for the future," says CEO Arno van Dongen. "Our mission is to find sustainable ways of keeping nutritious, healthy, and delicious vegetables available and accessible to as many people as possible. Plant-based products are becoming increasingly important, as is shortening the distance from the farm to the plate, with attention to traceability of ingredients and eating local products. In this dynamic environment, our challenge is to keep our promise of making the best vegetables available all year long, so people across Europe can eat as many healthy and delicious meals as possible. We are uniquely positioned to do this because we manage the entire chain ourselves."
The company was originally born out of a merger between Van Noort, a trading company dealing in fruits and vegetables, and the cultivation organization Van Oers. To this day, that combination and the expertise regarding both facets is unique on the market. When the company joined the international cooperative Agrial as an independently operating organization in 2015, it gained access to a vast amount of knowledge and expertise. Now, in 2022, the company enters a new phase under the label of Primeale United. All of the organization's activities, including the business in the Netherlands and the cultivation activities in Senegal and Morocco, will be brought together under this label in the future.
In addition to a strategic focus on partnerships with customers, solutions for consumers, chain management, and international collaboration, Primeale United is fully dedicated to innovation and sustainability to solidify its position as a market leader. The company adds value by introducing innovations at every stage of the process. These range from smart ways of keeping the soil healthy and robotization to making packaging more sustainable. "We are a leader in sustainability and, as such, we want to be an example for the category," says Arno van Dongen. "We challenge ourselves every single day to do even more for people and the environment. We focus heavily on organic cultivation methods and stimulate biodiversity. We also run literacy projects and provide microcredits and medical care to our colleagues in Africa."
When it comes to contributing to a healthy planet, the organization's main focus in the years to come will be on reducing its ecological footprint and improving biodiversity. With regard to the theme of healthy and happy people, the focus is on integrity across the entire chain and engagement in the wellbeing, development, and health of all employees.