Wim Stoker has bid a final farewell to the Dutch sorting and trading company he started more than 20 years ago. René Laan is this company's new director and co-shareholder. It focuses on sorting, packing, and selling organic fruit. As of this spring, the business will continue under the name Stoker Organica.
René Laan
Stoker Organica works with many independent organic fruit growers throughout the Netherlands. This comprehensive, varied bundled supply lets the company supply retail with high-quality apples, pears, and plums in the volumes, sizes, and packaging they want. "If Dutch fruit's availability becomes a constraint to year-round supply, we can fall back on fruit from non-Dutch origins," begins René.
100% organic
Stoker Organica focuses 100% on the organic market. They are convinced that organically grown fruit positively impacts the environment, growers, and consumers. "It's challenging for fruit growers to distinguish themselves with their craftsmanship regarding cultivation methods."
"By working with Stoker Organica, they benefit from the bundled supply of organic fruit. That gives them access to attractive local and overseas sales channels and leads to better fruit processing," says René, who adds that bundling also offers interesting opportunities to meet retail needs even better.
Room to grow
The European organic fruit market is one of demand that still has room to grow for the supply. Stoker Organica wants to keep playing a role in this in the coming years by processing more of this fruit. According to René, that can be done by attracting more organic growers, expanding current growers' acreage, or supporting conventional growers as they convert to organic. "With larger volumes, we can respond to client wishes even better. This is an important 'win-win' development for both growers and buyers."
Working transparently
The fruit growers are well aware of this transparent way of working and the financial deals Stoker Organica makes with them. The compensation for sorting and processing is fixed in advance. Growers who work with Stoker Organica trust that this collaboration adds value. That, says René, is based on his company's 20+ years of market know-how.
And established long-term relationships with buyers. "This assures growers that all the fruit they grow is sold at the highest value. Also, our logistics system is efficiently set up, providing maximum relief to growers, and we can flexibly offer customization to our customers," explains Laan.
A need for constant change
He joined the company last spring, gradually taking over from Wim. René is not new to the fruit and vegetable world, though. Even as a student, he worked at various production companies and retailers. After completing his studies, René opted for accountancy but found that rather undynamic. The move to the commercial side of retail supply was a logical step for him. René was a commercial manager at Hessing Supervers. But, he soon realized he was more interested in a smaller company, preferably in the organic sector.
European retail partner
Thanks to its varied, bundled supply, Stoker Organica is a professional, fully-fledged European retail partner, says Laan. "We mutually respect each other's agreements. However, our clients know full well that we may have to deal with natural or climatic influences that are out of our control."
"That's where we want to stand out and find an appropriate solution for all parties," he concludes. Through intensive collaboration with buyers, Stoker Organica can respond early to market signals. Although growers often cannot respond to this directly, it does feed into the multi-year mindset foundation they are developing for their business.
For more information:
René Laan
Stoker Organica BV
22 Noorderbaan
8256 PR, Biddinghuizen, NL
Tel: +31 (0) 321 331 044
Email: info@stokerorganica.nl
Website: www.stokerorganica.nl