The Turkish greenhouse horticulture has developed in leaps and bounds during the last years. On the one side there is a growing purchasing power at the local market and on the other side more and more is being exported. The Dutch greenhouse horticulture reacted to this by developing the EVD 2g@there
program 'Sera Culture' for Turkey (June 2008-June 2011).
New networks between the Netherlands and Turkey
Sera Culture has organised various activities during the last few years, which led to new networks, At the moment 20 Dutch companies still cooperate in the market development of the modern glasshouse horticulture in Turkey. One of the most important questions is to choose a successful and affordable way of working on the Turkish market: do I send my own representatives, do I look for a local agent or a business partner with or without his own company?
Sultan Sera; succesfull Dutch and Turkish cooperation realising
innovative glasshouse using geothermal heat (Aydin, Turkey)
Toolkit for optimum strategy
As assignment from the Sera Culture program Q-point (Naaldwijk) and VRIAN Projects (Deventer) put these questions together, researched and as an answer developed a booklet with which interested companies can formulate their own strategy. Finances (cost-income) are also calculated at the same time. This way of working is used for the horticultural sector in Turkey, but can also be used for other countries and sectors.
Dutch suppliers active in Turkish horticultural sector
During the last three years Dutch companies have supplied more than Euro 100 million to Turkish horticulture. The Turkish horticultural sector is becoming more professional and is plagued less by the credit crisis than the West European situation may make you think. It has nevertheless become clear that sometimes it is difficult for the Dutch suppliers to supply adequate (after sales) service to the Turkish clients. Especially smaller Dutch suppliers entering a Turkish market or those who only serve a limited number of clients in Turkey are confronted with this. A good example of a permanent presence and good after sales has been developed by a few Dutch seed suppliers. Also other large suppliers are often asked to react to this, but they also meet with problems regularly. This is an important part of the competition with other suppliers on the Turkish market, where Dutch companies score relatively low.
Netherlands Agricultural Support Office
From the aspect of competition it is of great importance that the Dutch greenhouse horticulture can react to questioning by Turkish clients. In 2009 a special support office was established by the Ministry of Economy, Agriculture & Innovation:
Netherlands Agri Business Support Office (NABSO) in Izmir. Various Dutch companies have applied for support from NABSO in order to find local agents or representatives.