“Vitacress Real conquers market share in Holland”

Seven months ago Vitacress Real, specialist in fresh herbs, was founded as a joint venture between the English Vitacress and Dutch company Camino Real BV. Vitacress is part of the RAR Group and one of Britain’s leading growers and packers of watercress, baby leaf salads, spinach, fresh herbs and tomatoes. The company has offices in England, Portugal and Spain, where 750 acres of open land and 70 hectares of horticulture is cultivated. Vitacress has a turnover of more than 178 million and employs approximately 1650 people. The company, market leader in the UK, Spain and Portugal, was seeking to expand in Europe.

The Dutch Gipmans Group, of which Camino Real BV is a subsidiary, consists of a vegetable plant company for both glass and outdoors. To them, the collaboration offered a good opportunity to venture out onto the fresh herb industry.

"With the expertise and scale of both partners Vitacress Real is in a good position to become the most professional supplier of fresh herbs in the Netherlands," says Marcel Verdellen, sales director of the joint venture. “In the past few months we managed to secure a substantial market share. We are dealing with a market saturated by herbs from Kenya, Israel, Cyprus and other countries. But we are confident our expertise, our production line, our unique packaging concept and our import capacity will allow us to face this competition.”

Vitacress Real will focus mostly on the consumer market. “We think consumers will prefer fresh herbs over processed herbs,” says Marcel Verdellen.


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