Jørgen Snoijink is the Key Account Manager at ZON, a Dutch Cooperative Growers Association. He has monthly discussions with Daan van der Beek. Daan is the Senior Fresh Category Manager at Jan Linders. Jan Linders is a Dutch supermarket chain.
In this issue of the ZON magazine, these two men discussed the collaboration between the Growers Association and Jan Linders in more detail.
(JS) You have worked at Jan Linders for four years now. What have you noticed happening in the fruit and vegetable category?
(DvdB) "I think you must note that, across the supermarket, not a single category is stagnant. Look at what we are doing at Jan Linders with, for example, chocolate, coffee, beer, wine, and Jan Linders dishes. An incredible amount has happened on the shop floor in recent years. This includes the fruit and vegetable section.
Here, the main, most significant change is that we have started to consider the consumer's viewpoint a lot more. We are, therefore, also considering their needs. An excellent example of this is offering peeled asparagus in the Dutch province of Limburg. We have done so purely because people indicated there was a need for this. Two other great examples are the changes in the soup and meal pack, and especially exotics, shelves."
(JS) Jan Linders has been expanding nicely for years. Is this also true for the fruit and vegetable section's contribution to your total turnover?
(DvdB) "When it comes to the numbers, you know, in my opinion, this year's target is, once again, extremely challenging. In my view, we need to make a real start. This change must be in terms of content in the area of fruit and vegetables. Cooperation in the chain is key if we want to help people eat more fruit and vegetables.
However, there is also a lot to be gained by teaming up with dry goods products. That is, when it comes to creating smart combinations with fruit and vegetables. This means promoting the product more too. It can work with said soup and meal packs but can also incorporate fruit and vegetables. Just take a look at what is currently happening in, for example, the meats section.
Nowadays, you can buy burger patties which contain 30% vegetables. In this regard, we need to dare to think outside our set boxes. We need to expand this beyond just our own fruit and vegetable department. Dishes must become more central in the supermarket because the number of times meals can be enjoyed is only increasing."
(JS) ZON and Jan Linders have worked intensively together for several years. Are you happy with this? What opportunities do you see to expand this partnership further? Or, to put in another way, what can be improved?
(DvdB) "These questions lie back-to-back, so to speak. I am satisfied, especially now that we are taking real steps, together, in the area of innovation. For instance, look at the lunch session we have just participated in. We were served bell pepper soup and stuffed bell peppers. I think that is really fantastic.
These are the steps that really elevate this category to a higher level. However, this also applies to the day-to-day business. Included are, for example, our regular meetings. There we chase agreements together. We also see how things are going.
How can things be improved? I think, together with ZON, we must take a much closer look at what we are doing, on the cultivation side of things. Together, we need to look critically at the chain. We need to think about how we can better guarantee the products' freshness for the consumer. This has to happen. People must be confident that they are always buying an excellent product at a good price."
(JS) How would you challenge ZON growers to further contribute to your expansion?
(DvdB) "On the one hand, they should be open to discussions on how things can be improved together. On the other hand, they must be prepared to really work on innovations with us. Have a look at what is growing nicely. And how, together, we can make it an even better product. This, obviously, applies to us too. When there is a good proposal, we must have the confidence to then also buy that product. Period."
(JS) Last question: what is your goal with the category and our collaboration?
(DvdB) "Let me start with our partnership - we must continue as is; developing a joint vision and acting from it. For Jan Linders' fruit and vegetable department - solutions-based, pragmatic thinking about consumers' demands. Helping consumers chose a healthy, tasty product; that is what it is all about."
Background on Daan van der Beek
Daan van der Beek has worked as Jan Linders' Fruit and Vegetables, and Flowers and Plants Senior Category Manager for four years now. Before that, he worked at, among other places, Albert Heijn, Sligro, and Bakkersland (now Goedhart).
Daan did a course in Food Technology in Ede. He then studied Small Business & Retail management at Avans University of Applied Sciences in Den Bosch. In his own words, he has now swapped his original love for dairy farming for 'the best category there is - fruit and vegetables.'
Source: ZON Magazine
