REO revealed its plans for the next five years to its grower-cooperators and employees at a launch event on Sunday, March 2. "REO proves its relevance every day in the fast-changing world of fresh fruits and vegetables. A status quo may be tempting, but it is not an option. New market developments, shifting needs among producers, and emerging challenges push REO to future-proof its operations. This was the driving force behind our extensive reflection on a forward-looking mission, vision, and strategy for our cooperative of tomorrow," explains chairman Rita Demaré.
Over the past year and a half, discussion evenings, listening sessions, yard visits, and follow-up meetings were held in an open dialogue with both active REO producers and REO employees. The conclusions from this extensive strategic exercise were compiled late last year into a policy document with concrete action points. These were presented on Sunday, March 2, at an event featuring entertainment, debate, and a walking dinner. The key insights from the policy paper were summarized in a presentation.
"I think we can be very satisfied with the day," says general manager Filip Vanaken. "It was a fantastic event, and we received only positive feedback from our cooperators and employees. The day started at 10 a.m., after which we moved to the REO arena, formerly known as Tomabel Hall, where we presented the final outcomes of our strategic exercise and unveiled our new logo."
New corporate identity
The most visible change for the public is the introduction of a new corporate identity, with a striking new logo as the face of the organization. "Our new, powerful logo represents the links that form the strong bond between the cooperative and growers. The bold font reflects our commitment to quality, while the natural colors highlight our craftsmanship. Also, note that the word 'auction' has been deliberately removed from our new logo," continues chairman Rita Demaré.
"Why? Because REO is much more than just an auction house. We are a cooperative that supports and assists our member-growers in multiple ways. In terms of sales, REO does far more than auctioning. Alongside clock sales, we focus on contract sales, mediation, and strategic partnerships, which now play a key role in our commercial strategy. International recognition also influenced this decision, as the word 'auction' can be difficult to pronounce for non-native speakers. For these reasons, from now on, we will simply be known as REO."
Coherent brand policy
The new branding will be rolled out step by step. "We will start by updating the appearance of our premises, followed by adjustments to packaging materials for REO products throughout the season," explains General Manager Filip Vanaken. "Consumers looking for REO products will easily recognize them thanks to our redesigned packaging and our new brand policy, which includes the main REO brand and four distinct sub-brands."
"The main REO brand represents products of consistent quality. The four REO sub-brands each cater to specific product segments. REO Sublime includes top-quality products. REO Terra focuses on authentic, uniquely grown, or distinctive products. REO Nova highlights innovation in product development. Finally, Vivo by REO demonstrates our commitment to ensuring a market for every product, even those with slight imperfections. Despite their individual profiles, the main REO brand and its sub-brands are closely linked, ensuring greater consistency, a stronger identity, and more clarity. This approach reduces fragmentation and enhances impact, securing a sustainable market position."
Supporting producers
Alongside the new corporate identity and coherent brand strategy, other elements have been incorporated into REO's future-proof vision. Commercially, REO will take a more active role in pricing and marketing to protect the collective interests of its growers. Domestically, REO will continue working directly with buyers, while collaborating with partners for exports. This strategy strengthens REO's core business.
Adjustments are also planned to optimize product inspection upon supply. "Additionally, internal business processes are being reviewed for improvement projects, and we are reinforcing our existing safety culture and workplace well-being. Plans are also on the table for remodeling based on streamlined supply logistics, operating hours, and storage solutions for fruits and vegetables. As a knowledge partner, REO continues to support its grower-cooperators with administrative tasks related to certification, invoicing, and more. In doing so, REO aims to alleviate some of the burdens on its growers, allowing them to focus entirely on what they do best—growing high-quality fruits and vegetables with passion and expertise."
For more information:
REO
Oostnieuwkerksesteenweg 101
Belgium - 8800 Roeselare
Tel. +32(0)51 23 12 11
[email protected]
www.reo.be