Investing in a sustainable cultivation, a sustainable sales channel and a sustainable bond with the customer is a challenge and a solution for the sector to get out of this negative spiral. This was Hein Deprez's message in his video-speech, held for the group of growers that were present during the meeting of substrate supplier Peltracom at Prominent Groeneweg II.
Univeg's top man alluded to the urgent need for change in his speech. "It is vital that we change our chain. We have to move to a different model. It is of crucial importance that we invest in this transformation. We have to become more sustainable in multiple areas, not just in growing areas, like horticulture, which is doing great. We also have to make out logistics chain more sustainable, optimise the transport in and around DC's. There will also have to be investments to improve the imaging and image of the sector. It sounds stupid, but consumers still associate greenhouse gases with horticulture. This has to stop. It's a difficult process to convey this. We've been working on it fir a while. Many marketeers have tried to find out why we can't convey sustainable cultivation, which we've been dong for years, to the consumer. They still don't understand why we can't do this. We should all join together and contact the consumer."
Univeg's top man alluded to the urgent need for change in his speech. "It is vital that we change our chain. We have to move to a different model. It is of crucial importance that we invest in this transformation. We have to become more sustainable in multiple areas, not just in growing areas, like horticulture, which is doing great. We also have to make out logistics chain more sustainable, optimise the transport in and around DC's. There will also have to be investments to improve the imaging and image of the sector. It sounds stupid, but consumers still associate greenhouse gases with horticulture. This has to stop. It's a difficult process to convey this. We've been working on it fir a while. Many marketeers have tried to find out why we can't convey sustainable cultivation, which we've been dong for years, to the consumer. They still don't understand why we can't do this. We should all join together and contact the consumer."
Shortening the chain
Deprez emphasized that the chain must be shortened, during his speech. "All useless links in the chain must disappear. All the link that are just in the chain to make money are helping destroy the product. We should keep the producer and the consumer close together. From mouth to ground. Stay close to the consumer and not satisfy their hunger, but their desire. The connection between the grower and the consumer will pay into a sustainable price formation. I'm sure of this."