The quality icon "Kontrollierte Klasse" (Controlled Standard) is at the moment being implemented with success in the 120 outlets of the German supermarket chains Famila and Markant in Northern Germany. With the aid of house to house leaflets from these supermarket chains in week 28,31, 33, 34 and 35 tomatoes, peppers and cucumbers from Dutch glasshouses are especially being recommended. Every edition has a print run of 3 million copies. At the same time these products are available with the "Controlled Standard" icon on the vegetable shelf. This is taken care of by the Dutch licensed growers organisation Van Nature with one of its service providers, Combilo from Waddinxveen in close cooperation with the German purchasing organisation Bela. The supermarket chains use the campaign motives of the very successful EU campaign.
"Sicher-ist-Lecker" with which the glasshouse vegetables are being promoted in Germany. Jochem Wolthuis, international director of GroentenFruit Bureau, is presently talking to a number of German retailers in order to bring the Dutch salad vegetable sector "Controlled Standard" to their attention.
Cooperation German retail
This cooperation is part of the target group directed consumer approach. "From the sector a number of large campaigns are run in Germany, such as 'Sicher ist lecker' for all glasshouse vegetables. "My tomato" for tomatoes and 'Colourful taste' for peppers. All campaigns are adjusted to the icon 'Controlled Standard' and as far as contents are concerned towards each other" as per Jochem Wolthuis, international director GroentenFruit Bureau. "In my discussions with retailers I show how the Dutch horticultural sector invests in order to reach the German consumer. The German retailers are happy with the information, with which they can inform their clients, so that they can now purchase glasshouse vegetables which were grown under the strict norms of 'Controlled Standard' on glasshouses whit no worries."Icon “Controlled Standard"
The quality icon "Controlled Standard" is the symbol for the transparency and sustainability of the cultivation in glasshouses. With the icon "Controlled Standard", which is visible in all campaigns, consumers are informed about the advantages of the Dutch food horticulture. After all the Dutch horticulturists produce their salad vegetables on the basis of 7 basic principles: safe, sustainable, natural, fresh, professional, tasteful and always available.
The quality icon "Controlled Standard" is the symbol for the transparency and sustainability of the cultivation in glasshouses. With the icon "Controlled Standard", which is visible in all campaigns, consumers are informed about the advantages of the Dutch food horticulture. After all the Dutch horticulturists produce their salad vegetables on the basis of 7 basic principles: safe, sustainable, natural, fresh, professional, tasteful and always available.
Campaign "Sicher ist lecker"
In the spring of 2012 GroentenFruit Bureau started the EU-campaign glasshouse vegetables under the name "Sicher ist Lecker" (Certainty is tasty). The campaign is directed to vegetables from glasshouses and amongst others show the German consumer the safety, origin and environmental friendly way with bumble bees and insects. The main players which are shown via various online and offline channels are the bumble bee, ladybird and the sparrow. The campaign reaches more than 70 million people. On Facebook almost 4,500 people have already confirmed to like the page.
GroentenFruit Bureau
GroentenFruit Bureau
GroentenFruit Bureau is the assessment communication bureau on behalf of and in the name of the Dutch fruit and vegetable sector. The idea is to stimulate the consumption of fruit and vegetables both locally and abroad by specific campaigns and to supply a strong image. GroentenFruit Bureau want to supply a concrete contribution to public health by stimulating the consumption of the daily norm:
2x200 gr of vegetables and fruit.