Marcel Verdellen
"With this combination we have cultivation companies for growing herbs in pots, cut herbs and cresses in Portugal, Holland and Spain. We define ourselves by shortening the chain and directly serving the retail. The most important buyers of Vitacress Real are the retailers in Holland, Belgium and Germany. That's where our strength is. We have access to a wide supply of own product all year round and only when we can't meet customer demand alone we buy produce from fellow growers, who have the same vision as us."
According to the sales manager there is a lot of synergy between the parent companies. "Vitacress is one of Europe's most prominent growers and packagers of watercress, salads, spinach, fresh herbs and tomatoes. With locations in England, Portugal and Spain the company has the ability to grow herbs all year round. Gipmans is a natural plant grower and has a lot of expertise in the technical side of growing. I expect us to introduce multiple novelties in the coming time, from seeds to final product. This means new varieties, but also concepts that play into the consumer's taste experience."
Marcel is positive about the herb consumption. "The consumption of herbs in pots has been rising for years, but I do expect a shift to cut produce. In the Dutch supermarkets the herbs are still often in the refrigerated section, but in the UK the throughput speed is higher, and they are often supplied non-cooled. This will happen more here too. In the end it's the customer who decides how he wants to buy the herbs. I can also see a shift towards the organic cultivation. We already supply all potted herbs organically."
Marcel is positive about the herb consumption. "The consumption of herbs in pots has been rising for years, but I do expect a shift to cut produce. In the Dutch supermarkets the herbs are still often in the refrigerated section, but in the UK the throughput speed is higher, and they are often supplied non-cooled. This will happen more here too. In the end it's the customer who decides how he wants to buy the herbs. I can also see a shift towards the organic cultivation. We already supply all potted herbs organically."
The efficiency of the herb sales are been good in general, according to Marcel. "Holland is a pretty unique market. Compared to, for instance, Germany and the UK the products here are positioned differently, which affects the sales price. I expect this pricing to be sharpened in coming years because the market is maturing. Herbs are taking up an increasingly important position in the fruit and vegetable shelf and this calls for an improved efficiency. Our approach of serving the retail directly seems like the right one to me. We hope to extend our share, especially in the German retail, in coming years."
In May this year Vita Creass Real will bring a new product onto the market that no other formula has supplied yet. "We're trying to stay ahead of the game. If the demand comes, and you then respond, you're too late. In the end, a lot of trends come from the professional kitchen. With consumer panels, QR-codes and social media we keep close to the consumer."
In May this year Vita Creass Real will bring a new product onto the market that no other formula has supplied yet. "We're trying to stay ahead of the game. If the demand comes, and you then respond, you're too late. In the end, a lot of trends come from the professional kitchen. With consumer panels, QR-codes and social media we keep close to the consumer."
For more information:
Marcel Verdellen
Vitacress Real
Bultenvenweg 30
5916 RW Venlo
Tel: 0031 88-3520520
Fax: 0031 88-3520520
[email protected]
www.vitacressreal.com
