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Marja Vijverberg, SweetPoint:

Customer focus is priority

Tholen - SweetPoint is connecting up with Cooperative DOOR at the same time that they are launching a new corporate identity and beginning to focus more strongly on the customer. "We are going to focus more on the customer and we have found equal partners at DOOR," says Marja Vijverberg.

SweetPoint was founded eighteen years ago. It all started when a group of Dutch growers started growing the Ramiro breed of sweet paprika. "This actually started happening due to a cultivation idea. We wanted to have an innovative production, and we were mainly concerned with these processes. We have always been ahead in the area of production and packaging, but in the last few years we have moved even further ahead of others," says Vijverberg. "We look at the market and ask ourselves: what does the retail landscape look like and how do the customers act? That is your ultimate customer and that is where we want to focus."

This strategy is consistent with the exclusivity that SweetPoint has with the Ramiro breed. "We have been growing this breed exclusively for 18 years. We want the name 'Ramiro' to make people think of us. That is why we want to enter the stores," says Vijverberg. "To make our product recognizable to customers." These new developments also include a new corporate identity and a new website: with recipe and product information available for our customers. "We also want to focus on our trading partners so we can show them that we are busy with the customers."

The new corporate identity from SweetPoint - with thanks to Mirakuleus (corporate identity development), Jem Id (website), Rik Keessen (brand strategist), Anneke Ammerlaan (trendwatcher) and Simone van de Berg (photography).


The move to DOOR fits with our new focus. This year SweetPoint went out onto the market itself, starting January 1st that will change. "We have found equal partners with DOOR. We would rather work together than have to create new ideas ourselves all the time. Things like billing, IT, and food safety can be controlled much more efficiently within one organization." Having a common vision will help us focus on all the steps in the process and the equal partnership allows for mutual growth. "Working together is growing together," Jumbo has recently decided to put SweetPoint's yellow paprika on their shelves. "For years we have been growing yellow and orange paprika. A great deal of this product was going abroad. But we want to sell the yellow and orange paprika within the Netherlands as well, therefore we have invested the time and energy into making this happen. It is now regularly in Jumbo's assortment - matching the style and the colour," laughs Vijvenberg. "This is a great development for us: that the vision that we created is working. With cooperation we can focus on the customer and make the step into the retail world with the appropriate know-how."

Together with their partners from DOOR, SweetPoint can be found at Fruit Logisitics, Hal 1.2 stand D-10 from February 4th to the 6th.