During Fruit Logistica 2016 Hoogstraten presented its new name, logo and house style. Hoogstraten has been working on developing a new identity for the future since 2013, which was presented for the first time during the fair. "We have decided to change our name to Cooperation Hoogstraten. This is because auction sounds less international," says Jan Engelen.
Everything under one brand
He also indicates that they reviewed the brand policy. "We had Hoogstraten for strawberries, Specialty Street for specialties and Flandria, the communal brand in Belgium from fruit and vegetables. Now everything falls under the new Hoogstraten look. The cooperations logo is a leaf with the letter H in it. "We chose to develop this logo in different colours. There is a different colour for each product group, which makes everything quickly recognisable. Our products get an exclusive look."
Quality
Hoogstraten's new baseline is 'Home of Quality'. "We want to emphasise that quality is hugely important to us. We are carrying this through all layers of the organisation. Of course the growers are closely involved in this. This strengthens the group spirit and together we work to supply the best product to our buyers. We will continue to work with the brand Flandria for vegetables and Hoogstraten for fruit, as before."
Deepening
Jan says that the collaboration with the Hoogstraten growers was already close and that this can only be strengthened in the future. "We will talk to our growers and discuss how we can get the best out of the market together. Partnerships are started with large growers. Our clientèle is very sensitive to the direct contact with the producer. Transparency and flexibility are very important in this. We as an organisation have to be as attractive as possible to all our growers."
For more information:
Jan Engelen
Coöperatie Hoogstraten cv
Loenhoutseweg 59
Hoogstraten - Belgium
Tel: +32 3 3400233
Fax: +32 3 3147844
www.hoogstraten.eu