Since 1 January of this year, René van Graafeiland took over commercial tasks from departing manager Jan van der Lugt. As one of the trio in charge of Haluco, he thinks it is important to maintain the firm’s course.
Working in trade was obvious for Van Graafeiland: his father was an importer of fruit and vegetables from the Canary Islands. “After getting my college degree I followed him into trade as well,” Van Graafeiland reminisces. “We had an office that took care of buying and marketing products from the Canaries. I did that for ten years, but the competitive position of cultivators from the Canaries weakened quickly. Competition from Morocco arose and cultivators had to deal with diseases and infestations in their crops.” When Van Graafeiland walked into former Haluco manager Jan van der Lugt, he switched over. “I started as product manager, which was comparable to what I was already doing, working for the cultivator.”
No rigorous change in course
Van Graafeiland soon grew from product manager to purchasing manager. “I worked intensely with Jan van der Lugt during the last two years especially.” That cooperation eventually led to taking over Van der Lugt’s commercial activities, starting this year. His management partners are Izaak Havenaar (general affairs) and Johan Hensen (sales). “Expect a bit of fresh air, but not a rigorous change in course for Haluco,” says Van Graafeiland. “We will continue with Jan van der Lugt’s policy. Haluco remains a specialist in bulk products: tomatoes, bell peppers and cucumbers. The word ‘bulk’ sometimes has a negative connotation. But let us not forget that these products still form the largest share in turnover for retail. Moreover, bulk, or large volumes, is a speciality in itself. It is something you can only do if you have all your affairs in order. Our clientele traditionally also focuses heavily on day trading, besides focusing on the traditional weekly market. It is still an art to gear demand and supply to each other in the wide marketing area we have: Northern, Western and Southern Europe.”
The rise of ‘local for local’
In the meantime loads is happening in that marketing area, Van Graafeiland also realises. “The market is moving. The largest threat is production moving to our marketing area. ‘Local of local’ is rising. But on the other hand: the Netherlands still has an enormous jumpstart in the field of knowledge, even if that knowledge is changing due to the development of horticulture in other areas. If the Netherlands remains at the forefront in the fields of innovation and market-oriented approach, with which the cost remains competitive, only then can Dutch horticulture remain competitive. A trade company such as Haluco remains an indispensable link between cultivation and consumer. We are growing towards more transparency in the market. Much is changing, but I absolutely believe in the function we fulfil to execute Van Nature’s strategy: optimally dividing the product.”
Retailer looking for total package
Haluco wants to join in those changes. “You used to be able to supply a retailer well if you were a specialist in basic products. That retailer is now looking for a total package and for products that have an added value, driven by consumers. We remain that specialist for bulk, but, for us, it is also an important development on which we are constantly working. Besides, the partnership within Van Nature is an advantage,” notes Van Graafeiland. “You can always tell that the Van Nature name is known throughout the sector. It is a leading cultivator’s association, one that is always looked at. That is positive, especially if we can realise the improvements we are working on.” Source: Meer, Van Nature