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The Greenery and Coforta celebrate 20th anniversary

Twenty years ago, on October 26 1996, nine fruit and vegetable auctions and the CBT (Centraal Bureau van de Tuinbouwveilingen) united and formed the cooperation Coforta (previously VTN). The members of Coforta then founded The Greenery as a marketing and sales organisation for their products. On November 4 and 5 past, growers and colleagues celebrated this in Barendrecht.

Steven Martina, Gerard Pronk and Frits van Eerd

Welcome by Gerard Pronk...

On Friday November 4 Gerard Pronk (president of Coforta cooperation), Steven Martina (CEO The Greenery) and Frits van Eerd (CEO Jumbo Supermarkets) looked back, but also forward.

And Steven Martina

"I'm proud of Coforta, I'm proud of The Greenery, I'm proud of you, we are Coforta/The Greenery!"

Steven Martina on future challenges and developments

Steven Marina then gave a fascinating presentation on the challenges and developments that we will have to deal with in the future. The importance of food and making healthy and sustainably grown fruit and vegetables accessible in relation to the growing global population and the climate changes were central. The role that The Greenery can and wants to play together with the growers also came up.

Finally, Frits van Eerd told those present about the developments in Jumbo and the retail in general. After the toast was made, an informal party followed. Whilst enjoying a drink and a snack our guests received the opportunity to visit the recently completed building of the Retail Distribution centre in Barendrecht.

On Saturday, November 5, more than 1,200 colleagues visited The Greenery with their families and partners. "We look back at two fun days with proud growers and colleagues in a great atmosphere."

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