"Our products are sold before they're planted"

Compliment has continued to outgrow itself since its conception. Now there is a building in which they can still realise 30-40% growth. But it's not their main priority. "I want to build something stable," says Jolanda Nooijen, who set up the company in 2001. The company's power comes from the Dutch soil. Compliment grows products in which it isn't about bulk, but about quality and food safety. Jolanda: "The demand has always been bigger than the supply. Our products are sold before they're planted."

Jolanda Nooijen built Compliment strongly

History
Jolanda took over control of the company in 2001, and made it a success together with her husband René . Before this the couple went through bankruptcy (17 hectares of sprouts were lost due to airbase Volkel dumping kerosene). After an adventure in Poland and France and a defence that was doing everything to avoid blame, they decided to start their own company. Jolanda made a plan with a budget and received finances. It wasn't easy, she says. "I've sat under fire behind a table across from nothing but 'suits'. My willpower pulled me though, she says. ABN Amro trusted Compliment after Jolanda showed she could manage the company for the first year on a budget. Joland: "They didn't teach me that at the agricultural college. Knowledge of my company really came through planning that first careful budget. Later I took more courses."

Growth
After the first year the flow of growth started. Starting with 40 hectares, they now grow on a hundred. Jolanda prefers to keep and eye on everything herself, but this is no longer possible with the company's current size. "It's sometimes a little too much, but I still need to accept it," says Jolanda. She pulled the plug on a successful 'branch' into a farm shop, but a different one continues to grow. The hobby of 'growing cherries', started in 2013, grew into a covered plot of 7.5 hectares with 15 different varieties. They don't take care of the cherry sales themselves (yet), they go through the Greenery.

The new Compliment building

Peak
After the years of growth Compliment recently reached a (sustainable) peak. In April the very modern new complex with processing lines and a distribution centre was completed. It contains a vacuum cooler, among other things. Iceberg lettuce is sorted and packaged in the field and then sent to the vacuum cooler as quickly as possible. By cooling it to 3.5 degrees the juice flows are halted, which improves the shelf life. The processing and/or storing of broccoli, chinese cabbage, radicchio rosso and sweet potato alss goes through an optimal processing process. Fennel and celeriac are harvested fresh and packaged according to the customer.

Modern provisions for BRC and HACCP norms at the entrance to the processing hall

Ahead
"We implemented the current BRC and HACCP norms when building, which puts us ahead in food safety and quality. My main point has always been that I could take a head of lettuce from our cooler and feed it to my children with no issues," says Jolanda. This is why sustainability is such an important policy for Compliment. The new building meets the latest Breeam sustainability demands (heat recycling, efficient energy, led lighting and no gas) and is ready for solar power.

The vacuum cooler halts the juice flows in iceberg lettuce, extending its shelf life

Residue free
But sustainability isn't just in the building. "We are looking for the balance between sustainable and organic in the production. A healthy soil means a healthy product," says Jolands. "We implemented this policy around 18 years ago and we're now so far that we can keep the residue level son our products so low that they are zero. In the last growing season no active substances were found in various analysis."

Cultivation on water
"It's about the soil for us. Growing is per from March to November in the Netherlands, Germany and Denmark. There is no better soil and we must cherish it." Although Compliment was one of the first companies to grow lettuce on water ten years ago, they don't see a future in it yet. Jolanda is convinced that products from the earth are different. "Cultivation on water, under purple light, those plants are missing something...."

Sweet potato
Although Compliment has been growing rapidly, it doesn't need to be the biggest. "We don't have to grow all year round and for the entire world. The winter months are a period of calm for us to get everything ready." Compliment doesn't work with or buy from other companies and they also don't do bulk production. Compliment focuses on created a great product and looks for it in expanding and diversifying the supply. This year they are offering sweet potatoes for the first time.

Jolanda explains the Compliment philosophy in a field where iceberg lettuce has just been harvested to visiting agriladies

Flexible
Jolanda: "We have built a stable relationship with around 40 regular customers, the oldest is from 2001. The best customers are at our door in November to make agreements for the new season. Customers don't come to us because it's the cheapest here. We are very flexible and can supply to order." Compliment is businesslike and transparent in the relationship with its customers. Jolanda: "A datalogger always accompanies long journeys, otherwise trouble is guaranteed. We are working on an ICT system in which we send photos of the plot." 

Well oiled machine
Staff is important in horticulture. During harvest there are 80-90 people employed, with 30 full time workers. Finding staff is getting harder. Jolanda makes sure that the staff gets on well together. "It's about speed in horticulture harvest. During the harvest of iceberg lettuce there are 18 people who have to work together like a well oiled machine. If you can make money from the harvest you're better binning the product."

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